The web industry is attracting more and more attention due to the progress of digitalization and the spread of the new coronavirus infection. It is no longer possible to gain an advantage over your competitors without a web strategy. Under these circumstances, data utilization is particularly important. However, there are many things you may not understand if it is your first time.
Therefore, this time, we will introduce the basic knowledge of digital marketing and how to get started, as a first step towards data-based marketing and sales promotion.
What is digital marketing?
As the name suggests,
digital marketing
refers to marketing that utilizes digital technology, and in a broad sense, it refers to marketing activities that utilize all digital technologies such as the Internet, digital devices, and mobile apps.
Since it is similar to web marketing, many people may wonder, “How is it different?” Web marketing is a type of digital marketing, and specifically refers to marketing that utilizes websites, search engines, SNS, email, etc.
Digital marketing targets all digital-related behaviors of customers, including not only web marketing but also approaches through mobile apps and O2O (Online to Offline), which links the internet and physical stores.
Characteristics of digital marketing
The most important feature of digital marketing is its use of data. We implement digital measures by combining data with marketing activities.
When it comes to data utilization, many people may think that even before digital marketing, the results of surveys and user tests have been utilized. It is true that data has always been used, but in digital marketing, it is now possible to obtain detailed information on the behavior of each user through all channels, making it possible to take a more detailed approach to each user. It has become.
For this reason, creating a system to accumulate valid data is a major premise in digital marketing. Success or failure will be determined by how well the data is utilized.
Therefore, when starting digital marketing, it is important to know how data is accumulated and to develop an interest in how the data can be utilized.
However, all the difficult processing is done by the system, and there are professionals who analyze the data. In general, what marketers should do is to flexibly read user characteristics and behaviors that can be seen from all kinds of data, come up with effective measures, and sincerely engage in communication that resonates with users. Yes.
Digital marketing channels and techniques
Let’s take a closer look at how to actually implement digital marketing. There are multiple channels and techniques, including:
- SEO (Search Engine Optimization)
Increase site traffic by displaying your website or blog higher on search engine results pages.
- social media marketing
Using SNS such as Facebook, Twitter, Instagram, and Pinterest, we aim to disseminate information about our company and brand, communicate with customers, improve brand awareness and site access, and cultivate potential customers.
- Digital advertising measures such as pay-per-click advertising (PPC) and native advertising
Pay-per-click advertising (PPC) such as Google ads, which increases traffic to your site by paying a fee based on the number of clicks to the ad placement medium, and Facebook ads and Instagram ads that approach SNS users. These are digital advertising measures such as native advertising.
- email marketing
A method of communicating with users and customers using email. It includes content updates, discount information, event and seminar announcements, follow-up, etc.
- marketing automation
A way to automate your digital marketing activities. Although it is classified as a tool rather than a method, marketing automation can be used to schedule email distribution and SNS posts, change approaches depending on the customer’s temperature, and verify campaign effectiveness when nurturing potential customers. It is also one of the methods of digital marketing because it allows for various activities.
What marketers should do when starting digital marketing
What should marketers do when starting digital marketing? I would like to introduce two main things.
- Clarify the purpose of digital marketing
In digital marketing, where there are all kinds of methods, it is important to clearly set the objectives and KPIs that serve as indicators for each. Examples of goal settings include “I want to increase access to my website,” “I want to increase requests for materials and inquiries,” and “I want to develop potential customers.” Examples of KPIs include the number of organic search traffic for SEO, and the number of followers and likes on social media.
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summary
◆Digital marketing refers to marketing activities that utilize digital technologies such as the Internet and digital devices. One of its characteristics is that it can utilize data.
◆The most important feature of digital marketing is the use of data, and methods include content marketing, SEO (search engine optimization), social media marketing, digital advertising, email marketing, and marketing automation.
◆The key is to understand the users and clarify the objectives and KPIs of digital marketing.