The 3 Pillars of Digital Marketing

By on October 10, 2015

digital marketingDigital marketing continues to grow in significance within our increasingly digital world. Traditional marketing techniques and strategies remain important, but as more and more aspects of our everyday lives move online it is no longer feasible to ignore digital marketing tactics. Particularly, there are three areas of digital marketing that virtually every business must address.

These three pillars of digital marketing include:

  • Social media marketing
  • Mobile marketing
  • Search engine marketing

Let’s take a look at why these three digital marketing practices are so important.

Social Media Marketing

First off, we have social media marketing.

By now most business recognize the popularity of social media and understand that it must be accounted for. However, many business owners don’t realize there is a lot more to social media marketing than simply creating a Twitter account for your business.

Social media offers an avenue to engage and interact with your customers on a personal level that is typically unmatched by any other marketing channel. Social allows you to share the human side of your business that provides a unique way to connect with your target audience.  You can develop a personality for your business or company, which can be extremely powerful in terms of branding.

Also, through social media you can react to customer pain points or problems and solve them in real-time. By regularly solving problems or sharing content that provides value to your followers, you can quickly build an engaged social audience. Social media offers a powerful tool for cultivating brand trust and building customer loyalty.

Mobile Marketing

Mobile marketing is another important part of successful digital marketing.

Similar to social media, it seems the popularity of mobile devices also continues to grow rapidly and businesses must take this into account. As the use of mobile devices continues to increase, companies must adjust their marketing strategy and take advantage of the opportunities present within mobile marketing.

The majority of these marketing opportunities exist within mobile applications. The future of mobile apps looks bright and savvy marketers are already leveraging this channel. Now it’s not wholly necessary to develop your own app (although it can be tremendously useful) to do mobile marketing. Some simple mobile marketing strategies that can be easy to implement include integrating QR codes into an advertising initiative or launching SMS marketing campaigns.

As mobile devices become more ingrained in our lives, they will continue to become more viable as a way to reach target customers.

Search Engine Marketing

Finally, let’s examine the importance of search engine marketing within digital marketing.

Search engine marketing is a crucial aspect of digital marketing because search engines drive a large majority of online traffic. Search engines are the primary way people find websites online and search engine marketing will help increase a company’s visibility within search.

When it comes to search engine marketing there are two main options – paid and organic. Paid search marketing involves Pay-Per-Click advertising and allows a site to show up in the paid results, while organic involves optimizing a website for search to help it show up in the non-paid (organic) results.

While paid search is relatively straightforward, organic optimization requires more technical application. However, a good start would be to ensure your website is “mobile friendly”. As mentioned before, mobile devices continue to grow in popularity and this is having an impact on search.

Ideally, a business should invest in both of these strategies to ensure optimum visibility within search.

About The Author

At the spry age of 40, it is safe to say that Declan Peltier has been around the business block. Straight out of school Declan got his start in quality control and his career only evolved from there. After many years of sharpening his knowledge of compliance and quality management Declan chose to leave the industry in pursuit of a freelance career writing within the marketing and business management niches. In his free time Declan enjoys sharing his knowledge with the world through his writing.

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