Increasing Global Digital Population
It is hard to imagine a world without the internet now.
Billions of people are connected worldwide via the internet. From searching for information to shopping for groceries or banking, the internet has become an essential part of our day-to-day lives.
In the age of COVID-19 when thousands of people are going online for entertainment and more, it has caused total internet hits to surge at least 60% during this outbreak period.
As of April 2020, almost 4.57 billion people were active internet users. That is 59% of the global population!
With more than half the world’s consumer going online, any business owner should also consider going digital. After all, marketing is about finding the right audience at the right place, and at the right time. To do so, you’ll need digital marketing.
If your company is new to digital marketing and wants to learn more about what a digital marketing agency does, here are some of the must-knows of digital marketing.
What Is Digital Marketing
Digital Marketing is all about using data to realize marketing objectives. It is the art of using consumer insights to formulate marketing strategies targeted at particular groups of customers online.
Digital marketers leverage digital channels such as search engines, social media, emails and websites to help their clients connect with existing and potential customers. They then proceed to collect data gathered from these digital channels (such as checking the number of impressions or likes on Instagram) and Google Analytics to plan their marketing strategy.
The advantage of using data to sell online is that it allows companies to make calculated marketing decisions. Knowing who to target and where to sell online gives digital marketers the ability to estimate budget spend for a certain set of Return Of Investment (ROI) goals.
Whether it’s inbound marketing or digital marketing for clients, common KPIs for digital marketers include increasing brand awareness, lead generations and conversions across different digital marketing channels.
What does a digital marketer do?
Digital marketers have different specializations, but they often work together as a team to make a campaign succeed with their ROIs. Some of the different departments include:
- A design team to make the creative assets
- A copywriting team to write the ads
- A performance marketing team to create and manage paid ads
To give you a better understanding, you may refer to the diagram down. The chart shows you the various aspects influencing a website and or mobile app, plus the array of digital solutions a digital marketing agency could offer to improve those aspects.
For example, a Search Engine Optimization (SEO) Manager is responsible for overseeing the performance of websites and web pages. The manager optimizes websites by conducting regular website audits to identify technical issues to be fixed. He or she will also do regular keyword research to rank the site for certain keywords, so as to boost the position of a website (ranking) on Google’s search results page.
On the other hand, a content marketer is in charge of content marketing. He or she focuses on content development and content distribution. Examples of content creation include writing articles and electronic direct mails (EDMs) that represent a brand’s story to connect and engage with the target audience.
The content marketer often tracks web traffic using Google Analytics and also conducts keyword research in order to know the kind of content readers are looking for.
Performance marketers or advertisement specialists are also critical to many marketing campaigns. These are the people responsible for social media marketing (social media ads) and also search engine marketing (Google’s display ads).
You may also have heard of pay per click or click-through rates. These are some of the metrics used by performance marketers who allocate and manage budgets meant for paid ads. Using data from Google such as quality score, they ensure that ads are paid at the lowest cost possible.
They also make sure that ads are shown to the right target audience to increase the likelihood of customers clicking on the ad and buying a product online (increasing conversions online).
Digital Marketing Is A Crucial Part Of Any Business Strategy Now
Digital marketing is more in demand than ever, especially in times of COVID-19 when everyone is shifting online. The outbreak has been a catalyst for change in consumer behaviour as well as marketing strategies. Consumers and businesses alike are turning to the internet as countries are keeping people at home to minimize the spread of the virus.
The internet is now being used at a rate never experienced before and it’s believed that COVID-19 is accelerating the digital transformation of businesses rapidly. According to Forbes, 70% of companies now either have a digital transformation strategy in place or are working on one.
It is also found that tech-enabled businesses are more resilient than those who are not. That is because digitized businesses can respond swiftly to unexpected changes in customer behaviour.
Companies with digital solutions can easily answer customers’ queries online, rearrange budget spend or switch their ads’ targeted audience. Growth strategies can also continue as these companies can refocus investments from offline to online, rather than to stop investing totally.
Amidst this period of uncertainty, only one thing is clear. Digital marketing is likely to be a critical part of any company’s business strategy in the future. It is also evident that digital marketing is crucial for any company to remain adaptable for any market situation. The firms that cannot adapt digitally are likely to be left behind.
Now that you have a better understanding of digital marketing, it is time for you to consider how your business can transform digitally too. If you’re interested in making a digital marketing campaign for yourself or need advice on digital marketing, contact us.
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