Digital marketing, also known as online marketing, is all those electronic ways that a company uses in order to communicate the message it wants. Digital marketing includes different kind of tools and at the same time new tools are constantly being added. Some of the most well-known tools that a business can use are social media marketing, email marketing, mobile marketing, search engine marketing (SEM), search engine optimization (SEO), content marketing etc. Nowadays different jobs linked to digital marketing can be carried out remotely. They do not need a specific physical location. An individual can develop in digital marketing while traveling around the world and earn money thanks to their remote employment.
People are spending more and more time online. They are carrying out a range of tasks, including shopping, searching for information, reading news, watching videos, using e-mail, booking holidays, and using social media. They are also using a wider range of devices such as laptops, tablets, and smartphones. This allows them to be online anytime, anywhere. What this means is that people are spending less time using traditional media, such as print and television. Businesses therefore need to get online in order to reach both their existing and potential customers. They need to engage in digital marketing in order to promote and sell their products and services over various online channels.
Today, almost every day, we hear such concepts as “social media”, “social media platforms”. Let us find out what each of these concepts mean. There are various definitions of social media in the Internet environment. Some examples: Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration. Social media are computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks. As we can see, the key words in these definitions are “online communication”, “sharing of information”, “collaboration”. These also express the main essence of social media.
Social media is a very broad concept that includes both platforms and networks. Social media types are websites and applications decided to forums, microblogging, social networking, social bookmarking, social curation and wikis. The difference between digital marketing and social media is that social media is just one of the available channels of digital marketing. Many people believe that by engaging on social media they are doing digital marketing. This is not 100% true as there are many more components that make up a digital marketing campaign.
E-mail marketing is a direct marketing method based on e-mailing. It could be compared to direct mail and the placement of an advertisement message in the newspaper. However, unlike these types of marketing, e-mail marketing is based on permission. You will not be able to send an email if the recipient has not signed or authorized you to send him/her marketing messages. But it does not mean that no one will receive your email. On the contrary, it will ensure a high-quality, long-lasting relationship with those who will be willing to receive letters about new products or services, information on training opportunities or useful advice in a specific field. In the case of a well-designed e-marketing strategy, your potential customers will become customers and customers will become loyal customers.
But the guarantee of the relationship will be e-mail marketing, because it, unlike other types of marketing, can ensure lasting and loyal relationships. However, building relationships is not the whole truth about the vast e-mail marketing capabilities. Modern technology offers a lot more options. Online e-mail marketing programs offer opportunities for processes automation. This means that the subscribing and unsubscribing of the beneficiaries are automated. Segmentation of recipients, process of sending letters and calculating statistics are also automated. The cost of using these services is small, as, unlike mail, paper is not used to send mail, as everything is sent electronically.
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. Mobile is disrupting the way people engage with brands. Everything that can be done on a desktop computer is now available on a mobile device. From opening an email to visiting your website and reading your content, it’s all accessible through a small mobile screen. Statistics definitely speak in favor of mobile marketing
Search engine marketing (SEM) includes ads that appear in search engine results pages. This is known as pay-per-click advertising (PPC), as you only pay when someone clicks your ad. Search engine advertising enables you to reach customers at the exact time that they are searching for your product or service. It also allows you to target customers effectively by specifying exact search terms and location. For example if you are a local business you can reach only customers in your area. SEM platforms allow you to create advertising campaigns to target your audience when they are searching online. The two most common SEM platforms for search engine advertising are Google AdWords and Bing ads.
Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results. It is often referred to as “natural”, “organic”, or “earned” results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers. SEO may target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines.
SEO differs from local search engine optimization in that the latter is focused on optimizing a business’ online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. It is based on an online form of marketing, search optimization or search marketing. This includes the creation of web sites and the maximum application of its content to the demands of search engines and searchers themselves on the Internet.
Content marketing involves the creation and sharing of free, relevant and valuable content to attract and convert leads into customers, and turn customers into repeat buyers. It has been used in marketing for over a century. When in 1904 the food company that produced Jell-O distributed free cookbooks filled with Jell-O recipes to households door-to-door. Content is very effective in digital marketing and can take many forms (infographics, videos, guides, meme, lists, blog etc.)
When a service or product is already publicly available, questions arise about the popularity, availability, or competition of the service or product. It is also important to understand whether the set objectives are fulfilled, whether production and sales are in line with the plan, what are the ratings, who are your customers, what are the customer’s habits, how to identify new customers, develop new products, and offer services. Thanks to modern technologies and tools, it is possible to clarify these questions through social networking analysis.
Experience shows that often the company only subjectively assesses what its audience might be. But the audience tends to be quite different from what we imagine. This is especially true in cases when the company does not have any direct contact with its customers, and everything is done remotely. In such cases, companies with a desire to increase their number of customers choose to advertise themselves on different channels, and often spend a lot of money for that without knowing whether the ad is properly targeted or it has produced the desired results.
The key word in this case is the effectiveness. Analysing the results of the campaigns you can find precisely the way that produces the greatest results at minimal cost. A similar situation is not only to attract customers. It is also to avoid losing them after having spent various resources, time, money and energy. Despite large investments, for unknown reasons, customers disappear and do not take the desired action. The situation can be greatly improved by analysing data. The answers to the questions – what and how to do can be found. One of the tools used for data analysis is Google Analytics. Its dataflow source reports allow to evaluate and analyse e.g. search or referral data flow of different sources. With Google Analytics, you can determine which content is popular on the various social networks.
While discipline and professionalism are part of the DNA of any successful digital marketer, at heart, we’re all still creative people with a story to tell. Whether we do it through written content, graphic design, web design, analytics, or project management, digital marketers are always trying to push through, to see what new things they can accomplish. The problem is, sometimes that can’t always be pigeonholed into the rigid mindset of the office environment. This is where working remotely can work to our advantage, both in terms of how we work, and how we collaborate with our coworkers. Here are four reasons that remote work can make you more creative, and provide you with a better work experience.
While many think that working from home must hurt productivity, studies have shown the opposite to be true. Remote work forces people to be more independent and self-directed. Asynchronous communication through Instant Messaging and video conferencing actually allows people to communicate more efficiently. Instead of wasting time walking from desk to desk, and dealing with outside interruptions, you can get answers with a few clicks of a mouse.
Additionally, when you work in an office, your co-workers all live in the same geographic area. The available talent pool is restricted by geography. When you run a remote office, your co-workers can be the best candidates from around the country—or the globe.
One surprising benefit of remote work from home is that it gives equal credence to different personalities and communication styles. That means the loudest person at the table doesn’t always have the last word. It also has been shown to reduce unconscious bias in the hiring process. Remote workers are judged by what they can do, rather than what they look like. When that happens, everyone succeeds.
When you work remotely from home, you feel more human. You’re surrounded by familiar things. This let you focus on the task at hand without the distractions or the sterility of the office environment. When you can step out of the rigidity of an office schedule, you can work in a way that is authentic to you. When that happens, work stops feeling like work.
Unlike some businesses that are reliant on having physical premises from which to operate, digital marketing agencies have a distinct advantage in that the majority of their operations can be carried out remotely. Digital Marketing agency, Seed Publicity, discusses some of the barriers and concerns associated with managing a remote agency team. They also explore how to implement procedures and best practices to ensure they remain operating efficiently while simultaneously nurturing company culture and wellbeing.
It is not easy for everyone to adapt to remote working. Especially if they are used to being in a bustling, sociable office. However, by being sensitive to this and adopting an open and honest approach from the outset, you can help to ensure your team feels able to communicate any issues they face and feels supported in their new working environment. By fostering a positive and encouraging attitude, the team is much more likely to work together well. It will also feel reassured that they can continue to carry out their role from home and that the agency is facilitating this.
Making sure that the team has all the tools that they need to work productively is essential. Being able to operate effectively from home means that any equipment and software must be accessible. Also that any employees who need training in various programmes are given the time and resources to do so. Your team may have to adopt a slightly different approach. They won’t necessarily have access to the same equipment as they did in the office. It’s essential, therefore, to be flexible, creative, and have a problem-solving mentality. This way you can ensure that the business can continue to operate as it should and overcome any challenges that may arise.
When working remotely, it is hugely important to have processes in place and to set expectations for the team. Over-communicate and make sure that the team checks in with each other regularly. Set up clear, incentive-driven objectives, and monitor progress. To do this, business leaders must continue to track individual and overall task progression to ensure targets are being met and the vision and goals of the team are aligned. Transparent processes are also critical and will provide a seamless day to day operation of the business.
It’s also crucial to acknowledge that different people are productive at different times. So leaders must be flexible around working hours to keep employees self-motivated. Maintaining morale is a considerable challenge in remote working. Business leaders should provide stability, advice, and solutions. It’s also well worth remembering that a little fun goes a long way. Setting up a weekly team quiz, for example, can keep the team feeling socially connected and boosting team spirit.
While remote working might not be ideal for many businesses, it is by being agile, adaptable, and flexible. Agencies can be well prepared for the challenges this brings. So businessess can come out of the other side feeling stronger, more robust, and better connected as a result.