Digital Marketing is one of the many fields where demand is still being sought. Apart from being easier to implement, marketing via digital platforms is considered cheaper and more economical with various convenience offers to reach a wide market share. Of course, it is an attraction for individuals and companies to invest money in digital marketing.
Digital marketing is also not something new actually. Moreover, the potential obtained is in the form of customer breadth because almost everyone has social media. Apart from increasing market share and sales, digital marketing is also able to increase awareness of products sold economically and optimally.
Table of Contents :
- Introduction to Digital Marketing
- Digital Marketing Strategy
- SEO (Search Engine Optimization)
- SEM (Search Engine Marketing)
- Social Media Marketing
- Content Marketing
- Email Marketing
- Paid Advertising
- Web Analytics
- Conversion Rate Optimization (CRO)
1. Introduction to Digital Marketing
1.1 What is digital marketing?
What is meant by digital marketing? Basically, digital marketing or digital marketing strategy is a product promotion activity in the form of goods or services through digital-based media. As previously explained, promotions through digital media are able to increase sales levels and expand a wider market share.
In fact, digital marketing is certainly not too far from regular or conventional marketing. The only difference is in the media. However, this sometimes makes it a little difficult for many people to learn digital marketing. This can be seen from the number of people looking for this article.
1.2 Benefits of digital marketing
Digital marketing has various benefits if used properly compared to conventional marketing. This makes digital marketing have high interest to this day. The following are the benefits of digital marketing.
a. Starting a Business with Minimal to No Costs
In building a business, of course sufficient capital is needed, especially in carrying out product promotions. Digital marketing can help make significant cost savings and increase marketing reach. This can be seen from various kinds of digital marketing activities today, such as creating social media, blogs or websites to promote products widely.
Business people don’t need to worry about carrying out traditional promotions which may not necessarily be effective. Advertising can be done via popular social media such as Facebook and Instagram and everything can be adjusted to suit your existing budget. The marketing capital will be smaller and can be said to be more economical than traditional methods.
b. Wide Consumer Reach
With the ease of the internet, promotions are now easier to achieve. The wider the reach of the promotion, the more potential consumers there will be who have the potential to buy the product being sold. Digital marketing is able to provide a wider and more efficient reach than other marketing.
Nowadays, cell phone use cannot be separated from everyday life. That way, digital marketing will immediately reach hundreds or thousands of people a day. Simply by carrying out promotions via social media, potential consumers can see it easily. Uniquely, digital marketing is also able to attract potential consumers from outside the region. This makes it very easy to reach a wider market so that the business can progress quickly.
c. Easy to adapt easily
A more digital world is known as a world that makes it easier to follow current trends. This makes marketing dynamic so that it will always develop. Sharing methods for using trends also makes it easier for digital marketing to reach potential buyers through various methods such as email marketing, blogs with various educational and informative content, following trends, as well as creating creative animated videos, advertising and so on. This certainly makes it easier to get the attention of potential buyers who always follow existing trends.
d. Increase consumer loyalty
Digital marketing is also able to form customer loyalty (brand loyalty). If you have a business that has many competitors, it is necessary to carry out continuous personal branding and promotions so that the seller’s products can be easily recognized by buyers. Digital media is certainly very suitable for answering this problem with various ways of attracting customer interest to encourage them to make purchases.
Usually, the content created to increase loyalty is simply humorous and creative content followed by various kinds of special promotions that can only be taken to loyal customers who regularly interact on their business’s social media accounts. So, this can provide a good relationship between buyers and sellers.
e. Personal Branding Tools
Branding is an activity that connects a product with a name to a certain symbol so that it is easily recognized by people. This can be used as a bridge to introduce the brand, attract attention, or make the business stand out more than other business products.
This can be done by creating social media accounts that reflect the business themes you believe in. It can be in the form of an attractive image, logo or header. Create various posts with various language styles that suit the target market. This is also done with other social media to market products.
Content that has been created will be more easily distributed via the internet. That way, information about brands, products and services offered will be spread easily. So that potential buyers can easily search for it.
f. Makes it easier to collect data and evaluate strategies
With the convenience of digital marketing, this also makes it easier to evaluate data and report results as evaluation material. Digital marketing makes it easier to collect various data so that you can produce analytical decisions.
The information obtained is certainly very diverse so that it can provide various new perspectives in making more optimal marketing decisions.
1.3 Types of digital marketing
Digital marketing has various types. This happens because digital marketing is a quite complex field, therefore, in determining a digital marketing strategy, you need to know the various types of digital marketing first. Following are several types of digital marketing
a. Search Engine Marketing (SEM)
This digital marketing involves search engines, such as Google, Yahoo, and others. SEM is divided into two parts, namely SEO and PPC. SEO is an abbreviation for Search Engine Optimization, which is an activity carried out to optimize digital marketing content so that it can appear on the first page of Google for free. Meanwhile, PPC or Pay Per Click is the opposite of SEO where promotion is carried out by paying money to advertising providers so that products can be at the top of the list when potential customers search for certain keywords.
b. Influencer / Affiliate Marketing
This type is done by involving other parties in the form of affiliate partners to help market the product. Influencer marketing is done by paying services to influencers to promote products to their followers on social media. Meanwhile, affiliate marketing also involves partners but only pays promotional fees if sales have occurred. This is cheaper but requires personal branding of a product that is trusted.
c. Content Marketing
As the name suggests, this strategy uses content produced with the aim of providing an offer to potential buyers. One easy way to do this is by having your own website or social media as a connecting channel between potential buyers and sellers.
d. Email Marketing
Email marketing is also a digital marketing strategy and is related to sending emails to customers. The main point of this method is not only sending emails, but also providing information to customers. So, in creating email marketing you need to use an attractive strategy so that potential buyers want to buy the product.
e. Social Media Marketing
Social media marketing is also a digital marketing strategy using social media platforms, which can be in the form of content optimization with advertising or promotion through informative content. Almost all social media platforms are able to provide services in promoting products.
f. TV Advertising
Digital marketing can also be done through mass media such as radio and television by paying a certain amount of money to be promoted. The types of advertisements also vary, from advertisements with event breaks, running text, or event sponsors. Costs spent on promotions vary depending on the TV station that broadcasts it, the time and type of advertising.