DIGITAL MARKETING

• Digital marketing


  The use of digital channels to market products. Also known as online marketing, digital marketing promotes brands and connects them to potential customers via the internet.
• Forms of digital marketing

  • Search engines
  • Websites
  • Social media
  • Email
  • Mobile apps
  • Text messaging
  • Web-based advertising
• Digital marketing uses the same principles as traditional offline marketing but in a digital space. It relies on consumer data to find a business's target audience and deliver the most relevant messaging possible.
• The biggest challenge today is learning how to stand out from the crowd in digital marketing.
• Business-to-business (B2B) companies


  Sell to other businesses which requires a longer, more strategic approach.
• Business-to-consumer (B2C) companies


  Sell directly to everyday customers, which requires shorter sales cycles and a larger audience.
• Differences between B2B and B2C

  • B2B decisions involve multiple people, while B2C typically only involves a single person
  • B2B clients tend to have a longer decision-making process, so digital marketing should focus on building relationships
  • The B2C buying process is generally shorter, so this requires short-term urgent messaging
  • B2B transactions are more driven by logic, while B2C is driven more by emotion
• Inbound marketing


  • The whole ecosystem of strategies, tools and tactics that a marketer uses to convert a website visitor into a paying a customer. It includes content marketing, email marketing, lead nurturing, SEO, marketing automation, website optimization, website analytics.
• Content marketing


  • Focused on answering people's questions and truly helping them through content rather than interrupting them with unsolicited promotions. It includes content such as blog posts, landing pages, videos, podcasts, infographics, white papers, eBooks, case studies.
• Account based marketing (ABM)

  • A powerful B2B marketing strategy that targets specific accounts you select. It is intended to help sales and marketing teams move prospects through the sales funnel quickly.
• SEO


  • Search engine optimization is the process of optimizing your website and your content in order to achieve higher rankings in search engines and increase the amount of organic traffic to your site.
• Social media marketing


  • Uses social media platforms such as Facebook, Twitter, Linkedin and Instagram to promote content, products or services, build brand awareness and visibility. They gain fans or followers, engage current and prospective customers and drive traffic to your website.
• Email marketing


  • The practice of sending promotional and informational emails to build relationships with your audience, convert prospects into buyers, and turn one-time buyers into loyal fans of your brand.
• PPC advertising


  • Pay per click advertising or PPC is a strategy in which you (the advertiser) pay every time a user clicks on one of your online ads. It is often done through Google Ads, Bing Ads, or other search engines and it can be an effective way to reach people who are searching for terms related to your business.
• Video marketing


  • Video used to promote your products, services and brand may include product demos, interviews with leaders in your industry, customer testimonials or how-to videos.
• Online events


  • There is nothing like an event to create a buzz around a product. Trade shows have always been a thing, most notably the International CES tech show. However, Apple redefined such events for an online audience with its series of high-profile Iphone and Mac launches throughout the 2012s and into the 2020s often watched by up to 1.8 million people.
• Benefits of digital marketing

  • Reach a large demographic
  • Cost efficiency
  • Results are measurable
  • Easier personalization for customers
  • Opportunity to engage with customers at various stages