What Is Digital Marketing? | Introduction To Digital Marketing | Digital Marketing | Simplilearn

What Is Digital Marketing? | Introduction To Digital Marketing | Digital Marketing | Simplilearn



greetings everyone this is Rob Sanders and today we're going to talk about what is digital marketing so thanks for joining us here at simply learn and let's get started so today we're going to talk about why digital marketing is important in today's world we're also going to talk about what is digital marketing and they're the types of digital marketing channels that are out there then we're going to talk about the customer lifecycle in digital marketing so what does it take to get somebody from point A to point Z through digital marketing and so those are the topics we're going to cover so hope you enjoy yourself while you're learning and let's get right to it so let's start talking about why digital marketing is important so let's start there on the Y so we're just a fly on the wall and we're in an office environment we're looking at two friends having a conversation about digital marketing so really if we're listening in everybody every marketer is using digital marketing for his or her business now digital marketing is become more popular than traditional marketing that's not a surprise so in response hey over the past few decades digital marketing has evolved at a rapid pace these days a lot of people spend most their time on the internet so what happens in the internet every 60 seconds well a lot happens every 60 seconds so according to social media today I mean there's a lot of snaps there's a lot of clicks there's a lot of text there's a lot of videos watched there's a lot of pictures being taken there's a lot of voice-activated activity going on a lot of tweets email swipes there's a lot going on here in 60 seconds so there's a lot of activity on the internet a lot and so the one gentleman says hey can you also mention a few differences between digital and traditional marketing systems and then the expert of course I can certainly clarify a few differences between digital and traditional and so he goes on to say what the differences are between traditional and digital elements look at that okay so on traditional marketing we're talking about print radio billboard newspaper TV anything that's not on your mobile or laptop so we know what traditional marketing reaches limited with digital marketing reaches maximum and what we mean by that is hey when you print something you're printing it for X amount of people if you're trying to promote an event and you basically create a thousand Flyers okay you figure that's going to a thousand people maybe they'll share it so you're looking about 2,000 people maybe just to be generous well digital marketing we're promoting an event we can promote it to a whole lot of people depending on the platform so 2000 is nothing when you're targeting an audience on Facebook or Google search traditional marketing non versatile and with digital marketing is very versatile so again going back to our flyer print an eight-and-a-half by 11 okay that's it you know with with digital marketing running display banners go for 68 by 60 200 by 200 250 by 250 300 by 300 I mean the list goes on on the types of different display sizes not to mention text ads not to mention video or multimedia so the wat you can do to get your message out there okay with traditional it's always delayed communication okay so meaning if you're trying to get that TV spot there might not be a spot open until 1:00 in the morning okay well what does your marketing there is no hours okay you can certainly get your point out there and have people see it instantaneously so which rich marking there's a lack of real-time results I mean this seems like it's obvious but you know digital marketing that's one of the biggest benefits instant real-time results instant okay nowadays go in analytics you can look at real-time reporting okay we could see real-time results okay traditional marketing can be very costly I mean if you're not only doing postcards and printing postcards but you have to mail those postcards so there's postage fees where with digital marketing it's very very very cost efficient I mean meaning you could pick and choose who you want to target one you want to target where you want to target what you want to target and if you're doing search you can put your bidding in place you can put your hours in place you can really control how much you actually spend so that's amis one of the biggest advantages to digital marketing not only do you get real-time results but you could control cost and then obviously optimize based on the amount of cost you're spending based on those real-time results with traditional marketing it's difficult to reach a target audience you know which is your marketing it's easy to reach a target audience I mean you know I don't want to bash traditional marketing too much I mean if you're gonna put a TV ad in place you know you're gonna do it on a TV show that tends to gear more towards your target audience but that doesn't guarantee anything here we can simply go to Facebook or Twitter or LinkedIn and just pick and choose specifically who we want to target when we want to target them so it just becomes a lot easier to reach each targeted audience on a digital marketing platform and then with traditional marketing pour campaign measurement we're digital you have easy to measure optimize campaigns and what we really mean by that is because you get instant time results because you can control cost because you can reach your target audience more easily all those a result of okay you can measure and optimize based on what our audience is seeing and how much they're spending to see it we can quickly make adjustments in order to optimize the campaign for better performance so that's generally if that means as a culmination of pretty much everything that we've listed as a benefit for digital marketing okay so now why digital market has been answered with all the benefits that it carries let's talk about the what-ifs digital marketing so you know that you know you want to do digital more so how do we go about that what what is it exactly well let's just define it digital marketing is just the act of promoting a company's product or an individual's product or service with the help of a device or technology and so obviously when we talk about device we're talking about maybe a laptop we're talking about a mobile device and we talk about technology it could be an app it could be you know a cloud-based platform okay it could be a piece of software okay so a lot going on on the Digital side in terms of variations and what you can do but that's in a nutshell what digital marketing is you're really just using technology to promote your product or service so we know because of the benefits in digital marketing you can promote your campaign on different platforms ok so all these benefits we mention about instant real time results cost efficiency optimizing campaigns you could do that on surge you could do it on social via email on mobile apps etc so that's what we mean by with the help of digital devices in technology well these digital devices and Technology come in the form of search engines and emails and mobile apps etc so when we want to go and promote our product or service using a campaign we have different options so there are different types of digital marketing channels that we could choose from and let's just go through that list of digital marketing channels and the first one is what I consider the king of them all and that's SEO so SEO stands for search engine optimization they're search engine marketing there's email marketing affiliate marketing social content mobile and then we can get into subsets of each of these digital marketing channels but really we'll start with SEO because that's the king and to me that's basically increasing the quality and quantity of relevant organic traffic on the search engines including Google's so depending on where you're located in the US market Google tenth work has a large market share so you want your pages on your website to be found and clicked on organically and so that means if somebody types in a keyword you want that relevant page to show up first on Google so somebody can click on that link okay and we know that millions of people specifically in the US but worldwide you search on a daily basis so if you're ranking for those relevant keywords you can imagine how much traffic you can get okay so that's SEO okay and here's an example so you type in online shopping well you can see the first listing here is a paid search ad I'm going to get to that in a minute the second organically is Amazon okay so online shopping you think maybe Walmart you think maybe Alibaba or you're thinking probably Amazon okay so no surprise Amazon's ranking for the keyword online shopping and so if somebody clicked on their listing that's traffic for Amazon let's move on to search engine marketing you know known as SEM or pay-per-click or cost per click or PPC or CPC or sponsored search or Google Ads I mean there's a lot of different name synonymous with SEM so search engine marketing is really just using paid ads on search engines just as we saw the previous example if you want to be found for keyword you don't have to worry about organic if you're willing to pay for it you just bid on that keyword and wallah you have the opportunity to appear number one in the search results at the top of the page for that keyword now when somebody clicks on it you have to pay Google if it's Google your advertising on but that's the beauty of search engine marketing you can bid on keywords and appear at the top of the search results for that keyword example here if we go back to online shopping well myus.com is bidding on that keyword online shopping so they're actually appearing above amazon's or listing but that's what they want to do they want to be found for that keyword so if they're not ranking forward organically well they're bidding on it and if somebody happened to clicked on that listing then myus.com is gonna pay Google something depending on what the cost per click is and so that could be anywhere from one penny to a hundred dollars it depends depends on the keyword it depends on who else is bidding on the keyword it depends on the location it depends on the time of day it depends on quality scores a lot of factors involved and regarding what you pay however the benefit of SEM is visibility and getting traffic to your website for keywords you're not found for so that's why SEM such a popular choice for a lot of companies okay let's talk about digital marketing and that's a traditional type of digital marketing channel it's been around a long time you know we all send emails on a daily basis and we probably all receive emails on a daily basis just as an effective way to capture leads and get birthed them to customers because with email you can personalize your emails and you could send your emails to a segmented audience okay so if you have emails from females who at 35 years of age to 44 that live and say this southern part of the United States you can segment that sentiment email and cater that email directly to that audience and of course you can put some nice call-to-action in there you can design it really snazzy and you could track it just like you can any other digital marketing channel so email is a very effective way to really reach a target audience because everybody for the most part has a functioning email account so basically here's an example of an email that could go out you're selling a product and the products promotion is about to end well you know get that email out to your target audience let me know hey you have until tonight to purchase the product and if you purchase it you're gonna get 30% off and you can put the coupon code right in there with a nice call-to-action and you can measure how many people click on that email go to that webpage and purchase the product using that coupon code so that's an example of email marketing okay we have affiliate marketing so affiliate marketing is an effective way for digital marketers to basically create a sales force of people so basically what you're doing is you're getting merchants to promote your products and services and you using usually a third party broker like Commission Junction or CG comm as an example to introduce you be the person selling the product a merchant with the affiliate so that affiliate could likely be a merchant him or himself and they can basically be a good partner of yours by promising your product or service on their website so that they can sell in order to get Commission's so it's all based on a commission so you basically are gonna use a third-party affiliate like CJ get all these affiliates to work for you they're gonna promote your product or service if they do sell your product or service you're gonna pay them a commission that's more or less how it works with affiliate marketing and you know with affiliate marketing to me it's a good way to you know really promote your product or service and you can pick and choose the affiliates or the publishers of whom you want to work with so here's an example of affiliate marketing at work okay you basically see a banner basically you can see earn up to 12% advertising fees with a trusted e-commerce leader okay so somebody clicked on that purchase for example or joined you could pay out that commission okay let's turn our attention to social media marketing so social media marketing you know I would say it's fairly new I mean if I think about it were in 2019 and I remember talking about Facebook back in 2006 so you're talking about 13 14 15 years of social media it's definitely evolved over the years and but the concept remains the same it involves creating different types of content depending on the platform okay so you could be on Pinterest or Instagram and be dealing with photos or you could be on Twitter tweeting out certain characters up to a limit okay so it really depends on the social media platform that really drives the type of content you're gonna promote but we know social media can be effective because people use social media I mean Facebook is one of the more popular platforms and if you want to get your product or service out there you could certainly pay to have an ad on Facebook or you could just post your content organically okay that's the beauty of social most of your social platforms like LinkedIn and Twitter and Facebook and Pinterest and Instagram they'll have a paid form of advertising that you can use to promote your product or service or you can go the organic route and you know post content organically in hopes of driving traffic back to your website so with social you do have two options here but social is interesting because there's a lot of different social media platforms out there it really depends on your product or service okay so an example of social media marketing especially on Facebook with Facebook you got mobile and desktop and you obviously have the opportunity to close something organically and have that liked or commented on or shared or you can post an app and get that liked commented or shared or clicked and have people go back to your website and fulfill the goal of what you want them to do so moving on to content marketing it's a content marketing is really an effective way of really distributing valuable content online and when we talk about content marketing you know we're talking about different types of assets so it could be simply text in the form of a I post or it could be a video where it could be an infographic or it could be an image okay there are lots of ways to create content these days especially in digital marketing and the great thing about content marketing is writing content for a targeted audience so if you're trying to target an audience on say Instagram then you know who your audience is and you know what the type of content you're gonna post on there so it could be in the form of a video or infographic or just a graphic and so that's the beauty of content marketing really putting yourself out there and depending on the platform putting yourself out there with various types of content so for example we look at YouTube you can see this video here about digital marketing certified associate well hey you don't need to always write the content you can produce the content in the form of a video and post it on YouTube this is a form of content marketing so that's content marketing and then let's talk about mobile marketing so content marketing again different types but if we go now to mobile marketing you can kind of segue from content to mobile because the only difference here is with mobile is strictly on mobile phone it's not desktop so mobile marketing is really a strategy on its own that helps you the company promoting your product or service to reach your target audience through a mobile device and that includes tablet and how you could do that is via messaging you could do a via email or you could do it via an app okay so you have different ways of getting your content out there to people okay so as an example you can use basically SMS or instant messaging via mobile devices to promote your product or service here's another example of a mobile marketing via app install and so you can even compound that by running a say Google ad as an example and running your Google ad on say just mobile you could do a bit adjustment just for mobile and the goal could be app installs okay so and you can even do a mobile or app extension so there's lots of ways to really promote your app or your product or your service via mobile marketing okay let's talk about the customer lifecycle so we know why we want to do digital marketing we wanted that we want we know what the digital marketing channels are because we just talked about them from SEO to social to affiliate to mobile to content to SEM okay you have a lot of different digital marketing channels at your disposal so now how do we go ahead and approach our customers so that's where we're going to talk about first so we're going to talk about different stages of the customer lifecycle okay and the first one is the awareness stage so we need to get our customers aware of what we're selling what we're promoting okay so the awareness stage is really what product does your brand offer that's a question we want to get out there and we want to answer okay what does a customer need your product or will excuse me why does a customer need your product that's a question we want to answer with digital marketing okay what solution does your product provide okay that's an answer to a question we want to make sure people understand so these are questions that we want to be able to answer in the form of digital marketing whether that be mobile or content okay so getting our information out there that answers these essential questions and if we could do that then somebody's gonna become aware of our product or service okay so what product is our brand offer why does the customer need it and what solution does it provide okay those are some key questions that people tend to ask themselves when they look at a brand okay and when they look at a product hey do I really need this it's gonna help me in my life okay and who is selling this I mean who is this brand I mean that's those are just things like run through people's mind and to that with the right messaging the right channel the right type of asset the right targeted audience you can quickly make somebody aware of your brand's product or service in this stage it's helped potential customers discover your brand with the help of these different marketing channels so when the awareness stage you know content is key so it's to me if we have a website we need a blog because if somebody does come to our blog from say organic search SEO then we can write about that product or service via blog and talk to our customer talk directly to our targeted audience through that blog and if we're not ranking organically we can use paid search to promote it because paid search on Google for example basically we can be right at the top of the search results and so somebody can actually see it when they do a search because we know mains of people you search on a daily basis you could do social media marketing okay so you can publish that product or service on Facebook while you're building your community and you can these affiliate marketing to help get the word out by using CJ calm as an example build up a sales force of people these publishers that are going to put your product or service out there so to me in the awareness stage these are the digital marketing channels you could focus on now I will say one thing about display ads display is part of search engine marketing you could use display because you can reach a large number of people so even though it's listed here low priority in the awareness stage display ads mean that if you're on Google's Display number you can pick and choose your sites your demographics keywords topics in audience you can focus on all those different demographics to really attract a large number of people so low priority but it's probably also good to focus on in the awareness stage so content marketing you must create a high quality content people are searching for without content it's hard to get found and so to me this is you where the guac comes in SCO take that content get it optimized okay SEM if we're not ranking organically we can make sure the top of the paid search results or the the search results for a particular keyword we want to be found for and then social media marketing using different channels depending on the channel if we're selling you know training like simply learn does you know LinkedIn is a good platform for us okay and then affiliate you know basically building up a nice network of publishers to get the word out so these are all good channels that we can focus in on so traffic sources may include paid unpaid social referral display email or direct so they could come in the awareness stage from all different types of channels even though you're focused on content I mean you could still get traffic from mobile or email so now that we got the word out via all these different marketing channels there's that consideration stage so you know people are aware of us now the considering us and that's kind of the next stage in the process okay so a few essential questions to address on the consideration stage hey what features make your product valuable to others and how will increase customer engagement towards my product so those are answers to questions you want to ask okay what features make your product valuable you want to basically separate yourself from the competition basically that's what you're trying to answer okay so if you're promoting your product or service on paid search and other people are bidding on the same keyword how are you gonna stand out and then how I increase customer engagement towards my product so any for example if you're on Facebook okay and you're trying to get people over to your site to purchase your product then how you going to improve that engagement you got to create something really snazzy or really it's gonna be attention-grabbing or something that's going to get them to become aware of it that's gonna separate your posts from all the other posts better in somebody's Facebook newsfeed okay so you really have to work hard to really convince somebody to get their consideration towards your product servus so in this stage your customer considers your products so help them understand how your product is valuable okay to me email works really good here because if you have a targeted audience this gives you the opportunity to really answer this questions in that particular channel email you can support that with the promotion and display I think display is a good option here too because even though you know people are trying to become aware you know you can really hone in and really get them to take that next step okay with display you can even do remarketing so if somebody's been to your site because they're aware of your product they're curious you can cookie them and remark it to them via display so display to me is a good a good channel to use here okay so you have email mobile display you know SEM these are all you know good channels to use on the consideration stays especially on search because somebody's looking for something and they're aware of your brand then you have the good opportunity to get them to click on your ad especially if you're offering a promotion and get them to convert the goal here is to increase our engagement so people are aware we're moving them further along the funnel with email marketing we have the opportunity to promote the product by sending an email directly to our audience so with this stage plan your campaigns around welcoming emails newsletters we can talk about product descriptions add ratings and reviews and the email you know we really just want to encourage people to purchase the product that's we're trying to sway them over so email is a good source to allow us to do that so with mobile marketing we can promote the products by setting relevant messages to our target audience display again retargeting because we can retarget an audience that has been to our website already did some research about our brand or product or service and now we're going to reach back out to them to sway them so remember we want to encourage customers to buy a product by creating detailed articles about the product that always helps and that's okay we want to opt for a customer testimonial okay that helps sway people and add some guest blogging okay we can have ambassadors blog on our behalf or we can go out and blog on somebody else's site okay it's a blogging works both ways it's ways of showing yourself and telling people hey we know you're looking for this product here's why you want to choose us okay moving on from the consideration to the purchase stage so there where of you they're considering you and now we're on to the purchase stage so the questions we want to really make sure we address here are how are my prices compared to my competitors and is my brand more credible than others okay so they're considering you but that price point and it may not even be the price it could be the shipping for example the price could be good but the shipping cost could be high so you really want to do some due diligence and research on what your competitors are doing credibility that goes back to the consideration stage and testimonials you want to make sure you have reviews and testimonials to really elevate what you're trying to tell customers and that that is hey I have a good brand I have a good product I have a good service come buy my stuff come buy my product and service but you really need to support that claim you just can't go out and say it and the supporting that comes in the form of what other people say and that could be reviews that could be comments on a social media platform it could be you know stars on say Yelp or Google my business you know make sure you do your due diligence and make sure you get people to you know review you or provide testimony Allah people are going to do their due diligence before they purchase especially if it's on Google my business or Yelp or TripAdvisor or whatever it is you're trying to sell they're going to be able to see those reviews and so do your due diligence to get the reviews you know if it is a negative review hey that's okay you can't please everyone you're gonna get them that's the world we live in just make sure you show your upper hand and respond even to the negative as well as the positive reviews that you get that actually bodes well to some people because hey it shows that I made a mistake and you're willing to correct it and so people actually see that that could be the tipping point to getting in to purchase a look hey this brand really cares because they're really responding to people they're not ignoring negativity okay just the small things they can get people to change their mind now with the purchase stage according to e consultancy eighty three percent of the online audience require encouragement to complete a purchase encouragement what does that mean well it could mean providing a promo giving them that extra incentive you know if you don't offer promo consider it especially on the email and the example we looked at earlier sending out an email means that if the promo is going to an @midnight send that email out and tell people they have until midnight and if they purchased today you'll even increase it to 20% an email is a good channel for that mobile can reach a lot of people through SMS okay social media reaching people instantaneously and then you know really with the purchase stage it gives prospects an offer to help them make that purchase so you have plenty of channels to choose from in fact most of these channels the only one really that doesn't fit the instantaneous mode is SEO but you can really focus on affiliate even though that's a little priority here you can really you know coordinate with your publishers who especially those publishers that have proven their worth and have sold your products in the past you get them to help promote it and incentivize their audience so let's move on from the purchase to the purse post purchase stage so this is after somebody purchases okay so some essential questions we want to be able to address here so what additional product could my customer buy now that they're my customer what else could I sell them what you know without being too pushy could if they buy a coat whoa a hat work or a pair of gloves or you know blouse you know you want to be able you know push a product under customer but think about how you can complement that purchases that purchasers or customers product and then how to improve the customer buying experience so again this goes back to you know what we just said about reviews get somebody to offer review and if they don't give you a full complement of five stars they only give you three and a half stars then you know what that's great feedback because then you can learn from that and then the other question is with a customer refers to others and if so why so that's definitely something you want to be able to address in the post purchase stage so let's take a look here so with post purchasing stage you know it's me emails at the top of this list because if somebody purchased is something you could send a nice thank-you email because if they purchase they're giving you their email in return because you're likely gonna be sending them the receipt via email so email to me is a nice channel sending a nice message even you know social media you know you can thank your community for supporting you on this recent campaign that you ran you know even throw in an extra five or ten percent on a future purchase as a thank you and that's easily done on social media you know you can even place the blog you know promoting you know the success of a product and then offering a promotion okay so there's a lot of things you could be doing here on the post purchasing stage so to me even looking at content again you could even you know put a survey together you could even put a survey together for your affiliates okay you can even post a poll on Facebook so it's just working in with these different channels to get some feedback about your products and service so with email mobile you can engage customers with follow-up emails or customer care content you know with mobile if you have somebody's mobile number hey text them a simple thank you goes a long way you know you could say hey look if you're satisfied let us know give us a call you can even in the e mobile text message you can put a link to a serve in send emails to active subscribers give rewards for customer feedback so if somebody does provide feedback yeah I'm gonna extra 10% off you know you want to be able to reward loyalty loyalty comes in the form of a partnership if you're giving somebody discounts and you have a good product or service then they're gonna recognize that they're gonna say hey look I really like this product and they're giving me ten percent I'm gonna go ahead and purchase from these guys again so give those discounts those active customers or on the affiliate network give referral opportunities to your customers so if it's an affiliate publisher hey if they're getting people to your site you know reward them or if it's an email and you put a board to a friend get an extra 10% off it doesn't hurt because you're incentivizing people to help you sell your product so with social display and content and use those banner ads or use that content that you display on social or the blog you're gonna write to give customers advice in order to maximize the value of the purchase so again you can use these platforms to also enhance what they purchased so hey you just purchase this product thank you very much did you know you could do this this and this with it and so that's the idea of a post purchase stage is to maximize these channels to be able to answer those essential questions about what else could they purchase you know do they like how do I be get these people to become loyal customers okay so with the first purchase stage the customer has bought a pair of sports shoes for example running shoes you can recommend cross product sale a cross sale it could be a pair of shorts or a water bottle or an accessory with an exclusive discount so that's another example what you can do on the post purchase stage hope you enjoyed our video today one thank you for paying attention if you have any questions please visit us simply learn calm or visit us on our YouTube channel there's plenty of videos about some of these digital marketing channels we discuss today including an affiliate SEO email marketing social media search engine market they're all there on our YouTube channel so thank you again and look forward to seeing you on future webinars hi there if you like this video subscribe to the simply learn youtube channel and click here to watch similar videos to nerd up and get certified click here

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