Digital Marketing Tutorial

This digital marketing tutorial will lead you through some basic and timeless channels, briefly introduce you to several important tools and familiarize you with their benefits. Another purpose of this tutorial is to create awareness about digital marketing fundamentals so you can implement a set of online marketing tactics better at your company.

Digital marketing definition

Before going ahead with digital marketing as a topic, it is important to find the right definition for marketing as a business activity.

Marketing is the management of value exchange relationships. It is the business process of creating relationships with and satisfying customers. Marketing can also be defined as a process of communicating the right message to the people using the right medium to hit the business objectives.

Digital marketing is a form of marketing that uses digital technologies to promote products or services, as a consequence exchanging values with customers. Such a form mainly uses the Internet, and also includes mobile phones, display advertising, and any other digital medium.

Digital marketing plays an important role in creating brand awareness, engaging prospects along with increasing customer base, it also grows sales in B2C and B2B industries. Digital marketing drives sales in the e-commerce industry and generates leads for the majority of firms.

True advantage of digital marketing

The major advantage of digital marketing is the ability to reach a targeted audience measurably and cost-effectively. Digital marketing lets businesses to compete with a much smaller advertising budget. It gives them laser-focused control on spends if managed effectively. Personalization is another undeniable asset of digital marketing.

Digital marketing strategies

Digital marketing strategy is a series of steps that help to achieve company goals through carefully selected online marketing channels. Digital marketing strategy required several resources to be allocated to conduct market research for building buyer/marketing personas; identify business goals and the digital marketing tools needed; evaluate existing digital channels and assets; audit and plan owned, earned and paid media campaigns; and more.

Digital Marketing Channels

The universe of digital marketing is huge and complex, it includes many topics and provides a diversity of channels which are designed to hit a specific performance goal. As an advertiser one's core objective is to find channels that result in maximum two-way communication and a better overall ROI for the brand.

There are multiple digital marketing channels available particularly. We list the most important below.

Affiliate marketing

Affiliate marketing is a form of referral marketing and performance-based marketing approach in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. It allows the brand to market towards smaller publishers, and websites with smaller traffic.

addtwelve believes that affiliate marketing is perceived to not be considered a safe, reliable and easy means of internet marketing. Affiliates can not produce the demanded number of new customers all the time and can also damage the brand's reputation due to a lack of control over the message.

Display advertising

Display advertising is a popular form of advertising on the internet by showcasing promotional messages or ideas to the consumer. The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method. Display ads are primarily used for awareness-based programs, but can also deliver leads.

Email marketing

Email marketing is a direct communication channel between a brand and a customer. It considers as an act of reaching a group of people with a commercial message via email. Everyday email marketing is an important way of lead nurturing and now it has become part of marketing automation.

Check out how addtwelve do email marketing campaigns.

Search engine marketing

Search engine marketing (SEM) is the most important channel in terms of acquiring new customers based on their intents through search engines. SEM consists of Search Engine Optimization that helps to achieve a higher ranking of a website in search engine results and Paid Search (PPC) that is designed to advertise a business in search engine results pages.

SEM is a core competency of addtwelve. Read more about our approach to SEO and SEM.

Social Media Marketing

Social Media Marketing is the fastest growing marketing channel that uses social media platforms to promote solutions provided by a business. Social media strategies are made and executed to draw in traffic for a website or to gain the attention of buyers over the web using different social media platforms (such as Facebook, Twitter, YouTube, LinkedIn, Pinterest, Instagram, etc.). Specific and unique content is required as a fuel for each social media platform to leverage its advantages.

Online public relations

Online public relations (PR) is another popular digital marketing channel that is used to monitor and manage a brand’s reputation, influence its online community (audience) and drive organic traffic to a website.

Any business should consider leveraging not one but multiple digital marketing channels at the same time. When digital marketing strategy has been correctly built up, the disadvantages of one channel are eliminated by the advantages of another.

addtwelve works with multiple businesses of a variety of industries as one team. We follow a transparent and clear approach to develop performance-based digital marketing strategies that achieve our customers' goals timely and cost-effectively. Feel free to meet our team to determine the best way of reaching your business objectives via the right set of digital marketing channels.