Editor: It’s easy to assume everyone understands or can google what digital marketing is. In this short piece, Nkemka C’Merije tries to explain in layman’s terms what Digital Marketing is by answering the question – What is Digital Marketing.
Marketing is about connecting with your audience in the right place and time. Today, that place is the internet. People spend twice as much time online than they did 5 years ago. The way people shop, study and look for information has changed, which means traditional marketing isn’t as effective.
So what exactly is digital marketing?
According to Wikipedia, digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital mediums.
In lay man’s terms, it is achieving marketing objectives by applying digital technologies and media. These include all form of digital presence from websites, mobile apps and social media in conjunction with online communication techniques such as search engine marketing, online advertising, e-mail marketing etc.
I would like to point out that often times for digital marketing to work it has to walk hand in hand with traditional marketing such as print and telephone calls. Even though the techniques between digital and traditional marketing are different, the end value is the same; acquiring, engaging and retaining new and existing customers.
Digital marketing isn’t just about promoting products and services using digital media, it is also about customer experience, relationship development, branding and everything which covers the customer life cycle.
DIGITAL MARKETING LIFE CYCLE
The digital marketing cycle is a system that guides and optimizes the transition of customers through the customer life cycle stages. The cycle is made up of some core elements; acquisition, engagement, conversion and retention.
Before entering the digital marketing life cycle, analysis is done to know who the end consumers are. These are the basis for the content and style of posting for optimum conversion.
The goal of acquisition is to acquire the highest quantity from the target market visiting any of a company’s online platforms. Acquisition relies on a well-structured marketing strategy that targets different development through the purchase cycle.
Some of the tactics used are;
- inbound which are usually free tools used to get a company’s product/profile out there (blogs, social media marketing, videos, emails, etc.)
- outbound which are the paid tools used to get people to know about a company (paid search, PR, TV ads, social media ads, etc.)
- viral marketing which involves the use of proven marketing strategies to create buzzwords or marketing pieces that are attention-grabbing and memorable to sell a product or service.
Analysis should always be done after each campaign strategy to know what works and what doesn’t for better restructuring.
At this stage, the goal is to get the users acquired to engage with your online platforms. Users need to be nurtured into customers through micro conversions such as following a company’s Facebook or Twitter or dropping personal information such as their emails and phone number. Users need to be shown the value behind a company’s brand so they can take the step towards conversion.
The data gotten from engagement can be used to analyze customer behavior to structure campaigns that will lead to a user becoming a customer.
Some tactics used are;
- content marketing
- competitions on social media
The goal here is to convert prospects and users who have engaged with your online platforms into customers.
Some tactics are;
- email marketing
- discounts and promos for first time customers
- time limited offers
- targeted landing pages based on analysis from engagement
The goal here is to convert customers into repeat customers. Find the behavior which causes customers to be repeat purchasers and utilize it more and more.
Some tactics include;
- creating targeted campaigns for specific customers based on their buying persona
- giving repeat customers special treatment
Digital marketing is the use of digital technology to achieve marketing objectives. It works hand in hand with traditional marketing because their objectives are the same.
Was this article helpful? If yes, why not share with your friends on Twitter or Facebook.
What is your biggest takeaway from this? Mention them in the comment section below.
Also published on Medium.