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What Is Digital Marketing? HELPFUL INFORMATION to Marketing in the current Digital World
In the world of business development and branding, going digital is all the buzz. So just what is digital marketing and how can we use it to grow our businesses?

Digital Marketing Defined

Digital marketing is the advertising and promotion of businesses and their brands through digital media channels. Digital media, at the moment, includes websites, social media marketing, radio, television, mobile and also types of traditionally non-digital media such as billboards and transit signs. Essentially any marketing media that is delivered electronically is considered digital marketing.

This leaves only various types of person-to-person (P2P) marketing, print advertising and direct marketing outside the digital marketing umbrella. Even then, print ads, direct mail, print directories, billboards and posters are starting to hook up to their digital counterparts. With stuff like URL landing pages, QR codes, web banner advertising, online directories and text codes, traditional marketing and advertising more often than not has a digital marketing connection.

Why the Focus on Digital Media?

The shift to digital media has been driven by marketing agencies, companies and consumers alike. The ever-increasing demand showing quantifiable results makes going digital a dream for the digital marketing agency. Most digital media, including websites, social media marketing and mobile advertising is a lot better to track than traditional marketing media such as print advertising.

For business owners, many types of digital advertising are very low priced. Having a website, engaging customers in conversations through social media marketing and e-mail marketing are low priced alternatives to print advertising and direct mail. These digital channels can be found to businesses of any size, and help to even the playing field for start-ups, small businesses and independent consultants seeking new business.

For consumers, the fast pace of life makes digital advertising a must. When consumers are in need of goods and services, gone will be the days of thumbing through a phonebook to get them. Now, we whip out our mobile devices or check out our computers for answers - and we see them fast.

Using Digital Media to Build Your Business and Brand


No matter what size your business is - large or small to mid-sized business / enterprise (SMB or SME) - you can effectively market your organization through low-cost digital channels. The foundation of your marketing efforts will be your site. Invest wisely in your website, and be sure that it does the following:Adequately represents your business and brand (appear and feel, messaging)Adequately speaks to your target audienceCan be found by searchers on top search enginesIs up-to-date and easily navigableProvides multiple channels for customer communicationConnects to other marketing efforts

It is strongly recommended that you work with a professional web design firm that is skilled in web development and search engine optimization. Because your site is the foundation to and that all the digital channels will lead, it should be considered one of your top business investments.

Once you have your website complete, the next steps is always to launch regular monthly or bi-monthly e-mail campaigns, and connect to customers via social media. When you are truly on a shoestring budget, these are efforts that can be done in-house (by someone with the proper knowledge) or for a low cost by an outside digital marketing agency. Make sure that all your efforts lead customers back again to your website where they can fully engage with your organization, products and services, and choose the channels through which they contact you.

If you're interested in getting aggressive with search marketing, you can reserve some digital marketing dollars for search engine optimization and pay-per-click advertising. Many businesses today rely heavily on being aquired online to gain new customers. A common misconception among companies is that simply having a website means that customers will see it. Not so. Your website must be constructed with specific key words and phrases, meta data, page content and linking strategies that can help it reach top search rankings.

Because many key phrases and phrases have stiff competition for top search rankings, you need to supplement your organic search engine optimization efforts with pay-per-click advertising. Getting established with pay-per-click advertising campaigns can be a little daunting, but with a little time, effort and instruction, that too could be accomplished in-house, or for a reasonable cost via an outside digital marketing agency.

Beyond e-mail, social media marketing and search engine marketing, it is possible to venture right into a host of other digital marketing efforts. Mobile advertising, radio, television, electronic billboards and much more are available as marketing outlets. Whatever digital efforts you select, they should all connect and tie into your foundation - your company website.

When you have the means, a wise investment is always to engage the services of a digital marketing agency to aid in your marketing efforts. Today, many digital agencies offer multiple levels of service to support businesses large and small.


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