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Posted: January 20, 2021 |
To introduce digital marketing, it is better to start by explaining the concept of marketing. Because the big problem we face in the Iranian market today is the existence of digital marketers who have little interest in marketing. Of course, marketing is a concept that has been neglected a lot. best smm panel 2021 you and I often hear the name, the difference between marketing and sales is not yet clear to everyone, and many see the two as one concept.
More interestingly, some people consider marketing as the same as visiting! The visitors are the same ones you probably saw in supermarkets. By introducing a catalog or product sample, they try to introduce or sell a company's products to the owner of that supermarket. Now, if we want to examine the work of visitors more closely, they are more in the category of direct selling than marketing.
So let's look at the difference between marketing and sales and advertising to make the point clearer.
The difference between marketing, sales and advertising In fact, the marketer's job is to find the customer's wants and anticipate their new needs, and the seller does only the last step, the sale. Marketing is a process with different stages and requires a long-term view, but sales usually have a momentary or short-term view and the goal is only sales. Here is what Philip Cutler, the father of modern marketing, has to say about marketing and sales:
For Philip Cutler, marketing is not sales, but sales are a small part of a broader marketing package.
In marketing, the ultimate goal is sales, but medium-term goals such as increasing brand awareness, increasing site members, increasing the time spent in the application or the number of active installations, and ???? are also raised. Of course, marketing that does not end up selling your services or products is definitely a problem. But selling without proper marketing faces many challenges.Seller
Despite the differences between the two, in small and medium-sized companies and startups, most of the marketing and sales are not independent of each other, and on the other hand, according to global statistics, companies that have coordinated and integrated marketing and sales experience better sales and growth. . For more information, you can search SMarketing on Google.
But about the difference between advertising and marketing, it should be said that advertising is one of the marketing tools, not all of it! Especially these days, when the importance of public relations and branding has become more and more clear for businesses and advertising does not have the power of the past, other marketing channels and the uniformity of marketing and public relations activities have found an important place.
In this regard, you can read the book The Fall of Advertising and the Rise of Public Relations from Sita Publications .
What exactly is digital marketing? In a general definition, if you use digital tools in your marketing path, you have done digital marketing. But concepts like internet or online marketing mean almost the same thing.
If digital marketing in the strict sense of the word has a meaning beyond internet marketing or online marketing. Because digital tools go beyond online tools. To make this difference clear, let's take an example:
For example, SMS is a non-online tool and is not considered Internet, but SMS marketing is one of the digital marketing tools.
On the Hubspot site we also encounter this definition:
Digital marketing encompasses all marketing activities that use an electronic device or the Internet. Businesses use digital channels such as search engines, social media, email, and other websites to connect with current and potential customers.
Digital marketing frameworks and models Here is a brief explanation of these similar concepts and terms.
Marketing frameworks and models are prototyping tools that help you develop a marketing plan or design advertising campaigns. The most popular marketing models are RACE, STP or 7P, 4P and 8P models. The SOSTAC framework is also a popular model. We have already prepared a comprehensive article in introducing the SOSTAC model .
But there is another concept called marketing methodology, which is a combination of several methods. The inband method, the attraction or attraction introduced by Hubspot, is one of the most popular and attractive methodologies these days. In Inbound marketing, in 4 general steps, a stranger becomes the audience, then the clue, then the customer, and finally the loyal customer (the one who brings us a new customer). The basis of inbound marketing is based on content marketing and SEO, which is completed by fully understanding the personality and behavior of the customer (buyer persona) and the stages of the customer journey (customer journey).
Influence and scope of digital marketing market Almost anyone who owns a smartphone these days has been targeted by digital or digital marketing or has used conventional tools. Of course, not only the mobile phone but almost the whole world around is full of digital tools that are being marketed and advertised.
Why is digital marketing important? The reason for the public interest in digital marketing, in addition to the novelty of this concept in the world and especially in Iran, is its lower cost than traditional marketing and advertising such as billboards and print advertising, and at the same time its effectiveness. Today, young and old have smartphones and spend many hours of the day with them. They work on various sites and applications and play in their spare time. In addition, the ability to track the results and number of visitors and people who have interacted with digital advertising or, for example, as a result of advertising or marketing activities, have installed your application in traditional and offline advertising is much more difficult and more expensive than this. Digital marketing.
Startups also need digital marketing to be able to attract new customers, evaluate their idea, or return existing customers to the cycle of buying or reusing their product. That's why we have prepared an article called Digital Marketing for Startups for your use.
Also, the ignorance of some business managers about the concept of marketing and digital marketing has caused people to be called masters or geniuses of digital marketing! Appear in this turbulent market and start advertising and holding courses, seminars and ???? without specific experience and background in their resumes.
What are the basics of digital marketing? Digital marketing without setting the right KPI and measuring the results correctly is like shooting an aerial shot! It just makes noise and at the moment it may attract some people's attention and that's it. But basic digital marketing should lead you to your predetermined goals. If you are a digital marketer yourself or working with a freelancer or digital marketing agency, be sure to set a target for marketing costs, a SMART goal, and try to calculate your return on investment. You should also be able to get the cost of attracting customers from each marketing channel (Customer Acquisition Cost), in short CAC. Knowing the CLV or the value that each customer creates for you as long as your customer will also help your organization's marketing insights. In fact, without calculating the Customer Lifetime Value, or CLV, you will not be able to make an accurate judgment of each customer acquisition cost and return on investment (ROI).
Channels or digital marketing tools Digital Marketing Digital Marketing Well, we come to the part where we talk about the middle ground - digital marketing tools or digital marketing channels. Digital marketing is not as famous as its tools! This means that many people have heard the name of SMS or click-through ads more than digital marketing. While these are just two of the digital advertising or marketing channels. Here are some of the most important digital marketing channels.
SEO or marketing through search engine optimization (SEO) results If you have a website or blog, SEO is one of the first concepts you will encounter. In order for your content to have a good position in search engines, especially Google, or to be found organically in Google, Bing or Yahoo, we need to get into SEO. Previously, SEO was only related to the site, but these days, in order to get high downloads for your application, you must also follow the principles of ASO - which is something like SEO but related to app stores. SEO is also strongly tied to other concepts such as user experience (UX) and content production.
Important parts of SEO On-page SEO: It is related to the optimization of site page codes, tags and compliance with html and css standards and microdata in the content.
Off-page SEO: refers to the status of link building and backlinks of a site as well as the social network signals of a site.
An important point in SEO: Some sources refer to SEO as one of the free channels to attract the audience and the customer. While SEO has its costs. Manpower costs for content production or the purchase of backlinks and ad reporting are clear examples of these costs.
Search Engine Marketing (SEM) In addition to SEO, which is a type of marketing through search engines, we should also mention paid advertising in search engines as one of the most popular and fruitful channels in digital marketing. Most of Google's revenue, according to itself, comes from advertising. Google has the largest Internet advertising network in the world. There are two general types of advertising on Google or Google Ads, formerly called Adwords, which we are dealing with here in search network advertising. The ads that you see after searching for a phrase in the Google search results and the sign that distinguishes it from the SEO or organic results is the small Ad word that you see around the results.
Advertising on Google - Mobile
The cost that you pay in Google ads is related to clicks, that is, for each click on your ad, your Google Ads account charge will be reduced and it will go to Google Happy Pocket.
Add to that the fact that almost all other search engines, except Google , sell you paid traffic or click-through advertising ( PPC ), including Bing, MSN, Yahoo, AOL, and others.
Content Marketing Joe Politzi, author of Epic Content Marketing and founder of CMI, who is himself a master of a variety of content marketing models, introduces content marketing on his site.
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