What is Digital Marketing?

When we hear the term ‘digital marketing, what comes to mind and what does it involve exactly? Digital marketing is also known and referred to by its alternative names such as E-marketing, internet marketing, online marketing, and social media marketing. So what is it all about then and how can it be used to gain more awareness and sales for your company? Digital marketing is basically the promotion and advertising of a business, person, product, or service using online channels, electronic devices, and digital technologies. Even email marketing and SMS campaigns are used to reach wider audiences. To summarise it, digital marketing is about effectively using digital technology to achieve your company’s main marketing objectives. Today, business without social media is not even an option.

The Importance of Digital Marketing in Advertising Campaigns

As any marketer will know, the four Ps of marketing is: Product, Price, Place, and Promotion and all four can be easily promoted online! Social media channels like Facebook, Twitter and LinkedIn provide customized and company-centric pages to represent a business and connect with its audience. In today’s marketing world, digital marketing plays an integral role in getting your message across to potential customers. Marketing today is about attracting the different segments of a wider audience who will interact with you online other than via website or email. Marketing your company online is big news nowadays and one in five people will be more likely to search for any type of business through social media channels. Direct contact means you can share information with your customers and keep them informed with all the latest promotions and offers in your business.

Social Media – Paid Advertising – The Reality!

The use of Facebook and Instagram marketing creates a direct link between the customer and your business. However, it is very tough to gain a digital presence these days as once you upload a social media post, photo or promotional flyer to your business page the likes and comments will not instantly pour in due to an algorithm that Facebook has implemented which allows only a maximum of 25 people to view your post, although your page may boast of 12000 likes! So how can you get more people to like, comment on, and share your posts? The answer is through Facebook and Instagram paid advertising, where you can directly convey your message to online consumers and convert these inquiries into potential sales. You will be able to reach a segment that never knew that your business even existed!

Selecting The Correct Audience for Social Media Paid Advertising

The first thing you need to determine before you decide on paid advertising is what your digital marketing budget should be and who you are marketing your product to. You will need to research your customer’s likes, interests, and demographics (age, race, ethnicity, gender, marital status, income, education, and employment.) before targeting and creating your paid Facebook advertisement. Selecting the correct audience will guarantee that you are reaching out to desired market segment! Of course you can also use paid advertising in order to gain more brand awareness for your business by promoting your social media pages to a wider audience, increasing likes and online reach. Nowadays, 70 % of internet activity is taking place via mobile phones. So to optimize your ads for mobile, it’s now important to think about your website and landing page experience. While it may appear beautiful on desktop, if it’s impossible to navigate on mobile, you’ll end up losing a significant percentage of your web traffic. Make sure your website is mobile optimized!

Digital Tools For Promoting Your Business Online

Content creation is at the heart of every SMM campaign. There are a variety of digital marketing tools that can be used to promote your business and services online, here are just a few examples:

  • Social media pages – Facebook, Instagram, Linkedin, Twitter,etc.
  • Reviews and Customer Testimonials
  • Content marketing- Blogging – Ebooks- copywriting – product description
  • Images – company photos- product shots- infographics, etc.
  • Branded Assets – Company logo, taglines, icons, etc
  • Video Content – product videos, video ads, etc.
  • Your company website
  • Search Engine Optimisation -SEO
  • Email marketing

Facebook – The Oldest & Most Effective Digital Marketing Platform

While there are new digital tools such as Snapchat, TikTok and Pinterest, Facebook is one of the oldest and the most popular social networks around. The platform is user-friendly and has an inviting interface, where users interact, look for products and services and recommend the same to the list of friends and family they have added. Marketing on Facebook has proved to be quite effective. Over the years, many businesses have sprung up solely because they created a Facebook business page and started to market their products and services. Therefore, social media marketing on Facebook has led to the growth of online businesses that have become successful even without any physical presence.

Digital Marketing is the Future of Advertising

In addition to all of the benefits you gain for your business from using various digital tools, you can also track the success and results of your digital marketing efforts through Facebook insights and analysis, which means it is easy to see which of the SMM strategies are producing results and which of those need further improvement. Additionally, it’s often more cost-effective than traditional advertising and social media also enables you to reach new audiences through Influencer marketing who will occasionally showcase products or services they like. If you work for a small-to-medium-sized company, this would be beneficial.  Digital marketing helps to promote your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. It is the marketing tool of the future and is here to stay.

By :- Nelum Buddhadasa Founder/Marketing Consultant NB CONSULTING  : Mobile :- 076 309 0066 / 0774 703060
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