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Hello! In this article, we will talk about such a promotion tool as digital marketing.

Today you will learn:

• What is digital;
• To whom does it suit;
• What are the tools of digital marketing;
• How to implement a digital promotion strategy.

Long gone are the days when advertising messages were distributed exclusively through offline channels. In the 21st century, the century of high technologies, electronic digital communication channels with consumers dominate.

What is digital marketing

Digital or digital marketing is a communication tool with the consumer, which is carried out through special digital channels, such as: smartphones, computers, tablets, television, radio, digital screens. In addition, digital marketing is embodied in offline channels in the form of links to electronic resources and QR codes.

Digital marketing involves a personalized approach, which means that you must have an idea about the needs, preferences, interests and other data of your potential client.
The whole process of building an advertising campaign on the Internet can be expressed in five main stages:

1. Define the goals of your digital advertising campaign (increase sales, attract consumers, get data, and so on), develop a strategy;
2. Choose channels for disseminating the message;
3. Formulate a communication message, present it in a form corresponding to the selected channels;
4. Launch an advertising campaign;
5. Regularly monitor and analyze the advertising campaign, adjust if necessary.

In addition, digital marketing, despite the variety of distribution channels, is preferable for attracting active Internet users.

Another specific feature of digital marketing is its informational focus. Therefore, if your goal is solely sales, then digital marketing is not for you. But on the other hand, digital technologies will do a great job of increasing your brand awareness and bringing information about the product to the consumer.

The following are the benefits of digital marketing:

• Rapid growth of brand awareness;
• Relatively low cost;
• Possibility of control and correction;
• Unobtrusiveness.

Types and tools of digital marketing

There are two types of digital marketing: distributed in the online space and distributed in the offline space. Each of the types, in turn, has its own implementation tools. Let's present them in a table.

The most effective solution will be a combination of several tools at the same time. This will allow you to reach the largest possible audience.

Digital Marketing Strategies

If you decide to apply digital marketing to your business, then the first thing you need to do is develop a strategy. In order to make it easier for you, we will present a step-by-step algorithm for compiling it, and then we will give an example.

1. Work out the goals of your digital advertising campaign. They must be digitized, that is, presented as specific numerical values. For example, increase website traffic by 40%.
2. Determine the target audience of the advertising campaign. It must match the target audience of the product you are promoting.
3. Determine the competitive advantage of the product you are going to promote (or the company as a whole). You will have to express them in the communication message.
4. Select the distribution channels for the communication message. We recommend choosing multiple channels.
5. Develop a communication message, as well as its design, corresponding to the selected channels.
6. Calculate the budget and set deadlines.
7. Consider metrics to measure performance for each channel.
8. Control, analysis of results and adjustment as necessary;

Example. Imagine that we are "Volosatik", where we offer hair care products. The store is located in Moscow and we sell only in Moscow. We recently launched a new product - raspberry anti-dandruff shampoo and we want to inform the target audience about the new product through digital marketing. The cost of shampoo is 600 rubles per 200 ml.

1. Purpose: to convey information about the new product to 60% of the target audience;
2. Target audience: visitors to our online store living in Moscow, aged 20 to 55 years old with dry hair and dandruff, income level from 50 thousand rubles per month;
3. Competitive advantage: natural composition, the effect of application confirmed by experts, original packaging, unusual rich raspberry smell.
4. Channels: contextual advertising and email-mailing;
5. Communication message.

1. Budget and terms: 3,000 rubles for 14 days;
2. Performance indicator and control: Click-through rate (CTR) - shows how many users clicked on the link in the advertisement.

Digital agency

The last point I would like to talk about is digital agencies. Compared with ordinary advertising agencies, digital agencies' services are to promote products on the Internet or using the network and high technology.

Digital agency services include:

• Website development and maintenance;
• Promotion in blogs, groups in social networks and other thematic sites;
• Conducting an advertising campaign on the Internet;
• Carrying out other events using high technologies and the Internet. For example, holding a competition in a shopping center based on a mobile application.

The purpose of the digital agency is to transfer the consumer from offline to online space, that is, to increase sales via the Internet.

Faced with this term, not every user understands what it is about, but meanwhile it is a kind of marketing of goods and services, which is based on the perception of various digital devices.

Digital marketing is interaction with the consumer through various digital communications - tablets, laptops, computers, phones, radio, digital screen. In addition, the use of offline channels and QR codes is available.

The features of this communication with potential customers lie in the personalization of the appeal, which means that you need to find out everything about the user, his passions, interests and preferences.

• identify the goals of the upcoming mailing - increasing demand, finding new partners, and so on;
• determining the source for sending the message;
• formation and provision of a message form according to the selected distribution channels;
• launch of an advertising campaign;
• control, analysis and correction of advertising.

What are the prospects for digital marketing you can learn in this video:

• the success of its application to products of a specific nature, which is necessary for a narrow circle of users, which ensures easy personalization of the user;
• despite the huge range of channels used, the Internet and its active audience will still be the best option;
• Digital marketing is designed to inform about the product, it is not so successful when used to sell products, but it will provide brand recognition.

Pros and Cons of Digital Marketing

Following all of the above, there are several advantages of this advertising option:

• interaction with a wide range of target audience;
• the opportunity to inform a wide range of the public in a short time;
• work with clients through feedback, which ensures that all information is received;
• greater user engagement through powerful impact on them;
• increase the credibility of the brand and the manifestation of trust in it;
• increasing competitiveness through a non-standard approach;
• the ability to monitor results in real time;
• attracting new customers and increasing sales.

The cons are quite minor and easily overcome:

• a narrow circle due to the specifics of products;
• not all clients like personal treatment;
• with a poor construction of an advertising campaign, the possibility of getting lost among the spam information that exists on the Internet.

Types of Digital Marketing and Tools Used

• use in offline space;
• use online.

Each of them is implemented through its own tools, for example, the following are used to disseminate information online:

• - these are text ads in search engines and on websites;
• media advertising is an emotional impact through video and graphic images, this option has a lot of advantages, as it provides brand recognition and a colorful product presentation;
• targeted advertising - displaying ads on social networks according to the interests of groups. you will learn how to properly set up and use such advertising in social networks;
• teaser advertising - traffic cheating and trade in cheap products;
• SEO optimization - ranking and bringing the site into the state required by search engines;
• SMM - a complex impact on the user in social networks in order to locate him to the manufacturer;
• aggregators and marketplaces - platforms for collecting and comparing offers from various companies;
• viral advertising - makes the user want to put a click so that a friend sees it, and so on. Methods and tools of viral marketing are described in detail;
• Email mailing - a personal appeal to a network user through a mail letter;
• PR on the Internet is a tool for creating value and securing the position of the product on the network;
• crowd marketing is a recommendation material distributed through forums;
• Push notifications - advertising notifications that appear on the desktop or smartphone screen;
• channels and chatbots in the messenger - promotion of content in messaging programs such as WhatsApp, Viber, Telegram;
• CPA - getting traffic and a client base with payment of a certain amount to the advertiser;
• content marketing is the creation and distribution of useful content on the Internet, a very difficult option, but also the most cost-effective.

Channels and Strategies

In order to apply digital marketing, it is necessary to use a well-developed strategy, and there may be several options:

1. Performance marketing is result-oriented marketing, when measurable goals are the basis for applying the strategy. It works like this:

• only goals and budget metrics are formed by the project manager - achieving an ROI by 30% or a buyer's check from 10,000 rubles, or reducing the cost of attracting a buyer to 2,000 rubles;
• the marketer is provided with space to use any of the tools indicated by the manager to choose from, the main achievement of the goals set;
• in addition, the specialist directly involved in the project must control the density and quality of communication with the site user at all stages of the process;
• in addition, the agency requires the client to set up end-to-end analytics, including CRM business, in order to be able to view the results of their activities at all stages of interaction with clients.

1. The usual strategy is the use of classic digital marketing options, its goal may be not only to achieve economic results, but simply to have indicators at the proper level that affect the company's profit indirectly.

In this case, it is desirable to use the following channels:

1. Working out the goal of an advertising campaign, which is digitized in real terms, for example, increasing website traffic to a certain level.
2. The target audience is determined taking into account its interests in a particular product.
3. Defining and highlighting by communicating product benefits.
4. Definition with content distribution channels.
5. Formation and formatting of the message.
6. Calculating the budget and setting time limits.
7. Determination of indicators in order to evaluate the effectiveness of the work done.
8. Control of work, analysis of results and adjustment.

By whom and when can a similar product be used

You can use such a tool in various areas of selling goods and services, for example, in stores distributing information about new products.

Case Studies

English-made insulin appeared, which does not give side effects and provides the patient with a long-term effect of up to 24 hours, the cost of the product is 1,000 rubles per 2 ml ampoule:

• for a pharmacist, the main thing is to promote it among the target audience, for example, the task for a marketer is to promote by 60%;
• the marketer is obliged to interest citizens with interests that are dependent on this drug;
• at the same time, he uses the advantages of the drug and reveals them in full;
• as a tool, he uses mailing lists, contextual advertising, communications and an integrated approach.

New generation insulin from an English manufacturer provides excellent health within 24 hours. A high-quality product completely eliminates unwanted sensations, as it adapts in the body, regardless of the group of diabetes.

• at the same time, a marketer has a budget of 10,000 rubles and a time limit of up to 2 weeks;
• click-through rate (CTR) will be used as a performance indicator to find out the number of buyers who clicked on the link placed in text messages.

digital agency

The purpose of its services is the promotion of information through digital tools on the Internet using high technologies.

The agency can provide the following services:

• development and promotion of sites;
• promotion of information in blogs and social networks;
• providing advertising on the Internet;
• promotion of the product in other sources through the application of technological developments, for example, direct contact with the consumer using promotions in a supermarket.

Important: the purpose of the agency's activity is to interest the consumer through offline communication with subsequent transfer to the Internet.

Conclusion

If you want to start promoting the product on your own, relying only on the information received, you need to be patient and be prepared for the loss of funds, since this advertising option has many specific nuances.

How Digital marketing differs from Internet marketing - see here: