The Effectiveness Of Digital Marketing



Phumzile Mavimbela

August 30 2021

Digital marketing can be defined as the use of electronic devices or the internet for meaning of increasing sales and profits in a business. This no traditional medium or method of marketing allows business to connect to a larger audience of current and potential customers.

2. Different types of digital marketing

There are different types of digital marketing offering an endless pool of possibilities for increasing
the companies’ profits. For example, a company can decide you market through emails this means
the email marketer will create an email campaign and send to it to the company’s leads. Or a
company can decide to choose the content marketing route this means that the company’s content
marketer will create and curate content and distribute using different content creation platforms
such as blogs and social media platforms in order to generate leads.

2.1 Search Engine Optimization (SEO)

This is the process of optimizing your website to "rank" higher in search engine results pages,
thereby increasing the amount of organic (or free) traffic your website receives. The channels
that benefit from SEO include websites, blogs, and infographics.

2.2 Content Marketing

Creating and curating promotional content in order to create awareness about the brand the
services offered, different way of creating content online include:

2.3 E-books

E-books as well as white papers help to your show your customers and as well as potential
clients that your company has in-depth knowledge about the industry your company fall part of.
This form of in-depth writing demonstrates industry expertise.

2.4 Content Creation

Creating content means, strategically gathering data for the purposes of creating awareness about
your brand, drive traffic to your social and digital platforms as well as generate leads. Content
creation is imperative in any marketing strategy and will ultimately establish between you and

2.5 Blogging

Writing and publishing articles on a company blog helps you to show your niche that your company
has all the industry expertise and generates organic search traffic for your business. This will
generate leads as well as potentially increase sales.

2.6 Social Media Marketing

This practice promotes your brand and your content on social media channels to increase brand
awareness, drive traffic, and generate leads for your business. The channels you can use in social
media marketing include:


3. Different tools of digital marketing

3.1 Pay Per Click (PPC)

PPC forms part of the tools of driving traffic to your digital platforms. This method can be executed
through paying the publisher every time your ad is clicked. Many companies use Google Ads, which
allows them to pay for top slots on search engine results pages at a certain amount per click of the
links you place. Other common types of PCC are:
Sponsored Messages on LinkedIn: Companies pay to send messages directly to specific LinkedIn
users based on their industry and background
Twitter Ads campaigns: The user can pay to place a series of posts or profile badges to the news
feeds of a niche audience, profiled to accomplish a specific goal for your business. This goal can be
through website traffic, more Twitter followers, tweet engagement, or even app downloads.
Paid ads on Facebook: The Company can pay to customize a video, image post, or slideshow, which
Facebook will publish to the newsfeeds of people who match the business's targeted audience.

3.2 Native Advertising

Marketing automation is the software that serves to automate your basic marketing operations.
Many marketing departments can automate repetitive tasks they would usually do manually, this
Pre scheduling social media posts: To grow your companies’ social media foot print, you would
need to create content for social media frequently. This makes manual posting a bit of an unruly
process. Social media scheduling tools push your content to your social media channels for you, so
you can spend more time focusing on content strategy.
Email newsletters: Email automation allows your company to automatically send emails to your
subscribers. It can also help you to niche as well as expand your contact list. So that your newsletters
are only received by people who want to see them in their inboxes.

3.3 Lead Generation

Generating leads, and converting those leads into customers can be a complex process. Digital
platforms allow you to automate this process so as to make it simpler through sending leads specific
emails and content once they fit certain criteria, such as when they download and open an eBook.

3.4 Campaign tracking and reporting

Marketing campaigns usually include merging different departments as well as different people,
emails, content, webpages, phone calls, and more. Marketing automation helps your company sort out the help you to arrange for your specific campaigns its serving, this process then tracks the
performance of that campaign based on the progress all of these components make over time.

4. The effectiveness of digital marketing:

4.1 Digital marketing is cost effective

Digital marketing makes it easier for companies to track campaigns daily, this cuts down the amount
of money spent on trying to come up with traditional means of customer feedback. The same does
not apply in traditional forms of advertising. It doesn’t matter how your billboard perform, it still
costs the same, whether or not it converts for you.
More so digital marketing, gives you complete control over where you choose to spend your money.
Perhaps rather than paying for PPC campaigns, you choose to spend money on design software to
create high-converting Instagram content. A digital marketing strategy allows you to continuously
pivot, ensuring you’re never wasting money on channels that don’t perform well

4.2 Niche audience

Digital marketing can allow your company to identify and target a specific audience, and send that
audience personalized marketing messages.
For example, you might take advantage of social media’s targeting features to show social media ads
to a certain audience based on variables such as age, gender, location, interests, networks, or

4. 3 Digital marketing is measurable.

It is easy to comprehensively measure metrics that may play an important role in your companies
marketing strategy. This includes the number of your website clicks, views, shares, engagement and
impressions. According to marketing gurus this happen s to be one of the biggest benefits of digital
marketing. It is hard to measure customer’s interaction with brands on traditional platforms of
marketing. Digital marketing allows marketers to see accurate results in real time. For example, if
you’ve ever put an advertisement in a newspaper, you’ll know how difficult it is to estimate how
many people actually flipped to that page and paid attention to your ad.

5. Content Performance and Lead Generation

A digital marketing company once made an example, they said Imagine you’ve created a product
brochure and posted it through people’s letterboxes — that brochure is a form of content, albeit
offline. The problem is that you have no idea how many people opened your brochure or how many
people threw it straight into the trash.
Now imagine you had that brochure on your website instead. The greatest element of digital
marketing is the ability to measure exactly how many people view websites or pages where your
products where advertised. More so you can collect the contact details of those who download
through using forms. Not only can you measure how many people have engaged with your content,
but you’re also generating qualified leads when people download it.

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