Definition and Importance of Digital Marketing
– Digital marketing uses internet-based technologies to promote products and services.
– It has changed the way brands and businesses use technology for marketing.
– Digital marketing campaigns employ various strategies such as SEO, SEM, content marketing, and social media marketing.
– It extends to non-internet channels like television and mobile phones.
– Digital marketing is different from online marketing.
– Raising brand awareness is a key objective of digital marketing.
– Brand awareness influences brand perception and consumer decision-making.
– 81% of digital marketers have focused on enhancing brand recognition.
– 89% of B2B marketers prioritize improving brand awareness over increasing sales.
– Brand awareness is important due to the growth of online shopping and the role of digital interaction in customer behavior.

History and Evolution of Digital Marketing
– Digital marketing began in 1990 with the creation of the Archie search engine.
– Companies started using online techniques like database marketing in the 1980s.
– Customer Relationship Management (CRM) applications became significant in marketing technology.
– The first clickable banner ad went live in 1994.
– The development of social media in the 2000s further diversified marketing technology.
– Marketing automation was developed in 2007 to automate conventional marketing processes.
– It helped companies segment customers and launch personalized multichannel marketing campaigns.
– The proliferation of devices capable of accessing digital media led to sudden growth in the 2000s and 2010s.
– Social media platforms like LinkedIn, Facebook, YouTube, and Twitter became essential for consumers.
– Digital marketing became the most commonly used term in the business industry.

Non-Linear Marketing Approach
– Nonlinear marketing is a long-term approach that collects information about online activities.
– It focuses on reaching prospective customers across multiple online channels.
– Nonlinear strategies involve adapting advertising to different platforms and individual buyers.
– Tactics include SEO, social media marketing, video marketing, email marketing, and content marketing.
– Consumer responses to traditional marketing approaches are becoming less predictable.

Online Methods to Build Brand Awareness
– Search engine optimization (SEO) improves website visibility and brand-related content.
– Search engine marketing (SEM) or PPC advertising positively impacts brand recognition and conversions.
– Social media marketing emphasizes content, interaction skills, and real-time monitoring.
– Content marketing, such as brand-centered blogs and videos, improves brand recall and engagement.
– LinkedIn has become one of the most-used social media platforms for business leaders.
– Influencers allow brands to reach large audiences on social media platforms.
– Influencers can be reached through paid advertising or sCRM software.
– Universities now focus on engagement strategies for influencers at the Masters level.
– Pull digital marketing occurs when consumers actively seek marketing content.
– Push digital marketing occurs when marketers send messages without active consumer search.

Consumer Behavior and Impact on Digital Marketing
– Nearly 90% of online consumers in the US research products and brands online before making a purchase.
– Over 50% of consumers research products on social media.
– Businesses rely on individuals with large social media followings to generate positive comments.
– Adapting marketing strategies to target these individuals is common.
– Online Behavioral Advertising (OBA) raises concerns about consumer privacy and data protection.
– 70% of marketers prioritize increasing brand awareness on social media platforms.
– Facebook, Instagram, Twitter, and YouTube are the top platforms used for social media marketing.
– Personalized content improves brand recall and engagement according to 56% of marketers.
– Influencer marketing and segmentation are important concepts in digital targeting.
– Online behavioral advertising delivers tailored advertisements based on user interests and preferences.

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