What is Digital Marketing? When we talk about digital marketing, we’re essentially talking about promoting your business online using a variety of channels. And these channels include search, social, video, email, and display.
The internet has transformed the way that people buy products or services. And, now, with mobile smartphones, that experience is everywhere. This puts the customer in charge of the buying process.
They’re armed with resources to conduct research, compare options, share what they’ve found, and even ask their peers for recommendations, all digitally. And, often, this happens simultaneously. What was once the norm in marketing has taken a backseat to its online counterpart.
Streaming music has replaced radio. And the opportunity to pay for many services eliminates advertising from interrupting our experience. The Yellow Pages has been replaced by Google Local and Yelp, where the consumer can easily read reviews and see pictures of the business.
As a business, you need to stand out throughout the journey a buyer takes. With so many user interaction points and what seems like an endless amount of channels, online marketing can feel overwhelming.
To focus it, let’s talk about the three types of media you’ll be using in online marketing: paid, owned, and earned.
Your paid media will make up everything that you, well, pay for. This will include channels like Google Ads, Facebook paid ads, and display marketing.
Your owned media will encompass channels like your website, your list of customers that you use to send out emails, and a blog with an active readership.
Earned media is the world of organic press. Your social media accounts, mentions on other blogs, and articles written about you make up the channels within earned media.
Now, all of these channels overlap just as a user will overlap as they interact with each. And, together, these make up the foundation of digital marketing.
So, at the end of the day, digital marketing is the process of putting your business front and center along the journey that your customer takes.