The term Digital Marketing encompasses a number of different online marketing strategies such as, search engine advertising, social media advertising, videos and email. Marketing online is about placing the right ads in the right places, at the right time, to capture the right customer. This blog post touches on a few different forms of digital marketing at a high level, to help give an overview of the options available.
Digital marketing spend grew 20.8% last year in NZ. This spend goes directly to advertising platforms like Google and Facebook, who offer highly targeted advertising opportunities that allow retailers to pinpoint target demographics.
There’s an entire generation online, it only makes sense that social media is becoming the go-to advertising platform for brands to reach millions of targeted customers.
A key initial step in digital marketing is defining who your audience is, where to find them and which marketing channel will be the most effective. It’s important to be specific when deciding who you’re targeting. Is your audience on social media? Do they frequent particular websites? What will they be searching on Google? Answering these kinds of questions will help determine where to advertise online to get the most out of your investment.
1. Adwords / Pay-per-click
Pay-per-click (PPC) advertising is often talked about in conjunction with Search Engine Optimisation (SEO), they’re both about your website appearing on the first page of Google’s search results. PPC allows you to advertise on search result pages for the specific keywords that your customers are searching. It’s a surefire way of ranking for a search term. PPC can render your website at the top of Google’s first page overnight. You’ll see an increase in website traffic immediately.
You’re only charged when a user has searched for your chosen keywords then clicks on your ad, which takes them to your website. You’re always in control of your ad budget – choose how much to pay per click and set a maximum daily budget.
If you’re looking for traffic fast, PPC could be exactly what you’re looking for.
2. Remarketing / Retargeting
Have you ever felt like an ad is reading your mind? Or following you around online? That’s Retargeting. You visited a certain website which has retargeting code installed. The website automatically added you to a retargeting list so they can show you ads all over the web.
Retargeting is about capturing users who have already shown an interest in your product or service; users that possibly viewed some of your products, then left without purchasing anything. Showing ads especially for these users can convince them to come back to your website and make a purchase.
Retargeting ads can focus on providing these specific users with more information, or discounts on the products they’ve already shown an interest it.
3. Social Media
Social media gives you access to an insane amount of consumers and allows you to target audiences as specifically as you like. There are 2.7 Billion active users on social media, making social media the fastest growing trend in history. If Facebook were a country, it’d be the biggest country in the world.
Paid social media marketing is used to gain website traffic and brand awareness, it’ll allow you to reach a larger and more targeted audience. Because social media platforms like Facebook know so much about their users, it allows advertisers to pinpoint their audience based on age, gender, location and interests. Giving you the ability to show your ads to only the users you know it’ll appeal to most.
4. Social Influencers
A social influencer is an individual with a huge online following, typically on Instagram or YouTube. Finding the right influencer for your brand and engaging with their audience, can expose your product to an enormous amount of potential customers and deliver real results for your business.
The most important decision of a social influencer campaign, is choosing a person that shares the same values as your brand. Most influencers are happy to work with companies looking to promote their products who also share their same values. They will usually have a contact email address in their profile, if not, try reaching out via a direct message.
Depending on the size of their following and what kind of promotion you want them to do, the pricing can range from a few hundred, to thousands of dollars. Smaller influencers may accept free products as payment.
The simplest social influencer campaign is brand exposure. An influencer can recommend your products to their following, offer unique discount codes for your website, and link back to your brand’s Instagram profile.
The Short & Sweet
“Digital Marketing” is a broad term that encompasses many forms of online marketing, the one thing a lot of them have in common, is the ability to pinpoint a target audience to advertise to.
Pay-per-click Google advertising offers a quick way to almost immediately drive traffic to your website for your chosen search terms.
Retargeting is an excellent way to bring back potential customers to your website, who’ve already shown an interest in your products or service.
Social media allows you to advertise to billions of potential customers who you can target based on their demographic. Working with a social influencers can expose your products to a massive audience, who are open to product recommendations from the people they love to follow online.
Digital marketing strategies constantly develop. As you build new audiences or objectives and collect data, you’ll be able to fine-tune your campaigns to get closer to your targets. Once a campaign is in motion, you can see if it’s too broad or too conservative and make adjustments. It’s worth analysing and revisiting your strategy often, in order to optimise your return on investment.