October 9/16, 2017: Volume 32, Issue 9
The marketing landscape continues to change, especially as more shoppers utilize online media. To capture the attention of these consumers retailers are strengthening their presence online through digital marketing.
So, what constitutes digital marketing? According to Marketo, a leader in marketing automation software, digital marketing refers to “advertising delivered through digital channels such as search engines, websites, social media, email and mobile apps.”
While most retailers today have a digital marketing strategy that touches on a few of these channels, not all are aware of the different aspects of digital marketing.
Following are brief descriptions of some of the more common types of digital marketing.
Pay-per-click (PPC) advertising
According to WordStream, PPC accounts for 64.6% of ad clicks. This type of digital advertising usually refers to the “sponsored result” on a search engine results page. It is flexible, visible and can be tailored to specific audiences. What’s more, a retailer only pays for the ad when it is clicked on.
This aspect of digital marketing utilizes marketing automation tools to track how customers engage with a brand across multiple channels. Once that information is collected, retargeting allows the retailers to serve those customers personalized ads across multiple channels.
Search engine optimization (SEO)
According to Marketo, 67% of all clicks are from the first five listings on a results page. In addition, 71% of searches resulted in a page one Google organic click. When retailers use SEO they have the ability to increase the rank of their websites in online search results and site traffic by using popular words and phrases. In order for a website to increase its rank it must have valuable and engaging content, be well constructed, easy to use and have credibility.
Social media marketing
Many consumers are using social media to discover and research different brands. To run a successful social media campaign, experts say retailers should weave social elements into every aspect of their marketing. One of the keys to social media is the opportunity for peer-to-peer sharing. This allows content to be seen by a larger audience which could increase engagement. Some common social media sites include Facebook, Instagram, Pinterest and Twitter.
According to Marketo, a successful email campaign must be engaging, informative and entertaining. It should also satisfy the following core attributes: trustworthy, relevant, conversational, strategic and be coordinated across channels.
Similar to social media, this channel has multiple options including SMS, MMS and in-app marketing. As consumers increasingly rely on mobile devices, it is crucial for retailers to participate in this channel. For consistency, mobile marketing should be coordinated across all digital platforms.
This integral platform allows retailers to tie all of their digital marketing together. In addition to streamlining and automating marketing tasks, marketing automation also measures the results and ROI of a digital marketing campaign.
Many of these digital channels can be strengthened with a concrete content marketing strategy. Great content can aid SEO, social media, emails and paid search ads by inspiring and educating potential consumers.
Overall, retailers have a ton of digital marketing options available to them. Furthermore, there are a significant number of companies willing to assist retailers with digital strategies. With all these channels and resources available, now is the time to develop and execute an effective digital marketing program.