What is Digital Marketing?
Digital marketing refers to all marketing techniques used on digital media and channels to promote products and services. This is the whole world. Which channel to use? What are the pros and cons of different types of digital marketing? Where to start?
Generally, the choices we make in digital marketing are conditioned by these two questions: WHY are you turning to digital marketing, and WHO are you trying to reach? Answering these two questions will help you select the right formats and channels to achieve your goals
Types of Digital Marketing
- Content Marketing
- Search Engine Marketing (SEM)
- Display advertising
- Mobile Marketing
- Social media marketing
- Email Marketing
- Influencer Marketing
- Affiliate Marketing
- Video marketing
- Audio Marketing
What is Content Marketing?
Content marketing consists of creating and distributing content, whether text, images, or multimedia, as long as what you offer has a certain value for your audience, unlike advertisements that do not have only one goal: to sell. If you are in B2C (business to consumer), a simple publication on social networks can sometimes be more effective than a report, white paper, conference or other.
Pros and Cons of Content Marketing
- It’s free in the sense that you try to attract your audience to you, instead of paying to get your message delivered to the masses
- Content marketing is very versatile and can help you build your brand while educating, entertaining or inspiring your audience. Content is the element that feeds other types of marketing, SEO optimization, social networks or email campaigns for example
- The popularization of content marketing means that space is full of blog articles, videos and all types of content. So it’s hard to stand out
- To be effective, you need to find consistent, good quality content that can also represent your business and help you achieve your goals.
What is Search Engine Marketing?
The principle of search engine optimization marketing is to make your business, your site, and your products appear at the top of the search results, each time users type in a particular word (or phrase). We think of Google (the most used), but also of Bing which is often used by companies (therefore a very good choice for those who do B2B). This type of marketing includes both natural referencing (known as SEO or search engine optimization ) and paid referencing (PPC or pay per click ). And this, on desktop computers as well as on mobile devices
Types of Search Engine Marketing
As suggested by the optimization O, SEO corresponds to being well “referenced” on search engines. This means creating content that your audience will actively seek, and ensuring that the platforms on which your content is located are also optimized for good SEO. This is something that everyone should do, regardless of your type of business or your industry.
“Pay per click” is a form of paid SEO, for example, Google Adwords or Bing Ads. This is almost how SEO, except that these results appear above the natural search results, and the mention “ad” (advertising, in English) is added to the result. You can buy one of the best positions through auctions, based on words, geographic locations or demographic segments. This is particularly useful for e-commerce sites and for small businesses.
Pros and Cons of SEO
- It’s free
- Once you are at the top of the results, your business will appear all the more authentic and objective with your customers.
- Of course, you don’t have to pay to top the results lists, but creating quality content and optimizing your website takes a certain amount of time and effort.
- You are at the mercy of Google and its algorithms. Also, with the amount of content present online today, it is now very difficult to get to the top of the results
Pros and Cons of PPC
- CFC can quickly get you to the top of search results if you have the budget to do it
- You only pay when someone clicks on your link (hence the name!)
- This can be expensive, especially if you target popular keywords
- Many users are skeptical of paid results and have more confidence in natural results
What is Display Advertising?
The display advertising (or display advertising ), also known as banner ads, much like the printed advertisements in magazines, with the difference that they are online, and it is possible to target a specific reader. This type of marketing has become more sophisticated since the birth of programmatic advertising (where ads are purchased, analyzed and optimized automatically using algorithms) and retargeting (the fact that the shoes you looked at on a site web reappear wherever you go online afterward, for months).
Pros and Cons of Display Advertising
- You can target and target consumers very effectively
- Display ads are very easy to follow and allow you to measure your conversion rates in real-time
- Customers may not see or ignore ads entirely, to focus on the content they are trying to read
- You have to find a way to maximize your impact, so that people notice you, but not too much so that you don’t annoy them.
What is Mobile Marketing?
Mobile marketing is almost as extensive as the entire digital marketing and cuts across many other types of marketing. Mobile marketing consists of doing everything you do on a desktop computer, adapting it to mobiles, in addition, deploying specific strategies for this type of device (in-app advertising, SMS and instant messaging). It is all the more important to do mobile marketing if you are targeting a young audience.
Pros and Cons of Mobile Marketing
- Consumers (including you and me!) Use their phones much more than their computers these days. So doing mobile marketing is like looking for them where they are
- Mobile marketing can hyper-target, that is, use specific audience segments or geographic data to target a very specific audience
- Phone screens offer very little space, mobile ads receive few clicks (and existing clicks are partly due to handling errors), and most apps fall into oblivion after being downloaded
- People don’t want to be interrupted by brand ads and marketing messages while chatting with family and friends
What is Social Media Marketing?
Unlike other channels such as television, print ads, and display advertising, social networks bring a whole new dimension: interaction. Instead of simply spreading its message to the masses, social networks offer the opportunity to interact with its customers and listen to what they have to say. There are many different platforms: Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, Snapchat. You can do free and natural marketing (Facebook groups, stories, Messenger, etc.), or paid (paid ads from Facebook, for example). All businesses should be available on at least some of these networks.
Pros and Cons of Social Media Marketing
- The efforts you provide can easily be multiplied since users will like, comment and share your content with their contacts
- Facebook ads, in particular, are very sophisticated these days and allow targeting a specific demographic segment
- People like Mark Zuckerberg who run these networks are constantly adjusting their algorithms and finding new ways to make money. So it’s hard to keep up with all the latest changes
- Posting a few items on social media may seem easy, but it still requires a real strategy and much more time than we imagine
What is Email Marketing?
Emails are almost out of fashion these days, with Snapchat and the many instant messengers available on the market. However, email marketing campaigns remain one of the most effective ways to reach your target audience. Clothing brands and e-commerce sites notably obtain excellent results with seasonal promotion campaigns (Mother’s Day, Valentine’s Day, etc.), while taking care of their “prospects” through newsletters.
Pros and Cons of Email Marketing
- Having an email list allows you to stay in touch with your customers, regardless of the algorithm changes made by social networks (imagine that Mark Zuckerberg suddenly decides to close your Facebook group!)
- Staying in regular contact by email allows you to build a real relationship of trust with your customers and to make them remember you.
- Many emails go to the trash without even being opened. So you have to find a catchphrase to grab the attention of your customers from the start
- We must continually find ways to bring something new so that its customers do not unsubscribe from its list
What is Influencer Marketing?
For this type of marketing, you must associate yourself with an influencer (celebrity, expert, etc.) who already has its own audience. When this person promotes your products on Instagram, Snapchat or YouTube, their loyal followers will follow their recommendations and buy your products. But this type of marketing also works very well for B2B. Simply, the exchanges will probably be more formal and targeted towards an expert in your sector of activity.
Pros and Cons of Influencer Marketing
- You take advantage of all the influencer contacts, instead of having to build your own audience
- Partnering with a well-known personality can help you become instantly cool, especially with young audiences
- Finding an influencer is not as simple as paying a celebrity handsomely. It’s best to find the right influencer for your audience and associate with that person in a natural way
- There is a growing distrust of influencers these days. So you have to be extremely transparent that you are paying them to promote your brand
What is Affiliate Marketing?
Joining means outsourcing the promotion of its products to an individual or a third-party company, in exchange for a commission on sales. This is a very common practice among bloggers and owners of e-commerce sites (see Amazon Associates ). The affiliate will promote your products on their website, and if users click on this link and purchase your products, the affiliate will automatically receive a commission.
Pros and Cons of Affiliate Marketing
- Affiliates do all the work for you
- You only pay when a sale is made
- You don’t have 100% control over your brand. There You will need to educate your affiliates about your brand identity and its message
- You can’t just make a deal with your affiliates and that’s it. You will also need to track their progress among other things
What is Video Marketing?
Video is the star among other types of digital marketing these days, and if you could only remember one thing from this article, that’s it! It can be a short video clip or a longer format, intended to educate or entertain, previously recorded or filmed live, for example. Producing a television advertisement and putting it online is no longer enough. It is now necessary to create tailor-made content for digital channels
Pros and Cons of Video Marketing
- Video can be a very effective way of getting your message out because it appeals to the emotions of viewers. Much more memorable than pictures or text
- All the best-known networks (Facebook, Instagram, Linkedin) favor video content. This means that video content is even more visible than other types of content. It will, therefore, receive more likes and comments, and will also be better referenced
- We have a very short focus time, so your videos need attention in just a few seconds. Otherwise, they will move on
- Anyone can make a video at a low cost, but creating a good quality video with effective and interesting content takes skills, time and money.
What is Audio Marketing?
Radio has changed significantly since the heyday of radio programming in the 1920s, 1930s, and 1940s. Although radio has been replaced by television, there are still many people who listen to the radio regularly. And this is all the truer today with the arrival of internet radios. Channels like Spotify still offer the possibility of broadcasting traditional advertisements, but what is called audio marketing extends to much more than that! We will think in particular of podcasts and personal assistants like Alexa from Amazon as well as Google Home
Pros and Cons of Audio Marketing
- Audio formats, whether traditional radio or podcasts, are a great way to reach a busy, busy audience when they are willing to pay attention to what you are saying.
- Audio content may be easier and cheaper to produce than video content (and you may even be able to reuse other types of content, such as taking the soundtrack of a video)
- Your audience will often be doing several things at once when accessing your audio content. It can, therefore, be difficult to push them to do this or that action (there is no easily accessible button that appears before their eyes!)
- Marketing campaigns on personal assistants is still experimental, and it’s hard to get on with the job without any immediate return on investment