What is digital business marketing? What does the agency do?

Companies can choose between several basic, broadly defined marketing strategies: traditional marketing and digital marketing.

Traditional marketing includes a lot of what people think of when they think of "marketing", such as in magazines, billboards, and TV commercials.

But what is digital business marketing? Digital marketing usually means marketing opportunities and strategies in the internet space.

Mostly focusing on marketing the company's website or online services. The ever-expanding age of the internet means that digital marketing now includes so much of what is now conventional marketing, including search engine marketing, pay-per-click (PPC) advertising, social media marketing, online content, and more.

Total digital marketing spending surpassed traditional marketing for the first time in 2019, up 19% to $129.34 billion, according to eMarketer. This makes up about 54% of all advertising in the US.

Mobile alone accounts for 2/3 of digital advertising spend, and remember, that's just paid to advertise. Organic traffic from search engines accounts for up to 65% of total e-commerce sessions, and according to BrightEdge, 53% of all internet traffic comes from search (more than half!). Nearly 3/4 of marketers now actively use web content for marketing, 79% of brands say PPC advertising is a huge driver for their business, and one in three marketers say strategies like email marketing offer them the best. ROI of any kind of digital marketing.

These numbers are just scratching the surface, even if they seem a bit overwhelming, they indicate that digital marketing has now become the new normal for business growth. Online business is the future for every brand that pays attention to shopping behavior, and with the 2020 coronavirus pandemic pushing people away from physical stores, digital marketing is more important than ever.

What is digital marketing in business? What does a digital marketing agency do? Below are examples of some of the most important digital marketing channels, including SEO, paid advertising, social media content, social media contextual advertising, email marketing, video, and more!

push vs. Pull marketing

In digital marketing, it is useful to distinguish between two main types of marketing: push and pull. Push marketing usually refers to "persistent" strategies such as paid advertising, advertising, etc. In the internet marketing world, this usually means strategies such as pay-per-click search advertising, display advertising, pop-ups, email marketing, etc. examples where companies aggressively expose themselves in front of an audience.

In push marketing, the goal is to get your brand or your products to the target audience, not wait for them to find you.

On the other hand, pull marketing involves an “if you create, they will come” approach. In pool marketing, the goal is to build a brand that naturally attracts an audience that is interested in your products/services/content - they come to you because they are naturally interested in what you provide.

The most common pull strategies include search engine optimization (SEO), organic social media content, content marketing/blogging, and even word of mouth.

Search Engine Management (SEM)

While SEO stands for Search Engine Optimization, SEM stands for Search Engine Management. So what is the difference between these two strategies?

Simply put, SEO only includes organic search engine optimization.

Modifying and tweaking the site to naturally improve search results. On the other hand, SEM includes both SEO and search PPC - which means managing both strategies together.

One of the key differences between the two is how they produce different results. Optimizing a website for SEO traffic can be a time-consuming task and sometimes it can take a long time to get results. Alternatively, SEM's paid advertising strategies mean you can make your site visible on search engines right away - and start getting traffic right away.

Here are the main benefits of managing search engines:

Using SEO and paid search ads together can help improve click-through rates (CTR) for both.
Both strategies together can help maximize brand visibility in search, one of the most important digital marketing channels.
SEM offers the best of both worlds with both fast results (from PPC) and long-term sustainable growth (through SEO). Excellent both long-term and short-term strategy.
Companies can get more return on their investment by maximizing their keyword research strategy and optimizing their site content for both SEO and paid to advertise.

Pay Per Click Search Ads (Search PPC)

Search engine advertising is one of the most popular forms of digital marketing and one of the most successful types of contextual advertising. Period.

It has some of the best ROI, averaging 2:1 (according to Google). And most companies/marketers agree: according to Statista, paid search has an average ROI of 23%. Wolfgang Digital says paid search advertising accounts for up to 32% of all web traffic and 34% of all online revenue!

The benefit of paid advertising as an online marketing channel is that it provides ultra-fast ROI for new businesses looking to ramp up traffic quickly, or sites looking to capitalize on a short-term window.

Paid social media advertising

Social media platforms are one of the most important sources of both organic traffic and paid advertising results. It is one of the most recent and rapidly growing forms of digital business marketing based on the same PPC style as search advertising.

When it comes to digital marketing in business, social advertising makes a huge difference. Social media advertising helps businesses reach 3.5 billion people worldwide, and about 20% of marketers claim that social media has the highest ROI for their sites.

Inbound social media content

Social media acts as a great form of inbound marketing where companies can interact with people who are naturally interested in their brand's services/content. It acts as a kind of "outside" opportunity to expand the audience, build brand awareness, and expand the visibility of the content.

The best and most popular social media sites for marketing include the big ones you already know: Facebook/Instagram, Twitter, LinkedIn, Pinterest, Reddit, YouTube, and more. Providing opportunities to share content in custom feeds, links, video posts, stories, etc.

Content Marketing

Content marketing is a broad segment of marketing that, generally speaking, forms the basis of many other types of digital marketing.

This is what digital business marketing means in terms of content. It involves using content (blogs, website landing pages, videos, infographics, guides, etc.) as an inbound marketing strategy to generate interest and generate new customers.

This basically means written and multimedia content as a "pull" strategy specifically designed to draw an audience directly to you and to attract an audience that is already interested in what your brand has to offer.

Advertising mailing

Email marketing is another of the most popular digital business marketing strategies and one of the most common. Now every third marketer claims that email marketing offers them the best results.

This strategy is based on sending emails to potential customers and building brand awareness through email content.

It has arguably the best average ROI, which was 124% in 2017 according to Statista.

80% of small businesses rely on this strategy to attract customers, and 49% of buyers even say they would like to receive promotional emails from their favorite brands!

Video Marketing

Brands can move forward by expanding their messages and engaging them in the visual world, as is the case with video.

In fact, every strategy we've talked about so far can include a whole secondary world where the content can also work in the form of a video.

Brands can use digital marketing to reach huge audiences on YouTube, Instagram Live, Facebook/Instagram Stories, and more - videos can even be used to support existing written content, such as with blog posts, product reviews, and more. how video can help your business:

E-commerce and Marketplace Marketing

There is a whole fast-growing expanded universe of marketing opportunities for e-commerce and online retail businesses. But what is a “market” in digital business marketing, and what strategies are involved here?

Marketplaces are retail sites specifically created with e-commerce shopping in mind - specifically sites that act as vendors for a wide range of 3rd party brands. Amazon, Walmart, eBay, and the Shopping search engine tabs are examples of e-commerce marketplaces. And now they make up a huge part of what digital business marketing for retail websites is all about.

Both Google and Bing now offer "Shopping" sites that feature detailed product listing pages, with products appearing directly on the search engine results page (SERP). Such search engine sites allow retailers to showcase and sell their products directly in search results - with details such as price, rating, photos, etc. - along with other sellers' products based on search queries. They can either be part of paid ad campaigns or Google is now offering free organic shopping results, but must be created through either the Google Merchant Center or a Microsoft Ads account.

Affiliate marketing

Affiliate marketing involves using third-party groups or content creators to promote products in exchange for a share of the sales revenue.

This usually looks like content or blogs on third-party sites that promote the product, sponsored content, or coordinated product reviews. Brands and affiliate marketers work together to target the same audience, with content that can help them both.

Brands and companies can start using this style of marketing through affiliate networks that can connect them with relevant partners. The digital marketing agency does this job for them, otherwise, the agency might even have its own network.

What does a digital marketing agency do?

Digital marketing agencies provide services to businesses and online businesses that don't have the time, resources, or know-how to do their own internet marketing - or simply don't want to.

But digital marketing agencies have their pros and cons. The main disadvantage is the cost, as professional companies charge for a full service. SEO services can perform keyword research, content optimization, natural link building, and metadata optimization to improve a site's ranking in search engine algorithms, and can extend their keyword strategy to PPC in search engines for even better results.