For those who face digital martial arts for the first time, this is both a huge step into uncharted territory and a movement towards success. Today, you can no longer imagine a successful business that is not present on the Internet. “If you are not online, you are not in business” (Bill Gates).
Digital has become a part of everyday life. The consumer is looking for information about the product, buying, studying, having fun using digital channels. The boundaries between offline and online shopping are gradually disappearing.
Let’s turn to Wikipedia to compare both definitions of marketing:
Marketing (from English marketing “market activity”) is an organizational function and a set of processes for creating, promoting and delivering a product
Digital marketing (digital marketing) is a general term used to refer to the targeted and interactive marketing of goods and services. But, frankly, digital marketing is just marketing. And the main rule in marketing is to make the right offer at the right time in the right place. To do this, you need to know your customers well and be in touch with them.
How digital marketing works
Digital marketing works by creating touch points, or interaction points, using channels such as Facebook, search engines, email and YouTube to build relationships with potential customers.
For example, author’s knitted children’s toys could previously be sold offline in a store or marketplace, focusing on a limited area and promotional tools. Today, by creating an online store or social networking account, you can offer your product to the world. Loudly said, but it is true.
The rapid development of the Internet and technology has provided tremendous opportunities especially for small businesses. With a limited budget and a creative approach, you can quickly make a name for yourself and achieve great results. Create an online store in a few days, run an advertisement, the most targeted audience, and start selling in the first week – this is digital-marketing in action.
Tracking the statistics of the site and social signals – comments, likes, reposting, you can get to know your customers better and quickly adjust your advertising campaign. Digital marketing tools allow the company to be as client oriented as possible.
Even offline sales outlets can use digital communication channels. For example, a cafe can set up advertising in social networks so that people within a radius of one kilometer from the institution, received an invitation to a cup of coffee or learn about the promotional offer. Impressive, isn’t it?
Digital marketing tools:
SEO (Search Engine Optimisation)
Search engine optimization – allows you to make the site more visible in the output. Statistics show a steady growth of online shopping, so the total sales of online stores around the world may reach 2 trillion U.S. dollars by the end of 2019, which is 6% more than in 2017. I will quote Bill Gates: “If your business is not online, then you are not in business.
SMM (Social Media Marketing)
Social media marketing allows you to create a brand image by maintaining accounts in selected social networks (Facebook, Instagram, Twitter, Snapchat…), preparing content of interest to the target audience, setting up targeted advertising and working with opinion leaders (bloggers that influence the behavior of a certain audience) – influence marketing.
Contextual advertising is an advertisement that the consumer sees in the search results. The advantage is that it allows you to accurately target the consumer who wants to make a purchase at the moment.
You can set up dynamic remarketing – it is the same contextual advertising, but only even more targeted. For example, it can be set up for visitors to the site, who put the product in the basket, but did not pay for it.
In addition, advertising can be configured in applications, programs, games, e-books – choosing the channel that is most popular with your audience.
E-mail marketing is one of the instruments of traditional marketing, which in the era of digital acquired a new sound. Today, mailing list services allow us to personalize our customer service, set up automated sales funnels, and build long-term and trusting relationships.
For example, today with the help of e-mail services it is possible to send a promo offer on a birthday, reminders about the goods, promotions, new goods or articles in the blog viewed on the site…
Detailed statistics allows you to track and correct your actions. You can analyze the percentage of opening letters, clickability – click on the links offered, conversion rate – made a purchase, registered for a webinar, etc. It is enough to choose the service and get great opportunities to access the target audience.