Digital marketing is the most important element of internet marketing which uses online and web-based technologies including mobile phones, desktop computers, and various other web-based media and devices to promote services and products. It can also refer to the digital marketing agency, which helps in digital marketing campaigns. The key players in this field are search engines, e-mail marketing, web design, content development, and web marketing agencies. The following discussion highlights some of the methods used in marketing services and products through digital channels.
Search Engine Marketing or SEM includes pay per click (PPC) advertising, contextual advertising, and paid inclusion. SEM includes various paid features such as Google AdWords and Facebook Ads. SEM enables advertisers to display their ads on popular search engines such as Yahoo!, MSN, Google, and the like. Potential customers browse various internet websites looking for solutions. Ads appear on these websites when potential customers search for solutions related to the advertisers.
Search engine optimization (SEO) ensures that a website appears towards the top of the list when a searcher types in a keyword query in a search engine. A website that is highly ranked will get more traffic and more business. In order to achieve high ranking in search engine results, web marketing agencies use different strategies. SEO techniques include link building, article marketing, social media marketing, web directory submission, web content creation, video marketing, and PPC campaigns.
Social Media Marketing (SMM) involves creating and using social media such as Facebook, Twitter, and YouTube to market a product or service. SMM allows organizations to create and publish content via various social media sites such as Facebook, Twitter, and YouTube. When a content or product is promoted through SMM, it can reach millions of people within a short period of time. SMM campaigns can be very cost-effective but requires skilled professionals. SMM campaigns should be planned well to make them effective.
Display advertising campaigns are mostly used to increase brand awareness among consumers. Through display advertising, companies can show their products and services to a large number of potential consumers. For small organizations, displaying advertisements is less costly than other forms of web marketing strategies. A display advertising campaign can be planned by utilizing display advertising software or agencies that offer display advertising services.
Web Copywriting is an important part of most campaigns. Web copywriters write ads, sales letters, website content, press releases, and blogs that promote the product or service offered. They also make public statements about the products and services offered as a way of attracting attention from the public. Web copywriters use catchy words and phrases in their campaigns to increase conversion rates.