Digital Marketing is defined as marketing using digital technology tools and channels to reach potential customers. The main objective is to promote brands with digital media formats and reach the widest audience. Digital marketing channels, online channels providing access via the Internet and offline channels providing access via mobile phones (both SMS and MMS), television, etc. Digital marketing tactics take advantage of such a wide and easy access to all traditional strategies and internet marketing.
Digital Marketing and Traditional Marketing
The image shows an increase in the amount of time people spend on digital marketing from 2013 to 2014.
Digital marketing; It differs from traditional marketing with its digital tools, internet and other digital strategies, and surpasses it with many advantages. Because digital marketing techniques have measurable analysis results, specialized control tools for it, and many online and offline channels to reach the user.
By analyzing the results of marketing strategies and constantly creating new tactics in such a wide range, it offers unlimited opportunities for brands and businesses. In addition, continuous interaction with the user and direct communication increases customer satisfaction.
While this is the case, customers are rapidly turning to digital marketing channels and prefer to manage their purchasing processes through these channels. In the age of technology we are in the process of rapid digital transformation, digital marketing has a very important place.
PR and Reputation Management
For Digital Marketing people, business profile, recognition, perception of the audience is very important. In order to survive this competition, it is absolutely necessary to have a strong profile in social networking environments and online promotion efforts. For this purpose, the feature and message should be identified, promotional activities should be done by people who affect large masses and social media should be managed very well. Linking with journalists or professionals in the industry through LinkedIn and Twitter is important for the brand. Publishing press releases will allow these people to be discovered. These bulletins should be sent to relevant people in the sector and paid advertisements should not be avoided. These sharing and ads should be strengthened with blog posts.
Digital Marketing Channels
Digital marketing has multiple channels, which can be divided into online marketing channels and online marketing channels. The main difference between the two is that online marketing channels need the internet, while offline marketing channels are digital tools that do not need the internet.
Digital Marketing Online Channels
SEO (Search engine optimization) is the process of optimizing the website according to the criteria of search engines. SEO basically helps a website rank higher in search results and get organic traffic from search engines.
SEO, while optimizing the web site in the site or outside the site according to this process is divided into two as in-site SEO and offsite SEO.
A website is the focal point of all digital marketing campaigns and is a very powerful channel for digital marketing. Proper management of the website – performing on-page SEO and off-page SEO activities, making the right promotions – carries the marketing campaign to the top.
First of all, the content of the site should be designed correctly and the products and services should be explained in an accurate and interesting way. The fact that the website is fast and mobile-friendly is one of the most important factors that keep the user in the first stage. After opening the web site to implement marketing strategies here, Google Adwords, etc. to promote products through the channels of the web site carries. Even if the website is not made online trading it is known by everyone today that it is a very important investment for brand value. If e-commerce is done, you should look at the trade turnover of sites like Amazon and AliExpress to understand how important the website is. Today, people prefer e-commerce more than traditional methods.
SEM is a method where you pay to a search engine or a web platform every time your ad clicks or appears, thereby increasing your website traffic. The most common search engine marketing example is Google Ad. Ads that appear with a green ad tag or sponsored tag when a search term is entered into the Google search engine are Google Ads.
SEM campaigns can classify users based on their characteristics (age, gender, etc.), and even according to their specific interests or locations. Or it can show similar products as ads based on previous search history.
Social Media Marketing includes post sharing on various social platforms, content marketing campaigns, and paid advertising.
The focus of social media marketing is; increasing brand awareness and building social trust. In addition, social media is used as a direct selling point with its commercial business profile. Today, many people examine and buy products from platforms such as instagram, facebook.
Marketing with social media can be examined in three stages. The first stage is to raise awareness of people and increase brand and product visibility. In this way, the product or service is intended to reach the potential customer. Paid social media ads are provided and traffic density is increased. At this stage, the relevant people go to the page, the audience and the audience increases.
The second stage is to be considered. At this stage, the mass that has created awareness and attracted attention should be obtained. To get this backed up, potential customers should visit the website, install the application, or return by message.
The third stage is to take interaction. This is the last step in getting the potential customer. The aim is achieved through the purchase process, the customer visiting the store, the sales through the website.
Content Marketing refers to the creation and distribution or publication of content in order to increase brand awareness, increase traffic, generate leads and encourage customers to buy. Content forms the basis of all digital marketing channels.
The main tools of content marketing:
- Blog Posts
- Social media
Email marketing is a means of communicating with your potential customers or people interested in your brand. Email is often used to promote content, discounts, and events, as well as to direct people to the business website. Today email marketing is one of the most actively used content marketing channels. Email introductions are not spam email messages.
- Welcome customer emails.
- Blog subscription releases.
- Holiday promotions.
- Update emails are examples.
Mobile marketing means reaching the customer through mobile applications or channels in the phone. Paid ads can be used when promoting mobile apps, and you can increase the number of app downloads. It is a huge fact that mobile marketing revenues have increased excessively over the years due to mobile usage. For this situation trendyol, n11.com can be shown as examples.
Or SMS and mail ads are used by many brands and provide positive feedbacks.
E-commerce is to buy and sell products or services in the internet world and to exchange money or data. With the spread of internet every day, trade has been carried to this platform. E-commerce has become so popular, both for brands and for the customer, with a lot of flexibility, unlimited options and convenience for the user. In fact, global retail e-commerce sales are expected to reach $ 27 trillion by 2020.
Affiliate marketing is one of the oldest methods of marketing that has grown considerably with increasing use of the Internet. Basically, through affiliate marketing, other people’s products are introduced and commission is charged from each sale or customer obtained.
Some well-known e-commerce sites and many other companies pay millions of dollars per month to organizations that promote and sell their products, ie affiliate marketing. One of the most pioneering examples is Amazon.
When designing your digital marketing strategy, you need to use affiliate marketing to engage the people involved in your brand and sell your products to a commission. In other words, it is called sales partnership marketing to create a joint sales program by meeting people who already make online product marketing and brand owners. Not only do these partners provide more sales, they can be good representatives of a brand, and they can positively influence other people contacting your company. Search engines or social media ads are examples of this.
While video marketing is one of the most interesting areas today, YouTube has gradually increased and even became the most used social media tool in our country. Product reviews and demonstrations here attract the attention of the potential customer and the user trusts the shares made here. The majority of people follow their introductions here before buying products and decide accordingly.
Digital Marketing Offline Channels
TV marketing is not dead, on the contrary, it is a marketing channel that will gain momentum in the coming years. Marketers can only make assumptions based on statistics from a limited number of people. The adoption of Internet television will dramatically change this. Marketers will be able to target audiences based on a number of factors and make informed decisions about which content to produce.
Although SMS is not the most powerful digital marketing channel, it is still an effective channel. But it can be said that the effect is gradually decreasing because people prefer to use WhatsApp or Facebook Messanger instead of SMS.
However, SMS marketing can be used to get more visits to your local store.
Radio is another tool that is not as effective as other digital marketing techniques. The main problem with the radio is that you do not fully know the return on your investment. When you pay for a radio ad, you can only assume the amount of people who hear the ad based on the number of listeners that a particular radio station has.
Radio is a good channel for local businesses and for small communities that are not much affected by social media.
Billboards are considered as part of digital marketing. Electronic billboards are available in public places and are a more traditional channel in your digital marketing arsenal.
It can be assumed that there is an identifier in the region where it is located and it attracts attention.
Digital Marketing Statistics
The following graph shows the return on investment rates of digital marketing channels. According to this analysis, E-Mail Marketing is the channel with the highest ROI. This is followed by SEO and Internet ads.
The graphic on the right shows the digital environment when a brand is searched. The most valuable area of a brand is the website. 72% of people visit the website when they will search for the brand. This channel is followed by Facebook, Instagram and Youtube.
The graph on the right shows an increase in the digital marketing channels experienced during the transition from 2016 to 2017. Accordingly, the main focus was on content marketing, content marketing activities increased by 57%, followed by social media, website and seo.