Digital marketing or online marketing is any strategy to promote a brand, product, or service on electronic devices. This can be a computer, laptop, smartphone, tablet, and any other devices that can be connected to the Internet. In essence, digital marketing is a way to connect and influence your target customers through Internet advertising. It covers blogging, eCommerce, email marketing, pay-per-click, and social media advertising. Among the common assets of digital marketing are:
- A business website
- Branded assets like a brand’s acronym, icon, logo, slogan, etc.
- Branded images like company photos, infographics, product shots, etc.
- Branded videos like product demos, video ads, etc.
- Online products or tools like AR try-on, interactive content, SaaS, calculators, etc.
- Social media pages
- Written content like blogs, eBooks, product descriptions, testimonials, etc.
According to a digital marketing speaker Hong Kong, digital marketing is more cost-effective and reaches a larger audience than traditional marketing. Through it, brands can track campaigns daily and control their ad spending based on ROIs. They can also target global prospects who have higher buying intent which can result in more sales. It also levels the playing field among big corporations and small businesses. Social media agency Hong Kong notes that social media platforms balance advertising and marketing among all users.
As of April 2021, there are around 4.7 billion global Internet users. That is almost 60% of 7.863 billion people in the world. This means that digital marketing is very important among brands because of the growing Internet usage from time to time. The scope of digital marketing can be defined through the numerous channels and strategies that connect brands and customers. Such a scope differs as trends change. Below is the scope of digital marketing this 2021.
Affiliate marketing is some kind of promotional partnership between a brand and a website. This can be done by hosting video ads through YouTube’s partner program and posting affiliate links on social media pages. Every time a consumer clicks on the affiliate link and buys a product or service on the link, the affiliate website will earn a certain commission. The affiliate can be an individual or a company. Today, affiliate marketing commonly involves social media influencers.
Content builds relationships out of trust, and trust can drive revenue among brands. This is the principle of content marketing. It is the process of creating and distributing valuable content to highlight the benefits of a brand. The process includes writing blog articles, eBooks, infographics, and whitepapers. Yet content marketing also involves podcasting, posting on social media pages, webinars, and updating website content. A video marketing agency Hong Kong highlights the importance of videos in content marketing. In 2021, video is still the king. Most consumers today prefer watching videos over reading long posts. Digital marketers noted that video marketing is 68% more effective than Google ads and 74% more effective than static images. Today, most social media channels support the hosting and sharing of branded video content. One trend to watch out for this 2021 is the search engine optimization of images and videos.
Most companies use email marketing to connect to their audience by promoting content, discounts, or events. It comes next to social media and content marketing as a digital marketing strategy. Around 87% of B2B marketers use email to distribute ads and campaigns.
Inbound marketing is one of the most cost-effective scopes of digital marketing. It is 61% less expensive than PPC, paid social media ads, and traditional advertising. Among the tactics used by brands on inbound marketing are automated messaging, email spam, pop-up ads, true view video ads, etc.
Pay Per Click
Most digital marketers pay search engines like Google to drive traffic to their websites. The best example of PPC is using Google Ads which show on the top slots of Google’s search result. Every time a searcher clicks the ad, Google will charge the brand per number of clicks. Social media channels like Facebook, LinkedIn, and Twitter also allow PPC. Facebook paid ads are featured on top of the newsfeed of matching business users. Twitter displays profile badges and tweets among a dedicated audience segment. On the other hand, LinkedIn allows sponsored direct messages based on the member’s background or industry.
Search engine optimization (SEO) is the process of increasing website traffic through content and website improvement. There are 3 approaches to SEO.
- Off-page SEO is done through backlinking using relevant links within the website. This is to allow a connective flow among the pages of the website. Off-page SEO also uses links from another website to increase the audience reach of page content.
- On-page SEO is done by using relevant keywords on the site’s content to rank higher among search results. The key is to target the most common words that users type on the search box and answer those queries in the most informational manner.
- Technical SEO focuses on the website’s element. These include the number of clicks to access a page, data structure, image compression, speed of loading, etc. Its main goal is to provide a better website experience among guests and visitors.
Social Media Marketing
Brands and people are going social. This means that they are commonly on social media platforms connecting with family and friends, searching for products and services, and watching out for news and trends. This scope of digital marketing aims to drive brand awareness and generate leads for a business. This 2021, the top social media platforms for marketing are:
The scope of digital marketing is getting bigger and larger as people find new ways on how to access and enjoy the Internet. As such, digital marketers should always be flexible and on the lookout for the latest news and trends.