Digital Marketing refers to the promotion of products and services by an organization through various web enabled platforms like mobile devices, search engines, social media platforms and various other online paid platforms like Google Ads. Digital marketing has gained importance in the current times because it allows an organization to understand the interests and behavior of its current customers and prospective consumers. This kind of analysis allows an organization to make strategically correct decisions based on their understanding of the ROI (Return on Investment) of their various promotional efforts. Its advantage lies in providing a two-way engagement between the organization and the customer.
Tools for Digital Marketing
Creating the right Digital Marketing strategy requires an optimum use of various Digital marketing channels, which are also known as the required tools for crafting the right strategy. Let’s take a deeper look into the various tools needed for Digital Marketing.
Digital Marketing
Courtesy- Knowledge Merger
Optimizing the website or Optimizing User Interface
An organization’s website is the key factor that helps in creating the right presence for various products and services offered by an organization in the minds of the consumers. If the website of an organization is not optimized or provides a poor user interface, then the visitor will definitely leave the website without having a proper look at the various offerings of the company. Take the example of an e-commerce company like Amazon. Amazon would like its website visitors to have a premium visitor experience, increased repeat visits, and higher conversion rates. The journey of the consumer from product selection to payment should be smooth and enjoyable. The whole focus of website optimization lies on providing the customer with a delightful user interface throughout his or her user journey on the site.
Search Engine Optimization (SEO)
Every organization wants to improve its presence on search engines like Google or Yahoo by making an optimum use of various SEO techniques. SEO is the key factor in deciding the ranking of a website on the search engine results. SEO is used to bring quality and relevant traffic to a website. This can be done with the use of various SEO techniques like using the right keywords, putting up quality content, and by using images with the right Alt Txt Tag. Yoast as an SEO platform provides its users with a mix of various tools like focus keyphrase, meta description, and SEO title to focus on the correct SEO settings for their various website pages. For the SEO purpose it is also important to check the keyword density of the page so that it lands higher in search engine results. Search can either organic or paid, but the use of right keywords and creating the right landing page is important to increase the search engine presence of a website.
Social Media Marketing
We all know the importance of social media marketing in digital marketing. Facebook, Twitter, Instagram, Pinterest, and LinkedIn are some of the most popular social media platforms. Digital Advertising through these platforms has become an important part of the marketing efforts managed by an organization. Companies need to be present on these platforms and the content needs to be updated on a regular basis. These platforms have a very wide audience base and targeting the right customers with the right content on these platforms is an important part of the social media strategy of any organization. Social media sites are a powerful tool for digital marketing, as they allow the users to create communities and interact with each other. An organization can benefit by being an important part of that user community and can create a social media strategy that creates space for a two- way interaction with the clients. Social Media Marketing strategy can be used to reach new users or to create an awareness for a newly launched product or service. The data generated through these various social media platforms can be used to understand user behavior, interests and the future trends in marketing.
Display and Video Advertisements and PPC (Pay-Per-Click)
We all know how important is paid advertising for digital marketing. Google ads and various other paid advertising platforms like LinkedIn offer a huge opportunity for the organizations in terms of improving their search visibility on search engines. Google Ads offers a full suite of paid digital advertising services, where the organizations can use the right mix of Search, Display, or Performance Max Campaigns to create an excellent SEM (Search Engine Marketing) Strategy. Search engines like Google, Yahoo, or Bing work on PPC strategy. Instagram reels and Pinterest Boards are the most popular next gen tools, and they are being used by most of the known organizations to communicate the right message to its customers.
Content Marketing
Content is king when it comes to digital marketing, but is it correct to focus all your efforts on creating the right quality content? An organization should create the right quality creative content, but it should also focus on the marketing of that content. Contents can be found in varied forms like Company Blogs, newsletters, Facebook posts or Tweets on Twitter. An organization can use the right Content Marketing strategy to create quality content that can deliver the right message to its customers.
Artificial Intelligence (AI) in Digital Marketing
Companies all across the world are using chatbots to communicate with their customers. It looks like their 24/7 customer service centers have evolved into chatbots. AI is a replication of human brain and can be used to perform routine tasks for an organization. AI is being used in digital marketing to share the load and minimize the efforts of the people involved in digital marketing. Amazon and other ecommerce companies are using AI to reach out to customers who have interacted with their website but not made a purchase. The use of AI in digital marketing will help the organizations to use their manpower for more important tasks involved in digital marketing.
Web Analytics
Web Analytics is used by the organizations for measuring the ROI of their digital marketing efforts. Different metrics like CTR, CPC provide the organizations an insight into the direction in which their digital marketing efforts are moving.
Email Marketing
This digital marketing tool requires creating and posting newsletters to customers who are interested in your products or services. An organization can set up a regular frequency for mailing these newsletters to its customers, so that they get the latest information about the organization on a regular basis.
These Digital marketing tools are an important part of an organization’s Digital Marketing Strategy. Google Analytics, Google Search Console, Get Response, Google Ads Editor, Moz and SEMrush are some of the platforms that can help you in creating the creating the right digital marketing strategy with the help of these tools.
