Digital Marketing: Key Strategies Overview
Digital marketing incorporates a variety of strategies and tactics focused on promoting brands, products and services through online channels. This means that as consumers continue to spend more time on the internet and devices, digital marketing is becoming a more essential part of business growth. While different for every company, some common goals of effective digital marketing include: Generating brand awareness and hype Driving web traffic to online stores and landing pages Acquiring new customers and converting website visitors Widening the reach of content marketing efforts Improving customer retention and relationships Digital marketing usually involves a combination of these key areas: Search Engine
Democracy in Digital Marketing
Digital marketing and the spread of information online have transformed how people engage with public issues and participate in civic life. However, concerns have grown that certain effects of digital marketing threaten democracy by facilitating the spread of disinformation, extremism and polarization. The Rapid Growth of Online Disinformation As digital marketing has expanded, so too has the proliferation of false or misleading information online. Platform algorithms optimizing for user engagement often promote extreme and outrageous content that garner more clicks and shares. The spread of disinformation sows public distrust, undermines faith in institutions and confuses audiences about real issues. This makes it harder
Digital Marketing & Users’ Mental Wellbeing
Digital marketing strategies that encourage unlimited social media usage have been blamed for detrimental effects on wellbeing. Research increasingly links excessive screen time promoted by platforms and advertisers with higher risks of mental issues. For example: anxiety, depression and loneliness for certain demographics. Research on Mental Health Risks Firstly, various studies have identified possible links between excessive social media engagement and poor psychological outcomes: Anxiety and depression: Research found correlations between frequent social media use and higher risks of certain issues. For example: anxiety, depression and lowered self-esteem among teenagers and young adults. "FoMO" and comparison: or the fear of missing out
Social Media Marketing
Social media marketing involves utilizing social networking sites as marketing channels to promote your brand, drive traffic to your website, generate leads and increase sales. Some key aspects of effective social media marketing include: Develop a Presence on Relevant Networks Firstly, choose the networks that your target audience uses most and create brand profiles and pages. At minimum, most businesses should be on: Facebook - For targetting broad audiences and running ads Instagram - For visual content and engaging younger audiences Twitter - For real-time content, brand awareness and customer service LinkedIn - For B2B targetting, credibility andthought leadership Pinterest - For
SEO: Keyword Research
Keyword research means the practice of finding relevant keywords and phrases that relate to what your business offers, and that people actually search for. So, selecting the right keywords helps improve search engine rankings and drive traffic from search results. Identifying Long Tail and Short Tail Keywords Two types of keywords to target include long tail and short tail: Long tail keywords: These are phrases of 3-5 related words that have lower search volume but also lower competition. They tend to deliver more targeted traffic. Examples include "dog training techniques" and "healthy cat food recipes". Short tail keywords: These are 1-2 word terms that