Digital Marketing Explained: The Ultimate Guide to Optimising Offline and Online Marketing
What is Digital Marketing? It's the process of using digital methods to create, deliver, and measure a campaign or series of campaigns that communicate a message to a defined target market. Digital marketing activities include advertising, public relations, social media, search engine optimisation (SEO), content creation, display advertising, mobile advertising, and other means.
This post will help you to apply the latest thinking in modern marketing to become equipped with an effective omnichannel strategy for your company.
The omnichannel customer journey is used to describe the customer's experience when interacting with a company across multiple channels. An omnichannel strategy aims to create a seamless experience for the customer to quickly move between channels without feeling like they are dealing with different companies.
There are three main touchpoints in the omnichannel customer journey:
1. Awareness: This is where the customer first becomes aware of your product or service. They may see an ad, hear about you from a friend, or stumble upon your website.
2. Evaluation: Once the customer is aware of your product or service, they will evaluate whether it meets their needs. They may visit your website, read reviews, or contact you for more information.
3. Purchase/use: The purchase or use stage of the customer journey is when the customer decides that your product or service meets their needs. They may sign up for a free trial, purchase, or start using your product or service. This stage can be important for converting customers into paying customers. You should ensure that your product or service is easy to use and meets the customer's needs.
How does the new digitally-savvy consumer behave, and how does marketing look different in the social media age?
The new digital consumer behaves differently than their predecessors. In the social-digital age, information is constantly shared and consumed. This has changed how marketing works. Companies need to be more creative and interactive to capture consumers' attention. They also need to create content that is shareable and engaging.
Digital marketing has evolved rapidly in recent years, with social media and other digital channels increasingly important. This has led to the rise of content marketing, which is now one of the most effective ways to reach and engage consumers online.
What is content marketing, and how can it help your business?
Content marketing involves creating and distributing engaging, valuable content that attracts and retains customers. It can drive website traffic, generate leads, and build brand awareness. Content can take many forms, such as blog posts, articles, infographics, videos, and social media posts.
There are several reasons why content marketing is so successful:
1. It's relevant to consumers. Quality content provides information or insights that help people solve a problem or learn something new. In a world where people are constantly bombarded with advertising messages, it's more important than ever for marketers to create relevant and valuable content for their target audience.
2. It's engaging. Good quality content is highly interesting, which means people are likely to want to read it, share it, and comment on it. When people are engaged with your content, they're more likely to become customers or clients.
3. It's versatile. Quality content can be used in various ways, including blog posts, articles, e-books, infographics, social media posts, and repurposed to audio or video. This versatility gives you many options for promoting your business and reaching your target audience.
4. It's sharable. Quality content is highly sharable, meaning people are likely to share it with their friends and followers on social media or other channels. When people share your content, they're essentially endorsing your business to their networks, which can result in more traffic and leads.
What metrics can we use to determine when content marketing is working?
One meaningful way to measure the effectiveness of your content marketing is to track the engagement it generates. Measuring engagement can help you determine whether people are reading and interacting with your content.
There are several different metrics you can use to measure engagement, including:
- Shares: How many times has your content been shared on social media?
- Comments: How many comments has your content received?
- Views: How many people have viewed your content?
- Likes: How many people have liked your content?
Let us explore how search engines work and why search engines are so central to digital marketing success.
When most people think about search engines, they think about Google since it has over 87% global market share , it is no surprise. But there are actually many different search engines, including Yahoo! (3.23%), Bing (6.31%) and Duck Duck Go (2.51%)
So what is it that makes the search so crucial for digital marketing? There are three primary reasons:
1. Search is one of the most common ways that people find information online.
2. People trust search results more than any other type of online content. A study by Endleman  found that most respondents (79%) said they trust organic search results more than any other form of online advertising.
3. Search Engine Optimisation (SEO) is one of the most effective ways to improve your website's visibility and drive traffic to your site. By optimising your site for keywords relevant to your business, you can improve your ranking and increase your customer's consideration . Also, consider that the Organic Click-through rate is 33.59% vs Paid 1.59% , so investing in your content strategy will continue to reap benefits.
What strategies convert best on Google Adwords and Amazon Marketplace?
Amazon receives more advertising revenue than youtube  why, it the last stop on a sales funnel before purchase and can enable you to hijack someone else hard work or customer curiosity.
Several strategies can be successful when marketing on AdWords and Amazon. Some of the most effective techniques include using high-quality images, including customer reviews, and creating targeted ads. It is also essential to use effective keywords when advertising on these platforms.
How do we leverage social networks for mobile advertising?
There are a few ways that social networks can be leveraged for mobile advertising. The first way is by using social media as a targeting tool. Advertisers can target their ads to specific demographics or interests based on the available data on social media sites. For example, Facebook allows advertisers to target ads to people who have listed particular interests on their profiles.
YouTube and social media are the most critical channels for discovering new products and services. Well-targeted advertisements can have a high recall. For example, on YouTube, it is 54%, social media 44% vs traditional TV, which is 56%. (source)?
Another way that social networks can be used for mobile advertising is by creating campaigns that promote app downloads. In addition, app stores such as the Apple App Store and the Google Play Store allow developers to list their apps to gain exposure to more potential users.
How do we build advocacy across social networks?
There are many ways to build advocacy across social networks. One way is to identify and connect with key individuals or groups who have a large following or influence on social media. Once you have recognised these individuals or groups, you can reach out to them and ask for their support in promoting your cause or campaign.
Another way to build advocacy across social networks is by creating compelling content that will inspire people to share it with their friends and followers. This content can be anything from videos, infographics, or blog posts to images and memes. If it is interesting and relevant, people will be more likely to share it with their peers.
Finally, you can also use social media tools such as hashtags, mentions, and @ replies to help build advocacy across social networks. By using these tools effectively, you can increase the reach of your message and encourage more people to get involved in your cause or campaign.
How can we integrate wallets, apps and payments into one cohesive loyalty strategy?
Retailers are looking for ways to create better loyalty programs to keep customers coming back. One way to achieve this is to integrate wallets, apps and payments into one cohesive strategy. This can be done by using a mobile wallet app like Apple Pay or Samsung Pay. These apps allow customers to store their credit cards and loyalty cards in one place, making it easy to pay for purchases and collect rewards. Retailers can also create apps that allow customers to shop online and offline and make payments. In addition, retailers can use payment processors like PayPal or Stripe to accept payments both in-store and online. By using a variety of methods, retailers can create a comprehensive loyalty program that meets the needs of their customers.
What is location-based mobile marketing, and how does it fit into an omnichannel approach?
Location-based marketing is a form of digital marketing that uses mobile devices to send messages or provide information to customers based on their current location. This type of marketing can be used in conjunction with other digital marketing tactics, such as search engine optimisation (SEO) and email marketing, to create a comprehensive strategy that reaches customers across all channels.
Businesses can increase customer loyalty and drive sales by providing relevant information and tailored offers to customer interests and needs. Using location data gathered from mobile devices, businesses can target potential customers with ads and messages when close to the business's physical location. Location-based marketing also allows companies to connect with customers already near their stores or restaurants, creating a more personal connection that can lead to future sales opportunities.
What is the omnichannel customer journey – what are the touchpoints, and how does it convert into a strategy?
The omnichannel customer journey involves interactions between customers and companies across multiple channels. These channels can include the traditional ones like phone, in-person, email, and newer ones like social media and chatbots. The goal of the omnichannel journey is to create a seamless experience for the customer that leads to them converting into paying customers.
There are three main touchpoints that companies need to focus on to create an effective omnichannel strategy: awareness, engagement, and conversion. Awareness is about getting the customer's attention and getting them interested in your product or service. Engagement is about providing engaging content and experiences that keep the customer connected to your brand. Conversion is about convincing the customer to take action and become a paying customer.
These touchpoints need to be tailored to the specific channel being used. For example, content for social media should be short and easily shareable. In contrast, the content for the email should be long-form and more detailed. Additionally, each touchpoint should be designed to achieve a particular goal, such as converting leads into customers or increasing brand awareness. By understanding how the customer journey works and what each touchpoint is meant to accomplish, businesses can create a strategy that effectively uses all channels.
Businesses need to eliminate silos and be aware of behavioural data, ranging from keyword research to market-mix modelling, to win when it comes to omnichannel sales.
This post explored the benefits of digital marketing and omnichannel marketing and why you should consider it in your business today. To help get you started, we have developed multiple playbooks that you can utilise to stay ahead of your competitors.
1. StatCounter. (March 1, 2022). Market share of selected leading mobile search providers in the United States from October 2012 to January 2022 [Graph]. In Statista. Retrieved March 18, 2022, from https://www.statista.com/statistics/511358/market-share-mobile-search-usa/
2. Edelman. (January 21, 2021). Level of trust in selected media sources worldwide as of November 2020 [Graph]. In Statista. Retrieved March 18, 2022, from https://www.statista.com/statistics/685119/media-sources-trust-worldwide/
3. Armstrong, M. (September 8, 2021). Sources of Shopping Inspiration [Digital image]. Retrieved March 18, 2022, from https://www.statista.com/chart/25727/sources-of-shopping-inspiration-gcs/
4. SparkToro. (March 22, 2021). Google search click-through rate (CTR) worldwide in 2020, by type [Graph]. In Statista. Retrieved March 18, 2022, from https://www.statista.com/statistics/1240608/google-search-ctr-worldwide/