WHAT IS DIGITAL MARKETING ?
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This include not only email, social media, and web- based advertising, but also text and multimedia messages as a marketing channel.
Essentially, if a marketing campaign involves digital communication, its a digital marketing
WHY DIGITAL MARKETING MATTERS?
Sometimes, big brands would even start a billboard war, like between Audi and BMW, which got quite a few laughs:
just think of it this way: Google and Facebook generate more revenue than any traditional media company because they control more eyeballs. That’s why digital marketing matters; its where the attention is.
The reason why billboards, like the ones above, will die, is because the future of driving will look like this:
Although driverless cars already exist, drivers still have to pay attention; in the future, as the technology improves, not a single passenger will spend their time looking at the road.
ONLINE DIGITAL MARKETING SUMMARY
The 2 main pillars of digital marketing are online marketing and offline marketing.
The 7 big categories of online marketing are:
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Content marketing
- Social media marketing(SMM)
- Pay-per-advertising(PPC)
- Affiliate marketing
- Email marketing
Unbounce created a great infographic that sums up all kinds of online marketing in one near chart
HISTORY OF DIGITAL MARKETING
Although it was first popularized as a term in the early 2000s, digital marketing has actually been around much longer.
Like, WAY longer. About 100 years longer, to be exact.
Here’s a pic of the first digital marketer in history:
His name: Guglielmo Marconi.
What? Marconi?
Yup. In 1896 he was the first human to demonstrate a “public transmission of wireless signals”.
This dude invented the radio.
Shortly after his little demonstration in England, morse signals were transmitted across open water.
While it would take another 10years for the radio to reach the general public, it sure didn’t take the creators long to realize they could use it to sell stuff.
The first live broadcast was from and opera performance at the met and guess what people did after it?
they bought show ticket!
Digital marketing strategy was born.
INTRO TO DIGITAL MARKETING
There are four big categories of digital marketing: enhanced offline marketing, radio marketing, and phone marketing.
Enhanced offline marketing is a form of marketing that is entirely offline but enhanced with electronic devices
people have been using digital media to enhance their marketing for decades
Next there’s radio marketing. The next time you hear an annoying , over – enthusiastic car dealer shout every word of his or her commercial, thanks Mr. Marconi.
of course, we can’t forget television marketing. TV ads have been around for more then half a century ( and since 1953 also in color, nationwide; yes, there was a time before color TV).
Finally, the biggest and fastest- growing area of offline marketing , with admittedly also a lot of flops, busts, and failures: phone marketing
ENHANCED OFFLINE MARKETING
What’s the difference between a billboard somewhere in the desert of Arizona and a billboard in New York City Time Square?
3 letter : LED. light emitting diodes.
All of the billboards in times square are electronic!
Why? Because in the desert of Arizona, no one’s competing with you for people’s attention. If you have a billboard at all, you win.
But in time square , attention is probably more valuable than anywhere else in the world. Over 330,000 people cross through it each day.
If you want to be distracted, there’s buses, taxis, promoters shouting, and ,then of course, the electronic billboards
What other forms does enhanced offline marketing take ?
what do you see when you walk into an Apple store these days
People learning over iPads, MacBook’s and iPhones.
If you have any type of electronic product, any product demo is an important part of your digital marketing strategy.
RADIO MARKETING
Over 100 years have passed since that original first live broadcast of the opera performance at the Met and guess what: radio is still here.
To create a sponsorship, find your local radio stations with a quick Google search. Find a station whose audience reflects your company’s target demographic; radio stations should be able to provide you with the data that helps you select the right fit.
For example, if your company sells maternity products, you want to find a radio program whose average listener is a female between the ages of 24 and 40
Cadillac and Dairy Queen are two brands that come up with solid radio commercials on a consistent basis.
TV MARKETING
Television marketing is such a Goliath, it’ll likely never go away. It’s also easily the industry where the most money is burned each year.
Some fast facts about TV marketing:
- the average American still watches 4 hours of TV each day, but this includes shows that are streamed
- only 2/3 of people still subscribe to cable
- 78% of people have a subscription to multiple streaming service
TV, in the form as we know it, is going to die and will make way for the more custom-tailored experiences we are already getting used to.
So, if you do plan on doing offline digital marketing, I’d suggest that you spend your time and money focusing on a marketing platform or channel of the future.
PHONE MARETING
Nearly 75% of Americans own a smartphone and, in 2014, we crossed the tipping point where more people are accessing the internet from their phone than via a desktop PC or laptop.
Let’s look at some offline ways to market your products using phone marketing.
There are 2 apps that are grossly underestimated, yet they are on every phone, smart or not:
CALLING AND TEXTING
Cold calling is the act of calling a person with no prior contact and trying to sell them something.
The tactic works, but doesn’t scale very well when selling to end customers (B2C) and making contact before trying to sell helps to close the deal (especially in B2B, which is all about connections).
What works better is marketing via texting, an “app” that is also available on each and every single phone out there.
While you should definitely get permission first, for example, in the form of having your customers text a certain word to a phone number, there are several providers that offer text marketing at scale.
There are several ways to leverage text message marketing.
Special deals, coupons, and discounts are a great way for restaurants to get additional customers and turn walk-ins into regulars.
Using text reminders as customer service can also enhance your mobile marketing as many pharmacies do. They alert customers when their prescription is ready for pickup.
Another option is to create a loyalty program, where you text participating customers special deals and giveaways.
HOW TO SET UP AN OFFLINE DIGITAL MARKETING STRATEGY
Set up an enhanced offline marketing strategy
Create ads optimized for platforms like digital billboards, give product demos, and offer digital product samples.
Create a radio marketing strategy
Approach local radio stations about ad sponsorships or create engaging traditional ads by using silly voices, local celebrities, or mentioning trendy topics.
Engage in tv marketing
The most effective way to get a decent ROI on tv ads is to buy ad time during popular events that people watch live, create ads that go viral (by being controversial, emotional, or funny), or creating ads that you can reuse across multiple ad channels.
Do phone marketing
Smartphones create unique phone advertising opportunities. You can use modern software to cold call and leave ringless voicemails for targets, send texts offering deals and promotions to subscribing customers, or make use of QR codes.
DIGITAL MARKETING CONCLUSION
That’s the scoop on digital marketing. As you can see, the internet is, by far, not the only place for marketers to gain success, even today.
Of course, no one can afford to miss out on the opportunities of the web and, eventually, every marketer will have to master online marketing
Plus the offline and online worlds are colliding. Traditional devices such as fridges, ovens, and even billboards will all be modernized to leverage digital media.
Will you use any of these tactics in your business?
Which of these do you remember from back in the day? Have I missed any?
if you want to know more about this information you can visit wikipedia.org
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