Digital marketing – Definition

The advertising and promotion of a business through digital channels or media is called digital marketing. Digital media includes the radio, television, mobile, social media platforms, websites, etc. Any marketing that is delivered through electronic means is called digital marketing. However, any person to person marketing and print marketing is not considered digital marketing. Most items of today are connected to the digital world through QR codes, URL landing pages, text codes, bar codes and online directories.

Digital Media – Why The Focus?

The shift to digital media has become very popular because of the easy personalized access that every business owner has, and also because it is easier to track the progress and results of an advertising campaign at every stage. Another reason is the low-cost, engagement of customers allowed by the media, availability of the channel to businesses of any size and it is helpful for any owner of a new business.

For consumers, Internet marketing is a boon amidst their fast paced routines. Any consumer reached out to their mobile phone to seek out the products and services that they want.

How to Build Your Business and Brand with Internet Marketing?

You can effectively build a business of any size though digital marketing at a lower cost. The foundation of all digital marketing efforts of a business is its website. Ensure that your website has the following characteristics:

· Adequate representation of the brand

· Relates to target audience

· Is at the top of search engine listings

· Is easy to navigate

· Is up-to-date

· Provides channels through the customer can communicate

· Able to connect with other marketing efforts/channels

Build a business website using a firm that has expert knowledge in website building and search engine optimization. This is the most important investment of your business. Once the website has been made live then managing the content is most important. Timely email campaigns, publishing of blogs, reaching out through social media platforms, etc., assume more importance than ever as they can make or break your business. Use search engine optimization to attract your clients with the right words and meta phrases. It would also remain at the top of the search engine listings thus ensuring a good amount of traffic to the website.

Because of the stiff competition that the keywords have, it is a good idea to support SEO with pay-per-click advertising. This may be difficult in the beginning but will settle down with some diligent work. The cost can be reasonable for this campaign too. Beyond any of these you can reach out to your targeted audience through any other channel. But ultimately, they should tie into your business website.

It is a good idea to tie up with a digital marketing agency to help your business have the right kind of effective online presence.

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Get specific with the objectives

As discussed earlier, video marketing is a significant venture involving a huge amount of expense for tapping on various resources. Consequently, the marketing team is left with the task of ensuring that the video marketing is being done for a specific purpose and no efforts included in it go waste.

Listing up the specific goals that the client wishes to accomplish through the video helps the PR experts get a better vision of what needs to be developed and delivered to ensure the success of the overall PR campaign. The goals can be effective only when they have a great mix of the three golden rules, namely: time-bound, measurability, and attainability.

Consider various video formats & types

Video marketing is a broad concept involving many different formats, styles, and structures. While developing video marketing strategy, you have to take into account the formats that you want to work with to accomplish your digital PR objectives. Amongst all, some of the most common video formats beneficial to PR agencies in establishing their clients online are tutorials, stories, and commercials.

Wisely choose the distribution channels

Another important thing to wisely make a choice is in the distribution channel to choose of the client’s brand in order to publish the visual content and attract viewers. YouTube is one of the most prominent and well-known video-hosting choices but on searching for a discounted price there are video sharing sites like Vimeo, Dailymotion, and Twitch available for rescue too. Another great option for PR firms is to publish brand promoting visual content through social media. Facebook, Instagram, and Snapchat are excellent mediums for sharing video content and the chances of getting major hits on the video increases when it gets supported by pages and people with a huge fan following at social media channels. Last but not the least option is to host the videos on client’s website itself. When deciding on a video format, be sure to try a few different channels before settling on one, this offers time for a PR company to figure out which publishing mediums create the best results for their client.

Value consumer-generated content

One of the new phases evolving and transforming the online marketing world is the Consumer Generated Content (CGC). In CGC the brands get the opportunity of tapping on the content created by the consumer of the particular industry one is dealing with. This is a great way to familiarize with the customer needs and then serve them accordingly. When customers are getting involved in content generation-one of the core promotional activities, they will feel a sense of attachment and will thereon promote the video content on their own through their respective social media profiles or other online channels.

Don’t forget to include a call to action

The worst thing about video content is when the content concludes without providing viewers with any direction on how to proceed or what to do next. This will simply end up viewers exiting the tab without taking an action in favor of the brand thus, wasting all the invested resources. PR agencies can prevent this loss of audience by ensuring that the brand’s visual content always carries a clear and direct call to action for the viewers because, in the very last, the video is being created and shared to expand reach continuously.

Tracking is also necessary

Video marketing is a big commitment, and the final step in this big work goes to paying attention to the analytics and ensuring that the video is accurately on track of achieving the objectives decided in the earlier stages. Viewership, social media shares, influencer mentions, clicks, conversion rates are some of the important metrics that will help the PR experts analyze and assess the impact of each video. Using analytics at the right time will help in better ensuring the success of video campaign and fixing problems appropriately if faced any.

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Digital Marketing Defined

Digital marketing is the advertising and promotion of businesses and their brands through digital media channels. Digital media, at the moment, includes websites, social media, radio, television, mobile and even forms of traditionally non-digital media such as billboards and transit signs. Essentially any marketing media that is delivered electronically is considered digital marketing.

This leaves only various forms of person-to-person (P2P) marketing, print advertising and direct marketing outside of the digital marketing umbrella. Even then, print ads, direct mail, print directories, billboards and posters are all starting to connect to their digital counterparts. With items like URL landing pages, QR codes, web banner advertising, online directories and text codes, traditional marketing and advertising almost always has a digital marketing connection.

Why the Focus on Digital Media?

The shift to digital media is being driven by marketing agencies, business owners and consumers alike. The ever-increasing demand to show quantifiable results makes going digital a dream for the digital marketing agency. Most digital media, including websites, social media and mobile advertising is much easier to track than traditional marketing media such as print advertising.

For business owners, many forms of digital advertising are very low cost. Having a web presence, engaging customers in conversations through social media and e-mail marketing are low cost alternatives to print advertising and direct mail. These digital channels are available to businesses of any size, and help to even the playing field for start-ups, small businesses and independent consultants seeking new business.

For consumers, the fast pace of life makes digital advertising a must. When consumers are in need of goods and services, gone are the days of thumbing through a phonebook to find them. Now, we whip out our mobile devices or head to our computers for answers – and we find them fast.

Using Digital Media to Build Your Business and Brand

No matter what size your business is – large or small to medium sized business / enterprise (SMB or SME) – you can effectively market your business through low-cost digital channels. The foundation of your marketing efforts will be your website. Invest wisely in your website, and be sure that it does the following:

• Adequately represents your business and brand (look and feel, messaging)
• Adequately speaks to your target audience
• Can be found by searchers on top search engines
• Is up-to-date and easily navigable
• Provides multiple channels for customer communication
• Connects to other marketing efforts

It is recommended that you work with a professional web design firm that is skilled in web development and search engine optimization. Because your website is the foundation to and from which all other digital channels will lead, it should be considered one of your top business investments.

Once you have your website complete, the next steps would be to launch regular monthly or bi-monthly e-mail campaigns, and connect with customers via social media. If you are truly on a shoestring budget, these are efforts that can be done in-house (by someone with the proper knowledge) or for a low cost by an outside digital marketing agency. Be sure that all of your efforts lead customers back to your website where they can fully engage with your business, products and services, and choose the channels through which they contact you.

If you’re interested in getting aggressive with search marketing, you can set aside some digital marketing dollars for search engine optimization and pay-per-click advertising. Many businesses today rely heavily on being found online to gain new customers. A common misconception among business owners is that simply having a website means that customers will find it. Not so. Your site must be built with specific key words and phrases, meta data, page content and linking strategies that will help it reach top search rankings.

Because many key words and phrases have stiff competition for top search rankings, you will need to supplement your organic search engine optimization efforts with pay-per-click advertising. Getting established with pay-per-click advertising campaigns can be a little daunting, but with a little time, effort and instruction, that too can be accomplished in-house, or for a reasonable cost through an outside digital marketing agency.

Beyond e-mail, social media marketing and search engine marketing, you can venture into a host of other digital marketing efforts. Mobile advertising, radio, television, electronic billboards and much more are available as marketing outlets. Whatever digital efforts you choose, they should all connect and tie into your foundation – your company website.

If you have the means, a wise investment would be to engage the services of a digital marketing agency to assist in your marketing efforts. Today, many digital agencies offer multiple levels of service to accommodate businesses large and small.

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