People spend twice as much time online as they used to 12 years ago. And while we say it a lot, the way people shop and buy really has changed, meaning offline marketing isn’t as effective as it used to be…
If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson.
Connecting the dots between marketing and sales is hugely important — according to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment.
What is Digital Marketing?
Digital marketing is an umbrella term of marketing that utilizes internet and online based digital technologies such as desktop computers mobile phones and other digital media and platforms to promote products and services.
Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing , content automation, campaign marketing, data -driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, ebooks , and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones ( SMS and MMS ), callback, and on-hold mobile ring tones.
Most businesses don’t use all the methods listed above, as each one takes time, effort, and money. Fortunately, you don’t need all of them to successfully promote a product. You only need to use the tactics that will help you accomplish your goal, whether that’s more conversations on Twitter and LinkedIn, downloads of a PDF brochure, or product sales.