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Businesses use digital channels like Google searches, social media, emails and websites to connect with their customers or prospects.
Consumers now spend twice as much time online as they did 10 years ago. Consumption patterns have really evolved, and offline marketing has lost effectiveness, in favor of digital marketing.
Digital marketing is all activities used on the web to promote a product or service to the public. It can take many forms such as maintaining a website or blog, social networks, or digital advertising.
The role of web marketing has always been to put companies in contact with their audience in the right place and at the right time. Today, we need to meet consumers where they spend most of their time: on the internet.
HubSpot ‘s specialty is inbound, an extremely powerful method for attracting visitors, converting leads, closing sales and retaining customers online. An experienced inbound marketer will be tempted to say that inbound marketing and digital marketing are practically equivalent, but some subtleties can be noted
Before understanding what digital marketing is , it is important to understand the objectives of marketing itself. What is its function and what is it used for?
From your company’s website to different aspects of digital communication (digital advertising, e-mail marketing , web brochures, etc.), digital marketing covers a wide spectrum of tactics, content and varied marketing actions .
The best marketers know how to precisely connect each type of content and tactic to strategic objectives. Here are the most common forms of content and tactics.
What are the characteristics of digital marketing?
Digital marketing covers a wide spectrum of tactics and content such as your company’s website, different aspects of online branding (digital advertising, email marketing, web brochures, etc.).
The best marketers know how to precisely connect each type of content and tactic to strategic objectives. Here are the most common forms of content and tactics:
Search Engine Optimization (SEO)
This involves optimizing a website for natural referencing so that it obtains the best possible ranking in search engine results and thus attracts more organic (free) traffic.
Content marketing
It involves creating and promoting different forms of content in order to increase brand awareness, increase traffic and generate leads or customers.
Inbound marketing
Inbound marketing is a full-funnel approach to attracting visitors, converting leads, closing sales and retaining customers using online content.
Social media marketing
This practice consists of promoting content and a brand on social networks in order to improve its notoriety, attract traffic and generate leads.
Cost per click (CPC)
This is an advertising method aimed at attracting traffic to a website. The broadcaster is paid each time an Internet user clicks on an advertisement. Googles Ads (formerly Google AdWords ), used for paid search , is one of the most common forms of CPC.
Affiliate Marketing
This performance-based advertising method involves receiving a commission in exchange for promoting third-party products or services on a website.
Native advertising
These are content-driven advertisements published on a third-party platform alongside unpaid content. BuzzFeed’s sponsored articles are an example of this. Additionally, many marketers consider social media advertising, such as Facebook and Instagram ads, to be native advertising
Marketing automation
Marketing automation refers to software solutions aimed at automating marketing operations. It often makes sense to automate repetitive tasks, such as sending emails, posting to social media, and certain website actions.
Email marketing
Businesses use emailing to communicate with their audiences. Email can be used in a communication strategy linked to a very specific event, or as part of a newsletter , where the meeting is more regular. It is used in any case to promote content, special offers or events, and to redirect contacts to the company website.
Online public relations
Online public relations involves developing a free online presence through web publications, blogs, and other content-driven sites. They are similar to classic public relations, transposed into the digital world.
Online events
An online events strategy , particularly via webinars, allows you to develop the brand’s authority on a subject, expand your audience and generate leads.
Mobile marketing
In France , 60% of traffic is done on mobile. Make sure you have a responsive website and, if your business has a mobile application , your digital strategy will only be strengthened.
