What is digital marketing—and why is it more crucial than ever?
We live in a world where colleagues meet over Zoom instead of in the conference room. Neighbors envy each other on Instagram instead of over gardens. Children play FIFA instead of kicking the ball on the soccer field. Teenage girls use digital filters instead of stealing mom's makeup. Investors are discussing cryptocurrencies instead of securing their money in natural resources.
Facebook calls it the Metaverse, and we describe it as the digital profiles, experiences and channels have become more decisive than the physical ones.
Like lightning from above, digital marketing has taken over the leadership of almost all growth companies. According to Statista, the traditional marketing budget of companies in the United States has decreased since 2012, while the digital marketing budget has increased between 8.2-15.8% per quarter during the same period.
To the delight of all marketers, digital marketing has gone from being a mainstay of the sales department to a leading directive for business development and growth with strong names such as content marketing, marketing automation and search optimization in the starting field.
Together in this blog we dig deeper into what strategies there are, which channels you can use and what segmentation is. Before that, we go through what digital marketing is and how to work with it. Finally, we reveal what the secret ingredient is to become perfect at digital marketing and how to stand out in the digital world just right.
Because even we Swedes have defied the Jantelagen and ventured into the digital world with big, confident voices to be seen and heard a little more than everyone else!
What is digital marketing, and how do you work with it?
If you ask five different business leaders, you'll probably get five different answers, so let's establish the most overarching answer once and for all: digital marketing encompasses all the digital marketing efforts a company makes. That is, all digital processes that raise awareness of the company and its offer.
Whether you work with B2B (business-to-business) or B2C (business-to-consumer), digital marketing is about meeting the challenges of strategies, channels and segments to reach the right people, through the right channels and with the right message.
However, both for better and for worse. Digital marketers today often scratch their heads over the endless possibilities and often get stuck in the choice and the qualifier. Of course, knowing how to allocate resources and where to focus efforts is becoming increasingly difficult. Therefore, it is especially important that you who work with digital marketing are well aware of the tools available to effectively organize activities and maximize profitability.
What are the best digital marketing strategies?
There are many strategies and techniques to tackle digital marketing. Which strategy is best for you will, of course, depend on your target audience and the business you run, but here are some of our favorites:
Content marketing
Regardless of what you work with, you will undeniably come across content marketing, a strategy that involves creating valuable content for your target audience.
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Content marketing is an organic marketing strategy that has proven to be hugely effective for lead generation, the process of attracting and converting potential customers into actual customers.
When creating a strategy for your content, you should think value-based and long-term. Organic marketing must be natural and authoritative to produce results.
To know if your content contributes to actual results, it is significant that you divide your content based on purpose and clear KPIs. For example, do you want to increase your follower base or do you want to generate more conversions? That decision will guide the type of content that is created and how to measure its results.
The most common types of content are:
Search optimized blogs
Social media posts
Infographics
Webinars / podcasts
Guides / white papers
Converting articles
Landing pages / service pages
Your story
Customer recommendations
Customer case