What Is Digital Marketing?


What is Digital Marketing And The New Marketing Paradigm?

digital marketing training skills

The Old Marketing Paradigm

The “old” marketing used to revolve around pushing images through clutter background like televisions, newspaper ads, etc. This “pushing” will ultimately reach and shape the purchase decisions.

Branded messages, crafted contents by brilliant creatives on advertising channels simply work in the not too distant past. Consumers became aware of the companies through TV, print and some primitive online devices.

Consumers do not have much information on their hands like now. The familiarity of the brand through the media drove sales, leads, customers for the companies. From above we may conclude that consumers used to purchase products and services through familiarity and intuition.

There was no enough information for the consumers to make rational choices after all. People will look around at comparable products and services on the shelf and pick the brand that felt right to them. Purchasing used to be a sentiment-backed guesswork.

Marketers often do not know which works and does not because true campaign tracking was impossible before the start of digital marketing.

The New World Of Marketing: Digital Marketing

Digital marketing is named as “web marketing,” “online marketing,” and “internet marketing” in different countries. Since 2013, it is widely known to the world as digital marketing.

Some of the 9 skills well sought after right now in digital marketing includes 9 of these skills since it’s intervention.

Digital marketing meant any type of marketing tactic that utilizes the Internet, digital technology devices to market products and services. Digital marketing daily activities include email marketing, web analytics (google analytics), search engine optimization (SEO), search engine marketing (PPC), content marketing (blogging, copywriting, graphics, infographics, images, videos, etc), web development, web design, content management, social media marketing and more.

Digital marketers have tons of all these skills at their fingertips.

Unlike traditional marketing who used to be all about pushing the companies messages to consumers and getting them to hear it. Consumers’ limited information gave the opportunities of brands to influence all sorts of customers’ sentiments and choices by gathering eyeballs and attention through TV, Radio, and prints.

Most of what the companies used to do in traditional marketing are heavy guesswork and marketers didn’t exactly know why certain marketing strategies just work but it works.

Digital marketing, however, is data-driven. Digital marketers have access to all the custom campaign reports for a complete analysis of consumer behaviors and optimization.

Digital Channels?

Place your lens over the traditional marketing methodology and view the whole new world of marketing through digital in a brand new light.

Digital channels refer to the different pathways we can use to reach consumers where they are stationed. A digital channel is a pathway used by companies to provide information, education, entertainment, awareness of their products and services into the ears and hearts of the consumers.

Information now flows both ways between customers and companies in the 21st century. Bad news and good news for marketers is that consumers are not very well informed through the many digital channels that provide information.

All the good and bad will be within seconds reach through Google, Facebook, Twitter and more. However, digital marketing penetration and channels gave rise to opportunities to brands in developing an even deeper connections with consumers beyond what was previously possible.

Digital channels include:

  • Search marketing channels (Google – Organic searches and paid searches listings)
  • Mobile marketing channels
  • Social media marketing channels
  • Websites
  • Video marketing
  • Digital storefronts
  • Gamified environments.
  • Affiliate channels (Carousell, Shareasale, Qoo10)

Digital marketing does not work in a single channel. It is actually more complex and complicated than before. Consumers and companies can now share information readily as and when they want. Digital marketing campaigns make use of many multiple strategies such as a combination of search engine marketing, search engine optimization, content marketing, email marketing, social media marketing, etc. Experienced marketers will understand how to use these channels together seamlessly.

The new paradigm has created a world of marketing that demands brutal honesty, full accountability and complete transparency for the product and services brand.

Omni Channels Vs Multiple Channel Marketing?

However, do not get confused with omnichannel marketing and multichannel marketing – they are different.

Omnichannel marketing – shopper based and not channel based. Omnichannel marketing is focused on delivering consistent, personalized experience for shoppers across all the channels and touchpoints. The objective is to improve the customer’s experience, make it easy and seamless as much as possible no matter which channels the customers are coming from, make it consistent.

Multichannel marketing – every channels work independently from each other. Channels include social media, search marketing, video marketing, physical store, online websites. Every channel has its goal and strategies using multichannel marketing.

Traditional Marketing & Digital Marketing Integration.

Traditional marketing is not dead, it should be used together with digital marketing like bones and tendons. They can be integrated to provide greater reach, sales, and leads generation. Print advertisements such as brochures, QR cod stamp booths, in-store promotion can be integrated for more successful business penetration.

Online and offline integrated marketing, for example, can be launching a search marketing campaign through Google paid search (online) to promote the one (offline) event like a webinar of sharing sessions.

During the event, leads, information and sharing sessions can collect email, contact information for companies to send emails via mobile marketing (online). Customers gather information through the event (offline) can also get to buy the products and services online later through the website (online).

Digital Marketer Skills at Fingertips

Digital marketers today need to have many skills at their fingertips. They are good strategists that know how to fabricate a solid and cohesive brand strategy that leverages all the digital channels as a medium. Here are but some of the skills digital marketers use to learn and utilize at least once in their digital marketing career:

  • Email Marketing
  • Content Marketing – Blogging, Copywriting, Graphics, Images, Videos, etc.
  • Search Engine Optimization
  • Search Engine Marketing
  • Web Analytics
  • Mobile marketing
  • Video Production
  • Adobe (Graphics, Videos)
  • Web Development
  • Web Design
  • Marketing Automation
  • Conversion Rate Optimization
  • Landing Page (SEO/SMM/PPC)
  • Affiliate Marketing

Modern Digital Consumer

Do you check to compare the price of buying products and services offline nowadays when you are in a physical store before making the purchase? I believe most of you do, in fact, most of the consumer side of the experience including real-time product and price comparisons, social data recommendations, intelligent mobile shopping apps are becoming the status quo for the new digital consumer.

Now, the modern age – the brick and mortar physical retail stores, etc are finding a hard time to cope with nowadays tech-savvy customers.

Amazon, Zappos, Taobao are giant digital storefronts that have redefined the standard of customer service over the web. eBay created a platform of unprecedented marketplace that virtually eliminated the barriers between the buyers and the sellers. Apple and Google are changing the way people consume and purchase media in many ways different from the past.

The world of the marketing universe is evolving faster than any of us can realize. And the rate of change is going to accelerate more in the coming years.

What is a Digital Marketing Strategy?

A digital marketing strategy is like a master plan used by digital marketers to reach and achieve bigger goals. Digital marketer uses many strategies, they are like storytellers, curators, perpetrators at the same time. They use many campaigns, feed messages into different channels in naturally and have the stakeholders run with them.

They then listen, facilitate conversation, share them strategically to maximize all impacts. They analyze the reach of all the content and conversation through analytics and optimize all the behavior accordingly. All these to improve the ROI is the objective of a strong digital marketing strategy.

Like many other forms of marketing, a digital marketing strategy often involves all these subsets:

  • Customer persona
  • Marketing objectives
  • Marketing goals and serving the right information
  • Identify target markets
  • Competitive Analysis
  • Manage and allocate resources to achieve the goals
  • Data collections via Web Analytics
  • Optimize campaigns performance consistently

Don’t get set into one form. Adapt it and build your own. Let it grow, and be like water. Empty your mind, be formless, be shapeless – like water. Now you put water into a bottle; You put it in a teacup, it becomes the teapot. Now water can flow or it can crash. Be water, my friend. Bruce Lee, 1970

Digital marketer and digital marketing strategies must flow and ebb the roles and behaviors on a constant basis. They should start off spreading activities of a wide range of channels and content types and see which attracts the most interest and see what works. The same mindset that makes a good practitioner for Jeet Kune Do also makes a good digital marketer and its’s digital marketing strategies.

What is a Digital Marketing Campaign?

Digital strategy is the series of actions that marketers take to achieve marketing goals. Digital marketing campaigns, on the other hand, are the building blocks and actions within the strategy to move your company toward meeting the goals.

For example, you might want to share some of your highest performing gated content on Facebook so as to generate more leads via that channel. This is one digital marketing campaign that is part of the digital marketing strategy to generate more leads.

So, Why and How to Use Omnichannel in Digital Marketing?

Using omnichannel improves the user experience of the customers, a good digital marketing strategies should be able to evaluate and make use of all touchpoints to generate, capture and convert leads to support sales.

Digital Marketing Funnels

Digital marketing allows us to use all digital touchpoints your users could be at to drive consumers down the conversions funnels.

You can start off by creating a social media campaigns like Facebook Ads to spread the awareness of your products, services, promotions and so on. Content marketing implemented on all social touchpoints like Facebook, web pages, etc to help customers in the evaluation of your products. And then use SEO, PPC, social media advertising to get higher traffics and then use remarketing tactics like email marketings, ads, etc to get customers to purchase again.

Look at the 4 steps of digital marketing funnels below to understand what I meant by “funnels”

The selection of digital marketing channels depends on a variety of factors such as:

  • Marketing objectives: Know your purpose and what are your goals for this campaign?
  • Marketing Budget: Do you have the budget to set this ad on Google Ads or Facebook Ads, etc.
  • Manpower: Does your team have the relevant knowledge and skills needed to implement the right strategies for your marketing campaigns?
  • Customers: Do you know who are your targeted customers? Do you understand your customer journey? Which touchpoints are they usually at?

You can learn from us or anywhere online.

If all this got you ready to start your campaigns, it is good. But if it isn’t and you wish to know more. We are starting more courses about these strategies we have implemented over the years. Do come for our free webinar or get started by learning with us. Here are some of our courses and services to get you started, SEO course, Social Media Marketing course, and all Digital Marketing Services.

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