What is digital marketing? – Choose the best approach for yourself!

Digital marketing method is the name given to the marketing process of a company or brand in a digital environment. Human beings are consumers, and what drives people to consume is their needs. This is precisely why it’s important to establish an effective and accurate digital marketing strategy. 

The competition in marketing is getting bigger and tougher. Every day, new brands enter all sectors of marketing, and it becomes difficult to stand out among them and promote a product or service. The goal of every new brand that enters the market is to achieve sales and promote uniqueness. To achieve this, it must first discover the problems of target audience and reach out to them with ideas to generate solutions. So digital marketing requires qualifications that go beyond basic marketing strategies and creative skills.

What does a digital marketing specialist do?

The Digital Marketing Specialist is responsible for using digital channels to generate leads and brand awareness. The most common digital channels managed are: web and blog pages, search engine ranking (SEO), social networks, e-mail marketing, online ads. It monitors the performance of the aforementioned channels and campaigns and plans the necessary actions to improve them. 

In the field of digital marketing, an individual can become an expert in using and managing every digital channel, or they can specialize in one particular channel. First of all, every digital marketing professional should be open to change, look at things beyond the ideas presented to him, and especially must master the latest technologies and applications.

What are the benefits of being online?

Among other things, digital marketing offers businesses the opportunity to reach a global audience beyond geographic boundaries. The rapid increase in the number of internet users allows them to promote their products and services worldwide. In this way, the base of potential customers increases, as well as sales opportunities.

Precise targeting of the target group

Digital marketing tools make it possible to directly reach target audiences with certain demographic characteristics. Methods such as social media advertising, search engine optimization (SEO) and e-mail marketing provide more effective results by providing tailored content for the target user profile.

Wider audience and lower costs

Compared to traditional marketing methods, digital marketing allows reaching a wider audience at lower costs. Advertising budgets can be kept at affordable levels even for small businesses, and the return on investment is high. This is a huge advantage, especially for beginners.

Measurability of success

One of the most important advantages of digital marketing is that the level of success of campaigns can be easily measured. Google Analytics, social media analytics tools, and other tracking systems help determine which strategies are working and which need improvement. In this way, their optimization is enabled.

Direct interaction with customers

Digital platforms offer the possibility of direct interaction with customers. Communication through social media, blogs and forums allows quick feedback and increased customer satisfaction, which also strengthens their brand loyalty.

Fast implementation and flexibility

Digital marketing campaigns can be launched quickly and quickly adapted to changing conditions. New product launches, promotions and other marketing activities can be easily announced. This flexibility helps businesses to capture trends in competitive markets.

Has the advent of the internet changed marketing?

The evolution of marketing is based on constant change. As the market changes, so do new marketing channels, therefore steps that are considered revolutionary today may suddenly become obsolete tomorrow. The beauty of marketing lies in constant development. 

The fact is that today everyone uses the internet. So small businesses that may not have been able to find the opportunity and power to compete before can now do so thanks to him. Therefore, the internet provides the possibility of competition on the market. Internet marketing is the opposite of traditional (classical) marketing. Marketing in the classic sense refers to goods or services produced by companies, and its purpose is to create demand. However, internet marketing has shifted the focus from the producer to the consumer. Thus, traditional marketing is a transaction whose path leads from the producer to the consumer, and internet marketing takes the path from the consumer to the producer. Classic retailers are involved in activities such as production and receiving orders, while in online sales the focus is on the personal requirements of the consumer, not the collective.

Types of digital marketing

Digital marketing benefits every business and every industry, but there is no one-size-fits-all approach. Different companies have to use different types of digital marketing to achieve their desired goals. The best tactics depend on a number of factors, including the size of your marketing team, budget, target audience and business goals. 

SEO optimization

SEO stands for Search Engine Optimization.  With this tool, websites can gain more visibility in search results. It represents an unpaid (known as “organic”) effort to increase the number of visitors to a particular web page through search results. 

Its goal is for web pages to achieve a better ranking on the Search Engine Result Page (SERP). 

Thanks to SEO, the performance of the website can be increased and thus reach more visitors. The purpose of SEO is to make websites rank higher based on keywords that people search for on Google or a targeted search engine. It is known that highly ranked websites get more clicks.  So, they should do search engine optimization not to get more of any visitors, but qualified ones.

On-Page SEO

All website work done to comply with Google’s criteria and improve a site’s performance on search engine results pages is called On-Page SEO. This concept, also called on-site SEO, covers all changes and optimization efforts made on a web page, such as the title, description, content, image, URL structure, from the home page to all its sub-pages.

On-Page SEO is the process of optimizing the content and HTML source code of a web page in order to achieve higher search engine rankings. This includes title tags, Meta descriptions, keyword optimization and content quality. This includes careful editing of on-page elements such as text, headings, alt text on images, and Meta tags. 

Keyword research is the foundation of this process. The right keywords must be determined and they should be used in the appropriate places in the content. Additionally, writing title and meta description tags effectively ensures that the page grabs attention in search results.

Customer experience optimization 

Another important aspect of on-page SEO is optimizing the user experience. Fast loading, mobile compatibility and website responsiveness increase visitor interaction with the website and contribute to low bounce rates. 

Readability and visual optimization of content encourage users to spend more time on the website and interact more with the content. By strategically combining these components, On-Page SEO increases a site’s performance in search engines and plays a key role in generating organic traffic.

Off-Page SEO

Off-Page SEO is all the work done to increase organic traffic and support your on-page SEO efforts. Its goal is to increase the authority and reliability of the website by using different channels. It directs potential customers and visitors to a specific website from various sites or social media tools, all through links. 

It helps increase organic traffic by increasing brand awareness. Off-Page SEO is an effort to improve search engine rankings by taking advantage of external sources such as backlinks, local SEO, PPC and social media. 

As the name suggests, it is conducted “off-site”. SEO strategies start from the inside out. First of all, it is necessary to start with On-Page SEO components such as keyword matching, producing quality content and optimizing Meta titles and descriptions, but over time, if these components are not expanded with Off-Page SEO techniques, brand awareness will be limited. Off-Page SEO therefore creates more links and potential visitors.

Technical SEO

Technical SEO is the business of helping search engines access, interpret and index a web page without encountering errors. That’s all the work done on the technical parts of the website. It’s designed to be compatible with Google, so that the user has a website infrastructure that is in accordance with SEO criteria. 

The main purpose of technical SEO is to satisfy Google and website visitors. To ensure this, it’s necessary to have a website design that suits the visitor. Technical SEO is a process of thorough website analysis and optimization of problem areas that don’t pass audits. SEO experts know how search engines work. They understand how crawlers are used when searching a website, before ranking it in search results, as well as what happens during rendering and situations in which indexing can be blocked.      

Experts evaluate every detail, from the source code of a web page to other commands that direct search engines to a particular site, based on the requirements and behavior patterns of each search engine. 

Technical SEO differs from On-Page SEO in that optimization work is purely technical and has nothing to do with content. But in practice, it’s often hard to tell where technical SEO ends and On-Page SEO begins.

Local SEO

Local SEO involves search engine optimization efforts to gain visibility in a specific area or location. So, if the user’s target audience is in a specific city or district, local SEO is the best choice. Let’s say that the client deals with vehicle repair in Novi Sad and wants to appear in the web world, unlike his competitors, and get conversions and meetings from there. It would be a very wrong strategy to focus on the word “vehicle repair” as a keyword in SEO studies. Because the word “vehicle repair” is a key word in all of Serbia. It wouldn’t be a good strategy to offer a service station in Novi Sad to a user from Greece either, because the probability that this transaction will turn into a conversion is almost zero. 

Also, the word vehicle repair is a very general search. If the user performed this search asking what a vehicle repair involves, without the intention of a specific repair, the conversion won’t be received even if the user is in the first place in Serbia. Therefore, in order for digital investments and efforts to be transformed more quickly, target words like “Car repair in Novi Sad” are an ideal choice. Because from these search words it is understood that the user directly wants a vehicle repair service at a specific location.

Also, what is very useful is adding a Google My Business account on Google. It allows you to check and update your contact information, business hours and other important details about your business. Once you’ve completed these simple steps, Google will create a profile for your business by verifying the information you provide.

Once your Google My Business account on Google is activated, customers can view your business, add pictures, and ask questions.

Google My Business is a free tool that allows you to increase the visibility of your company in the region where users search and thus attract new, potential customers.

Also Google My Business places your local business on Google maps and lists you as a business for relevant searches within maps and Google.

Content marketing

Content marketing is the process of creating and distributing digital assets such as blog posts, videos, e-books, social media content, and a variety of other digital content to deliver information to a target audience. In order for the user to create subject that engages his audience, he needs to create interesting, high-quality, detailed composition about his business. With a focus on solving problems that his target group has.

Content marketing is a strategic approach that enables the creation of consistent content of a certain value and relevance by targeting a previously known user audience. The key word in this definition is the word “value”.  This word distinguishes content marketing from all other marketing and advertising methods. After presenting “valuable” content to users, content marketing shouldn’t neglect to motivate them to take action. 

Users can share content within their networks, subscribe to a newsletter, buy products or leave feedback. For this reason, widely preferred channels in content marketing activities include social networks, blogs, visual content and tools such as e-books or webinars offered to special users.

Content marketing is perhaps the most useful of the various tools in the field of digital marketing. This mechanism, which can be evaluated on different topics or formats, can be easily adapted to any stage of the sales process. 

However, this versatility can lead some marketers to make the mistake of “producing content just for the sake of producing it.” Therefore, it’s necessary to create a content marketing strategy so that it reaches its value and goal in the long term. In this way, it will be possible to ensure ROI (return on investment). 

Therefore, content marketing isn’t only about what a brand sells, but also about what a brand stands for.

Pay Per Click (PPC)

PPC stands for Pay-Per-Click. In other words, a site or product that receives advertisements is placed at the top of searches, but isn’t paid for this visibility. The advantage of this type of advertising is that the monthly budget can be adjusted so that the ad can be stopped when the payment amount reaches a certain amount. In this way, the advertising campaign can be conducted without exceeding the budget.

PPC marketing is an online advertising model in which advertisers pay when a user clicks on one of their ads. Although there are different types of PPC ads, one of the most common types is paid search advertising. These ads appear when people search for something online (especially commercial searches) using a search engine such as Google. 

Search ad topics include everything from mobile search (a phone search for a nearby pizzeria) to a local service search (nearest dentist or plumber) to a special occasion gift search (flowers for Women’s day) to a very specific search, such as a galvanized steel manufacturer pipes. The ads you see in these and similar searches on the search network require pay-per-click.

Marketing on social networks

The use of social media networks (most commonly Facebook and Instagram) by companies to promote their products and services is called social media marketing. It is one of the methods used to reach potential customers. The goal of this method is to attract new customers and ensure their loyalty through interaction with them. 

Social media marketing is a set of activities carried out by brands to promote their products and services and increase sales by interacting with their target audience through social media platforms. 

In a digitalizing world, ways to create an effective marketing strategy for brands and businesses are constantly evolving. Social media has become one of the most important parts of this evolution, because this type of marketing, which has an interactive structure, allows brands to communicate directly with customers and strengthen the relationship. The success of social media marketing is largely dependent on creating an effective social media strategy. These strategies determine what content will be shared, on what platforms and with what frequency in order to achieve established goals. It also includes target audience analysis and other interaction methods such as increasing interaction by sharing text, photos, videos, as well as advertising on social networks.

Paid campaigns

A social media campaign involves executing a planned advertising strategy to improve brand awareness, social media user engagement, and business goals or KPIs (key performance indicators) measured by analytics and sales revenue results. 

These are actually coordinated marketing efforts that promote or support a specific business goal using one or more social networks. This requires focus, targeting and analysis compared to the typical use of social media marketing. 

Being social and having an online presence means sharing valuable content. It’s advisable to respond to all comments and messages received, comment on others’ posts, host a digital event or anything that will increase interaction with your target market. Most social networking sites offer a variety of paid advertising tools that can help drive traffic directly to the website. Some of the most common examples are Facebook and Instagram ads, Twitter’s promoted tweets, and Pinterest’s promoted pins. Measuring data is key to improvement. Social media platforms offer a wealth of valuable data when campaigns are paid for.

Organic content creation without paying for ads

In the world of digital marketing, organic content creation without paying for advertising is becoming increasingly important. This approach not only saves budget, but also builds an authentic connection with the audience through relevant and quality content. Through carefully designed strategies and creative ideas, it is possible to increase the visibility, engagement and loyalty of users. Below, we’ll explore key tips and techniques to get the best results using the power of organic content.

1. Understand your audience

Without truly knowing your target audience, you won’t be able to create engaging Instagram content. No matter how hard you try to make it high quality, if what you produce doesn’t appeal to your audience, it will be pointless. Their opinions play an important role in your business strategies. Find out how they use Instagram, which accounts they follow and what they expect from the platform with surveys and Q&A options.

2. Measure your performance

The fastest way to create engaging content is to measure what content resonates with your target audience and what doesn’t. Here, you should track basic metrics such as follower engagement, follower growth, and hashtag performance using a quality analysis tool.

3. Explore the mediums and types of produced content 

The average attention span of Instagram users is only 8 seconds. This is why it is extremely important to review other websites and their creative ideas, get inspired and adapt them to your own in order to attract the attention of your target audience.

4. Prepare convincing explanatory texts

Although it may be hard to believe, it’s never a good idea to fill the description text of an Instagram post with hashtags. Instead, you should tell a compelling and unique story that serves your brand’s ultimate goal. Such texts will attract more attention of users.

While it’s not necessary to write long headlines, you should be sure to write something that’s worth reading and will help you advance your content story. Otherwise, your Instagram content production strategy may not go beyond using robotic language.

5. Take advantage of user-generated content

This happens when a customer organically creates content that points to your brand, product or service. User-generated content will encourage potential customers to take your brand more seriously. As users see other users’ comments and content about your brand, they will see an organic audience following you, which will begin to build trust.

6. Add a relevant call to action

For marketers, Instagram content should serve at least two purposes. First, the content should extend the brand’s reach while engaging existing followers. Second, it should serve as an incentive for followers to engage further. You can do this with a call to action, which will lead your audience to take the next step. The invitation should be relevant to the content being shared and it usually involves going to the brand’s website. 

7. Monitor your competitors regularly

A careful analysis of the competition can highlight strategies that are effective in connecting with your target audience. By watching the actions of your competitors, you can learn from their mistakes and adapt their strategies to your own. 

8. Identify video ideas

The rise in popularity of Instagram and TikTok has forced brands to find ideas for video content. In this way, they can keep users on their page longer and increase the chances of interaction. Therefore, the so-called video reels with content relevant to your brand can get you more engagement than individual posts.

9. Try to appeal to emotions

It is preferable to base your content production strategy not only on the Instagram algorithm but also on real human reactions. People tend to interact more with content in which they can recognize a part of themselves. 

10. Take advantage of Instagram stories

An Instagram story appears at the top of a user’s feed, meaning your content is more likely to be noticed by your followers. This is a great way to highlight important information, announcements or promotions.

Instagram offers various interactive features in stories such as polls, quizzes, questions and stickers. These features allow direct interaction with followers, which increases engagement and helps you better understand their wants and interests.

Instagram story has become one of the fastest growing components of the platform and there is almost no one who doesn’t use it. 

11. Pay attention to followers’ comments

Social networks use engagement as a key metric to gauge the appeal of content.  In this regard, one way to encourage users to engage with your content regularly is to respond to their comments. 

12. Pay attention to cooperation with influencers 

The best and fastest way to quickly build a bigger and more engaged Instagram following is to partner with influencers. Identifying the right influencer to partner with requires a good understanding of the target audience. By working with someone who can be relevant to your audience, you can create high-quality Instagram content and promote your brand in the right light.

E-mail marketing

E-mail marketing is a method of digital marketing that aims to see people who use an e-mail service as potential customers or to inform existing customers about new products, campaigns and discounts to ensure that they don’t lose interest in the company. Although it has been used since 1987, companies still use e-mail marketing as one of the most effective ways to attract new customers.

This marketing provides the easiest and most effective way to reach people regardless of the economic situation of the company, because it is cheap and directs the target audience to the product that they want. News about events, discounts and gifts sent to potential customers are some of the ways to make the customer feel privileged to have chosen a particular brand. The number of active users can be increased by allowing them to buy at a discount. In this way, the client maintains its visibility, ensures the durability of the brand and protects the identity. 

The first thing to consider when marketing via e-mail is building a list of customers who have subscribed to see the content and indicated that they want to receive e-mails. Good content should be prepared taking into account the needs and desires of audience. One of the easiest ways to do this is to ask the user to fill in information such as age, gender, region of residence and education level when registering on a particular site.

Another method, through platforms that allow advertising. It can be Facebook, from where the customer’s data can be accessed via a personal account. Links that will lead the customer to action (such as visiting the app or starting a purchase) should be placed and the functionality of these links should be checked. It is important to keep the content of the message as short as possible. The message to be given to the user should be conveyed in as simple a language as possible. The biggest advantage of e-mail marketing is its cost-effectiveness. Since the ad is completely virtual, there are no printing costs and no advertising fees.

Video marketing

Large and small businesses as well as entrepreneurs find great success with video marketing because it is easier for viewers to learn about products and services through videos. Before publishing a video, it is good to know to whom it is directed. In order for users of social networks to be attracted, it is necessary to adapt the content to them. Therefore, among other things, it would be good to find out their age group and interests. 

Likewise, it is important to focus on social network analytics so that strategic goals and an adequate platform can be chosen. The uploaded video must be interesting, in order to attract the viewer’s attention. A detailed description and other attributes such as titles and tags can be added to this video. However, the call to action is another important element. Viewers should be directed to the next step. It can be a reminder to watch the next video or hit the subscribe button. Likewise, if he has a budget, the client can promote his videos. In order to know if he is on the right track, it is important to monitor the metrics. So if he notices a decline, he will find ways to improve his brand. One way is to measure audience engagement through comments, responses and clicks. It can also track URL share and other conversions to increase traffic.

Native advertising

Native advertising has become a growing trend in the advertising industry in recent years. Digital advertising agencies in particular have started to use this advertising technique more and more. It aims to keep the company’s brand in the user’s mind by presenting them with entertaining content. Direct communication with the target audience is crucial here. 

Sales conversion or brand awareness begins to occur when consumers are reached directly. Highlighting brand awareness is emerging as one of the indispensable elements in native advertising. Assuming that the website material will be created, it is important to present it to users as if it were spontaneous content. Traditional banner ads are implemented in a native advertising application. 

However, when native advertising is used on web pages, certain quality standards must be met. The application areas of native advertising are quite wide, however the most preferred areas include videos, articles, games, quizzes and social shares.

How to create an effective digital marketing campaign? (Roadmap: What a proper process looks like from idea to realization)

Regardless of the product, service or image for which you will prepare a campaign, you must first determine its current status. For this purpose, if there is a previously conducted survey, you can use it. SWOT analysis is one of the methods that will be useful in this process.

Then comes the preparation of the campaign title, in other words, getting the launch document is the second stage. This is a confirmation document regarding campaign activities. It should contain its subject and goal. Then, approval is awaited from the department responsible for this area. Then we come to the most important stage where the target audience is determined and the competition is analyzed.

It is necessary to determine the concept of the campaign, as well as the communication strategy, asking some of the questions: 

● how people should feel when they hear about my brand;

● on which channels is my target audience and which activities should be launched.

During the preparatory phase of the campaign, it is desirable to identify possible risks.

After that, the total budget is determined. You should take into account everything you will spend during the campaign, as well as the costs of external companies or contractors that you will use to create promotional materials and even manage campaigns for you.

In creating a successful campaign, we must not exclude the determination of its goals. The options are almost endless, but if you pursue too many goals at once, it’s very likely that you won’t achieve any of them. For example, do you want to improve your conversions, grow your e-mail list, improve traffic, rank for more keywords, get more followers? Some of these types of goals are easier to measure than others.

Each of them implies an action plan. For example, if your goal is to increase organic traffic, this will include evaluating your existing content, doing keyword research, updating old content, writing new posts, and even spreading backlinks and promoting your content on social media.

Identify your target market

If you have several different audience segments, do this process multiple times to create customer avatars for each market segment.

Do keyword and topic research to put yourself in your customers’ shoes. Use the Google keyword planner to find the exact user search terms in Google search.

If you’re going to run a paid advertising campaign, keyword research will be a little different. You will also need to compare the cost per click of each keyword and separate them into different groups.

When creating content, pay attention to the following:

If your goal is to increase traffic to your website, you need to create a series of blog posts.

If you’re going to run Facebook or Instagram ads, you’ll need to create all of your creative and landing pages to send traffic to.

If you’re running a video marketing campaign, you’ll need to create, edit, and publish a series of videos.

However, if you’re running a digital advertising campaign, your content assets will evolve based on data. You may have noticed that a certain type of image performs better than others, or that a certain title leads to 10% more signups. Your audience targeting will remain relatively the same (targeting your ideal customer), while your ad will evolve based on what your market responds to most.

If you’re running ad campaigns or any type of paid media campaign, you’ll want to run test campaigns first to avoid spending your entire budget.

You’ll start with a small budget with your test campaigns and make improvements as you get feedback and data. For example, when creating ads, you can test different headlines, different images, body text, calls to action, and more.

Track campaigns and analyze their performance

For example, e-mail marketing tools have built-in analytics, each advertising platform has its own dashboard, and there are various third-party tools you can use for website statistics.

By looking at the data, you will be able to answer questions such as:

Have new blog posts led to an increase in traffic and e-mail subscribers?

Did the new e-mail series lead to increased product purchases?

Which ads generated more sales?

Once you see which campaigns are producing the most results, it’s time to increase your budget. Eventually, you will reach a point where your campaigns are maximally optimized. Once you reach this point and get the highest possible ROI and conversion rates.

Create remarketing campaigns

Remarketing is something you should use throughout your campaign, especially if you’re using digital advertising. This is the process of showing ads to visitors who have previously visited your site. Ads will appear everywhere your visitor is online, including watching YouTube videos, reading blogs, browsing social media or the web.

This method allows you to make more sales because the ads will follow the person around the web and direct them to your website to complete the purchase. You can even add a coupon to these ads to make the purchase decision easier for your visitors.

Another form of remarketing that doesn’t rely on advertising is e-mail marketing. You can create an abandonment e-mail sequence that will automatically be sent to your visitors if they add items to their cart but don’t complete the purchase.

Criteria that a good campaign should meet

● It should attract the user’s attention

● Owns branding on different channels

● Increase the number of followers and their interaction

● Improves positioning in search engines

● Ensure customer satisfaction

In the final phase, reporting and archiving are carried out, where the general status of the campaign is determined, as well as its advantages and disadvantages. After that, the prepared reports are archived.

Key marketing terms

1. What is an A/B test: A/B tests are tests that test and measure the performance of two different versions of the same thing. 

2. What is AdSense (Google AdSense): Google’s platform that allows website owners to place Google ad network ads on their websites and earn money from them. 

3. What is a Keyword: is a specific search term that a user uses when trying to find information on a search engine. It is emerging as a much-needed marketing term in the digital environment.

4. What is Keyword Density: The percentage of usage of a particular keyword in the content of a web page is called “keyword density”. Recommended keyword density is an important SEO ranking factor.

5. What is a Header: In the past, when you think of a “header” in web design, you usually think of a banner at the top of a site that includes a logo, navigation bar, contact information, and a search bar. While today the term “header” is used for all visible areas that “greet” the visitor on your home page, except those mentioned above.

6. What are h tags (h1, h2, h3 etc.): Headings of web pages are used for their main topics and play an important role in SEO. H1-main heading, H2-subheading, etc.

7. Unique page view: Counts the page once even if it is viewed multiple times in one session. 

8. What is B2B Marketing: It describes business relationships in which companies sell products to other companies.

9. What are Backlinks: If site “A” receives backlinks from sites B and C, these backlinks can give credibility to site A. Pages with strong backlinks are ranked better by Google, because they have more authority.

10. What is SEO (Search Engine Optimization): This is the process that allows a website to rank higher in organic search results and increase the quantity and quality of traffic. 

11. What is SEM (Search Engine Marketing): It is the process of increasing the quantity and quality of website traffic through SEO and paid advertising. 

12. A search engine results page (SERP) is a page of results that a user sees when they enter a term into a search engine. In general, the higher a website ranks for a particular search query, the more likely a user is to click on the result.

13. Conversion rate is the percentage of customers or prospects who take a specific action. It is an important marketing metric because many marketing efforts focus on moving the customer to the next step in the sales funnel.

14. Attractive design: Responsive design is an approach to creating a site that uses flexible page layouts and images. 

15. Engagement Score: Engagement rate is a social media metric used to describe the level of engagement (likes, comments, reshares) a piece of content receives.

16. E-mail Marketing: Using e-mail to generate leads or some other type of conversion. Newsletters, events, marketing offers and announcements are different types of e-mail marketing.

17. Electronic commerce (e-commerce): Refers to electronic commerce and describes a business conducted over the internet, such as an online store that sells products and services directly to consumers.

18. A call-to-action button is a button on a site or app that is used to guide and reward users as the company moves forward on its desired conversion path. Buy Now and Click Here buttons are examples of call-to-action buttons.

19. Google Analytics: An analytics platform created by Google that is used to analyze almost every activity of an internet platform function.

20. Google Ads (also known as AdWords): Google’s online advertising platform that allows advertisers to communicate with customers through the search network.

21. Google My Business: is a Google platform that can be used to provide important business information such as name, address, phone number, website link, hours of operation and ratings.

22. Google Search Console: Formerly known as Webmaster Tools, it helps in measuring the visibility of a website on search pages and indexing by Google bots.

23. Impression: Number of ads displayed. This is one of the most popular terms in the pay-per-click advertising system.

24. Display Advertising: Display ads appear on blogs, news sites, social networks. This is an online ad that contains images, video and audio.

25. Bounce rate is a measurement of the number of users who visit a particular site. “Cancellation” is a visit in which the user doesn’t visit other pages or take any other action.

26. Index: This refers to all sites that Google crawls and stores so that they can be displayed in Google search. An index is the copying of a web page by Google into its own system.

27. Internet (web form): is a form on a web page that allows users to enter data and then submit it to a server for processing. They are used to collect contact information and include readers in newsletters.

28. Quality indicator: Quality level: The click-through rate of an ad is determined by the relevance of the keyword and the landing page.

29. User experience: refers to the way users interact with a website, service or product.

30. User interface: means software or web applications that enable efficient use of the site.

31. Churn rate: shows how many customers a particular site loses each month as a percentage of its total customers. If a company had 100 customers at the beginning of June and only 90 at the end, the churn rate would be 10%.

32. Organic Search: Organic searches are lists of web pages that appear when a user enters a search query into a search engine.

33. Average session length refers to how much time users spend on a particular website. If two users are present, one for 3 minutes and the other for 1 minute, the average session duration is 2 minutes.

34. ROI (Return of Investment): is the rate of return of each investment the user makes. It is a calculation made for the rate of profit in the long or short term.

35. Account-Based Marketing (ABM): is a business marketing strategy that focuses resources on a set of target market accounts. It uses personalized campaigns designed to engage each account by basing its marketing message on the account’s specific characteristics and needs.

36. Content Marketing: is the use and distribution of content that provides valuable information that helps a company grow and retain visitors and customers. 

37. Contextual marketing refers to any advertising or customized marketing messages based on user demographic or behavioral data.

38. Word-of-mouth marketing (WOM): are actions taken by a business to motivate others to spontaneously talk about its product, service or brand. It also refers to the actions of those who share their experiences and recommend others on behalf of someone else. 

39. Marketing Automation: Use of software and technology to simplify and automate various marketing channels.

40. Marketing channel: The way products or services pass from producers to consumers. They can be direct, indirect or a combination of both. For example, a company may rely on distributors to sell its product, but it may also use the company’s website to directly increase sales.

What are the goals you can achieve through digital marketing

The user can reach a wide customer base with a small budget. As digital marketing is carried out through internet browsers, social media channels, blogs and e-mails, it is desirable to place online ads on all digital platforms. The right digital marketing strategy is a budget’s best friend, and reaching a wide customer base at very low fees is its most important advantage.

With digital marketing, products reach the right user base by filtering ads by age, gender and countries. With one click, you can check the number of views, reads and clicks on your posts. That way, you can correct your mistakes with customer feedback and improve your brand in the digital world. 

Also, in the digital world, a brand has no business hours. Orders are accepted even late at night. So, fast interaction in digital marketing brings fast sales. Thanks to the flexibility and speed of digital marketing, the user has the opportunity to implement different strategies suitable for each different customer profile. It can promote one product from different aspects. It can also provide quick responses to its customers who wish to communicate via messages, emails and comments. Fast customer communication with the company and valuation will increase their loyalty to the brand.

How do I choose the type of digital marketing that’s best for me?

First of all, it is necessary to identify personal business needs, and digital agencies will turn them into effective business actions. The problems or needs of the company are various, for example: the number of organic visitors (traffic) on the site is low or high, but unqualified, conversion rates are low, products and services aren’t presented in an adequate way, insufficient efficiency is achieved from Google ads, costs advertising goes up, conversion and quality goes down, blog posts have no impact, visual design is poor. 

Therefore, the goals must be divided into time frames. That is, for short-term, medium-term and long-term periods. The cost of money and time for each goal will be different. The deadline for product launch preparations is very critical, but a few days delay in publishing a blog post doesn’t cause major problems. At this stage, you should analyze the marketing activities of competitors and the channels they use and decide if it is worth investing.  When making this decision, you should always try to do something different, not “more”. 

It isn’t possible to satisfy all needs with a limited budget, so it is necessary to set priorities. Of course, at this stage, the fee paid to the agency for its service, such as running social networks, content creation, and the like, should also be taken into account. 

Prices of digital agencies vary depending on the type of work and duration. Because ad formats have different functions, they provide different feedback. Digital marketing is one of the most important tools that brands use to reach their target audience. Advertisers can use different digital ad formats to reach consumers and encourage them to buy. However, there are many different opinions about which ad formats are more effective.

Video ads

Video ads have become very popular in digital advertising in recent years. Viewers are more interested in videos that provide a visually rich and immersive experience. They are particularly effective for raising brand awareness and product promotion. In addition, video ads can have a higher viewer engagement rate than other formats.

Display ads

Display ads are banner ads that contain an image or text and a clickable link. Multimedia ads provide more visibility to your target audience, and click-through rates can be high when properly targeted.

Ads on social networks

Social media ads include ads on social media platforms such as Facebook, Instagram, Twitter, LinkedIn. They can be more effective if they precisely target the interests and demographics of the target audience. It also enables brands to establish a connection with potential customers and their brand loyalty.

Ads in search results – Search ads

These include ads that appear when consumers search for specific keywords on search engines. These ads are very effective in reaching potential customers using the right keywords and targeting. Because search engine ads target potential customers with purchase intent, conversion rates can be high.

Which approach to choose?

So there are many different ad formats you can use in digital advertising, and which format is more effective can vary depending on your campaign goals and your target audience. Video ads are very effective, especially on mobile devices, but can take a bigger budget. Multimedia ads can be used to reach a wide audience, while search engine ads are ideal for reaching potential customers who are searching directly. Social media ads are also an effective option, especially for brands that want to reach a young target audience. You can refine your strategy by running tests, measuring the performance of your ad campaign, and analyzing data to determine the most effective ad format.

How to monitor the success of digital marketing campaigns?

Digital marketing campaigns are an effective tool to help businesses reach their target audience and promote their brands. However, it is important to understand whether the campaign is successful and to measure its performance. 

Measuring the effectiveness of digital marketing campaigns is a critical step in improving future strategies and return on investment. A few key methods for measuring the effectiveness of digital marketing campaigns:

Set a clear campaign goal

Setting specific goals, in order to measure the effectiveness of the campaign through specific metrics. For example, goals for an e-commerce website might be to increase sales, increase website traffic, or increase brand awareness.

Define performance indicators (KPIs)

It is necessary to set key performance indicators (KPIs). These are measurable indicators used to measure campaign performance. For example, KPIs may include site traffic, conversion rates, social media engagement, and e-mail open rates.

Use analytics tools

Web analytics tools are a powerful method for measuring the impact of digital marketing campaigns. They are used to monitor website traffic, user behavior and conversion rates. This data helps in evaluating the performance of the campaign and allows determining the strategies that work best.

Analyze the statistics of your social networks

Likes, shares, comments, follower counts, and engagement rates are metrics used to gauge the success of social media campaigns.

Analyze the statistics of your e-mail campaigns

Track E-mail Marketing Metrics: It is an effective way to interact directly with customers. Open rates, click-through rates, conversion rates, and unsubscribe rates can all be tracked.

Conduct A/B testing

Conducting A/B tests used to compare different marketing strategies and determine which one performs better. For example, one can design two different emails with different headline, image, or call-to-action (CTA) options and measure which has higher rates.

Pay attention to the opinions of your customers

It is crucial to pay attention to customer feedback in order to evaluate the impact of the campaign. Positive feedback can indicate that the campaign is successful, while negative feedback can provide an opportunity to improve it.

Measuring the effectiveness of digital marketing campaigns is important for optimizing strategies and increasing success.

Google Analytics

Online sales are one of the easiest ways to test the effectiveness of a digital marketing campaign. This is easy to implement if you use a web analytics platform like Google Analytics. You only need to paste a small piece of code on your own website and see which digital campaigns generate the most sales.

If there is an official business number that potential customers can call to ask questions or place an order, this is also a way to track sales over the call. Live chat is a great way to communicate with visitors who want immediate answers to their questions. There is a chat tool on the site for that. This way you can track which digital campaigns drive the most live conversations.

While website visits don’t always lead to conversions or further enquiries, they are an important indicator to monitor when looking at traffic trends. For example, measuring site visits by SEO is a good way to see the performance of a particular site. It also helps identify and fix potential problems in the event of a drop in SEO traffic.

There are also pageviews per visit. However, if a visitor immediately leaves without researching any product or service, this is not necessarily an indication of interest. This is helped by Google analytics, which provides insight into the most visited pages. Analytics also help in monitoring the time that people spend on a certain web page, so it provides information about the buying propensity of people who search for certain terms for a long time. The measure in this context is the bounce rate, that is, how many people click the “back” option when they come to a certain website.

CRM (Customer Relationship Management) tools

There are also customer relationship management (CRM) tools that enable monitoring of sales processes and research activities. However, they can also be useful when it comes to monitoring digital marketing campaigns. In this way, it is possible to filter leads in CRM by campaign or lead source. Additionally, most good CRMs, such as SuperOffice, are customized based on the source of your lead tracking. That is, it includes an e-mail marketing and automation feature that allows for the creation of its relevant content.

The main criterion for measuring the success of any digital marketing campaign is the engagement rate. Social reach is always greater than the number of people engaging with posts. Likes, shares, retweets, clicks and comments count as forms of engagement. 

Another important part of a digital marketing campaign should be e-mail marketing. Ways to increase e-mail open rates include: sending e-mails at the right time, segmenting your list properly, and having a catchy subject lines. 

Data is one of the most important things in marketing because based on it you can better personalize your marketing efforts and make them better.  Analytics reveal the success of your efforts and justify the actions you take. As a seller, you should always keep a close eye on the numbers. Numbers are a guide to help your marketing campaigns bring in more revenue.