Marketing has always been about connecting with your audience in the right place at the right time. With the majority of the global population having access to the internet, it’s no question that digital marketing has developed as a form of marketing that exists online. It encompasses all the marketing efforts that use an electronic device or the internet to leverage digital channels such as search engines, social media, email, websites, and influencers.
Because of the rate at which technology is advancing in this day and age, digital marketing will continue to GROW over the years indefinitely. As more and more consumers move away from physical advertisements, such as newspapers – digital marketing continues to help businesses leverage the online industry.
Digital marketing, so to speak, is an umbrella of marketing tactics that fall under the same definition. Marketing tactics include digital advertising, content marketing, affiliate marketing, email marketing, and so on.
Digital marketers have developed a clear picture of how each corresponding digital marketing campaign can be used in order to meet their business’ or clients’ goals. Through the incorporation of specific marketing strategies, marketers and businesses can leverage the digital world to effectively speak to their audience/market, thus benefiting business sales or lead generations.
Key Digital Marketing Terms
The digital marketing vocabulary is filled with terms and acronyms that are used to analyze data and analytics in order to maximise advertisement campaign ROI.
Some of these terms include:
- KPI (Key Performance Indicator): KPIs are present in all types of marketing and businesses use them to measure the success of their campaigns. KPIs can be any sort of analytic data, such as advertisement engagement rate, bounce rate, click-through rate, and so forth.
- CPI (Cost Per Impression): CPI’s are designed to measure the number of times an individual ad appears on a website, despite whether or not consumers interact or see the ad itself. In its simplest form, impressions only measure how many times an advertisement or content was displayed. Impressions are designed to build brand recognition.
- CTR (Click Through Rate) A click-through rate is a measurement of the number of times an advertisement was interacted with/clicked by consumers. Generally, the click-through rate (CTR) is calculated by dividing the total number of clicks the advertisement received by the number of times it was shown (impressions). This figure is then converted into a percentage. Different industries of online businesses’ have varying CTRs in correlation with the industry.
- CTA (Call To Action) A call to action is primarily a button used to get your customer's attention and make them click, purchase, give their email, or take any other action you want them to take. A call to action can be used in social media advertisements, email campaigns or on your website. Your CTA should be big, bold and able to grab your customer's attention. An effective CTA is also short, sweet and to the point. When someone lands on your website they should immediately know what action you want them to take whether it is to shop a sale, enter their email or browse your newest products.
- SEO (Search Engine Optimization) Search engine optimisation, or SEO, is the organic way to move your site up in search engine rankings. There are many moving parts that affect SEO, such as targeting specific keywords you wish your business to ‘rank’ for. By optimising your pages with those keywords, writing blogs and acquiring backlinks, search engines are able to award you a higher-ranking position on their search engines. This, in turn, results in more traffic coming to your website!
- PPC (Pay Per Click) has similarities with SEO but these are paid ads that run on Google. PPC is instant. Instead of having to create numerous amounts of blogs or release frequent content, PPC allows those with the budget to rank instantly on google, allowing them to receive boosted traffic in a short amount of time. However, this does come at a cost!
Digital Marketing will continue to grow as we progress through this technologically-advanced era. With digital marketing, a multitude of avenues have been born, allowing individuals such as yourself to experiment with different pathways in life, whether you are a business owner, or aspire to be. This includes those wanting to become advertisers themselves. There are a lot of principles to learn throughout the journey, and this is only just the beginning.
Stay tuned for a more indepth view of digital marketing!