A Guide to Digital Marketing


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Digital marketing has emerged as a strategic marketing element in business promotion. Digital marketing is basically the part of online marketing, which uses digital and internet-based technologies like mobile phones, desktop computers and other electronic media and platforms to market products and services via the World Wide Web. It is also known as e-marketing. Digital marketing encompasses search engine optimization (SEO), Pay per Click (PPC) and social media.

Social media is one of the digital marketing tools used by many digital marketers. Social platforms offer numerous options to marketers for publishing information, creating profiles, and conducting promotions. The most popular social platforms in use today are Twitter, Facebook, YouTube and Foursquare.

Many companies today have realised the potential of employing infographics in digital marketing campaigns. In fact, some businesses create their own infographics or create graphical adverts and run them on infographics platforms like Vimeo, iFrame and SlideShare. The success of these types of advertisements depends on how creative the company is in coming up with captivating graphics. Most of these platforms host user-generated content, which further helps increase visibility of the campaign. Many businesses with an eye to branding use infographics and are able to deliver customised messages to their customers, thereby increasing sales.

Social media allows businesses to interact with their customers. In essence, it is an avenue through which people can share and create ideas on issues of common interest. A good example of a social network in digital marketing strategies is Facebook. This platform allows businesses to connect with their customers and to invite them to join their communities and groups. It also allows businesses to post comments and receive feedback from them.

YouTube is another such digital marketing channel which allows businesses to make short promotional videos that effectively drive in more users and generates more awareness of the brand. It does so by the simple concept of creating interesting content, which captures the attention of the target users and entices them to view it further. Businesses use video marketing in different ways. For instance, they may record promotional videos relating to sale events, product launches and guest appearances by the likes of celebrities.

While some digital marketing channels work better in certain geographies, such as for example Facebook and Twitter, others work well across a variety of platforms, such as Vimeo, iFrame and SlideShare. The idea behind each of these platforms is to allow easy sharing of images, content, and videos between users. Businesses need to learn about the specific needs of their target audience so that they can design content and video that will appeal to them. The Omni-Channel is another social media strategy, which has the potential to cross over into other areas such as print, radio and TV, which means that organizations will be able to reach a wider range of customers and generate new sales leads in the process.

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