So today we're going to talk about why digital marketing is important in today's world. We're also going to talk about what is digital marketing and what are the types of digital marketing channels that are out there then we're going to talk about the customer lifecycle in digital marketing.
So really if we're listening in everybody every marketer is using digital marketing for his or her business now digital marketing is become more popular than traditional marketing that's not a surprise so in response they over the past few decades digital marketing has evolved at a rapid pace.
These days a lot of people spend most their time on the internet, so what happens in the internet every 60 seconds well a lot happens every 60 seconds so according to social media, today I mean there's a lot of snaps there's a lot of clicks there's a lot of text there's a lot of videos watched there's a lot of pictures being taken there's a lot of voice-activated activity going on a lot of tweets email swipes there's a lot going on here in 60 seconds.So there's a lot of activity on the internet a lot and so the one gentleman says he can you also mention a few differences between digital and traditional marketing systems and then the expert of course I can certainly clarify a few differences between digital and traditional marketing.
So on traditional marketing we're talking about print, radio, billboard, newspaper, TV anything that's not on your mobile or laptop. So we know what traditional marketing reaches limited with digital marketing reaches maximum and what we mean by that is that when you print something you're printing it for X amount of people, if you're trying to promote an event and you basically create a thousand Flyers, you figure that's going to a thousand people maybe they'll share it. So you're looking about 2,000 people maybe just to be generous well digital marketing we're promoting an event we can promote it to a whole lot of people depending on the platform so 2000 is nothing. When you're targeting an audience on Facebook or Google search traditional marketing non versatile and with digital marketing is very versatile so again going back to our flyer print an eight-and-a-half by 11, that's it. You know with digital marketing running display banners go for 68 by 60 200 by 200 250 by 250 300 by 300 I mean the list goes on on the types of different display sizes not to mention text ads not to mention video or multimedia.
So the what you can do to get your message out there okay with traditional, it's always delayed communication so meaning if you're trying to get that TV spot there might not be a spot open until 1:00 in the morning, well what does your marketing there is no hours, you can certainly get your point out there and have people see it instantaneously. So which rich marking there's a lack of real-time results I mean this seems like it's obvious but you know digital marketing that's one of the biggest benefits instant real-time results.
Nowadays go in analytics you can look at real-time reporting.We could see real-time results, in traditional marketing can be very costly, I mean if you're not only doing postcards and printing postcards but you have to mail those postcards. So there's postage fees where with digital marketing it's very very very cost efficient I mean meaning you could pick and choose who you want to target one you want to target, where you want to target, what you want to target and if you're doing search you can put your bidding in place. You can put your hours in place you can really control how much you actually spend. So that's amis one of the biggest advantages to digital marketing not only do you get real-time results but you could control cost and then obviously optimize based on the amount of cost you're spending based on those real-time results with traditional marketing.
It's difficult to reach a target audience you know which is your marketing, it's easy to reach a target audience. I mean you know I don't want to bash traditional marketing too much. I mean if you're gonna put a TV ad in place you know you're gonna do it on a TV show that tends to gear more towards your target audience but that doesn't guarantee anything here we can simply go to Facebook or Twitter or LinkedIn and just pick and choose specifically, who we want to target when we want to target them so it just becomes a lot easier to reach each targeted audience on a digital marketing platform and then with traditional marketing pour campaign measurement.
We're digital you have easy to measure optimize campaigns and what we really mean by that is because you get instant time results because you can control cost because you can reach your target audience more easily all those a result. You can measure and optimize based on what our audience is seeing and how much they're spending to see it, we can quickly make adjustments in order to optimize the campaign for better performance .
So that's generally if that means as a culmination of pretty much everything that we've listed as a benefit for digital marketing, so now why digital market has been answered with all the benefits that it carries.
So you know that you know you want to do digital more so how do we go about that what is it exactly well let's just define it digital marketing is just the act of promoting a company's product or an individual's product or service with the help of a device or technology and so obviously when we talk about device we're talking about maybe a laptop we're talking about a mobile device and we talk about technology it could be an app it could be you know a cloud-based platform, it could be a piece of software.
So let going on on the Digital side in terms of variations and what you can do but that's in a nutshell what digital marketing is you're really just using technology to promote your product or service so we know because of the benefits in digital marketing. You can promote your campaign on different platforms.
So all these benefits we mention about instant real time results cost efficiency optimizing campaigns you could do that on search.You could do it on social via email on mobile apps etc.
So that's what we mean by with the help of digital devices in technology well these digital devices and Technology come in the form of search engines and emails and mobile apps etc, so when we want to go and promote our product or service using a campaign we have different options.
So there are differen types of digital marketing channels that we could choose from and let's just go through that list of digital marketing channels and the first one is what I consider the king of them all and that's SEO.
We can get into subsets of each of these digital marketing channels but really we'll start with SEO because that's the king and to me that's basically increasing the quality and quantity of relevant organic traffic on the search engines including Google's, depending on where you're located in the US market Google tenth work has a large market share so you want your pages on your website to be found and clicked on organically and so that means if somebody types in a keyword you want that relevant page to show up first on Google so somebody can click on that link and we know that millions of people specifically in the US but worldwide you search on a daily basis, If you're ranking for those relevant keywords you can imagine how much traffic you can get. So that's SEO okay and here's an example so you type in online shopping well you can see he first listing here is a paid search ad I'm going to get to that in a minute the second organically is Amazon okay.So online shopping you think maybe Walmart you think maybe Alibaba or you're thinking probably Amazon.So no surprise Amazon's ranking for the keyword online shopping and so if somebody clicked on their listing that's traffic for Amazon.
Let's move on to search engine marketing you know as SEM or pay-per-click or cost per click or PPC or CPC or sponsored search or Google Ads. I mean there's a lot of different name synonymous with SEM so search engine marketing is really just using paid ads on search engines, just as we saw the previous example if you want to be found for keyword. You don't have to worry about organic if you're willing to pay for it you just bid on that keyword and wallah you have the opportunity to appear number one in the search results at the top of the page for that keyword.
Now when somebody clicks on it you have to pay Google if it's Google your advertising on but that's the beauty of search engine marketing.You can bid on keywords and appear at the top of the search results for that keyword example here if we go back to online shopping well myus.com is bidding on that keyword online shopping. so they're actually appearing above amazon's or listing but that's what they want to do they want to be found for that keyword.so if they're not ranking forward organically well they're bidding on it and if somebody happened to clicked on that listing then myus.com is gonna pay Google something depending on what the cost per click is and so that could be anywhere from one penny to a hundred dollars.it depends on the keyword it depends on who else is bidding on the keyword, it depends on the location it depends on the time of day it depends on quality scores a lot of factors involved and regarding what you pay however the benefit of SEM is visibility and getting traffic to your website for keywords.
You're not found for so that's why SEM such a popular choice for a lot of companies . let's talk about digital marketing and that's a traditional type of digital marketing channel it's been around a long time you know we all send emails on a daily basis and we probably all receive emails on a daily basis just as an effective way to capture leads and get birthed them to customers because with email you can personalize your emails and you could send your emails to a segmented audience. So if you have emails from females who at 35 years of age to 44 that live and say this southern part of the United States you can segment that sentiment email and cater that email directly to that audience and of course you can put some nice call-to-action in there you can design it really snazzy and you could track it just like you can any other digital marketing channel. So email is a very effective way to really reach a target audience because everybody for the most part has a functioning email account so basically here's an example of an email that could go out you're selling a product and the products promotion is about to end well you know get that email out to your target audience. let me know hey you have until tonight to purchase the product and if you purchase it you're gonna get 30% off and you can put the coupon code right in there with a nice call-to-action and you can measure how many people click on that email go to that webpage and purchase the product using that coupon code so that's an example of email marketing . We have affiliate marketing so affiliate marketing is an effective way for digital marketers to basically create a sales force of people so basically what you're doing is you're getting merchants to promote your products and services and you using usually a third party broker like Commission Junction or CG com as an example to introduce you be the person selling the product a merchant with the affiliate so that affiliate could likely be a merchant him or himself and they can basically be a good partner of yours by promising your product or service on their website so that they can sell in order to get Commission's so it's all based on a commission so you basically are gonna use a third-party affiliate like CJ get all these affiliates to work for you they're gonna promote your product or service if they do sell your product or service you're gonna pay them a commission that's more or less.
You know with affiliate marketing to me it's a good way to you know really promote your product or service and you can pick and choose the affiliates or the publishers of whom you want to work with so here's an example of affiliate marketing at work . You basically see a banner basically you can see earn up to 12% advertising fees with a trusted e-commerce leader so somebody clicked on that purchase for example or joined you could pay out that commission let's turn our attention to social media marketing. So social media marketing you know I would say it's fairly new I mean if I think about it were in 2019 and I remember talking about Facebook back in 2006 so you're talking about 13 14 15 years of social media it's definitely evolved over the years and but the concept remains the same it involves creating different types of content depending on the platform. SO you could be on Pinterest or Instagram and be dealing with photos or you could be on Twitter tweeting out certain characters up to a limit.so it really depends on the social media platform that really drives the type of content you're gonna promote but we know social media can be effective because people use social media I mean Facebook is one of the more popular platforms and if you want to get your product or service out there you could certainly pay to have an ad on Facebook or you could just post your content organically okay that's the beauty of social most of your social platforms like LinkedIn and Twitter and Facebook and Pinterest and Instagram they'll have a paid form of advertising that you can use to promote your product or service or you can go the organic route and you know post content organically in hopes of driving traffic back to your website so with social you do have two options here but social is interesting because there's a lot of different social media platforms out there it really depends on your product or service okay so an example of social media marketing especially on Facebook with Facebook you got mobile and desktop and you obviously have the opportunity to close something organically and have that liked or commented on or shared or you can post an app and get that liked commented or shared or clicked and have people go back to your website and fulfill the goal of what you want them to do so moving on to content marketing it's a content marketing is really an effective way of really distributing valuable content online and when we talk about content marketing you know we're talking about different types of assets so it could be simply text in the form of a post or it could be a video where it could be an infographic or it could be an image.
There are lots of ways to create content these days especially in digital marketing and the great thing about content marketing is writing content for a targeted audience. So if you're trying to target an audience on say Instagram then you know who your audience is and you know what the type of content you're gonna post on there so it could be in the form of a video or infographic or just a graphic and so that's the beauty of content marketing really putting yourself out there and depending on the platform putting yourself out there with various types of content so for example we look at YouTube you can see this video here about digital marketing certified associate well, you don't need to always write the content you can produce the content in the form of a video and post it on YouTube this is a form of content marketing so that's content marketing.
So content marketing again different types but if we go now to mobile marketing you can kind of search from content to mobile because the only difference here is with mobile is strictly on mobile phone, it's not desktop so mobile marketing is really a strategy on its own that helps you the company promoting your product or service to reach your target audience through a mobile device and that includes tablet and how you could do that is via messaging. You could do a via email or you could do it via an app.You have different ways of getting your content out there to people as an example you can use basically SMS or instant messaging via mobile devices to promote your product or service. here's another example of a mobile marketing via app install and so you can even compound that by running a say Google ad as an example and running your Google ad on say just mobile you could do a bit adjustment just for mobile and the goal could be app installs and you can even do a mobile or app extension. There's lots of ways to really promote your app or your product or your service via mobile marketing.
Let's talk about the customer lifecycleWe know why we want to do digital marketing we wanted that digital marketing channels are because we just talked about them from SEO to social to affiliate to mobile to content to SEM.You have a lot of different digital marketing channels at your disposal.Now how do we go ahead and approach our customers so that's where we're going to talk about first so we're going to talk about different stages of the customer lifecycle and the first one is the awareness stage.So we need to get our customers aware of what we're selling what we're promoting.So the awareness stage is really what product does your brand offer that's a question we want to get out there and we want to answer. What does a customer need your product or will excuse me why does a customer need your product that's a question we want to answer with digital marketing.
What solution does your product provide that's an answer to a question we want to make sure understand so these are questions that we want to be able to answer in the form of digital marketing whether that be mobile or content so getting our information out there that answers these essential questions and if we could do that then somebody's gonna become aware of our product or service So what product is our brand offer why does the customer need it and what solution does it provide.Those are some key questions that people tend to ask themselves when they look at a brand and when they look at a product, do I really need this it's gonna help me in my life.Who is selling this I mean who is this brand I mean that's those are just things like run through people's mind and to that with the right messaging the right channel the right type of asset the right targeted audience.
You can quickly make somebody aware of your brand's product or service in this stage it's helped potential customers discover your brand with the help of these different marketing channels, when the awareness stage you know content is key. So it's to me if we have a website we need a blog because if somebody does come to our blog from say organic search SEO. We can write about that product or service via blog and talk to our customer talk directly to our targeted audience through that blog and if we're not ranking organically. We can use paid search to promote it because paid search on Google have more clicks. Now I will say one thing about display ads is part of search engine marketing you could use display because you can reach a large number of people.
So even though it's listed here low priority in the awareness stage display ads mean that if you're on Google's Display number you can pick and choose your sites your demographics keywords topics in audience you can focus on all those different demographics to really attract a large number of people so low priority but it's probably also good to focus on in the awareness stage.
You must create a high quality content people are searching for without content, it's hard to get found and so to me this is you where the guac comes in SEO take that content get it optimized.SEM if we're not ranking organically we can make sure the top of the paid search results or the the search results for a particular keyword we want to be found for and then social media marketing using different channels depending on the channel if we're selling you know training like simply learn.
Does you know LinkedIn is a good platform for us and then affiliate. You know basically building up a nice network of publishers to get the word out.So these are all good channels that we can focus in on so traffic sources may include paid, unpaid, social referral, display email or direct. So they could come in the awareness stage from all different types of channels even though you're focused on content. I mean you could still get traffic from mobile or email. So we make short our article and summarize that digital marketing is key for any online or physical business.We should use maximum means of digital marketing for boosting sales.