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What is Digital Marketing and How It Works? Explained

Shahbaz Haider Jun 26, 2020 10 min read
What is digital marketing and how it works | Explained bu Shahbaz Haider

Digital marketing, social media marketing, PPC-campaigns, affiliate marketing, online marketing, internet advertising, and ROI… anything you call it, marketing your business online is a great deal these times. After all, internet usage has increased than doubled over the earlier decade and this group has massively changed how people purchase products and interact with markets.
So, what is a digital marketing and how it works? Digital marketing is similar to any other kind of marketing. It’s a way to combine with and change your potential clients. The real distinction is, you connect with and influence those customers online in the internet market.

Digital Marketing

Digital marketing leads to any online marketing purposes or assets. Email marketing, PPC (pay-per-click) advertising, social media marketing all great examples of digital marketing. They help originate people to your business and turn them to buy. Here are few basic digital marketing assets and tactics businesses use to reach people online market:

Digital Marketing Assets

Almost now a days anything can be a digital marketing asset to spread your business. It only needs to hold a marketing tool you utilize online. That meaning, many people don’t understand how common digital marketing assets they have at their end. Here are just a few samples:

  • Your Online Business website
  • Company's Branding
  • Content (company products, videos etc)
  • Infographics Images for products or company reports
  • Your business blog to express your products in details or demo
  • Online products store
  • Maintaining your products reviews
  • Social media profiles to attract people

As you can see above examples, those examples just scrapes the surface. Mostly digital marketing assets will fall into one of these examples, but experienced marketers are continually growing up with new methods to reach customers online, so the list keeps growing business in online market!

Digital Marketing Strategies in 2020

Digital marketing strategies is also constantly evolving in those examples, but here are few remarkable strategies most businesses are using in online marketing:

1. PPC - Pay Per Click

Pay-per-click (PPC) advertising is a general term that includes any type of digital marketing where you invest money for every click on an ad. Let's say, Google AdWords is a kind of PPC advertising called “paid search advertising”. Facebook Ads are different form of PPC advertising called “paid social media advertising”. We will discuss these in details.

2. Paid Advertising (Google, Bing, Yahoo)

Google, Bing and Yahoo allow you to run text ads on their Search Engine Results Pages (SERPs). You can set your targetted keyword to get click on your ads. Paid search advertising is mostly the way to target potential customers who are actively searching for a product or service like yours. Google, Bing, and Yahoo have strong system to get leads from a targetted audience.

3. SEO - Search Engine Optimization

If you don't want to spend your money or your budget is too low to get potential customers, you can also use search engine optimization (SEO) to try and rank your business in search results. You don't have to pay directly to get boost sales. SEO usually takes much time to rank your business, mostly no hard. There is many SEO companies, who can help you to build your audience by ranking you website to search engens.

4. Paid Social Media Advertising

Most social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest and Snapchat will allow you to run ads on their site. Paid social media advertising is great for building awareness with audiences that might not be aware that your business, product or service exists.

5. Social Media Marketing

Like SEO, social media marketing is the free, organic way to use social media platforms like Facebook or Twitter to market your business. And, just like SEO, organically marketing your business on social media takes a lot more time and effort, but in the long run, it can deliver much cheaper results.

6. Conversion Rate Optimization (CRO)

Conversion rate optimization (CRO) is the art and science of improving your online user experience. Most of the time, businesses use CRO to get more conversions (leads, chats, calls, sales, etc) out of their existing website traffic.

7. Content Marketing

Content marketing is another fairly broad digital marketing term. Content marketing covers any digital marketing effort that uses content assets (blog posts, infographics, eBooks, videos, etc) to build brand awareness or drive clicks, leads or sales.

8. Native Advertising

Ever get to the bottom of an article and see a list of suggested articles? That’s native advertising. Most native advertising falls under content marketing because it uses content to attract clicks (“you’ll never believe what happens next!”). Often, native advertising can be a bit hard to spot, since it is usually mixed in with non-paid content recommendations…but that’s kind of the point.

9. Email Marketing

Email marketing is the oldest form of online marketing and it’s still going strong. Most digital marketers use email marketing to advertise special deals, highlight content (often as part of content marketing) or promote an event.

10. Affiliate Marketing

Affiliate marketing is essentially paying someone else (a person or a business) to promote your products and services on their website. As you can see from the list above, there are a lot of different ways to market your business online, which is why many businesses either hire an agency to manage their digital marketing efforts or pay for an in-house marketing team and marketing automation software to cover their marketing needs.

Does Digital Marketing Work?

Digital marketing is a great option for any business. At Disruptive, we’ve used digital marketing to help all kinds of businesses grow—from mom-and-pop shops to internationally recognized universities and beyond. That’s the beauty of advertising online. If you know who you want to target, you can use digital marketing to target anyone, anywhere. However, that being said, certain types of businesses will benefit more from certain types of digital advertising. As a quick overview, let’s take a look at which strategies tend to work best for business-to-consumer (B2C) companies and business-to-business (B2B) companies:

1. B2C Companies

Generally speaking, B2C companies have much lower price points than their B2B counterparts. After all, it can be a little hard to sell a $150,000 drill bit (believe me, they exist) to a harried mom. But a $10 pair of kids pants? That’s a fairly straightforward sell.

2. B2B Companies

In contrast, paid search is a great option for B2B companies. Most B2B companies have very specific niche audiences that can be hard to target using social media. However, if you sell $150,000 drill bits and someone searches for “diamond-tipped oil drilling bit manufacturer”, you want to be the first result they see. Yes, you might pay more for your click than you would with paid social advertising, but with a $150,000 price tag, it’s money well spent.

How Do I Get Started?

The good news is, getting started with digital marketing is fairly easy. Most online advertising platforms make it easy to sign up and create your first campaign (it is how they make money, after all). Here are a few links to beginner guides for several different digital marketing strategies:

  • Paid search advertising
  • Search engine optimization (SEO)
  • Paid social media advertising
  • Social media marketing
  • Conversion rate optimization
  • Content marketing
  • Email marketing
  • The core of every successful digital marketing campaign, however, isn’t a guide.

    Conclusion

    Digital marketing is the marketing of the future. In addition to all of the benefits we’ve discussed throughout this article, you can track the results of your digital marketing efforts with incredible accuracy, which means it is easy to see which strategies are producing profitable results and which ones need some work.