Digital marketing and online marketing are not exactly the same thing. If you’re among those who think that another name for digital marketing is online marketing or internet marketing, I will say you’re partially right but at the same time wrong.
Digital marketing has actually existed much longer than you think. It started with radio. Yes! Radio marketing is a great example of digital marketing. You can imagine when radio was invented by Guglielmo Marconi In 1896, he was the first human to demonstrate a, “public transmission of wireless signals. Is it not over 100 years now? A short time after demonstrating his invention in England, more signals were transmitted across open water. And, while it would take another 10 years for the radio to reach the general public, it sure didn’t take the creators long to realize they could use it to sell stuff (Referencing: Neil Patel). The first live broadcast was from opera performance at the Met and with that, tickets was bought.
Are You Surprised? Digital Marketing Didn’t Start Today;
There’re already so many definitions of digital marketing, Hubspot defines digital marketing as:
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. (Referencing: Hubspot)
But To Me; Digital Marketing actually encompasses “electronic device or internet”, but it either uses ” an electronic device only” or both electronic device with internet”. Hence, digital marketing is different from internet marketing because with or without the internet, as long as you’re marketing with an electronic device, it’s digitally-oriented. In my own simplest definition, I can state that:
Digital marketing is the marketing of products or service or both with the aid of an ELECTRONIC DEVICE.
When we bring in Internet or No Internet, then we have to classify digital marketing into 2 :
- Online marketing
- Offline Marketing
I believe by now, you’re beginning to understand me when I said that digital marketing is different from online marketing in reality. It comprises of both online marketing & offline marketing, hence it started with the invention of radio and even far beyond it.
Online Marketing is the marketing of products or services or both with the aid of an electronic device working with internet network.
Now, I think I’m beginning to get close to Hubspot. But with my online marketing definition instead.
Online marketing is defined by how a marketer uses various online tactics and channels to research, identify and connect with customers. From setting a website to a business’s online branding assets e.g. google advertising, social media, digital brochure, email marketing and some other strategies are all categories as tactical activities carried out in online marketing.
A content marketer, for example, can create a series of blog posts that serve to generate leads from a new cleaning chemical the business recently created . While he does that, an SEO Expert tend to utilize appropriately his search engine optimization so that google can recognize the contents of these blog posts & drive traffic to the page. The google expert will support immensely by advertising this page either by making it in such a way that customers in need of cleaning chemicals can easily acquire for it when they search on google or when the product keep displaying on other website rather than theirs. Well, they can decide to pay a popular individual or a celebrity who’s a well known & reputed influencer in chemical industry to post the product using his platform. The company’s social media marketer might then help promote these blog posts through paid and organic posts on the business’s social media accounts. Perhaps the email marketer creates an email campaign to send those who buy the product more information on the company.
A precise list of the most common online marketing tactics and I will take my time to discuss each in separate posts:
Search Engine Optimization (SEO)
This is the process of optimizing your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include:
This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:
- Blog posts.
- Ebooks and whitepapers.
- Online brochures and lookbooks.
Social Media Marketing
This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Other channels where you can use PPC include:
- Paid ads on Facebook.
- Promoted Tweets on Twitter.
- Sponsored Messages on LinkedIn.
This is a type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website. Affiliate marketing channels include:
- Hosting video ads through the YouTube Partner Program.
- Posting affiliate links from your social media accounts.
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed-sponsored posts are a good example, but many people also consider social media advertising to be “native” — Facebook advertising and Instagram advertising, for example.
Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:
- Email newsletters.
- Social media post scheduling.
- Contact list updating.
- Lead-nurturing workflows.
- Campaign tracking and reporting.
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business’s website. The types of emails you might send in an email marketing campaign include:
- Blog subscription newsletters.
- Follow-up emails to website visitors who downloaded something.
- Customer welcome emails.
- Holiday promotions to loyalty program members.
- Tips or similar series emails for customer nurturing.
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space. The channels you can use to maximize your PR efforts include:
- Reporter outreach via social media.
- Engaging online reviews of your company.
- Engaging comments on your personal website or blog.
Inbound marketing refers to the “full-funnel” approach to attracting, engaging, and delighting customers using online content. You can use every online marketing tactic listed above throughout an inbound marketing strategy.
Offline Marketing is the marketing of products or services or both with the aid of an electronic device only.
What differentiate offline marketing from online marketing is “Internet“. For clarity, I understand why “Neil Patel” sub-categorised some as “Enhanced Offline Marketing“, so as to differentiate them from the others.
Let Me Outline What Have Been Involved in Offline Marketing So Far:
1. Electronic Billboards:
What’s the difference between a billboards at the local part of Kogi State and the one at densed-part of Lagos like Lagos Island? The major difference there is neither the product being advertised nor the size but “LED” Light Emitting Diodes and this determines the quality of graphics or videos showcased via each billboard. Because at the remote area in Kogi state, no one is competing with you so if you have a billboard there, you’ll win attention but at Lagos Island with huge amount of visitors, there’s so much distractions and so many billboards competing with yours, even at that your billboard ought to get attentions. 75% of Billboards in Lagos are Eletronics and this a form of digital marketing.
2. Demo Discs & USB:
Have you been to a medium-sized or big hotels or even companies in Lagos? What have you noticed about either their televisions or presentations always at their reception? In companies, you’ll keep watching their products showcase and adverts being illustrated via the TV or presentation right before you there. In hotels, you’ll be viewing their rooms and facilities being showcased too while you learn about what they have for customers. What has happened here? A disc or a USB has been slotted into an electronic device which tend to showcase the contents of the demo disc or USB. So companies use electronic devices to illustrate what they have via slotting in the demo disc into an electronic device to be displayed to the public.
Over 100 years have passed since that original first live broadcast of the opera performance at the Met and guess what – radio is still here. Since radio did fairly well in transitioning to the internet, it hasn’t taken as big of a hit as TV. And, even old school radio still matters.
- Radio still reaches over 70% percentage of the Nigeria population every week
- Listeners listen 2 hrs per day, on average
Now, while profits have shrunk, radio isn’t dead. Thanks to Pandora’s 80 million users, there are still about $4 billion in profits made each year.
4. Television (TV)
Television marketing is such a Goliath, it’ll likely never go away. It’s also easily the industry where the most money is burned each year. Ever since Google Video turned into Youtube, the efficiency of TV ads has gone down rapidly. But Still TV Marketing is a great example of Offline Marketing.
5. Mobile Phone:
Smartphones are killing it.
Now, over 80% of internet users own a smartphone and, in 2014, we crossed the tipping point where more people are accessing the internet from their phone than via a desktop PC or laptop (Neil Patel)
Talking about Offline Marketing, There are 2 apps that are grossly underestimated, yet they are on every phone, smart or not:
Calling and texting.
Cold calling is the act of calling a person with no prior contact and trying to sell them something. While at roughly 3 sales per day (marketers call 52 people a day, on average, with about 17 calls until they find a buyer), it doesn’t have the scalability of social media or email, it’s still a valid approach to marketing. The tactic works, but doesn’t scale very well when selling to end customers (B2C) and making contact before trying to sell helps to close the deal (especially in B2B, which is all about connections).
What works better is marketing via texting, an “app” that is also available on each and every single phone out there.
Online or offline, a text message is almost a guaranteed read. While the MMS obviously tanked after the web became available and mobile data usage costs so little, texts are still a good way to reach people and bring value in 160 characters or less.
Digital Marketing is a broad terminology which isn’t the same as online marketing. It’s unarguable to us that the internet currently rules but that not withstanding, there’s still need for us to involve offline marketing channels because they all add tangible value to businesses, ofcourse there are those who still make millions utilizing the TV channels .
Two great advantages the online marketing have over offline marketing are: 1stly, it’s capability to reach huge population of people worldwidely and 2ndly, it’s ability to target its audience. There’s no targeting in TV marketing, it’s audience segment none specific. The growing trend of technologies make us to understand that if you need to grow your business successfully, you have to learn online marketing and be ready to get fully involved in it. Despite the fact that it dominates over offline marketing, it’s also less expensive to be invested in. But while considering the advantages of web and internet, we mustn’t neglect that offline marketing has influential support if you can incorporate it especially phone marketing, because that seems to be the future of both online and offline marketing.