What is Digital Marketing?

January 31, 2024

January 2024

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EXECUTIVE SUMMARY

Digital marketing is the use of tactics and marketing channels to connect with customers online. The best digital marketers have a clear picture of how each digital marketing channel supports their goals.

What is Digital Marketing?

Digital marketing is the use of tactics and marketing channels to connect with customers online. The best digital marketers have a clear picture of how each digital marketing channel supports their goals.

Digital marketing is so important that users now rely on it as a way to learn about brands. Since digital marketing has minimal upfront costs, it is a cost-effective marketing technique that can meet the needs of small, medium, and enterprise-scale businesses.

Benefits of Digital Marketing

Cost-effective:
Small and midsize businesses often compete with big brands, digital marketing evens the playing field. An effective digital marketing strategy can help drive leads and customers to your website, app, or brick and mortar store while competing against global and national brands.

Measurable:
A digital marketing strategy allows you to track users across the entire customer journey to better understand what works and what can be improved.

Engaging:
Digital marketing helps brands interact with potential customers throughout the customer journey. You can educate, answer questions, and influence user behavior throughout the consideration journey.

Personalized:
Digital marketing engages customers based on their interests and to create personalized experiences that scale. This provides the opportunity to impress customers at every step of their journey.

Flexible:
Digital marketing is testable and flexible. You can experiment with brand statements, value propositions, and headlines and changes appear immediately.

Agency 39A can help you create effective digital marketing strategies and campaigns that are closely monitored and improve based on audience engagements and data.

Types of Digital Marketing

Search engine optimization

Search engine optimization (SEO) is a collection of content marketing tools you can leverage to reach your target audience. Effective SEO helps you improve your rank and appear on the first page of a search engine’s result page, this ensures that your audience can easily find your products and services. Common elements we consider when optimizing a web page for search engines include

  • Keyword density
  • Quality of content
  • Level of user engagement
  • Page speed and mobile-friendliness
  • Number and quality of inbound links

Technical SEO considers and measures the back-end technology that powers your site. Improving technical SEO helps search engines better navigate and catalog your site.

In SEO, rules are fluid and always evolving,  the rubric for ranking is often changed by the search engines as they seek to improve their user experience. We monitor your site’s performance and make adjustments to your strategy, content, and user experience accordingly.

Content marketing & demand generation

Content marketing & demand generation is designed to attract leads that convert into customers. Instead of engaging prospects with promises of future value from your brand, it delivers value in the form of content with no cost to the audience, this includes

  • Blog posts
  • E-books
  • Newsletters
  • Video or audio transcripts
  • Whitepapers
  • Infographics

Content marketing creators must balance the SEO value of content while engaging an audience of people who will read the material, share it, and further interact with your brand. Relevant content can establish strong relationships throughout your customer journey.

Effective content must be relevant and engaging, and a clear understanding of your audience is critical for creating valuable content. Once you have identified your audience and their needs, you can determine the type of content you'll create. We help you select the right content strategy, conduct customer research, and produce high-quality and engaging content.

Social media marketing

Many brands use social media channels to start conversations with their audience to influence behavior and create brand loyalty instead of encouraging them to spend money right away. This creates a better relationship with your audience and provides value before a commercial transaction.

LinkedIn, Twitter, Instagram, TikTok, and YouTube all provide significant reach to specific audiences. The platforms you choose to leverage depending on your goals and the audience. Social media marketing also provides built-in engagement metrics, which help you understand how effectively you connect with your audience.

To create an effective social media marketing strategy, it’s crucial to follow best practices. Here are some of the common social media marketing best practices Agency 39A delivers:

  • Audience research and segmentation
  • Crafting high-quality and engaging content
  • Replying to comments and questions consistently
  • Developing social media calendars and posting cadences
  • Coordinating with other online marketing and content marketing efforts

Pay-per-click (PPC) marketing

PPC is a method of driving traffic that only charges for the ads your audience interacts with instead of a set fee. How and when people see your ad is driven by audience segmentation strategies that you can control.

Search engine advertising is a common PPC strategy, many businesses use Google Ads for this purpose. When an ad unit position is available on a search engine results page, also known as a SERP, the engine places your ad unit in an instant auction. An algorithm prioritizes each available ad based on a number of factors, including:

  • Landing page quality
  • Keyword relevance
  • Bid amount
  • Ad unit quality

Effective PPC campaigns are tied to specific actions after they have engaged with the ad unit. These user actions are conversions, and they can be transactional or non-transactional. Purchases, newsletter signups, form submissions, and phone calls are all examples of conversions. Agency 39A helps you develop effective PPC campaigns and effective user experiences that work together to ensure the highest possible conversion rate.

Email marketing

Email marketing is  a great way to connect with your customers and build a relationship. Email allows you to easily send personalized messages to your customers and with marketing automation tools you to automate the process to significantly reduce the time and cost involved. They can also help you to create custom segments of your customers that you can target with different messages and offers. To get the most out of email marketing use subject lines that are clear and concise and include a direct call-to-action (CTA). You will also want to keep track of which emails get the highest open rates and click-through rates (CTR). This will help you tailor future campaigns accordingly.

Mobile marketing

Mobile marketing refers to any marketing activity that occurs on mobile devices, such as smartphones and other handheld devices, including tablets. A mobile marketing campaign involves creating advertisements optimized for mobile devices, sending push notifications, and building mobile applications. Mobile marketing targets mobile users by sending push notifications, mobile-optimized ads, and mobile apps, among other techniques.

Digital marketing is everywhere. It is a crucial part of your overall business strategy and the best digital marketers have a clear picture of how each channel supports their goals. However, there are many different digital marketing channels and it can become difficult to choose which ones to use. In order to choose the right digital marketing channel for your business, you need to determine what you want to achieve and pick the right digital marketing partner for the job based on your business requirements.

Episode details

What is Digital Marketing?

Digital marketing is the use of tactics and marketing channels to connect with customers online. The best digital marketers have a clear picture of how each digital marketing channel supports their goals.

Digital marketing is so important that users now rely on it as a way to learn about brands. Since digital marketing has minimal upfront costs, it is a cost-effective marketing technique that can meet the needs of small, medium, and enterprise-scale businesses.

Benefits of Digital Marketing

Cost-effective:
Small and midsize businesses often compete with big brands, digital marketing evens the playing field. An effective digital marketing strategy can help drive leads and customers to your website, app, or brick and mortar store while competing against global and national brands.

Measurable:
A digital marketing strategy allows you to track users across the entire customer journey to better understand what works and what can be improved.

Engaging:
Digital marketing helps brands interact with potential customers throughout the customer journey. You can educate, answer questions, and influence user behavior throughout the consideration journey.

Personalized:
Digital marketing engages customers based on their interests and to create personalized experiences that scale. This provides the opportunity to impress customers at every step of their journey.

Flexible:
Digital marketing is testable and flexible. You can experiment with brand statements, value propositions, and headlines and changes appear immediately.

Agency 39A can help you create effective digital marketing strategies and campaigns that are closely monitored and improve based on audience engagements and data.

Types of Digital Marketing

Search engine optimization

Search engine optimization (SEO) is a collection of content marketing tools you can leverage to reach your target audience. Effective SEO helps you improve your rank and appear on the first page of a search engine’s result page, this ensures that your audience can easily find your products and services. Common elements we consider when optimizing a web page for search engines include

  • Keyword density
  • Quality of content
  • Level of user engagement
  • Page speed and mobile-friendliness
  • Number and quality of inbound links

Technical SEO considers and measures the back-end technology that powers your site. Improving technical SEO helps search engines better navigate and catalog your site.

In SEO, rules are fluid and always evolving,  the rubric for ranking is often changed by the search engines as they seek to improve their user experience. We monitor your site’s performance and make adjustments to your strategy, content, and user experience accordingly.

Content marketing & demand generation

Content marketing & demand generation is designed to attract leads that convert into customers. Instead of engaging prospects with promises of future value from your brand, it delivers value in the form of content with no cost to the audience, this includes

  • Blog posts
  • E-books
  • Newsletters
  • Video or audio transcripts
  • Whitepapers
  • Infographics

Content marketing creators must balance the SEO value of content while engaging an audience of people who will read the material, share it, and further interact with your brand. Relevant content can establish strong relationships throughout your customer journey.

Effective content must be relevant and engaging, and a clear understanding of your audience is critical for creating valuable content. Once you have identified your audience and their needs, you can determine the type of content you'll create. We help you select the right content strategy, conduct customer research, and produce high-quality and engaging content.

Social media marketing

Many brands use social media channels to start conversations with their audience to influence behavior and create brand loyalty instead of encouraging them to spend money right away. This creates a better relationship with your audience and provides value before a commercial transaction.

LinkedIn, Twitter, Instagram, TikTok, and YouTube all provide significant reach to specific audiences. The platforms you choose to leverage depending on your goals and the audience. Social media marketing also provides built-in engagement metrics, which help you understand how effectively you connect with your audience.

To create an effective social media marketing strategy, it’s crucial to follow best practices. Here are some of the common social media marketing best practices Agency 39A delivers:

  • Audience research and segmentation
  • Crafting high-quality and engaging content
  • Replying to comments and questions consistently
  • Developing social media calendars and posting cadences
  • Coordinating with other online marketing and content marketing efforts

Pay-per-click (PPC) marketing

PPC is a method of driving traffic that only charges for the ads your audience interacts with instead of a set fee. How and when people see your ad is driven by audience segmentation strategies that you can control.

Search engine advertising is a common PPC strategy, many businesses use Google Ads for this purpose. When an ad unit position is available on a search engine results page, also known as a SERP, the engine places your ad unit in an instant auction. An algorithm prioritizes each available ad based on a number of factors, including:

  • Landing page quality
  • Keyword relevance
  • Bid amount
  • Ad unit quality

Effective PPC campaigns are tied to specific actions after they have engaged with the ad unit. These user actions are conversions, and they can be transactional or non-transactional. Purchases, newsletter signups, form submissions, and phone calls are all examples of conversions. Agency 39A helps you develop effective PPC campaigns and effective user experiences that work together to ensure the highest possible conversion rate.

Email marketing

Email marketing is  a great way to connect with your customers and build a relationship. Email allows you to easily send personalized messages to your customers and with marketing automation tools you to automate the process to significantly reduce the time and cost involved. They can also help you to create custom segments of your customers that you can target with different messages and offers. To get the most out of email marketing use subject lines that are clear and concise and include a direct call-to-action (CTA). You will also want to keep track of which emails get the highest open rates and click-through rates (CTR). This will help you tailor future campaigns accordingly.

Mobile marketing

Mobile marketing refers to any marketing activity that occurs on mobile devices, such as smartphones and other handheld devices, including tablets. A mobile marketing campaign involves creating advertisements optimized for mobile devices, sending push notifications, and building mobile applications. Mobile marketing targets mobile users by sending push notifications, mobile-optimized ads, and mobile apps, among other techniques.

Digital marketing is everywhere. It is a crucial part of your overall business strategy and the best digital marketers have a clear picture of how each channel supports their goals. However, there are many different digital marketing channels and it can become difficult to choose which ones to use. In order to choose the right digital marketing channel for your business, you need to determine what you want to achieve and pick the right digital marketing partner for the job based on your business requirements.

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