Digital Marketing in Business: A Complete Overview of Opportunities


Digital Marketing in Business: A Complete Overview of Opportunities

Everything changes very quickly. The old is replaced by the new, nothing in the world stands still. This also applies to promoting a business on the network. Previously, SEO was enough to attract customers from the Internet. A bit later, Internet marketing came to the rescue of SEO. Now Internet marketing alone is not enough. A new era has come – digital marketing. In this article, we will examine in detail the concept of digital marketing, as well as which channels, services and tools are used in digital marketing.


Digital Marketing — What Is It?
Digital marketing strategy
Digital Marketing Benefits
Digital marketing tools
Online Advertising Channels
Services for digital marketers
What has changed and what will change in the digital marketing market?
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Digital marketing – what is it?

Translated from English, digital (digital) is digital. Accordingly, digital and marketing is digital marketing. That is, brand promotion and customer acquisition through all possible digital channels – social networks, the Internet, e-mail newsletters, contextual advertising, content marketing , etc. It also uses other tools to help attract customers from offline environments – SMS, mobile applications on phones. In a word, this is a comprehensive promotion of a product or service through various types of marketing (online + offline).

Digital marketing strategy

definition of the goal (s)
At this stage, you need to formulate the goals of the digital strategy, taking into account all the business goals of the organization.

CA detection
determine the target audiences and events that I will become a conversion for these groups

formation of UTP
analysis of tools and technologies
Carefully analyze the company’s external and internal digital instruments and channels. Also appreciate the available but not yet used. Formulate goals, objectives and main challenges for each channel (website, social networks, mobile devices, CRM, ERP, etc.)

content strategy
The content strategy needs to be carefully developed: to consider in detail the tonality, audience, method and time of content delivery. And, most importantly, not to deviate from the goal – to communicate effectively and appropriately with users.

Prioritize tasks based on their urgency, importance, timeline, budget and other available resources. Then distribute them among the employees and arrange the KPIs.

getting the result
Determine how you check the results of each step and the success of the project.

adjustment of results
After you have completed all the previous steps, you need to carefully analyze them, find problem areas and make changes to business processes to increase efficiency.

Digital Marketing Benefits
Engaging with a wider target audience
Delivering information to more potential customers in a short time
More powerful impact on the audience.
Increasing brand awareness and customer loyalty
Transparency of measuring the results of a marketing campaign and the ability to make adjustments in real time
Lower costs compared to traditional advertising.
Let’s talk about digital marketing in numbers

As mentioned above, digital marketing is a set of different marketing tools for attracting customers from both online and offline environments. Let’s see what the global numbers tell us about the different tools of new marketing.

Email Marketing

TheNewYorkTimes has 30 email newsletters with a rate of about 70% of openings. They got this result due to the narrow segmentation of the target audience. For students, one series of letters works, for pensioners – another, for sports fans – the third, etc.
Experian conducted a study that found that personalized letters open 26% more often than with template topics.

MarketingLand reported that 80% of users pay attention to etiquette of correspondence with unfamiliar respondents. Their decision regarding further correspondence depends on this.

Salesforce claims that using emoji in your email helps increase conversions. Only 2% of email newsletters use this digital marketing technique.

Most of the discoveries are in the letters sent between 18:00 and 23:00, says Campaign Monitor.

Mobile devices

A study by DMR showed that more than 50 billion searches per month are made from mobile devices and this is important for digital marketing.
80% of Internet users own smartphones.
The 2015 State of Marketing Report conducted a survey of marketers about the importance of optimizing emails for mobile devices. 31% of respondents say that more than half of their email newsletters are opened from mobile. It is also known that only 47% of B2C companies fully utilize text letter optimization.

More than 1 billion smartphone owners per month use Facebook.
32% of teens use Instagram more often than other social networks. networks.
More than 20% of the world’s population have active Facebook accounts.
76% of users log into Facebook daily. Instagram, in turn, accounts for 51% of these users.

Content marketing

33% of marketers make 2 to 5 publications per month.
70% of companies increase the budget for video content.
The popularity of infographics has grown by 800% over the past year.
More than 80% of marketers use written content and plan to increase it.
28% of digital marketers study podcasts.


More than 600 million users do not want to see ads, using different services to block it. One of the benefits of organic sites.
About 60% of B2B marketers say they’ve got the majority of customers through SEO.
The first 3 sites from search results receive more than 50% of transitions.
39% of users will leave the site if it takes a long time to load.

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