How To Do Digital Marketing in 2018

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May 1, 2018
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It’s always best to use an agency while deciding your marketing initiatives. At DMW, we create and implement customised digital marketing strategies for companies worldwide. Here’s a list of things you can do in digital marketing.


1. Search Engine Optimization (SEO)

According to Moz, SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines.

Due to constant updation from Google, many believe SEO to be ineffective and pointless. However, Google’s algorithm only tries to prevent manipulation and filters sites that don’t deserve to be on the top of SERPs.

Needless to say, SEO is something every company should pay heed to. Every website should address the technicalities related to content and query matching, spidering, indexing, and interpreting non-text content.

SEO is a growth-hacking strategy that can drive offline traffic to your website.


2. Search Engine Marketing (SEM)

Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. Hence it is also called Paid Search Marketing.

These ads, often known by the term pay-per-click ads, come in a variety of formats. Some are small, text-based ads, whereas others, such as product listing ads (PLAs, also known as Shopping ads) are more visual, product-based advertisements that allow consumers to see important information at-a-glance, such as price and reviews.

By far, Google AdWords is one of the most used tools for SEM.

You may choose a single-point strategy like PPC, or go for a complete SEM strategy, including Display and Retargeting. Ensure to have this handled by a professional, as using wrong keywords can cause over-spending.


3. Content Creation

Like SEO, content marketing is also a cost-effective growth strategy as content creates value for your current and potential audience.

Content used to be presented in different formats, including blogs, white papers, e-books, case studies, how-to guides, q&a articles, etc. Content today however requires to be more interactive to ensure engagement and higher conversions, like infographics, videos, calculators, quizzes, polls, etc.

You can be creative and create content on any topic and then skillfully link it indirectly to your business. Tools like Canva can be used to create such interactive content that generates high engagement as well as qualified leads.

Good content is shared and is the best way for branding your business. There are a lot of platforms to share your content, besides just your company blog.


4. Social Media Marketing (SMM)

Social Media Marketing or SMM is an offshoot of your SEM efforts. It involves driving traffic to your sites or business through social sites like Facebook, Instagram, Twitter, Pinterest, Google+, Linkedin, etc.

Good content is shared and liked. So create and customize content for different social media platforms. Remember to be prolific and original; you need to engage with users on a daily basis, at least four to five times a day. Your SMM efforts can be especially helpful for branding and driving sales.


5. Digital Display Advertising

This again is a subset of your SEM efforts. You may use a variety of display advertising formats to target potential audience - be it text, image, banner, rich-media, interactive or video ads.

You can customise your message based on interests, content topics, or the position of the customer in the buying cycle.

However, note that Digital Display Advertising is relatively costly. You need experts to drive good ROI for your business.


6. Retargeting and Remarketing

Essentially, Retargeting or Remarketing is a strategy to target customers who have already visited your website. It is based on cookie technology.

Retargeting has emerged as a preferred strategy as you target customers who have already shown interest in your business; and hence the conversion rate is high.

You may engage in Retargeting on your site, or on social network or on the mobile. Visualise your strategies based on the customers' buying cycle.


7. Mobile Marketing

According to studies, Mobile Marketing will be worth $700 billion by 2017 in the US alone.

It is best to ensure your website, apps and content are customized for mobile devices.

As more people use smartphones, tablets and other mobile devices, the potential of mobile market continues to grow.


8. Viral Marketing

Viral Marketing is a strategy where a unique content spreads exponentially online, because the content is appreciated, shared and liked immensely.

This is a great way to brand and drive traffic to your website. The content can take any format; all you need is to be creative.


9. Email Marketing

When you send a commercial message through email to a list of potential customers, the strategy is called Email Marketing.

With an effective email marketing software, you can maintain email lists that are segregated based on several factors, including customers’ likes and dislikes, and spending habits. Remember to send personalized emails; this helps to develop trust.

However, note that Email Marketing may also be considered as spamming and there are laws against it in some countries.


10. Affiliate Marketing

Affiliate Marketing is a performance-based marketing program, where you pay publishers who bring you customers. The performance may be based on conversions - promotions, leads or simply sales.

You may like to be part of the affiliate programs of different publishers. Essentially, the publishers will give you space in their pages to advertise your business and help you drive conversions; and you will pay them based on the compensation model.

You may avail the help from an Affiliate Network, which will give you a large base of publishers, and other benefits like tracking and reporting technology.

Affiliate Marketing is especially useful for startups, as it will bring in more traffic to their business through high-traffic sites.

In essence, Affiliate Marketing is a win-win situation for both the merchants and publishers.

Sites like Amazon, eBay, LinkShare and Flipkart run Affiliate Programs. In fact, most online businesses with appreciable traffic have their own affiliate programs.


11. Digital Media Planning and Buying

When a media agency researches and makes a comprehensive strategy framework, we call it Digital Media Planning.

Be it in driving sales or conversions, launching a new brand or promoting an established brand, or changing customer behaviour, the media agency plans different platforms and formats to reach the desired audience. It studies reach and frequency of different web-based and mobile applications.

The agency works with different partners and buys relevant space and ideas. This is called Media Buying.

In essence, Media Buying and Planning entails all the strategies that we have discussed above.


12. Web Analytics

Perhaps, the most important aspect of your Digital Marketing is Web Analytics.

Essentially, Web Analytics helps you to collect, measure, understand, analyse, plan, report and predict the web activities for your business.

Web Analytics should not be confused with Web Statistics. As opposed to simple reporting, Web Analytics gives you analyses and different angles to ponder vis-à-vis your business.

Some of the important Web Analytics tools are Google Analytics, Spring Metrics, Woopra, Clicky, Mint and Chartbeat.

It goes without saying that every advertiser should use Web Analytics to understand his business and improve the ROI and conversions.