DIGITAL MARKETING (Page 1)

  

                   WHAT IS DIGITAL MARKETING?

Digital marketing which is also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web based advertising, but also text and multimedia messages as a marketing channel.

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Digital marketing is marketing your product, whether a good or service, through digital means. It involves marketing through online mediums and can be understood as the opposite of traditional marketing.

Digital marketing constitutes all the modern marketing techniques and is a growing marketing trend.

TYPES OF DIGITAL MARKETING

1. Search Engine Optimization (SEO)

2. Content marketing.

3. Affiliate Marketing

4. Paid Social and Paid search advertising.

5. Email Marketing.

6. Mobile marketing.

7. Social media marketing.

8. Video and Audio Marketing

BENEFITS OF DIGITAL MARKETING

• It reaches a broad spectrum of internet users who spend their time and money online.
• It pins small businesses in top-ranking positions over brick-and-mortar firms with a meagre advertising budget.
• It provides businesses with laser-focused control to ensure target audiences read their messages.
• It allows personal-level marketing to provide comfort and security for customers to subscribe to the messages and purchase. 
• It enables tracking ads and communicating with the target audience. 
• It provides scaling and adaptability for growing businesses to get instant results and optimize accordingly, reducing lost revenues and wasted ad spend.
• It influences the purchase decisions of internet users who look for services, products, or anything they desire online. 
• It allows businesses to market to people by various means that show individual respect.

FUNDAMENTALS OF DIGITAL MARKETING

The fundamentals of digital marketing — understanding your audience, creating valuable content and measuring results — refer to the guiding principles that can help lead your strategy and result in successful marketing campaigns.

The fundamentals of digital marketing refer to the guiding principles that can help lead your strategy and result in successful marketing campaigns.

There are 3 major fundamentals in digital marketing, these are: 

1. Understanding your audience: Digital marketing begins with understanding your target audience:
   • Who are they?
   • What are their interests, preferences and behaviors?
   • What problems do they have that your product or service can solve?

   By answering these questions, you can create targeted campaigns that resonate with your audience.

2. Creating Valuable contents: Content is at the heart of digital marketing. Whether it’s blog posts, videos or social media updates, your content needs to provide value to your audience. This can mean educating them, entertaining them or inspiring them. Whatever the format, your content should be engaging, informative and shareable.

3. Analytics, Measurement and Data: To be effective in digital marketing, you need to track your results and measure your return on investment (ROI). By using tools like Google Analytics, you can monitor website traffic, engagement and conversion rates, and use that data to adjust your campaigns accordingly.

   “Think of the data as the book ends; data holds the content together,” Haddox said.

   This means starting with data to define your audiences for targeting and ending with data for optimization.

AIDA MARKETING MODEL

The AIDA Model, which stands for Attention, Interest, Desire, and Action model, is an advertising effect model that identifies the stages that an individual goes through during the process of purchasing a product or service. The AIDA model is commonly used in digital marketing, sales strategies, and public relations campaigns.

the purpose of the model is to guide an advertiser or marketer (including salespeople) through the four stages a purchaser takes in any buying journey. Those stages together are called a purchasing funnel.

                                                AIDA Marketing Model displaying the four stages of a buyer

1. AWARENESS: The awareness stage is where a potential customer becomes aware of your brand. This can be achieved by putting your content at the front and center of your customers. You must make your content engaging and attention-grabbing enough to make your customers curious.
2. INTEREST: Once your target audience is engaged, they will want to learn more about you, the benefit of your product or service, and your compatibility with them.

   To make your target audience feel excited, you need to align yourself closely with their needs and values. One way to do this is to create stories that resonate with them. Storytelling has been a medium employed for centuries to stimulate feelings of empathy, curiosity, and excitement.

3. DESIRE; Your target audience, at this stage, enjoys consuming the content you provide them with. You must identify the gaps between where your audience is and where they can be with your solutions and create content to help them get where you want them to be.

   Keep serving your audience with content, be it blog posts, social media posts, or landing pages containing eBooks or other gated content.

    

4. ACTION; After generating enough desire for your product or service, give your audience a chance to act on it by providing a clear next step. Keep the next step low-friction but high in value. By high value, we mean there should be something for the customer. After all, what’s the point of all the relationship-building exercises if the reward isn’t substantial enough?

   If they understand the outcome of the next step and find it valuable enough, they are more than likely to act.

    

    BRAND

A brand is a product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed.

Branding is the process of creating and disseminating the brand name, its qualities and personality. Branding could be applied to the entire corporate identity as well as to individual products and services or concepts.

Examples of Brands.

Nike                     

Apple

Adidas

   BRAND IDENTITY

It refers to the unique characteristics that influence a brand’s perceived personality, appearance, and behavior. A brand’s identity encompasses tangible and intangible elements, including its history, name, personality, and visual identity.

To understand brand identity, it helps to think about what comprises a person’s identity. Individuals are a combination of elements such as their name, origins, personality, values, beliefs, story, and physique.

DIFFERENCE BETWEEN LOGO AND BRAND

A logo by itself is a graphic element that represents the brand, while a brand is a combination of all tangible and intangible aspects that represent the organization. Without the brand, the logo wouldn’t have a real meaning, it would be simply a graphical element.

A brand is the emotional and experiential qualities that fuel perception and ideas that others share and experience about a company.

A logo is a visual mark showcasing the character and essence of the brand.

MARKETING FUNNEL

A marketing funnel is a series of stages to guide prospects through the customer journey. The funnel helps marketing teams plan and measure efforts to attract, engage, and convert prospects through content and other marketing materials, like landing pages and ads. It also describes your customer's journey with you.