digital marketing

It is a type of marketing that uses various electronic devices to deliver an advertising message to existing and potential customers. They are not just computers or phones, but any device with a screen:

• TV
• you are welcome
• e-reader
• smartwatch
• environmental screen
• POS terminal
• u.c.

Digital marketing is not quite the same as internet marketing, as the advertising message can be conveyed offline, for example through environmental screens.

Digital marketing continues to grow in importance as business marketers can use a variety of tactics and channels to reach their potential customers where they spend the most time – online. The best digital advertising specialists and marketing agencies can help these companies reach their target audience more precisely, because they know the current digital marketing channels and how to use them most effectively.      

As in traditional marketing, every company is interested in increasing sales, market share and profits of its products and services. To achieve these results, companies engage a variety of digital advertising specialists and marketing agencies that can offer the right combination of solutions for their specific needs.  

With the rapid development of smart devices and social networks, it has become possible to start collecting very detailed data about users, their interests and habits on a massive scale. Today, this data allows us to target potential customers very precisely where they spend the most time and have the greatest potential to be interested in a particular advertising message.

Digital marketing agencies know these nuances and can offer the right marketing services to help their clients reach their target audience as efficiently as possible.

The ways of reaching the target audience are constantly changing. Some don’t deliver the expected returns, others become very popular very quickly, but disappear just as quickly. However, there are many channels that have remained a stable choice for marketing agencies and their clients to deliver advertising messages:

• company website – well-designed with samples, testimonials and contacts to encourage potential customers to contact the company
• Email – sharing different types of content (news, promotions, competitions, tips, etc.)
• SEO, SEM – the ability to find a given company by the most relevant keywords in various search engines (Google, Bing, etc.)
• social networks – the ability to target your audience as precisely as possible through content or paid advertising
• PPC (pay-per-click) – shows your ad to a specific group of customers on a scheduled basis
• Sponsored content – third parties, such as influencers or even customers themselves, promote a company’s product or service
• Content marketing – all the activities a company does online – regular blog posts and social media posts, commenting, filming videos, live broadcasts, interviews, etc.
• others – web banners, SMS, QR codes, apps, outdoor screens, TV, radio, etc.

Digital marketing is not the goose that always lays the golden eggs. Most will be just the normal, everyday ones. Sometimes you have to throw one out.

Only rarely will an egg be worth its weight in gold. Marketing agencies understand this very well and are not under any illusion about the effectiveness of the marketing services they offer, but are data-driven. Today, there are many advantages that did not exist a few decades ago:

• it is possible to cover the whole world and reach people in any country
• it is cost-effective compared to traditional marketing
• it can be measured in many different ways
• personalise and automate customer communication, build closer relationships
• lightning-fast response and the ability to adapt your advertising campaign in real time

Of course, there are also various challenges, the most pressing of which are:

• a steady increase in competition as more and more companies embrace digital marketing
• the ability to produce regular content that is unique enough to be of interest to people
• ability to attract the right target audience through different channels
• data privacy, which gives people a greater sense of security but reduces the ability to reach them qualitatively (ads may appear more often to the wrong audience)
• technological developments – constantly adapting advertising campaigns to the different platforms and devices that regularly appear on the market
• maintaining credibility – there are many negative stereotypes about digital advertising. It’s also very easy to imitate a company’s digital advertising in an attempt to trick people. Even though the real company has nothing to do with it, the credibility of digital advertising is diminishing

To be successful, a company’s short- and long-term decisions must be based on accurate data, not assumptions. Digital marketing allows you to keep detailed records of a wide variety of data, the best known of which are:

• traffic to the company’s website, dwell time, more popular pages, regularity of updates, number and demographics of new visitors, etc.
• your company’s position in search engines for specific keywords (SEO)
• CTR (Clickthrough rate) – how many people click on (show interest in) a given digital ad in relation to the number of people who see it
• cost per click and conversion – how many people make a purchase after clicking on an ad and how much that click and purchase costs the company
• parameters on social networks – number of followers, frequency of posts, intensity of shares, views, number of comments, etc.