Digital Marketing

Digital marketing refers to advertising delivered through digital medium such as search engines, websites, social media, email, and mobile apps.

Digital marketing’s development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.

Digital Marketing

Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM), content marketing, social media marketing, e-mail marketing, Affiliate marketing, Game advertising, Pay Per Click.

Search Engine Optimization

Search engine optimization (SEO) is the process of optimizing the content, technical set-up, and reach of your website so that your pages appear at the top of a search engine result for a specific set of keyword terms. Ultimately, the goal is to attract visitors to your website when they search for products, services, or information related to your business.

Search Engine Marketing

Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages. While the industry term once referred to both organic search activities such as search engine optimization (SEO) and paid, it now refers almost exclusively to paid search advertising.

Search engine marketing reaches consumers at exactly the right time: when they are open to new information. Unlike the majority of digital advertising, search engine marketing is non-intrusive and does not interrupt their tasks.

Search engine marketing is also alternately referred to as paid search or pay per click (PPC). Results are immediate with SEM. It is arguably the fastest way to drive traffic to a website.

Content Marketing

Content is king. Great content is the fuel that drives your digital marketing activities. Content is a key pillar of modern SEO. Creating clever content that is not promotional in nature, but instead educates and inspires, is tough but well worth the effort. Offering content that is relevant to your audience helps to see it as a valuable source of information.

Social Media Marketing

Social media marketing refers to the process of gaining traffic or attention through social media sites. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities. Social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns.

E-Mail Marketing

Email marketing in comparison to other forms of digital marketing is considered cheap; it is also a way to rapidly communicate a message such as their value proposition to existing or potential customers. Yet this channel of communication may be perceived by recipients to be bothersome and irritating especially to new or potential customers, therefore the success of email marketing is reliant on the language and visual appeal applied.

Affiliate marketing

Affiliate marketing is perceived to not be considered a safe, reliable and easy means of marketing through online platform. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates it leaves the brand prone to exploitation in terms of claiming commission that isn’t honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers, and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.

Game advertising

In-Game advertising is defined as “inclusion of products or brands within a digital game. The game allows brands or products to place ads within their game, either in a subtle manner or in the form of an advertisement banner. There are many factors that exist in whether brands are successful in their advertising of their brand/product, these being: Type of game, technical platform, 3-D and 4-D technology, game genre, congruity of brand and game, prominence of advertising within the game. Individual factors consist of attitudes towards placement advertisements, game involvement, product involvement, flow or entertainment.

Paid Search or PPC

Paid search, or pay-per-click (PPC) advertising, typically refers to the “sponsored result” on the top or side of a search engine results page (SERP). You only pay when your ad is clicked. You can tailor your PPC ads to appear when specific search terms are entered, creating ads that are targeted to a particular audience.

PPC ads are flexible, visible, and most importantly, effective for many different types of organizations. They are also contextual advertisements—ads that appear when a person is searching for a particular keyword or term.

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