What is Digital Marketing?
Internet Marketing - The Basics
Internet Marketing is one of the most effective ways to grow
any business - not just online. You hear more and more about Digital Marketing.
However, many people do not know what exactly it is and you have had to deal
with it many times without even realizing it. The very fact that digital
marketing courses are becoming more and more popular proves that this is a
really powerful and very up-to-date branch of advertising. Digital Marketing is
quite a broad concept because it covers all marketing channels and methods that
can be used to advertise products or services: on the Internet - on a computer,
and on mobile devices (tablets, smartphones).
Digital marketing basics
The main difference between digital marketing and
traditional marketing is that running digital marketing campaigns gives people
who plan advertising activities more control over their course. Digital
Marketing uses a variety of tools and data to analyze the effectiveness of a
campaign.
Digital marketing, i.e. internet marketing, uses a powerful set of information about the recipients of a product or service. What's more, thanks to the analysis of internet data and website traffic, they are fully countable, and the data is obtained in real-time! These activities are so-called web analytics, more commonly known as Web Analytics. It allows you to adjust the advertising strategy to each occasion. Skillful collection and subsequent use of such information is the key to the company's success on the web.
New opportunities, new customers
Digital marketing, in a nutshell, allows a company to be
noticed by internet users. Taking into account the fact that most people like
to spend their free time on social networks, browsing websites, shopping
online, or listening to music via YouTube, for example - the average time spent
"on the Internet" is constantly growing.
Moreover, recent developments in the area of recommended isolation have left people so far unconvinced about online shopping or other forms of internet use - in a way compelled to become fond of them. Even people who have so far been rather beyond the target of Digital Marketing (e.g. seniors) have become its recipients whether they like it or not.
Digital marketing tools
Currently, there are almost 30 million internet users in
Poland. Thanks to Digital Marketing, virtually any of them can become part of
the target group! The times of investing the entire budget of the company for
traditional advertising or announcing the company on the pages of Polish
telephone books, popular in the People's Republic of Poland, are long over. The
most effective idea for a successful advertising campaign is to combine Digital
Marketing with traditional advertising (e.g. outdoor advertising).
Digital Marketing tools and channels
Probably everyone realizes that it is simply necessary for
every company to have its own website. But it is not everything. In order for
the website to be visited by users, you must make it easy to find. Rather few
people check the third or fifth page of search results in their browser. When
looking for a product or service, the average user focuses on the first few
results from the first page of results. Entering this level is therefore one of
the main goals of Digital Marketing.
The Internet offers great opportunities in terms of online
advertising channels. The cost of Digital Marketing depends on the selected
digital advertising channels/tools. Digital Marketing is inextricably linked
with channels and tools such as:
SEO - Website Optimization
SEO is a very effective, but also a time-consuming way to
get high search results. SEO optimization is a complex process that aims to
increase the number of visits and traffic to a company's website. The greater
the number of potential customers on the website, the higher the chances of
increasing sales.
Many entrepreneurs are able to invest a lot of money in a solid SEO audit and optimization of their own websites. SEO is one of the integral parts of Digital Marketing. In part, it makes your website appear on the first page of the search engine.
Internet marketing specialist
Content Marketing and native advertising
When describing SEO, one cannot fail to mention another
digital marketing tool, which is content marketing - content marketing. It is
quite wide - it covers many Digital Marketing activities using content, e.g.
company blog posts, infographics, eBooks, videos, etc. Not only specific
keywords that help in SEO are important here, but also engaging content that
will make the recipient can put the brand in the role of an expert.
You are more likely to succumb to someone you trust and take
into account their opinion. If in the content of an interesting article there
is, for example, a reference to a recommended product or service, the recipient
will be more likely to use them - based on a good brand opinion based on the content.
This is where native advertising comes in.
Native Advertising is related to Content Marketing and is a
digital marketing tool. The average recipient will probably not recognize a
native ad in the first seconds of reading our material. Native advertising aims
to discreetly present the message. It is coherent in content and visually with
the material on which it is broadcast. Thanks to this, it does not disturb or
distract the attention of our website visitors.
Social Media Marketing
When writing about Digital Marketing, you cannot ignore the
power and opportunities that social media open up. As with SEO, Social Media
Marketing is a great tool to promote your own brand. Therefore, most companies,
apart from their website, also have profiles on Facebook, Instagram, or
Twitter, which are not yet as popular in Poland as in the West.
SM Marketing allows you to interact directly with the client. The condition for success and gaining a large number of followers on a social profile is, among others a solid communication strategy, engaging recipients, regularity, or quick response to users' needs.
Social media in digital marketing
Pay-Per-Click advertising
Another, quite broad term closely related to the
activities of Digital Marketing is Pay-Per-Clik (PCC) advertising, i.e.
pay-per-click advertising. In this case, you pay for each user who clicks on
the displayed advertisement while browsing the website or other websites.
For example, Google AdWords and Facebook Ads are also forms
of Pay-Per-Click advertising. Paid advertising on the web greatly contributes
to the desired building of brand awareness among its recipients.
Email and affiliate marketing
Email marketing is the oldest form of Digital Marketing that
has great potential and is therefore still evolving. Most digital marketing
strategies use the email marketing element to advertise brand specials,
highlight content (often as part of content marketing), or promote an event.
Affiliate marketing is when you pay a third party (person or company) to promote and advertise your brand. Most often you can meet him in the case of most comparison websites.
Internet Marketing - How To Start?
Digital Marketing is the future of marketing. With the right
experience and skills, you have a chance for a very future-oriented and
profitable job. Companies can pay a lot for a good Digital Marketing
specialist.
Many young people faced with the choice of Internet
marketing studies may face difficulties in finding the right field of study.
There are still very few universities in Poland with faculties strictly related
to digital marketing. Most often, they are simply specializations that fall
under the directions related to marketing or management.
Therefore, one of the best ways to learn the basics of
digital marketing is through additional courses, one or several days, focused
exclusively on Digital Marketing. As you know, each theory works best on a
practical example. Therefore, starting with a full-time or online training
course is a good start for further, practical education.
Digital Marketing - work and earnings
A Digital Marketing Specialist must not only plan marketing
activities perfectly but also be able to design engaging advertising messages,
and know the specifics of the digital marketing channels and tools described
above. Working in this position also requires the ability to make difficult
decisions that require the principles of creating a marketing strategy in
Digital Marketing.
What can you gain by being a Digital Marketing Specialist?
It will certainly be the flexibility of working hours (especially if you choose
a freelance career), high earnings (remuneration in this industry is above average),
and not exaggerated - constant development.
Digital Marketing is the marketing of the future. For large
companies and small entrepreneurs, investment in digital advertising is already
a necessity. For people involved in marketing, it can be a vision of a
lucrative, interesting, and very forward-looking job for the coming years.
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