Digital marketing: Best practices and strategies for your brand
Digital marketing strategies have been at the heart of every memorable brand campaign in recent years. The right mix of channels creates a cohesive, shareable experience.
But what exactly is digital marketing? As technology advances, the definition of this term has become even broader. As a result of these advancements, users, who spend over two hours on social media daily, have access to more engaging experiences.
This article will cover the foundational channels and tactics marketers must keep in mind as they plan for success today, tomorrow, and in the future.
- What is digital marketing?
- Five types of digital marketing
- Why digital marketing is still essential in 2023
- 5 Need-to-know digital marketing tips
What is digital marketing?
A digital marketing campaign (also known as an online campaign) consists of various promotional efforts conducted online or through other digital channels. Typically, campaigns involve a variety of channels, such as:
- Social media
- Websites
- Search engines
- Paid advertisements
- Text messages
- Mobile and web applications
5 Types of digital marketing
Your marketing plan should take advantage of multiple forms of online communication to stand out in the increasingly competitive attention economy. Here are five types of digital marketing strategies you can use.
Social media marketing
Using social media to reach audiences across Facebook, Instagram, Twitter, LinkedIn, and other platforms involves many strategies.
With the total number of social media users projected to reach 4.89 billion in 2023, the use of social media has steadily increased over the past decade. As a result, brands can reach their target audience in innovative and new ways through social media through news, entertainment, connection, and commerce.
Follows, likes and views combine to create a 360-degree view of what your fans want. These insights and your other digital marketing strategies can strengthen your social system.
Content marketing
Digital marketing is a method of sharing helpful information with an audience through ebooks, webinars, blog posts, videos, etc.
You can then repurpose this content to support your social, email, SMS, and affiliate marketing strategies.
Content marketing efforts can look very different depending on your industry and goals. For example, software companies benefit less from sharing recipes and lifestyle tips than food and beverage brands (like DTC darling and Graza, for example).
All content should aim to demonstrate expertise. Expertise builds trust between your brand and its audience, making the purchase process more accessible.
Email marketing
At every stage of their customer journey, companies use email marketing to reach customers with targeted messages. Take Baboon to the Moon, and their product launch emails resemble social media posts. In a crowded inbox, bold imagery and punchy copy stand out.
On the other hand, their customer appreciation emails are plain text addressed by their founder. By doing this, the message conveys a greater sense of authenticity, which is very important when expressing gratitude.
SMS marketing
Businesses can send SMS messages to their customers and prospects using SMS marketing. To receive promotional messages via SMS, individuals must opt-in.
You have a high chance of getting consumer attention once they do. A Gartner study found that SMS response rates can be as high as 98% and 45%.
Affiliate marketing
An affiliate marketing strategy involves creators or publications promoting a product on behalf of a business for a cut of the revenue generated.
You’ve likely helped someone earn affiliate marketing income without even realizing it. For example, you might have used a creator’s coupon code during a checkout experience or bought something through an influencer’s Amazon Storefront. These are just a few ways businesses work with affiliates online and typically on social media.
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