PR - B2B Comms - Media - Marketing - Creative - Business Planning

Digital marketing encompasses all things that involve electronic devices and the internet. Over the past 15 years, many businesses switched gears to leverage digital channels like search engines, social media, email and other websites with the goal of boosting engagement, increasing sales and profits, creating and broadening brand awareness and connecting with current and future customers.

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While the terms digital marketing, internet marketing, online marketing and e-marketing are typically used interchangeably, digital marketing is what’s most often used today.

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Digital marketing involves managing various forms of a business’ online presence such as websites, mobile apps, and social media company pages. This is in conjunction with online communication methods including search engine marketing, social media marketing, and email marketing.These techniques are used to support the objectives of growing your customer base and providing services to existing customers that help nurture the client-company relationship.

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Regardless of size and industry, digital marketing offers businesses of all stripes an affordable and efficient way to obtain leads that rivals traditional marketing methods

 

With digital marketing, you are also able to easily track the results of your campaign in the form of measuring impressions, clicks, likes, comments, shares, and conversions. These performance metrics give you valuable insights, allowing you to make informed decisions about your business.

And unlike the olden days of marketing, where you couldn’t alter a billboard or flyer once it was up, digital marketing enables you to modify your campaign as you go. This means you can adapt as needed to drive the best possible results.

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Search Engine Marketing (SEM)

 SEM is one of the more effective marketing methods in the B2B space and aims to optimize the brand presence and conversions of a business using paid methods.

In other words, SEM earns traffic by purchasing ads on commonly used SEM services like Bing Ads and Google AdWords.

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Search Engine Optimization

SEO is the art of optimizing your content to ensure that your website is featured as a top result when relevant keywords are searched. 

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Content Marketing

With the ultimate goal of persuading your audience and building credibility, content marketing typically covers content assets like blog posts, infographics, eBooks, videos, white papers, and webinars.

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Pay Per Click

falls under the SEM umbrella when it applies to ads on search engine results pages, but it can also extend to affiliate marketing and ads on other websites.

When following this type of model, you only pay for the number of clicks that you receive on your ad, making it an attractive option for businesses that have tighter budget constraints.

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Email Marketing

one of the oldest types of digital marketing, email marketing still receives ROIs as high as 3,800 percent.  It offers a way for you to promote your products or services, develop relationships, increase brand loyalty, and elicit useful feedback from your customers.

Plus, the possibilities of the types of emails you can send are limitless. Choose from newsletter campaigns, confirmation emails, thank-you emails, follow-up emails, and email notifications about product updates.

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Social Media Marketing

there are a variety of social media platforms you can choose from, including Facebook, Twitter, LinkedIn, Instagram, Snapchat, and many others. Depending on your niche and target audience, you can choose whichever one(s) is most relevant to your business.

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Affiliate Marketing

With affiliate marketing, you can decrease your marketing workload by outsourcing it to external service providers.

One of the more lucrative types of digital marketing options, affiliate marketing involves partnering with an online retailer that promotes your products or services on their website. You then earn a commission from each sale or lead that you bring in. That’s right—you’re only paying for conversions. No upfront costs!

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Inbound PR

The goal of inbound PR is to drive traffic to your website via content creation. Content in inbound PR needs to add value to the reader, or it will end up lost in search engine and social media algorithms.

By using programs like Google Analytics and social media analytics, PR professionals can determine what their reach is for different forms of content.

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Sponsored Content

Sponsored content refers to a form of content marketing in which advertisers pay to publish their material consistent with the medium’s normal format—whether they be articles, photos, social media posts, video, etc.

This type of digital marketing is usually denoted with phrases like “brought to you by” or “sponsored by.”

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Online PR

While mass media outlets such as press, radio, and television were once the main channels to distribute information about a business, online PR uses blogs, social media, and websites to connect with audiences.

Online PR also seeks to generate quality content that’s not introspective or overly promotional.

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