What are the core concepts of digital marketing?

DSM Digital School of Marketing - digital marketing

Times are changing, and so is the way customers engage with advertising.  Digital marketing is an essential component of a comprehensive marketing strategy.  It involves strategies that are via an electronic device and the internet.  Below are some tools which are used to deliver exceptional, effective digital marketing campaigns.

SEO (Search Engine Optimisation)

Search Engine Optimisation has become a popular term associated with digital marketing.  Using various methods to optimise a website will give it higher rankings on search engines such as Google and Yahoo.  This can increase traffic and engagement on your website.  Google utilises a sophisticated algorithm to determine your website rankings.  There are several simple changes which can be made to a website to improve rankings:

  • Presenting original content such as blogs.
  • Site usability, especially on mobile devices.
  • Make use of keywords that are relevant to your business.
  • Backlinks to your website.

Social Media Marketing

Creating content and interacting on a social media platform can increase your audience and brand awareness.  Popular platforms include Facebook, Twitter, YouTube, and Linkedin.  By using these, you provide content that can be shared for increasing exposure.  It is a simple method of information propagation.  It will also create a sense of brand reliability with the consumer, through seeing people they trust endorse your business on social media.

 Influencer Marketing

Social media influencers cultivate and grow their following.  They also create a sense of trust and loyalty with their followers.  Working with an influencer can bring your business to their followers.  Content options include a social media post, blogs, or product placement through a YouTube video.  By partnering with relevant influencers, it is a sure-fire way to get your business out there and cement brand trust online.

Pay Per Click (PPC)

This is essentially a way of increasing website traffic by paying for it.  It contrasts with SEO, which is organic (unpaid) traffic.  You pay per interaction (click) made with an ad.  There are two predominant PPC channels to utilise:

  1. Google Ads

Google Ads improves your website visibility on a Google search query. It allows you to create an ad campaign linked to specific relevant keywords.  It can also incorporate Google Maps, which will promote your business based on location.

  1. Social Media

Platforms such as Facebook analyse and track user activity.  Ads are targeted at a relevant audience of your choice.  There are different pricing options available to suit your business needs, and you can really drill down your targeting to only appear for specific individuals.

Email Marketing

Sharing relevant content with a subscribed list can promote your business offerings.  Emails can be informative or create a call to action.  Engaging content builds brand awareness, and emailers have some of the highest open rates in digital marketing.

These are only some of the methods that should be included in an effective digital marketing strategy.  Identifying KPIs, implementing digital marketing tools, and then measuring their effectiveness are core and will undoubtedly lead to success.

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