Did you know that the first email was sent by Ray Tomlinson to himself in 1971? Fast forward to the 21st century, approximately 293.6 billion emails were sent per day in 2019. Google, which has over 90% of the search engine market share worldwide, receives over 63,000 searches per second on any given day. To top it off, 1.62 billion people on average log onto Facebook daily. These figures are just a small part of what makes up our potential online audience which, in turn, allows us to take our marketing communications online (AKA Digital Marketing).
In simple terms, Digital Marketing is all marketing that takes place online. This allows for more insight and tracking than traditional marketing methods such as print and radio as well as a better level of targeting to reach the right customer at the right time, improving our chances of return.
Examples of Digital Marketing Include
Search Engine Optimization (SEO)
SEO is about optimising your website to increase the quality and quantity of traffic. The aim is to achieve a high ranking on search result pages to drive traffic organically.
Pay Per Click (PPC)
PPC is a form of internet marketing whereby advertisers pay each time a user clicks on one of their Ads. This is also designed to drive traffic to a website or key landing pages.
Content Marketing includes everything from videos to blog posts and is the technique of creating and sharing valuable content, consistently, to attract an audience. As with all marketing, the objective is to increase engagement and ultimately lead to a sale.
Social Media Marketing
Social Media Marketing is the process of utilising Social Media Platforms such as Facebook, Instagram and Twitter to promote and market a business. This could be done through Organic Posts or Paid Ads.
Affiliate Marketing is when a person outside of the business earns a commission for promoting and selling to an audience. This could be done through an ‘Influencer’ who could open up a whole new market via their following. Usually, this is through them sharing an affiliate link across their channels.
Native Advertising is a method of paid advertising that is very subtle to match the look and feel of the platform it is featured on. These often don’t look like Ads which could lead to higher engagement.
Inbound Marketing incorporates most of the above. It’s the process of raising awareness of products or services through Social Media Marketing, SEO, Content Marketing, Branding and much more.
Marketing Automation is a technology designed to enable marketers and businesses to easily and effectively reach audiences across several platforms at once. This could be across Email, SMS and Social Media. As an example, a business may wish to advertise one campaign across several platforms to reach a larger audience. Marketing Automation can support with this and remove any repetitiveness.
Businesses can use Email Marketing to send communications directly to their database. This could be in the form of a monthly Newsletter or an ad-hoc Campaign. Emails can contain links driving traffic to a website or forms for customers to input information such as online booking.
Digital Public Relations (PR)
Digital PR is used by companies to build their online reach and exposure, as well as improve their SEO, by forming relationships with online writers and journalists. This is similar to traditional offline PR but with more insight and analysis available to track return on investment (ROI).
How Can a Business Use Digital Marketing?
Digital Marketing should be utilised to help meet business objectives and targets. Alongside any business plan, there should also be a marketing plan that outlines all digital marketing to support brand awareness, business growth and, ultimately, sales.
What Does a Digital Marketer Do?
Within Digital Marketing, you will commonly see a range of job roles from Social Media Manager to SEO Specialist. Some Marketers will choose to dabble in a little bit of everything, some to specialise in one area and some will simply focus on the end results and data analysis.
Should a Business Outsource?
As explained above, there are a range of job titles that incorporate digital marketing so as a business owner you will need to decide whether to outsource or hire an in-house marketer. You may even have the space, budget and requirement for a whole marketing department. A big part of this decision is dependent on the volume of marketing you need. If you can hire someone and run the marketing internally then you need to consider whether this is a full or part-time role.
You may choose to outsource if your needs require a specialist or they are too ad-hoc to commit to a new employee. You could also choose to upskill existing employees. It’s always worth seeing if anyone in the team has any experience or desire to learn.