Digital marketing is fundamental to businesses’ success in today’s modern era of engagement marketing. Promoting brands, products, and services online and through mobile applications is quickly becoming table stakes. So as a marketer, you must get on board. But online advertising is just the tip of the iceberg. Marketers have to dig deep into today’s vast and intricate cross-channel world to discover the most impact strategies required to build a thriving business. Search engine optimization, pay-per-click advertising, and conversion rate optimization techniques work in tandem to demystify consumer behaviors, capture customers’ attention, and turn people into loyal buyers over time. No digital marketing campaign should be without these critical activities. Let’s dig into the concept of digital marketing and how to be successful in today’s modern, complex business landscape.
WHAT IS DIGITAL MARKETING & WHY IS IT IMPORTANT?
Today’s consumers are multi-device and multi-channel, doing the majority of their own
research online before they even step foot into a store or speak to a sales person.
Buyers today are more empowered than ever before. Within several seconds they can discover
anything they want to know regarding product quality, availability, and value. Google Think
Insights found that 48% of consumers start their inquiries on search engines, while 33% look
to brand websites, and 26% search within mobile applications. Businesses have to be
ready and willing to engage with their customers on every digital platform and device imaginable.
GETTING STARTED WITH PPC
These targeted ads show up in customers’ search engine results or on websites visited. Marketers
pay a fee to a website owner or search engine only when a user clicks an ad. This method, according to Word Stream, accounts for 64.6% of ad clicks. To create a successful PPC campaign,
businesses need to establish highly focused, particular keywords and phrases in both their ad copy and on their company websites across all channels. Base your keyword choices on company priorities, products, brand messaging, and competitive insight. Destination URLs, or landing pages, need to be optimized with relevant keywords and phrases used in the ad copy for PPC to be successful. In terms of digital marketing, these keywords and phrases can be determined by using Google’s Keyword Planner, or similar tools, which provide the most popular search queries related to your keyword terms. Shorter terms and phrases are more mobile-friendly and should be prioritized. Similar to engagement marketing, pay-per-click (PPC) models rely on data gleaned from individuals’ online behavior. The PPC model is used in digital marketing to boost website traffic by delivering highly relevant advertisements to consumers online.
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