Have you ever seen a digital marketing expert at work? He stares at the monitor for hours, clicks and types. Anyone who doesn’t know thinks that he is busy talking, but at the same moment he is staring at the monitor and drinking his coffee, he is busy selling millions or even billions. What a good job, isn’t it? Do you also want to know what digital marketing is and what exactly it does? So let’s go on time…
In this article, you will read: What is digital marketing? What are the main digital marketing channels? And finally, what parts does it have?
What is digital marketing or digital marketing?
Digital marketing in one word means marketing with digital tools.
In general, any work in which you use digital tools (such as email, website, SMS, etc.) to advertise, sell, survey or introduce your products or services is a type of digital marketing.
Why digital marketing?
Traditional marketing methods are still used. They still distribute tracts, put up billboards, and run TV commercials. But if you look around, you will hardly see anyone who picks up and reads the distributed tracts and then decides to call.
In the car, except for the driver, who is focused on driving, the others usually have their heads on their phones. Who will see those billboards when no one is looking at the road?
No one denies traditional marketing, but now nearly 5 billion people around the world spend time on the Internet for shopping, learning, entertainment, and even work. If you want to reach these people and attract their attention, digital marketing is important and necessary for you.
There are several major advantages of digital marketing:
It has various methods and tools
It is more cost-effective than traditional marketing methods
In digital marketing, your playing field is the same as big brands and you have the possibility to compete with the big ones in your industry.
Digital marketing can be measured and analyzed.
You can target and select the audience and make targeted advertisements.
Changing your digital marketing strategy is easier.
In digital marketing, the conversion rate and the quality of the leads are higher
There is a two-way interaction
Outbound and inbound marketing: two general approaches to digital marketing
We have two general approaches in digital marketing: outbound marketing and inbound marketing.
Outbound marketing simply means “we go to the customer first.” For example, when you pass a store and the salesperson tries to lure you into the store, or when a commercial comes on while watching your favorite program, that business has actually come to you. Methods such as ad reporting or banner ads are a subset of this type of marketing.
What are the main digital marketing channels?
You can implement digital marketing through different channels and media, which fall into the following three categories.
Website and online store:
The website is your main customer base! You can no longer attract customers like traditional businesses by hiring a smooth-talking salesperson! So you have to make the customer attracted to the website itself.
A successful digital marketing strategy starts with building an attractive and functional website! Three things are important in the digital marketing process of your site. User interface, user experience and responsiveness.
The user interface or the so-called UI means the appearance of your site. Adobe announced in its research: “If the user interface of your site is not beautiful, 38% of users will leave it regardless of the content of the site.”
The second thing you should pay attention to is User Experience or (UX) for short. If I want to say it personally, user experience is actually the feeling that the user has while working with your website.
For example, if your website is too slow or it is difficult for the user to find an important option, he will definitely have a bad memory of you. But if everything is beautifully in place, they will definitely spend more time on your site. In general, the more you can increase the time users stay on your website, the more likely they will buy.
Another thing that I should mention here is the issue of reactivity or responsiveness of your site. If your website is designed in a responsive manner, it adapts itself very quickly to the size of the user’s page so that your content is displayed correctly; But otherwise, messing up the appearance of the site will cause users to run away.
Content marketing
Content has an impact on the success of your digital marketing. We said that the buying habits of customers have changed, and now most people are looking for reliable and useful information before making a purchase to make their choice accordingly.
There are many sources for finding this information. But who is better than you? You can definitely introduce your product better than other people! This is where you should use content marketing. But what does content marketing mean?
There are different types of content; Such as text content, video content, image content. But to start a business, textual content is more important because it is widely used and Google pays attention to it, so focus on this part first.
To have a great blog, pay attention to the following:
You should do keyword research to find out what topics users are searching for these days. By focusing on these words, you can be seen on Google’s SERP and bring many users to your site.
2. Predict the result of your ads with artificial intelligence!
Advertisements are expensive and we all know this; So if you are not sure of the effectiveness of your ads, you will end up losing money. Even worse than that! Poor quality advertising may turn customers away from your business. Fortunately, here too, artificial intelligence descends like a savior and helps us to make sure that our money is spent wisely. how about
Artificial intelligence has all the ads that have already been done on Google and their results in its memory; That is, he knows very well which types of advertisements have been more successful and which ones have not touched the hearts of users!
So, according to this information, it compares your ad with past ads and tells you how successful your ad will be based on experience.
3. Design your site without the need for human resources
Did you know that there is an artificial intelligence platform called The Grid that will design your site by itself? A site that can design itself without any help from humans is definitely commendable!
By using this site, you no longer need to spend time or money on designing your site. You just need to know how to use artificial intelligence to do it for you.
4. Provide a special shopping experience to the user with artificial intelligence.
When it comes to marketing, “personalization” is a very important issue. Every user should have a personalized experience from our site.
For example, imagine Elnaz entering a clothes shopping site. The artificial intelligence on this site guesses her interests and tastes based on the searches she has already made on the Internet and the data available about her (including age, gender, etc.) and suggests clothes that suit her. according to his taste.
A robot will serve Elnaz as her personal assistant on this site and will talk to her in a chat box and ask her questions so that she can guide her better.
If Elnaz needs something special or has a question, she will share it with the robot. Imagine how much Elnaz would enjoy shopping from such an advanced site that offers her a personalized experience!
No store can offer each customer a separate personal assistant who knows his taste and guides him. But this work is possible today with artificial intelligence, and you can make the shopping experience from your site as convenient and attractive for customers.
2 incredible but real examples of the use of artificial intelligence in providing a special shopping experience!
Artificial intelligence is even able to show different clothes on the customer, without the need to wear them! There is also an artificial intelligence platform called AI hairstyle online free where you enter your photo and the artificial intelligence tries different hairstyles on your head.
In this way, you can easily see which hairstyle and which color suits you; That too without really needing to take a risk and try it in the real world. This is the miracle and application of artificial intelligence in digital marketing!
5. Provide fast and excellent support
Suppose you ordered a product, but the product was defective. When you want to call support to return it, you have to wait on the line for 15 minutes! Imagine how disappointed you will feel in this situation and how much that store and that brand will lose its credibility in your opinion.
Now, what would you say if we told you that artificial intelligence technology is very easy to support? It is enough to have a robot on your site that will ask the customer the problem very quickly when he enters the site. The customer easily chooses the option “I have received a defective product and I want to return it” and that’s it! It is so easy to provide excellent and fast customer support with artificial intelligence.
This work is possible with artificial intelligence and even some sites are using it.
6. Create content faster and smarter with artificial intelligence
One of the applications of artificial intelligence in digital marketing that has made a lot of noise these days is the use of artificial intelligence tools in content production. Let’s see how artificial intelligence helps us to create content.
Get captions from artificial intelligence
Have you ever wondered what caption to write for your Instagram posts? Tell JPT chat the exact topic of your post and ask it to write a suitable caption for your post. Even if you don’t like it, you can tell him to edit it and write a more exciting and better caption.
There is another amazing AI tool called Otter.ai that suggests relevant and interesting captions for your posts.
Get the relevant hashtag ready for delivery
In this case, ChatGPT will find the most relevant and best hashtags for your Instagram post and make it easy for you to create Instagram content. Just write the subject of the post for this artificial intelligence and submit your request.
RiteTag is another artificial intelligence tool that informs you of related hashtags according to the topic of the post. By optimizing your hashtags with the help of artificial intelligence, you will be seen more and your chances of going viral will increase a hundredfold.
You don’t run out of ideas with artificial intelligence
Many times it happens that we don’t have an idea for a story, video, or blog text, and we don’t know what to create content about. Well, as long as we have artificial intelligence, we will not be sad. We can go to ChatGPT again and say, dear and very stylish, I want you to post about my new product.
SEO (SEO); From none to link one
The position of SEO in digital marketing
We assume that you have created your site and uploaded its content; How should users find your site and read its content?
This is where SEO comes into play. SEO means site optimization for search engines. When the site and its content are optimized for search engines, you will be in the first positions of the user search results (on the SERP page); And obviously, the higher your position in this list, the more audience will be attracted to your site. Attracting more audience equals more sales and more profit.
A large portion of those who land on your website come from Google. If I want to give an approximate number, more than 50% of the input of most websites is from Google. Since the topic of SEO is so important and vital, we have written many articles about SEO in Navin. You can find the garlic to the onion of SEO in the articles on the SEO page in Novin Academy. If you are a beginner, we recommend starting with the article Understanding SEO.
Social media marketing
Social Media Marketing in Digital Marketing Please answer this question: How many people do you know who do not use any social media? In my case, more than 90% of the people I know use at least one social network such as Instagram or Telegram.
You have to be where the people are. Your page in social networks is like a shop for which you do not pay any rent, but you can reach a large number of customers.
In general, being active on social networks (including Instagram, LinkedIn, Twitter, and Facebook) increases your audience and has long-term effects on branding and advertising. For example, many big and small brands, in cooperation with Instagram influencers (influential people on Instagram), place their products in people’s minds and encourage them to buy.
Email Marketing
Email Marketing Makes Your Digital Marketing Successful In 2014, McKinsey and Company conducted a study on email marketing. Interestingly, the result of this research has shown that for every unit of money invested in email marketing, 40 times the return on investment is created; Of course, email marketing is a bit more sensitive than other digital marketing methods. Why?
Because the number of spam emails sent to users is very high. Therefore, if your email does not contain valuable and important content for the user, it will most likely end up in the trash! Therefore, you should be double careful about the sending time, number and content of your e-mail so that users do not consider your e-mail as spam.
The content of emails is different in every business, but in order to have a more successful performance, we have some suggestions for you according to our own experience:
Welcome email when signing up
Send special offers
Thank you email after downloading and suggesting similar content
Please click to see website design examples.
SMS marketing
Due to the wrong use of SMS marketing by some businesses, the idea has arisen that sending promotional SMS is useless and people don’t pay attention to promotional SMS anymore.
Well, this notion is completely wrong. SMS is a great communication tool. A simple and fast tool that allows a strong communication bridge to form between you and customers. SMS marketing is one of the most effective and low-cost methods in digital marketing, and its great impact on branding and increasing sales is undeniable; But on the condition that you are familiar with its principles and know the correct way to use it.
Digital Advertising
Digital advertising is one of the most basic pillars of digital marketing. The main difference between digital and offline ads is that in this type of ads, you can accurately measure the performance of your ad and optimize it.
In digital marketing, businesses advertise in several ways, which we will explain one by one below.
Google Ads
If you want to be on the first page of Google results overnight, there is one way, and that is nothing but using Google ads (known as Google Ads).
Google ads are divided into two categories:
Display ads: In this method, your ad will be displayed on Google partner sites and applications (such as YouTube).
Search Ads: Google will display your ad on its search results page (SERP).
In general, advertising in Google is done in the form of clicks or PPC. For each click, an amount will be deducted from your account and your ad will be in the search results until your account is fully charged.
The biggest advantage of Google click ads is the ability to precisely target users. That is, you can specify exactly for whom and when your ad will be displayed.
If you look carefully, you will notice the “Ad” tag next to this type of result, which indicates that this result is part of the paid results.
Although Google ads are one of the most effective and targeted advertising methods in the world, be careful that Google ads do not replace SEO in any way, because your ad will be displayed until you pay. So, besides using this method, don’t forget SEO.
Advertising management in Google itself is a specialty and job in the field of digital marketing.
Advertisement Vertage is a form of advertisement that is presented to the audience in the form of an article or news report (and with a neutral tone); In such a way that the audience does not notice its advertising aspect at first glance and imagines that they are reading a normal article. This neutrality of the tone of the report helps to gain the trust of the audience.
Advertisement report
Advertisement reportage is a form of advertisement that is presented to the audience in the form of an article or news report (and with a neutral tone); In such a way that the audience does not notice its advertising aspect at first glance and imagines that they are reading a normal article. This neutrality of the tone of the report helps to gain the trust of the audience.
In this advertising method, companies usually prepare a report or an educational material in order to brand or introduce their business and products. In the next step, this report is submitted for publication to news agencies, reputable websites and related to the brand’s business. Then, these sites publish the article by getting paid.
Influencer advertising
Influencer advertising is a marketing method in social networks; Businesses want an influencer and popular people on social networks to introduce their product, service or brand and through them, they deliver their message to a large number of audiences.
Matched ads
Matched advertisement is a type of banner advertisement that is similar to the content or content of the host. The host site places your ad next to the other contents of its site and integrated with its format; This makes the user trust the content more and not ignore it. By clicking on this ad, the user will be directed directly to the home page of your site or wherever you have linked.
Banner ads
Advertisements When you enter the most visited sites, you will see the margins and around it, photos and advertising images that stand out with attractive designs. These are banner ads. Banner advertising means that you buy a banner from a site for a certain period of time to place your ads in it.
Notification ads
I’m sure you have come across this notification advertisement a lot. Sometimes notifications of new products or content are shown on your system without even being connected to the Internet. This type of advertisement is notification advertisement, which is also known as push notification. Of course, in this type of advertisement, permission is requested from the user to send the notification.
For example, at the top of the site, you will be asked if you want new discounts to be sent to you. If you approve the push notification, it will be activated for you.
Interaction, interaction, interaction! Digital marketing trump card
Interaction is an extremely important topic in digital marketing. Why? Because everything is virtual and I am a less trusting customer, I may have doubts and…
Dealing with the customer makes this trust stronger and the customer goes through the purchase process more easily. In fact, the basic interaction with the audience is to encourage them to buy and maintain them.
Businesses use different tools to interact with their audience. One of the most important is interaction in social networks, as you know; They like, comment, ask questions and…
In the world of digital marketing, there are several other important tools for engagement:
SMS: As we said, SMS is a simple and fast tool that forms a strong communication bridge between you and your customers. SMS is not just for advertising. All notifications from the stage before purchase to after delivery are done by SMS.
Email: Like SMS, email is a means of communication with the audience and has the same functionality, but with more features and a more beautiful appearance.
Notification: Notification can also be a model of communicating with the audience, because you announce new news and updates to the audience.
Online chat: Online chat is a service that is placed on your website and your customer can communicate with your support or sales team and raise their opinions, questions and criticisms.
These were the 4 most important tools that businesses use directly and indirectly to interact with customers.
digital analysis; Monitoring the path of digital marketing
Even if you do all the different parts of digital marketing in the best way, without analysis, you will not be sure of anything. One of the biggest advantages of digital marketing is the detailed analysis of user information and behavior. You can see detailed statistics of users, their behavior, and the results of your strategies using various tools. Something that does not exist in traditional marketing at all.
Two analysis tools in digital marketing that you know well are Google Search Console and Google Analytics. These are two tools for Google, which loves data and analyzing user behavior.
Google Search Console
Search Console is a tool that monitors and diagnoses the presence of websites in Google search results. With Search Console, you can see what keywords users enter your site by searching, how your pages rank in the search results, and whether or not your website is in good condition according to Google.
Google Analytics
Google Analytics is the most important analysis tool in digital marketing that every webmaster should know.
With this tool, you can obtain the behavior of users on the website, visits, the amount of input from different sources, advertising campaigns, geographical location and in summary everything you need related to the analysis and monitoring of your users.
What does digital marketing actually do?
Do you remember the last product you bought online? We assume you are looking to buy a mobile phone to see what role a digital marketing expert plays in this buying process.
Step 1: Search
According to statistics, more than 60% of people who have access to the Internet search about that product on the Internet before any purchase. This search can be an information
Be it simple price or deep research.
If you are not a phone enthusiast and do not know about the new models released, you will try to find a list of selectable models by searching terms such as: “the best new phones”, “the best mobile phone under 5 million”, “Samsung phone 2020”.
The role of digital marketing at this stage can be divided into several parts. First, he must have prepared and published articles or videos according to your needs. This part of the work is content-based marketing. Secondly, the website or any other type of platform that is considered for publishing content must be SEO. In simple words, it means that the page or website ranks high among thousands of Google search results.
Second step: comparison
Now that you’ve read a few lists and guides, it’s time to compare models. You search the names of the three proposed models. In the search, you click on the first link, which is an advertisement. Advertisements inside Google are managed and executed from the Google Ads service. A digital marketing expert can optimize ads so that they are displayed among the search results in a targeted manner to potential customers.
Usually, we do not settle for one result in searches and open several tabs at the same time. When there are multiple options, details matter. At this stage, the digital marketing expert must make sure that the information required by the user is available and that the overall user experience is satisfactory. This is where design, experience and user interface skills come into play.
In addition, with the help of digital analysis tools such as Google Analytics, it is necessary to understand from what sources users enter the website, what they do and what makes them stop buying.
The third step: Persuasion to buy
After all the research, you reach a final choice. You also check the prices, warranty and accessories and finally decide to buy from a not so famous store.
In the purchase process, things go well and you receive an SMS that confirms the order registration.
The fourth stage: customer loyalty and return
You are satisfied with the phone you bought and everyone asks where you bought it, you tell the name of the online store. Suppose you have not bought glass and frame for the phone. On the same day, you will receive an SMS from the online store that the glasses and frames of this model have been discounted by 30%. You can also order glasses and frames from this store. They have also put a link to the store’s Instagram page in the SMS advertisement; After looking at the Instagram page, you like its content and follow it.
At this stage, the digital marketer tries to attract previous customers to buy again by sending messages, advertising, managing social networks and developing online sales campaigns.
So, in general, a digital marketing expert, together with other specialists, tries to sell or provide services on digital platforms in the best possible way.
