Well, I’ll start by saying that digital marketing is kind of like a general term used to distinguish between the specific media or medium used to send a message. Growing from the inception of the internet and becoming a data-driven method of converting potential customers into acting customers. Digital marketing is smart. Cliche term, I know, but of course digital marketing has the ability to benefit from advances in machine learning to make campaigns increasingly dynamic with the ability to understand potential customers on a mind blowing level.
If you are more interested in just learning about social media, check out my post which offers some great statistics and information about the various platforms being used.
Look into Google’s work with machine learning and digital marketing and you’ll see the implications of what could be possible.
There is no question that machine learning will significantly disrupt the marketing industry, and with advertising giant and technical pioneers at Google leading the innovation, we all know it is just a matter of time. It’s application goes far beyond digital marketing, but for now I will leave it at that.
Alright, let’s zoom out a bit and look at the bigger picture that is digital marketing.
Combine email, websites, web apps, mobile apps, and social media networks and you will have a basket of tools available to you under the umbrella of digital marketing as it applies to the internet. More platforms exist off of the internet, but are still considered digital marketing. TV, radio, text message, and others are all examples. The great thing about digital marketing is the ability to track performance using detailed analytics, changing and adapting the message depending on the interest shown by the customer and other salient factors like time of day and geographic location. Building and managing customer relationships through digital platforms also applies to this wide field, but you can learn more about that by Googling “CRM software”.
Send visually rich and engaging content to those who are on your mailing list. Using various platforms for email marketing management, one could automate the sending of emails and develop a system content is personalized and inspires action to be taken on the customers’ side. For example, sending an email that highlights recent discounts on items the customer has been looking at. Or even emails that are triggered by other consumer behavior like what the customer has been Googling lately. Using the information from a customer’s Google searches allows for the email marketer to position their product or service as the answer to the customer’s questions/ searching.
There are many platforms out there for email marketing. The one I am most familiar with is MailChimp. It allows the creator to build unique campaign plans that are customizable and can be easily automated, which ultimately results in a better experience with the brand and a more positive perception of it as well.
Using cookies to send targeted banner advertisements has become commonplace within digital marketing. Understanding what behavior correlates most strongly with purchasing is the first step in developing a well targeted strategy of conversion. Potential customers search for information, compare products, voice concerns, and end up purchasing, all through websites.
Digital marketing is kind of like where software engineering meets the generic world of business and marketing.
Google AdWords and Analytics are only a portion of digital marketing and we will see other companies offering similar services in the future. For example, Amazon’s massive suite of web services ranging from cloud computing to game development.
As always, the underlying goal of digital marketing is to make meaningful experiences happen. It revolves around the personalization of everything, to cater to specific customers instead of carpet bombing the same message into an entire consumer segment. While the consumer segment may allow marketers to develop a targeted message based on some shared characteristic among the segment, it does not have the ability to be as targeted compared to what is possible through digital marketing and automation.
Stay tuned in for more posts on the topic of digital marketing, as I’ll be going for certification in Google AdWords and Google Analytics over the next couple weeks. I’ll also be sharing information on best practices in regards to SEO and SEM. You can sign up for the newsletter to receive posts directly to your preferred email, or a friendly notification so you can head over to the site and check out the newest posts. Just click here, enter your name and email, and be linked in to marketing insights (and other interesting articles) brought to you through the perspective of a millennial/marketer/all-around technology. I hope you enjoyed this teaser into the future of digital marketing!