Introducing Differences between Digital Marketing From Web Marketing

The Term Digital Marketing –

“Digital marketing” is often abbreviated as “digitalma”, and it is not uncommon for specialized departments to be created these days. It can be seen that it has been widely recognized and permeated. Why is digital marketing attracting attention? I will explain the basic knowledge, including the differences from conventional web marketing.

The difference between digital marketing and web marketing

Digital marketing and web marketing tend to be regarded as similar because the technical center is the same Internet and the measures on the web are common. So are they just buzzwording the traditional notion for the IT industry to drive demand?Digital marketing is very deman in telemarketed final expense leads generation industry.

The difference between the two lies in the extent of the world. they treat as marketing targets. As the name implies, web marketing is marketing that focuses on websites, and can be said to be marketing that is closed only to the world of websites.

On the other hand, digital marketing is not limited to the world of websites, it is marketing that utilizes all the data and touch points obtained digitally, and the decisive difference from web marketing is that the range of the world handled is extremely wide.

In web marketing, we often think about how to enhance the content of websites operated by companies to attract, guide, and take actions such as purchasing. Specifically, it includes SEO measures, the use of listing advertisements, access analysis, and subsequent improvements to the website. We will take measures centered on the Web and measure the effects using the information that can be obtained on the Web.

Digital marketing is a measure that strongly connects with customers in the smartphone era

Today, digital contacts with customers, such as advertisements displayed on websites, company websites, emails, and apps, are extremely diverse. Digital marketing comprehensively incorporates these points of contact. It includes not only data adjacent to your company’s website like web marketing, but also word-of-mouth sites and SNS, digital signage and digital point member information, and location information such as where you accessed.

It also enables an approach through O2O (Online to Offline), in which online stores and real stores work together. Therefore, by sending the right message at the right time, you can build a deeper relationship with each customer.

The rapid acceleration of this trend is none other than the spread of smart devices. The mainstream of a series of processes in which consumers get information, purchase services and products, ask for support, and send out their own information is mainly performed using smart devices. Especially for the younger generation who use smartphones, it is often the case that information closer to oneself such as SNS than official information and information that one trusts are used as the first criterion, and the story does not progress according to the story drawn by the company. I have come.

However, on the flip side, if you can’t handle digital marketing, it may be more difficult to connect with customers than before.

Points to consider in digital marketing strategy planning

As mentioned earlier, in order to promote digital marketing, it is necessary to create a mechanism that combines communication on all channels in addition to measures closed on the website. The points to consider are as follows, for example.

Organize existing website measures, SEO, web advertising, etc.

First, let’s identify the current web marketing measures. Think about whether your web marketing is paying off, and what you should do to expand your efforts.

The following are some examples of points to consider.

• Does the website support responsiveness?
• Are you properly guiding inquiries and requesting materials on the website?
• Are you trying to increase the influx of websites via search through SEO measures?
• Are you selecting target people / companies and placing digital advertisements for those targets ?

Successful operation of digital marketing is expected to increase the number of visits to websites. Further effects can be expected if the existing web marketing is used to properly deliver information. Please refer to another article for a detailed explanation of web marketing.

Content marketing design

Content marketing here is not limited to owned media on your own site, but also downloadable content such as emails, web advertisements, ebooks and white papers, and postings on social media (not only articles but also creative photos and videos). (Including), push notifications by smartphone apps, etc.

The key here is how the customer sees the information. When it comes to collecting information on smartphones, video content may be preferred over long articles. If you’re a BtoB business, it might be helpful to be able to provide white papers and worksheets that you can download and use directly to create in-house materials. If you want to spread information on social media at once, you may need to create a special photo creative that is easy to share.

CRM (Customer Relationship Management) and Email Marketing

The great thing about digital marketing is that you can use all channels, not just websites, to communicate with each customer. Therefore, it is also important to consider a CRM (Customer Relationship Management) strategy that centrally manages the acquired customer information and implements cross-channel measures based on that data .

Email marketing is one of the easiest CRM initiatives to get started with . I think that there are many companies and brands that already distribute e-mail newsletters, but in addition to regular simultaneous distribution, we optimize e-mail information according to the status of visits to the website and make special offers By guiding you, you can strengthen the relationship with the customer and create an experience that makes you feel that you know yourself.

For effective email marketing, you can download the ebook with details from the URL below.

Market conditions for platforms that support digital marketing

The platform that played a central role in the era of web marketing was centered around web data. After analyzing access logs such as Adobe Analytics and Google Analytics, it has evolved into Web Analytics from around 2013. In addition to the mainstream access of conventional personal computers, analysis via smartphones and tablets has come to be required across devices.

And from around 2015, not only can you analyze in an integrated manner by adding EC (electronic commerce), membership system, smartphone application, etc., but also integrate from marketing strategy planning to implementation of measures, and digital marketing is one-stop. There is a growing need for a platform that can help.

The analysis results derived from huge amounts of data called big data cover not only data on SNS and the Web, but also the movement of people and things in the real world. Therefore, privacy and personal information protection are issues, but the Personal Information Protection Law was amended in 2015, and by processing personal information so that it cannot be identified by an individual, it can be used without the consent of the individual. (Of course, the current situation will not continue in the future due to growing interest in how to handle personal information, such as recent news related to personal information and the enforcement of GDPR in Europe. Also, it lacks a consumer perspective. Marketing activities can damage a company’s brand and credibility, so great care must be taken.)

By paying more attention to consumer behavior and capturing it more accurately, product development and marketing strategies will truly begin to revolve around consumers. As many companies work on personalization for each consumer, it will be difficult to expect the effects of conventional, uniform methods such as mass email transmission. In addition, personalization efforts usually take time and effort, and there is a problem that there is a shortage of human resources and at the same time lacks timeliness. In addition, this will add to the growing number of touchpoints with consumers, adding to the worries of marketers.

Therefore, it is essential to utilize platforms such as data management and marketing automation (MA) . Marketers in the future will be required to further contribute to branding improvement by allocating the time created by streamlining and automating the execution of measures to the strategic planning and creative areas that they should be working on.

According to the “DMP (Data Management Platform) Service Market / MA (Marketing Automation) Service Market Survey Results 2015” data published by Yano Research Institute, the market size of digital marketing services was 20.8 billion yen in 2014. On the other hand, it is expected to increase about 2.7 times to 55.9 billion yen in 2020. In the future, the importance and necessity of digital marketing will increase, and it is expected that the introduction will progress.

Future Of Digital Marketing

Video marketing is booming these days. The popularity of how-to videos that can be seen in about one minute is increasing, and the fact that “PPAP” has become a worldwide hit has made us aware that it is a medium with explosive power. Facebook has come to be regarded as an advertising company in the form of SNS, but the video function is still being enhanced. In addition to telephone and email, communication using chat from smartphones has also begun.

In the future, the use of AI (artificial intelligence) in the marketing field is said to be the most noticeable. As AI technology centered on deep learning becomes more widespread, customer analysis and persona creation will become more automated and sophisticated, and it is expected that even the decision to execute or end a campaign will be done by a “cool” machine. Naturally, one-to-one marketing will be deeper.

Initially, people with AI may have an advantage, but when it is incorporated as a function of MA and can be handled by anyone, it will be differentiated from other companies and will continue to be competitive. May be difficult. At that time, the ability of marketers to draw the vision they should aim for and put it into practice, and how deeply they have been connected to customers by then may be questioned.

Roles and requirements of digital marketers

As we have introduced so far, by building relationships with customers on all channels through digital marketing measures, it will be possible to make efforts that contribute more to profits, and marketers are required. It will be like. Therefore, when implementing digital marketing measures, the roles and business contents are not far from what has been tackled so far, but the scope of thinking and responsibilities will change. Here are some possible points.

Changes in KPIs

By working on digital marketing, you will be able to measure indicators that you couldn’t measure before. In the case of existing web marketing, I think that SNS staff often follow the number of access to the website, the number of inquiries, the number of conversions such as data downloads, etc. as KPIs, and the number of followers and impressions. In digital marketing, by integrating and centrally managing customer data, it becomes possible to visualize and measure the entire process from the first point of contact to the purchase.

Therefore, in addition to single-channel indicators, chasing a number closer to profit as a KPI may be an option. Specific examples include the pipeline (the number and amount of deals registered by sales as business negotiations) and the sales / contract amount (number of deals). In other words, marketers need to think about measures from a perspective closer to that of management.

Marketo has an ebook that explains performance indicators and analysis methods in marketing activities. I think it will be a reference for the KPIs you set in-house, so please download and use it.