Digital Marketing (or “digital marketing”) is the communication employing digital technologies, mostly via the Internet. It serves to build brand awareness, lead generation, conversion, customer loyalty, and upselling and aims to increase engagement between target group and brand. Digital marketing is also called data-driven marketing because it is based on data sets and uses the analysis of customer data to optimize communication strategies.
What Is The Difference Between Digital Marketing And Online Marketing?
Digital marketing is the targeted, now increasingly personalized, communication with (potential) customers via electronic devices using digital signals. The advantage of digital technology lies in the measurability of all measures: the user signals enable the digital marketing manager to measure success to optimize marketing. The content is often played via digital applications, such as websites, apps, e-mails, or social media platforms. Online marketing is a sub-form of digital marketing
– Digital communication does not necessarily have to be connected to the web. Digital marketing can also take place offline – for example via display advertising in public places. In a narrower sense, digital marketing only describes communication via digital technology, the signals of which are based on the binary system – regardless of the source and medium via which the content is played.
Digital Marketing: Measures And Strategies
Digital marketing consists of many different instruments, each with different goals. The individual options interlock as parts of a larger strategy and often influence one another. A digital marketing strategy is usually designed to interlink various measures to create interfaces and enable multiplication effects. A successful campaign across multiple media with a consistent message and strong recognition value is called integrated communication.
At the same time, it must be ensured that the content and format correspond to the needs, requirements, and expectations of the user concerning the respective medium. The goal should always be that digital marketing complements the needs of the user during his customer journey and at the same time does justice to the formal nature of the various touchpoints.
Content marketing is not limited to the digital space but is of central importance in the communication between a company and its target groups. Content marketing is happening increasingly and mainly digitally. Besides, digital marketing has been significantly shaped by the strategic approach of content marketing. At the same time, content-driven digital marketing combines further disciplines with other strategic weightings, which, however, all create the desired multiplication effects when interacting.
Digital marketing lives from content. Content marketing means addressing the target group in a needs-oriented manner through added value in terms of content. It is published on relevant communication channels without asking for anything in return from the recipient.
The content must be non-binding and free of charge so that the target group can get involved. The more relevant and valuable the content for the user, the more they interact with them and the more likely it is that they will make a purchase decision. However, the added value can only develop its full potential for the user if it actually meets the needs and is psychologically aimed at him. It must be perceptible and communicated where the user is looking for answers.
Social networks offer digital marketing particularly interesting opportunities to reach the target group. Here the users segment themselves through the settings in their account. The psychological dynamics in social media also lives from the targeted positioning of the user in social space through selective reception and interaction.
Whether through likes, shares, or comments – with content the user reinforces his self-concept. Accordingly, communication in social media tends to be emotionalized. In the social media context, users are expected to find content that inspires, amazes, or entertains them. The address must take place on an emotional level.
Digital marketing here means an effective approach. At the same time, companies can benefit from the large data sets, which the individual platforms have collected from their users to target advertisements in a targeted and efficient manner to the relevant target group.
Public relations is a rather classic instrument for communicating with target groups but has leaped digital marketing through online PR. PR in digital marketing is not only there to put a company in a positive light, it is primarily aimed at more visibility on the Internet. The presence that a company has on the Internet pays off for digital marketing if it is also perceived as transparency – provided that all stakeholders are picked up in the digital space with the respective relevant content.
Skillful online PR helps digital marketing, the corporate brand trust, the authority, and the reputation of the target groups to be strengthened.
Digital marketing doesn’t work without search engine optimization. SEO is a good example of the interdependencies of the individual measures in digital marketing: SEO, content marketing and seeding are mutually dependent.
The Google search engine is the number 1 touchpoint for every target group, but if you want to be at the forefront of the search results pages for the relevant keywords, you have to create high-quality content primarily for the user. If the content and the user signals in the interaction with the content are positive, the machine will also classify the content as relevant and give it a good ranking. Added to this is the number and quality of the backlinks that a piece of content receives. What is meant are the links that lead from a website to your domain. If pages with a certain authority in the subject area link their domain, the backlink is particularly valuable. Link building is a central lever in digital marketing, which is made possible primarily through seeding.
Seeding is the strategic content distribution without which digital marketing would not work. Using seeding, content is strategically distributed and placed to increase the relevant reach and generate viral effects. On the other hand, seeding should support organic link building and gain valuable backlinks for owned media platforms. There are various strategic approaches, the application of which depends on the seeding goal pursued.
Link baits in digital marketing are content that has been designed to appear as relevant as possible to editors of other media so that they can publish the content in their media and set a link to the company’s owned media platform there. When creating link baits, the content creators must be aware of which media are relevant for the target group and where the intersection between customer needs, the content orientation of the media, and their brand core lies. If all interests and requirements are taken into account, link bait can achieve the desired effects.
Branded Content Seeding
With branded content seeding, content is distributed that is closely linked to a brand without the brand being in the foreground. The content represents a high added value for the target group and deals with user-related questions. This can be content on the areas of work, relationships, finances, or hobbies – anything that seems relevant to the target group and builds a bridge to the brand essence of the company.
The formats can vary: whether e-books, white papers, infographics, videos, or online competition – the medium in which the content is to be published determines the format
Viral campaigns enrich every digital marketing with organic multiplication effects, which, however, must first be initiated through cooperation. Prerequisites for virality are certain attributes of the content so that the individual user feels inspired to share the content with his circle of friends: The content can inspire through storytelling (for example in the form of a video), be humorous (for example funny visuals about current events) or polarize (for example through statements, open letters, scandal reports).
The content must be proactively shared in the right place – until the dissemination develops momentum and results in a snowball effect. Working with influencers who already have an established community behind them is particularly suitable for this.
The video format dictates the seeding process. The distribution takes place organically, through cooperation with multipliers and the placement of video ads. The individual measures are not options but complement one another. On the one hand, editors from other media have to be approached to initiate cooperation. On the other hand, the cooperation with content-relevant multipliers enables a push for reach.
The emotional bond between the community and the multipliers significantly enhances the video content from the perspective of the target group. The placement of the video ads is complimentary, but still necessary because it enables an initial reach with a target group specifically defined on the social media platform and also builds attention and awareness of the brand during the seeding campaign.