New non-linear marketing approach
Nonlinear marketing, a type of interactive marketing, is a long-term marketing approach which builds on businesses collecting information about an internet user’s online activities, and trying to be visible in multiple areas. Unlike traditional marketing techniques, which involve direct, one-way messaging to consumers (via print, television, and radio advertising), nonlinear digital marketing strategies are centered on reaching prospective customers across multiple online channels. Combined with higher consumer knowledge and the demand for more sophisticated consumer offerings, this change has forced many businesses to rethink their outreach strategy and adopt or incorporate omnichannel, nonlinear marketing techniques to maintain sufficient brand exposure, engagement, and reach.
Nonlinear marketing strategies involve efforts to adapt the advertising to different platforms, and to tailor the advertising to different individual buyers rather than a large coherent audience. Tactics may include:
paid search/ contextual advertising
some studies indicate that consumer responses to traditional marketing approaches are becoming less predictable for businesses. According to a 2018 study, nearly 90% of online consumers in the united states researched products and brands online before visiting the store or making a purchase. The global web index estimated that in 2018, a little more than 50% of consumers researched products on social media. Businesses often rely on individuals portraying their products in a positive light on social media, and may adapt their marketing strategy to target people with large social media followings in order to generate such comments.
The Who, What, Why, & How of Digital Marketing
When it comes to digital marketing, it seems we are all familiar with the term. We probably also feel we should be doing more of it, what with over 4 billion internet users worldwide. But how many types of digital marketing are there? is marketing on social media considered “digital”? what about radio advertising?
if you are not sure what exactly digital marketing is, you are definitely not the only one. The search “digital marketing” on google returns over 2 billion (!) results.
Before trying to apply all types of digital marketing to your business, let’s explore what exactly the term means, what it consists of, and how you can use it to drive your business forward.
Search engine marketing (SEM)
Initially, the term “search engine marketing” was used as an umbrella term for the process of gaining both paid and free search traffic. Over time, the industry switched to using the term “sem”, or search engine marketing, solely for paid activities.
So, what does this type of digital marketing mean?
search engine marketing refers to a form of digital marketing that aims at increasing the visibility of a website in search engines by using paid methods. In other words, it’s the ads you put out there on google adwords and bing ads.
You can recognize paid search results in google by the little sign “ad” at the beginning of the url. Also, google puts these pages first in the search results. By combining seo and sem, you can drive quality traffic to your website. With the help of search engine marketing, you can put yourself in front of the audience that is actively searching for services and brands like yours.
What is digital marketing?
Digital marketing are all marketing activities that use an electronic device or the internet. Does it mean it’s any form of marketing that exists online?
yes and no. Digital marketing certainly encompasses all online marketing activities. However, it might include some offline activities, too. Here are the main types of digital marketing you should consider for your business.
Content marketing is a type of digital marketing that focuses on creating and distributing content for a target audience. The content aims at being valuable, relevant, and (ideally) consistent. Its ultimate goal is to drive a profitable customer action. The crucial part here is “valuable” and “relevant”. This is what tells content marketing apart from traditional spammy advertising. The target audience should want to seek the content out and consume it. In the broader sense, content marketing is part of every other digital marketing activity, be it social media marketing, seo, or email marketing. Quality content should be the core of every other marketing activity you pursue.
What is the role of digital marketing to a company?
If your company is business-to-business (b2b), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels. Beyond your website, you’ll probably choose to focus your efforts on business-focused channels like linkedin where your demographic is spending their time online.
Free Marketing Plan Template
By dave chaffey 04 may, 2020
download our free resource – digital marketing plan template
this template explains how to structure a digital marketing plan using the race planning system. Set your objectives for the next 90 days against marketing activities and define targets for kpis. Another challenge is the sheer scope and scale of digital marketing. There are so many great digital marketing techniques ranging from search, social and email marketing to improve the digital experience of your website. Our article, what is digital marketing? shows how by using our race planning framework you can define a more manageable number of digital marketing activities that cover the full customer journey. Within each digital marketing technique, there are lots of detailed tactics that are important to success, so they need to be evaluated and prioritized, for example from dynamic content for email automation, website personalization to programmatic, retargeting, and skyscraper content for organic search.
Whether you have a strategy or not, at the heart of the smart insights ‘opportunity, strategy, action’ approach to improving digital marketing, is benchmarking to compare where you are now to assess the potential against where you need to be in the future. To help you get started we have created a free digital marketing benchmarks download with a series of benchmarks covering overall digital strategy and the key tactics like search, social media, email marketing, and site/experience design. Click on the image below to see a larger version of one of our free marketing benchmarking templates, which you can download for free to help you create your digital marketing plan.
Types of Digital Marketing
Seo, or search engine optimization, is the process of getting quality traffic from free, or organic, search results on the search engines (like google and bing). It’s important that the traffic you drive to your website is relevant to your industry. If you manage to attract a high volume of visitors searching for macintosh computers while what you actually do is selling raincoats, the traffic will do you no good. Seo is one of the most important types of digital marketing. By optimizing your content for search engines, you can increase a steady stream of relevant traffic that will only grow over time. Without search engine optimization, people simply won’t be able to find you on the internet.
Pay-per-click is a model of advertising where marketers pay a fee every time people click on their ad. Basically, it’s the process of buying visits to your site, as opposed to getting them organically via seo or other types of digital marketing. Ppc is one of the types of paid search. It’s similar to sem (search engine marketing) but can also include display advertising (cost-per-click based), and affiliate advertising.
What does a digital marketer do?
Ppc advertising enables marketers to reach internet users on a number of digital platforms through paid ads. Marketers can set up ppc campaigns on google, bing, linkedin, twitter, pinterest, or facebook and show their ads to people searching for terms related to the products or services. Ppc campaigns can segment users based on their demographic characteristics (such as by age or gender), or even target their particular interests or location. The most popular ppc platforms are google ads and facebook ads.
Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that’s not what email marketing is all about. Email marketing is the medium to get in touch with your potential customers or the people interested in your brand. Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers.
Inbound Marketing vs. Digital Marketing: Which Is It?
Inbound marketing refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer’s journey. You can use every digital marketing tactic listed above, throughout an inbound marketing strategy, to create a customer experience that works with the customer, not against them. Here are some classic examples of inbound marketing versus traditional marketing:
blogging vs. Pop-up ads
video marketing vs. Commercial advertising
email contact lists vs. Email spam.
On the surface, the two seem similar: both occur primarily online, and both focus on creating digital content for people to consume. So what’s the difference?
the term ” digital marketing ” doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing. Digital outbound tactics aim to put a marketing message directly in front of as many people as possible in the online space — regardless of whether it’s relevant or welcomed. For example, the garish banner ads you see at the top of many websites try to push a product or promotion onto people who aren’t necessarily ready to receive it.
Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience’s needs, and creating valuable online content. However, that’s not to say all businesses should implement a digital marketing strategy in the same way.
In our many years of work with internet-y things, we’ve seen the massive growth in digital marketing. 20 or so years ago, you’d be a fool for investing in digital marketing. But now, you’re a fool if you aren’t. More and more businesses are pouring their marketing budgets into digital. It’s considered cheaper in comparison to print marketing and advertising on tv and radio. Digital marketing campaigns are easier to set up, run, monitor and the results are trackable and measurable in a way that non-digital marketing and advertising can’t offer. Put simply, we are truly in the digital age.