Marketing, the giant ominous beast that defines American culture. From billboards and radio to television and print, marketing is everywhere you look. With the rise of the internet, a new frontier has opened to marketing and it evolved into what we call digital marketing. Digital marketing, as defined by The Financial Times, is the marketing of products or services using digital channels to reach consumers.
Digital marketing is composed of a number of parts that build the whole machine, but we want to keep it simple with 4 basic parts:
SEO is short for search engine optimization. SEO is all about optimizing websites to organically rank higher in search results. Everyone wants to get on the first page of Google, right? SEO managers focus on doing two things: increasing the relevance and the authority of a website. Successfully done, SEO will get your site to rank higher when someone searches for your products or services. SEO is a long-term investment that will help your website in organic ways for an extended period of time.
Search engine marketing encompasses all paid search activities online, such as paid search advertising, video advertising, banner advertising, and more. Each paid avenue will help send more qualified traffic to your website. SEM is the opposite of SEO because it is used for quick bursts of business with less long-term benefits to a company’s website. Essentially, you are paying for leads to be generated now, not later. These search ads and paid advertisements are sent to the top spots of Google for the length of time the ad runs.
Digital marketing includes the use of social media to generate traffic to your site and connect with consumers that want to know more about your product or service. It can also help build links that in turn boost your SEO. Social media sites like Facebook enable you to tell your story in a meaningful way. And with targeted ads, social media is a great tool for businesses to connect highly targeted segments of people.
Unlike traditional text-based marketing, display marketing utilizes elements such as compelling images, audio, and video to communicate your advertising messages. The most applicable example would be the ads that run on YouTube or the true-view ads of Google. A large part of display marketing is re-marketing. These are the ads that follow you around based on the sites you have recently visited. They are beneficial because it takes multiple impression before a sale occurs. Remarketing enables you to stay top of mind with interested prospects.
With these 4 simple parts, digital marketing companies are able to grow and expand their client’s businesses without having to interact with traditional media sources. In a society that is converting everything into a digital universe, a business can extend their reach as far as the internet goes — which is pretty much everywhere.