digital marketing 101, general description of digital marketing, basic concepts and best practices. Digital marketing is a general term for all your online marketing efforts. Companies take advantage of digital channels such as Google search, social networks, email and their websites to connect with their current and potential customers.
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Digital marketing is a general term for all your online marketing efforts. Companies take advantage of digital channels such as Google search, social networks, email and their websites to connect with their current and potential customers.
The reality is that people spend twice as much time online than 12 years ago. And while we say it a lot, the way people buy and buy has really changed, which means that offline marketing is not as effective as it used to be.
Marketing has always tried to connect with your audience in the right place and at the right time. Today, that means you should meet them where they are already spending time: on the Internet.
Enter digital marketing; In other words, any form of marketing that exists online.
Click here to download our free guide on the basics of digital marketing.
At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, convert, close and delight customers online. But we still receive many questions from people around the world about digital marketing.
While an experienced inbound seller could say that inbound marketing and digital marketing are practically the same, there are some minor differences. And after having conversations with salespeople and business owners in the United States, the United Kingdom, Asia, Australia and New Zealand, I learned a lot about how these small differences are observed around the world.
So what exactly is digital marketing?
From your own website to your online brand assets (digital advertising, email marketing, online brochures and more), there is a broad spectrum of tactics and assets that are under the umbrella of digital marketing. And the best digital marketing specialists have a clear idea of how each asset or tactic supports its overall objectives.
Here is a quick summary of some of the most common assets and tactics:
Electronic books and white papers
Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
Online coverage obtained (public relations, social networks and reviews)
Brochures and lookbooks online
Brand elements (logos, fonts, etc.)
Search Engine Optimization (SEO)
The process of optimizing your website to "rank" higher on search engine results pages, therefore, increases the amount of organic (or free) traffic your website receives.
The creation and promotion of content assets with the purpose of generating brand awareness, traffic growth, lead generation or customers.
Inbound marketing refers to the "full funnel" approach to attract, convert, close and delight customers who use online content.
Social media marketing
The practice of promoting your brand and its content on social media channels to increase brand awareness, generate traffic and generate leads for your business.
Pay per click (PPC)
A method to drive traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.
A type of performance-based advertising in which you receive a commission for promoting the products or services of another person on your website.
Native advertising refers to ads that are based primarily on content and are presented on a platform along with other unpaid content. The publications sponsored by BuzzFeed are a good example, but many people also consider that advertising on social networks is "native", for example, advertising on Facebook and Instagram.
Marketing automation refers to software that exists with the objective of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social networks and other website actions.
Companies use email marketing as a way to communicate with their audiences. Email is often used to promote content, discounts and events, as well as to direct people to the company's website.
Online public relations is the practice of ensuring the online coverage obtained with digital publications, blogs and other content-based websites. It is very similar to traditional public relations, but in the online space.