What is Digital Marketing? Everything You Need to Win

Jonas Sickler SEO Manager
Key Points
  • The businesses that are thriving today are the ones that are effective at attracting, engaging, converting, and retaining their customers online.
  • Digital marketing is effective at generating awareness, traffic, leads, positive brand perception, and revenue.
  • Digital marketing includes many types of marketing, from SEO to content marketing, paid search, display advertising, native advertising, email, video, affiliate marketing, and more.
7 billion

Google receives over 7 billion searches per day

4 out of 5

Four out of five LinkedIn members are decisions makers at their companies

89%

89% of video marketers reported that video gives them a positive ROI

Throughout the COVID-19 pandemic, stock market investors have experienced a very bumpy ride. Through it all, though, digital marketing leaders have been crushing it.

Ecommerce giants Amazon and Shopify are reigning supreme with accelerated growth. Zoom, Microsoft, Apple, and Salesforce? They are dominating with strong growth. Many investors agree that over the long term, digital leaders are one of the safest plays around.

That explains why profitable non-tech retail companies all have one thing in common: a massive emphasis on digital marketing. From Target, Lowe’s, Lululemon, and Peloton to FringeSport, many businesses remain on a bullish trajectory as the economy overall collapses across various sectors. They do this while managing to cut through the noise on the internet with meaningful, memorable digital marketing initiatives.

Those who are thriving today are giving the rest of the economy a masterclass in digital marketing. These businesses are the most effective at attracting, engaging, converting, and retaining their customers online.

Superior digital marketing is not just something to propel companies through uncertain times. It’s now essential for any company that wants to thrive into the future. In this digital marketing guide we’ll cover everything you need to know as well as how to be highly successful at it.

WHAT IS DIGITAL MARKETING

what is digital marketing - abstract graphic to show connections

Given the breadth of the topic, let’s define digital marketing. This definition is simple to grasp yet broad enough to work:

Digital marketing is a specific branch of marketing that leverages the internet as well as electronic devices such as smartphones or desktop computers to promote products and services. This includes:

  • SEO
  • PPC / Google Adwords
  • Online PR
  • Content marketing
  • Video marketing
  • Social media
  • Retargeting
  • Display ads
  • Native ads
  • Search engine marketing (SEM)
  • Email marketing
  • Conversational marketing
  • Influencer marketing
  • Mobile apps
  • Geotargeting
  • Affiliate marketing
  • Websites
  • Conversion optimization
  • Podcast sponsorships

While this list captures many digital vehicles, it’s not exhaustive. The list is always expanding as individuals develop novel preferences and businesses increasingly turn to digital avenues to connect and engage with them.

By contrast, the number of viable non-digital strategies is shrinking. These include:

  • Trade shows
  • Live events
  • Direct mail
  • Print ads
  • TV commercials
  • Radio ads
  • Billboards
  • Cold-calling

Certain tactics that used to sit squarely offline, though, have become more difficult to categorize. How might we categorize TV commercials today? Would our answer change if the majority of our audience discovered the commercial on YouTube or through social media? What if they shared it online with others, who then blogged or Tweeted about it? Or, what If the ad mostly ran on streaming programs?

This ain’t your grandma’s TV, and so there’s even a bit of digital strategy with many offline marketing tactics nowadays.

B2C DIGITAL MARKETING OVERVIEW

B2C digital marketing

The dynamic world of today’s consumer keeps business-to-consumer (B2C) marketing departments on their toes. Consumers are quick to adopt the latest social media platform, the latest trends, the latest memes, and the latest devices.

Consumers tend to love what’s new. At the same time, many continue using what they’ve used in the past. This is why today you’ll find some individuals on TikTok while others are on YouTube, Instagram, Facebook, and Twitter. There’s a fracturing of different platforms rather than a consolidation.

They are voracious consumers of content. And that content comes in all shapes and sizes, whether blogs, lookbooks, YouTube videos, infographics, podcasts, or Instagram photos. If you want to connect with consumers, content is your surest bet.

Demographics can also play a role in how you might connect with your audience through digital marketing. Gen Z and Millennials grew up digitally. So, they expect just about everything to be available online and accessible on their mobile devices. That’s where they consume their news. It’s where they discover brands. To these generations, online is simply a way of life.

Older generations, no matter the age, are growing increasingly digital, as well. The current pandemic has only accelerated this evolution to a digital world.

This is why online advertising is now bigger than print and TV advertising, respectively. It’s also why mobile advertising is now bigger than TV advertising. And it’s why there are more than 7 billion searches in Google every single day.

B2B DIGITAL MARKETING OVERVIEW

b2b digital marketing

There’s still a persistent (albeit fading) stereotype that business-to-business (B2B) companies lag behind when it comes to digital marketing. While that may have been true in the past, it couldn’t be further from the truth today.

B2B marketing professionals are now highly attuned to their audience’s preferences. That includes a lot of content and email, online events including webinars and virtual conferences, a good deal of LinkedIn, and a smattering of other social platforms as part of an overarching B2B content marketing effort.

And digital marketing delivers real returns for B2B brands. According to Chief Marketer’s “2020 B2B Marketing Outlook Survey”, email, B2B SEO, and content marketing were the top-rated channels for lead generation ROI.

If you want to generate awareness and traffic then you need a digital marketing playbook. The lead generation and nurturing process that’s fundamental to B2B success has largely moved online. You’ll need to produce content that addresses audience needs throughout the funnel. Grow and nurture interest through email marketing. And get featured in industry resources.

B2B digital marketing is a full-funnel strategy designed to capture and amplify interest throughout their journey.

DIGITAL MARKETING 101: FUNDAMENTALS

Next, I’ll explain some digital marketing basics so you know exactly what outcomes your program should drive.

Expand awareness (top of the funnel)

Customers are more likely to convert when they’re familiar with your brand. Therefore, building reach and awareness is critical to filling the top of the conversion funnel.

When you’re a major brand, you’re often already on the radar. So, awareness building is about introducing yourself to your audience in new ways or otherwise staying top of mind. When people are looking for solutions, how can you connect yourself to that solution? How can you inform people, make them laugh, move them, or answer their questions, etc.?

SEO is one of the most cost-effective ways to generate awareness at scale. When someone has a question or is seeking a solution, what do they do? They turn to Google. As mentioned, with more than seven billion daily queries, organic search is the place to be for awareness building.

Paid media is another way to get in front of new audiences. However, it’s usually an expensive proposition for the top of the funnel because it typically doesn’t convert right away. Therefore, it reduces the return on ad spend (ROAS) of a brand’s advertising campaigns. Also, once you turn off the spigot of cash, the well runs dry. Completely dry. For these reasons, organic marketing tends to outperform paid digital media marketing at the top of the funnel.

Awareness is about not only getting on their radar, but also staying there and being top of mind. Find out more in our post, “What the Heck is ToFu, MoFu and BoFu?

87%

87% of video marketers say video has increased traffic to their website

#1

Search is the #1 traffic source to websites across all industries

1000%

SEO drives 1000%+ more traffic than organic social media

Driving website traffic

When people are on your website, you have the home court advantage. You control the experience and every message the user receives. In other words, you have the ability to showcase your brand to the fullest. Merchandising your products on Amazon or selling on Instagram might be an important part of your omnichannel strategy. But, only on your own website are you fully free from being overshadowed by another brand.

Because of this, many digital marketing strategies are driven by the primary or indirect goal of getting visitors back to the home base. Impressions matter, but clicks are king.

Digital channels like SEO, content marketing, digital advertising, PR, affiliate marketing, and more were all tailor-made to capture the interest of curious visitors and send them knocking at your website’s digital door. Add retargeting to your digital marketing mix, and you’ll cost-effectively increase traffic from those who have already expressed an interest, visited your site, yet did not convert for whatever reason.

With digital marketing, driving website traffic is absolutely critical. It’s the start of all the good things that impact your bottom line.

Generating leads

Once you’ve generated brand awareness and traffic, another major role of digital marketing is lead generation. Digital marketing is perfectly set up for effective B2B lead generation because you can track so much data and user activity.

Salesforce stat of marketing report

Salesforce is an excellent example. They continually launch new digital campaigns in order to acquire new leads. For instance, each year Salesforce publishes the State of Marketing. High quality research like this becomes its own marketing flywheel. Salesforce promotes the report through its landing page, blog, email, and social networks. What’s more, 80 other websites link to the 2020 version, while 225+ link to the 2019 version.

The State of Marketing report not your cup of tea?

No worries, Salesforce is a resource-generating machine. Other titles they’ve recently produced include:

  • “State of the Connected Customer”
  • “Enterprise Technology Trends”
  • “Discover the Secrets to CRM Success”
  • “Nonprofit Trends Report”
  • “Mastering the Consumer Experience”
  • “Digital Advertising 2020”
  • “Trends in Financial Services Marketing”

These are merely the research reports that Salesforce uses in its digital marketing to drive leads. Salesforce also has a trove of digital resources as part of its Salesforce Live series, where the brand promotes learning from “Trailblazers” and business leaders. In addition, they use a library of “playbooks” (e.g., “The Customer 360 Playbook”), a blog with various types of CTAs throughout, and on-demand broadcasts to capture even more leads.

As Salesforce demonstrates, digital marketing and lead generation just go together like peanut butter and jelly.

69%

69% of executives believe SEO considerably impacts brand perception

45%

45% of brands think reducing unfavorable search results would improve brand awareness

25%

25% of a company’s market value is directly attributable to its reputation

Influencing brand perception

One of the most important digital marketing concepts to master is its ability to shape brand perception. That’s massive, because brand sentiment directly influences whether customers will even consider purchasing from you in the first place.

For example, in a Terakeet commissioned study by Forrester Consulting titled “The New SEO Paradigm Shift: How Integrated SEO Can Unlock New Areas Of Value For The Brand — Beyond Just Incremental Sales,” it was found among 266 SEO decision-makers that nearly 70% of executives associate SEO with having considerable impact on improving the perception of their brand.

Along those lines, Terakeet’s reputation management initiatives helped a national furniture retailer recover $32.7 million per month in lost revenue due to online reputation issues. Brand perception matters!

Brand reputation directly influences the purchase decision, and therefore should be factored into your digital marketing decisions.

Are You Thinking Too Small?Executives Are Underutilizing SEO, Missing the Opportunity to Power Everything from Positive Brand Perception to Greater Sales.Download the Study

Increasing revenue

The pay-off of reaching new prospective leads or customers, deepening relationships with existing customers, and influencing brand perception is large.

The bottom line, though, is revenue.

Digital marketing drives revenue growth directly, from building the top of the funnel through nurturing them to the bottom of the funnel and everything in between. Among all marketing options, it’s the most flexible, enabling companies to vary tactics, formats, and messaging as needed. That adaptability is exactly why digital marketing is crucial for driving long-term business success.

For example, Terakeet helped an online bank increase monthly organic account enrollments by 553% through SEO within 19 months. Sure, we also increased monthly organic search traffic by close to 700K during that time, but what matters most to the business is revenue. And the more accounts they secure, the higher their revenue.

One of the greatest benefits of digital marketing is its ability to drive revenue, and so it’s critical to invest sufficient resources and energy into your digital marketing in order to ensure future growth.

DIFFERENT TYPES OF DIGITAL MARKETING

The following is a round-up of some of the most popular areas of digital marketing for your brand.

20X

Organic search generates 20X more traffic than PPC.

68%

68% of online experiences begin with a search engine

57%

The first 5 organic results in Google get 57% of the clicks

Search engine optimization (SEO)

From technical optimization to content optimization to off-page SEO, the expansive set of tactics in the SEO toolkit is designed to help businesses capture non-paid search traffic from a relevant, interested audience.

What makes SEO special is that it’s the digital marketing vehicle with the deepest insight into the mind of your audience. With SEO, you uncover what they are thinking about and how to connect with them on the topics that matter. It’s the keystone of your digital marketing process that amplifies and unifies all of your marketing and digital channels.

Beyond that, it’s hard to beat the ROI of SEO at about 25 cents on the dollar.

Terakeet’s SEO partnership with a home furnishings brand remains a critical driver of the company’s exponential growth. They transformed from a small marketing team with a single-page website to a booming company valued at more than one billion dollars. In helping to fuel the brand’s growth, Terakeet increased monthly organic traffic by 340,000 within two years.

340,000

Terakeet drove a 340,000 increase in monthly organic traffic for a home furnishings brand

Today, SEO is more central to any business’ performance. CEOs frequently discuss their SEO strategy during quarterly earnings calls, and they understand how organic search impacts the business overall. For example, Cars.com often points to their domination of the search engine results pages (SERPs) as a reason for increased leads and financial results when talking with investors.

67%

67% of marketers believe SEO is the best way to improve content performance

45%

The top 3 positions in Google are 45% longer than the content in position 20

73%

73% of B2B buyers consume 3 -7 pieces of content before speaking with sales

Content marketing

Content marketing is both independent from and intrinsically connected to SEO. A great content strategy as part of your digital marketing efforts has huge organic payoff. So, comprehensive SEO strategies always include a heavy focus on content creation.

But, an overarching content marketing strategy is about more than organic search rankings and organic traffic; it’s about:

  • Connecting with your audience
  • Delivering a captivating experience
  • Projecting your brand personality
  • Driving engagement
  • Influencing perception
  • Increasing online sharing, and
  • Generating conversions

This is why Terakeet publishes a long-form blog consistently, helping our audience solve issues with lead gen & customer acquisition, ecommerce product sales, and reputation management through SEO. In each blog post, we link to related content, whether other blog posts, case studies, white papers, or research studies.

Terakeet expert guides

On top of this, we host an SEO Knowledge Hub that, beyond blogging, is filled with expert guides and articles we’ve written on third party sites. In addition, we publish SEO white papers such as “Achieving Smarter & Scalable Enterprise SEO”, and we commission studies to understand high-level business impacts and significant market shifts.

Other examples of content in digital marketing

Ours is just one example of how to integrate content in your digital marketing activities. Content can take many different forms, though. Consider that:

  • Appcues offers a personalized product launch planner
  • Progressive publishes an “Answers” portal
  • HubSpot offers a persona builder
  • Glossier has reams and reams of user-generated content
  • Schwab broadcasts three different podcasts
  • Etrade hosts an educational library

Your options for captivating content are nearly limitless. Dive into topics or tools your audience is passionate about, and your content will be a valuable component of your digital marketing.

Compelling Content That Gets ResultsLearn How Terakeet Transforms Your Content to Generate Greater Marketing Results.Let’s Talk

PR

Love him or hate him, marketing rebel Elon Musk knows how to pull off a great PR stunt. A few years ago, Musk famously used the SpaceX rocket Falcon Heavy to send a Tesla car into space.

While the Tesla brand benefited from the visibility, the goal of the campaign was to demonstrate the power of Falcon Heavy. It’s difficult for rockets to launch heavy satellites and other objects into orbit. Falcon Heavy, the most powerful rocket on earth, could do this with ease – and it proved that with a two-ton car.

Photo Source: SpaceX

Humans are social creatures who largely rely on the opinions of friends and trusted influencers to make decisions. Robert Cialdini, in his bestselling book “Influence: The Psychology of Persuasion”, highlights social proof as one of the most powerful influencers of human behavior.

PR strategies leverage this truth by using external resources (and their influence) to tell the story of the brand. It’s not just a question of getting people talking; it’s a matter of getting the right people talking in the right ways as part of your overall digital marketing efforts. That can be as simple as securing product reviews from influential bloggers or as grandiose as sending a car into outer space. 

Social media marketing

130 Million

Over 130 million users engage with shopping posts monthly on social media

2X

LinkedIn users have 2X the buying power of the average web audience

200 Million

200 million Instagram users visit a business profile daily

B2C social media

Social media, both organic and paid, is a wildly popular form of real-time digital marketing. Anyone who second guesses this need look no further than the MoonPie Twitter feed.

moonpie twitter 1
MoonPie tweet 2
moonpie tweet 3

All kidding aside, social media is useful for communicating and building a relationship with an existing audience. Look at the meteoric rise of the brand Glossier, with 2.8 million Instagram followers. The brand treats every woman as an influencer, helping to spread the word socially in a compound fashion and generate a mountain of user generated content.

Social media is not something that’s typically effective as you progress down the funnel. Even so, it has its place in an overarching digital marketing strategy, especially with consumer brands.

B2B social media

However, don’t think that social media is strictly for B2C either. Brands like GE have done a good job of showing the world that you can never be too industrial for social marketing.

When you think of GE, you might think of a boring industrial company. But what GE really wants you to start thinking about is how cool its technology is (and how cool working at GE is, by extension), even among its highly industrial businesses such as wind turbines, jet engines, and sustainable transport.

#GEInstaWalk

So the company launched an Instagram content marketing campaign featuring stunning images and video of cutting-edge aviation testing centers and other industrial facilities. GE would tour these factories and bring Instagrammers and GE super fans along, having them take pictures and post them online using the hashtag #GEInstawalk. The campaign was meant to bring their fans behind the scenes to the most innovative facilities around the world, highlighting GE equipment and technology in unexpected ways.

For a time, GE also hosted a related website where it showcased the images resulting from the campaign while promoting upcoming #GEInstawalk events.

The initial tour covered 7,000 acres of “beautiful machines”. In the first 48 hours alone, the hashtag #GEInstawalk received over 200,000 engagements. In the early phases of the campaign, each tour reached an audience of 3.3 million.

84%

84% of people say that watching a brand’s video convinced them to buy a product or service

10X

Tweets with video get 10X more engagement

93%

93% of Twitter video views happen on mobile

Video marketing

If I was writing this post on February 13, 2005, then video would not have been included. However, the following day, YouTube was born, and digital marketing has never been the same.

Well-crafted, optimized video content adds an experiential element to digital marketing that is hard to match with other marketing formats. Video is effective at evoking an emotional response from an audience, and at creating memories and higher recall.

One of the all-time masters at video marketing is Nike. Watch the following “You Can’t Stop Us” video, and just try not to feel the energy swell up inside you:

Videos can also be great at showing an audience how to do something or how to solve a problem, as evidenced by this Lowe’s video about sharpening garden tools:

Or they can provide insight and advice related to current events, as this Vanguard video shows:

Or videos can bring a social message where a brand takes a stand, as Google does in this powerful video about racial injustice:

Paid search (PPC)

Many businesses invest in paid search (pay-per-click advertising) as a reliable revenue channel (for as long as they pay for it). Given its reputation for faster results, PPC is also great for short-term campaigns, new product releases, testing audience interest in potential future products, and jump-starting traffic.

Once a profitable return on ad spend (ROAS) is achieved, PPC can be a predictable revenue stream as part of the digital online marketing mix. This is why PPC is often a staple for retailers, where they can expect immediate revenue from a percentage of the clicks.

Most large retailers typically spend a lot on PPC monthly. Search for “mens jeans”, and you might find PPC ads from Levi’s, Bonobos, Stitch Fix, Eddie Bauer, among others. Search for “black leggings”, and you might come across ads from lululemon, adidas, Fabletics, etc.

The challenge with PPC is the upside-down economics of enterprise SEO. PPC can generate immediate results, but it’s expensive. In order to keep the traffic and revenue coming, you need to feed the beast constantly. Once you stop, all corresponding traffic and revenue immediately drops to zero.

Also, as mentioned earlier, PPC is often not profitable at the top of the funnel. As you’re paying for every click, it’s more appropriate for the bottom of the funnel.

So, although paid search certainly has its place in a comprehensive digital marketing plan, it is often most profitably used in a highly targeted manner or for a short-term campaign. Read more about SEO vs PPC here.

Display advertising

When you think “topless,” what comes to mind? Don’t worry; if your mind went straight to the gutter, you’re like many people. VW decided to take advantage of this with an innuendo-rich, but ultimately PG display ad campaign.

VW display advertising example

VW has always been known for clever, minimalist advertising, and display ads are the perfect format for the company’s ethos. Display ads are visual and can be featured on social media and more. They’re the billboards of the digital marketing world. As such, they’re ripe for the same vibrant creativity as traditional marketing like visual ads.

Display advertising is typically an option for driving top-of-funnel awareness. It’s an expensive form of digital marketing, but it can expand your reach very quickly.

What’s more challenging for display advertising campaigns is direct response, where they get your audience to hand over their email address or otherwise take a specific action. Display ad campaigns are known to generate measly click-through rates, often as low as 0.1%. In those cases, it’s typically more effective to combine display advertising with content marketing, whether you market a specific download or event in order to drive click-throughs.

Display advertising has its place in the digital marketing mix, but it’s definitely not on the conversions and revenue-generation side.

Affiliate marketing

Affiliate marketing is the process of paying a commission to bloggers, social media influencers, and other affiliates who bring paying customers to your business. Just as you only feed the PPC meter when someone actually clicks on a paid search ad, you only pay your affiliate marketers when a sale can be attributed directly to their referral.

For many businesses, this makes it a win-win. Best case scenario, your affiliate marketer sells your products like hotcakes. Worst case scenario, you pay nothing – and maybe someone who saw the referral will remember you at a later date and enter the pipeline.

Downsides to stay aware of: affiliate marketers that run spammy, link-riddled blogs can do your reputation more harm than good, and there’s a risk of affiliate commissions eroding your bottom line. Run the numbers through a variety of possible scenarios, and stay picky about who you work with. Some brands find that it makes the most financial sense to work exclusively with super affiliates.

However you may decide to work with affiliates, they can be a low-risk, conversion-focused piece of your overall digital marketing campaigns.

Native advertising

Native advertising matches the form and function of the platform on which it appears. While that’s a very broad definition, most people use the term to discuss sponsored in-line content, feed-based social media ads, and video-based YouTube ads.

In this way, they do not appear as an “intrusion” on the content being viewed, like, say a display ad might be interpreted, as they take the exact form of the other content on the page. It just so happens to be paid content instead of organic. 

Some digital marketers use native ads because they capture attention more than banner ads, while targeting an audience with 18% better purchase intent.

Native advertising may be effective for certain brands as part of the digital marketing mix. The key is to test native advertising across different platforms to see which works optimally with your audience.

Email marketing

Email newsletters might feel like a relic compared to other digital strategies, but email marketing is alive and thriving. In fact, email marketing generates $38 for every $1 spent, making it one of the highest ROI digital marketing channels available. 

On the B2B side of things, email is the top source for B2B leads and has the highest return on investment (ROI), according to Chief Marketer’s “2020 B2B Marketing Outlook Survey”.

The marketing potency of email is no surprise. Just consider the reason behind email marketing’s success: mobilizing existing fans is far easier than capturing new customers.

Email marketing is effective in that it provides your brand a one-to-one channel with your audience. Through effective audience segmentation, you can control the messaging that reaches your audience consistently while ensuring its relevance

While awareness-driven strategies at the top of the funnel are critical to your business’s success, don’t neglect the low-hanging fruit of email marketing – and the chance to deepen your relationship with your audience – in the process.

Retargeting

You’re on a home improvement website checking out the gardening tools and supplies. You navigate around the site, but leave for a new distraction shortly afterward. 

Later in the day, you’re scrolling through your Facebook feed when you see an ad for gardening tools from that very same brand. Then you head over to CNN.com, and you see a similar ad from the same brand again.

For the next week or so, similar ads follow you everywhere.

You can configure remarketing ads to trigger when someone clicks on an ad, visits a website, or views a particular page on a website. In fact, retargeting is more successful when it’s highly specific to something a user engaged with.

Another retargeting tactic is to change up your CTAs for returning visitors vs. first time visitors.

Retargeting through email can also be used to recover abandoned shopping carts. This enables the individual to return to the same cart with one click and complete the purchase process. Retargeted emails can include related product recommendations, cross-selling opportunities, and discount codes, providing brands with flexibility to pursue the sale.

Retargeting is an accelerant for greater digital marketing results. It’s not your core focus, but instead can help you incrementally improve your results. Your SEO and content marketing work may have brought the traffic to your site, for example, but retargeting can keep their attention and bring them back to close the deal.

Conversion rate optimization (CRO) of your digital marketing

Conversion rate optimization (CRO) is what ultimately turns one dollar from your digital marketing into two, three, or four. You may be optimizing your site, producing YouTube videos, running ad campaigns, and churning out email after email, but in the end, you want to maximize conversions. 

That’s where CRO comes into play.

Even the best-laid digital marketing can bleed a budget dry if you’re not bringing people to a conversion-optimized website. From making landing pages beautiful to ensuring a smooth checkout process, CRO is the critical final piece of the online digital marketing puzzle.

Leverage heat mapping, click mapping, scroll mapping, user testing, and other forms of behavioral analytics to find the friction points where your website loses potential customers.

A/B testing is crucial in digital marketing

From there, it’s all about A/B or multivariate testing. You can conduct A/B testing to uncover the right message, offer, CTA language, CTA color, imagery, video, layout, page length, social proof, and a whole lot more. A/B or multivariate testing enables you to explore different modifications to the page until you find the winning combination that maximizes your conversions. In the process, you’ll also develop a deeper understanding of your customers.

Marketing automation

As we’ve seen, digital marketing comprises a full spectrum of marketing platforms, vehicles, tools, tactics, and strategies. To make the system scalable, use marketing automation.

Marketing automation makes marketing processes efficient, seamless, and free from human error. For example, you can automate the segmentation of audience members based on the form they submit, the content consumed, or the products purchased. You can tag site visitors based on their behavior or behavioral patterns on your site. You can segment them according to the stage of the funnel. There are many segmentation options, and it’s the first step towards automation that works effectively.

Based on audience behavior, you can automatically distribute relevant email sequences, and can further customize the sequence based on their interactions with those emails.

Further, these automated systems can be connected via an overarching CRM or ERP system.

On a micro level, as well, automation plays an important role. With SEO, there are various tools to assist you with keyword research and technical analysis. With social media, there are tools to help you with social media monitoring, publishing, and scheduling.

DIGITAL MARKETING INTEGRATION

Digital marketing is more than the sum of its parts. It connects, engages, automates, and converts to deliver compound results for your organization over time. Internet marketing unlocks your ability to reach and influence internet users at scale with greater efficiency.

Integrated digital marketing campaigns provide a seamless, cohesive experience through every channel and touch point. Not only is your message shared across platforms and devices, but the entire experience with your brand is galvanized.

When you start to add in user-generated content (UGC), marketing personalization, and interactive experiences, you take your digital results to an entirely new level.

Wendy's billboard

Wendy’s is an example of a brand that consistently integrates its marketing well. In its recent breakfast at Wendy’s push, you can find fun videos on YouTube, Tweets on Twitter, images on Instagram, ads everywhere.

Integrated marketing messaging includes, “Wendy’s is changing the game… to a breakfast that eats other breakfasts for breakfast”, “Who said you can’t have a Baconator for breakfast?”, and “You can let some clown hand you an L for breakfast, or you can start your day with a W”.

wendy's tweet 1
wendy's tweet 2

Within five months of launching the campaign, breakfast now represents 8% of overall revenue for Wendy’s. The end result for consumers? A great experience, no matter where they turn.

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