Digital marketing is nothing but the integration of digital technologies with conventional marketing practices. The basic premise of digital marketing is that consumers need to be constantly exposed to new and innovative content in order to keep them satisfied and come back to the site for more services and/or products. Digital marketing strategies revolve around the development of new digital tools, which will enable businesses to make their products and/or services easily accessible through all means, mediums and devices. Digital marketing also incorporates the use of digital technology in a non-traditional manner such as online advertising, the distribution of promotional material and the participation in web conferences and webinars. In a broader sense, digital marketing also encompasses search engine optimization, pay per click management, social media management, e-marketing, online branding, content management and web analytics.
Digital marketing channels provide a powerful set of tools and processes to online businesses to enhance their online visibility and drive maximum online sales. Social media optimization (SMO) helps businesses optimize their social media channels for generating quality traffic to their sites. Search engine optimization (SEO) makes sure that websites appear in the top results when potential customers or clients type key words or search phrases in the search boxes. Web analytics help in understanding user behavior on a channel to gain an insight into the channel’s performance and identify areas for improvement.
An effective online marketing strategy should encompass several marketing channels and focus on those components that will yield the greatest Return On Investment. Research shows that television, radio, and print ads are still considered to be the most effective forms of advertisements on the internet. But it has become increasingly evident that people are getting picky about which media they prefer to consume. TV commercials and radio ads are not able to effectively compete with online video ads in the online advertising space. Online video channels are experiencing unprecedented growth and this has created a serious opportunity for internet businesses to tap into this unique niche.
A new breed of online marketing experts called “SEO consultants” has been evolving over the last two years. These consultants specialize in helping businesses gain a competitive advantage by improving their websites through strategic planning and research. They analyze channels and platforms that can drive maximum ROI, identify the best displays for each platform, and recommend the types of ads that work the best. With the power of social media at their fingertips, SEO consultants are helping businesses improve their online marketing strategy through creative strategies and high-end research.
Today, there is a growing need for online marketers to embrace the growing importance of Search Engine Optimization (SEO). An effective SEO strategy is critical for obtaining a top search engine ranking. SEO is a form of semiotics that utilizes content, keywords, and site architecture to improve a website’s rankings in major search engine pages. The primary goal of SEO is to obtain a top position on Search Engines for targeted keywords and keyword phrases.
On-Page Optimization (OOP) includes everything from on-page SEO to off-page SEO. On-page optimization deals with the design of a website, including HTML coding, meta tags, images, content and links. Off-page optimization involves everything from link building, internal linking, article submission, social media marketing and more. An effective SEM strategy can result in higher conversions and increased revenue. SEM should be integrated with an effective SEO strategy to achieve the greatest ROI.