What is digital marketing?

Digital marketing is a set of marketing methods and tools that use digital channels to attract and retain consumers. And if Internet marketing, limited to the use of Internet tools only, then Digital includes, in addition to the mentioned, the use of advertising and promotion outside the Network, that is, it uses digital resources in online and offline modes for promotion. So, for example, a QR code on a coupon can store a link to the site.

Digital marketing tools

• Contextual advertising. Publication of advertisements on various resources.
• SEO promotion. Optimizing your own site to increase organic traffic.
• Banner advertising. Publication of product offers as banners.
• Advertising windows. Placement of pop-up windows with advertising offers on Internet resources.
• Television advertising.
• Radio advertising.
• Native (natural) advertising. Comments, reviews on forums, blogs, etc. that contain advertising.
• SMS mailings. Paid mailings of advertising offer.
• QR codes in offline. Contains links to resources on the network.
• Viral advertising. Materials containing a mention of the brand that have become widely distributed on the network: comments, mentions…

Digital marketing tools can be divided into three main groups

1. Paid – any resources paid for by the customer
2. Own resources belonging to the business owner (website, groups in social networks, …)
3. Purchased (earned) – earned media (posts on forums, reviews, …)

One of the main advantages of using digital marketing is the use of analytics to study and, accordingly, better understand the behavior of the target audience when promoting a product. It is the use of “numbers” in the analysis that allows you to accurately determine many parameters of the target audience: gender, age, interests, region of residence, etc.

Having information about the target audience and the characteristics of the product, you can choose a set of tools, resources and channels to effectively solve the promotion tasks. In fact, the specifics of the product, the parameters of the target audience, the opportunities and the goals of the business allow you to form a strategy to use a specific set of opportunities, without the need to cover all digital marketing tools. Digital analytics allows you to evaluate the effectiveness and, if necessary, adjust the company’s increase in sales, which occurred thanks to the use of digital marketing tools.

Oleksandr Romanenko

Head of SEO

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