Digital marketing, also known as “online marketing“ or “e-marketing,” refers to all the techniques used on digital media and channels.
While some techniques are close to those known in traditional offline marketing, others are genuinely inseparable from the Internet.
So, without delay, let’s find out together what the main levers of digital marketing are.
Email marketing
Bringing together all the uses of email for marketing purposes, email marketing is often considered one of the levers of digital marketing that guarantees the best return on investment (ROI).
It must be said that marketing experts quickly understood that emails could have many uses, especially in terms of activating new customers and building loyalty.
Email marketing practices have continued to evolve in recent years. Proof of this is that if loyalty was still based a few months ago on sending newsletters at a fixed frequency, it is based more frequently on individualized email contacts.
Email Marketing Automation:
With the establishment of an email sequence, you can automate your acquiring new customers and free yourself from any tedious task.
Display advertising
Formerly known as “online advertising,” the display is another primary lever in digital marketing.
Behind this term is hidden most of the forms of digital advertising that use graphic elements or videos. In other words, the display includes advertising banners, paving stones but also website skins.
According to forecasts made by the agency Zenith, digital advertising investments should have jumped by 50% between 2016 and 2019 to reach more than 125 billion dollars in 2019.
Search Engine Marketing (SEM)
Search Engine Marketing (SEM) is a real pillar of the digital marketing mix, which consists of two branches: SEO (Search Engine Optimization) and SEA (Search Engine Advertising).
SEO brings together all the techniques that aim to position a website’s pages in search engines’ first natural results on clearly identified queries.
A technical discipline par excellence, SEO revolves around three main areas: the optimization of the website’s technical elements, the optimization of the pages’ content, and the development and optimization of backlinks.
In recent years, however, SEA has tended to take over SEO. It consists of buying advertising space on search engines, knowing that more than 90% of investments are focused on Google AdWords’.
SEM’s objective is to increase the visibility of a website on search engines and, therefore, indirectly boost its traffic.
Social Media Marketing (SMM)
It is impossible today to think “digital marketing” without integrating social networks into its strategy.
Social Media Marketing is precisely to develop the notoriety of your brand on social networks. To do this, it is recommended to offer Internet users high added value content so that they want to share it with members of a community that will then have to be grown.
But brand visibility is not the only objective of a Social Media Marketing strategy since the company must be able to integrate into existing communities to listen to them and address them live.
The web analyzes
Sometimes called “web analytics,” it is a discipline which, as its name suggests, consists of analyzing the behavior of Internet users when they visit a website.
From data such as the time spent on the site or the bounce rate, it is possible to make modifications to boost the performance of a website.
When setting up a digital marketing Services, a company chooses between many levers to increase its online visibility or develop its notoriety. It is up to her to make the right choices according to her objectives and the brand image she intends to develop.