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Combine the internet, mobile media, and traditional marketing, and you’ve got the basic concept of digital marketing. A digital marketing agency makes use of all sorts of media channels to advertise client products and services. Social Media Marketing Digital marketers put the different social media channels to work for clients in a variety of ways. Through Facebook, businesses can build a community of fans who visit their page, read stories and view photos of employees at work, local activities, or any number of interesting things that may or may not be directly related to the business. A popular way to publicize businesses is via online contests. It’s easy to build interest in a brand and involve a larger audience with a clever contest, or with great prizes. Digital marketers also use SMS, or text messages, to provide customers with advance notice of sales or special discounts. Visual impact has become increasingly important in digital marketing. YouTube is now a major player, with companies hoping to post the next viral video. Photo sites like Pinterest and Instagram are also frequently used by companies with especially photogenic products - real estate, clothing, and jewelry are good examples. It’s important to note that social media marketing aims to reach consumers mostly through indirect means. In other words, the “hard sell” has no place in social media. Digital marketers focus on using social media to open a conversation with consumers, counting on an ongoing relationship to create loyalty for a brand. Market Analysis A digital marketing agency puts a great deal of effort into research. They may test for online response by posting two different descriptions of the same product to see which one gets a better response. Digital marketing also involves web analytic, where online data is collected and examined to help with a variety of marketing decisions, including product design, ad development, and even price setting. A notable result of web analytics is SEO, or search engine optimization. As search engines constantly change their algorithms, digital agencies are relentlessly developing new techniques to keep their clients at the top of search pages. Yet another aspect of research-related digital marketing is reputation management. This relatively new entry to the field uses data tracking to monitor all online mentions of a company, and builds responses that maintain the integrity of their brand. Digital marketing can be used to draw users into a website with banner ads or click able content - that’s called “pull” marketing - or to catch attention with a text message or email - that’s “push” marketing. With so many options available - from banner ads to photo sites, to video, podcasts, SMS messaging, and so on - digital agencies can offer a nearly endless selection of marketing tactics to businesses.
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