Digital marketing works for every business and every industry, but there is no one-size-fits-all approach. Different companies need to use different digital tactics to achieve their goals. The best tactics depend on several factors, such as the size of your marketing team, budget, target audience, and business goals. Small to medium sized businesses (SMBs) can develop organic SEO strategies, social media strategies, email marketing campaigns and blog calendars as these tactics require little to no investment. Larger companies usually expand into paid programs to meet broader business goals. These tactics include publishing digital assets, producing webinars/webcasts, focusing on account-based marketing (ABM), and investing in paid media or PPC marketing, among others.
Digital marketing versus digital media
Digital marketing is a set of activities or tactics. Digital media encompasses a range of forms, formats and platforms, including:
- SMS to mms
- In-app notifications and push notifications
- Social media (Instagram, TikTok, LinkedIn, Facebook, Snapchat, Twitter, Pinterest)
- Audio (Spotify, Pandora, Apple Music)
- Digital advertising (banner ads, pop-up ads)
- Video (YouTube, Netflix, Hulu)
Digital marketers use digital media to connect with customers. In other words, digital marketing is the strategy and digital media is the means.
Digital Marketing vs Internet Marketing
Digital marketing and internet marketing are slightly different although there is some overlap between these two terms. Digital marketing refers to a range of activities and tactics using a variety of digital media channels. Internet marketing is a subgroup of digital marketing; internet is needed to connect with leads. All forms of internet marketing are digital marketing, but not all forms of digital marketing are internet marketing. For example, TV ads, digital billboards, radio ads, and text messages fall under digital marketing, but not internet marketing.
Digitale marketing versus inbound marketing
Compared to digital marketing, inbound marketing is more of a cohesive strategy consisting of a number of digital marketing tactics used to direct potential customers to the content or digital asset being offered. Inbound marketing is heavily metric driven, with an emphasis on winning customers and then pushing them into the sales funnel, ultimately driving marketing qualified leads (MQLs) and conversions.
Benefits of digital marketing
Digital marketing tactics enable direct communication between companies and their customers as these customers go through their unique purchase journey. Digital marketing helps innovative marketers deliver the right content and offers at the right time, on the channels where customers spend the most time. Digital marketing KPIs provide marketers with insight into which strategies have worked and how well they have worked, enabling them to make continuous improvements, increase customer engagement, and improve marketing ROI.
When digital marketing is done right, both customers and businesses benefit. When content and offerings are appropriately tailored to each individual, customers experience that your brand understands their needs and that you can provide them with a valuable service or product. This ultimately builds their trust, turning them into loyal advocates for your brand. Digital marketing also offers many advantages for companies. Some of these are:
Digitale marketing: B2B versus B2C
The ultimate goal of digital marketing is to encourage a customer or buyer to make a purchase. Digital marketing enables both B2B and B2C marketing teams to reach a wider audience than more traditional marketing tactics. They can also target more relevant potential customers, boosting marketing ROI.
The primary goal of B2B digital marketing is to drive high-quality leads to B2B sales teams, ensuring higher conversion rates. B2B purchase cycles are often long because the products/services are more complex, more expensive and more people are involved. For example, a given product may be sold in different industries or verticals, and each account has different stakeholders, often operating across multiple channels. A lot of coordination is needed between the different business units. Channels commonly used by B2B digital marketing teams are business-focused, such as email, webcasts, video, LinkedIn, and Twitter. Learn more about digital B2B marketing
The primary goal of B2C digital marketing is to help customers and potential customers discover and engage with your brand by increasing traffic on your website and making your content more visible. B2C digital marketing teams make the most of consumer-facing channels so that B2C buyers are more likely to discover and engage with your brand.
The future of digital marketing
It all started with mobile phones, which have had a huge impact on digital marketing. Consumer behavior has evolved with the times. Customers now expect more from their brands and every micro-moment counts. What exactly is a micro moment? This means that a consumer interacts with a brand at the touch of a button and in real time. The challenge for digital marketers now is to provide people with relevant marketing messages in those micro-moments that add to, rather than disrupt, their lives.
Customers today expect a unique, connected and seamless experience across all channels and instant gratification. You only have a micro moment to grab and hold their attention with a strong message and a pleasant, engaging experience. If not, they move on to the next offer. As a result, the old marketing methods have become obsolete. Modern marketers should take a mobile-first approach to their global audience. It is important to keep in mind that customers: all want to be treated uniquely. being in control. They determine when, where and how they communicate with your brand.
They want a smooth experience and want to be able to start a conversation on any channel, seamlessly transitioning to another channel if they choose. want to be helped as quickly as possible and also want to make as little effort as possible. The differences between B2C and B2B are disappearing. The great experiences people have had with B2C make them expect the same from B2B, but in fact, marketing is always people-centric, whether it’s B2B or B2C. You could say it’s B2ME now.
This seems like something from the future, but the future is now. It takes place right in front of everyone’s eyes. You can’t afford to be left behind. In fact, you better be one step ahead of the competition. But what steps can a smart and savvy digital marketer take? Develop a data-first mindset. With more data flexibility and better use of the data you have,
You can better understand customers and anticipate their needs without wasting a second of their time. Make maximum use of automation and information. Marketing automation is needed to capture a huge amount of data and help customers in real time. Treat each customer in a unique, different and right way.
Merge the information you derive from micro-moments to get a more complete picture of your customer. This is how you create a connected experience. Embrace the flexibility of omnichannel. Be ready to engage with customers on any channel in real time, and don’t lose track of them as they move between channels.