Digital marketing is a term to describe marketing strategy that involves reaching customers through digital channels such as websites, social media, search engine advertising and email. Mobile marketing is a component of digital marketing that targets customers who access information through mobile devices.
Mobile marketing, although technically a part of digital marketing, has quickly risen to become the largest component and is frequently given its own team who work separately from others in the marketing department.
Digital Marketing Overview
Digital marketing technically encompasses everything that involves sending marketing messages and launching campaigns through websites, social media, email, WiFi analytics or any other digital means. It also encompasses marketing tailored to different devices, including laptops, tablets and mobiles.
Digital marketing has many components. They include strategies, tools and tactics such as:
Pay per click advertising. Placing advertisements on search engine results that include keywords related to what the business offers.
Search engine optimization. Using content and coding on a webpage to help a site rank higher on search engine results.
Content. Creation and publishing of content that provides useful information to people searching for specific keywords.
Website. Using words, images and designs to create attractive websites that also have success converting website traffic into paying customers.
Social media. Popular social media platforms such as Facebook, Twitter and Instagram provide marketers a chance to interact with large numbers of potential customers, having conversations on issues that involve their products and services.
Email. Although one of the oldest digital marketing methods, email remains highly effective at reaching potential customers or keeping current customers loyal to your brand.
Data analytics. Data is the tool behind all these strategies, as digital marketers use information found through data analysis to guide more targeted, successful marketing campaigns.
Mobile marketing takes many of the above approaches, but tailors them specifically to those who use their mobile devices to conduct searches, visit social media platforms and check out websites.
This is becoming increasingly important as more consumers transition into using mobile devices to find and purchase products and services. AdWeek reports that about one third of all purchases in 2018 were on smartphones and other mobile devices. Also, Google surveys have found up to 46% of respondents report they prefer completing purchases via mobile, according to AdWeek,
The American Marketing Association provides an entire toolkit for using mobile marketing, including developing a strategy, analyzing data, tracking customer activity and properly assessing any risks.
One key step when it comes to both digital and mobile marketing for many businesses is to hire consultants who are digital marketing professionals and can help both develop and execute marketing strategy.
Some of those strategies include:
- Making websites mobile-friendly (Google ranks such sites higher in search engine results)
- Emphasize email, as 65% of all emails are first opened on mobile devices, according to Marketo
- SMS and MMS text marketing, sending messages directly to a person’s mobile device
- Developing mobile apps for your business
That’s just a taste of the digital and mobile marketing techniques companies can use to reach a wider customer base. In the new age of marketing, both are necessary to keep pace with the competition.