Digital Marketing Definition
Digital marketing (webmarketing) refers to a set of tools, tactics and content used to communicate with customers or prospects on the web. Encompassing many different communication channels (website, social networks, Google searches, etc.), it makes it possible in particular to promote a business, generate leads or even retain customers …
Introduction to Digital Marketing
While we live in the digital age and have become accustomed to carrying out a considerable number of actions on the Internet (communication on social networks, online purchases / sales, administrative procedures, etc.), digital marketing continues to grow. develop. New tools and techniques are being created every day, and their effectiveness continues to grow, compared to stagnant (traditional) offline marketing.
All these new communication methods are very varied and are mainly based on two approaches: outbound marketing and inbound marketing. The first is to take an action to get in touch with a prospect (also called a push strategy). The second aims to create quality content so that it is an actor of the exchange and proactively make the process of reaching you (also called pull strategy).
Inbound marketing (often associated with digital marketing) requires a relatively large initial investment (time, content, SEO optimization, etc.) but is very profitable and efficient in the long term. Our In-sphere agency is specialized in Inbound Marketing.
Who is webmarketing for?
Digital marketing is so wide and varied that it can be exploited by any type of business, regardless of its field of activity (B2B and B2C).
While talking with many clients, we noticed that many had difficulty in projecting themselves and understanding the cogs that make the success of a web strategy. This is normal, as digital marketing is constantly evolving, and its media keep changing.
In order to better understand its usefulness, it is first necessary to understand on which media it is based.
What web media are used?
The effectiveness of web marketing is based on a multitude of Internet platforms and media – the most common of which are:
It’s hard to talk about online communication without mentioning the main medium in digital marketing – the website . Its objectives can be multiple depending on the core target and the field of activity (branding, sales, leads, etc.), but this will be the major asset of a company and the starting point of its digital communication strategy. Of course, it is still possible to establish an action plan centered on a different medium.
It aims to demonstrate your expertise in a specific area. Thanks to it, you will be able to express yourself on many subjects, and improve your online visibility over the long term (SEO), by crossing subjects and themes.
3) Social networks
Very useful for communicating with your prospects / customers and facilitating exchanges, social networks take a lot of time but are formidable assets! Facebook, Twitter, Instagram, LinkedIn, Snapchat… they all have their specificities, and your approach should be adapted depending on the tool used.
4) Mobile application
Current trends show that smartphones generate more Internet connections today than PCs (desktop), and modern businesses have understood this well. The mobile application is therefore an excellent medium for creating or responding to an existing need, and getting closer to its users on a daily basis.
5) High added value content
In this relatively broad category, we can bring together materials such as videos, webinars, E-books, infographics, brochures and other elements developed by the marketing consultant in delhi. The objective being simple: to produce high quality, unique content in order to generate as many online interactions as possible (new backlinks, shares on social networks, mentions of major brands, etc.)
Having effective, comprehensive and visually pleasing marketing support is an important first step. Now let’s find out how to use it to its full potential.
What tactics are used?
In order to promote your web support, a multitude of options are available to you. Successful businesses base their web strategy on these marketing approaches – let’s find out about them together:
A key asset of a successful Inbound Marketing strategy, this tactic is based on the creation of various content (articles, infographics, e-books) in order to generate traffic, attract new prospects and retain customers.
The strong point of content marketing lies in the diversity of the subjects covered, making it possible to target a large number of Internet users on the Internet. Learning how to properly organize your content creation will go a long way in achieving the desired results.
Natural referencing (SEO )
A source of immense and free traffic, SEO is based on a set of techniques carried out on a website (on-page), or outside it (off-page) in order to improve its position in search engines.
When it is well mastered and accompanied by an effective content creation strategy, it can significantly increase a brand’s reach on the web and website traffic.
Paid SEO (SEA )
While natural referencing takes a considerable amount of time to prove itself, SEA is almost immediate. It is based on a CPC (cost per click) auction principle charged to the advertiser when an Internet user types in a keyword and clicks on the linked ad. The most used platform is Google Ads (formerly Adwords) – discover its advantages in your communication.
Social Media Marketing (SMO )
Communicating via social networks allows companies to strengthen their customer links, facilitate exchanges and interactions, while reaching new prospects thanks to sharing tools, hashtags, stories, social TV …
It is also possible to set up advertising campaigns (native advertising) within the various platforms in order to extend the reach of publications.
Based on a principle of digital “word of mouth”, affiliate marketing consists of promoting a product or brand on the Web, in exchange for a commission for each sale / lead generated.
Email marketing (email marketing )
A strategy based on outbound marketing, emailing allows brands to communicate with an established customer base and promote various offers, content, important information or events. This approach can be useful for building customer loyalty, but can also have the opposite effect when used excessively.
Advertising native (native advertising )
This advertising format increasingly used on the web is characterized by its advertisements whose appearance and ergonomics are similar to the site which publishes them. Its objective is to promote content or commercial offers in a natural, non-intrusive way, and not to alter or deteriorate the user experience. We find in particular native advertising on social networks (with the famous mention “sponsored link).
Unlike native advertising, display aims to highlight a clearly identified advertisement across the web (website, blog, social networks, etc.), in particular via Google Ads.