Table of contents
What is digital marketing
Digital marketing is the set of promotion, advertising and communication strategies and tactics used by companies to achieve their business objectives (sale of products/services, but not only) through digital channels.
Digital marketing can encompass traditional marketing activities, but with a digital twist.
Key components
The spectrum of tools used in digital marketing is very broad: it ranges from websites to channels such as search engines, social media, online advertising, online videos, e-mail marketing and much more. Let’s see in more detail.
Website optimised for search engines
A company’s website is often the first point of contact with customers. It’s therefore crucial to have a well designed, easy to navigate and search engine optimised (SEO) website so that it can be easily reached.
Quality contents
Creating valuable contents serves to attract and engage as many users as possible. Content marketing creation allows you to provide useful information, solve problems and demonstrate brand expertise and authority.
Search Engine Optimization (SEO)
Search engine optimisation, known as SEO, is an equally essential component. It consists of applying a series of strategies and techniques to improve the visibility of the website on search engines, first and foremost Google.
Social marketing
Social media have quickly become a bridge between companies and their target audience; today, they serve to increase brand awareness and to promote products and services directly. Advertising campaigns on social media are characterised by being highly targeted.
E-mail marketing
E-mail marketing, better known with the acronym DEM (direct email marketing), is still one of the most effective channels to communicate with customers. Sending newsletters, promotions and special offers can increase customer engagement (especially with loyal customers) and improve sales.
Pay-per-click (PPC) advertising
PPC advertising allows companies to show relevant online ads and only pay when a user actually clicks on the ad. Google and social offer many PPC options.
Why digital marketing is important for your business
- increase the visibility and reputation of your brand online, reaching potential customers worldwide;
- create a direct and personalised relationship with your audience, offering valuable content and solutions;
- measure and monitor the performance of your campaigns, constantly optimising your strategies based on the data and feedback you receive;
- exploit the opportunities offered by new technologies and new media, such as artificial intelligence (AI), augmented reality (AR), mobile marketing and SEO video marketing;
- reduce costs (cost optimisation) and increase return on investment (ROI) compared to traditional marketing.
Digital marketing benefits
- wide range of action;
- reduced costs;
- performance measurement;
- precise targeting;
- increased interaction and involvement.
How to do digital marketing today?
- define your digital marketing goals, ensuring that they are in line with your company vision and mission;
- analyse your target market, identifying your target audience, competitors, strengths, weaknesses, opportunities and threats (SWOT analysis);
- choose the most suitable tactics and tools for your business, according to the budget, resources and skills available;
- create a detailed action plan with activities to be carried out, who is responsible, timeframes and KPIs to be monitored;
- execute your plan, following industry best practices and using original, creative and optimised content for different channels;
- evaluate the results of your advertising campaigns, analysing the data collected and comparing it with your targets;
- make the necessary changes to improve performance and return.
3 successful digital marketing examples
To inspire you in your digital marketing strategy, here are 3 successful examples of companies that have made the most of the potentials of digital.
Netflix
The streaming giant has created a content marketing strategy based on the production of high-quality, original contents, which have generated engagement and user loyalty.
In addition, Netflix uses artificial intelligence to customise recommendations and notifications according to subscribers’ tastes and preferences.
Nike
The sports brand created a social marketing strategy based on empowering and motivating its followers through campaigns such as “Just Do It” or “Dream Crazier”.
Nike also launched the Nike Training Club app, which offers personalised workouts and fitness tips for users.
Airbnb
The accommodation rental platform created a video marketing strategy based on sharing authentic and engaging host and guest stories, which showed the added value of an Airbnb experience.
The use of augmented reality, moreover, offered and still offers customers the opportunity to virtually visit available destinations and homes.
Digital marketing in pills, choose Moka Adv
Digital marketing is a constantly evolving discipline that requires creativity, flexibility and constant updating.
If you want to do digital marketing in 2023, you have to follow a clear strategy, based on precise goals, a well defined audience and the resources (economic yes, and of course human) available.
You must also know how to exploit the opportunities offered by new technologies and new media to create valuable content and innovative solutions for customers.
We hope this article has been helpful to you in understanding what digital marketing is and why it’s important if you intend to start a business.
If you need further help or would like to explore any aspect in more detail, please contact us by filling out the contact form below or by calling +390950935481.
We are at your disposal and have been working with international partners since 2008 to offer you the best personalised and professional advice you could wish for.
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