Best Digital Marketing Approaches
Best Digital Marketing Approaches you should know!
During unprecedented times, companies struggle to retain even a fraction of their previous customers, especially at the onset of the COVID-19 pandemic. Many of these issues stem from the fact that people aren’t going out as much, or perhaps due to government regulations. Taking a step towards digital marketing might be the push your organization needs to return to regular business operations. From online advertising to Search Engine Marketing, many approaches exist, and all can serve to be an advantage for any business seeking online exposure.
Why Digital Marketing?
Digital media or online marketing is necessary to get brands, services, and products out in the open.
The number of minutes people spend daily on digital media has doubled since 2011, from 220 minutes to almost 480 minutes! That is 8 hours of non-stop digital media usage per day. Traditional media usage has also decreased to 5 hours daily, making advertising more expensive.
It is no secret that digital marketing is becoming more important than traditional media marketing. Digital marketing opens up a channel of messaging and interactions. Precise and personalized ads help have a more significant impact than blanket advertisements targeting everyone.
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Branding is a core part of any best digital marketing approach.
The most significant part of online advertising is your brand, even without the push of the best digital marketing approach. Your business still needs an identity, and to create your unique brand and ideals, capitalize on it! Make sure you are truthful about your objectives. After all, research indicates that many consumers consider authenticity to be crucial when purchasing products from brands. Consumers may be hesitant to conduct business if a money-hungry aura emanates from your company or if it appears to care about specific issues when it doesn’t. Additionally, using a constant, well-thought-out design can keep your business in passersby’s minds and is helpful for brand recognition.
Another piece of advice is to maintain brand consistency, as brands with consistent values and messaging experience a 33% increase in revenue. Another thing to consider is whether your messages are controversial, as businesses can be boycotted if they display a specific political stance that customers disagree with.
Audience Targeting
When considering marketing in general, your core demographics should be taken into account. Every business is unique; understanding your customers is the key to attracting potential customers. Middle-aged men are the core demographic for a company like Harley-Davidson that sells motorcycles. The company avoids Twitter as the customer base may not be as active on this social media platform.
The general demographic who conducts commerce with you and their characteristics, such as age, gender, interests, education, and income, should be considered most—research about what media they do and do not use using this information. Your marketing pushes should be centered around your primary customers and the types of media they consume!
Video Content
Around 20% of that time is spent watching videos. Video marketing appears to be the primary approach consumers wish to see, as roughly 80% of people say they were enticed to buy a product because of videos. If that isn’t enough to persuade, about 50% of businesses say that their highest return on investment comes from video content.
Demonstration videos showcasing products are the most effective content for any business that wants to satisfy its consumers. Videos also increase people’s time on your website, allowing them to browse your products for longer.
Email Marketing
A strategy that remains highly efficient is to use email advertisements, although you might not think so. Businesses report that email marketing has a return on investment rate of over 4000%! Perhaps more surprising is that 80% of companies prefer email marketing over social media marketing.
Email campaigns may not bring accurate results because they’re typically not segmented. Email campaigns can be segmented by customizing the emails depending on the recipient’s location, age, purchase history, and experience. Doing so has reported an increase in revenue of over 700%. Emails are also similar to websites in that people might not want to spend time on an email that isn’t stylized or has a poor design. Efforts should be put into emails, as they should be on your website.
Most emails are read on mobile devices, so ensure your emails are mobile-friendly. You do not want to get in trouble if your newsletters don’t have an unsubscribe button! Another great way to implement email marketing is through automation, which detects when a customer is losing interest and responds by sending them an email to reel them back in.
Websites
Website design is one of the most effective digital marketing approaches. You’re mistaken if you think your business doesn’t need a website. It is estimated that nearly half of all small businesses have gained more online customers since the onset of the pandemic. Not only has the percentage of firms owning websites increased from 50% to 71% in the past three years, but companies with websites are also expected to grow by roughly 25% within the next four years, outpacing companies without websites. Businesses with websites are also more credible, while businesses without websites give the impression that they’re closed.
Websites aren’t a foolproof strategy. Customers quickly judge a functional website based on a poor user interface design and leave. Hence, a website must have visually pleasing graphics for the eye. Additionally, optimizing the website for quick loading, whether through code upgrades or server improvements, is helpful because businesses lost $ 2.6 billion in 2020 due to slow-loading websites.
With this in mind, your website should include the address of your business, contact details, a list of products and services, and an About Us page, allowing potential customers to learn about your business history, credentials, experience, and other relevant information. Additionally, remember that a mobile-friendly version of your website is essential, as most people browse the Internet through their phones.
Social Networks
The company’s official social media account is the most popular digital marketing strategy. This is not surprising, considering 53% of the world’s population uses social media. It is also reported that 32% more sales are from businesses with a social media presence. Consumers appreciate having a corporate account to interact with, especially one that conveys a relatable, informal personality that customers can connect with.
Ads on social media, such as Twitter, help target specific demographics. Twitter allows you to pay to showcase your ad as a promoted tweet, reaching people who might not even follow you. However, your demographics might not use all social media, as mentioned earlier in my Harley-Davidson example. Therefore, while there is no harm in creating accounts across multiple social media platforms, it is best to participate in the social media that your target consumers use the most.
Pay-per-click Advertising
Although not an effective form of advertising for some businesses, you see pay-per-click (PPC) ads during web searches. Google Ads is the most widely used PPC system, and advertisers must pay the system owner a fee every time someone clicks the ad. The cost depends on the keywords used in the ad. Roughly 20% of businesses say that their highest return on investment comes from PPC.
Unfortunately, “click fraud” has made this form of digital marketing less popular. Bots purposefully click on these ads without making a purchase, which results in website owners incurring costs. This is particularly worrying since upwards of 36% of ad clicks are fraudulent. However, many businesses may still find it helpful if the fee is lower than the cost of the product. Examples of successful advertisers include retail, travel, publishing, and education.
Takeaway on Best Real-Life Digital Marketing Approaches
It is challenging to predict the effectiveness of digital marketing solely due to the unpredictability of human nature. This can be seen from the 2021 GameStop short squeeze, where a group of people collaborated secretly to drive up GameStop’s stock price by 1500% to punish short-sellers who borrow stocks to sell in hopes of repurchasing them at a lower price and thus turning a profit. This is not intended to reduce your confidence in digital marketing, but rather to explain any potential deviations.
According to companies, the chart provided by Statista showcases the digital marketing methods with the best return on investment. Search Engine Optimization has been left out because I did not adequately cover it. However, it would have been the highest on this list. Content marketing (such as videos) and email marketing are the most valued companies, followed by PPC advertising and social media marketing, which aren’t far behind. Display advertisements are at the bottom, which differs from PPC in that the system owner’s fee must be paid by the advertiser regardless of consumer interaction.
The best digital marketing strategy will depend on your target audience. Some people may like social media interaction, while others prefer website ads. It would be best to invest in all options above for maximum outreach rather than choose a select few. Owning and having a website designed is an essential part of digital marketing, and email marketing is the most vital type of online advertising for return on investment. Video content marketing is also very efficient.