Digital Marketing – These are the advantages

Digital Marketing – These are the advantages

Advertising on social media, online magazines, offers by e-mail – digital marketing is now used by almost all companies of all sizes. In practice, digital marketing means all marketing campaigns displayed on computers, smartphones, tablets or other digital devices. But what are the options and what are the advantages over traditional marketing methods?

What is digital marketing?

In digital marketing or digital marketing, digital technologies are used for the analysis, planning, implementation, management and control of marketing activities. In this day and age, that often means the internet is involved in some form, but text and multimedia messaging, as well as outdoor advertising on digital screens, can also be a digital marketing tool.

What is analog marketing?

In contrast, analogue marketing includes established advertising formats such as print media (flyers, brochures, etc.) or advertising on television and radio. Trade fairs and events are also part of this type of marketing.

Is online marketing digital marketing?

To make it short: yes. Online marketing is digital marketing. However, the reverse is not necessarily true. Digital marketing does not necessarily have to be web-based, but also takes place offline. Only digital technologies have to be used for this. One of many examples is the display advertising in Times Square. Digital marketing therefore only describes communication via digital technology, regardless of the source and medium.

How does digital marketing work? measures and strategies

There are many different tactics and specializations within digital marketing. Your own website forms a central hub. It is the basis for a large number of measures. The most common types of digital marketing are:

Search Engine Optimization (SEO)

Search engine optimization, or SEO for short, is about optimizing websites. The aim is to achieve the highest possible ranking in search engine result lists and thus more traffic on the website.

Search Engine Advertisement

Search Engine Advertisement, or SEA for short, refers to the placement of advertisements with search engine providers. The ads appear above the organic search results and are therefore frequently clicked on.

content marketing

Another form of digital marketing is content marketing. In content marketing, relevant content is offered free of charge to the target group in order to generate leads. It is not exclusively, but above all, digital. That is why SEO plays a major role here as well. An example of content marketing is the provision of e-books and white papers on relevant topics. Interested parties often leave their contact details for the download and thus become the lead for the company. Even after that, the interested parties must be provided with further valuable content and information as part of lead nurturing . The more relevant and high-quality the content, the more the leads interact with the company and the likelihood that a purchase decision will be made increases.

Social Media Marketing

Social media marketing takes place via social platforms such as Facebook, Instagram, Tiktok, or LinkedIn. Content relevant to the target group is shared or products and services are advertised. The aim can be to increase brand awareness, generate traffic or generate leads. It is mainly used in the B2C area, but more and more companies are also using social media marketing in B2B. Most social media marketing strategies do not aim to get the customer to buy directly, but to enter into a dialogue with the target group and build a bond. Accordingly, digital marketing via social media is often more emotional and personal than via other channels.
Paid ads can also be displayed on social media. These have the advantage that they are played out to potential customers in a targeted and efficient manner due to the large amounts of data.

affiliate marketing

With affiliate marketing, companies enter into a partnership with promoters. They promote the product on their own channels or websites and receive a commission for every purchase made through them.

Native Ads

Native advertising is all about displaying content-based ads across websites and platforms alongside unpaid posts. These often look just like all other content and are often not perceived as advertising at all. While it’s important that such posts are flagged as an ad, it’s done as discreetly as possible.

email marketing

Another tool in digital marketing is email marketing. Relevant and informative content is shared with the target group via email. These include, for example, blog posts, discount and sales campaigns or events. The advantage of e-mail marketing is that the e-mails can be played out in a targeted manner, depending on the phase in the customer life cycle and the customer’s interests. There is also the option of personalizing emails and thus addressing customers directly. The company can thus strengthen customer relationships and generate new sales.

Marketing Automation

Marketing automation is about automating digital marketing campaigns or activities with the help of software solutions. A possible software solution for this is a CRM system . Your advantages with a CRM are as follows:

Automatic collection of customer data and duplicate check

Customer data can be recorded and analyzed in a CRM system. And marketing automation already starts with the recording. Because you no longer have to enter customer data manually. For example, CRM solutions offer the option of reading email signatures or importing data directly into the system that a lead has entered in a form on the website. The check for duplicates is also carried out automatically.

Automatic mail delivery

Marketing automation in CRM automatically sends emails with the right content, at the right time, to the right customer. You can plan in advance at what point in the customer journey which mail should be sent. A major advantage of marketing automation is the high degree of personalization. For example, the customer can be addressed by his name and only receives offers and information that also correspond to his interests.

Automated evaluations

Marketing automation is an important tool in digital marketing, as evaluations can also be carried out automatically in real time. As a result, measures can be adjusted quickly and easily and the chances of a purchase can be increased.

Online PR

Online PR is also a tool of digital marketing. As with conventional PR, the aim is to promote reporting on the company, or on the products or services, on digital media, blogs or websites. The aim here is also to generate more attention or more traffic on your own website.

What are the goals of digital marketing?

Increase in website traffic

High-quality website traffic, i.e. attracting as many relevant users as possible to the website, is one of the most important goals of digital marketing activities.

lead generation

Another goal is to generate leads. Various measures contribute to this, above all content marketing. It is important to provide interested parties with the right offers at the right time and thereby generate contact data.

Branding and customer retention

Digital marketing is mainly used to build and maintain the brand image. An attractive online presence, both on the website and on various social media channels, helps to build a positive image. Accessibility and the exchange with customers strengthen the bond between brand and customer.

increase in efficiency

Digital marketing makes a significant contribution to increasing efficiency, in particular due to the possibilities offered by marketing automation and the fact that it is easy to measure.

Why is digital marketing important?

Measurable results in real time

To know if a marketing strategy is working, you need to measure how many customers it attracts and how much revenue it actually brings in. Digital marketing makes it possible to track and see the results of campaigns in real time. Website visits, link clicks, opening rates, clicks on ads: Success is easily measurable and traceable. These options are not available offline. In the case of print ads, for example, it is hardly possible to understand how many people have seen the ad and reacted to it.

Flexibility and optimization options

To stay with the example of a print advertisement: Once it is printed, it is not so easy to understand whether it will have the desired effect on the interested party. Unlike online ads, here you can use various tracking tools to find out within a very short time whether your content is reaching the interested parties or not.
And if the performance of the content is not so good, there are many options for adapting and optimizing content even during an ongoing campaign. This is often not possible with conventional advertising methods or is associated with high costs.

cost efficiency

Basically, digital marketing allows you to reach a wide audience at little or no cost relative to traditional methods.

personalization

Digital marketing enables the collection and structuring of specific customer data in a way that is not possible with offline marketing. Content, offers and discount campaigns can therefore be designed very personally. In addition, the content and campaigns can be tailored exactly to the interests of the customer or prospect. This increases the chances of making a purchase.

Closer customer loyalty

Both the personalization and the real-time communication and interaction with customers made possible by digital marketing increases the bond with your customers. This bond is important in the long term. Because loyal customers keep buying from your company and recommending it to others. This is how you secure your sales in the long term.

Use the advantages of digital marketing!

Digital marketing has become an integral part of today’s marketing methods. The advantages are obvious, it is a cost-effective way to address many interested parties and to carry out targeted measures. Through the possibilities of marketing automation, for example in the CRM system, digital marketing not only increases efficiency, but also facilitates evaluations and analyses. As a result, the performance of the ad can be constantly improved and the chances of making a purchase can be increased.

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