Digital Marketing

Digital Marketing or Search Engine Marketing is a vital breath of fresh air for almost every business today. With the development of Internet sales instruments have sufficiently changed recent decades and all marketing efforts are now directed online. Most companies have changed their business model, preferring to close their physical stores and proceed with online sales; those who ignored the importance of the web were desperate to stop their activity at all. The reason is very simple and clear: all people feel much more comfortable placing orders on goods and services from their pc at home, from the mobile device on-the-go, or having fun and enjoying somewhere with their tablet in hands; saving precious time and energy for those whom they love. This is the simplest answer why no business can survive without a good web marketing strategy for letting people know about the premium class products and helping millions get their best solutions. 

Types of digital marketing strategies and their advantages

Here we will help you understand the types of digital marketing strategies and how they can bring customers to your business. 

There are two main ways of business promotion and both of them can be used in B2B Digital Marketing and B2C Digital Marketing with the help of search engines and social platforms: the paid search and the organic search. In the first case you have to pay per one click to the search engines and advertising platforms to rank your web-site or business profile (page) higher when people are searching for something using keyword queries. In the second case search engines rank your web resource based on its quality as per their estimation. Different search engines have their criteria and ranking factors, but the common and the most important rule is the best fitting to the users’ request.

Paid Search Engine Marketing includes:

1. 1. Pay Per Click (PPC) or Search Engine Advertising – this type of advertisements are the most known and popular. They are ranked on the top of the SERP when people are looking for something, using mostly commercial queries.  As everyone knows Google Adwords currently is the biggest advertising platform dominating the web for search ads. Professionally set search advertising brings good ROI and additional high revenues. To lead successful advertising campaigns you should better consult experts and get best of this paid search engine marketing tool. 
   2. Display Ads – are close to the search ads but they are shown mainly on the website pages, and not on the search result pages. They are also called banner ads, displayed as pop-ups with advertising content on the relevant resources: website pages, YouTube videos etc… This is another powerful sub-division of paid advertisements that involves in it a big audience of users and companies.
   3. Cost Per Action or CPA – is a type of advertising where payment is only charged when targeted clients audience fulfill certain actions, in other words interact with the ads ending up in a certain result, for example: clicking on the ad to proceed to the site, registering on the website, buying certain goods or services or other bespoken action. 
   4. Affiliate Marketing is actually based on the CPA model as the advertisers pay to their affiliates only for a certain type of conversion which is preliminarily agreed between the two parties, like registration or purchase. This seems to the most effective paid advertising in the terms of KPI and ROI. 
   5. Google Shopping – is a paid Google’s service that shows product cards in the separate SERP section called “Shopping”. The algorithm that defines which products are displayed in the response to the users’ queries is something middle between Adwords and organic ranking.
   6. Social Ads – advertisements in the social networks such as Facebook, Instagram, Twitter, etc… This type is very similar to Display ads and Remarketing, but in social network sites.  A great advantage of a social ad is that it can be easily and quickly shared, thus highly growing the number of views and delivering great conversion. Social ads work for every type of business. 
   7. Native Ads – are a type of ads that naturally mix to the webpage’s content and design, this is why they are called native. Though they are not so eye-catching and looking as an advertisement, they still have a very good conversion ability.

• E-mail Ads – Sponsored e-mail advertisements that are delivered to the users’ inbox.  The advertiser is charged only for the first click of the user that opens the advertisement in the inbox, unlike Google Adwords, where every single click must be paid for. 

1. Mobile Advertising – most often mobile advertising is fulfilled through the downloaded apps, push notifications, SMS and MMS, as well as websites with personalized content. Mobile advertising as part of Mobile Marketing activity is already overpassing desktop and tablet targeted ads. 

“Free” Internet Marketing channels include:

• Search Engine Optimization (SEO) – is a big list of technical and on-page improvements, as well as off-page optimization or link-building procedures aimed to improve the organic search performance of the site. This is not fully “free” as you invest financial resources in it, but it turns to be the most effective and the most profitable from all the above listed marketing models, because all the funds that you use to optimize you site keep the achieved results for a long time (for years), while all paid ads work only while you invest money in them. SEO must be your first step to acquiring good traffic to your site.

1. 1. Viral Content Marketing – a strategy, the idea of which is creation of interesting and attractive content, which people are eager to share on the social networks. Thus spreading it over the internet very fast and creating great interaction of your content, webpage with a big audience of users. Content sharing and active interaction is a very powerful signal to the search engines that the information offered on the web resource is very precious for people.
   2. Email marketing – is a simple process of sending marketing emails to the potential clients, whose email addresses where previously collected through registrations, free enquiry or purchase of goods and services, etc… When planned and fulfilled professionally, email marketing campaigns can bring your cold leads base into active and happy clients. Email marketing is a powerful instrument which must be led by almost every company. 

• Social Media Marketing –  is posting and sharing attractive propositions and all sort of marketing and in many cases non-marketing content to win relevant audience, grow brand awareness and let more people know about your company, our unique product or service.

• Video Marketing – mainly organized as YouTube channels to let users see and hear about one’s products or services, giving a unique impression of a personal meeting and communication with the narrator, creating special friendly and cozy atmosphere for the audience while advertising or leading direct sales via a recorded video, which can convert leads 24/7. 

• Mobile Marketing – is a collective term which means using all marketing channels to drive traffic from mobile devices. This web marketing strategy kicks into high gear every day as most of the web searches are fulfilled from smartphones and tablets, from the devices which are always with them and easy to use. Thus all content is adjusted for the comfortable use and engagement on the mobile devices.

What is Marketing Automation and how does it act in reality?

Automation is aimed to be used in all kinds of activities for optimization of the processes and saving all the involved resources, including time, finances, materials, etc… Digital Marketing also has different automation tools, which are software solutions that help in providing fast and targeted e-mail and social media campaigns, assisting in the following collection of the data for statistics and KPI and ROI measurement.  Marketing automation is a very useful and time saving solution, but it is not 100% universal and flexible, because it can not be used for most of the Web Marketing strategies. For example if one tries to use automation is Search Engine Optimization this can lead to dramatic results and penalties, like automatic link-building or automatic content generation – in these cases automation will bring you more damage than benefit. To get all of the Online Marketing Automation you should consult experts and find the best options for your business together.