What is Digital marketing and what is the purpose of it?

First of all, Digital marketing is a complex approach of promotion of a company, its services or goods. It includes all kinds of channels for brand promotion. There are the following channels:

  • Social media networks. This channel is used more and more often by brands due to its efficiency. With social media you can speak directly with your real and potential clients, attracting them with the help of posts and targeting advertisements. The creation of interesting and useful publications, competitions and polls.
  • Leading of an own blog. Regular writing of useful articles also positively influences attraction of attention and loyalty on the part of targeting audience. The only condition is that all information must be really useful and interesting for your audience.
  • Mobile app. The majority of users browse the Internet mainly on phones and it is advantageous for digital-marketing. Mobile apps are created to allow users to find information and order goods and services more easily, conveniently and faster. Thus, people with a few clicks on their phones get what they need. Online shops, taxy services, food delivery, hotels, useful blogs – for all of these spheres (and not only these), mobile apps will play a good role.
  • E-mail marketing. This channel allows to share news, articles and commercial offers. With a good setting of audience, e-mail marketing brings good results.
  • SEO. Searching optimization of a website takes a lot of time to get first results, but at the same time, it is less expensive than contextual advertising. Having spent time and strength, this channel will attract a big number of clients during a long period of time.
  • Contextual advertising. As it has been mentioned before, contextual advertising requires a lot of expenses. However, its advantage consists in practically instant obtaining of clients immediately after launching of advertisement campaign. Regular investments of budget into advertisements and competent setting of audience will allow to get new clients constantly, developing digital-marketing.
  • Native advertisement. This channel is becoming very popular. Collaboration with famous bloggers brings companies incredible results. The main advantage of this channel is absence of direct advertisement. Information about brand is acquired easily and without obtrusion.
  • Mass media. Publications on popular news sites, where is necessary audience, increase visibility and trust in brand.>

Analysis of Digital marketing by popular companies

  • Email-marketing. 
    • The New York Times has 30 email newsletters with indexes of approximately 70 % of openings. Such result, they have got due to narrow segmentation of targeting audience. There is one range of emails for students, another – for senior people, the third -for sports lovers, etc.
    • Experian company has led a study which has shown that personal emails are opened only 26% more often than with templet themes.
    • Marketing Land has informed that 80% of users pay attention to the etiquette of correspondence with unfamiliar respondents. Their decision, regarding further correspondence, depends on it.
    • Salesforce states that the use of emoji in emails helps to increase conversion. This approach is used only in 2% of email newsletters by digital-marketing.
    • Campaign Monitor asserts that the biggest number of openings of emails is with those emails which are sent between 18.00 (6 pm.)and 23.00 (11 pm.)
    • CoSchedule informs that Monday and Tuesday are the most effective days for email newsletters, as during other days there are the biggest number of email sendings.
    • MarketingLand reports that people older than 45 years like humor in the email theme more than young audience.
  • Mobile gadgets.
    • Study of DMR company has shown that more than 50 billion of search queries a month are from mobile gadgets and it is important for digital marketing.
    • 80% of internet users have smartphones.
    • 2015 State of Marketing Report has conducted a poll of marketing specialists about the importance of email optimization for mobile gadgets. 31% of polled have stated that more than half of their email newsletters are opened from mobiles. It is also known that only 47% B2C companies completely use optimization of the email texts.
    • ExpressPigeon informs that more than 50% of users start using their smartphones just after waking up.
    • The studies of McKinsey & Company have shown that 61% of smartphone users don’t return to a website if they have difficulties with access. Besides that, 40% return to competitors.
  • Social media networks. 
    • More than 1 billion of smartphone owners use Facebook a month.
    • 32% of teenagers use Instagram more often than other social media networks.
    • More than 20% of Earth population have active accounts on Facebook.
    • 76% of users use Facebook and 51% use Instagram every day.
  • Content marketing.
    • 33% of marketing specialists make from 2 to 5 publications a month.
    • 70% of companies increase their budget with the help of video-content.
    • The popularity of infographic increased to 800% during the last year.
    • More than 80% of marketing specialists use written content and are planning to make it bigger.
    • 28% of specialists of digital marketing learn podcasts.
  • SEO.
    • More than 600 million of users don’t want to see advertisements, using for it blocking of various services. One of the advantages of an organic websites.
    • Nearly 60% of marketing specialists in the sphere of B2B state that they got majority of clients with the help of SEO.
    • First 3 websites from the search engine get more than 50% of visitings.
    • 39% of users will leave a website if it is downloaded a long time.
  • The advantages of Digital marketing. 
    • Improving of interaction with bigger targeting audience.
    • Reporting information to a bigger number of potential clients in a short term.
    • Stronger influence on audience.
    • Increasing of a brand visibility and loyalty on the part of clients.
    • Transparency of result measuring by a marketing company and the possibility of correction in real time.
    • Fewer expenses in comparison with a traditional advertisement.
    • Let’s speak about digital marketing in numbers

The work of Digital marketing 

  1. Aim determination. At this stage, the aim of digital strategy is formed with consideration of all necessary factors for a company.
  2. Finding of targeting audience. This stage is designed to determine targeting audience and events which will become necessary for these group conversions.
  3. Analysis of instruments and techniques. This stage is designed to analyze available outer and inner digital instruments and channels which a company has at its disposal.
  4. Content strategy. The stage is designed to learn carefully the audience, method and period of content writing.
  5. Distribution. During this stage, priorities in tasks are placed (these priorities were formed on the basis of early mentioned points) with consideration of immediacy, importance, budget and other demands.
  6. The first result. At this stage, we observe the results of every stage and analyze if everything works well or there is a need to change something.
  7. The correction of results. If there are problems which were revealed at the previous stage, this stage is designed to make alterations in a business process to increase its effectiveness.
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