Aresync | Comprehensive Guide To Internet Digital Marketing In 2023

Content marketing, SEO, social media marketing, e-mail marketing, video marketing… Sometimes you can get the impression that marketers outdo each other in creating new intricate terms of English origin. Today I will try to answer the question in an accessible way: what is Digital Marketing, and how it differs from traditional marketing?

What Is Marketing?

Before we get into Internet marketing, let's go back briefly to the definition of marketing itself.

I like this short definition of marketing guru - Philip Kottler the most: "meet needs by making a profit." Still, the one closest to my heart (as a marketing strategist) is the definition from the book "Marketing. Theory and Examples", which defines marketing in the following way:

"Well-understood marketing is not a set of tricks and ad-hoc activities, but a well-thought-out strategy and the resulting tactics of action, tailored to the target audience, based on knowledge and research, firmly rooted in market realities."

Marketing activities should always start with a well-thought-out strategy that defines the market positioning of the product/service on the market, as well as the group of recipients and their needs. Only then can effective marketing be planned.

What Is Internet Marketing?

Internet marketing is communication and advertising activities conducted on the web (website, blog, Google search engine, Social Media, e-mail) to reach the target group with a message/offer to build brand awareness and recognition.

By creating advertising content, increase its effectiveness by adjusting it to the user's purchasing process. Use a marketing technique for this - the AIDA model - which describes four consecutive customer reactions to the product or service. First, attract the customer's attention, then maintain interest by showing how your product will help solve their problem. The third stage is the time to present the distinguishing features and functional and emotional benefits that generate the need to own a given product or service. The last step is a call to action, call to action (CA for short): "Download," "Make an appointment," "Order," "Buy now," etc. The result is an action: sale or other desired action performed by the recipient.

The beginnings of e-marketing date back to the 90s. The development of this form of advertising took place very quickly. In 2007, 1/3 of Internet users made purchases via the Internet, and in 2013 Internet spending was second only to television, resulting in 20% of the global advertising budget.

What Are The Advantages And Disadvantages Of Internet Marketing?

In Internet marketing, the user is not only a passive recipient of advertising messages, as in traditional marketing. He can conduct a dialogue with the brand as well as share his opinion in response to the news that the brand conveys.

Extensive knowledge of the client and his behavior

Thanks to analytical tools, in addition to the demographic data of your customers, i.e., age, location, or gender, you can also learn about their behavior - how many people visited your website, from what communication channel, and even a specific advertisement or post, what pages they viewed, how long spent on the site or where they left browsing the site.

• Personalization.
• Unlimited access to information.
• Message response time.

Internet marketing allows for an immediate response to the message, which brings measurable effects, as well as feedback in the context of the effectiveness of marketing activities.

Speed ​​and ease of modification of activities.

In online marketing, effectiveness tests can be performed on a smaller group of recipients already at the campaign launch stage. It will help in choosing the final marketing message or advertising creation.

• Disadvantages of Internet marketing
• Customers' trust in information on the Internet.

The level of trust in the information online is strongly related to the recipient's age. According to research, for people aged 15-39, the Internet is the most important source of information. In people aged 40-49, it ranks second after television and only after 50 years of age. The importance of the Internet as a source of information is significantly decreasing.

The group of Internet users is constantly growing - according to the PBI report, 27.2 million Poles (13.8 million women and 13.4 million men) used the Internet in June. They made 64.3 billion page views, and the average Internet user spent nearly 1 hour online. And 54 minutes a day.

Types Of Internet Marketing

I. SEM (Serch Engine Marketing): It promotes a website using paid advertising. However, SEM is a broader concept - it also includes SEO and PPC activities related to search engine marketing.

Friendly reception of advertising - research shows that users appreciate advertising that responds to the phrases they seek. Such advertisements are not intrusive and receive more attention from them.

Targeting – SEM campaigns are based on specific words and phrases. It means the presented advertisements will only reach recipients interested in a given industry.

Efficiency: SEM campaigns bring measurable profits about the costs incurred.

Immediate benefits: SEM enables differentiated control of the campaign. Our activities can be short-term and bring quick results or drag on over time, generating long-term effects.

II. SEO: the positioning of websites. These activities aim for the best possible visibility in the Google search engine.

Technical optimization of the website by Google's recommendations (e.g., page loading speed, page weight, adapting the page to mobile devices).

They are expanding and optimizing the content on the website in terms of crucial business phrases and the frequency of their search by potential customers.

We are improving the website's readability for Google robots (site map, H1-H6 tags, titles, and descriptions of pages and photos).

We are building a network of links leading to the website, thanks to which the credibility of the website increases. Thanks to such actions, Google will show our website in search results more often and in higher positions.

III. PPC (Paid per click) are paid advertisements in which the advertiser pays for each click on the link.

Search Ampaigns

The text ad is displayed in Google results as a product photo with a description. It is a response to a password related to a given offer/business entered into the search engine by the user.

PLA Campaign

PLA (Product Listing Ads) campaigns are typically sales campaigns.

Advertisements, like the text ads described above, are displayed in search results and are triggered by keywords entered by the user.

Display And YouTube Campaigns

We display graphic ads in Display campaigns. They are displayed on websites belonging to the network of Google partners, which in practice, they follow the user we are interested in when he browses websites.

 Social Media Marketing

This type of marketing aims to generate website traffic using social media (i.e., Twitter, Facebook, LinkedIn, YouTube, or Instagram). When we actively maintain our corporate SM accounts, we reduce the barriers between us and potential clients. In addition, we are more accessible and build brand loyalty, which contributes to the fact that our customers are more likely to talk about us online, recommending our products or services to their friends.

Content Marketing - simply put, it's content marketing, and the content can be anything - a blog post, an infographic, or a video clip. The most important feature of content marketing is usability - the content is intended to serve the recipient, translating into the value of the created texts. Besides, you can only develop materials by considering what they should be used for. Here, every action should be preceded by a strategy that will determine the right direction of our efforts. However, the process is only part of it because the implemented measures should be thoroughly analyzed.

When publishing content, we must also remember that it should be SEO-friendly. The correct phrases, keywords, and headers will contribute to the visibility of such material on the Internet, which will pay off with additional visits to the website. Interactive content, which consists of such forms as:

Quizzes Polls Polls

infographics – an accessible way of presenting content, especially when we anticipate a hefty dose of statistical data in our article; calculators - a good solution for all financial or e-commerce portals. This form enables the valuation of the offered products or services, as well as the estimation and comparison of the costs of purchasing competitive goods,

 live chats, and problem-solving tools – thanks to such means, we respond to customer inquiries faster and quickly solve the problem,

multidimensional photos, and videos – an example of this type of content will be 360 ​​photos or 30-second product clips. This solution helps recipients get to know the advertised product in more detail and makes a faster purchase decision.

VI. Video marketing is one of the most affordable forms of marketing that outperforms infographics, texts, and ebooks combined. Video marketing is gaining popularity yearly, translating into sales leads or audience engagement. The potential of this format is appreciated by a growing group of marketers, which is reflected in the following statistics*:

 

·         2017 – 63% of marketers use the video format as a marketing tool.

 

·         2018 – 81% of marketers use the video format as a marketing tool.

 

·         2019 – almost 90% of marketers use the video format as a marketing tool.

 

The fact is that most of this type of content is published on YouTube, which is the second most popular search engine in the world. It must be remembered. However, that video marketing is YT; all videos are shared on social media. Knowledge transferred in this way is better absorbed and receives more attention, which gives a chance for increased conversion.

is well-thought-out, planned activities to care for relations with the closer and further environment. Relationships nurtured in this way lead to the acquisition of the largest possible group of customers or ambassadors and devoted supporters of the brand. In addition, PR is associated with constant "being" and transferring information to the environment to develop a friendly attitude towards the company/organization. These activities can be short-term (1-3 years) or long-term (3-5 years) and are always coordinated with the strategic plans of the company/organization/enterprise.

 E-Mail Marketing 

 nowadays, almost everyone has an e-mail account, but not everyone has a Facebook account. We can therefore assume that 99% of our customers have the same channel through which we can be contacted. Thanks to such communication, we will certainly reduce the distance between us (the company) and the client and contribute to building long-term relationships on a massive scale.

In addition, it must be emphasized that e-mail marketing is one of the cheapest forms of marketing that allows you to reach the recipient directly. All you need is a valuable database of addresses, which we can create based on, for example, user purchases. Thanks to such advertising, we can reach you with the current offer and share industry knowledge. For this, we can choose different paths so:

Newsletter - you can subscribe to this form of e-mail marketing from the company's website; this type of message should contain news, information about promotions or discount codes,

and sales catalogs – they work well when we focus on selling specific products,

autoresponders – these are messages that work automatically and allow you to send pre-planned information. They are helpful when we plan thematic e-mails, i.e., a guide sent in parts.

How To Start Marketing Activities On The Internet?

The purpose of marketing activities on the Internet is to lead the user to a website where the user will perform the desired action (conversion), which is most often a purchase or an activity directly related to the purchase process.

Therefore, the basis of e-marketing is a well-designed, functionally and visually, and constantly updated website.

The first step to creating a website is to analyze the competition and market needs, identify the marketing and sales target group, identify the distinguishing features of the brand, and establish a communication strategy.