At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, engage, and delight customers online. But we still get a lot of questions from people all around the world about digital marketing. So, we decided to answer them. Click the links below to jump to each question, or keep reading to see how digital marketing is carries out today.
"YOU ROCK JIM! I took the advice you gave me and made the changes you recommended to our website. You said it would take a little more than one month for the updates to take effect, so I stuck with it and didn't make any additional tweaks even though our rank went down. I just checked our rankings after Google's latest update and we're [edited out]. THANK YOU! In the amount of time we had together you gave advice on my on page optimization and content, and gave linking advice, and it worked beautifully. I can't wait to learn more from you." Jason H.
Establishment of customer exclusivity: A list of customers and customer's details should be kept on a database for follow up and selected customers can be sent selected offers and promotions of deals related to the customer's previous buyer behaviour. This is effective in digital marketing as it allows organisations to build up loyalty over email.[22]
Content marketing specialists are the digital content creators. They frequently keep track of the company's blogging calendar, and come up with a content strategy that includes video as well. These professionals often work with people in other departments to ensure the products and campaigns the business launches are supported with promotional content on each digital channel.
Videos allow you to increase the time spent by visitors on your site. Thus, longer exposure builds trust and signals search engines that your site has good content. Moovly gives us whopping statistics: You’re 53 times more likely show up first on Google if you have a video embedded on your website. Since Google now owns YouTube, there has been a significant increase in how much videos affect your search engine rank.
SEO should be a core tactic in any marketing strategy. While it might seem difficult to understand at first, as long as you find the right course, book or audiobook, and devote your time to learning, you'll be in good shape. Considering that there are over 200+ ranking factors in Google's current algorithms, learning, digesting and successfully implementing good SEO tactics is essential to the success of your website or blog.
Keep resources crawlable. Blocking page resources can give Google an incomplete picture of your website. This often happens when your robots.txt file is blocking access to some or all of your page resources. If Googlebot doesn't have access to a page's resources, such as CSS, JavaScript, or images, we may not detect that it's built to display and work well on a mobile browser. In other words, we may not detect that the page is "mobile-friendly," and therefore not properly serve it to mobile searchers.

Testimonials. If case studies aren't a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you're a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.
Social media can be used not only as public relations and direct marketing tools but also as communication channels targeting very specific audiences with social media influencers and social media personalities and as effective customer engagement tools.[15] Technologies predating social media, such as broadcast TV and newspapers can also provide advertisers with a fairly targeted audience, given that an ad placed during a sports game broadcast or in the sports section of a newspaper is likely to be read by sports fans. However, social media websites can target niche markets even more precisely. Using digital tools such as Google Adsense, advertisers can target their ads to very specific demographics, such as people who are interested in social entrepreneurship, political activism associated with a particular political party, or video gaming. Google Adsense does this by looking for keywords in social media user's online posts and comments. It would be hard for a TV station or paper-based newspaper to provide ads that are this targeted (though not impossible, as can be seen with "special issue" sections on niche issues, which newspapers can use to sell targeted ads).
There are a lot of fantastic points in this article. Video is absolutely the way to go because of just how engaging it is with customers. But when dealing with mobile there are a couple things that you need to make sure you are doing. You need to capture their attention early since attention span on mobile (especially on apps like Facebook) is pretty low. Design the video for sound-off viewing with things like subtitles. Have a clear call to action at the end of your video. The last thing is to plan for vertical viewing since “people are 67% more likely to watch the full length of square videos than they are to watch horizontal ones.” (source: https://sundaysky.com/blog/5-mobile-video-best-practices/ )
Unplanned content is an 'in the moment' idea, "a spontaneous, tactical reaction." (Cramer, 2014, p. 6). The content could be trending and not have the time to take the planned content route. The unplanned content is posted sporadically and is not calendar/date/time arranged (Deshpande, 2014).[88][89] Issues with unplanned content revolve around legal issues and whether the message being sent out represents the business/brand accordingly. If a company sends out a Tweet or Facebook message too hurriedly, the company may unintentionally use insensitive language or messaging that could alienate some consumers. For example, celebrity chef Paula Deen was criticized after she made a social media post commenting about HIV-AIDS and South Africa; her message was deemed to be offensive by many observers. The main difference between planned and unplanned is the time to approve the content. Unplanned content must still be approved by marketing managers, but in a much more rapid manner e.g. 1–2 hours or less. Sectors may miss errors because of being hurried. When using unplanned content Brito (2013) says, "be prepared to be reactive and respond to issues when they arise."[87] Brito (2013) writes about having a, "crisis escalation plan", because, "It will happen". The plan involves breaking down the issue into topics and classifying the issue into groups. Colour coding the potential risk "identify and flag potential risks" also helps to organise an issue. The problem can then be handled by the correct team and dissolved more effectively rather than any person at hand trying to solve the situation.[87]
Using an omni-channel strategy is becoming increasingly important for enterprises who must adapt to the changing expectations of consumers who want ever-more sophisticated offerings throughout the purchasing journey. Retailers are increasingly focusing on their online presence, including online shops that operate alongside existing store-based outlets. The "endless aisle" within the retail space can lead consumers to purchase products online that fit their needs while retailers do not have to carry the inventory within the physical location of the store. Solely Internet-based retailers are also entering the market; some are establishing corresponding store-based outlets to provide personal services, professional help, and tangible experiences with their products.[24]
Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty avoidance, also these countries that have uncertainty avoidance; social media marketing works effectively. Yet brands must be careful not to be excessive on the use of this type of marketing, as well as solely relying on it as it may have implications that could negatively harness their image. Brands that represent themselves in an anthropomorphizing manner are more likely to succeed in situations where a brand is marketing to this demographic. "Since social media use can enhance the knowledge of the brand and thus decrease the uncertainty, it is possible that people with high uncertainty avoidance, such as the French, will particularly appreciate the high social media interaction with an anthropomorphized brand." Moreover, digital platform provides an ease to the brand and its customers to interact directly and exchange their motives virtually.[33]
A note about shooting with two cameras: Your editor will need to sync the footage between the different views. To help them do this, clap your hands loudly in the view of both cameras right before you ask the first interview question … yes, just like an old fashion clapboard. Modern editing software has auto-sync features, but this loud clap will help you initially line up the clips.
Apple's iPhone 5c: Created a Tumblr page, labeling it "Every color has a story" with the website name: "ISee5c". As soon as you visit the website, the page is covered with different colors representing the iPhone 5c phone colors and case colors. When you click on one of the colored section, a 15-second video plays a song and "showcases the dots featured on the rear of the iPhone 5c official cases and on the iOS 7 dynamic wallpapers...",[74] concluding with words that are related to the video's theme.
"Hey guys, just wanted to say thumbs up for the quality links you've brought in so far! Lot's of edu's, gov's and other trusted links. Exactly what we need. Our rankings are starting to improve and organic traffic is starting to increase. More importantly, we're very excited about the fact that you've 'opened our eyes' and had an important positive impact on our future (content) strategy. Brilliant! Will definitely recommend your team to anyone who isn't scared to invest in quality defensible SEO. Keep up the good work!" Max G.
Find a Location. Decide on a spot to record. If you can't go to a professional studio, try to pick a quiet room away from distracting external sounds like sirens, opening and closing doors, and people talking on the phone. Read your script aloud, and pay attention to the room's acoustics. Does your voice echo or sound muffled? If so, consider recording in a different space or adding furniture to fill in the room.
There are a number of ways brands can use digital marketing to benefit their marketing efforts. The use of digital marketing in the digital era not only allows for brands to market their products and services, but also allows for online customer support through 24/7 services to make customers feel supported and valued. The use of social media interaction allows brands to receive both positive and negative feedback from their customers as well as determining what media platforms work well for them. As such, digital marketing has become an increased advantage for brands and businesses. It is now common for consumers to post feedback online through social media sources, blogs and websites on their experience with a product or brand.[25] It has become increasingly popular for businesses to use and encourage these conversations through their social media channels to have direct contact with the customers and manage the feedback they receive appropriately.
Description meta tags are important because Google might use them as snippets for your pages. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query. Adding description meta tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet. The Webmaster Central Blog has informative posts on improving snippets with better description meta tags18 and better snippets for your users19. We also have a handy Help Center article on how to create good titles and snippets20.
Quality content is more likely to get shared. By staying away from creating "thin" content and focusing more on content that cites sources, is lengthy and it reaches unique insights, you'll be able to gain Google's trust over time. Remember, this happens as a component of time. Google knows you can't just go out there and create massive amounts of content in a few days. If you try to spin content or duplicate it in any fashion, you'll suffer a Google penalty and your visibility will be stifled.
When referring to the homepage, a trailing slash after the hostname is optional since it leads to the same content ("https://example.com/" is the same as "https://example.com"). For the path and filename, a trailing slash would be seen as a different URL (signaling either a file or a directory), for example, "https://example.com/fish" is not the same as "https://example.com/fish/".
In May 2014, Instagram had over 200 million users. The user engagement rate of Instagram was 15 times higher than of Facebook and 25 times higher than that of Twitter.[50] According to Scott Galloway, the founder of L2 and a professor of marketing at New York University's Stern School of Business, latest studies estimate that 93% of prestige brands have an active presence on Instagram and include it in their marketing mix.[51] When it comes to brands and businesses, Instagram's goal is to help companies to reach their respective audiences through captivating imagery in a rich, visual environment.[52] Moreover, Instagram provides a platform where user and company can communicate publicly and directly, making itself an ideal platform for companies to connect with their current and potential customers.[53]
If you're focusing on inbound techniques like SEO, social media, and content creation for a preexisting website, the good news is you don't need very much budget at all. With inbound marketing, the main focus is on creating high quality content that your audience will want to consume, which unless you're planning to outsource the work, the only investment you'll need is your time.

Priit is the founder and CEO of DreamGrow Digital, an internet marketing and social media company. With his 20+ years internet marketing experience he is Helping companies to understand and use the digital marketing to reach their target audiences. He's also writing on a personal growth website Fixwillpower.com. He has spoken at hundreds of seminars and conferences on different aspects of internet marketing. Priit is also the organizer of Digital Elite Camp, a leading traffic and conversion event.
Email Marketing: Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages we all receive per day, but that’s not what email marketing is all about. Email marketing is the medium to get in touch with your potential customers or the people interested in your brand. Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers.
Join Guy Kawasaki (author, The Art of Social Media), Mari Smith (co-author, Facebook Marketing: An Hour a Day), Chris Brogan (co-author, The Impact Equation), Jay Baer (author, Youtility), Ann Handley (author, Everybody Writes), Michael Stelzner (author, Launch), Michael Hyatt (author, Platform), Laura Fitton (co-author, Twitter for Dummies), Joe Pulizzi (author, Epic Content Marketing), Mark Schaefer (author, Social Media Explained), Cliff Ravenscraft, Nichole Kelly, Ted Rubin, Chalene Johnson, Darren Rowse, Joel Comm, Kim Garst, Martin Shervington, Marcus Sheridan, Gini Dietrich, Pat Flynn, John Jantsch, Andrea Vahl and Brian Clark—just to name a few.
When we talk about marketing on the internet, we're talking about driving traffic or boosting visibility via a number of means. Any type of advertising done on the internet to promote any product, person, service, business or place for that matter, can be deemed as online marketing. However, to succeed in this arena, whether it's SEO, social media, email marketing or beyond, you need to ensure you adhere to the three pillars of trust first and foremost.

It’s hard to believe that the Internet is now multiple decades old. Affiliate marketing has been around since the earliest days of online marketing. It’s a great solution for businesses that are risk-averse or don’t have the budget to spend on upfront marketing costs. Use affiliate marketing to build a new revenue stream for your ecommerce or B2B business. Get Started

Although online marketing creates many opportunities for businesses to grow their presence via the Internet and build their audiences, there are also inherent challenges with these methods of marketing. First, the marketing can become impersonal, due to the virtual nature of message and content delivery to a desired audience. Marketers must inform their strategy for online marketing with a strong understanding of their customer’s needs and preferences. Techniques like surveys, user testing, and in-person conversations can be used for this purpose.

Today, one of the biggest trends driving the digital marketing world is responsive design. When a company’s content doesn’t perform well on a given device or browser system, the business behind it loses traffic and suffers decreased conversions as a result. Fortunately, video content is fit for consumption on all devices, ranging from computers to mobile phones. This expands video’s reach and makes it more user-friendly and consumer-focused.
Opinions vary greatly among sound engineers on the best method and equipment for recording audio with a DSLR. You've likely seen many videos that use a lavalier microphone — the small piece that clips below the collar of the talent's shirt. Lavaliers come in both wired and wireless options. However, lavaliers can be a bit obtrusive both for the talent (who has to have a wire threaded down his or her shirt) and for the viewer (who has to see a microphone for the whole video).
Inclusion in Google's search results is free and easy; you don't even need to submit your site to Google. Google is a fully automated search engine that uses web crawlers to explore the web constantly, looking for sites to add to our index. In fact, the vast majority of sites listed in our results aren't manually submitted for inclusion, but found and added automatically when we crawl the web. Learn how Google discovers, crawls, and serves web pages.3
Poor User Experience: Make it easy for the user to get around. Too many ads and making it too difficult for people to find content they’re looking for will only increase your bounce rate. If you know your bounce rate it will help determine other information about your site. For example, if it’s 80 percent or higher and you have content on your website, chances are something is wrong. https://businessinsightsbiz.tumblr.com/
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