Digital Marketing

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Digital Marketing: An Overview

Digital marketing is an umbrella term for many things: social media marketing, search engine optimization (SEO) and pay per click (PPC) campaigns, for example, all fall under the broader category of digital marketing. Any digital advertising or promotion that you create for your company is part of your digital marketing plan, from the content on your website, to your social media account, to ads place on Google.

Considering that Americans use electronic media for over eleven hours per day, focusing on this type of marketing is not only a smart move, but a necessary one.

Traditional Marketing vs. Digital Marketing

Marketing has always involved creating content and placing that content where consumers will encounter it; in the past, this meant newspaper and magazine advertisements, billboards, flyers, newsletters, and radio and television commercials.

Now, as people spend more of their time using digital devices, companies are increasingly using digital marketing to reach potential customers. Companies are advertising on Google and Facebook and creating social media accounts and websites that are driven by carefully constructed, targeted, relevant content. With the support of rigorous SEO work, digital marketers can ensure that this content is not only directed into the correct channels, but also made visible to interested parties and addressing their interests and concerns.

One of the biggest differences between traditional marketing and digital marketing is the precision with which one can target a desired audience with digital marketing.

With great opportunity, however, comes unique challenges. While companies can now reach a larger and more specific audience than ever before, they also must conduct extensive marketing research and respond to changes in the digital environment. In order for digital marketing to be successful, research must be done to determine the target audience and where and how that audience can best be reached.

Content Marketing and Native Advertising

There are two main types of digital marketing: content marketing and native advertising.

The difference between content marketing and native advertising lies in the ownership of the platform upon which the advertising or promotional content is posted. Content marketing takes place on platforms that you own: your website, your Facebook page or Instagram account, etc. Native marketing is advertising and promotion that you pay to post as sponsored content on a virtual platform that you do not own, such as Google.

Some questions arise as to how transparent native advertising should be, as it can sometimes be unclear that it is advertising. It is good practice to make it clear that the content is an advertisement, which can be done by ensuring that “Sponsored Content” appears underneath the ad. Native advertising can be very effective, but must be conducted with finesse and with best practices in mind.

Digital Marketing: A Flexible Concept

Digital marketing is a complex process that can be as expensive and extensive as you want it to be. You choose which avenues and methods you want to employ, and how much time and money you can invest in a digital marketing campaign. Your budget and knowledge base will determine the depth of your campaign.

Most owners of small-medium businesses are not marketing experts, which is why they call in experts like our NJ-based team at JSMT Media. We take care of the digital marketing, so that you can take care of what you love to do best.

If you would like to get started on developing and promoting your brand, contact us today.