Digital marketing strategies use a variety of tools to attract and convert customers. These tools and tactics can vary depending on the type of business and its customer base.
Marketers can tap into a consumer’s emotions to generate brand awareness, boost sales and drive ROI. But to achieve those goals, they must first understand the fundamentals of digital marketing.
Reaching a Wider Audience
When it comes to promoting products or services, digital marketing offers you the opportunity to reach a wider audience than traditional advertising. Depending on your budget, you can create an online ad that appears on a variety of platforms, including social media sites, video streaming services, and mobile apps.
With digital marketing, your customers can take action right away if they find an ad or piece of content that interests them. This can be a great advantage when you’re trying to convert potential customers into buyers.
When you promote a sale on running shoes, for example, you can reach a specific subset of your target market rather than all marathon runners. You can also segment your target audience by their interests or lifestyles. This includes age, location, and other factors that can help you connect with them more effectively. This makes targeting a broader audience possible without having to increase your overall marketing budget. This can be an essential step to achieving your business goals.
Automated Tracking
Using automation tools to track potential customer behavior and preferences takes guesswork out of the marketing process. This allows businesses to create more relevant and useful content for prospects.
A tracking pixel is an HTML code snippet that is placed on a website or in an email. It sends information to the server when a browser opens it, enabling marketers to acquire data for online marketing and web analysis.
In B2B environments, tracking a prospect’s journey through the sales funnel helps prioritize staff time, establish the most appropriate point at which to hand a prospect over to sales and evaluate campaign effectiveness. Closed-loop reporting also removes the guesswork when it comes to determining ROI.
Finding an ATS with one-click automatic integrations saves digital marketers without a coding background from the tedious task of setting up and managing complex settings. It also gives them access to comprehensive reports on 30+ metrics in seconds. This is a significant time savings for any business.
Gathering Customer Data
Digital marketing equips companies to accurately collect and segment customer data with tools such as email or social media campaigns, and retargeting of well-profiled customers. It is also possible to track consumer behaviour through a range of methods – for example, analyzing the results of an online survey to find out how effective a marketing campaign was.
Most firms will ask for customers’ personal and business information when they sign up to a company’s service, subscription, or loyalty program. This is a low hanging fruit for collecting data, which can help to establish basic demographic and firmographic profiles.
The most valuable data comes from tracking customers’ browsing histories on a company’s website using cookies and web beacons, and then following them as they move around the internet through different browsers. This enables companies to refine and target advertising, or even sell their customer data to data companies. However, consumers must be confident that a company is transparent about its use of their data and provides fair value in return to continue providing it.
