Digital marketing is a broad term that describes any type of advertising delivered through digital channels, such as social media feeds, mobile apps and paid online ads. Website content, including landing page copy, blogs and explainer videos are also forms of digital marketing, as are pay-per-click ad campaigns and email newsletters.
Simply put, digital marketers use a variety of tools and techniques to promote products, brands and businesses online. These tools can include:
- Social media platforms
- Email marketing
- Targeted online ads
Digital marketers use complex, real-time analytics to identify the most cost-effective, efficient way to amplify online messaging for their clients. This involves researching keywords and phrases, tracking traffic to the clients’ website and social media channels, and monitoring the competition.
Targeted, Data-Based Online Marketing
Digital marketers develop highly targeted marketing plans designed to hone in on the target audience for their client. For example, a Phoenix personal injury law firm that’s looking to expand their reach may need fresh website content that’s crafted using Search Engine Optimization, or SEO, in mind. A digital marketer will analyse the firm’s web traffic and revamp the web content to target specific search terms.
The digital marketer may also recommend establishing a company blog, setting up social media feeds, and purchasing highly targeted online ads. Over time, all of these techniques will help increase Search Engine Results Page Rankings (SERPs), which means that the client’s website will start to appear closer to the top of search engine pages, and the higher a website is on the SERPs, the more traffic it gets.
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