What is Digital Marketing?
Digital marketing is based on the use of electronic devices, although the term is often used interchangeably with “online marketing.” But even pure offline marketing with the help of computer programs would be strictly speaking digital marketing.
Digital Marketing in the online era
Since the early 2000s, digital marketing has almost inevitably been part of the Internet, and since 2010 also the mobile network. Platforms and technologies used are websites, apps, emails, and social networks. But traditional marketing has not disappeared, with most companies combining online and offline efforts.
Digital marketing itself also combines many traditional methods with digital technologies. It comes from the cross-section between marketing and digital technology, so it needs knowledge and processes from both worlds – classic marketing and the web-based digital world. New concepts in digital marketing include a blog or social media marketing.
This highly effective medium helps companies create new customer relationships with more depth and relevance than before.
Communication with customers has become much more directly through social networks, and the results of marketing efforts can be measured much better. As in traditional marketing, the goals are the acquisition of new customers and the retention of existing customers.
Strategies for businesses using Digital Marketing
There are different strategies to exploit the full potential of digital marketing. These include the following items:
- Segmentation of customer groups
- Omni-channel management for Social CRM in real-time and cross-channel
- Content marketing with SEO-oriented and customer-centric themes
- Cross-media communication through push and pull technologies (for example, email campaigns with links and banners)
- Influencer marketing as a concept for digital targeting
- Online Behavioral Advertising, i.e., the adaptation of advertising to customer needs (also by retargeting)
- Collaborative environment, i.e., the exploitation of a collaborative environment between the company and those interested in the products, which makes better use of resources (for example through self-service communities)
The Benefits of Digital Marketing
Properly applied, the benefits of digital marketing for businesses are very high, but they must create “digital” brands with a digital identity.
On the other hand, it is crucial to exploit diversity, because the competition will try as well. Furthermore, innovations must be promoted quickly. An online year lasts three months because by then a lot can have changed.
Companies without sufficient innovation in customer relationship management (CRM) quickly lose reach and relevance.
Finally, because of the relatively low cost involved, digital marketing methods are tempting to do too much of a good thing, so too many poorly optimized contents are sent to recipients of marketing messages.
What is Social Media Marketing (SMM)?
The use of social media marketing can help businesses deepen their reach with more customers. Your customers interact with brands via social networks, so with a good strategy on social networks and a good presence on the web is the key to attracting their interest.
If implemented correctly, social media marketing can bring great success to your business.
Uses of Social Media Marketing
Social Media Marketing is a path of digital marketing that uses social networks as a tool for promotion of products and services. The goal of SMM is to produce content that users will share on their social media account and help a company increase the visibility of its offerings and expand its reach.
Social media marketing can be used in many ways, but one should always define a strategy and, above all set clear goals. Explaining all possibilities would fill a book, so here we scratch the most important uses.
- Image cultivation – Participating in social networks is often enough to transport a message about the brand to the customer.
- Brand strengthening – Social media marketing enables a company to make its own products and services more familiar to consumers with targeted campaigns. Often, a funny video is sufficient, which becomes viral and raises the level of awareness of a brand almost overnight.
- Search engine optimization – Social media marketing can also be used to improve the results in the index of search engines. Social signals have long been included in the evaluation of search engines. If one uses SMM for this purpose, one speaks of social SEO, thus the connection of social media marketing and classical search engine optimization.
- Selling products – Social commerce, i.e., selling products directly through social channels without a website, is still in its infancy for most companies, but in the future, this way of selling will undoubtedly play an increasingly important role.
- Human Resource Management – Many large companies are already recruiting their employees via social networks, as it is very easy to search specifically for suitable candidates in sites such as LinkedIn.
- Product Development – Let your customers decide on the design of the new products is the new mantra. Social media gives you direct access to existing and potential customers. Include them in the decision-making process. This brings a considerable advantage over the competition especially in the long-term customer loyalty by means of this kind of social media marketing one can generate real fans.
- Support – Many well-known companies have already moved the complete customer support service on social media channels. Here, above all, the point of cost reduction is essential. With social media marketing, you can also reduce expenses, such as for a support hotline.
Using social media marketing correctly, companies can bring lasting success, and in some cases deliver unexpected sales figures.
What are the differences between digital marketing and social media marketing?
It can be clearly understood from the preceding discussion that social media marketing is a subset of digital marketing.
Social media is only one of the several available channels of digital marketing which also includes search engine optimization or SEO, search engine marketing or SEM, pay per click advertising or PPC, email marketing, banners, television etc.
Digital marketing transcends the internet and also includes methods such as SMS marketing. Social media marketing is however limited to the world of the web.
The key difference between social media marketing and digital marketing lies in the fact that the former is only one of the forms of digital marketing.
Which one has greater importance?
Digital marketing is more about expanding on classic marketing techniques. It is suitable for getting the word out about a new product or service.
Social media marketing, on the other hand, is all about building a closer relationship with a community and making them into brand ambassadors.
When the members of the community share the posts with their friends and followers, they magnify the reach by many multiples.
Further social media provides a possibility of two-way communication. This allows the business to receive feedback in real time about its products and promotions and find out quickly what is useful.
Social media marketing has to be well integrated into digital marketing strategy which itself has to be a part of the overall marketing vision of the business.
The reach of social media is very high. There are about 4 billion users of social media at this moment. It has emerged as the most prominent part of digital marketing, but it is not a distinct strategy on its own.
On the whole, both rely on the creation and sharing of content though in varying ways. The life cycle of any social media campaign is very short and probably no more than a month.
It has to be updated constantly, and the mood of the community be accurately gauged at all times for optimal effect.
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