Digital marketing is a term that describes the use of digital channels to spread a message about a product or service. Digital marketing is often seen as the promotion of products or services using one or more forms of electronic media. The goal of digital marketing is to gain visibility for your business, drive traffic to your website, and ultimately increase sales. This article will teach you everything from SEO to social media and how they are used to increase visibility among potential customers. We will also talk about how we should measure your results using the right indicators.


Defining Digital Marketing

The term "digital marketing" has grown to encompass a number of different strategies, from social media to e-mail marketing. The goal is to spread the word about your company's products and services, and to do it in a way that grabs people's attention.

What exactly does digital marketing entail? To put it simply, digital marketing encompasses every single form of communication you send out digitally. This includes social media posts, web banners or email newsletters. It includes everything you post on your website or blog, too.

Digital marketing is not one-size-fits all. You should tailor your digital strategy based on the needs of your business and customers. There are many aspects of digital marketing : From SEO to social media , they can be tailored based on what you think will work best for your business. 


Understanding Digital Marketing Channels

The first step to understanding digital marketing is understanding the channels involved.

There are six main channels for digital marketing: 

  • search engine optimization
  • social media
  • email marketing
  • display advertising
  • video marketing
  • mobile marketing

SEO, or search engine optimization, is a process by which you optimize your website so that it ranks higher in SERPs than your competitors’ websites. 

Social media is an excellent way to increase awareness about your business. For example, Facebook has more than 1 billion daily active users , so it's a no-brainer that social media can be an important digital marketing channel. 

Email marketing is the art of creating and sending emails to customers or prospects who have opted-in to receive them from you. It's one of the most cost-effective ways to reach new customers and deliver your message straight into their inboxes. 

Display advertising is the act of placing ads on websites or applications that are visited by large numbers of web users. 

Video marketing is using video content on platforms like YouTube as a form of promotion for your business. This type of content isn't just limited to tutorials; videos can also be used to promote products or services directly to consumers. 

Finally there's mobile devices like smartphones and tablets which allow for quick customer access and engagement through apps and these devices are only becoming more popular with consumers every year!


Search engine optimization (SEO)


The first form of digital marketing we'll talk about is search engine optimization (SEO). SEO is a technique brands use to increase their visibility on search engines. With SEO, businesses work to improve their ranking in search results by making sure that they show up when users are looking for products or services like theirs.

A good way to think about SEO is if you were trying to find a place to eat on Google Maps. If the restaurant you're looking for doesn't come up when you search for it, it's unlikely that many people will be able to find the business.

As such, SEO is a crucial part of any digital marketing campaign because it can make or break a business's ability to gain visibility on the web. In order for a business's website to rank in search results, they need backlinks from other websites and various forms of social media shares and mentions. SEO helps businesses get these links from other sites so that their site can rank higher than others in search results. This increases their visibility and makes them more likely to be clicked on over competitors who aren't getting as many backlinks.


SEO Techniques 

There are two main goals for SEO: to make it easier for people to find your site when searching for specific terms, and to increase your site rankings so you appear at the top of the page when someone does a query. SEO can be broken down into three broad categories: on-page SEO, off-page SEO, and technical SEO.

Beginners should learn about keyword research. Keyword research entails coming up with keywords that are relevant to what you’re selling. You want these keywords to be easy for people to find but not too competitive so you rank higher than other websites that have higher domain authority. For example, if you’re in the pet care industry, you might want to use keywords like “pet sitting in London” or “puppies for sale in London.”

In order to rank well on search engines, it’s important that your content is optimized for maximum impact. This means using various tools across media platforms (like online articles and social media) that utilize keywords that relate to what you’re selling in order to attract more visitors. It also means making sure your content is original and relevant – this way people will be more likely to read it and stay on your website longer.


Social Media

Social media is a powerful tool for brands to use in digital marketing. Social media has become an integral part of people's lives, with over 70% of adults using social networking sites. Brands that are on social networks like Facebook, Instagram or YouTube have the ability to interact with customers and prospects directly. This allows businesses to listen to and respond to feedback in real time, which can lead to increased customer satisfaction and loyalty.

The use of social media for digital marketing purposes has grown exponentially. In 2012, 10 percent of marketers used social media for business; this year, 98% reported using it as a tool for promotion. The most popular platforms seem to be Facebook, Twitter and Instagram.

Digital marketers can take advantage of many features offered by social networks, such as geotargeting - tailoring content based on geographical location - and demographics selection - setting age ranges when uploading content. These features allow companies more control over who they want their message to reach while also limiting who they don't want seeing it.


Email marketing


Consider email marketing as one of the most cost-effective ways to reach out to your potential customers. Emails are an easy way to stay in touch with customers and can be used to share information, promotions, or simply greet them. You can also use email marketing for lead generation by sending emails that offer a free quote or demo when someone signs up for your newsletter.

Email marketing is a great way to make money since it's so easy to do, but it takes time and dedication to be successful with it. If you're not willing to take the time and put in the effort, then it's not the right tool for you. Email marketing should be considered more than just sending emails periodically; it should be used as a communication tool on a regular basis - meaning daily or weekly emails at minimum. If you're looking for leads or want people to sign up for your newsletter, then you'll need a strong content strategy and recurring email campaigns. This will require more work on your end but will prove fruitful in the long run if you are willing to put in the required effort.


Display marketing


By display marketing, or display advertising, we mean the online advertising market. This includes all graphic advertising formats such as videos, animations, pop-ups and banner ads. There are two types of important players in display marketing. On the one hand, the "advertiser" and on the other hand, the "publisher". The term "advertiser" refers to advertisers, i.e. the company that invests in an advertising campaign to publicize its product or service. By “publisher”, we mean the publishers. They are administrators, who offer advertisers to use their website as a medium to deliver advertising. These websites are ways to establish a display advertising network. They are chosen following an analysis, according to the content and the target group in order to avoid losses of diffusion and to reach a more receptive audience.

The purpose of these advertisements is to elicit a certain reaction from the target group. On the Web, it is very often by clicking on an advertisement that the Internet user arrives on the publishers website or on a promotional landing page. Additionally, an announcement advertising placed on a channel adapted to the target allows a better understanding of the product, service or company. It is the visual aspect of the ads that reinforces the image of the company and the individualization of products or services to Internet users.


Video Marketing


Video marketing is a strategy centered on the use of videos to seduce Internet users and convert them into qualified leads. The biggest benefit of video marketing is that it gets messages across quickly, driving engagement. It is an excellent marketing tool to attract the attention of users and convince them to take action. Not only is it captivating content, but it is also easy to remember content because of its visual and sound aspect. Indeed, it is much easier to convey information with visuals and sound.

Apart from that, video marketing has other advantages:

  • Easy to share and go viral,
  • Can be broadcast on many communication channels (YouTube, website, social networks, etc.),
  • Requires little effort, because all you have to do is click…

It is a tool that improves your brand image. To do this, for example, make tutorials of your products or shoot case studies to show your expertise.

In addition, the video helps to increase the conversion rate. For example, adding a video to your landing page can increase your conversion rate by up to 80% (source Jeff Bullas).


Mobile-marketing


Mobile marketing brings together all the marketing techniques that will be adapted to the use of mobile devices: telephones and mainly smartphones. More broadly, mobile marketing can also be defined as all of the marketing actions undertaken aimed at individuals who are on the move, who are in a situation of mobility. Tablets are therefore not part of the field of action of m-marketing, because their use is not made in a situation of mobility, but at home.

Mobile marketing allows companies to get closer to the consumer, wherever he is, to generate interactivity and stimulate the act of purchase, conquest and customer loyalty. The use of mobile marketing suggests that your business site or application should be optimized for mobile use. 

We must offer smartphone users an adapted experience: a display that adapts to the size of the screen, ergonomics allowing them to click on a button or a link without risk of confusion with their finger. In addition, a mobile user will not necessarily be looking for the same information as a traditional computer user, so the content must also be adapted. There are two options for this: either use a responsive design site (which adapts to the size of the browser window), or a mobile site (a completely independent site, created especially for mobile).

How to measure your results :


One of the most important aspects of digital marketing is measuring your results. You will want to know what you’ve invested in, and how much you’ve gained from it. Remember, that when you measure your results, it should be based on the goals you have set for yourself. 

To generate return on investment with your digital marketing strategy, you must imperatively & regularly analyze the performance of your actions to identify what works and optimize the rest. Three main indicators must be measured:

  • The traffic of your website
  • The involvement of your audience
  • The return on investment.

By measuring the traffic of your site, you measure its potential for attraction using the following indicators:

  • the number of sessions
  • the number of unique visitors
  • the number of visits per page
  • the bounce rate
  • Known visitors VS new ones

By measuring involvement , you measure the involvement of your visitors and your community using the following indicators:

  • the number of comments
  • the number of shares
  • the number of mentions
  • the number of likes
  • the number of subscribers and fans

By calculating your return on investment, you measure the profitability of your actions and ensure that your goals are achieved objectives and indicators used are:

  • The number of leads generated
  • the number of opportunities sent
  • the number of customers won
  • turnover volume
  • customer lifetime
  • the length of the sales cycle
  • the cost of acquisition
  • Conversion rates