Digital marketing implies promoting a product or service by using it digital communication channels so that the message reaches primary or target audience. Precise definition of digital marketing does not exist, but it is essential to define its goal, ie to create and maintain a connection between the company and the user / customer of its products and services. This builds trust, leads the user to the product / service itself, and gives the company the ability to improve that same product / service.
Digital marketing is driven by many campaigns that have precisely defined goals, and leadership performance is reflected through specific knowledge and skills. Digital marketing strategy is reflected in attracting as many visitors to websites that would actively participate in them, either by purchasing, subscribing or subscribing to news. Digital marketing enables you to achieve the best business results, to get accurate customers, and all investments are measurable tools such as Google Analytics and are under the control of responsible people. So, in digital marketing, ROI can be calculated in any aspect and at any time.
Digital marketing can be reduced to several thematic structures:
Search Engine Optimization (SEO) / Search Engine Optimization (SEO)
Content Marketing / Content Marketing
Search Engine Marketing (SEM) / Contextual Advertising (SEM)
Digital Display Marketing / Digital Display Marketing
Remarketing / Re-Marketing
Social Media Marketing / Marketing of Social Networks
YouTube & Video advertising / YouTube and video advertising
Email Marketing / Email Marketing
Mobile Marketing / Mobile Marketing
Affiliate Marketing / Partner Marketing
Web Analytics / Website Analysis
Split testing / A / B testing
Strategy and Planning
Customer Relationship Management (CRM) / Managing Relationships with customers
Differences between digital and traditional marketing
Digital marketing differs greatly from the traditional, but the most important difference is that it focuses on the customer rather than the retailer, offering him a personalized message and answering what he is looking for.21 In other words, traditional marketing can be sought by a customer, while digital marketing buyer Seek the company. Examples of traditional marketing are newspaper ads, outdoor advertising, television and radio advertising, etc. Prior to the emergence of new media, marketing was focused solely on sending promotional messages, but not on customer response. With the emergence of new technologies used by digital marketing it is changing these new technologies that enable all activities to be analyzed as soon as they are placed in a specific location. Although today most people opt for traditional marketing because of the fact that it has been for decades and most people have accepted it, traditional marketing has many limitations. The results of traditional marketing are severely measurable, the range is limited and requires greater costs, but the biggest problem is that traditional marketing does not allow interaction with the audience. On the other hand, digital marketing provides the ability to measure results, the audience to which the message is sent is unlimited, but at the same time there is a possibility to determine the target group, and the most important advantage over traditional marketing is the ability to communicate directly with target users, ie to develop a relationship to get information that is of great importance for business improvement
Types of Digital Marketing
The most commonly used digital media providing the best marketing solutions are:
Marketing on social networks (Facebook, Pinterest, Instagram, Twitter, LinkedIn, Google+) Optimization for web search engines (Google, Bing, Yahoo, Yandex)
Marketing on search engines (Google, Yandex, Bing)
Advertising via banner
Content marketing can be defined as a marketing tool that creates and distributes relevant and useful content to attract, attract, and recruit a clearly defined target group, and the main goal is to create new customers and profits. Content marketing includes blogs and infographics. The blog can contain different topics, from professional to those who are not directly related to the product or service, but provide potential buyers / users with content that informs and entertains them, thus building good relationships with them. The main feature of the blog is calling for two-way communication through comments on the written text.
Infographic is a format that complex messages can translate in a simpler way, and allows for a faster and easier understanding of the subject due to less text, and more images and illustrations. Marketing on social networks is an inevitable part of the communication strategy of successful businesses. It creates awareness of the existence of a service / product, and is intended to stimulate product or service thinking by the customer. Today, social networks take up such a large role that by abstaining from them, people are not able to find out the information they are interested in on certain business entities, and the subjects will not know what buyers / users think about them and will not be able to communicate with the target audience. Website Optimization consists of a series of strategies that are geared towards increasing the visibility of the site through the internet search engine. Key words in the optimization are keywords that help you better position a site and increase visits to them. Search or Pay-Per-Click (PPC) campaigns are a paid form to appear on the first page of search engines, and ads appear next to search results by keywords. It is a very useful form of digital marketing when it comes to promoting a particular product or service in the short term, and one of the benefits of marketing on search engines is the ability to track all information such as: how many clicks are clicked from which cities or countries come visitors, However, the biggest benefit is cost reduction, that is, the pay per click, and the ad delivery is completely free. Newsletter advertising or e-mail advertising becomes more and more represented. The advantages that can be highlighted are:
The newsletter is sent to a targeted, specific person or group of people
Low advertising costs
E-mail addresses can be collected from the address base of the person who visited the site or interested in getting information on products or services
Simple logging out of the email receipt list
Advertising on portals and sites with an attractive banner can be crucial to bringing potential buyers to the web site. Banner advertising is recognizable to visitors by dynamic or static images featuring advertised advertising messages to the company being advertised, while links are also visible by clicking on the banner to open the advertised website. Most of the funds are invested in banner advertising. Sponsored articles represent the form of digital marketing where by implementing the advertising functions reaches the targeted consumer group through texts that do not look like it, such as a paid article on the internet portal highlighting all the benefits of a product / service. An example of a sponsored article is the new Suzuki car that can often be seen in newspapers and web pages, it looks like ordinary article, but is actually a covert form of advertising. This book is used to show a special case where very good results have been made or when a lot of content is to be presented. It is written in the form as a manual because it is read on the screen and it is easy to draw attention to some other content and it needs to be easily accessible to all users, that is to promote it on other communication channels, such as web pages and social networks. is discussed in detail below in this paper.
Internet marketing represents the use of the Internet and other digital technologies to achieve marketing goals as a support to the contemporary marketing concept. Among the most important Internet services that are essential for Internet marketing are: social networks; emails, websites, forums, blogs, and electronic trading. The Internet is the cheapest and most efficient way of advertising. Presence is possible 24 hours a day, 365 days a year from any location in the world. Internet promotion, also known as search engine promotion, internet marketing or website promotion, refers to all the methods that an enterprise or individual conducts to promote the company through web technology and increase site and site rank. Internet promotion, however, has its advantages and disadvantages.
The benefits of Internet Promotion are as follows:
1. Possibility of direct sales;
2. Image Creation;
3. Providing extensive consumer information;
4. Encourage consumers to consume a product or service;
5. Support other forms of promotion and
6. Collecting information for market research.
The disadvantages of promoting the Internet are:
1. Sometimes there is not enough developed technology for the advertisement we want to place and
2. Absence of universal criteria for measuring the effectiveness of such promotion.
Advertising on the Internet is a process used by the Internet as a communication channel and through the same marketing activities. Elementary the characteristic of this kind of advertising is communication through a computer network.
An ad can be published according to the following criteria:
on the entire portal without special selection of a specific target group
In some rubrics or sorts of columns according to the type of audience that visits and reads them
According to the search result on the search engine
By the time of the day
week or month
According to the user
by location on the site
by ad size
According to the keyword in the search engine
by category in the web directory.
In the modern world, the number of Internet users either through the computer or via smart phones grow from day to day, so the attractiveness of advertising to the same. Such advertising is manifested in a variety of ways, most often through keywords, social networks and banners. It is considered that advertising as a form of marketing communication is predominantly non-interactive, but, as it will be shown, if advertising is used on the Internet then such a form of communication can be interactive. Interactivity is manifested by the potential consumer responding to an advertisement, most often through contact information that the company leaves. But advertising in other media is predominantly inactive. Web site advertising is used to target every web browser user. Today, it is well known that various companies are trading with consumers information. So somehow do Google, Opera, Bing, Yahoo, and other search engines to trade information about who searches, how fast and how. Using such information, companies that are advertising know exactly when to place an ad, at which “virtual place” and at what time. Social networks are also increasingly doing advertising with social network owners representing higher revenue (paid advertised place + purchase information about social network users) and goes to the benefit of online site advertisers (they fulfill the promotion goals).