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Digital Marketing and its Trend in 2018

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Digital Marketing and its Trend in 2018 By Brooke Kermode Multimedia and Marketing

Abstract At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. While this term covers a wide range of marketing activities and all of which are not universally agreed upon. A digital strategy should include all relevant areas, in which the target customer interacts. In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyse marketing campaigns and understand what is working and what isn‟t typically in real time. In this article you will be able to know more about digital marketing and its benefits in business.

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Introduction

What Is Digital Marketing? Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn‟t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.(marketo, 2017) Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.

With how accessible the internet is today, would you believe me if I told you the number of people who go online every day is still increasing? It is. In fact, "constant" internet usage among adults increased by 5% in just the last three years, according to Pew Research. And although we say it a lot, the way people shop and buy really has changed along with it -- meaning offline marketing isn't as effective as it used to be. Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet. Enter digital marketing -- in other words, any form of marketing that exists online. A seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, but there are some minor differences. And conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I've learned a lot about how those small differences are being observed across the world. (Lucy Alexander, 2017) This article, on digital marketing trends shows the latest innovations, but here we go back to basics to define digital marketing. This is important since for some in business, particularly more traditional marketers or business owners, 'digital' is simplistically taken to mean 'our website' or 'our Facebook page'. This thinking limits the scope and opportunity of what's managed and it means that activities that should be managed may be missed.

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Types of digital marketing

We prefer to use the terminology "digital marketing channels" rather than "types" as each channel that can be used to reach potential customers can be complex depending on the level of integration and tactics you apply across your digital marketing strategy and campaigns. Our RACE planning framework maps the online customer journey across all potential touch points, showing the scale and opportunity digital marketing provides - more than just "a website" or "a Facebook page".

Figure 1

The 5Ds of digital marketing To understand the importance of digital marketing to the future of marketing in any business, it‟s helpful to think about what audience interactions we need to understand and manage. Digital marketing today is about many more types of audience interaction than website or email... It involves managing and harnessing these „5Ds of Digital‟ that I have defined in the introduction to the latest update to my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds define the opportunities for consumers to interact with brands and for businesses to reach and learn from their audiences in different ways: 1. Digital devices – audiences experience brands as they interact with business websites and mobile apps typically through a combination of connected devices including smartphones, tablets, desktop computers, TVs and gaming devices. 2. Digital platforms – most interactions on these devices are through a browser or apps from the major platforms or services, that‟s Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn.

3. Digital media – different paid, owned and earned communications channels for reaching and engaging audiences including advertising, email and messaging, search engines and social networks. 4. Digital data – the insight businesses collect about their audience profiles and their interactions with businesses, which now needs to be protected by law in most countries. 5. Digital technology – the marketing technology or martech stack that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns. Defining digital marketing The use of the Internet and other digital media and technology to support „modern marketing‟ has given rise to a bewildering range of labels and jargon created by both academics and professionals. It has been called digital marketing, Internet marketing, e-marketing and web marketing and these alternative terms have varied through time...

Figure 2

Digital Marketing is the term most frequently used today, as we can see from these digital marketing definitions, so that is the term we focus on. Because of the recent debate about the use of the term „digital marketing‟, we thought it would be useful to pin down exactly what digital means through a definition. Do definitions matter? We think they do, since particularly within an organization or between a business and its clients we need clarity to support the goals and activities that support Digital Transformation. As we'll see, many of the other definitions are misleading.

Boiled down to its simplest form, digital marketing is defined in my book Digital Marketing: Strategy, Implementation and Practice as simply: "Achieving marketing objectives through applying digital technologies and media." I expand on this definition of digital marketing to explain that, in practice, digital marketing includes managing different forms of online company presence and presences such as company websites, mobile apps, and social media company pages. This is in conjunction with online communications techniques including the likes of search engine marketing, social media marketing, online advertising, email marketing and partnership arrangements with other websites. These techniques are used to support the objectives of acquiring new customers and providing services to existing customers that help develop the customer relationship through E-CRM and marketing automation. However, for digital marketing to be successful, there is still a necessity for integration of these techniques with traditional media such as print, TV and direct mail as part of multichannel marketing communications. If we look at these other definitions of digital marketing such as this definition of digital marketing from SAS: What is Digital Marketing and Why does it matter? or this alternative definition of digital marketing from Wikipedia we can see that often there is a focus on promoting of products and services using digital media rather than a more holistic definition covering customer experiences, relationship development and stressing the importance of multichannel integration. So for us, the scope of the term should include activities across the customer lifecycle: 

Digital media and communications channels

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Digital and mobile experiences such as web design and mobile apps

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Prospect and customer relationship management through marketing automation

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Digital strategy and integrating multichannel communications and experiences

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Digital technologies and platforms to manage all digital marketing activities

The role of digital platforms in supporting integrated multichannel marketing is an important component part of digital marketing, yet is often overlooked. In many ways, this highlights how important it is to break down silos between „digital‟ and

„traditional‟ marketing departments. Online channels can also be managed to support the whole buying process from pre-sale to sale to post-sale and further development of customer relationships.

Defining marketing It is important to remember that just because digital marketing uses different communications techniques to traditional marketing, its end objectives are no different from the objectives that marketing has always had. It can be easy to set objectives for digital marketing based around „vanity metrics‟ such as number of „likes‟ or followers, so it is useful to bear in mind this definition of marketing advanced by the Chartered Institute of Marketing: "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably". This definition emphasizes the focus of marketing on the customer while at the same time implying a need to link to other business operations to achieve this profitability. Yet, it's a weak definition in relation to digital marketing since it doesn't emphasize communications which are so important to digital marketing. In Digital Marketing Excellence my co-author, PR Smith and I note that digital marketing can be used to support these aims as follows: 

Identifying – the Internet can be used for marketing research to find out customers‟ needs and wants

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Anticipating – the Internet provides an additional channel by which customers can access information and make purchases – evaluating this demand is key to governing resource allocation.

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Satisfying – a key success factor in digital marketing is achieving customer satisfaction through the digital channel, which raises issues such as: is the site easy to use, does it perform adequately, what is the standard of associated customer service and how are physical products dispatched?

Optimizing digital marketing can be tricky, and a simple definition does not necessarily translate into something that is useful for achieving business objectives. That is where the RACE Digital Marketing planning framework comes in, as it can help break down digital marketing into easier to manage areas that can then be planned, managed and optimized.

Our graphical summary definition of the scope of digital marketing To answer the question 'What is digital marketing?', we have put together this new visual definition summarizing all the activities that form digital marketing that needs to be managed across the Smart Insights RACE Planning framework. It's used in the new, 6th edition of Dave's Digital Marketing book. We explain best practices for all of these in our Digital Marketing Elearning course. The infographic is divided into activities to develop and manage digital strategy at the top to the marketing activities at the bottom.(ave Chaffey, 2018)

Figure 3

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Why Digital Marketing Is Important

Digital media is so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know. Digital media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences. Everything we see on the web through mobiles, the tablet PCs and obviously laptops and desktops is a part of digital media. In other words it is the electronic information shared via above mentioned technology consoles in a way so that data appears attractive and informative to the end users. The world of digital media is booming by the day and so does the urge of businesses to expand it more gaining them maximum monetary benefits. This specific urge calls for more and more advancements concerning creating and developing fresh content whether in the form of websites that aims at branding businesses or in the form of online newspapers and magazines.(bulletlink, 2018)

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What is Digital Marketing

It is the promotion of products or brands via one or more forms of electronic media. It is extremely important, not only because of its rapid growth but also because it is essentially the future of marketing. Many people think that traditional promotion will soon be replaced entirely. The new methods are faster, more practical and versatile than the old traditional ones. These are some of the most common forms of digital marketing: 

Website (SEO content)

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Blogs

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Online Advertising

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Viral Marketing

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Online video content

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PPC (pay-per-click) advertising

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Email marketing

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Social media (Facebook, LinkedIn, Twitter, Pinterest, Tumblr, G+,etc)

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Mobile marketing (SMS, MMS, etc)

The New Media age has arrived and it‟s time for people who have not yet adapted to open themselves up to this method of interaction and understand the various benefits of digital marketing. 3.1

More Cost Effective

It is more cost-effective than traditional marketing. This is especially important for small businesses as they don‟t have many resources or a lot of capital. New media can provide you with a cheaper and more effective advertising channel. 3.2

Use Content to Connect with Customers

Using digital content either sponsored or free allows you to connect with consumers much more effectively than billboards, direct mail or PR campaigns. The strength of your online presence now directly linked to the success of your business. 3.3

Cater to the Mobile Consumer

Technology has evolved so much that mobile gadgets are no longer considered mere alternatives to personal computers or laptops. 91% of adults in the US alone always have their mobile devices within reaching distance and regularly use them to browse the internet. The largest group of consumers is using their mobile devices daily, so it‟s essential that you use a marketing solution that targets these devices properly. 3.4

Realise Higher ROI and Revenue

By increasing your digital outreach, you can increase your revenue. The more data that you can extract from your outreach campaigns, the better your predictions and subsequently ROI will be.

3.5

Track Your Customer’s Journey

Using analytics services like Google analytics, you will be able to monitor all your customer‟s actions, preferences and get a better insight into their behaviour. Analytics allow you to build the persona of your customer so that you can offer them the perfect experience.(Eleana Stylianou, 2017)

4.0

Manage Customer Relationships across All Channels

Digital marketing and its associated channels are important – but not to the exclusion of all else. It‟s not enough to just know your customers; you must know them better than anybody else so you can communicate with them where, when and how they are most receptive to your message. To do that, you need a consolidated view of customer preferences and expectations across all channels – Web, social media, mobile, direct mail, point of sale, etc. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your insight into customer behaviour and preferences, the more likely you are to engage them in lucrative interactions.

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Benefits and Importance of Digital Marketing

In the last one decade or so the world has shown a paradigm shift from analog to digital. More and more people are consuming all kinds of information online hence making digital marketing the best way to reach out to your targeted customers. We ask why Digital Marketing is so important. The importance of digital marketing works not only in favor of marketers, it provides something innovative to the consumers too. Let us have a look and understand the importance of digital marketing.

Figure 4

1. Opens up growth options for small businesses Importance of digital marketing for business lies in the option to select your method of marketing as per your budget and reach a wider audience at a lesser cost. Even a decade back getting your product marketed especially for a small business was a task in itself. Most of the expensive models were just out of their reach and they had to resort to small level methods where the guarantee of success was close to negligible.

Figure 5

The digital modes of marketing are customizable and hence much cheaper. If you are trying to make a foray into an already established market you can still make your presence felt by targeting a small base of customers. 2. The conversion rate is Higher The businesses that are using online as the preferred mode of marketing are able to measure the conversion rate through real-time using a simple method. That is identifying the percentage of viewers who get converted into leads and then subscribers and in the end finally purchasing the service or product. SEO, Social media marketing and Email marketing are methods which have a high conversion rate as they are able to generate a quick and effective communication channel with the consumer.

Figure 6

Surprisingly all the traffic that you may get on your website may not be fruitful hence digital marketing lets you reach out to only those who have the need for your kind of service hence offering better lead conversions. 3. Customer support has become a priority For any business to survive the one thing that they really need to work upon is establishing a reputation which is impeccable. In the past few years, it has become evident that customers will always prefer a company which does not have any scandals associated with it. Importance of Digital marketing today lies in offering you multiple ways to establish a personal rapport with your

customer base. Be it email marketing or social media you can always offer the customer solutions to their problems and make them relate to your product by even providing live chat access. Your website and social media page can easily be converted into a place where the consumer can ask queries, give suggestions and hence take the association with you on a positive level.(Shivani Saini, 2018)

6.0

What Do We Need?

While we can debate the details of this question, we can no longer debate the fundamental elements of the 21st century world. For one thing, governments must maintain a minimum level of digital media fluency. This means using appropriate digital platforms to build more open, transparent, participative local governments that are fundamentally collaborative. It also means facilitating appropriate information sharing – albeit, we‟re not advocating the widespread sharing of extremely sensitive data. We are instead suggesting that real-time citizen engagement can be facilitated through use of digital media and access to information. But digital media fluency necessitates that today‟s public servants develop at least a working knowledge of the myriad technologies including digital media and cloud computing platforms. Determining what are basic applications and their potential pitfalls remains elusive. Yet this is a critically important task for public managers and their staff. Further, public sector employees must be sure that all levels of appointed and elected officials and staff have a comprehensive awareness of the implications of digital media as a tool for transparency in government and citizen engagement. Ultimately, this will enable to them to develop effective standards and protocols for digital media use by the public sector.(patimes, 2018)

7.0

Simple Questions to Ask a Digital Marketing Agency

Today‟s technology-driven world is gearing up for a new innovation every day. From Artificial Intelligence entering mainstream consumer goods to virtual reality enabled apps and games, we are living in an era of digital revolution that has made the seemingly impossible tangibly probable. The young and the old, everyone is online and has become considerably tech-savvy. According to the recent statistics, 88% of the Australian population is actively using the Internet.

Perhaps, a massive chunk of the world is searching for information, streaming videos, connecting with peers on social media, and purchasing products online on a daily basis. The dynamics of shopping, socialising, and entertainment have seen a paradigm shift after the evolution of the Internet. Consequently, the ways of marketing have also diversified with the changing times. In a 2012 news report, it was estimated that nearly 13 million Australians were hooked to the Internet for over 18 hours a day. The advantage of researching for products and services on a Smartphone to compare prices and read the customer reviews has made the competition among brands even fiercer. Every business wants to be listed on the front page of the search engine results page (SERP) for higher visibility and brand promotions. Inevitably, hiring a digital marketing agency has become an indispensable part of the advertising and marketing plan of all competitive businesses. The 18th edition of the Nielsen Australian Connected Consumers Report stated that almost all Australians have indulged in online shopping and one in four make an online purchase almost every week. With customer reviews, social networking sites, and online advertising influencing the purchase decisions of the consumers, the need for a profound digital marketing strategy has become more than essential. In fact, the unprecedented demand for online marketing has given birth to black hat SEO agencies which are using unscrupulous techniques to gain SERP rankings and bring down the ranking of a competitor‟s website. However, this can lead to complete banishment of your website from the internet. Thus businesses need to find a reliable and competent digital marketing agency to improve their ranking organically, generate high-quality leads, adhere to the SEO guidelines, and gain high return on investment. Hiring a third-party agency ensures that you get assistance from subject matter experts and also ample time to focus on your core business rather than panicking about the new changes in Google‟s algorithm. However, before partnering with an agency, you must inquire about their track record and ask them these five critical questions.

7.1

How will you measure the success of the campaign?

Figure 7

The efficiency of a well-planned digital marketing strategy can be measured from its results. The parameters for the measurement of success of an SEO strategy must be in alignment with the business objectives of the hiring company. For example, an e-commerce business would need reports from lead generation to sale and lifetime value of a consumer. These indicators help the business to understand the level of improvement made with the help of SEO, and how it can be further amplified to benefit the business. The key indicators usually depend on the requirement of the company. However, they must essentially target these areas – website traffic, the source of the traffic, number of qualified leads, money spent on acquiring a lead, and revenue generated from each lead. Evaluating the expertise of the digital marketing agency in measuring these indicators will help you choose a better marketing partner.

7.2

Which team will be working on the account?

Figure 8

This may seem like a little intrusive, but it is quite imperative as the team must be competent and experienced in handling such accounts. Most importantly, they must have a technical background that includes knowledge of a variety of software like HubSpot for inbound marketing, HootSuite for social media marketing, Salesforce marketing cloud, mobile app development skills for Android and iOS and much more. Additionally, as Google is becoming stringent about the quality of content on the web pages, the team must have good content writers and marketers. There should be specialised professionals for each element of digital marketing to achieve the desired results. Also, many companies outsource a major chunk of the work which can create further problems and communication barriers. So be aware of the team that you will be working with and build a rapport with them to work in tandem with each other. (Manish Khanna, 2018)

8.0

Digital Marketing Trends

Today, the process to create leads do not even consider as separated from the marketing process. To see results, your marketing strategy has to be flexible. This has led to a consistent challenge for industry professionals to keep their minds open and move along with the new trends to get them into their marketing plans. You should be omnipresent and trusted, and you will achieve this by paying close attention to the required digital marketing trends that are on the top in 2018.

8.1

Adoption of Data-driven Marketing

Thе mаіn trend іn 2018 fоr marketing is Big Dаtа. It can be derived from dіffеrеnt ѕоurсеѕ: social media, sensor data, public web, business apps, media etc., аnd tооlѕ, ѕuсh аѕ SE Ranking, Buzzstream, DataHero, YesWare etc. These tools gаthеr dаtа from all over the іntеrnеt and hеlр dіgіtаl mаrkеterѕ work on their projects. It’s predicted that by 2020, the big data market will reach $ 9.4 billion from just $ 1.7 billion in 2016. This realistic prediction shows the unused opportunities that data offers when used strategically. is very important in developing your digital marketing strategy. The combination of segmentation and customization allows customers and prospects to feel valued, and their behavior provides important insights for marketing professionals. Personalization

All modern marketing platforms and social media offer segmentation tools. For example, Facebook offers the ability to target similar audiences by adding an existing list of people for retargeting. This is a good example of how existing data can be realigned to convert known leads or find new ones.

Figure 9

8.2

Upgrade of Content Marketing to Meet Consumer Needs

Without gainsaying, content marketing has played an important role and continues to play an important role in the development of digital marketing. It is clear that the demand for content will increase in 2018. Therefore, it is essential for any brand to develop a content strategy that fits the overall goals. However, focusing on content is not the same as focusing on quantity rather than quality; in recent years, it has become more important than ever for brands to prioritize relevant content.

If we say “content” here, that does not mean that the text is the only part of the content development, though the written content is not expected to disappear, but the increase in the adoption of visual content, images, and videos, has given brands more important ways to show their creative side.

Figure 10

8.3

Effective Use of Video Advertising

The increasing creativity in videos is an important trend not only in content marketing but also in advertising. Video ads are generally more effective than other variations because they attract the public‟s attention and leave a lasting impression. Advertising dwells on appeals and video content have the power to create compelling ads that can increase brand awareness and affiliation with a particular product. Current video ads are testimonials to it. There are many creative steps to creating successful video content, from adding subtitles to your videos to make them understandable, even if they are silenced, to finding the perfect length to attract the audience without delay and boredom. Now that social networking sites like Facebook, Twitter, Instagram, and Snapchat have focused on more video content, we expect the trend will continue to grow.

Figure 11

8.4

Application of Marketing Automation

With this approach, marketers can automate tasks using events that occur at specific times. The right application of marketing automation can make channels such as email marketing and social networking much more efficient. That‟s one of the reasons why more than 55% of B2B companies introduced marketing automation technology, i.e. the use of robots and artificial intelligence Here are some examples of marketing automation in action: ● Automatic responses to improve customer service ● Automatic publishing on social networks ● Automatic emails with a fixed trigger (registration, customer service inquiry, purchase confirmation, etc.) ● Integration with a CRM system to better align marketing, sales, and service, etc. Research has found more reasons to adopt marketing automation. Marketing automation boosts sales productivity by 14.5 percent and reduces marketing overhead by 12.2 percent.

8.5

Prioritizing the Significance of Influencer Marketing

The recent influx of social media influencers has become very popular in order to create a new generation of internet stars that are becoming popular through their interaction with their followers on social networks. However, if a brand does not find the right influencer for their brand, the number of followers an influence has will not guarantee success.(Lincoln W Daniel, 2018)

9.0

Small Business Guide To Digital Marketing On A Shoestring Budget

Brand promotion doesn‟t come easy, and the odds don‟t favor small businesses. With neither the time nor the resources to compete with the heavyweights, they have to rely on their wits to get the word out. On the bright side, a number of free (or almost-free) digital marketing tools have made it easier for the underdogs to compete. The following strategies may not level the playing field, but they can definitely help small businesses stay in the game.

9.1

List Your Business

List your info (name, description, address, business hours, etc.) on Google My Business to increase your visibility and make life easier for your customers. The details will appear at the top of Google‟s search engine results page (SERP) and let people know where to find you, how to get in touch with you and when they can drop by. The latest version of Google My Business also lets you post business updates, respond to reviews and look at analytics. If you want to increase your odds of success, post on every local business platform, including Bing Places for Business, Yahoo! Small Business and Yelp.

9.2

Take Advantage Of Google’s Free Tools

Google offers a number of free solutions that can help small businesses market on a shoestring budget. For starters, there‟s Google Analytics, the most powerful platform around for analysing web traffic. Then there‟s

Voice, the free phone service that lets you text, call and set up a voicemail inbox without having to pay a monthly fee. As for cloud services, Google‟s free suite includes Gmail, Docs, Drive and Calendar. Of course, everything gets better as you rise up the premium scale, but you should try the company‟s free offerings before handing over any cash. Once you understand the digital marketing landscape, you‟ll have a better sense of which premium services you need and which ones you can live without.

Conclusion So, digital marketing is about utilizing digital technology to achieve marketing objectives. There is no essential need for digital marketing to always be separate from the marketing department as a whole, as the objectives of both are the same. However, for now, it remains a useful term because digital marketing requires a certain skill set to utilize the digital technology effectively.(Netvision, 2007)

References ave Chaffey. (2018). What is Digital Marketing? A visual summary - Smart Insights. Retrieved August 15, 2018, from https://www.smartinsights.com/digital-marketing-strategy/what-is-digitalmarketing/ bulletlink. (2018). Importance of Digital Media | Learn How Digital Media is Helpful | bulletlink. Retrieved August 15, 2018, from http://bulletlink.com/digital-media-taking-a-steep-turn-p277-133.htm Eleana Stylianou. (2017). 10 Reasons Why Digital Marketing is Important. Retrieved August 15, 2018, from https://www.careeraddict.com/why-digitalmarketing-is-important-for-business Lincoln W Daniel. (2018). How to Succeed in 2018: Digital Marketing Trends – Marketing And Growth Hacking. Retrieved August 15, 2018, from https://blog.markgrowth.com/how-to-succeed-in-2018-digital-marketingtrends-af4310b4a07b Lucy Alexander. (2017). What Is Digital Marketing? Retrieved August 15, 2018, from https://blog.hubspot.com/marketing/what-is-digital-marketing Manish Khanna. (2018). 5 Simple Questions to Ask a Digital Marketing Agency Netvision. Retrieved August 15, 2018, from https://www.netvision.com.au/5simple-questions-to-ask-a-digital-marketing-agency/ marketo. (2017). What is Digital Marketing? Overview & Resources. Retrieved August 15, 2018, from https://www.marketo.com/digital-marketing/ Netvision. (2007). Netvision | SEO Gold Coast | 1300 448 556 | Your Local SEO Experts. Retrieved August 15, 2018, from https://www.netvision.com.au/ patimes. (2018). Digital Media: What Do We Need, What Are We Getting and Why Are We Doing This? - PA TIMES Online | PA TIMES Online. Retrieved August 15, 2018, from https://patimes.org/digital-media-need-this/ Shivani Saini. (2018). 8 Benefits and Importance of Digital Marketing. Retrieved August 15, 2018, from https://technians.com/blog/benefits-importance-digitalmarketing/