DED9

Digital marketing and introduction of steps and tools

Erfan

Digital marketing or internet marketing is a type of marketing that has been around for almost two decades. Of course, the definition of Neil Patel, one of the most prominent figures in this field, dates back more than 100 years ago. The birth of digital marketing, according to his definition, was when the first ad was broadcast on the radio. This time is related to 1920 when radio became in general use. According to him, digital marketing is marketing various services and products using electronic devices. This definition can be considered a short answer to what digital marketing is, which omits digital tools.

Definition of digital marketing

Digital marketing has different meanings according to other people active in this field. There are two types of different approaches desired by these people. These two types of systems are the following:

The first approach to digital marketing

The basis of this approach is the meaning of marketing; That is, doing any work in marketing with digital tools is considered digital marketing. With this approach, a digital marketer or a digital marketing expert does the same things as a marketing expert with digital tools. In this way, all things are done daily in these areas except in internet marketing with digital tools. For example, the following three examples of activities are essential in both types of activities:

The second approach to digital marketing

Instead of focusing on the meaning of digital marketing, this approach focuses on digital marketing methods and tools. You must first list and know these methods (techniques) and tools. Now, all these and the things that are done with these tools are internet marketing. In this way, this type of marketing means mastering a set of methods and tools such as the following in the digital space:

Explanations of digital marketing

According to the approaches to digital marketing, a definition can be considered from within these two approaches for this marketing. Digital marketing is a type of marketing done for different services or products on a digital platform. This platform includes the Internet, virtual space, web space, mobile phone, tablets, and other tools. This type of marketing is a subset of advertising management and marketing management on the Internet using the tools available in this vast space.

The spaces where this type of marketing is offered are expanding daily. For this reason, the growth of digital marketing globally is such that it is recognized as an academic field. The progress of this field is such that it is possible to continue studying it even up to the master’s level. Iran has also taken reasonable steps, and a promising future is expected. In fact, despite the recent developments in the world, digital marketing cannot be considered as independent expertise and knowledge; Developments such as:

The difference between digital marketing (online marketing) and traditional marketing (offline marketing)

The difference between digital marketing or online marketing and traditional marketing or offline marketing is clearly defined due to the difference in their characteristics. The characteristics of online marketing are different from the characteristics of conventional marketing. According to these characteristics, it is easy to find the difference between these two types of marketing. In other words, it can be said that online marketing has a more expressive and loud voice compared to traditional marketing. Features of offline marketing include:

This marketing consists of billboards, radio, television, print, newspaper advertisements, and the like. They use traditional tools for this type of marketing. That is why there are no wide communication channels.

Application of digital marketing for B2B and B2C businesses

B2B businesses focus on product features to offer to other companies, i.e., connecting one industry to another. In contrast, B2C enterprises focus on the product’s benefits for customers. Digital marketing is used for both of these businesses, the most important of which are the following:

Increase brand recognition

When the business is introduced in an appropriate channel, it provides the necessary information to potential customers. Increasing customer awareness about your brand increases the possibility of attracting them.

Increase business opportunities

The strategies or strategies that exist in this type of marketing allow you to increase business opportunities. The reason for this is that digital marketing helps businesses to collect potential leads. Increasing these leads will increase the number of your customers.

Reduce advertising costs

One of the benefits of digital marketing for B2B and B2C businesses is reducing advertising costs. This feature is one of the advantages of digital marketing, which also helps the return of business capital.

Collect valuable information

The information that digital marketing campaigns provide you with is precious. This information will help you take the following impactful activities for your business:

Review of digital marketing channels

If you are interested in working in digital marketing, various channels are available in this field. Digital marketing channels help you to reach your goals finally. These channels are platforms that allow you to reach your target audience. It is crucial to pay attention to an essential point in this regard. Never assume that some of these platforms are preferable to other types; Because only your conditions and needs are the determining factor. This means that you should measure the conditions and needs of your business and then choose the best channel or channels. Sometimes using a combination of multiple channels can easily lead you to the desired result, which is higher sales. The channels you can choose for your activity include the following:

Familiarity with digital marketing tools

At the very beginning, it was said in the definition of digital marketing that digital marketers or digital marketing experts do marketing work with digital tools. These tools are necessary and necessary, like work tools that exist in all businesses, to advance a career. Digital marketing experts use these tools to analyze information. Several agencies also help them to help companies to achieve success in cyberspace and the Internet. In this way, knowing digital marketing tools is one of the essentials of the work of experts in this field and even the owners of different businesses.

These tools are highly numerous and have a wide variety. Naturally, business owners can hardly afford them in addition to their work. However, these tools can be very briefly placed in the following four groups:

Viewing, analysis, and statistics tools

The tools that fall into this category are:

Tools for checking user interaction with the page

These digital marketing tools are used after users enter the site or applications. Using this tool model lets you know your users and use this knowledge. To do this process better, you can do the following:

1) Check the behavior of users carefully.

2) Get their pattern of behavior.

3) According to the feedback you have received from the audience’s behavior, find out your strengths and weaknesses.

Conversion and sales tools

The tools that you can use in digital marketing in this category are:

Cycle repetition tools

These types of digital marketing tools include the following:

Advantages of digital marketing

Digital marketing or digital marketing is a new service for the prosperity of businesses in today’s world. With this type of marketing, a world that cannot be imagined without virtual space and the Internet were able to prevent stagnation in businesses. This new field’s transformation brought about in different jobs is due to its countless advantages. Some of the primary and most important benefits of digital marketing are the following:

How does internet marketing help businesses?

Perhaps the most critical contribution digital marketing makes to businesses can be considered in marketing research for companies. This is why estimating the cost of marketing research is so essential for different business owners.

Researching and getting accurate statistics regarding offline marketing is generally incredibly out of reach. Instead, marketing research experts can easily do online marketing with tricks. The result of this research helps business owners to market their products and services with an independent identity. In addition to all the benefits of internet marketing for different businesses, this is also one of its most significant advantages. With the help of this complete and flawless research, digital marketing will help you achieve the following:

Getting to know different parts of digital marketing

The “RACE” model is one of the different models for implementing digital marketing strategies. Businesses can establish effective communication with their customers by going through 4 separate parts in this model. This is one of the standard models that has made it possible for everyone to implement it by simplifying various aspects of the work. The name of this model is formed by the first letter of each of these four sections. Each of these sections has its characteristics. Finally, these parts lead business owners to have loyal customers. These four sections are as follows:

Attracting and reaching potential customers (Reach)

The purpose of this part of digital marketing is to generate traffic. In this section, you should generate traffic from Internet and virtual space users to your website or social network pages. To achieve this goal, you must create awareness of your products or services for the clients. The following methods are suitable options to reach the target customers of your business:

Act

In this part of digital marketing, you must consider a significant challenge facing all business owners. Encouraging and interacting with users in the spaces available on the Internet is a challenge faced by business owners and marketers. One must choose basic methods with appropriate tools to deal with this challenge correctly.

Basic methods

1) Identifying users using Google Analytics

2) Converting users into potential customers and audiences by creating appropriate and relevant content

3) Persuading audiences and customers to buy products or services by using discounts, incentive points, and similar items

4) Converting audiences and customers into actual customers by taking advantage of maintaining proper and professional interaction and communication with them

The right tools

The tools that especially allow you to interact better with customers are:

Convert

This section is considered one of the vital sections in digital marketing. In this section, your audience turns from a visitor to a customer. It means that after visiting the site and seeing your products or services, he makes a purchase and pays the necessary fee. The following are the tools that you can use in this part of digital marketing:

A/B test

With this method, you choose two different versions for your site and measure users’ feedback towards these versions. Finally, you use the version that attracts more customers. For example, you consider two different photos and measure the impact of each on your sales. Finally, you use the photo that is most effective for use on the site.

Applying Conversion Rate Optimization (CRO) in all digital media

Conversion rate is a term that expresses a critical ratio in digital marketing. This ratio is the ratio of people who buy from you as customers to the total number of people who visit your site. Your effort to be successful in internet marketing should be focused on increasing this ratio, the conversion rate.

Create interaction with the customer (Engage)

Two goals can be considered for this section, and necessary measures can be taken to achieve them. These two types of plans are:

Tools needed to create customer interaction

To be able to do this part of digital marketing easily, you can use the following tools:

Different stages of digital marketing and digital branding

To be successful in digital marketing, you must first be familiar with your brand. This way, you can’t do digital marketing and branding without each other. Together, these two have become two powerful arms of your business. They will raise it to the top among competitors. The purpose of digital branding is to increase the customer’s brand awareness and loyalty. In contrast, digital marketing focuses on acquiring new customers and making more sales. To achieve these goals, these two must go through the following steps:

Website design and implementation

The first step you need to take to be strong in digital marketing and digital branding is to design and implement a website. Stepping into this stage seems inevitable with the characteristics of today’s world, where almost all businesses have entered the Internet space. The critical thing in this field is that you must refer this work to experts. With their knowledge and experience, these people can offer you the best type of website design services. Only then can you have a professional website perfect for your business.

You will have a great website with the help of a professional website designer. This site can have everything you need to introduce your brand according to your opinion and the guidance of a site design consultant. A website’s ultimate goal for businesses is to introduce and sell various products or services. In this regard, a consultant can give you the necessary ideas to have a complete and comprehensive site.

This stage of digital marketing and branding creates a cost for you. The important thing about the cost of website design is that with the amount you spend in this field, you have invested. A complete website with a professional design will attract many users to your business. In this section, with the help of expert advice, you can arrange this site in such a way that these users become customers. However, you should be online to keep up with your business competitors.

The following few reasons are sufficient for the importance of this topic:

Optimization for search engines

After the site design stage in digital marketing and digital branding, one of the most critical stages is optimization for search engines. This step is crucial to draw users to your business in the vast space of the Internet. When your site is shown to users in search engines such as Google, you have succeeded in this field. The higher the position of your site in search engines, the better you will be seen. This excellent position shows that you have outperformed your competitors regarding search engine optimization. Optimization for search engines or SEO (Search Engine Optimization) allows you to be in a position to be seen well. To reach this position, you must implement the following two items for your site:

SEO optimization

Just as a shop needs to see its products and services, the virtual business should also be seen in this space. SEO optimization in digital marketing helps you to be seen. When you create a site for your business, if you introduce and sell the product without paying attention to SEO, you cannot succeed. The slightest damage you will get from this neglect is falling behind your competitors who have taken SEO seriously. In this way, as crucial as entering information into the site or data entry, dealing with SEO is also extremely important. It would help if you had several experts by your side:

Site SEO analysis

As mentioned, SEO in digital marketing is a set of methods to improve the site’s ranking in different search engines. Naturally, this complex set of specialized techniques should be performed by experts in this field. An SEO with the knowledge that monitoring search engines must constantly update draws Internet users to your site. In this way, paying for SEO is like placing your store in the city’s best part with many customers.

In addition to SEO of the site in digital marketing and branding, you should also pay attention to SEO analysis. The experts in this field manage to identify the shortcomings in the optimization of the site with the SEO analysis of the site. After identifying the possible defects with the solutions they consider, they will improve the activities in this area. To do this, they think of extensive reviews for the site.  Some of these reviews are used for the following:

Affiliate Marketing

Affiliate marketing is another step that exists for digital marketing and digital branding. In this type of marketing, a company undertakes the work of marketing the products or services of another person or company. In this way, it receives an amount as a commission by attracting a customer and selling that company’s product or service.

Email marketing

At this digital marketing and branding stage, you should send attractive and effective emails. By sending a message by email, you can get new customers and keep old customers. These emails should have at least the following features to get a good result:

Advertising

You can do advertising in digital marketing and digital branding in different ways. The fundamental courses for advertising are the following:

Advertising on Instagram

Ordering ads on Instagram is one of the most common digital marketing methods. Many active pages on this popular social network have many visitors. This feature is considered a bonus for them to work in the internet marketing field. In this way, they advertise the products or services of different businesses for a fee. The cost of advertising on Instagram

It generally depends on the page you are placing your ad on. Of course, the type of ad, the duration of the publication, and many other factors affect the cost of the ad.

Ads on Google

Another way of advertising used in digital marketing is advertising on Google. Advertising in Google or Google Ads is a service that the Google search engine provides to Internet businesses. The cost of advertising on Google is one of the most cost-effective costs you pay. The reason for this issue is its very high and significant efficiency and quick return on investment.

Banner ads

Fixed and moving banner design is another advertisement you can use in digital marketing. The role of banners in this type of advertising is similar to the part of advertising billboards that you see on the streets. The difference between these 2 is that users in digital marketing can enter your site with one click on your advertising banner. This way, after spending the cost of banner design and its implementation by experts, you can expect many visitors to your site.

Advertisement report

Advertising reporting is another example of advertising that they do in digital marketing and digital branding. You can give them zero to a hundred production of a report by requesting ad reporting services from a digital marketing agency. Experts produce content that, while providing information to your target audience, introduces your company to them. You increase your site’s traffic by publishing valuable content about your field of work on a highly visited site by spending the cost of an ad report.

Backlink

Backlink services are one of the services provided to sites by experts in this field of digital marketing. The value of these services is because backlinks increase the SEO value of the site. By using a suitable word or phrase, you will be linked to a reliable site and use the credibility of that site. In this way, the more reliable a site you choose with Google, the more successful backlinks you have used. On the other hand, if other sites link to your site, Google considers your content and site valuable. This one point is enough for your site to be regarded as a reliable site for the Google search engine. This is why buying backlinks from a professional digital marketing agency will be highly effective in improving the status of your site.

Social Media Marketing

The use of social media in digital marketing and branding cannot be ignored in any way. Social networks are beneficial and robust communication channels in this era. Many users are busy exchanging different contents in this space. In addition, they are a free platform full of the audience that gives your products and services a very high visibility opportunity. These communication channels’ advantages and increased effectiveness have created social media marketing. There are many ways for this type of marketing that can make your ads valuable. Some of these ways include the following:

Production of audio content or podcast

Production of audio content or podcast is one of the attractive content for the target audience in digital marketing and digital branding. A speaker who professionally reads something related to your brand with a catchy voice makes your brand heard. You convey your brand’s representative to the audience by paying for audio content production. Mainly, some people use audio content more than other types of content for various reasons. For example, it is much easier for many people to hear the explanation of the conditions of participation in a training course than to read a 1000-word content.

Motion graphics design for all kinds of social networks

Motion graphics is one of the types of content production that has many fans among the audience of social networks. Moving images prepared in the form of a short video have a very high distribution power. This is why this type of content is considered one of the most compelling content in social media. Motion graphics design services are one the benefits that only professionals can handle. In this way, by paying a professional team’s cost of motion graphics design, you can receive strong content. In this case, the sums spent in this field are considered an accurate and calculated investment.

Vlog production

VLOG or video blog is one of the most effective advertising methods in the field of digital marketing. Video content has a very high capacity to attract an audience. That is why vlogging services or vlog production is one of the essential services of digital marketing agencies for enthusiasts. Of course, the type of content in a vlog differs from what you know as video content. Video vlog content focuses on one person, usually the owner of the vlog. While in video content, there are generally different people in the video. This way, by paying for vlog production, you can have a vlog with videos that introduce your business to the audience.

Creating video content for social media

Social media, both online and offline, are excellent options for advertising. The most popular content in these media is video content. Of course, video content spread in the online space is much higher than in the offline area. This feature has made the production of such content one of the excellent ways to advertise in digital marketing and digital branding. Naturally, creating a quality video is not possible without video editing.

The video editor, with his expertise, can modify your video in the best possible way based on his knowledge and your opinion. By doing this, he collects the film’s message in the best shots and finally provides it to the audience. The more professional the video editing is, the more attractive your message will be to your audience. Paying for video editing will give you a flawless video with detailed scenes that showcase your brand. This video can be shared on all kinds of platforms in the virtual space.

The role of the logo in digital branding

It is one of the essential parts of digital marketing and digital branding. Logos play a vital role in branding. A logo visually represents your brand or business that attracts people’s attention. A logo can prove the availability of your products and services. In addition, the logo can register your business in the target market and the audience’s mind forever. A well-designed logo is integral to any company’s overall marketing strategy.

It is generally tough to establish yourself without a logo in digital marketing. In fact, it is not as simple and easy as you imagine and requires special skills and knowledge. Your logo should be designed accurately and correctly so that its function is like its “face” for your business. A symbol will provide essential information about your company, from the colors and fonts to the images. As a result, your company logo allows your customers to identify the company with its core brand. They know your company by its products and services.

The most straightforward yet influential and well-known logo belongs to Apple. According to this example, make sure that there should be a clear connection between the brand name and the logo symbol. The logo needs to remain in the audience’s mind because it is the factor that attracts the audience and always stays with them. With these explanations, you have realized that having a graphic logo designer with an eye on your business is the best option. In this way, spending the cost of logo design is the cost you pay to register your brand in customers’ minds.

Types of offline marketing

In addition to digital or online marketing, you can also use offline marketing to attract customers to your business. There are many capacities in the offline space that you should not neglect. In fact, instead of thinking about the superiority of one of these two types of marketing, you should pay attention to using both. For example, many people are still not familiar with the digital world. There are even some people who do not know how to use this tool correctly. These two examples are enough to pay attention to the types of offline marketing as an important way to promote your business.

Use of business cards

Business card design is one of the oldest ways used to introduce businesses. This card acts as an identity card for your business. This type of business introduction never gets old. Even with digital marketing and advertising on the Internet, this identity card is a small sheet with rich information about your business. Basically, by paying the cost of designing a business card, you prepare a sheet containing your business’s identity for your customers.

Use of catalogs and brochures

Designing catalogs and brochures with complete textual and visual information will introduce your brand to others. Those who read your product or service brochure can become your customers. Professionals should select and write catalog text, preparation of images, and do other work. Only then will you have an effective and flawless brochure. For this reason, it is better to make an accurate and correct advertisement by paying professional people for the cost of catalog and brochure design.

Sampling

Another type of offline marketing is sampling. In this type of marketing, to familiarize people with your products or services, you can provide examples of them to others. The more accurate you are in choosing your audience, the better the result will be for you.

Advertising on TV and radio

Unlike the types of advertisements done in digital marketing, advertisements on TV and radio are not cheap. However, one cannot ignore the excellent feedback of such advertisements with such a large volume of visitors.

Advertising in the form of billboards

Do you remember banner ads in digital marketing? Advertising in the form of billboards also does the same thing in offline marketing. Your products or services are exposed to people through attractive posters on small and large billboards in some parts of the city. Finally, some of these visitors become customers of your company.

Types of corporate advertising

Providing services or products as a gift to an organization’s employees can work like a great advertisement. Doing so creates a lasting pleasant memory in the minds of various people. For this reason, they and their related people are unconsciously attracted to your brand.

How will the demand for digital marketing be in the future?

It is impossible to confidently speak about any event, including what will happen in the future regarding digital marketing. However, this type of marketing awaits a bright future due to the tremendous expansion of digitization of most activities. In fact, with the current situation of businesses on the Internet, the demand for digital marketing will be much broader. Among the most important reasons for the expansion of this marketing model at the end of Iran and the world the following can be mentioned:

General statistics of digital marketing in 2023

According to the expansion of digital marketing in Iran and the world, they provide statistics regarding all kinds of activities in this field. Paying attention to these statistics is very useful for people active in digital marketing and owners of all types of businesses. These statistics help you manage your activity correctly. Whether you are a digital marketing expert or a business owner doesn’t matter. Some of the general statistics that they have provided with internet marketing are:

Digital marketing consulting

One of the best ways to move in the best possible way in digital marketing is to use digital marketing consulting services. Of course, business owners are the leading target community to receive this type of advice. They can easily promote their business by using these services.

Along with other diverse services related to online marketing, companies introduce the best path and tools to their audience. After getting a free consultation from the experts of this collection, it will be evident for you to follow the marketing path. In fact, with the ideas and methods available to you, you will be able to clarify the way of your activity. You will take more substantial and more effective steps in a clear path. Some of the most critical and central things that will be clear to you after the consultation are:

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