Digital marketing, also known as digital advertising, is the part of marketing which uses modern digital technologies like mobile phones, computers and other digital devices and networks to advertise products and services worldwide. This part of marketing includes websites, emails, apps, social media pages, websites, search engines, pay per click programs and other interactive sites and networks. Digital marketing is a rapidly growing and very competitive form of global advertising.
In digital marketing, brand awareness begins with the creation of a digital platform, which becomes the channel through which the customer or channel partner initially interact with the brand. The creation of this platform requires careful planning, in order to achieve brand goals. In the case of mobile apps, brands must ensure that apps have the functionality to reach all the key users of the mobile phone or device, and that these apps are optimized for each individual channel.
On the one hand, brands need to focus on the distribution channels to boost their online presence. Distribution channels include the physical, online and virtual aspects of the retail chain. Apart from that, there are many digital channels such as social media strategies, pay per click programs and search engine optimization, all of which help brands in reaching out to target users. These channels further help in driving the brand messages and ensuring brand credibility.
Brands also need to take care of the brand messaging, while designing and distributing digital marketing campaigns. These include SMS ads, apps ads, Facebook ads and web content. The content should be well-positioned in the app, so that it is easy for users to find and act upon the app. These platforms should make it easy for the creatives to put brand personality in the ads, by choosing the right colors, textures, images and videos. Further, creatives need to ensure that the platform encourages the creatives to work with visual identity, rather than just copywriting and keyword focus.
Creatives and digital advertising platforms should also support each other, and not compete with each other. This can be seen in the case of mobile marketing campaigns, where some digital marketers still prefer to work with SMS, while others prefer to create their campaigns through Facebook or apps. In traditional marketing, brands work with a number of platforms and often change them according to the changing trends. However, the digital advertising platforms have made it possible to easily measure results and create custom campaigns.
It is not enough that digital marketing experts take care of the distribution channel, but they should also consider how they can influence consumers to take a particular action. For example, they can use different versions of the same ad, with varying prices, depending on which country the brand wants to market the product in. In the pay-per-click advertising programs, advertisers only pay when their ads are clicked, which helps them control costs.
Conversion rate is another aspect of digital marketing that should be taken into consideration. In the pay-per-click, advertisers only pay when people click on the advertisements, but they don’t have to pay again if the users do not make any purchases. But with digital channels, companies have to calculate the conversion rates every time visitors to click on the advertisements, and then track the results over time. This helps them get a better idea of what percentage of their audience actually makes a purchase. The statistics also show that digital channels bring in more conversions, and which ones bring in fewer conversions.
Brands need to use various tools to manage their digital marketing channels in order to create an impact on consumers. This is because the reach of the internet and the increasing popularity of mobile apps have created a new platform for brand awareness. Nowadays, people log on to their phones or tablet devices to do research on different products. And if the company’s brand name is on the app, it gains more exposure, and the users search for the brand more often. When more people visit the company’s website and buy the products or services, more people become aware of it, and the brand starts to increase its market share. Digital channels can help a brand achieve all these objectives, and even more, depending on the type of business they are running.