The transition from traditional forms of marketing to digital marketing has pretty much changed the way people market brands and businesses as well.
The life in today’s reality is so dynamic and changing that it may take one day to turn a thing which has just entered into popular usage into a something which isn’t relevant to demands of today anymore.

New technologies appear every day, replacing the old ones, new goals are set every minute, new strategies are followed for achieving belter results, new people are involved in the process of creating, promoting, upgrading.Today every big company wants to have an internet marketer as a part of the team, who must know how to organize promotions effectively, analyze the activities of competitors and help to improve the company’s image in the network.

Digital marketing is a form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, websites, online forums and newsgroups, interactive television, mobile communications.

In fact, this is a complex discipline (based on digital technologies), using different types of marketing techniques to promote the product. Today, digital-marketing begins to use widely traditional types of advertising, the main task of which is to “grab” the attention of the audience and drag it into the virtual world.

The main objectives of digital marketing are to promote the brand and increase sales through various methods. Digital marketing includes a large selection of marketing tactics to promote products, services, and brands.

Digital marketing techniques such as search engine optimization (SEO),search engine marketing (SEM), content marketing, influencer marketing,content automation, campaign marketing, data-driven marketing and e-commerce marketing, social media marketing, social media optimization,e-mail direct marketing, display advertising, e–books, optical disks and games, are becoming more and more common in our advancing technology.

In fact, this extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ring tones.

digital marketing

Top 6 digital media channels for obtaining information:

#1 Internet.
No surprise the first place is taken by the Internet and devices that provide access to it (computers, tablets, smartphones, etc.). As a means of obtaining information, communication, and self-realization.

#2 Local networks.
Internal computer networks of companies or extranets, in fact, are self-sufficient information systems. Where users can communicate, play, exchange the necessary information. At the moment, local networks are gradually integrating with the Internet.

#3 Digital television.
We can see how progressively digital TV is replacing an analog one and it gradually integrates with Internet applications.

#4 Interactive Screens.
This is the kind of digital media that gradually replaces the standard outdoor advertising, because it allows you to interact much more closely with the consumer and hook him with a message or, like POS terminals, help you in making purchases.

# 5 Touchscreen and mobile devices.
Special applications for them allow the user to get new knowledge, play, watch movies, get online and much more. For many, a favorite tablet or a telephone is a part of life in which information is consumed around the clock.

# 6 Digital art.
It is any kind of art where a computer is used to create or reproduce artwork. It can be a picture, sound, animation, video, game, website, algorithm, performance or installation. Many traditional forms of art integrate digital  marketing technologies, and as a result, the boundaries between traditional works of art and digital media become blurred.

types of digital marketing

What are digital agencies?
Digital agencies offer the following services, according to which, one can judge the specifics of work in the digital sphere:

ü Standard services (site creation, media and contextual promotion, design, promotion of sites);
ü creation of a comprehensive development strategy for the company in a digital environment (expertise and promotion);
ü Work with online communities (groups and pages in social networks, blogs, forums, specialized venues);
ü Organization of events, competitions (strategy, creativity, performance analysis) in combinations of online/offline promotion;
ü Transfer of the consumer from online to an offline sphere and backward (shares, activities, etc.);
ü Experimental marketing QR codes, geolocation services, RFD, Wow calls, augmented reality, etc.

Here’s a quick rundown of some of the most common assets and tactics:
Assets
• Your website
• Blog posts
• Ebooks and whitepapers
• Infographics
• Interactive tools
• Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
• Earned online coverage (PR, social media, and reviews)
• Online brochures and lookbooks
• Branding assets (logos, fonts, etc.)

Tactics
Search Engine Optimization (SEO)
The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.

Content Marketing
The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers.
Inbound Marketing
Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.

Social Media Marketing
The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.

Pay-Per-Click (PPC)
A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWord.

Affiliate Marketing
A type of performance-based advertising where you receive the commission for promoting someone else’s products or services on your website.

Native Advertising
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content.

Marketing Automation
Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.

Email Marketing
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people towards the business’ website.

Online PR
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR but in the online space.

Trends in the development of the digital sphere will be aimed at creating new types of interaction with the audience. Interaction with the audience is a key point in understanding the essence of this direction. For the first time, in the history of marketing, there is such an opportunity for interaction
when consumers themselves can create a product, just the way they want it.Say aloud what they think – and be sure that they will be heard. Now even a small company with a unique and interesting product, without special advertising budgets, can deliver its message to millions of potential consumers within minutes, and become a large corporation. But on the other hand, one negative feedback about the products can critically affect the company’s sales level.

The ability to react quickly to changes has become a critical factor in survival. We consume a bigger amount of information in comparison with our ancestors. The world has become faster, the world has become more transparent, the world has become more interesting. And only in such a world digital marketing could appear in all its manifestations.

role of digital marketing

Sources:

HubSpotSas.

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