You’ve all heard the phrase. You wouldn’t be here if you hadn’t! But what does digital marketing actually mean, and how does it differ from “marketing”?
In the marketing world there are two main forms – “Marketing” and “Digital Marketing”. The first we like to call “offline” (or “traditional”), the latter can also be known as “online”. Making that clear distinction between the two will help you get your head around which of the two does what.
Offline marketing uses print based and radio based media. Everything you see in your magazine, in your newspaper, on the large banners at the train station, or in your post box is offline. That’s not an exhaustive list, but you get the idea (you probably knew all that anyway). Think of offline as anything you need a tree to make, and online as anything you need electricity to make.
THE MAIN QUESTION: WHAT IS DIGITAL MARKETING?
Digital Marketing is the promotion and advertising of a business using online or computer based techniques. Of course it’s not just computer based; it’s also mobile, app and tablet based too. Specifically, digital marketing encompasses the promotion of a business on these platforms or mediums:
- Your own website
- SEO
- PPC
- Social Media
- Affiliates
- Apps
THE DIGITAL MARKETING PROCESS
Digital marketing is a process of:
- Putting your company in front of an audience;
- Making them interested enough in your company to visit your site;
- Making them convert (buy or make an enquiry) on your site, then;
- Maintaining your relationship with those people.
A great digital marketer will therefore know how to get the people to your site and make them a customer for life.
The biggest challenge is getting good quality people (traffic) to visit you. The skill is using the variety of mediums available in a cost effective manner, to deliver the best possible ROI.
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