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Digital Marketing – A Brief Introduction

Digital Marketing: Introduction and Annual Report

Hi this is Mani from the digital marketing Journal. In this article we’re going to talk about some trends in digital marketing for year 2018. Now digital marketing can change at such a rapid rate, so it’s important to find them what’s going on and what could be coming down.

I dont think you need a definition of Digital Marketing. This journal is for making you rich in digital marketing practices. So no need to go in a definition but for some other purpose like to reply in interview allow me to write a brief definition.

“Digital marketing is a general term for all of your internet marketing practices. Digital marketing is nothing new but transfer of marketing contents through digital medium like internet.”

Means whatever marketing steps we use in physical marketing, just change the medium from physical to digital. But in digital marketing your contents should be more rich compare to physical marketing. Because people get enough time to read and compare your stuffs with another. It means in digital marketing contents are the main factor and that is why in Wikipedia digital marketing is said as data-driven-marketing.



Digital Marketing Factors:

1. Rich Contents:

The most important factor for great digtial marketing strategy is rich contents. As healthy contents are base of digital marketing hence the first step for you in the direction of digital marketing should be healty contents. Please note keyword planning is very important in generating healthy and keywords rich contents. You must use keywords planner while writing contents for your blog.

2. Search Engine Optimization – SEO

This is the important term in digital marketing. You can say 60-70% of digital marketing affected from SEO status. Your organic page ranks play a vital role for your company reputation on internet. This journal have A to Z almost strategies about SEO.  Start reading our posts and journals to learn about SEO.

Read an one stop article about SEO:

SEO & SEM

3. Web Designing:

No one discuss about this factor but its true, poor designed websites are blogs comparetively less attracts people than a good designed website. Hence along with SEO your webdesign should be attractive, clear and well structured.

4. Adwords and PPC:

Yes dear, if you have a new business or blog you can go with adwords for quick appearance in Google search. According to a survey 40% of the people on internet can not differentiate between organic search and ad leveled search.

Read a comprehensive article on PPC:

PPC

Read a comprehensive article on Adwords:

ADWORDS

5. Social media marketing or optimization:

For digital marketing one must use networking power of social media. With your healthy and rich contents you might be popular via networking of people. Whatever you have to do is to create a attractive advertisment on social media plateforms. Rest people on social media do itself. You may also choose some paid programs on social media for faster influences.

SMO & SMM

6. Blogging:

However I am discussion blogging on 6th position but it is as important as to followed after SEO ie 3rd position. Blogging is an important term of digital marketing. With blogging you can create a huge web presence of your website without any bonding of healty contents. Blogging is very helpful to redirect people to your parent blog or website.

7. Video Marketing:

With the availibility of easy internet accesss video marketing is being game changer. Videos are knowledgeful and visual presentation of your stuff which audience can not forget easily. Hence in either business video marketing should not be avoided. In this journal a detail discussion on video marketing and it strategies are discussed via posts and journals.

Use HD Videos & High Pixel Cameras

8. Data Mining and Email Marketing:

This is older but very effective digital marketing term. It included data mining of corresponding audience and aware them with our product through email.

9. Mobile Marketing:

With the huge increment in smart phone users mobile marketing is also added in digital marketing lists. It includes mobile pages of websites and advertisment through app etc.



A must read report on DIGITAL MARKETING:

The horizon I’m selected some of the key trends to make up the agenda for today. This report will include data in-store marketing, programmatic advertising, personalization native content, mobile marketing, Google’s updates, and let’s get real from virtual reality and augmented reality.

So let’s take a look at them in more detail when it comes to love your data or a data management we can see that optimization, and the best use of data is very important for all marketing professionals. Optimization is in terms of doing your job correctly and better but also measurement and reporting on the data for your senior managers to show them that you’re doing a good job.

Now we can see that as marketing professionals we can’t rely on instinct. We need to be testing and using analytics and this and this is the value of data we need to learn to love our AdWords reports, our Facebook Insights, Google Analytics and any other source of data. We can get about our business our operations and our customers. 70% of companies are still not collecting data about their social media channels.

According to a survey social media will grow to 24% of marketing budgets within the next five years. Showing the importance of measuring our social media channels again it is said that’ll be a 30% of executive, saying there’s a lack of skills and a lack of human resources. That’s holding them back in terms of improving their data quality and using their data more effective to achieve their business results. What do you need to do, love your data.

Well first of all have a good data infrastructure when speak with many marketing professionals in the industry; I’ve also seen that they set up internal data councils who are responsible for leading campaigns within the business. But to improve the data collected and improve its usage in terms of reporting and its distribution throughout the organization to change and approve how the business is run. Also it’s important to have the right talent or the right skill for the data this means that you may need to hire in data specialists or data scientists or train up your existing staff where possible.

Let’s take a look at the next trend. This is in store marketing which is marketing consume to consumers within your stores. Here we have the opportunity to provide relevant offers to customers for example directly to their smart phones when they’re in store. According to research 80% of Millennial are using their smart phones. In-store 74% of Millennial are willing to receive location-based mobile adverts. So for example let’s say you’re a large retailer and you’re rewarding your customers who have downloaded your apps. They come into your store and now you’re able to calculate their location using eye beacons and send them a notification about special offers or new products. In the particular areas of the store as they walk around if you also have an e-commerce platform you can mine their previous data to find out products that they’ve purchased and then advertise in-store about products. They may like based on their own customer patterns or previous patterns from other customers.

Let’s now take a look at another trend and this is the rise of video marketing now this something that’s being discussed for the last number of years and it’s only going to continue to grow over half of organizations include video in their content marketing plan. According to action in 2013 by 2017 video will account for approximately 69% of all customers Internet traffic. According to Cisco from again research from action they found that 70% of audiences few brands more positively after watching interesting video content. From those brands finally Nielsen claims that approximately 64 percent of marketers expect video to dominate their content strategies.

In the near future how can you learn to get in with video well there are multiple different options for you for example you could do live videos such as Google Hangouts Facebook live or other live platforms you could also then do recorded videos or mixes of both for example some online marketing influencers will shoot shoot a video on camera but they will also be taking snippets of that recording session and posting it live to their Facebook accounts giving a blend between the live and the recorded. You could also host webinars you could also use live streaming platforms like Facebook life or periscope. We can see that recently LinkedIn have also got into video as they are alone 30-second short form video to be hosted natively within the newsfeed.

Currently they’re rolled this out to 500 of their top influencers. We can also see that you can get into video with Snapchat stories. Let’s now take a look at programmatic advertising programmatic advertising. Now represents a large portion of the overall advertising market. It’s growing faster than content for audience based advertising and it’s capturing 50% of all spending in display advertising. Mobile programmatic advertising spend is also increasing dramatically moving from 43% of tatal program at expand in 2014 to 69% in 2016.

Let’s now take a look at cross device usage. Let’s say for example you’re sitting in your office right now are you using a laptop perhaps then you move in your chair and you’re going to be using your smart phone. This evening when you go home you’re going to be using your tablet and maybe even using a smart TV or perhaps your own personal laptop. One day you’re using multiple different devices, we need to understand that this is exactly what our customers and audiences are doing. It’s one user with several devices. According to the DMA the average customer is now connected through five addressable devices this creates opportunities and challenges. In terms of user experience targeting content creation for the right platform according to research four out of five Americans carry a smart phone with them. Every single day or three out of five globally we can good see the need for both good mobile user experience but also for content that’s tailored towards that mobile experience. By 2016-17 one out of four US customers will be using a wearable device now it’s already end of 2017.

So let’s take a look and see what can happen in the future. We can already see that Kick starter funding is being awarded to multiple different wearable technologies and we can see that they are rising in terms of the availability the lowering of cost and the collaboration or integration that wearables are having with other devices such as your smartphones. It’s fair to say that at the moment wearables have still yet to hit a full mainstream status throughout society, but there are still marketing opportunities on the horizon for the years ahead.

Let’s now take a look at the next trend this is personalization 74% of online customers get frustrated of website when the content that they see on the page has nothing to do with their interest or what they’re searching for. We can see here that a one size fits all for marketing and content is just not working we need to personalizing our content not just to our audience not just to the device they’re using but also to the stage that they’re at in their buyer journey. It’s important that even with email campaigns we’re doing more than just adding in customized fields such as the person’s name the company name their location or even dynamic ads within AdWords campaigns themselves. We need to also be using a smart CRM tool to be able to send communications to the right audiences at the right time with the right content. All based on data that we spoke about earlier on for example a car company ran a retargeting campaign to its users who watched particular videos about how to install brake pads. Once they run the remarketing campaign to these customers they saw a dramatic rise in sales for their brake pads. What was the rationale here well they had lower sales of brake pads because customers were not confident in installing the pads themselves.  So content was created to target those customers and instruct them on how to do so. Giving them the tools essentially to be able to use the product once doing so they knew how to install brake pads and they were given link to remarketing campaigns back to dedicated landing pages for brake pads. Now that they knew how to install them they were ready to purchase.



Let’s also take a look at another trend this is native content according to business intelligence native content is growing massively. It was worth four point seven billion dollars in 2013 and is estimated to be worth approximately seventeen point five billion dollars in 2017. An absolutely massive growth in  a short space of time we can see that the reason include the challenges faced by traditional online advertising in terms of view ability measurability and the rise of ad blocking constantly advertisers much. A must improve their own ads to be less intrusive to give better user experience and to be more relevant to the audiences but as I mentioned audiences are using our blocking technology. So this is helping give rise to native content within websites, so we can expect to see a lot more native content in different websites you can spot it by taking a look at small messages within the content such as brought you by X Y and Z company or sponsored by X Y and Z company. We can almost see this as a modern form of product placement or endorsement within blog content.

The next area we’re going to talk about is mobile market. Since the release of its mobile-friendly update in 2015 Google considers that mobile optimization is a key ranking factor. Now Google recommend that we have a responsive web design or a responsive mobile site for our mobile users because the content and the website will automatically adapt to various different screen sizes whether they a mobile device a tablet or a different type of screen size. The same HTML and URLs are used across the different site sizes. So it’s better for indexing let’s also know take know take a look at some of recent changes that came from Google because the updates released from Google are being released across the networks. This year and next year and will have implications for digital marketing professional. Well into the future I refer to Google’s performance so much from May 2016.

They said that they will have a phased release across 2016 and 2017 for a number of different changes such a extended text ads AdWords will have a newer interface. AdWords will also be positioned as mobile first advertising platform. When we can also see changes to Google Analytics in terms of its interface and better report building options. So this brings us to the last trend and I call it let’s get real in this session we take a look at V or virtual reality A or augmented reality and 360 video. So there have been some great campaigns over the last number of years using both V or and 360 video from big companies such as McDonald’s, Coca-cola Topshop and Volvo. We can see that the adoption of these different platforms has been used across various different sectors and various different brands but still many organization are watching. They’re waiting to see what happens they may be trying out virtual reality for example on a small scale but they have yet to figure out how to use this effectively. So there is some caution among marketing professions particularly because of the failure of previous technologies in the past such as Google glass or even QR codes. We can also see that when we look at the Gartner hype cycle Gartner expact that virtual reality will not hit a mass-market appeal for at least the next five to ten years but when we do take a look at the current market. We’ve seen massive developments in terms of virtual reality augmented reality and 360 videos so let’s take a quick.

Look at what we covered today well I mentioned to you the importance of loving your data also the opportunities for in-store marketing and the importance of using video as part of your content marketing strategy. I mentioned changes in terms of programmatic advertising and personalization we also looked at native content and the importance of mobile marketing. We can already see that there are updates being released from Google which will continue to be released and I’m closed off with off with let’s get real which is virtual reality augmented reality and 360 video to find out more about digital marketing why not check out this blog on the digital marketing or follow us on Twitter for more information you can directly contact me.

Hope you enjoy this article!

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