What is digital marketing?

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Digital marketing is advertising via the internet, social media, email, and other virtual media. Although digital marketing includes offline marketing efforts such as television ads and electronic signs, most people like search engines, websites, email, and social media when they hear digital marketing. And with good reason! An overwhelming number of hours are spent every day on electronic devices. Hubspot’s 2018 digital market analysis provides some insight that supports a strict focus on virtual marketing efforts:

Almost 50% of Americans check their smartphone before getting out of bed

Companies that create at least 16 posts per month triple their website traffic compared to companies that blog every month More than 75% of adults use Facebook every day

Most companies use a series of campaigns or carefully planned marketing efforts to reach their target audiences with a specific goal in mind. It can email previous customers to buy a new product, find a new brand hashtag to increase social followers, or create a series of blogs to attract customers who are looking for a specific product to their website.

For most companies, social media strategy is a two-part process development of a plan to meet a specific advertising goal and optimize campaigns by monitoring Key Performance Indicators (KPIs). Each form of digital marketing has different successes. While a KPI for a Facebook campaign can monitor link clicks, an Instagram campaign would use a different KPI, since links cannot be shared via Instagram posts.

Digital Marketing Jobs

Most digital marketing jobs are directly related to digital marketing strategies and campaigns. For example, a single company can hire a content marketer, email marketer, social media marketer, SEO strategist and SEM Strategist to manage individual campaigns. At other companies, one person can handle content and email, while another person handles social media or a digital communications specialist can be hired to monitor all digital media.

The best digital marketers use multiple ways to reach consumers that include several of the following digital marketing strategies:

Online Marketing:

  • Search engine optimization (SEO)
  • Search engine marketing (SEM)
  • Content marketing
  • Email marketing
  • Social Media Marketing (SMM)
  • Pay-per-click advertising (PPC)
  • Affiliate marketing

Offline Digital Marketing:

  • Enhanced offline marketing
  • Radio marketing
  • TV marketing
  • Phone marketing
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