What is Digital Marketing (also know as Online Marketing/Internet Marketing)?
Well, before moving on to online marketing basics and advanced tactics, let’s first see what digital marketing is.
That way we’re on the same page before we get into step-by-step strategies.
What is Online Marketing?
Digital marketing involves selling products and services using internet channels such as social media, SEO, email and mobile apps. Usually, online marketing can be defined as any form of marketing that involves electronic devices.
This can be done both online and offline, and in fact, both types are important for a well-rounded digital marketing strategy.
Importance of Digital Marketing
Remember billboards? I will do.
As a young child in California, my experiences from the backseat of our car often revolved around: “Mom, when are we there?” and “Oh, look, McDonald’s, can we go?” Whenever I see one of those 10-foot billboards on the side of the road.
Growing up with Indian parents, the answer to both is, most of the time, “not yet.”
Sometimes, big brands even start a billboard war like this one between Audi and BMW, which got a few laughs:
In 2015, a ton of my clients spent hundreds of millions of dollars on billboards.
Unfortunately or fortunately, billboard ads are mostly dead.
Think of it this way: Google and Facebook generate more revenue than any traditional media company because they command more eyeballs. This is why digital marketing is important; Where is the focus?
Why billboards like the one above are dying, because the future of driving looks like this:
Even though driverless cars already exist, drivers still need to pay attention; In the future, as technology improves, not a single passenger will spend time looking at the road.
Do me a favor, next time you’re driving and giving a friend a ride, peek in the passenger seat.
Just a second.
Even now, they are looking at their phone.
If no one sees the road anymore, who will see those ads?
That means you don’t have much time to figure out these digital marketing things before you shut down your old-school press and close up shop.
Online Digital Marketing Summary
The 2 principal mainstays of digital marketing are online marketing and offline marketing. Since I will talk about online marketing in a separate guide, I will only mention different areas of online marketing here for the sake of completeness.
The seven main categories of digital marketing are:
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Content marketing
- Social Media Marketing (SMM)
- Pay-per-click advertising (PPC)
- Affiliate marketing
- Email marketing
Unbounce created a great infographic that compiles all types of online marketing into one neat chart.
History of Online Marketing
Although it was first popularized as a term in the early 2000s, digital marketing has actually been around for a long time.
Like, long way. About 100 years to be exact.
Here is a picture of the first online marketer (also the inventer of radio) in history:
Yes. In 1896, he was the first man to demonstrate the “general transmission of wireless signals”.
This guy invented the radio.
After his small demonstration in England, Morse signals were sent across open water.
Although it would take another 10 years for radio to reach the general public, it didn’t take long for creators to realize that they could use it to sell products.
The first live broadcast was from an opera performance at the Met, and guess what people did after that?
They bought show tickets!
A digital marketing strategy was born.
Introduction to Digital Marketing
There are four major categories of digital marketing: enhanced offline marketing, radio marketing, television marketing, and phone marketing.
Enhanced offline marketing is a form of marketing that is completely offline but enhanced with electronic devices.
For example, if your restaurant allows your customers to use iPads to create their orders, the offline experience of eating Thai food will be enhanced by this electronic device.
People have been using digital media to improve their marketing for decades (as you can see, in what ways you’ve forgotten).
Next, there is radio marketing. The next time you hear an annoying, overzealous car dealer shouting every word of his business, Mr. Thank Marconi.
Of course, we can’t forget television marketing. Television commercials have been around for over half a century (and in color nationwide since 1953; yes, there was a time before color television).
Finally, the biggest and fastest-growing area of offline marketing that has had plenty of failures, failures, and failures: phone marketing.
Let’s look at the four areas in more detail.
Enhanced Offline Marketing
What is the difference between a billboard somewhere in the desert of Arizona and a billboard in Times Square in New York City?
3 letters: LED. Light emitting diodes.
All the billboards in Times Square are electronic!
Why? Because in the desert of Arizona, no one is competing with you for people’s attention. If you have a billboard, you will win.
But in Times Square, attention may be more valuable than anywhere else in the world. More than 330,000 people pass through it every day.
If you want a distraction, there are buses, taxis, blaring advertisers, and then, of course, electronic billboards.
Some of them are interactive, showing live feeds of people in the square or pictures of customers.
Renting a billboard in Times Square for a year can cost you anywhere from $1,000,000 to $4,000,000.
What other forms does improved offline marketing take?
What can you see while you walk through an Apple Store these days?
People are leaning on iPads, MacBooks and iPhones.
If you have any electronic product, any product demo is an important part of your digital marketing strategy.
Well, the next one is good. If you remember this, consider yourself a very lucky child:
This is a demo for the original PlayStation. Many of these were provided by other games or sometimes magazines.
It was the same with PC magazines. Remember when they came out with CDs (and later DVDs) and you couldn’t wait to throw them in your disc drive and see what samples were on them?
A bit different than a demo, these are product samples in digital form.
100 years have passed since the original first live broadcast of a Met opera performance and guess what: radio is still here.
- Nearly 250 million Americans listen to the radio every month,
- People tend to listening to the radio in an average of 102 Minutes
- By 2023, radio advertising spending is projected to increase by half a billion dollars
In recent years, radio has made a smart move: having hosts read advertising sponsorships at the beginning of shows. This is where the host of the radio show uses a script written by you or them to promote your product.
To generate sponsorship, find your local radio stations with a quick Google search. Find a station whose audience reflects your company’s target demographic; Radio stations can provide you with data to help you choose the right match.
For example, if your company sells maternity products, you want to find a radio show with an average listenership of women between the ages of 24 and 40.
If you go down the traditional radio advertising route, the point is to entertain and grab the listener’s attention.
Cadillac and Dairy Queen are two brands that carry constant radio advertising.
Television marketing is a Goliath that will never go away. This is the industry that burns the most money every year.
Some quick facts about TV marking:
- The average American watches about 4 hours of TV every day, but that includes shows that are streamed
- Only 2/3 still subscribe to cable
- 78% subscribe to multiple streaming services
Although cable TV advertising is difficult to target the right audience, has a low ROI compared to other types of digital advertising, and generally seems irrelevant in the digital age, one form of TV advertising can still be worth it; But it will cost you.
Remember how I mentioned that renting a billboard in Times Square for a year would net you a million or more?
A 60-second ad aired during the Super Bowl cost $5.6 million.
Thanks to their cross-pollination effect, often viral and memorable ads still pay for themselves.
About 10% of all TV commercial-related shares on social media come from Super Bowl ads. So 8% of views on YouTube go to TV commercial videos.
If your commercial gets blacklisted (commercials the network decides won’t be shown on TV), the viral effect is usually similar to the famous Carl’s Jr. ad that couldn’t be shown at the 2015 Superbowl.
Moreover, these ads become online assets, generating millions of YouTube views over time.
Unfortunately, the hype of Super Bowl commercials may be a remnant of a fading era of success.
With every 10th person in the U.S. having a Netflix account and more to come, the $200 billion the companies spend annually on TV ads worldwide still isn’t fair.
TV, as we know it, is going to die and give way to the personalized experiences we’re already used to.
So, if you are planning to do offline digital marketing, I suggest you focus your time and money on the future marketing platform or channel.
What is digital marketing?
Digital marketing is advertising delivered through digital channels. Plateforms such as social media, mobile apps, email, web apps, search engines, websites or any new digital channel.
What's the future of digital marketing?
The offline and online worlds are colliding. Traditional appliances like fridges, ovens and billboards will all be modernized to use digital media.
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