Digital marketing started in the 1990’s, but few companies utilised it. In the 2000’s organisations realised that the internet was an easy way to place their products and services in front of the masses.
In 2000, a survey in the UK found that most retailers had not registered their own domain address. The likes of Amazon now advertise and trade through their web domain instead of having a traditional brick and mortar business.
We are currently in the digital era and digital marketing is one of the most futureproofed and critical skillsets. It can give you a skillset that is globally recognised, leading to a successful career among the world’s biggest and most well-known brands.
So, here is a rundown of 10 digital marketing trends of the century that have proved most effective so far.
1. Search Engine Optimisation
Search Engine Optimisation (or SEO), is a discipline that focuses on increasing the exposure of a website or webpage in a search engines unpaid results, so all the results are natural or “organic”. SEO has grown in popularity since 2000 due to the meteoric rise of search engines such as Google, Bing and Yahoo. Search terms, keywords and demographics are all taken into context when a search engine activates and websites/webpages will appear depending on their optimisation. Optimisation may involve editing content, HTML and associated coding to increase relevance.
2. Content Marketing
Content marketing can come in many forms. “Content” in this context is anything shared online. That can include videos and any form of written content such as blogs, social media posts and articles. Content marketing is not just to promote a brand, but to build interest in a product or service that the brand is offering. So, hard selling may not be the most effective tactic, but building so much interest so you don’t need to hard sell can be effective.
3. Big Data
Big data is what it says on the tin. It’s a lot of information, analysed to reveal patterns and trends in human behaviour and interest. This is key in marketing because businesses can analyse and engage with their customers on a more personal basis. You can achieve greater customer satisfaction, retention and belief in the products you are offering.
4. Mobile Marketing
In 2015, mobile searches and purchases overtook desktop for the first time ever. Companies are utilising more mobile strategies to interact with their customers. Mobile marketing is multi-channel and companies can reach their target audience on smartphones, tablets and other mobile devices through websites, web pages, email, messages, social media and apps.
5. Social Media Marketing
Social media marketing utilises social networking sites like Facebook, Twitter and Instagram. The content produced on these sites is made to be shared and increase exposure. That is done through unpaid, or paid advertising, like SEO. To put it into perspective, Facebook now has over 2 billion monthly users, almost two thirds of the population of the entire planet. Giving you an idea of how powerful it can be as a marketing tool.
6. Paid Search Marketing (PPC)
Otherwise known as Pay-per-click, which is where PPC comes from in the title, advertisers pay a fee when one of their ads is clicked through to a website or web page. It’s a shortcut to getting visits on your site through purchasing visits rather than getting them through organic results. PPC is almost like SEO’s richer, therefore more expensive to hire, older brother.
7. Email Marketing
Email marketing is when a company sends a commercial message, usually to a group of subscribers or affiliated customers with the aim of either garnering interest in a product or service, or getting the customer to buy the product or service. 370 billion emails are sent each day, making it one of the most commonly used forms of communication in both a personal and corporate sense. It is a key part of any marketing campaign.
8. Immersive Marketing
Also known as immersion marketing, this method consists of all areas of marketing and advertising working together to deliver the same message to customers across multiple channels for the same brand or product. An all-encompassing experience for consumers on any platform.
Personalisation utilises data analysis (so links in to big data) to deliver individual messages and product offerings to customers based on their preferences and browser history. So, if you add an item to your cart, but don’t purchase, you will receive an email promoting an offer on that item or further information on its key selling points. This has become easier to track since the turn of the century as technology and the internet have made significant advancements.
According to a study by Cisco Systems, consumer video will account for 82% of all internet traffic by 2021. Have you noticed that videos auto play on multiple social media sites now? This helps advertising and businesses are now using advanced analytics to measure video impact and retention.
There we have the basics of digital marketing, something to whet the appetite. If you find yourself wanting to create the next viral ad campaign or writing content (like this, I'm not going to lie to you), e-Careers offer fully accredited, globally recognised qualifications from the Digital Marketing Institute to help you kickstart a career in digital marketing