digital literacy and marketing

Nowadays both marketing and advertising efforts are becoming more digitally focused as society has evolved. The days of only advertising in magazines and newspapers are well behind us, as many businesses are moving online, using even the smallest pieces of the internet to market their business.

Digital Marketing: Do You Know the Term?
As Digital Marketer defines it, “digital marketing is the act of promoting and selling products and services by leveraging online marketing tactics such as social media marketing, search marketing and email marketing.” The idea isn’t that complicated, especially considering how much time people spend online. Internet World Stats noted that as of December 31, 2018, there were 4,312,982,270 internet users in the world. Now, any given business will of course have a specific target audience they want to cater to which will be a fraction of the number noted. However, understanding the total number of users on the internet as a whole drives home just how important a platform it is to leverage as a marketing tool.

Nonetheless, it can be easy for businesses to overlook online marketing, ultimately doing themselves a disservice. As noted above, there are several ways you can get into the digital marketing space. Here at Engage, we offer several strategic approaches to digital marketing, including but not limited to Search Engine Optimization (SEO) and Paid Media.

Search Engine Optimization (SEO)
Search Engine Optimization, also known as SEO, “is the process of getting traffic from the free organic, editorial, or natural search results on search engines.” (Search Engine Land) In order to do this properly though, time and money need to be invested. Leveraging SEO is all about creating visibility for your website online and ensuring your company domain appears in search engine results when queries that are highly related to your business or offerings are searched. It’s a long-term digital marketing strategy, and is extremely effective when executed appropriately.

Paid Media
Paid Media is another form of digital marketing that deals with advertising placement within search engines, social media outlets or websites. The major difference between SEO and paid media is that paid media allows for a much quicker analysis than SEO due to the nature of the strategy. Nonetheless, businesses often do SEO and paid media in tandem as a way to set themselves up for long-term success and also advertise, for example, during specific months or for certain events.

Digital marketing can be executed using these strategies or by using other routes such as email marketing, social media marketing, and beyond. Each approach may not be exactly right for a company and it’s important to speak with digital marketing experts to determine the proper approach. Considerations need to be made regarding business goals and digital goals, allowing both companies and marketers to align on what the best route may be in order to be successful in reaching those goals.

Don’t Sell Items Online? No Problem.
Last but not least, companies don’t have to sell items online to utilize digital marketing. While this may not be a common misconception, I feel like it needs to be said. Digital marketing is about creating awareness for a business and its offerings in the online space simply because so many people are on the internet every day, and it can work for companies of all sizes across many industries. Don’t sell yourself short by thinking it’s not worth the investment or not the right approach for your business because the internet is not your primary place of business. Every company, from online businesses to brick and mortar stores, has a unique digital marketing strategy meant for them that can make their online presence grow, ultimately leading to success.

The idea might be easy to understand, but how to do it successfully is more complicated. It can truly make all the difference in the world for your business and open up all kinds of pathways to understanding who your consumer is, what your target audience’s buying behavior is like online, if your website has user experience issues, plus so much more.

If you need assistance with your digital marketing efforts, contact our experts today!

Image by Caroline Madigan on opensource.com