Digital marketing (digital – digital and interactive marketing) is a term that refers for all possible forms of digital channels for brand promotion. Nowadays we use it for television, radio, internet, social media and other forms. Digital marketing is closely tied to internet marketing, but direct techniques have already been developed, allowing you to reach your target audience quickly (using a phone app, SMS / MMS, street advertising displays, and others).
We would certainly like to mention here that digital is an evolution in the development of internet marketing, but it is not. Even though mobile marketing is effective, LCD displays with impressive presentations are also part of it. In fact, it is a complex discipline (based on digital technology), using different types of marketing to promote the product. Today, digital marketing has begun to make extensive use of traditional types of advertising, the main task of which is to capture the attention of the audience and to attract it to the virtual world. The most obvious example is QR codes on billboards and magazines.
Which media channels are digital?
The most important one is Internet and the devices that provide access to it (computers, tablets, smartphones, etc.) as mean of information, communication and self-realization.
Local area networks. The internal computer networks of companies (extranets) or urban areas are essentially stand-alone information systems where users can communicate, play and exchange information. There is a gradual integration of local area networks with the Internet.
The next channel is connected with the mobile devices. Previously, companies used to send SMS messages, now it is popular to install branded applications or organize WOW phone calls (Viber, WhatsApp, etc.).
Interactive screens, POS terminals. We often see them at the store, on the street, even in the subway. This type of digital media, which is gradually narrowing down to standard outdoor advertising, allows much closer interaction with users, and POS terminals help us make purchases.
Touchscreen (tablets) – Special apps for them allow users to gain new knowledge, play games, watch movies, go online and more. The tablet is becoming a favorite item for many people who use it to have constant access to information.
Digital gadgets – devices that can collect information and transmit it to other media. Such as smart watches, oculos rift glasses, fitness bracelets and more.
Digital art is a type of art in which a computer is used to create or reproduce works of art. This can be a picture, sound, animation, video, game, website, algorithm, performance or installation. Many traditional arts integrate digital technology, and as a result blur the lines between traditional works of art and digital media.
Which terms is important to know?
KPI is a key performance metric used in performance marketing. The term appears in all types of marketing and is used by the business to measure the success of marketing campaigns. Your KPI can be click through rate, engagement rate, bounce rate, and so on.
So-called CPC means ‘cost per click’. Refers to paid ads that run on Google. As soon as you set up your ad campaign, you can start to rank. If you have a budget and are ready to spend it, you’ll be at the first page of Google search results in a short time. PPC also includes keyword research, but instead of page optimization, you’ll need to create ads. The ads include two short headlines, a description and a link to your website or landing page. You can also include extensions such as your business phone number or links to additional pages on your site. SEO and PPC work great separately, but together they can significantly increase your sales!
CPA – cost per acquisition. This is a metric used to determine how much it costs to get one customer. You can calculate this by dividing the total cost of your campaign by the number of conversions. This metric is important because it actually shows you how much you spend on conversion. If this price is too high, you should consider restructuring your marketing campaign.
Lookalike audience. Lookalike audiences are built using email lists. This is a way to target users who are similar to those you already have. You can upload your email list to your Facebook advertising campaign and it will take those emails and find similar users to target.
A / B split test. When running any type of ad, it’s a good idea to make this test. This means doing 2-3 similar ads that run simultaneously to see which one is most relevant. A / B split testing will help you better target your audience by showing you which ad you liked more. This can also be applied in email marketing.
CPI – cost per impression. CPI measures how many times your ad shows on a site, whether users actually see or interact with it. This is how impressions measure the number of times your ad or content was shown.
CTR – Clickthrough rate. When you run a social media advertising campaign, your clickthrough rate shows how many times your ad is clicked by users. In order to calculate your CTR, you’ll need to take the total number of clicks your ad received and divide it by the number of impressions (impressions). Then convert that number to a percentage.
Engagement rate. Blog, Facebook posts, tweets and Instagram photos have engagement rates. This is how many users interact with your brand. How many comments did you receive in the post? How many comments? Usually, the higher your engagement rate, the better your content – which is great for SEO. If search engines see that users are engaging with your website and social media channels, you will be seen as a significant source in your area.
Remarketing. You probably run into remarketing almost every day. If you shop online and browse for a pair of shoes, then that pair of shoes will most likely appear again on another website you visit. Remarketing is a tactic used to bring back customers who have not made a purchase on your site. If your business sells more than one product, you can set up carousel ads to appear on other sites, as well as on social media channels. These ads are made up of several products that your customers have already viewed. Since they have already reviewed these products, they are probably interested in them and are more likely to buy if they see the product again.
Relevance and quality assessment. When you run campaigns on Facebook, you will receive a rating on the relevance of your creative. This rating is given to each of your Facebook ads. This is a way for them to decide how relevant your ad is. Google essentially does the same for your paid search ads, giving you quality results. Many factors enter your Quality Score, and it can improve over time. The higher your score, the more your ads will appear before those of your competitors and the less it will cost. A better result reduces the cost per click.
What are digital agencies?
Unlike traditional media agencies that provide a platform for your advertising, digital agencies offer the following services that can track the specifics of working in the digital field:
- Standard digital marketing services (site development, landing sites, media and contextual promotion, Google advertising, email marketing, copywriting, etc.);
- Development of a comprehensive strategy for development in the digital environment (brand research and promotion);
- Organizing event events, competitions, games, activations (strategy, creativity, execution, analysis of results) in combination with online / offline promotion;
- Translate the user from online to offline and vice versa (shares, activities, etc.);
- Experimental marketing of QR codes, geolocation services, RFD, RTB, Wow ringtones, etc.
Now you know
Did you learn interesting marketing terms and conditions from this article? Some of them may be confusing, but understanding it will help you to measure your return on investment, create better ads, and understand when something is wrong with your advertising campaign.
If you are aware of these marketing concepts, it means you are ready to take the next step in growing your business. If you still have some questions, contact us – Seomax Digital Agency. We can help you to build your marketing strategy and even create a new website for you!