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Increasing Global Digital Population

It’s hard to imagine a world without the Internet.

Billions of people are going digital to search for information, shopping for groceries or do their banking. That’s why businesses should follow the suit and master the digital marketing basics.

However, you can’t expect to become a digital marketing expert overnight. The field is vast and involves several concepts necessary for establishing a solid online presence and meeting consumers in the digital realm.

In this introduction to digital marketing, we’ll help you understand all the modern marketing techniques it constitutes, why they’re essential for your business, and how to use them to your advantage.

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 fact, as of April 2022, there are over 5 billion active Internet users. That is 63% of the global population

What is Digital Marketing?

Very simply put, ‘digital marketing’ refers to all marketing efforts that take place on the Internet.

It involves promoting your products or services on digital channels such as via a website, social media, or email.

Digital marketing is also about leveraging consumer insights. It uses data to formulate marketing approaches targeted at specific market segments.

For example, checking the number of impressions of your blog posts lets you determine how many times visitors view the content. It also gives an idea of what type of topic appeals the most to viewers and tailors your content according to user behaviours.

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 spending 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 generation and conversions across different digital marketing channels.

Digital Marketing Introduction: The Fundamentals

The role of digital marketing is to help brands gain online visibility, acquire leads, and turn leads into paying customers.

There are several digital marketing concepts that enable business to connect with prospects and attract a steady stream of customers.

Let’s dive in and explore each concept so you can start building an effective strategy!

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).

Here are some examples of digital marketing elements that people specialise in:

Email Marketing

Email marketing is a low-cost marketing channel that can be used by any business, from small startups to large corporations. It has been proven effective in driving conversions, generating revenue and building a loyal customer base.

In a nutshell, email marketing is a type of direct mail marketing that provides information about products and services to potential customers. Its goal is to get people interested in your business’s product/service offerings so they will purchase them.

Content Marketing

Content marketing is a digital marketing strategy that focuses on creating and distributing valuable, relevant, and consistent content to attract, acquire, and engage a clearly defined audience.  

The key objective of content marketing is to create both evergreen and timely assets that will serve as a foundation for your business’s growth.

Social Media Marketing

Social media marketing helps companies to reach customers by connecting with them on the platform through content and other promotional methods. It can also be used to develop brand awareness, increase customer engagement, and improve sales and lead generation.

The value of social media marketing can be seen in the fact that as of July 2022 there are now 4.7 billion global social media users.

Search Engine Marketing

Search engine marketing is the process of promoting your business or website by paying for advertising on search engines like Google and Bing. It’s a digital marketing technique that helps businesses rank higher in organic search results. 

Search Engine Optimisation

Search engine optimization (SEO) is the practice of optimizing a website or web page to improve its ranking in search engine results and thus increase traffic.

The first step in SEO is to create content that will attract users. The second step is to ensure that the content on your website or blog is accessible, easy to read, and relevant for users.

SEO can be used for a variety of purposes including increasing online visibility, driving traffic, making money from advertising on your site, boosting brand awareness, building authority and credibility with key influencers, and attracting new customers.

Digital Marketing Is A Crucial Part Of Any Business Strategy Now

Digital marketing is more in demand than ever.

During the COVID-19 pandemic, many businesses and individuals were forced online, triggering a digital transformation. As a result, the Internet is now being used at a rate never experienced before. 

Companies with digital solutions can easily answer customers’ queries online and are better able to grow in this post-pandemic normal. Due to their digital transformation experiences, companies are now better equipped to move forward in a digital world.

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 to any market situation. The firms that cannot adapt digitally are likely to be left behind.

Wrapping Up

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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Orignal publication date: 11 May, 2020
Updated: 25 November, 2022

For many businesses, Google Analytics has been the go-to source for data insights into customer behaviour and preferences. It has allowed companies to build better customer experiences and improve their digital customer journeys. Google launched the latest update of the favoured analytics platform, dubbed Google Analytics 4.0, on the 14th October 2020. 

The new update includes a host of new powerful features and is built around machine learning. THis means what it provides improved monitoring and tracking methods for key data trends, and has the ability to actively alert marketers and other interested parties about opportunities. Google explains that Analytics 4.0 provides customer-cetnric metrics as opposed to data split across device or platform. 

8 Google Analytics 4.0 Feature Highlights:

  1. Analytics 4.0 is accessible from the current Google Analytics account.
  2. Removes reliance on cookies to track performance.
  3. Provides more detailed data control and access to predictive and customer lifecycle metrics.
  4. No more need to use Google Tag Manager or code snippets to track events.
  5. Integrates AI.
  6. Improves cross-device tracking and measurement
  7. Deepens integration between Google Ads and search efforts.
  8. Divides reports into life cycle, user, events, explore and configure – moving away from the old setup of acquisiion, audience, behaviour, and conversion.

Another thing to keep in mind is that Google will be focussing on this new update, and will no longer be providing updates for older versions. 

What do these changes really mean? 

Google Analytics 4.0 uses advanced machine learning models to automatically alert marketers to significants trends in data. This will help anticipate customer behaviour, and predict possible actions customers may take. The combination of these predictive metrics and improved trend tracking will allow companies to track, measure, analyze and take action on consumer behaviour trends.

Essentially, Google Analytics 4.0 lets users create more targetted audiences, reach higher value customers and analyze the incoming data. All of which improves our insight into why some customers are likely to spend more than others and providing opportunities for action to keep optimizing.


How will this impact SEM efforts?

There is no doubt that Google Analytics 4.0 will impact search engine marketing (SEM) tactics and results. Marketers are going to have to wrap their heads around these new features and tools, and they are going to have to be quick about it. Understanding how the new features will impact the ability to generate web traffic, leads, and build good customer experiences, is going to be the first step to maximize the results gained by the new insights offered by the new Analytics platform.

SEM is going to have to adapt to changes in incoming data. Since its inception, Google Analytics has been the foundation of a strong SEM strategy, allowing marketers to make data-driven decisions and pivot to adapt to changes in the market, shifting trends, and results from segmentation testing. 

With the improved data and audience integration, the new Analytics now empowers marketers to optimize their targeting across all devices and platforms. Customer-centric analytics will further improve the ability to augment previous targeting efforts and be even more impactful. Additionally, Analytics 4.0’s enhanced measurements and trend alerts will further reinforce a strategy’s effectiveness.

How to Setup Google Analytics 4.0

The first thing to do is to check what sort of account is currently in place. Depending on whether the Google Analytics 4.0 beta was activitated, the account would be labelled as ‘App + Web properties’, if the beta was not in active then it would be called ‘Universal Analytics’ instead.  With a Universal Analytics account it is straightforward to create a new Google Analytics 4.0 account. By default, all new accounts will be Analytics 4.0.

The key to setting up the new plaftorm successfully is to ensure the tagging is done correctly. As with the old Analytics, this tag creates the bridge between the Analytics and the property in question. 

Final Thoughts

Whether the world is ready or not, there is no escaping Google Analytics 4.0. Google is invested in the new roll-out, setting it forward as the future of analytics. In the right hands, Google Analytics 4.0 will propel digital performance marketing into the new era. 

At 2Stallions Digital Marketing Agency we are already using the latest features and tools to help our clients optimize their digital strategies. Are you ready to take the next step to maximize your company’s reach? Get in touch with us today and take the first step.

What is a quality score?

Have you wondered what affects the cost of your paid ads? Are you frustrated to be paying more than you intended for your ads? Well, it is time to understand what a quality score is and how it affects the performance and cost of your ads.

Similar to how websites are ranked on a Google results page, Google paid ads are ranked as well and quality score is an important factor that affects an ad rank.

Quality score is an estimate of how relevant your ads are to the person viewing it. It is calculated on a scale from 1-10, with 10 being the best-performing score.

Google then uses the quality score to determine the importance of your ad to a consumer. Scoring higher on the scale means Google deems your ad and landing pages highly relevant and useful to someone looking at your ad.

How is the quality score of your ads determined?

The quality score of an ad relies on many factors but the 3 most important and critical factors are as follow:

  • Expected Click Through Rate (CTR): A predicted ratio, indicating how often your ad is noticed and clicked by a consumer
  • Landing Page Experience: Measured by how fast the page loads, how easy it is to navigate as well as the overall relevance of the site to the consumer
  • Ad Relevance: The level at which your advertisement matches a user’s search query and intention (otherwise known as keyword match)

Why is Google quality score important?

A high-quality score improves your ad rank in the ad auction

Advertisers care a lot about their quality score because it is one of 3 deciding criteria for an ad rank in the ad auction.

Advertisers with the highest CPC bid will not necessarily be on the top of search results. An ad rank depends on the combination of the rating scores of your CPC, quality score and expected impact from your ad extensions.

Only when the combined score is high, will an advertiser attain a higher ad rank, leading to lower CPC and better ad positions.

Watch the video below to have a better understanding of how an ad auction works to determine ad ranks, ad positions and bid cost.
How an Ad Auction works

A good quality score allows you to maximize ROI at a lower cost 

Too often, Google Ads can become a money pit with cost per click (CPC) as businesses go into the auction thinking a higher CPC bid will guarantee them better ad rank and ad positions.  However, the best way to improve your ad position is through your Google Ads Quality Score.

Securing a high-quality score is a crucial step to attain a higher ad rank, which will in turn promise a better ad position. You may even end up paying a CPC amount lower than what you bid for initially, but still attain better ad ranks and ad positions than your competitors at the end.

With a better ad position, your business’ ads would have greater visibility on a Google search results page. The increased visibility increases your chances of getting higher CTRs. Your ad ends up performing better, leading to more conversions, while saving you a lot on advertising cost.

Wrapping Up

Google checks back on websites regularly which may change your quality score. Companies may think their ads are doing well when really, their score is susceptible to changes that will affect the performance of the ads. Only by monitoring your keywords, scores, and Google’s algorithm changes, will you have a better chance of staying on top of things.

So, it is important to maintain your quality score. Google also looks at the history of your score over time. The performance of your past ad campaigns will also affect the score of your future ads. Even if you rank high now, you’ve got to maintain that score once you achieve it.

If you want to improve the quality score of your ads or unsure how to measure the performance of your campaigns, we are here for you. Simply contact us and we will be in touch with you shortly. 


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