What exactly is Digital Marketing? Digital marketing is a multifaceted approach aimed at reaching, addressing, and building relationships with potential customers online, over a wide assortment of channels, and ultimately resulting in more sales in the future. Unlike direct marketing which traditionally relies on one-to-one contact between a salesperson and a client, Digital Marketing is channel-agnostic and addresses the changing needs of both buyers and sellers. With the advent of the Internet and its rapid adoption by millions of households around the globe, the entire purchasing experience has undergone a sea change, transforming the buying process from the point of product identification to the point of sale. As such, Digital Marketing agencies have had to evolve with this changing market place in order to stay ahead of the curve.
Responsibilities of Social Media
In today’s society, there are many avenues through which marketers can promote their businesses. Social media has opened up a wealth of possibilities for advertisers as it provides numerous avenues through which brands can be reached by consumers. Social networking sites such as Twitter and Facebook allow for instant delivery of promotional messages straight to millions of users with the possibility of a high level of engagement. YouTube and Wikipedia also provide useful information about upcoming events and product releases, while search engine optimization firms utilize their rankings to push up traffic to websites.
Traditional Direct Marketing Techniques
Although the Internet provides ample opportunity for traditional direct marketing techniques, digital channels such as search engines and online directories offer a far more effective medium through which brands can be promoted. By employing an SEO agency, businesses are able to leverage the value provided by these types of media channels to achieve desired results. While brands will often use traditional direct advertising techniques, they also have the option of using digital channels which can bypass the typical problems associated with this type of advertising.
One of the most common problems associated with marketing campaigns is the risk posed by Google’s Panda and Penguin updates. These updates banned the largest number of websites from the major search engines and created mass layoffs, mass email campaigns, and the banning of popular sites in certain industries. As a result, many digital marketers saw their budgets disappear as a result of these changes. Fortunately, social media platforms offer the perfect platform for promoting brand awareness through content marketing campaigns that can circumvent the Panda and Penguin updates. In fact, the rise of Vine and YouTube has resulted in campaigns being suspended due to YouTube and Vine videos which contained offensive material.
Digital Marketing is Over-Optimization
Another common problem in digital media is over-optimization. This occurs when digital media agencies create custom websites that link to affiliate products and other outside sources without taking into account the importance of backlinks. The result is that clients are receiving a lot of traffic and are not being subjected to the best keywords, which in turn leads to poor conversion rates. By creating websites that link to relevant content, agencies can improve website performance, increase user interaction, and improve the profitability of each campaign. With the right tools, digital advertising agencies can make their online businesses more profitable. By creating well-optimized websites, the agency can improve its return on investment, which leads to higher ROI.
Help Brand Awareness with Contextual Advertising
Finally, digital marketing channels can help brand awareness with contextual advertising. This is done by creating ads that feature the brand’s logo or images and are linked to specific keywords. This makes it easy for online users to identify the brand. When users search for specific information related to the brand, they will see relevant ads on the right side of the SERPs. This increases conversion rates for PPC campaigns. Moreover, by exposing customers to more content, marketers can increase overall website traffic which leads to a better user experience and, therefore, more sales conversions.
Social Media Platforms
Social media platforms provide the ideal platform for content marketing through engaging customers and promoting brand awareness. Through these platforms, digital agencies can create adverts that reach consumers directly through social media. Moreover, these platforms provide consumers with an opportunity to interact with the brands. They can post comments, questions and submit links to their products.
SEO plays a crucial role in improving search engine rankings. In fact, SEO plays a more important role than any other digital marketing agency in driving organic traffic to a website. It enables sites to remain within the first page results of major search engines such as Google, Yahoo, Bing and so on. SEO requires regular monitoring to ensure that it continues to improve search engine rankings. A good digital marketing agency can help a brand to leverage its online presence through smart SEO strategies.