Digital marketing has become a necessity for any business trying to survive in this day and age. It has been said that the most important thing is not how much money you spend on digital marketing but the way you spend it. What does this mean? Well, certain categories in digital marketing will give you more advantages than others, depending on the size of your company and its goals.
Digital marketing is constantly changing, but there are some basic categories of digital marketing that you need a solid understanding of to thrive in the digital ecosystem. To learn more about the best digital marketing specialties and software tools for digital marketing. We asked the experts and here’s what they shared.
The most important categories of digital marketing
If there is a universal truth in digital marketing, every marketing executive has their own ideas about how to do marketing and even how many marketing categories there are. Working in such a rapidly developing industry means that new marketing categories can emerge all the time.
Even in the past 10 years, there has been a huge leap in how digital marketing is understood. However, as Kate Adams, senior vice president of marketing for Boston, MA-based Validity, said, “While marketing categories help create brand awareness, recognition, and trust, what many marketers don’t realize is the success of their digital campaigns. It largely depends on the correctness of their data.”
To understand more about each category, let’s take a closer look at some of the most popular digital marketing categories.
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For some marketers, SEO is the mainstay of their campaigns. This is because SEO applies to other digital marketing categories. For example, you will have to use relevant SEO keywords in your drip and content marketing campaigns to make them effective and attractive, which is why SEO and search are fundamental to digital marketing.
Search Engine Optimization Tools
“When it comes to practicing SEO, our go-to tools will be SEMrush and Ahrefs. We find using SEMrush useful as it allows us to determine the estimated reach of our website as well as determine the scope and/or resource authority of our site,” shares Maya Levi, Marketing Manager at Tel Aviv, Israel-based ReturnGO.
Search Engine Marketing (SEM) refers to the practice of making use of paid advertisements that appear on search engine results pages (or SERPs). In search engine marketing, companies bid for keywords that Google visitors may use when searching for specific products or services, giving the company the opportunity to have its ads appear alongside the results of those search queries.
According to Christopher Moore, chief marketing officer of Quiet Light in Mooresville, North Carolina, “The best pay-per-click advertising tool is Google Ads Editor as it allows you to create and edit different ad campaigns across different Google accounts making it far easier to manage your different campaigns and edit Advertisements as the campaign continues to make it more SEO friendly.”
Content can take many forms, from blog posts to voice instructions delivered via IoT devices. Since it can take many forms, it is often seen as the lifeblood of marketing campaigns. Because of its flexibility, content marketing plays a central and comprehensive role in every marketing strategy and can be customized to suit customer needs before, during and after the purchase process.
Content Marketing Tools
There are many content tools to help improve your content marketing. They can help with construction, grammar, content suggestions, and best SEO practices. Examples include Grammarly, Ink, and Jarvis.ai rules. Most of these are AI-based apps that help marketers overcome writer blocking and create content more consistently across niches, and ensure that SEO is integrated into the process.
Reaching your inboxes and engaging recipients through email marketing is more difficult than ever, with incoming mail volume nearly doubling annually. Email marketing tools can help simplify email marketing campaigns and provide important insights to help increase engagement and improve execution.
Email Marketing Tools
A good tip is that you should always start with an ESP (email service provider) that fits your budget and brand. “Flodesk is a great paid option with no tiered plans, but if you want to get started for free, MailerLite is another popular option with a lot of free subscribers before you need to upgrade your plan,” Abby Sherman, director of strategy in Minneapolis, shares with Snap. Headquartered in Minnesota.
Without data, marketing is nothing but guesswork. On the other hand, inappropriate use of data can paralyze even the best laid plans. Adams admits: “Marketing and sales teams waste up to 50% of their time dealing with data quality issues.” She continued, “From duplicate records to outdated contact information. If companies don’t reach the right audience, their marketing efforts (and money) will be wasted.”
Data Analytics Tools
“To collect data and insights, we are complementing our use of SEMrush with Google Analytics (GA),” said Levy. “Google Analytics is easy to set up, and it allows us to stay up-to-date with social network profiles and website performance. With the data we get from GA, we can strategically solve the marketing roadblocks we encounter along the way,” they shared.
All in all, to make it easier to meet your digital marketing requirements, it is best to choose and invest in the right software that will make researching, implementing, and optimizing these efforts much easier for you. Some of these useful applications include CRM tools, automation software, and collaboration tools that, with the help of customization and human touch, will help you create effective and relevant marketing campaigns.