What is Digital Marketing?

A Recipe for Successful Digital Campaigns

According to Merriam-Webster, marketing is “The process or technique of promoting, selling, and distributing a product or service.” 

Digital marketing is a type of marketing that involves using digital or online channels to market to your customers.

How important is Digital Marketing?

Marketing is as huge a business as ever, and with technology becoming an ever growing part of our lives, it’s only natural that digital marketing would become an increasingly important part of an organization’s overall marketing efforts.

In fact, back in 2016 eMarketer predicted that this year digital marketing spend would overtake TV ad spend.  eMarketer’s forecast suggested that TV ad spend would total $72.01 billion, while digital ad spend would climb to $77.37 billion.     

What are some example of Digital Marketing Tactics?

There are many components to digital marketing. You should make use of multiple digital marketing tactics to ensure you reach as many new or potential customers as possible. Some of these efforts may include:

  • SEO
  • Paid Search
  • Email Marketing
  • Marketing Automation
  • Social Media
  • A/B Testing
  • Content Marketing
  • Personalization

There are digital marketing tactics to improve or help you connect with your customers every step of the way throughout their interaction with your brand.

Some of the these efforts focus on helping your customers find your website, for example SEO and PPC. According to Visual Capitalist, Google and Facebook control 57.6% of the digital ad market, and their slices of the pie are only growing. 

Others, such as personalization and A/B Testing, focus on providing a positive experience once your users have reached your site. 

Email marketing and social media remind your customers to return to your site or to a physical location once a connection has already been made. 

In many instances, your website is a key part of the process. The Gartner 2016-2017 CMO Spend Survey found that Marketers spent 9% of their budgets on websites, the most out of 14 spend categories surveyed.

You can also improve your site experience through integration between your website and other systems. According to Accenture’s “Accenture Seamless Retail Study,” 49% of consumers believe the best thing retailers can do to improve the shopping experience is to better integrate in-store, online and mobile shopping channels.

Digital Marketing Guide

If you’re ready to improve or get started with digital marketing, check out the following recommendations! 

  • Work with your team to create a marketing plan. Ensure you have long term and short term goals, and plan out tasks to do weekly, monthly, quarterly and yearly.

  • Do you have a strong, recognizable brand? If not, look into better establishing your brand or consider rebranding.

  • Can customers find your website when they search for relevant keywords online? If not, look into SEO and paid search.

  • Do you keep in touch with your customers regularly? Consider email and social media as platforms to remind your customers that you’re around.

  • Consider marketing automation to ensure you are providing certain regular updates to customers.

  • Review your current content marketing. Website copy, blog posts, and articles must be well written, direct and compelling. Do you use high quality images and video to engage your users? Does your content draw your users to your brand?

  • Use personalization to give your customers an individualized experience. Make them feel special and provide online customer service that would match your offline standards.

  • Use A/B testing to fine tune or overhaul your website.
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About Author

Rachel Bennett
Rachel joined the Americaneagle.com team four years ago and is based at our London office. Rachel is a Digital Marketer and Content Writer. She works with clients to improve SEO and UX, run email and social campaigns and more. She also writes content for a wide range of clients, including blog posts, landing pages and whitepapers. Rachel has experience working within the web industry on various content management systems. Rachel studied for her BA in English Studies at The University of Nottingham, England. She enjoys drawing and travel.

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