Digital Marketing

Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services

Why Digital Marketing Matters

  • The group of potential customers that are found online is a much larger group of people than you are likely to be able to attract globally and locally as its not geographically restricted. Using digital marketing, you can reach an enormous audience in a way that is both cost-effective and measurable.
  • The ability to interact with your prospects and learn exactly what they are looking for
  • The ability to reach a global marketplace
  • You can save money and reach more customers for less money than traditional marketing methods
  • Get to know your audience and allow them to know you personally which can help to create brand loyalty
  • You can track responses to your marketing efforts immediately

Types of Digital Marketing

  1. Search Engine Optimization (SEO) : Search Engine Optimizationor SEO refers to the process of growing your online visibility in non-paid (organic) search engine results. SERPs or search engine results pages appear to users after they search for a given set of keywords using a search engine like Google or Bing. Each user receives an individualized results page based on keywords, the user’s location at the time of searching, and their browsing history.
  2. Search Engine Marketing and Pay-Per-Click Advertising: Search Engine Marketing or SEM covers the ground SEO ignores, paid traffic from search engines. With SEM you purchase advertisement space that appears on a user’s SERP. The most common paid search platform is Google AdWords. Next, is Bing Ads. The search engine charges a marketer a predetermined amount to display an advertisement in a number of places on a SERP generated from specific keywords or phrases. One example of SEM is pay-per-click advertising or PPC. PPC refers to a digital marketing method wherein search engines charge a company each time their advertisement is clicked.
  3. Social Media Marketing: Social media marketing gives you increased exposure. It allows you to connect with your consumers in a more intimate way. From this interaction, you can gain valuable customer feedback that allows you to improve your customer service, product, or service. Using social media marketing you’ll gain more reach when you post quality content. Everything you do to increase traffic or business on your social media channels is social media marketing. Whether you’re on Facebook, Twitter, Snapchat, or LinkedIn these efforts all amount to social media marketing.
  4. Content Marketing: Content marketing refers to the practice of delivering a quality piece of content to your users to generate sales and leads. This content can live anywhere online. Tweets, a YouTube video, and blogs on your website all comprise content marketing. Content Marketing works because it combines together exceptional content with other types of digital marketing like SEO and Social Media Marketing. Keep your audience in mind as you create content. Remember who you’re talking to and what they’re interested in. This will dictate the subject of your content. Consider the language your audience uses when they search online for information. Use these keywords to boost your SEO.
  5. Affiliate Marketing

Affiliate marketing refers to the process of paying for conversions. Think of it like hiring a sales person for your product or service. That affiliate earns a commission. You determine the rate for affiliate marketing.  You only pay for conversions. This means there is no upfront cost to affiliate marketing. Many bloggers or e-commerce websites use affiliate marketing. 

Next Edition we will cover:

  • Types of Digital Marketing Continued.
  • Fundamentals of Digital Marketing.

Till then, let us know if you already use digital marketing for your organization at digital@ktb.go.ke and what areas you would like us to explore in future issues.