Digital marketing is the promotion of a product, service, or brand through online platforms. <\/p>\n\n\n\n
There are two main types of online marketing: paid and organic<\/a>. Paid marketing includes digital advertising such as pay-per-click (PPC) through channels like Google, Facebook, and YouTube. <\/p>\n\n\n\n On the other hand, organic marketing\u2014which includes content marketing and search engine optimization (SEO)\u2014focuses on building an audience online without spending on ads.<\/p>\n\n\n\n Online marketing enables businesses to develop and convert more leads. With traditional marketing channels, you might miss a billboard on the side of the road. But with digital marketing campaigns<\/a>, especially targeted ads, you have to either scroll away from the ad or interact with it.<\/p>\n\n\n\n Let\u2019s break down some of the benefits of a digital marketing strategy<\/a> for businesses big and small.<\/p>\n\n\n\n In many ways, digital marketing campaigns are much more cost-effective than traditional marketing channels. It\u2019s both cheaper to produce, and cheaper to implement. For example, in PPC advertising, you pay only when someone clicks on your ad\u2014which is more cost-effective than traditional marketing, where you pay just for posting the ad and no results are guaranteed. <\/p>\n\n\n\n Email marketing is considered one of the most cost-effective digital channels<\/a> because of its substantial return on investment. Businesses average a return of $36 for every dollar spent<\/a> on email marketing campaigns.<\/p>\n\n\n\n Better brand recognition is central to any marketing initiative, as brand recognition produces more leads, which will hopefully translate to more customers. Digital marketing offers an unprecedented number of opportunities to make this happen. Let\u2019s look at some of the channels brands can use to accomplish this: <\/p>\n\n\n\n Internet users typically spend more than two hours each day on social media accounts<\/a>, which provides brands with ample opportunities to engage with their target audience online. This can be done through posts or paid ads, and is a great way to build brand recognition, especially if you\u2019re targeting a niche audience. <\/p>\n\n\n\n Like a recommendation from a trusted friend, people are more likely to buy a product that\u2019s been recommended by an influencer they follow. Influencers help brands build both credibility and recognition, the two things needed to convent a lead into a customer <\/p>\n\n\n\n Because of its rapidly increasing popularity, video marketing has become an invaluable tool for digital marketers<\/a> looking to increase a brand\u2019s recognition. A video doesn’t have to advertise a specific product to be successful. Simply by informing or entertaining potential customers with engaging content, you can increase awareness of your brand. <\/p>\n\n\n\n Digital marketing channels<\/a> allow you to target prospective customers with specific demographics and interests. So it\u2019s particularly useful for selling niche products or services. <\/p>\n\n\n\n With targeted ads, you can specify the demographics that match the profile of your target customers. For example, to draw customers who are interested in technology, you can see who is searching with keywords like \u201ctech,\u201d \u201ccomputers,\u201d or \u201cmobile device.\u201d Targeted ads allow you to then show these people your ads, which will hopefully result in higher quality leads. <\/p>\n\n\n\n With digital marketing technologies, you can reach more people through social media, which helps build a community around your product or service. Creating a community increases trust in your brand and builds customer loyalty. <\/p>\n\n\n\n When you engage with your customers on social media channels and answer their questions, they develop trust in you, which means you can ultimately gain higher-quality, longer-term customers. As you build and nurture this community and actively demonstrate support for your customers, they\u2019re more likely to recommend your product or service to other people.<\/p>\n\n\n\n\n\n\n There are many different types of digital marketing tactics, and each has the potential to grow your brand. Let\u2019s break down some of these specialties. <\/p>\n\n\n\n Search engine optimization (SEO)<\/a> is a type of organic internet marketing. The goal of SEO is to boost your website\u2019s ranking on search engine results pages so that prospective customers can easily find your site. Here are some common SEO strategies:<\/p>\n\n\n\n Inbound marketing is a form of internet marketing in which a customer finds you, rather than you targeting them. This is often done through producing content that\u2019s valuable to your target audience, which helps brands develop a relationship with those consumers.<\/p>\n\n\n\n Inbound marketing is a valuable tool, especially if you\u2019re trying to build a personal brand. You can attract new clients just by showcasing your work on social media platforms, for example. Newsletters, videos, and downloadable e-books or guides are all possible ways that you can draw the attention of buyers by sharing useful information that interests them.<\/p>\n\n\n\n If you want to get started with inbound marketing, you need to focus on putting out various types of content to showcase your knowledge. Since this is a method of organic internet marketing, the process can be slow, but the quality of the community you\u2019ll create with this strategic approach will be high\u2014so you\u2019re likely to gain top-quality customers in the long run.<\/p>\n\n\n\n With pay-per-click marketing, you pay a search engine or social media platform to showcase your content or product as an advertisement. As the term suggests, you pay only when someone clicks on your ad link. It\u2019s a strategic approach to digital advertising that allows businesses to target a specific audience and track how well the ads perform.<\/p>\n\n\n\n Social media marketing is the use of social networks like Facebook, Instagram, Twitter, and TikTok to promote products or services. <\/p>\n\n\n\n Related Read: What Does a Social Media Marketer Do?<\/a><\/em> and<\/em> Digital Marketing vs. Social Media Marketing<\/a><\/em><\/p>\n\n\n\n A food chain like Wendy\u2019s, for example, has used social media marketing campaigns to offer promotional content, polls, and jokes as a means of interacting with its audience and drawing the attention of buyers. In addition to the fast-food industry, fashion and tech businesses have seen significant success using social media platforms to boost their online presence.<\/p>\n\n\n\n Digital PR is the use of the press, individual bloggers, or content creators to promote your products and services. Brands reach out to these people, let them use their products, and ask them to promote the products to their audience.<\/p>\n\n\n\n You might have noticed in some YouTube videos, for example, that the content creator mentions the sponsor of the video. This is a type of digital PR in which the video creator is paid for mentioning the brand.<\/p>\n\n\n\n Digital PR is also utilized in blog posts or podcasts that help promote the product or service in the context of the main topic being discussed. It sometimes involves working with influencers<\/a> to promote your brand, which can be valuable if they have a sizable following.<\/p>\n\n\n\n The returns for this type of marketing have the potential to be very high when you work with reputable content creators who agree to promote only products or services that are trusted. The audience of a content creator can be quite large\u2014promoting a poor product would risk losing the trust of their audience. <\/p>\n\n\n\nHow Can Digital Marketing Help Businesses?<\/strong><\/h2>\n\n\n\n
![\"what](\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2022\/06\/how-can-digital-marketing-help-businesses.jpg\")
<\/figure>\n\n\n\nMore Cost-Effective<\/strong><\/h3>\n\n\n\n
Better Brand Recognition<\/strong><\/h3>\n\n\n\n
Social Media<\/strong><\/h4>\n\n\n\n
Influencers<\/strong><\/h4>\n\n\n\n
Video Marketing<\/strong><\/h4>\n\n\n\n
More Options to Reach Customers<\/strong><\/h3>\n\n\n\n
Easier to Build a Community<\/strong><\/h3>\n\n\n\n
Types of Digital Marketing<\/strong><\/h2>\n\n\n\n
SEO<\/strong><\/h3>\n\n\n\n
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![\"\"](\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2022\/06\/organic-search-ranking-seo.png\")
Inbound Marketing<\/strong><\/h3>\n\n\n\n
PPC Marketing<\/strong><\/h3>\n\n\n\n
Social Media Marketing<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2022\/06\/social-media-marketing-wenndys.png\")
<\/figure>\n\n\n\nDigital PR<\/strong><\/h3>\n\n\n\n
Content Marketing<\/strong><\/h3>\n\n\n\n
![\"YouTube](\"https:\/\/img.youtube.com\/vi\/KU9JwOxf4gU\/sddefault.jpg\")