It goes by many names: Internet marketing, social media marketing, content marketing. But, digital marketing is the official name of the game. The wide range of titles is reflective of the general confusion about what digital marketing really covers. The generic definition of digital marketing is simple: it’s the promotion of products or brands through electronic media. But what does this really mean? And more importantly, how is it achieved? As an expert digital marketing agency in Orlando, Appleton’s here to provide clarity for this growing medium.
Digital marketing vs. Traditional Marketing
Digital marketing encompasses a range of deliverables from pay-per-click (PPC) campaigns to infographics. Content marketing is also a branch of digital marketing, as well as eblasts, enewsletters, custom analytics and banner ads.
The most obvious difference between digital and traditional marketing is the channel of delivery. Digital marketing relies solely on Internet capabilities whereas traditional marketing is possible through print, TV and radio.
Digital marketing also allows you to measure results in real time, although a traditional marketing campaign allows you to better understand how your deliverables are succeeding long-term. Another difference is that traditional marketing is more affordable with local markets where digital marketing can reach both local and larger areas. While some people are still more comfortable interacting through traditional marketing channels, digital marketing offers an added layer of business-to-consumer engagement.
As with any advertising channel, there are difficulties associated with digital marketing. The Internet is ever growing and locating where your target market resides can be extremely difficult to accomplish. With so many sites and fragmentation, it’s difficult to capture consumer attention, especially when the competition is vying for space on the same webpages. This creation of clutter can cause consumers to develop advertising overload and they may begin ignoring ads altogether. To avoid these pitfalls, it’s important to hire an experienced digital marketing agency.
Another problem is that consumers leave a large data trail as they travel through the Internet. Whether through providing information on sign-up pages or through cookie information, consumers unknowingly build a profile of their demographics and psychographics. While the wealth of data can be a goldmine for marketers, the problem lies in collecting that data and sorting it into meaningful information. It’s a difficult task, but if done correctly, your digital marketing agency can create an extremely targeted campaign.
A never-ending challenge to digital marketing is keeping up with Google’s policies. With Google constantly improving upon their algorithms (500–600 changes a year), it’s important to have an agency to make sure your digital campaign is running at full efficiency. The only solution is to stay current with any system changes and make the necessary corrections as soon as possible.
Digital marketing offers great support to your brand, as well. In fact, it can improve your return-on investment by 300% and improve conversion rates by more than 20%. One of the ways to accomplish digital marketing is through content marketing. Content marketing is a beneficial way to market your brand while establishing your company as an industry thought-leader. And the more continuous you publish content, the more success you’ll gain. By writing 16 blog posts a month, your company can gain 3.5 times more traffic than companies who post four or fewer posts per month.
A large part of digital marketing happens through social media platforms like Twitter, Facebook or Instagram. In fact, 78% of small businesses discover leads through social media channels. You may be wondering whether such a successful channel is attainable for your business. Rest assured, digital marketing is one of the lower cost options for businesses looking to boost their brand.
In addition, digital marketing offers opportunities for personalization. As mentioned before, if your marketing agency can harness anonymous consumer data, you can delve into the psyche of your consumers. You can discover what makes them tick and more importantly, how to make them interact with your brand and click on your product or service. Whether it’s through targeted advertisements or personalized eblasts, your business can make consumers feel exclusive and desired.
Also, having an embedded link to your site in your digital marketing gives consumers a direct route to your offerings.
When you’re ready to implement digital marketing into your business, Appleton has you covered with a multitude of services ready to work for your business.
Our social media expertise can grow your business. Seventy-five percent of online users find that a company’s social profile influences their buying behavior and even increases their brand loyalty. We create online advertisements and pay-per-click ad campaigns to target traffic, drive potential consumers to relevant content and generate conversions.
Our eblasts and enewsletters, such as the one we created for University of Central Florida Medical Center, build brand loyalty, increase consumer recognition of your brand and remains one of the most cost effective ways to reach your target audience.
Because almost 90% of the information consumers retain is based on visual association, our in-house design team is experienced in creating infographics to put your requested information into shareable, understandable graphics such as the one we developed for Orlando City Hall.
Finally, the most important part of creating a successful digital marketing campaign is ROI and being able to measure it. Draw potential clients to your site and provide them with the relevant information they expect. Once on the site, the goal is to convert the potential lead into a new customer. We provide custom analytics to gain insight into consumer interests, on-site behavior, demographics and purchasing habits to help you increase the ROI for you digital marketing efforts.
Join a winning team in the digital marketing game. Appleton Creative is an award-winning, full-service online marketing and advertising agency located in Orlando, Florida. Appleton works with local, national and international clients to deliver custom content, persuasive online ads and expertly crafted campaigns. By implementing valuable and shareable digital content strategies, Appleton can create the perfect social and digital marketing experience for your brand and audience. Your Internet advertising goals are worth a conversation: contact us at 407-246-0092 or firstname.lastname@example.org