The New Age of Digital Marketing
What is digital marketing and how has it changed in recent years? We go in-depth as a digital marketing company to show you whats changing in the industry and for us.
Today, digital marketing has grown up. It is now a wide-reaching industry that attracts skilled, imaginative professionals from around the world – an agency in an emerging market like India or Nigeria is likely to follow many of the same practices as a digital marketing agency Toronto or in another established tech hub.
It has also become exceptionally lucrative. According to the Interactive Advertising Bureau (IAB), total U.S. digital ad spend reached $88-billion in 2017; more, for the first time, than what was spent on television advertising.
But what exactly does "digital marketing" entail. What does it mean to be a digital marketer? The best way to answer this question is to break the industry down into key departments.
Search Engine Optimization (SEO)
SEO is the practice of ensuring that online properties are easily found in search engine results. Today, most consumers begin their buyer's journey with an online search: when you want to buy a new TV, you don't immediately drive to the nearest electronics store; you turn to Google to read reviews, compare prices and determine what specs will work best for you.
The same goes for services; when your sink springs a leak or your car breaks down, you search for plumbers or auto mechanics in your area. Appearing at the top of a Google search is extremely beneficial to these types of businesses, which is why they will hire an SEO Toronto agency or in their respective, city.
While SEO agencies generally charge their clients a flat rate or monthly fee, the cost of PPC advertising is connected directly to performance. Each time a user clicks on the ad, the publisher will be charged; if the ad doesn't receive clicks, no charge is applied.
PPC advertising can be applied in a variety of ways. The most common is search engine marketing (SEM), a field dominated by Google and its AdWords platform. AdWords allows advertisers to bid on searchable keywords – if the advertiser wins the bid, their ad will be prominently displayed in results for that word.
Display advertising is another form of PPC Toronto marketing. The Google Display Network is a massive network of websites that allow AdWords clients to display ads. Though click-through rates on display ads are generally lower than on search ads, this messaging allows brands to remain at the top of customers' minds as they travel around the internet.
Social Media Marketing
As social media networks like Facebook, Twitter, Instagram, Snapchat, and LinkedIn have grown to occupy more of our time online, so too has their advertising value. Indeed, Facebook is the only tech company that can rival Google in terms of advertising revenue; the two companies are together seen as a digital marketing duopoly.
Social media marketing can take many forms. First and foremost, companies can pay social networks to post advertisements within carefully targeted users' timelines.
But many digital marketing agencies will also help their clients curate social media content. Social profiles are an important part of how companies reach their audience, and a strong social presence can also benefit brands' SEO efforts.
As an example, check out our social media profiles here: https://about.me/
Other Digital Marketing Avenues
Beyond these major digital marketing tactics are a multitude of specialized approaches to digital marketing that may apply only to certain industries or are new and experimental. Live chat bots, for instance, can be installed on companies' websites to instantly answer questions visitors may have. This technology makes users feel important and can drastically improve conversion rates.
Some companies are also turning to immersive technologies to augmented and virtual reality to attract new customers and connect with their audiences. These cutting-edge technologies have a chance to play an important role in the wider digital marketing landscape.
SEO, PPC, and SEM Toronto - New Addition to Our Team!
GrowthEngine Media is a Premier Google Partner digital marketing agency based in Toronto. Our areas of expertise include search engine optimization, pay-per-click search and display marketing, and paid social media advertising and social media management. With the new addition to our in-house digital marketing team, we are committed to serving our clients the best we can by sourcing local talent. Visit us at:https://www.growthengine.ca/