Most Killer Digital Marketing Strategies , Guide for Beginner in 2020 Digital Marketing Guide

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Killer Digital Marketing Guide

Digital marketing is the component 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, search engine marketing, 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, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing,
History The development of digital marketing is inseparable from technology development.

Brand Awareness

 One of the key points in the start of was in 1971, where Ray Tomlinson sent the very first email and his technology set the platform to allow people to send and receive files through different machines. However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computer was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker.
These kinds of databases allowed companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not as efficient. In the 1990s, the term Digital Marketing was first coined, with the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management applications became a significant factor in marketing technology. Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by
CRM software after the Internet was boom. Companies could update the data of customer needs and obtain the priorities of their experience. This led
to the first clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad. In the 2000s, with increasing numbers of Internet users and the birth of iPhone, customers began searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company. In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address. These problems encouraged marketers to find
New ways to integrate digital technology into market development. In 2007, marketing automation was developed as a response to the ever evolving marketing climate. Marketing automation is the process by which
Software is used to automate conventional marketing processes. Marketing automation helped company's segment customers, launch multichannel
Marketing campaigns, and provide personalized information for customers, the proliferation of devices' capable of accessing digital media led to
Sudden growth. Statistics produced in 2012 and 2013 showed that digital marketing was still growing.
With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital
Electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology. Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing. The term digital marketing has grown in popularity over time. In the USA online marketing is still a popular term. In Italy, digital marketing is referred to as web marketing.
Worldwide digital marketing has become the most common term, especially after the year 2013. Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses employing Online Behavioral Advertising to tailor advertising for internet users, but OBA raises concern of consumer privacy and data protection. Unlike traditional marketing techniques, which involve direct, one-way messaging to consumers, nonlinear digital marketing strategies are centered on
Reaching prospective customers across multiple online channels. Combined with higher consumer knowledge and the demand for more sophisticated consumer offerings, this change has forced many businesses to rethink their outreach strategy and adopt or incorporate Omni channel, nonlinear marketing techniques to maintain sufficient brand exposure, engagement and reach.
Nonlinear marketing strategies involve efforts to adapt the advertising to different platforms, and to tailor the advertising to different individual buyers rather than a large coherent audience. According to a 2018 study, nearly 90% of online consumers in the United States researched products and brands online before visiting the store or making a purchase. The Global Web Index estimated that in 2018, a little more than 50% of consumers researched products on social media. Businesses often rely on individuals portraying their products in a positive light on social media, and may adapt their marketing strategy to target people with large social media followings in order to generate such comments. In this manner, businesses can use consumers to advertise their products or services, decreasing the cost for the company.
Brand awareness one of the key objectives of modern digital marketing is to raise brand awareness, the extent to which customers and the general public are familiar with and recognize a particular brand. Enhancing brand awareness is important in digital marketing, and marketing in general, because of its impact on brand perception and consumer
Decision-making. According to the 2015 essay, “Impact of Brand on Consumer Behavior": “Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers' buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers' perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics." Recent trends show that businesses and digital marketers are prioritizing brand awareness, focusing more of their digital marketing efforts on cultivating brand recognition and recall than in previous years. This is evidenced by a 2019 Content Marketing Institute study, which found that 81% of digital marketers have worked on enhancing brand recognition over the past year. Another Content Marketing Institute survey revealed 89% of B2B marketers now believe improving brand awareness to be more important than efforts
Directed at increasing sales. Increasing brand awareness is a focus of digital marketing strategy for a number of reasons: The growth of online shopping. A survey by Statist projects 230.5 million people in the United States will use the internet to shop, compare and buy products by 2021, up from 209.6 million in 2016. Research from business software firm Salesforce found 87% of people began searches for products
And brands on digital channels in 2018.
The role of digital interaction in customer behavior. It's estimated that 70% all retail purchases made in the U.S. are influenced to some degree by an
Interaction with a brand online.
The growing influence and role of brand awareness in online consumer decision-making: 82% of online shoppers searching for services give preference to brands they know of. The use, convenience and influence of social media. A recent report by Hoot suite estimated there were more than 3.4 billion active users on social media platforms, a 9% increase from 2018. A 2019 survey by The Manifest states that 74% of social media users follow brands on social sites, and
96% of people who follow businesses also engage with those brands on social platforms. According to Deloitte, one in three U.S. consumers are
Influenced by social media when buying a product, while 47% of millennial factor their interaction with a brand on social when making a purchase.
Online methods used to build brand awareness
Digital marketing strategies may include the use of one or more online channels and techniques to increase brand awareness among consumers.
Building brand awareness may involve such methods/tools as:

Search engine optimization

Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry related search queries. The importance of SEO to increasing brand awareness is said to correlate with the growing influence of search results and search features like featured
Snippets, knowledge panels and local SEO on customer behavior.

Search engine marketing

SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites. Search
Ads have been shown to have a positive impact on brand recognition, awareness and conversions. 33% of searchers who click on paid ads do so because they directly respond to their particular search query.

Social media marketing

70% of marketers list increasing brand awareness as their number one goal for marketing on social media platforms. Facebook, Integra, Twitter and
YouTube are listed as the top platforms currently used by social media marketing teams.

Content marketing

 56% of marketers believe personalized content - brand-centered blogs, articles, social updates, videos, landing pages - improves brand recall and
Engagement
According to Mentionlytics, an active and consistent content strategy that incorporates elements of interactive content creation, social posting and
Guest blogging can improve brand awareness and loyalty by 88%.

Developments and strategies

one of the major changes that occurred in traditional marketing was the "emergence of digital marketing", this led to the reinvention of marketing strategies in order to adapt to this major change in traditional marketing. As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies.
This portion is an attempt to qualify or segregate the notable highlights existing and being used as of press Time. Segmentation:
More focus has been placed on segmentation within digital marketing, in order to target specific markets in both business-to-business
And business-to-consumer sectors.

Influencer marketing:

This is becoming an important concept in digital targeting. Influencers allow brands to take advantage of social media and the large audiences available on many of these platforms. Such Advertisements are customized as per the user behavior and pattern. Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications. Additionally, organizations are inviting their customers to help them better understand how to service them.
This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site.
The most popular ideas are evaluated and implemented in some form.
Using this method of acquiring data and developing new products can foster the organizations relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organization.
Data-driven advertising: Users generate a lot of data in every step they take on the path of customer journey and brands can now use that data to activate their known audience with data-driven programmatic media buying.
Without exposing customers' privacy, users' data can be collected from digital channels, brands can also collect data from real world customer interactions,
such as brick and mortar stores visits and from CRM and sales engines datasets. Also known as people-based marketing or addressable media, data-driven advertising is empowering brands to find their loyal
Customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers' moment and actions.
An important consideration today while deciding on a strategy is that the digital tools have democratized the promotional landscape. Remarketing: Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted ads in front of an interest category or a defined audience, generally called searchers in web speak, they have either searched for particular products or services or visited a website for
Some purpose.

Game advertising:

 Game ads are advertisements that exist within computer or video games. One of the most common examples of in-game advertising
Is billboards appearing in sports games? In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status Symbols.
The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous Browsing interests. Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by.
Furthermore, based on a customer's recent search history they can be followed on the internet so they see advertisements from similar brands, products and services. This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.

Ineffective forms of digital marketing

Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion. Digital media continues to rapidly grow, while the marketing budgets are expanding, traditional media is declining.
Digital media helps brands reach consumers to engage with their product or service in a personalized way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and Display, understanding mobiles, targeting, view ability, brand safety and invalid traffic, and cross-platform measurement. Why these practices are Ineffective and some ways around making these aspects effective are discussed surrounding the following points.

Prioritizing clicks

 Prioritizing clicks refers to display click ads, although advantageous by being 'simple, fast and inexpensive' rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads are relevant therefore having little effect. This displays that marketing companies
Should not just use click ads to evaluate the effectiveness of display advertisements.

Cross-platform measurement:

The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to Unify audience measurement and media planning.
Market researchers need to understand how the Omni-channel affects consumer's behavior,
Although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involves reduplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached .

Targeting, view ability, brand safety and invalid traffic

Targeting, view ability, brand safety and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices, causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary.
Digital marketing is facilitated by multiple Digital Marketing channels, as an advertiser one's core objective is to find channels which result in maximum two-way communication and a better overall ROI for the brand. There are multiple digital marketing channels available namely;

# Affiliate marketing -

Affiliate marketing is perceived to not be considered a safe, reliable and easy means of marketing through online platform. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates it leaves the brand prone to exploitation in terms of claiming commission that isn't honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers, and websites with smaller traffic.
Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.

#Display advertising -

 As the term implies, online display advertising deals with showcasing promotional messages or ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on the search engines, classified or dynamic advertisement etc.
The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method.

#Email marketing -

 Email marketing in comparison to other forms of digital marketing is considered cheap; it is also a way to rapidly communicate a message such as their value proposition to existing or potential customers.
Yet this channel of communication may be perceived by recipients to be bothersome and irritating especially to new or potential customers, therefore the success of email marketing is reliant on the language and visual appeal applied.
In terms of visual appeal, there are indications that using graphics/visuals that are relevant to the message which is attempting to be sent, yet less visual graphics to be applied with initial emails are more effective in-turn creating a relatively personal feel to the email. In terms of language, the style is the main factor in determining how captivating the email is.
Using casual tone invokes a warmer and gentle and inviting feel to the email in comparison to a formal style. For combinations; it's suggested that to maximize effectiveness; using no graphics/visual alongside casual language. In contrast using no visual appeal and a formal language style is seen as the least effective method.

 #Search engine marketing -

 Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising. SEM may incorporate Search engine optimization, which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click listings.

 #Social Media Marketing -

The term 'Digital Marketing' has a number of marketing facets as it supports different channels used in and among these, Comes the Social Media.
When we use social media channels to market a product or service, the strategy is called Social Media Marketing. It is a Procedure wherein strategies are made and executed to draw in traffic for a website or to gain attention of buyers over the web using different social
Media platforms.

#Social networking service -

A social networking service is an online platform which people use to build social networks or social relations with other people who share similar personal or career interests, activities, backgrounds or real-life connections

#In-game advertising -

In-Game advertising is defined as "inclusion of products or brands within a digital game." The game allows brands or products to place ads within their game,
either in a subtle maker or in the form of an advertisement banner. There are many factors that exist in whether brands are successful in their advertising of their brand product, these being: Type of game, technical platform, 3-D and 4-D technology, game genre, congruity of brand and game, prominence of advertising within the game. Individual factors consist of attitudes towards placement advertisements, game involvement, product involvement, flow or entertainment.
The attitude towards the advertising also takes into account not only the message shown but also the attitude towards the game. Dependent of how enjoyable the game is will determine how the brand is perceived, meaning if the game isn't very enjoyable the consumer may subconsciously have a negative attitude towards the brand product being advertised.
In terms of Integrated Marketing Communication "integration of advertising in digital games into the general advertising, communication, and marketing strategy of the firm" Online Video Advertising usually consists of three types: Pre-Roll advertisements which play before the video is watched. Mid-Roll Advertisements which play during the video, or Post-Roll advertisements which play after the video is watched. Post-roll advertisements were shown to
Have better brand recognition in relation to the other types, where-as "ad-context congruity/incongruity plays an important role in reinforcing ad memorability". The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioral decision. These online advertisements give the brand business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time, sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control".

#Content Marketing-

An approach to marketing that focuses on gaining and retaining customers through offering helpful content to customers that
Improves the buying experience and creates brand awareness. A brand may use this approach to hold a customer's attention with the goal of
Influencing potential purchase decisions.

#sponsored Content-

 content created and paid for by a brand to promote a specific product or service.

#Inbound Marketing-

A market strategy that involves using content as a means to attract customers to a brand or product. Requires extensive research
Into the behaviors, interests, and habits of the brand's target market. It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feed back to the firm on a community based site or straight directly to the firm via email. Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word of mouth marketing. Marketing on most social media platforms comes at little to no cost- making it accessible to virtually any size business.Can be used as a means of obtaining information about competitors and boost competitive advantage.
Strategy
Planning
Digital marketing planning is a term used in marketing management. It describes the first stage of forming a digital marketing strategy for the wider Digital marketing system.
The difference between digital and traditional marketing planning is that it uses digitally based communication tools and technology such as Social, Web, Mobile, Scalable Surface. Nevertheless, both are aligned with the vision, the mission of the company and the overarching business strategy.
Stages of planning Using Dry Dave Chaffey's approach, the digital marketing planning has three main stages: Opportunity, Strategy and Action. He suggests that any business looking to implement a successful digital marketing strategy must structure their plan by looking at opportunity, strategy and action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring. They can set SMART objectives by reviewing the current bench marks and key performance indicators of the company and competitors.
It is pertinent that the analytics used for the KPIs be customized to the type, objectives, mission and vision of the company. Companies can scan for marketing and sales opportunities by reviewing their own outreach as well as influencer outreach.
This means they have competitive advantage because they are able to analyses their co-marketers influence and brand associations. To cease opportunity, the firm should summarize their current customers' personas and purchase journey from this they are able to deduce their digital marketing capability. This means they need to form a clear picture of where they are currently and how many resources they can allocate for their digital marketing strategy i.e. labor, time etc. By summarizing the purchase journey, they can also recognize gaps and growth for future marketing
Opportunities that will either meet objectives or propose new objectives and increase profit.
Strategy to create a planned digital strategy, the company must review their digital proposition and communicate it using digital customer targeting techniques.
So, they must define online value proposition, this means the company must express clearly what they are offering customers online e.g. brand
Positioning The Company should also select target market segments and personas and define digital targeting approaches. After doing this effectively, it is important to review the marketing mix for online options. The marketing mix comprises the 4Ps - Product, Price,
Promotion and Place. Some academics have added three additional elements to the traditional 4Ps of marketing Process, Place and Physical appearance making it 7Ps of marketing.
The third and final stage requires the firm to set a budget and management systems; these must be measurable touch points, such as audience reached Across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned and earned media of the company. The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written Online media.
Nowadays, the sharing economy has had an unimagined effect on many traditional elements including labor, industry, and distribution system. The sharing economy is influencing the traditional marketing channels by changing the nature of some specific concept including ownership, assets, and recruitment. Digital Marketing channels, however, consist of internet systems that create, promote, and deliver products or services from producer to
Consumer through digital networks. Increasing changes to marketing channels has been a significant contributor to the expansion and growth of the sharing economy. Such changes to marketing channels has prompted unprecedented and historic growth.
Marketing or SEM.
E-mail-a form of direct marketing characterized as being informative, promotional, and often a means of customer-relationship management. Organization can update the activity or promotion information to the user by subscribing the newsletter mail that happened in consuming. Success is
Reliant upon a company's ability to access contact information from its past, present, and future clientele.

# Social Media

 Social media has the capability to reach a larger audience in a shorter time frame than traditional marketing channels. This makes social media a powerful tool for consider engagement and the dissemination of information.
Search Engine Marketing or SEM-Requires a more specialized knowledge of the technology embedded in online platforms. This marketing strategy requires long-term commitment and dedication to the ongoing improvement of a company's digital presence. Other emerging digital marketing channels, particularly branded mobile apps, have excelled in the sharing economy.
See also

• Digital marketing engineer
• Digital marketing system
• Distributed presence
•  Interactive marketing
•  Mobile marketing
• Online advertising
• Pay per click
• Social media marketing
• Visual marketing
•  Customer Data Platform
• User intent

References
Further reading

Bibliography: Wikipedia @bay gross