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What is Digital Marketing and Why Do I Need it?

June 15, 2016

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If you do business online, you’ve probably heard the term “Digital Marketing” before, but do you really know what it means?

Wikipedia defines digital marketing as, “an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them.”

To put it more simply, digital marketing describes the integrated marketing services used to attract, engage and convert customers online. Those services involve the following:

SEO: Search Engine Optimization (SEO) is used by marketers to drive organic traffic to websites through the search engines. Optimizing a website to achieve good keyword rankings involves different strategies, beginning with writing keyword-rich content that is appealing and useful to a website visitor, and increasing the number of backlinks to the site.

Optimization: Once your website starts attracting visitors, it’s important to make sure the shopping process is as streamlined as possible to better convert visitors into buyers.

Web design: A website is a brand’s presence online. It’s important for marketers to stay up to date on the latest tactics, policies and innovations so you can quickly adapt to the landscape while maintaining a website that is fully operational and updated.

Copywriting: A digital marketer must be able to write copy quickly and consistently for their company’s website, in order to maintain a high level of relevant content updates. Many digital marketers maintain their own personal blog to keep their writing skills sharp.

Social Media: Digital marketers need to evaluate each social networking site to see which ones are a good fit for their brand. Each platform has its own pros and cons. Being able to attract and engage followers on a particular site, like Facebook or Instagram, requires careful analysis and planning.

Analytics: It’s important for marketers to analyze how a particular campaign fared online in order to determine the brand’s ROI (return on investment). Studying analytics can tell you who is visiting your site, where they are coming from, what pages they view most, and how long they stay on your website.

Advertising: Most digital marketers use a variety of online advertising programs such as Google Pay-Per-Click ads, Facebook ads and Promoted Tweets to attract customers. A skilled marketer works to decrease CPC (cost per click), increase brand awareness and generate sales.

If you need help crafting a digital marketing strategy for your company, contact Meredith Communications for a free consultation.

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