Importance of digital marketing

Digital marketing strategies help marketers define goals, target an audience, and develop a
digital marketing plan that best reaches that audience. These strategies provide direction for a
given campaign or program and a framework for evaluating outcomes.

Các chiến lược digital marketing giúp các nhà tiếp thị xác định mục tiêu, nhắm đến đối tượng khách hàng và
phát triển kế hoạch digital marketing phù hợp nhất để tiếp cận đối tượng đó. Những chiến lược này cung cấp
định hướng cho một chiến dịch hoặc chương trình cụ thể và làm khung để đánh giá kết quả.

Today, everything is digital, and digital marketing has been integrated into almost every aspect
of business, fundamentally changing how companies communicate with and deliver value to
customers.

Ngày nay, mọi thứ đều là kỹ thuật số, và digital marketing đã được tích hợp vào hầu hết mọi khía cạnh của
doanh nghiệp, làm thay đổi căn bản cách các công ty giao tiếp và cung cấp giá trị cho khách hàng.

So if your business cannot implement and execute a digital marketing strategy in an increasingly
growing, global online marketplace, you simply will not be able to compete.

Vì vậy, nếu doanh nghiệp của bạn không thể triển khai và thực hiện một chiến lược digital marketing trong thị
trường trực tuyến toàn cầu ngày càng phát triển, bạn sẽ không thể cạnh tranh được.

Digital marketing strategies

Cross-channel marketing, multichannel marketing, omnichannel marketing, or whatever term

you prefer, is all about engaging with your customer or prospect across every digital channel and
any device. From the inbox to social networks—and across laptops, tablets, and smartphones—
today’s consumers move seamlessly and fully expect you to be there with them, providing a
seamless, integrated experience.

Chiến lược tiếp thị số Tiếp thị đa kênh, tiếp thị chéo kênh, hay bất kỳ thuật ngữ nào bạn chọn, đều hướng
đến việc tương tác với khách hàng hoặc đối tượng tiềm năng trên mọi kênh kỹ thuật số và thiết bị. Từ hộp
thư đến các mạng xã hội—và trên cả laptop, máy tính bảng, và điện thoại thông minh—người tiêu dùng
ngày nay di chuyển liền mạch giữa các thiết bị và họ mong đợi bạn sẽ có mặt để đồng hành cùng họ, cung
cấp trải nghiệm tích hợp, nhất quán.

To help you build a successful cross-channel marketing strategy, here are in-depth descriptions
of the most widely used digital marketing channels:

Để giúp bạn xây dựng chiến lược tiếp thị chéo kênh thành công, dưới đây là mô tả chi tiết về các kênh
tiếp thị số phổ biến nhất:
Email marketing

Email marketing is one of the oldest and best-known forms of digital marketing, used by B2B
and B2C marketers alike. With email marketing, you collect customer data across various
customer journey touch points, classify it to understand your potential customers’ preferences,
and ultimately get permission to add them to your email list(s).

Email content can include information about your products and services, news about your
company and events, personalized offers, customer success stories, links to case studies, and
technical or business briefs. Value is critical to ensure that your emails are opened and read—and
not deleted right away. Personalized content and relevant offers go a long way to boost
engagement.

Email marketing is part art and part science. Your emails and digital assets need to be appealing
and engaging, but there needs to be a balance between sending too many emails and not sending
enough.

Video marketing

Video is one of the most powerful digital marketing channels available. People love video. They
watch videos for fun and research, and they share videos. In fact, YouTube reported more than
two billion monthly logged-in viewers. Both B2B buyers and B2C consumers make buying
decisions thanks to video.

Video marketing builds brand awareness, boosts digital traffic, and increases conversion rates.
Videos embedded into blog content have been a cornerstone of both B2B and B2C content
marketing strategies for years.

Sharing video is the key to getting more eyes on your content. That’s why you’ll want to
leverage third-party sites, such as YouTube, and promote videos on your website and social
media channels. Encourage others to share your videos.

Keep your videos short and to the point. Attention spans are short, so the key is to provide great
content in an engaging manner.

Social media marketing

Social media is a great way to reach a specific, targeted audience and connect directly with
customers, potential customers, and partners. Which social media platform(s) you use depends
on who you want to target. Facebook is still the largest social media platform worldwide. Twitter
is still popular with B2B buyers. Instagram and TikTok are incredibly popular with millennial
and Gen Z consumers, and LinkedIn is a great place to connect with B2B buyers in the early
stages of the buying cycle.
Every social media platform features different types of content, but all are very video/image-
focused. So as you create content, always keep in mind how you want to distribute it through
social media, and then adjust accordingly.

Different platforms will continue to emerge, so marketers must continuously adapt digital
marketing tactics to make the most of every platform available. For example, TikTok didn’t exist
before September 2016, and today it has more active users than LinkedIn, Twitter, Pinterest, and
Snapchat.

Text messages (SMS and MMS)

Next to email marketing, text messaging is the most direct way to reach customers, but like
social media, messages must be concise to be effective. Marketing teams can leverage short
message services (SMS) that are text only or multimedia messages (MMS) that can include
videos and gifs.

Content marketing

Content marketing lets you personalize your outreach to different prospects and customers as
you present your message. The more personalized your content, the more likely it will interest,
intrigue, and hold the person’s attention. However, your content must align with your targeted
audience’s intent and interest; it must provide some value to drive engagement and conversions.

The types of content can include email copy, landing pages, infographics, ebooks, business
briefs, banner ads, videos, text messages, commercials, newsletters, press releases, articles,
blogs, and digital postcards. Content can (and should) be used across channels, but all of your
content should have a consistent voice and message.

SEO and PPC (or SEM)

A good search engine optimization (SEO) strategy optimizes website content (landing pages,
blogs, etc.) so that it appears higher and more often in search results, driving traffic to your
content. Good SEO results depend on keywords and page optimization. Using researched
keywords and long-tail keywords (3+ word phrases) throughout your web content will improve
SEO and provide the highest results in terms of traffic and conversion. Organically linking from
high-authority third-party pages is another way to improve page rank and drive potential
customers to your content.

Pay-per-click (PPC) advertising refers to paying for each click on a specific link. Search engines
and most social media sites offer PPC opportunities. PPC ads will appear in your targeted
customers’ and prospective customers’ feeds.

Search engine marketing (SEM) is a type of PPC advertising that can be quite impactful. It
involves paying a search engine to show marketing messages (copy) and a link in a prominent
position when visitors search on specific keywords.
Website design and marketing

Your website is often the first point of contact potential customers have with your company and
brand. Great web design can promote the consistent branding of all digital assets. It should also
make your website more search engine friendly, provide a great user experience, and improve the
conversion rate (more clicks, sign-ups, etc.).

Display advertising

Marketers can display relevant advertising on third-party sites to reach more prospects. Such ads
can include banners, sidebar boxes, video ads, and interactive ads that link back to one of your
websites or landing pages.

Affiliate marketing

Many bloggers and social media influencers are affiliate marketers, as they use their blogs and
social media accounts to promote different products and services. It is a performance-based type
of marketing. Affiliate marketers earn a commission for promoting certain products. The more
visitors and customers these marketers bring in, the more money the affiliate will earn.

Advertising

Traditional advertising media has gone through seismic changes over the past few years.
Technology has made it possible to deliver more targeted media buys across new TV platforms
such as Netflix, Hulu, YouTube, and others. But don’t count out network TV and radio, because
in spite of a growing number of other entertainment options, people are still watching broadcast
TV and listening to the radio.

How does digital marketing work?

There are a number of ways to approach a digital marketing campaign. As a digital marketer, you
have in your toolbox a wide range of tactics, strategies, and channels that can be employed to
connect with your audience. Generally speaking, digital marketing campaigns involve several
common steps:

Define your marketing goals

Digital marketing is a wide-ranging field. So it’s important to establish your goals before starting
a digital marketing campaign. For example, do you want to build brand awareness? Acquire new
customers? Focus on retention and customer loyalty? Outlining goals helps you tailor your
strategy and budget to maximize your impact.

2
 Identify your target audience

Whose attention are you trying to get? The more details that you can find out about your target
audience (age, location, income, etc.) the easier it will be to determine how to connect with them.

Identify the right marketing channels and marketing tactics

Now that you know who you want to reach, you need to decide how (and for how much) you
want to reach them. Suppose you’re a B2C digital marketer trying to connect with younger
customers. In that case, you might allocate more of your budget to social media advertising on
specific platforms rather than put the majority of your efforts (and money) into blog publishing.

Develop and optimize content and messaging for each channel

Analyze your data and try to find out as much as you can about your audience. For example, if
you know that your customers prefer browsing on their phone versus a laptop, the content they
receive will need to be optimized for mobile viewing. But that may not be enough. Customers
interact with brands across a variety of channels in a nonlinear fashion. So you need to make sure
that every piece of content has a consistent brand voice and messaging. Consistency prevents
confusion about what your brand is and the value you provide.

Campaign measurement across key metrics

Measure across key metrics and iterate based on those results. If you don’t measure your
performance based on the key metrics you defined earlier, how will you know whether the
campaign is doing well or continuously improving? Measuring results over time ensures that
you’re connecting with customers, driving loyalty, and building brand advocacy.

Explore the interactive marketing demo

Cross channel digital marketing

Cross-channel marketing—or multichannel marketing—involves the use of a variety of different

channels. Cross-channel marketing goes beyond (and also embraces) traditional marketing. In
this digital world, a marketer has to use multiple channels to keep up with what audiences want.
Depending upon your targeted customer base, you might need to use a variety of channels: social
media, email, web, text, TV, and radio. The more data you have about your customers’ and
prospects’ preferences, positions, and interests, the better you can craft a marketing strategy with
the right content delivered over the right channels.
Customers like jumping from channel to channel. They can go from social media to a website to
a digital assistant to email in no time at all. You have to keep up with them and provide a
seamless customer journey across all channels. Keep in mind that all your channels need to align
with your voice and message. A disjointed customer journey across different channels turns
customers off. Strive for consistency in your digital cross-channel marketing.

Marketing is storytelling. How jarring and confusing would it be if the details were different? If
the tone and voice changed? Your audience would not be able to keep up. They might not
understand the message you’re trying to get across—and won’t stick around to hear how the
story ends.

The customer journey should be a pleasant one. Content needs to be easily read, viewed, and
digested, no matter the channel. Websites should be easy to navigate, ads easy to understand, and
graphics pleasing to the eye.

Digital marketing is about having a digital conversation with your customers. You want to make
the best impression possible so that they will keep talking to you.

Digital marketing KPIs

Digital marketing key performance indicators (KPIs) are used to measure marketing campaign
performance. Digital marketers can use a number of KPIs to track results. As you work through
your strategy, determining which specific digital marketing KPIs to use makes it easier to
determine targets and goals and to measure campaign performance, including the following data:

 Returning visitors to website. Indicates engagement because visitors are coming back
to your website/landing page to consume more content or take a specific action.
 First visit. Understand how people are finding your website and how engaged they are
once they do.
 Web traffic sources. Shows how people are finding your website/landing page.
 Total visits. The number of single browsing sessions by individual visitors to your
site.
 Total unique visits. The number of people who have visited your website/landing
page.
 Click-through rate (CTR). The percentage of people who clicked on a CTA or link.
 Average time on page. The average amount of time all users spend on a single page.
 Marketing ROI (return on investment). How much revenue a marketing campaign is
earning compared to the cost of running that campaign.

There are hundreds of possible KPIs you can use, depending on the types of campaigns you run.
To learn more, continue reading:

Which type of digital marketing is best?

Digital marketing works for every business and all industries, but there is no one-size-fits-all
approach. Different companies need to use different digital tactics to achieve their goals. The
best tactics depend on several factors, such as your marketing team's size, budget, target
audience, and business goals.

Small-to-medium businesses (SMBs) may develop organic SEO strategies, social media
strategies, email marketing campaigns, and blogging calendars since these tactics require little to
no investment.

Larger companies usually expand into paid programs to deliver on broader business goals. These
tactics could include syndicating digital assets, producing webinars/webcasts, focusing on
account-based marketing (ABM), and investing in paid media or PPC marketing.

Digital marketing vs. digital media

Digital marketing is a set of activities or tactics. Digital media refers to a set of forms, formats,
and platforms that include:

 Emails
 SMS and MMS
 In-app/push notifications
 Social media (Instagram, TikTok, LinkedIn, Facebook, Snapchat, Twitter, Pinterest)
 Audio (Spotify, Pandora, Apple Music)
 Digital advertising (banner ads, pop-up ads)
 Video (YouTube, Netflix, Hulu)

Digital marketers use digital media to connect with customers. Put another way, digital
marketing is the strategy and digital media is the means.

Digital marketing vs. internet marketing

Digital marketing and internet marketing are slightly different, although there is overlap between
the two. Digital marketing refers to a set of activities and tactics that use a variety of digital
media channels.

Internet marketing is a subset of digital marketing; it requires the internet to connect to leads. All
forms of internet marketing are digital marketing, but not all forms of digital marketing are
internet marketing. For example, TV ads, digital billboards, radio ads, and text messages (SMS)
fall under digital marketing but not internet marketing.

Digital marketing vs. inbound marketing

Compared to digital marketing, inbound marketing is more of a cohesive strategy comprised of
some digital marketing tactics used to try and bring potential customers to the content/digital
asset that is being offered. Inbound marketing is very metrics-driven, focusing bring in and then
on pushing customers through the sales funnel, ultimately driving marketing qualified leads
(MQLs) and conversions.

Benefits of digital marketing

Digital marketing tactics enable direct communication between companies and their customers,
as those customers travel along their unique buying journeys. Digital marketing helps innovative
marketers deliver the right content and offers at the right time, on the channels where customers
spend most of their time. With the use of digital marketing KPIs, marketers can understand what
strategies worked and how well they worked, helping to drive continuous improvement, boosting
customer engagement, and improving marketing ROI.

Done well, digital marketing benefits both customers and companies. By appropriately
personalizing content and offers to each individual, customers feel that your brand understands
their needs and can provide them with a valuable service or product. This ultimately deepens
their trust, turning them into loyal brand advocates. There are many advantages of digital
marketing for companies as well. These include:

 Increased reach. Most people start their buying journeys online, across a variety of
different digital channels.
 Precise targeting. Marketers can reach more qualified buyers by leveraging SEO and
social media strategies. This, in turn, boosts conversions, revenue, and brand
advocacy.
 Agility. It’s typically easier to amend digital marketing tactics if your goals change.
 Measurability. Digital marketing provides a greater degree of attribution so that
marketers know which tactics truly drive growth.

Digital marketing: B2B vs B2C

The ultimate goal of digital marketing is to drive a customer or buyer towards a purchase. Digital
marketing lets both B2B and B2C marketing teams engage with a broader audience than possible
through more traditional marketing tactics. They can also target more relevant potential
customers, boosting marketing ROI.

B2B digital marketing

B2B digital marketing's primary goal is to drive high-quality leads to B2B sales teams, ensuring
higher conversion rates. B2B buying cycles are often lengthy since the products/services are
more complex, expensive, and require the involvement of more people.
For example, the same product may be sold across different industries or verticals, and every
account will have different stakeholders who often engage on multiple channels. The amount of
coordination needed among lines of businesses is high.

Channels commonly used by B2B digital marketing teams are business-focused, such as email,
webcasts, video, LinkedIn, and Twitter.

B2C digital marketing

B2C digital marketing's primary goal is to get potential customers and customers to discover and
engage with your brand by increasing your website's traffic and increasing your content's
visibility. B2C digital marketing teams should choose consumer-focused channels, where B2C
buyers are more likely to discover and engage with your brand.

Future of digital marketing

It all started with mobile, which has impacted digital marketing in a huge way. Consumer
behavior has changed with the times. Customers now expect more from their brands, and
micromoments count. What is a micromoment? It involves a consumer interacting with a brand
at the touch of a button and in real time. The challenge for digital marketers now lies in
intersecting people at micromoments with relevant marketing messaging that adds to their lives
rather than disrupting them.

Customers now expect a unique, connected, and seamless experience across all channels and
instant gratification. You only have a micromoment to capture their attention and hold it with a
strong message and a delightful, engaging experience. If you don’t, they will move on to the next
offer. This has made the old methods of marketing obsolete.

Modern marketers must adopt a mobile-first approach with their global audiences. You must
keep in in mind that customers:

 Desire to all be treated uniquely.

 Are in charge. They decide when, where, and how they’ll interact with your brand.
They want a frictionless experience and to be able to start a conversation on any
channel, which can carry seamlessly onto another channel if they choose.
 Wish to be served in the least amount of time possible but with the most convenience.
 The walls between B2C and B2B are breaking down. The delightful experiences
people have had with B2C are making them expect more of the same from B2B, but
really, you are always marketing to people, regardless of whether it is B2B or B2C.
You could say that it is now B2ME.
This might be the future, but the future is now. It is happening right in front of everyone’s eyes.
You cannot afford to be left behind. In fact, you best get ahead of the curve.

But what actions can a smart, savvy digital marketer take?

 Adopt a data-first mindset. Having more data fluidity and making better use of the
data you have will allow you to better understand customers and anticipate their needs
and not waste even an iota of their time.
 Push automation and intelligence to the max. You’ll need marketing automation to
capture a huge amount of data and serve customers in real time.
 You must treat every customer uniquely, differently, and appropriately. You need to
take the intelligence you derive from micromoments and stitch them together for a
fuller picture of your customer. That’s how you create a more connected experience.
 Embrace omnichannel fluidity. You have to be ready to engage with customers across
any channel and in real time and keep up with them if they go from channel to
channel.

Answer these questions:

1. What is digital marketing, and which digital media channels are commonly used for content
dissemination? Digital marketing là gì và các kênh truyền thông kỹ thuật số nào thường được sử dụng
để phân phối nội dung?
Digital marketing is the use of online platforms to promote products or services. Common
channels include social media, display advertising, email, and websites.

2. Why is it essential for businesses to implement digital marketing strategies in today's global
marketplace?Tại sao doanh nghiệp cần triển khai các chiến lược digital marketing trong thị trường toàn
cầu hiện nay?
It’s crucial because it helps businesses compete in the global digital marketplace by
enhancing communication, value delivery, and customer engagement

3. What are some of the most widely used digital marketing strategies, and how do they help
engage with customers across various devices? Những chiến lược digital marketing nào được sử dụng
rộng rãi và chúng giúp tương tác với khách hàng trên nhiều thiết bị như thế nào?
Popular strategies include email, video, and social media marketing allow seamless
customer engagement across devices, creating a consistent experience
4. How does email marketing contribute to both B2B and B2C digital marketing efforts, and
what are some key factors for successful campaigns? Email marketing đóng góp vào digital
marketing cho cả B2B và B2C như thế nào, và các yếu tố quan trọng cho các chiến dịch thành công là
gì?
It builds engagement through personalized offers, product info, and regular
communication. Success depends on personalization and content relevance

5. Why is video marketing considered one of the most powerful digital marketing channels, and
what role does YouTube play in this? Tại sao video marketing được coi là một trong những kênh
digital marketing mạnh mẽ nhất và vai trò của YouTube trong việc này là gì?
Video marketing is powerful because people enjoy watching and sharing videos. YouTube,
with billions of users, helps spread content quickly and widely

6. What are the key differences between B2B and B2C digital marketing strategies, particularly
in terms of customer engagement and goals? Những khác biệt chính giữa chiến lược digital marketing
B2B và B2C, đặc biệt về tương tác khách hàng và mục tiêu là gì?
B2B focuses on lead generation with longer cycles, using email/LinkedIn. B2C aims at
quick engagement via platforms like Instagram

7. What is cross-channel digital marketing, and why is maintaining consistency across channels
crucial for customer experience? Cross-channel digital marketing là gì, và tại sao việc duy trì tính
nhất quán trên các kênh lại quan trọng đối với trải nghiệm khách hàng?
It involves using multiple channels for a unified message. Consistency ensures brand clarity
and trust
8. How do SEO and PPC strategies complement each other in driving traffic to websites, and
how does SEM fit into this landscape? SEO và PPC hỗ trợ nhau như thế nào trong việc tăng lưu
lượng truy cập website, và SEM đóng vai trò gì trong bối cảnh này?
SEO builds organic traffic while PPC offers immediate paid visibility. SEM fits by
combining both for maximum reach
9. What role do key performance indicators (KPIs) play in measuring the success of digital
marketing campaigns? Chỉ số hiệu suất chính (KPIs) đóng vai trò gì trong việc đo lường thành
công của các chiến dịch digital marketing?
KPIs track campaign success by measuring engagement, traffic, and conversionsKPI theo
dõi sự thành công của chiến dịch bằng cách đo lường sự tương tác, lưu lượng truy cập và tỷ
lệ chuyển đổi
10. What are some future trends in digital marketing, and why must marketers adopt a mobile-
first approach to succeed? Xu hướng tương lai trong digital marketing là gì và tại sao các nhà
tiếp thị phải áp dụng chiến lược ưu tiên di động để thành công?
Mobile-first is key as consumers expect instant, seamless experiences. Future success
depends on automation and omnichannel strategies