Understanding of digital marketing and various strategies

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Understanding of digital marketing and various strategies

As the advancement of technology, the needs and ways of humans in trusting something change, including marketing techniques. If first the marketing method is done conventionally such as spreading leaflets, advertising on television or radio and the like, now the marketing process has entered a new phase that utilizes technology through digital marketing or digital marketing.

If you are interested in knowing in depth about digital marketing for the success of your business, read this article until it’s finished.

What is digital marketing?

Digital marketing is marketing products or services using digital technology through the internet, social media, cellular phones, or other digital media.

This is also a general term that includes various marketing strategies such as social media marketing, search engine optimization (SEO), and email marketing.

Compared to traditional marketing methods such as print media, billboards, and TV, digital marketing basically driven by data. Many popular digital advertising platforms currently provide access to campaign reports for comprehensive data analysis.

With the combined strength of the Internet and technology, current digital marketers can collect and analyze data from different customer behavior or user involvement, allowing them to facilitate more personalized content and advertisements towards the audience specified clearly for engagement and better results .

Why should digital marketing?

Unlike traditional marketing and conventional, digital marketing offers the following benefits:

Can be monitored and measurable

Technological advancements have made it quite easy to measure the effectiveness of marketing campaigns through digital analytic dashboards such as Google Analytics, Google Data Studio, or Adobe Analytics.

Through the application of digital analytic, data collected over a certain period of time is right at your fingertips and can be accessed anytime and wherever you want.

Every user interaction (TouchPoint) with your business produces its own data collection, allowing you to segment data and understand how each contact point contributes to your advantage which means sales or conversions.

Conversions can be in the form of any action that users do like downloading e-books, sending a question form, or making online purchases.

From here, you can find out which contact points are resonating with your target audience, which is the most contributing to conversion, and reproducing this success in future campaigns.

Efficiency in optimization

The emergence of online media platforms has enabled marketers to buy advertising space on various websites and mobile applications and review direct reports within a few hours.

This allows marketers to review the performance of ad campaigns and make quick adjustments such as optimizing advertising material to increase audience involvement.

Wide and targeted range

With billions of users on social media platforms such as Facebook, YouTube, and LinkedIn, your reach is mainly limited by your budget. Many of these social media platforms also allow you to target ads to certain audiences, for example according to demographics, and interests, and behavioral patterns such as re-targeting.

Retargeting is a form of marketing that allows you to display relevant ads to users who have visited certain pages on your site.

For example, if the user visits an online store that sells food ingredients and opens the product page that sells apples, the food store can target users with ads related to apples after users leave the site and explore other websites, social media platforms, and cellular application devices .

3 pillars of digital marketing

There are 3 pillars in digital marketing That is:

  • User Journey.
  • Digital marketing channels
  • Creative content material

1. User Journey.

The first pillar of digital marketing is a travel user or User Journey.

User Journey is a meeting and customer interaction with your brand on all digital and non-digital channels that form their emotions and perception about your brand.

This usually starts from the awareness stage and ends at the time of purchase or advocacy (loyalty):

  • Awareness: Customers first realize the brand.
  • Considerations (interest / evaluation): Customers need to evaluate their decisions and consider other brands.
  • Purchases (desires / actions): Customers are ready to make a purchase.
  • Advocacy (loyalty): Customers spread word of mouth and recommend the brand to his friends.

Customers usually interact with your advertising material or content on various digital channels (social media, search, pictorial ads) and enter your website.

When he explores your mobile site or application, your goal is to encourage it to take an important action called conversion, such as filling out a contact form or adding a product to the shopping basket.

2. Digital marketing channels

The second pillar of digital marketing is a channel where you do marketing.

Marketing channels are media used by organizations or businesses to communicate or deliver messages to consumers.

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In digital marketing, digital channels are roads where your customers know about your business and what they offer. This is where your traffic (user) comes from.

Examples of digital marketing channels include:

  • Organic search (for example Google)
  • Paid search
  • Ads Display
  • E-mail
  • Social media
  • Referral (eg traffic through other websites)
Organic search

People use search engines for various reasons ranging from research, shopping, to entertainment, with Google itself handling more than 40,000 queries per second (3.5 billion search queries per day).

Organic search results appear under paid search advertisements.

To rank a website above the Organic Search Engine Result page (SERP), marketers implement a digital marketing strategy known as search engine optimization (SEO).

Paid search

The results of the paid search ad appeared at the top of the SERP.

To advertise your website in the results of paid search ads on Google, you need to register a Google ADS account and implement a digital marketing strategy known as search engine marketing (SEM).

Ads Display

ADS displays refer to the ad placement that appears on the web page when the user explores it.

In order for your ad to appear on the website placement, you can start with Google Ads or Demand Side Platform.


There are around 4 billion email users in 2020 – Statista. Email is still one of the most popular media used by businesses to communicate with their current customers.

Digital marketers implement a digital marketing strategy which is also referred to as email marketing or email marketing and marketing automation to send targeted and relevant emails to segmented email customers correctly.

Social media

Social media does not need to be introduced. People use it every day to follow the latest news or connect with friends and family throughout the world.


Businesses are on social media to connect to potential customers by involving them in a more personal and authentic way.

With the help of various social media marketing tools, you will be able to understand your target audience and interest in various social media platforms. This will help you adjust content better to involve your target audience.


The transferral transferral obtained is the result of the user clicking on a hyperlink (back link) and navigate from one website to another website (target hyperlink or website). This means traffic comes from other websites, not from search directly to Google.

The reference link is made through strategic online partnerships or as a result of media acquisition. Applying homework Online is one of the most effective methods to get brand mention, obtain a back link, and produce brand awareness.

How do various digital channels affect business?

These are just a few examples of digital marketing channels, and among what you have decided to use, it is important to analyze digital marketing analytic reports to understand which digital channels that produce the highest investment to allocate the appropriate budget.

Digital marketing campaigns also usually involve the integration of several digital (multi-channel) channel strategies such as search engine marketing, content marketing, pictorial ads, and email marketing.

Don’t be confused by Omni-channel, which is like a multi-channel, also involves customers through many channels.

Omni-channel is more accurate defined as providing consistent, integrated, and good customer experience regardless of whether customers interact with brands on social media, in physical stores, or at online stores.

Digital Marketing Adapts and must be integrated with offline marketing channels such as print advertising, exhibitions, popup booths, and promotions in stores to maximize the range of target markets and forege prospects.

Examples of online / offline marketing integration are launching trade shows (offline) and launching Facebook (online) advertising campaigns to promote offline events. And during the event (offline), collect personal details from prospects such as e-mail and telephone numbers to be followed up through email and cellular marketing (online).

By providing an omni-channel customer experience throughout the user’s trip, starting from the awareness stage to postpartum, businesses can involve their audience at various contact points.

For example, businesses can launch an online PR campaign to create awareness, apply content marketing to help customers evaluate their products, direct traffic to attract prospective quality buyers to their websites through SEO, digital advertising, and email, and connect with prospects to buy back Through email marketing, digital advertising, marketing automation, and social media marketing campaigns.

The selection of digital marketing channels depends on various factors such as:

  • Marketing Objectives: Is your goal increase brand awareness or encourage purchases?
  • Marketing Budget: Do you have enough budget to reach your marketing campaign on various digital channels?
  • Workforce: Does your marketing team have the knowledge and skills needed to manage many digital campaigns and agencies?
  • Customer: Where is your customer platform? What is your customer’s touchpoint?
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3. Creative content material

The third pillar of digital marketing is advertising material and content.

This is content in the form of visual graphics, text, and videos made and marketed by your brand that interact and digest by your customers, also referred to as Content Marketing.

Advertising material in the form of:

  • Ad banners
  • Video ad
  • Text ad

While the contents are:

  • Blog article
  • Video
  • Infographics

What is a digital marketing strategy?

Digital marketing strategies are plans or actions to achieve established marketing goals. The target is determined by what your business goals and the order of priorities. After this goal is set, a digital marketing campaign will be developed and run to achieve it.

Digital marketing strategies are different from digital marketing campaigns. When talking about digital marketing strategies, we refer to the parent plan or Blue Print to achieve long-term or macro goals. The other side campaign is a special tactic used to achieve short-term micro goals in digital marketing strategies.

Why have a digital marketing strategy important?

Have a strategy equally important by having a plan to achieve any purpose. It fully optimizes the implementation of workflow, allows high effectiveness while ignoring various areas to review data analytics and follow up.

This paved the way for sustainable improvement in various digital marketing strategies starting from search marketing (SEO / SEM), optimizing conversion rates (website user experience), email marketing & social media marketing to build your business goals, get new customers and build more in. relationship with existing ones.

Your business also requires competitive and sustainable content marketing strategies to reach out and convert more customers by utilizing the strength of online content, while integrating various digital marketing channels with traditional media.

The main component of the digital marketing strategy

Some of the main components of this marketing strategy include:

Determining the brand: Use brand guidelines to define your brand. Consider Unique Selling Points (USP) your business.

Developing Customer Persona: Understand Demographic Information such as age, gender, location, and motivation that encourages people to choose products and services. Use Google Analytics to help in creating the buyer’s persona and segment it according to keywords in organic traffic

Defining S.M.A.R.T. (Specific, measurable, achievable, relevant, time-limited targets) Objectives and KPI Marketing: For example, achieved an increase of 20% in the outlook generated from the form of a list of forms in the next 6 months

Identify market goals: Use market research tools such as Google Keyword Planner, Google Trends, and Facebook AUDIENCE INSIGHTS to conduct market research and identify potential target markets

Conduct competitive analysis: Use web and social analysis tools such as similar webs, Semrush, and SocialBakers to analyze your competitors and do SWOT analysis.

Manage and allocate resources appropriately to achieve goals: Resources include labor (internal teams or outsourcing, external marketing agents) and budgets.

Review and optimize campaign performance: Use digital marketing analysis tools such as Google Analytics to track, measure, and report on your digital marketing campaign performance.

Examples of digital marketing

There are many types or digital marketing categories. Examples of digital marketing include:

  • Social Media Marketing (SMM)
  • Optimization of search engines (SEO)
  • Searching machine marketing (SEM)
  • Email marketing.
  • Marketing Automation
  • Digital Advertising
  • Content marketing


The overall digital marketing strategy can be summarized into this framework:

Traveler travel or purchasing funnel starts from the awareness stage and continues to the interests of interest (evaluation / consideration), action (purchase), and loyalty.

Throughout the Journey’s user, customers interact with brands through different digital channels (organic search, social media, email) and take action through CTA or the invitation to act on advertising material or website content (for example landing page).

Things to note in building a successful digital marketing on business is to ensure your marketing budget according to the needs, plans and goals to be achieved in the end.

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