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 “DIGITAL MARKETING AND ADVERTISING” Digital marketing, online marketing, Internet advertising ... no matter what you call it, the online marketing of your business is a big problem these days. After all, the use of the Internet has doubled in the last decade and this change has had a significant impact on the way people buy products and interact with businesses. So, what is digital marketing and advertising? Digital marketing is like any other type of marketing: it's a way to connect and influence your potential customers. The real difference is that you connect and influence these customers online. WHAT IS DIGITAL MARKETING? Basically, digital marketing refers to efforts or assets of online marketing. E-mail marketing, pay-per-click advertising, social media marketing and even blogging are excellent examples of digital marketing. They help introduce your business and convince them to buy. Here are some of the most common digital marketing assets and strategies used by businesses to reach online users: DIGITAL MARKETING ASSETS Almost anything can be a digital marketing asset. It should simply be a marketing tool that you use online. That said, many people do not realize how many digital marketing assets they have at their disposal. Here are some examples: Your website Marked assets (logos, icons, acronyms, etc.) Video content (video ads, product demos, etc.) Images (computer graphics, product photos, company photos, etc.) Written content (blogs, e-books, product descriptions, testimonials, etc.) Online tools such as SaaS, calculators, interactive content, etc. Reviews Social media pages As you can probably imagine, this list only scratches the surface. Most digital marketing resources fall into one of these categories, but smart marketers are constantly discovering new ways to reach customers online. The list continues to grow! DIGITAL MARKETING STRATEGIES The list of digital marketing strategies is also constantly changing, but here are some of the strategies used by most companies: Paid advertisement Pay Per Click Advertising (PPC) is actually a broad term that covers any type of digital marketing in which you pay for each user who clicks on an ad. For example, Google AdWords is a form of PPC advertising called "paid search advertising" (which we will see in a moment). Facebook ads are another form of PPC advertising called "paid advertising on social networks" (again, we'll get back to that in a moment). Paid search advertising Google, Bing and Yahoo all allow you to run text ads on their search engine results pages (SERPs). Paid search advertising is one of the best ways to target potential customers who are actively looking for a product or service like yours. Search engine optimization (SEO) If you do not want to pay to appear in the SERPs, you can also use search engine optimization (SEO) to try to rank pages or blog posts on your site in an organic way. You do not have to pay directly for each click, but the ranking of a page usually takes a little time and effort (for a more in-depth comparison of paid search and SEO, see this article). Paid advertising on social networks Most social media platforms such as Facebook, Instagram, Twitter, LinkedIn, Pinterest and Snapchat will allow you to show ads on their site. Paid social media advertising is great for educating an audience that may not know your business, product or service exists. Social Media Marketing Like SEO, social media marketing is a free and organic way to use social media platforms such as Facebook or Twitter to promote your business. And, just like SEO, organic marketing your business on social media takes a lot more time and effort, but in the long run it can produce much cheaper results. Conversion Rate Optimization (CRO) Conversion Rate Optimization is an art and science of developing your online user experience. Most of the time, companies use CRO to get more conversions (leads, chats, calls, sales, etc.) off the traffic of their existing website. Content Marketing Content marketing is another broad term of digital marketing. Content marketing covers all digital marketing efforts that use content assets (blogs, infographics, ebooks, videos, etc.) to build brand awareness or generate clicks, leads, or sales. Native advertising Have you ever found yourself at the bottom of an article to see a list of suggested articles? It's native advertising. Most native ads are content marketing because they use content to attract clicks ("you will never believe what will happen next!"). Native advertising can often be a bit difficult to spot because it is usually associated with non-paying content recommendations ... but that's a bit of a goal. Advertising by e-mail Email marketing is the oldest form of online marketing and continues to work well. Most digital marketers use email marketing to advertise special offers, showcase content (often as part of content marketing), or promote an event. Affiliate marketing Affiliate marketing basically involves paying someone else (a person or a company) to promote your products and services on their website. As you can see from the list above, there are many ways to market your business online. That's why many companies hire an agency to manage their digital marketing efforts or pay an internal marketing team and marketing automation software to cover their marketing needs (for a more in-depth comparison of these options, see this article). DOES DIGITAL MARKETING WORK? Digital marketing is a great option for any business. At Disruptive, we've used digital marketing to help all kinds of businesses grow - from family-owned stores to internationally renowned universities and beyond. This is the beauty of online advertising. If you know who you want to target, you can use digital marketing to target anyone, anywhere. That said, some types of businesses will benefit more from certain types of digital advertising.