Digital marketing is more or less an umbrella term which is used to describe the sum total of the entire marketing efforts. In other words, it involves the marketing of products as well as services by employing digital technologies. It is also known as Internet marketing or web marketing. Though Internet is considered as the main platform for digital marketing, mobile marketing is also much prevalent. Further, display advertising (advertising on different websites in a variety of formats like video, audio, text, images, etc.) also falls under the category of digital marketing.

The business owners employ different channels like social media, Google search, their respective websites, etc. to establish a connection with their already existing as well as future customers. In fact, the concept of marketing is about creating a rapport with your audience in the right place at the most appropriate time. In the current scenario, you need to meet them where they spend their time the most – on the Internet.

There are several ways the brands can utilize digital marketing in order to make the most out of it. In fact, it not only helps the brands to promote their products, but also enables online support on a continuous basis, making the customers feel valued and supported. Further, the inclusion of social media makes it possible for the brands to receive positive or negative feedbacks from the customers, and also help them to determine which social media platform works best for them. We at Server Center make use of different digital marketing strategies to serve our customers in a better way.

Digital Marketing

There are a wide range of assets and tactics which are used in digital marketing.

Assets
  • Blog Posts
  • The Concerned Website
  • E-books and Whitepapers
  • Interactive Tools
  • Social Media Channels (Facebook, Twitter, LinkedIn, etc.)

Different Strategies or Tactics Used in Digital Marketing

Search Engine Optimization (SEO)

Search Engine Optimization is the process of optimizing a certain website in order to obtain high rankings in the search engine results pages, thereby maximizing the organic traffic to that site. In other words, SEO aims to improve the visibility of a website or a web page in the results displayed by the search engines. These results are often termed as “unpaid”, or “organic”, or “natural”. In fact, the higher the position of the website in the search results list, the more the number of visitors it will receive, who may later get converted to customers.

The process of SEO targets various types of search like video search, image search, news search, academic search, and the like. As a digital marketing tactic, SEO takes into consideration how the search engines and the concerned algorithms function, while at the same time analyzing the search patterns of the people.Website optimization may involve updating and editing the content, carrying out HTML and related coding in order to boost its relevance to particular keywords, and also to eliminate any barriers which stand in the way of the indexing process of the search engines.

Search Engine Marketing (SEM)

Search Engine Marketing is a kind of digital marketing which deals with the promotional activities of websites by way of increasing their visibility in the search engine results lists, primarily through paid advertising. This process may include SEO as well in the way that it updates the site content and architecture with the sole aim of ranking higher in the search engine results in order to boost the pay-per-click listings. Here, the methods used to optimize websites include keyword research and analysis, using back end tools, and taking stock of website popularity and saturation, to name a few.

Content Marketing

This refers to the process of creating as well as promoting good quality content for the purpose of generating traffic, brand awareness, lead generation, and so on. The type of content which you create solely depends on the requirements of the target audience which may differ as they move through the sales or purchase funnel. Here, the best way is to create buyer personas so as to get an idea about the goals or challenges of the customers and how you can relate this to your business. In general terms, the online content thus generated should be able to address these goals as well as challenges. Then you can move onto content mapping which analyzes the user behavior, the possibility of the user making a certain purchase, etc.

In terms of creating a content format, there exists several options which could be used in different stages of the buyer’s journey. These options can be divided into different stages like the awareness stage, the consideration stage, and the decision stage. In the awareness stage, you can think about creating blog posts, or short videos, or infographics which offer awareness about your brand. In the consideration stage, more detailed versions like E-books or research reports or webinars could be used to encourage the customers to consider buying a particular product. In the decision stage, you can make use of case studies or testimonials to enable the customers to take a decision on purchasing the product.

Social Media Marketing (SMM)


It involves the use of social media platforms as well as websites in order to promote a brand or a service. In fact, SMM is a popular digital marketing strategy with regard to both researchers as well as practitioners. Most of the social media platforms contain built tools for data analytics which enables the companies to take stock of the progress, engagement, and success of the marketing campaigns. In order to use social media in an effective manner, the firms should permit the visitors to post feedback in the form of product reviews, online comments, etc. This user-generated is also known as “earned media” and is found to be quite effective when compared to the advertising content developed by the marketers.

Social Media Optimization (SMO)

This process involves using a number of outlets as well as communities for the purpose of generating publicity so as to create awareness about a certain product,brand, service, etc. The different types of social media involved in SMO are social news and bookmarking websites, social networking sites such as Facebook, Twitter, blogging as well as video sharing sites, RSS Feeds, etc. SMO is more or less similar to SEO in that the common goal of both is to generate traffic to the websites as well as increasing the brand awareness. In general terms, SMO refers to optimizing a particular site and its content in order to encourage more visitors to use as well as share links throughout the social media networking sites. The most common examples of user engagement on social media include liking posts, commenting, sharing, etc.

Moreover, SMO is also quite effective as far as Online Reputation Management (ORM) is concerned. For example, if somebody posts a negative review of a certain business, the SMO strategy ensures that the negative feedback would not turn up as the first link in the search engine results list.

Pay-per-click Advertising (PPC)

This Internet advertising model which is also known as Cost-per-click (CPC), is used for driving traffic to the websites, in which an advertiser pays a publisher (generally refers to a network of websites or a website owner) when the particular ad is clicked upon. This model is normally associated with search engines like Microsoft Bing Ads and Google AdWords. Here, the advertisers place a bid on the search engines for keyword phrases which are relevant to their niche. On the contrary, the content marketing sites generally charge a fixed rate per click instead of following the bidding system.

Email Marketing

This comprises of sending commercial messages to a group of people. Looking at the broadest sense, each email sent to an already existing customer or a prospective one is treated as email marketing. In fact, this type of marketing is about making use of emails to send advertisements, solicit sales or donations, request business, etc., and focuses on building trust, loyalty, brand awareness, and the like. Further, marketing emails can be sent to a purchased list of leads or to the existing customer database. The purpose of these types of emails is to improve a merchant’s relationship with the current or past customers, thus encouraging customer loyalty as well as repeat business. Further, this method is also used to attract new customers and convince the current customers to buy something with immediate effect.

There are different types of email marketing like transactional emails, direct emails, etc. The transactional emails are those which are based upona particular customer’s action with a company, and these include purchase or order confirmation mails, email receipts, order status mails, and so on. In fact, the primary purpose of this type of email is to convey the necessary information regarding the action which prompted it. Direct emails include sending mails to provide information regarding promotional activities (for example, a special discount offered on a particular product). Normally, the companies make a list of the email addresses of the customers or prospects in order to send promotional messages.

Affiliate Marketing

This is one of the oldest types of marketing in which you refer somebody to a particular product available online, and when that person purchases the product based upon your marketing efforts, you are paid a commission. This commission may vary considerably from $1 to $10,000, according to the product which you promote. In fact, it is a kind of marketing based on performance in which a business offer a reward for one or more affiliates for every visitor brought in by the recommendation of the same. Here, the publisher or the website owner is often referred to as an affiliate.

Influencer Marketing

This is a type of marketing where the focus is laid upon influential people instead of the target market. In fact, it identifies the particular individuals who can influence the potential customers and focuses the entire marketing activities around these people. The influencer content may sometimes fall under the testimonial advertising category where the influencers themselves enact the role of potential buyers or third parties. These third parties may exist either in the supply chain list in the form or retailers or manufacturers or in the list of value-added influencers like industry analysts, journalists, etc.

Digital marketing necessarily includes two types of marketing – online and offline marketing. The above discussed strategies fall under the category of online marketing. The offline strategies include enhanced offline marketing which is done offline with the help of electronic devices, radio marketing, in which a radio commercial is created to generate business, TV marketing, which includes the involvement of television for marketing, and the like. Though digital marketing is done both online and offline, in this digital age, the relevance of online marketing is manifold as compared to its counterpart.

Benefits of Digital Marketing

Unlike offline marketing, digital marketing enables the marketers to view accurate results. Suppose if you placed an advertisement in a newspaper, it becomes quite difficult to estimate how many people really paid attention to the same. In fact, there is no way to know if this advertisement was responsible for generating any purchase. On the contrary, with digital marketing, you are able to measure the Return on Investment of any aspect related to your marketing campaign.

Here are some examples regarding the same:

Measuring Website Traffic

With the help of digital marketing, you are able to see the actual number of people who have visited the homepage of your website. Further, you are also able to see the number of pages they have visited, what kind of device they were using, the location from which they accessed your site, and so on. This information helps you to understand which marketing channels are driving traffic to your website. Further, you can also identify the patterns and trends related to people’s behavior before they reach the last stage of the buyer’s journey. Accordingly, you can implement strategies in order to draw more people to your site.

Content Performance and Lead Generation

Suppose if you have created a brochure for a product and posted it on the people’s letterboxes. In fact, this is also a type of content even if it is posted offline. Here it is very difficult to understand that how many people actually opened your brochure or threw it away. In the second scenario, imagine the same content being posted on your website. Here you can take stock of how many people actually viewed this page and also, you can collect their contact information using lead generation forms. This implies that digital marketing is quite effective here.

Improving Conversion Rates

If you own a website, then your customers are only a fewer clicks away from making a purchase. Unlike other mode of marketing which requires the customers to make enquiries or visit a shop, direct marketing enables them to make instant purchase online.

Attribution Modeling

An effective digital marketing tactic combined with the right kind of tools as well as technologies permits you to track the path of your sales funnel and connects a particular customer’s initial digital point of contact with the concerned business. This process is termed as attribution modeling, and it allows you to identify the user behavior and the recent trends with regard to a product, giving you more information about which part of your marketing strategy requires more attention.

To conclude, if you are able to understand which digital marketing strategy works better for your business, your job is half done.

Digital marketing is a broader concept which includes all of your online marketing efforts. It simply means utilizing digital channels such as Google search, social media channels and email to connect with current and prospective customers.Digital media isomnipresent and consumers can have access to information any time and at any place they want it. Gone are the days when the reviews people got about products or services came from you and consisted of only what you wanted them to know. Digital media is a robust ever-evolving source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. It simply connects people not only to you and give them an insight about your products and services, but also make them aware about what other people and your customers think about your business.

Digital Marketing
G

Grow Online

About Digital Marketing

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Lorem ipsum dolor sit amet, consectetur adipiscing elit

Lorem Ipsum dolar sit amet, consectetur adipiscing elit, sed do eiusmod tempor

Lorem Ipsum dolar sit amet, consectetur adipiscing elit, sed do eiusmod tempor

Lorem Ipsum dolar sit amet, consectetur adipiscing elit, sed do eiusmod tempor

Lorem Ipsum dolar sit amet, consectetur adipiscing elit, sed do eiusmod tempor

Lorem Ipsum dolar sit amet, consectetur adipiscing elit, sed do eiusmod tempor

Digital Marketing
About Digital Marketing

present your website to the world

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut.