What is Digital Marketing?
Nowadays, we spend twice as much time online as twelve years ago, and that has changed a lot. Because we have unlimited access to information, the way we make purchases – both in B2C and in B2B – has changed dramatically. That is the reason that traditional marketing methods are less effective than a few years ago.
Marketing is about connecting with the target group, in the right place and at the right time. Today it means that you have to meet your target audience where they spend the most time: on the internet.
That is where Digital Marketing comes in. Digital Marketing is the umbrella term for all your online marketing efforts. Or in other words: any form of marketing that is online.
But what exactly is Digital Marketing?
Digital marketing is the promotion of your company by using online
channels and concepts, such as the website, search engine optimization, digital advertising (paid), social media, blogs, etc. to achieve the objectives.
From the website to online branding, there is a whole spectrum of tactics and resources that fall under the umbrella of Digital Marketing. The most successful digital marketers have a clear picture of how every resource and tactic contributes to achieving the objectives.
I have listed the most common Digital Marketing resources and tactics for you:
Most used Digital Marketing resources
Most used Digital Marketing tactics
Search Engine Optimization (SEO)
E-books and white papers
Social Media Marketing
Digital Advertising (Paid)
What is the difference between Digital Marketing and Inbound Marketing?
We often talk about Inbound Marketing, and at first glance Inbound Marketing and Digital Marketing are alike. Both are focused on online and content creation. And although many marketers will say that Inbound Marketing and Digital Marketing are almost the same, there are still a number of differences.
The term Digital Marketing makes no difference between “push” and “pull” marketing tactics (or “inbound” and “outbound” methods). Both approaches fall under the umbrella of Digital Marketing.
Outbound methods are aimed at sharing a marketing message with as many people as possible – regardless of whether it is relevant and whether the target group is waiting for it or not.
On the other hand, marketers who use inbound tactics make use of online content to attract the most important target group by only sharing content that is of value to them. One of the most powerful Inbound resources is a blog, with which you can create content that adds value and answers questions from your ideal customer.
Ultimately, Inbound Marketing is a method that uses Digital Marketing resources to attract potential customers, convert them to leads, and ultimately close the deal. Digital Marketing is simply an umbrella term to describe online marketing efforts – of any kind – regardless of whether it is inbound or outbound.
Does Digital Marketing also work for B2B companies?
Digital Marketing can work for any company in any industry. Regardless of what your company sells, Digital Marketing is still about defining the target group (buyer personas), identifying the wishes and needs of the target group, and creating valuable content. However, that does not mean that B2B companies must do it in the same way as B2C companies.
In contrast to B2C companies, the Digital Marketing activities of B2B companies are generally focused on online lead generation with the aim of ultimately speaking to someone from Sales. That is why your marketing strategy should be focused on attracting and converting qualified leads via the website and other digital channels such as social media and email. So that you can eventually transfer them to Sales.
What is the most important advantage of Digital Marketing?
Unlike most offline marketing efforts, you can see the results in real-time with Digital Marketing. If you have ever placed an advertisement in a newspaper, then you know how difficult it is to estimate how many people actually saw the advertisement. You do not know how many sales that ad was responsible for – if it is.
With Digital Marketing you can manage the ROI of almost any of your market.