Digital Marketing Vancouver
The use of the Internet and other digital media and technology to support ‘modern marketing’ has given rise to a bewildering range of labels and jargon created by both academics and professionals. It has been called digital marketing, Internet marketing, e-marketing and web marketing and these alternative terms have varied through time…
To understand the importance of digital marketing to the future of marketing in any business, it’s helpful to think about what audience interactions we need to understand and manage. Digital marketing today is about many more types of audience interaction than website or email… It involves managing and harnessing these digital resources to allow us to define the opportunities for consumers, to interact with brands and for businesses, to reach and learn from their audiences in different ways:
- Digital devices – audiences experience brands as they interact with business websites and mobile apps typically through a combination of connected devices including smartphones, tablets, desktop computers, TVs and gaming devices.
- Digital platforms – most interactions on these devices are through a browser or apps from the major platforms or services, that’s Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn.
- Digital media – different paid, owned and earned communications channels for reaching and engaging audiences including advertising, email and messaging, search engines and social networks.
- Digital data – the insight businesses collect about their audience profiles and their interactions with businesses, which now needs to be protected by law in most countries.
- Digital technology – the marketing technology or martech stack that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns.
How Do You Define Digital Marketing?
Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business’s online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a spectrum of tactics that fall under the umbrella of “digital marketing.”
Digital Marketing Tactics and Examples
The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.
A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company’s social media marketer might then help promote these blog posts through paid and organic posts on the business’s social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. We’ll talk more about these specific digital marketers in a minute.
Here’s a quick rundown of some of the most common digital marketing tactics and the channels involved in each one.
This is the process of optimizing your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include:
This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:
- Blog posts.
- Ebooks and whitepapers.
- Online brochures and lookbooks.
This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Other channels where you can use PPC include:
- Paid ads on Facebook.
- Promoted Tweets on Twitter.
- Sponsored Messages on LinkedIn.
This is a type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website. Affiliate marketing channels include:
- Hosting video ads through the YouTube Partner Program.
- Posting affiliate links from your social media accounts.
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be “native” — Facebook advertising and Instagram advertising, for example.
Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:
- Email newsletters.
- Social media post scheduling.
- Contact list updating.
- Lead-nurturing workflows.
- Campaign tracking and reporting.
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business’s website. The types of emails you might send in an email marketing campaign include:
- Blog subscription newsletters.
- Follow-up emails to website visitors who downloaded something.
- Customer welcome emails.
- Holiday promotions to loyalty program members.
- Tips or similar series emails for customer nurturing.
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space. The channels you can use to maximize your PR efforts include:
- Reporter outreach via social media.
- Engaging online reviews of your company.
- Engaging comments on your personal website or blog.
Inbound marketing refers to the “full-funnel” approach to attracting, engaging, and delighting customers using online content. You can use every digital marketing tactic listed above throughout an inbound marketing strategy.