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Digital Marketing, Inbound Marketing, Types, Benefits of Digital & Inbound Marketing

Updated: Dec 27, 2022



Digital marketing is a form of marketing that uses electronic devices to reach customers and measure the impact of promotional messaging. It is used by marketing experts to deliver promotional messages and monitor customer interaction throughout their journey. Digital marketing is typically presented on computers, phones, tablets, and other devices, and it can take many different forms. Examples include online videos, display ads, search engine marketing, paid social media advertisements, and social media posts. By utilizing digital marketing, businesses are able to gain an extensive reach and effectively target their desired audience.


The Surprising Frequency of Online Activity for Americans Americans is engaging with the internet more and more. Recent studies have shown that over three-quarters of Americans are active online on a daily basis. Even more remarkable, 43% of those individuals are visiting multiple times a day, and 26% are virtually always connected.


The Benefits of Online Advertising for Brand Building


In today's digital world, it is increasingly important for businesses to have an online advertising presence. Recent figures show that 89% of Americans go online daily, with 31% online almost constantly. As a marketer, leveraging the digital world and creating a strong online presence can help to build your brand and increase potential customers. A successful digital strategy is a key to capitalising on the potential of online advertising and ensuring a great customer experience.


The Benefits of Leveraging a Digital Marketing Strategy


Implementing a digital marketing strategy is an effective way to reach and engage with customers, prospects, and individuals interested in your products or services. Leveraging digital channels such as social media, pay-per-click, search engine optimization, and email marketing allows you to build a brand, provide a great customer experience, and attract potential customers. By embracing digital marketing, you can take advantage of all the opportunities available to you to reach your target audience, grow your business, and increase your ROI.


The Basics of Digital Marketing


Digital marketing, also referred to as online marketing, is a way to promote products and services to individuals using the internet and other digital communication platforms. This incorporates methods such as email, social media, web-based advertising, and text and multimedia messages all as part of an overall marketing strategy. In other words, any marketing campaign that involves digital communication can be considered digital marketing. By utilizing digital marketing, businesses are able to reach more customers and create a larger network.


Understanding the Difference Between Digital and Inbound Marketing


Digital marketing and inbound marketing are often misinterpreted as one and the same and for good reason. Both of these marketing methods use the same tools such as email and online content to capture the attention of a target audience and turn them into customers. However, the two approaches vary in the way they view the relationship between the tool and the goal. When it comes to digital marketing, the goal is to generate as much traffic as possible to the website by using digital channels. It involves using social media, search engine optimizations, and other digital platforms to reach out to potential customers. Digital marketing focuses on the quantity of the traffic, rather than the quality of the leads. On the other hand, inbound marketing is used to attract customers to the business. It is focused on providing relevant and valuable content to the target audience, which will also help to convert them into customers. Inbound marketing emphasizes quality


The Benefits of Digital Marketing for Businesses


Digital marketing is an essential tool for businesses to consider in order to gain prospective customers. A company's digital marketing strategy may involve the use of multiple platforms or focus solely on one platform. For instance, a business may create content specifically for social media outlets and email marketing initiatives while overlooking other available digital marketing methods. Digital marketing allows businesses to reach their target audiences more effectively, leading to increased visibility and potential revenue. By utilizing the right combination of digital marketing tools, businesses can maximize their reach and engage with a broader audience. This can result in an improved brand image and higher returns on investment.


The Benefits of Inbound Marketing


Inbound marketing is a comprehensive approach to customer acquisition. Rather than focusing on what tools are available, inbound marketing focuses on the goal first. This allows businesses to identify the best way to reach the right target customers and develop an effective strategy to move them through the sales funnel. For instance, if a company wants to increase website traffic and bring in more leads, it can focus on search engine optimization (SEO). This can be done by creating optimized content, such as blogs and landing pages, which can help draw in more potential customers. Inbound marketing can be a great asset for businesses of all sizes. It helps to ensure that companies are targeting the right customers and that their marketing efforts are leading to conversions. By taking the time to plan out a comprehensive inbound marketing strategy, businesses can get the most out of their efforts.


The Benefits of Utilizing Both Inbound and Digital Marketing


Digital marketing and inbound marketing are two strategies that, when used together, can produce significant results for businesses. While each strategy is beneficial on its own, it is important for marketing professionals to understand that the two strategies are complementary and work best when used together. Inbound marketing provides a framework for digital marketing activities, ensuring that each channel is working towards a greater goal. This structure helps digital marketers maximize their efforts and create a cohesive strategy that can lead to increased sales, improved customer engagement, and a better return on investment. Digital marketing, meanwhile, allows companies to reach their target audience in the most effective way possible. Through a combination of paid and organic strategies, businesses can target the right people with the right message at the right time. This improves the chances of a successful campaign and helps businesses build relationships with their customers.


Digital marketing and inbound marketing are two powerful strategies that can help businesses reach their marketing goals. When used together, these methods can be even more effective. Inbound marketing provides an underlying structure to digital marketing efforts, making sure that each channel is working towards a common goal. This combination of techniques can produce strong results for any business. Inbound marketing involves creating content that is geared towards engaging and connecting with potential customers. This content can be in the form of blog posts, ebooks, whitepapers, or social media campaigns. By creating content that resonates with consumers, businesses can build relationships with them, encouraging them to become repeat customers. Digital marketing, on the other hand, is a more direct approach. Digital marketing channels such as search engine optimization paid search, and display advertising is used to reach out to customers and promote products or services.


Why is digital marketing important?


Any type of marketing can help your business thrive. However, digital marketing has become increasingly important because of how accessible digital channels are. In fact, there were 5 billion internet users globally in April 2022 alone.

Digital marketing tactics offer many ways to communicate with your target audience through various channels like social media and text messages. Additionally, it is a more cost-effective technique for small businesses than traditional advertising methods.


Although digital marketing strategies can be effective for both B2B and B2C companies, there are significant differences between the two when it comes to best practices. Here's a closer look at how digital marketing is used in B2B and B2C marketing strategies.

Pro tip: Because B2B clients tend to have longer decision-making processes, and thus longer sales funnels, relationship-building strategies work better for these clients. In contrast, B2C customers tend to respond better to short-term offers and messages.


For B2B clients, relationship building is the key to successful sales. Longer decision-making processes mean that a longer sales funnel is needed, with an emphasis on building relationships rather than quick sales pitches. B2C customers, on the other hand, may respond better to short-term offers and messages, making it important to adjust sales strategies accordingly. By understanding the different needs of B2B and B2C customers, businesses can improve their sales strategies and better meet their customers' needs.


No matter what type of business you are - B2B or B2C - your digital marketing strategy must be geared towards your customer base. This means that your content must be informative and serious if you have a high-ticket product, such as a car or computer. However, there are always exceptions to every rule, so be sure to adapt your strategy to fit your specific needs.


To create well-informed and targeted online marketing campaigns, take a look at your current audience. Doing so ensures your marketing efforts are effective and you can capture the attention of potential customers.


Types of digital marketing

Digital marketing is a vast and ever-growing field, with new tactics and strategies being developed all the time. Here are just a few of the many types of digital marketing you might encounter.


1. Search engine optimization (SEO):


Improving your website's ranking in search engine results pages. SEO is an art because it requires creativity and intuition to choose the right techniques for your website and business. There’s no one-size-fits-all approach to SEO, so you need to be able to adapt as the search engines’ algorithms change.


Search engine optimization (SEO) is the process of improving the ranking of a website on search engines. The higher the ranking, the more likely people are to find the website. There are many factors that go into determining a website’s ranking, including the quality and relevance of the content, the number of links to the website, and the website’s age.


SEO is a science because it relies on data and research. However, it is also an art because it involves creativity and intuition. The goal is to rank on the first page of a search engine’s result page, but there is no one-size-fits-all solution. Digital marketers often focus on Google, since it is a global leader in the search engine market.


Today, the most important elements to consider when optimizing a web page for search engines include:

  1. Quality of content

  2. Level of user engagement

  3. Mobile-friendliness

  4. Number and quality of inbound links

  5. SEO technical optimization

In addition to the elements above, you need to focus on optimizing your website's technical SEO. This includes URL structure, loading times, and broken links. Improving your technical SEO can help search engines better navigate and crawl your site.


In SEO, there's no one-size-fits-all solution. Google and other search engines are constantly changing their algorithms, so what works today might not work tomorrow. The best way to stay ahead of the curve is to monitor your page's performance and make changes to your strategy as needed.


2. Content Marketing


Content marketing relies on providing potential customers with valuable information that they can use, rather than simply trying to sell them something.


Content marketing relies on organic reach, rather than paid media, to get your content in front of the right people. And it uses the right content to do so.


Quality content is essential for success in content marketing. Because SEO is a major factor in content marketing, it's important to create content that is both relevant and valuable to your target audience. That way, you can be sure that your content will be seen by the right people and that it will help you attract leads that convert into customers.

  • Quality content is a key factor in SEO

  • SEO is a major factor in content marketing

  • Content marketing is a strategy based on the distribution of relevant and valuable content to a target audience

  • The goal of content marketing is to attract leads that ultimately convert into customers

Content marketing relies on providing potential customers with valuable information that they can use, rather than simply trying to sell them something.


The company offers valuable written material to prospects for free, such as blog posts, e-books, newsletters, video or audio transcripts, whitepapers, and infographics. This valuable content helps prospects learn more about the company and its products or services, and it helps them make informed decisions about whether to do business with the company.


There are plenty of stats to prove that content marketing matters. 84% of consumers expect companies to produce entertaining and helpful content experiences. 62% of companies that have at least 5,000 employees produce content daily. 92% of marketers believe that their company values content as an important asset.


Content marketing is one of the most effective techniques a business can use, but it can be tricky. Content marketing writers need to be able to rank highly in search engine results while also engaging people who will read the material, share it, and interact further with the brand. When the content is relevant, it can establish strong relationships throughout the pipeline.


To create effective content that engages your audience, start by identifying who you are trying to reach. Once you know your target market, you can start creating content that appeals to them. This can include many formats, such as videos, blog posts, printable worksheets, and more.


Creating content that follows content marketing best practices is essential for engaging your audience. By ensuring your content is grammatically correct, error-free, and easy to understand, you will keep readers interested and engaged. Additionally, make sure to funnel readers to the next stage of the pipeline, whether that’s a free consultation with a sales representative or a signup page.


3. Pay-per-click (PPC) advertising:


Bidding on keywords to place ads on search engines and other websites. Digital marketing is a form of marketing that uses electronic devices such as computers, tablets, and smartphones to engage with customers. One form of digital marketing is pay-per-click, or PPC. With PPC, you pay a fee every time someone clicks on your digital ads. So, instead of paying a set amount to constantly run targeted ads on online channels, you only pay for the ads individuals interact with. How and when people see your ad is a bit more complicated.


One of the most popular types of PPC is search engine advertising. When a spot is available on a search engine results page, the engine fills the spot with what is essentially an instant auction. Advertisers bid on the ad space, and the ad with the highest bid is displayed. The algorithm prioritizes each available ad based on a number of factors, including:

  • Ad quality

  • Keyword relevance

  • Landing page quality

  • Bid amount

PPC ads are then placed at the top of search engine result pages whenever a person searches for a specific query. The ads are placed based on the factors above, which helps to ensure that the most relevant ads are shown to the person.


PPC campaigns are designed to drive viewers to complete a specific target action, known as a conversion. There are two types of conversions: transactional and non-transactional. Examples of a transactional conversion include making a purchase or signing up for a newsletter. A non-transactional conversion could be anything from calling your home office to downloading a white paper. If you're looking to track your target conversions, you can use digital marketing channels to get a sense of how your campaign is doing.


4. Social media marketing:


Using social networks like Facebook, Twitter, and LinkedIn to build relationships and interact with customers.


Social media marketing can help you achieve a lot of things for your business. It can help you drive traffic and brand awareness by engaging people in discussion online. Additionally, social media marketing can also help you highlight your brand, products, services, culture, and more to billions of people who are spending their time on social media platforms. So, if you're looking to focus on social media marketing, it can be a very worthwhile endeavor.


The most popular digital platforms for social media marketing are Facebook, Twitter, and Instagram. However, the most effective social media platforms for your business depends on your goals and audience. Because social media marketing involves active audience participation, it has become a popular way of getting attention. In fact, it is the most popular content medium for B2C digital marketers at 96%. And it's gaining ground in the B2B sphere as well.


This year, 61% of B2B content marketers increased their use of social media. Social media marketing offers built-in engagement metrics, which are extremely useful in helping you to understand how well you're reaching your audience. You get to decide which types of interactions mean the most to you, whether that means the number of shares, comments, or total clicks to your website.


Each social media platform offers unique engagement metrics that can help you to understand how well you're reaching your audience. For example, Twitter offers the number of retweets, replies, and favorites your posts receive. Facebook offers the number of likes, shares, and comments. LinkedIn offers the number of connections, views, and likes your posts receive.


Deciding which engagement metrics are most important to you can help you to focus your social media marketing efforts and understand which platforms are most effective for reaching.


Your social media marketing strategy may not even involve direct purchase. Many brands use social media marketing to start dialogues with audiences rather than encourage them to spend money right away. This is especially common in brands that target older audiences or offer products and services not appropriate for impulse buys. It all depends on your company's social media marketing goals.


To create an effective social media marketing strategy, it’s crucial to follow best practices. Here are a few of the most important social media marketing best practices:

  1. Craft high-quality and engaging content.

  2. Reply to comments and questions in a professional manner.

  3. Create a social media posting schedule.

  4. Post at the right time.

  5. Hire social media managers to support your marketing efforts.

  6. Know your audience and which social media channels they’re most active on.


5. Affiliate marketing


Affiliate marketing is a great way to make money online. It's a digital marketing tactic that lets someone make money by promoting another person's business. You could be either the promoter or the business who works with the promoter, but the process is the same in either case.


It works using a revenue sharing model. If you're the affiliate, you get a commission every time someone purchases the item that you promote. If you're the merchant, you pay the affiliate for every sale they help you make.


Affiliate marketing is a great way to make money online. It's a digital marketing tactic that lets someone make money by promoting another person's business. You could be the promoter, who earns a commission every time someone purchases the item you promote. Or you could be the business working with the promoter, who pays the affiliate for every sale they help you make.


6. Native advertising


Native advertising solves this problem by disguising ads as content. This way, people are more likely to read them because they don't seem like ads.


Native advertising is a form of advertising that circumvents the traditional advertising bias. By disguising the "ad" aspect, readers are more likely to spend time engaging with the content. However, it is important to always label your native ads clearly, using words like "promoted" or "sponsored." If those indicators are concealed, readers might end up spending significant time engaging with the content before they realize that it's advertising.


When you are upfront with your consumers about the content you are providing, they will feel better about your brand and the content you produce. Native ads are meant to be less obtrusive than traditional ads, but they are not meant to be deceptive.


7. Influencer marketing


Influencer marketing is a great way to get your products or services in front of a large, engaged audience. By working with an influencer–an individual with a large following, such as a celebrity, industry expert, or content creator–you can get your brand in front of a new group of potential customers. In many cases, these influencers will endorse your products or services to their followers on several social media channels.


Why Influencer Marketing is Beneficial for B2B and B2C Companies?


When it comes to marketing, there are various strategies that can be used, each with their own set of benefits. For businesses looking to reach new audiences, influencer marketing can be a great option – especially when it comes to B2B and B2C companies. However, it’s important to partner with reputable influencers. After all, they’re essentially representing your brand. The wrong influencer can tarnish the trust consumers have with your business. So, it’s crucial to make sure you do your research and find the right partner.


If you're looking to reach new audiences through influencer marketing, it's important to partner with reputable influencers. After all, they're essentially representing your brand. The wrong influencer can tarnish the trust consumers have with your business, so it's crucial to do your research and find the right fit.


Did you know that influencer marketing can be a great way to reach new audiences for your B2B or B2C company? Well, it's important to make sure you partner with reputable influencers since they're essentially representing your brand. The wrong influencer can tarnish the trust consumers have with your business.


How affiliate marketing and influencer marketing work together?


Affiliate marketing and influencer marketing are both great ways to get your product or service in front of more people. Affiliate marketing relies on working with affiliates, or people who have a website or social media following, to promote your product or service. In many cases, these affiliates will endorse your product or service to their followers on several social media channels. Influencer marketing, on the other hand, relies on working with an influencer, or someone with a large following, such as a celebrity, industry expert, or content creator, in exchange for exposure. In many cases, these influencers will endorse your products or services to their followers on several social media channels.


8. Mobile marketing:


Using mobile devices like smartphones and tablets to reach customers. There's no doubt that mobile marketing is a powerful tool that can help you reach and engage your target audience on their smartphones and tablets. By using SMS and MMS messages, social media notifications, mobile app alerts, and more, you can connect with your customers in a way that's convenient and relevant to them. So if you're looking to reach your target market in a more effective way, mobile marketing is definitely the way to go.


9. Marketing automation

With marketing automation, you can leverage powerful software to supercharge your digital campaigns. This translates into greater efficiency and relevance for your advertising - so instead of wasting time on tedious tasks, you'll be free to devote more energy towards creating an effective strategy that resonates with consumers. Don't underestimate the potential impact this solution could have; it is a priceless asset in unlocking further engagement between brands and customers.


US consumers are crying out for personalized experiences, and with 81% wanting brands to understand them better - it's obvious that personalization is crucial. Although 77% of companies recognize the benefit real-time personalization can bring, 60% struggle in this area due to a lack of resources or knowledge. Fortunately, marketing automation provides an answer: giving businesses access to insight into their customers so they can create powerful campaigns tailored towards each audience segment and send messages at the right times through digital channels.


10. Email marketing:


Sending marketing messages to customers' email addresses. Email marketing can be a powerful tool for creating leads and driving engagement when done right. To harness the full potential of this channel, focus on taking detailed steps to personalize your content, ensure clarity in what subscribers will get from you via email, provide an easy way out with clear unsubscribe options and set up both transactional and promotional emails properly. Be sure to make all efforts so that prospects see your campaign as more than just a promotion use it instead as part of their valued service experience! 89% of surveyed professionals name email campaigns are their most effective lead generation technique; put theory into practice now.


Email marketing is a great way to reach customers but it can be even more successful if you take advantage of other digital tools such as marketing automation. This allows for better segmentation and scheduling, enabling campaigns that speak directly to the customer’s needs. To create effective email campaigns, think about audience targeting, mobile optimization, timing and testing so you get maximum impact from your messages.


For an even more impactful email marketing approach, consider leveraging techniques like automation to create campaigns tailored specifically and strategically for your audience. When designing emails, be sure to keep mobile users in mind - research finds around half of the opened emails are viewed on smartphones or tablets! Additionally, think about setting up a schedule that allows you time to optimize with A/B tests; this will help ensure the messages sent out hit their mark each and every time.


Digital marketing creates growth


Digital marketing offers modern businesses the unprecedented opportunity to stay connected with their customers and provide tailored experiences. By taking full advantage of what digital methods have to offer, you can unlock immense potential for your business's growth - don't miss out!

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