What Is Digital Marketing? And How Does It Work? (2019)
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What Is Digital Marketing? And How Does It Work? (2019)


in this video we’re talking all about
digital marketing. What it is, how it works, as well as diving into some of the
most proven and effective digital marketing strategies available today
let’s get to it hey there my name is Adam Earhart, Modern
Marketing Strategist, and welcome to the Modern Marketing Show where we help you
generate more leads, customers and sales by making better marketing so if you’re
interested in learning the latest and greatest marketing strategies, tools, tips,
tricks and tactics well you may want to consider subscribing and hitting that
notification bell. Alright so let’s talk digital marketing. Specifically in this
episode we’re going to be pulling back the curtain on what is arguably one of
the most complicated and yet significant and most powerful aspects of running a
business and that is digital marketing by the end of this episode you’re gonna
leave with not only a better understanding of what digital marketing
is and how it all works but actually how it applies in the real world because
theory and academic stuff and all that kind of book knowledge is is nice to
have and it can play a role in helping you form a foundation and base knowledge
but it’s a completely different story when we take all those concepts and
theories and we actually apply them in the real world and that’s what I want to
help you with here but before we dive into the theoretical and academic stuff
as well as the practical and actual applications of digital marketing first
we need to decode what exactly we’re talking about here after all when it
comes to digital marketing there is no lack of confusion and I blame myself as
a marketer for being part of the problem after all we’re infamous for using
complicated jargon and technical words like SEO, PPC, CTA, CTR and I could go on
with dozens and dozens more to make matters worse people often associate
digital marketing with complex online software, coding or these really
complicated funnels that take teams of dozens and dozens of people just to keep
running no wonder there’s still so much confusion around it and so many
otherwise very smart and savvy business owners still avoid it.
Now of course digital marketing does have some more complicated and technical
aspects involved but that doesn’t mean you need to know what every single one
of them is and how to do them all in fact even just a broad or general
understanding of all the different pieces will allow you to thrive in
today’s digital marketplace because at the end of the day digital marketing is
actually a pretty simple concept but before we dive
to all the specifics first a quick shout out to this episode sponsor Charity
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charitable organizations make sure to check out the link in the descriptions
below. Alright so let’s get back to it. What exactly is digital marketing? Well
brace yourself for this one but digital marketing is just marketing done
digitally yep that’s kind of it meaning the same concepts and principles and
theories that apply when marketing your business well these are all going to be
applied but done on digital platforms like social media, through email and
other online channels. Basically if you’re using a digital platform to
communicate your business’s value to your customers then you my friend are
digital marketing. So how does digital marketing work? Well the reality like we
just covered is that digital marketing works much the same way as offline or
traditional marketing does in fact when you hear somebody talking about digital
marketing they’re referring more to the tools and the digital and online aspect
of those tools rather than the underlying strategy behind it which
should always be formed on foundational and really marketing fundamentals. So now
that we’ve got that covered that digital marketing is really just marketing done
with digital tools well what are the best tools available and the best way to
make digital marketing work for you well the very first step when it comes to
creating an effective digital marketing strategy is to first identify your
market you see this is going to be the same whether we’re talking traditional
or digital marketing but the first step is always in identifying that target
market that ideal customer or prospect or potential person that you really want
to connect with now the reason this is such a foundational piece of an overall
strategic campaign is because without the right person in mind well nothing
else is really going to matter so spend a little bit of time and do some digging
into your ideal target market, what are their demographic details like their age,
gender, income, occupation, things of that nature,
also what are their geographic details where do they live, what city, state,
province, country, things like that and lastly, and
maybe most importantly, what are their psychographic details, things like their
attitudes, interests, opinions and behaviors. The better you’re able to form
a really clear picture of who your ideal market is well the more effective your
digital marketing strategy or marketing strategy in general is going to be all
right so once you’ve got your market clearly identified it’s time to move on
to step two message now when it comes to creating a really effective message one
of the things that I like to advise is that you take a look at your clients or
your customers basically the market that you’ve just identified well take a look
at their miracles and miseries. Their miracles are going to be things like
their wants and their needs, their goals and their dreams, again the better you
understand your market well the better you’re going to understand their
miracles and ideally your business is going to be the one that’s positioned to
deliver those miracles for them. The flipside of that of course, is their
miseries what are their fears, their frustrations, their pains, their
nightmares and all the things they’re trying to avoid again step two is going
to be pretty much the same whether we’re talking traditional or digital marketing
and the third step is media and this is where things really differentiate
between traditional and digital marketing because it’s here that we’re
going to be making the choice for which platform we’re going to be using to
communicate our message with our market now when we’re talking about traditional
media we’re talking about things like the newspaper or the radio or Direct
Mail or any form of print really digital on the other hand is going to include
things like social media, online video, email marketing, online pay-per-click
advertising, things of that nature where things get really exciting though and
where digital marketing is such an effective overall strategy to deploy is
that well pretty much everyone regardless of age or gender or income or
occupation, pretty much everyone is online these days which means that no
matter who you’re trying to reach you can reach them with digital marketing. Not only that but digital marketing also has some other benefits above
traditional marketing namely the fact that the targeting is just so dialed in
with digital platforms also the time to get data back is significantly reduced
meaning if you create an ad and put it in the newspaper or in a magazine you’re
gonna have to wait a period of days, weeks, maybe even months for your market
to see your message and react or not react digital marketing on the other
hand well you can create an ad and put it out to your market in as little as a
few hours and get immediate response letting you know if you’re on track or
if something needs to be changed. All right, so now that we’ve got all that
covered what are some of the most effective digital marketing strategies
available today? Well when it comes to digital marketing there’s no shortage of
available strategies no shortage of opinions that goes along with each of
those strategies either social media gurus say you need to be using more
social media, email marketing advocates preach the benefits of reaching your
customers directly in their email INBOX, video marketing experts say everybody
needs to be creating more videos and online advertisers tell you that the
best return on investment is with online ads so who’s right well in reality they
all are because it’s gonna depend on your market your message and your media
basically we need to figure out who you’re trying to reach what the message
is that you’re trying to communicate and which online or digital platform is
going to be best aligned with you your business your industry and your
customers. Unfortunately, where many people get lost and confused is they
take a look at all these different things realize that they might all work
so they start doing everything and one thing I can tell you with certainty
after years of being a digital marketing consultant and owning a marketing agency
is that you definitely do not need to do everything in fact most of your results
are going to come from one two maybe even three carefully selected and
strategically deployed channels at most so to help you choose which one may be
best for you and your business these are some strategies we use inside the agency
every single day for our clients and have proven to be some of the most
effective forms of digital marketing available today. The first is, of course,
social media marketing. You simply can’t argue with the proven
results that you’re able to achieve with a strategically deployed social media
marketing campaign now there are nuances between how the campaign is deployed and
how we’re going to leverage it but it really comes down to using one or a
combination of Facebook, Instagram, YouTube and LinkedIn depending on the
market and depending on the client and their customers. Regardless, having a
social media presence today is pretty much mandatory and doing the best you
can will provide a real and tangible return on investment. The other strategy
that we consistently use is online advertising. Again, most of the social
media platforms do have the option to use both organic
social media which means unpaid or just regular posting content as well as paid
online advertising where you’re basically paying them for a distribution
again we take a look at the market and essentially what we’re trying to get
across and then make a strategic decision between Facebook, Instagram,
YouTube and the Google Display Network. As a fun fact, some of our highest ROI
campaigns have almost always come from social media online advertising. Yeah, it
can be a bit of a bear to learn when you’re first getting started and can be
a bit of a trick to figure everything out but once you do, once you’ve got it
dialed in it’s a really powerful concept. The other strategy we almost always
deploy and certainly with our local clients is search engine optimization or
SEO for short. Basically if you’re unfamiliar with SEO it involves
optimizing the website to appear higher in the search rankings so when someone’s
typing in a search term your business appears top-of-the-line.
All right, so now that we’ve got all that covered the next thing you’re going to
want to do is check out the original version of this video I’ve got linked up
right here it’s short but it’s one of the most popular videos on my channel
and provides another perspective on what digital marketing is and how it all
works. So make sure to check that one out now and thanks so much for watching and
I’ll catch you next time on The Modern Marketing Show

About Ralph Robinson

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