The main objective of marketing is to promote a brand depending on the strategy used and just like any other marketing strategy, digital marketing also has specific tools used for the promotion for example use of various forms of electronic media such as search engines, websites, social media and mobile applications. Therefore, we can define digital marketing as a form of advertising a brand delivered through digital channels or technologies
This new approach to marketing expands beyond the use of the internet to broader channels that do not require internet for example electronic billboards, digital television and radio channels as well as SMS and MMS on mobile phones. The common methods under this approach include;
The main objective of marketing is to promote a brand depending on the strategy used and just like any other marketing strategy, digital marketing also has specific tools used for the promotion for example use of various forms of electronic media such as search engines, websites, social media and mobile applications. Therefore, we can define digital marketing as form of advertising a brand delivered through digital channels or technologies. This new approach to marketing expands beyond the use of the internet to broader channels that do not require internet for example electronic billboards, digital television and radio channels as well as SMS and MMS on mobile phones. The common methods under this approach include;
Paid search or pay-per-click advertising where payment is only done when a brand advert is clicked. The search engine results page usually has “sponsored” on the top or side of the page. They can also be referred to contextual advertisements as they appear when a person searches for a particular keyword.
Search engine optimization which involves pages of a brand’s website appearing at the top of a search engine for a specific set of keywords, therefore, viewers are induced to visit that website whenever they search for products, services or information related to that website’s business.
Social media marketing involving the use of social media platforms like Facebook, twitter, Instagram, LinkedIn, among others. Recently many people rely on such networks to discover, research and educate themselves about a brand before engaging with that organization, therefore it’s necessary to engage the targeted audience with the brand content via social media networks.
Mobile marketing which involves using mobile devices such as telephones, tablets for marketing activities through SMS, MMS and mobile applications. It is an effective method since mobile devices are used everywhere and by everyone.
Advantages of digital marketing.
Ease of access. Information is easy to access at a fast rate through the use of digital means. Also, through digital communication, there is creation of a multi communication channel which facilities quick exchange of information around the world. This allows the targeted audience to ask questions as well as get familiar with the brand.
Measurable. Digital marketing enables an organization to analyze its marketing campaigns and understand is working and what is not working. This is possible because the methods of digital marketing have added features like monitoring what is being viewed, how often and how long are the views, sales conversions, what content works and doesn’t work, among others.
Responsive. Some digital marketing methods have features that enable both the targeted audience and organization be responsive to one another. For example, through reviews, consumers are able to share their experiences with the brand and the organization is also able to evaluate their brands.