Digital marketing is a way to promote goods and services over the Internet. To find new customers, retain old ones, and increase brand awareness, online tools and digital channels are used.

What is Digital Marketing
Imagine that you want to sell a bicycle. In the past, you would have hung an ad on a pole or in a newspaper. Today, there is a more effective way - to place an ad on special sites, in social networks or show it to people who are looking for just such a model. This is exactly how digital marketing works.
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Why Do You Need Digital Marketing?
Accessibility. Thanks to the Internet, advertising can be seen by millions of people around the world.
Measurability. You can find out exactly how many people saw the ad, how many clicked on it, and how many made a purchase.
Flexibility. You can quickly adjust your advertising campaign depending on the results.
Target audience. You can only show ads to people who are genuinely interested in the product or service.
Essential Digital Marketing Tools and Channels
Imagine that the Internet is a huge city, and each site is a separate store. To get noticed, you need to use different tools and channels:

contextual and targeted advertising;
social networks (SMM);
SEO (search engine optimization;
email marketing;
Content marketing.
Each of the tools has its own characteristics and is suitable for different purposes. The choice of tools depends on the tasks, budget, and target audience.

For example:

If you want to increase sales quickly, then contextual advertising can be an effective tool.
If you want to increase brand awareness and build a loyal audience, then social media and content marketing are the way to go.
Below we will take a closer look at each of the tools and tell you how to use them.

Contextual advertising
What is this: Image, text, and video ads that are shown to users when they search for a query or are interested in a specific topic on the Internet. Contextual advertising is displayed in mobile applications, search engines, websites, and other resources.

How to use

The specialist performs a number of actions:

researches and selects keywords that potential customers use when searching for products or services;
creates engaging and informative ads that will encourage users to click on them;
sets bids — how much will pay for each click on the ad;
uses analytical tools to track the effectiveness of an advertising campaign and make the necessary adjustments.

SEO (Search Engine Optimization)
What is this: a set of measures aimed at improving the position of the site in search results.

How to use

An SEO specialist does the following work:

analyzes keywords — determines what queries users are searching for a product or service;
creates high-quality and unique content that will be relevant to keywords;
optimizes the technical part of the site. The resource must load quickly, have the correct structure, and be well indexed by search robots;
receives links to the site from other authoritative resources.

Email marketing
What is this: systematic promotion of the company and work with customers through electronic mailings.

How to use:

Email marketer:

Collects the email addresses of people interested in products or services.
segments the database — divides subscribers' emails into groups of interest or other criteria to send more personalized messages;
creates attractive and informative emails that will encourage subscribers to take targeted actions;
Sets up automated mailings to welcome new subscribers, abandoned cart reminders, and more.

Content Marketing
What is this: creating and distributing useful and interesting content to attract and retain an audience.

Content Marketer:

maintains a blog on the company's website, publishes articles on topics of interest to the audience;
distributes content to social networks;
creates videos that help visualize information and make it more interesting;
creates visually appealing images that convey complex information in a simple and understandable way.

Targeted advertising
What is this: Display ads on social media to specific audiences based on their interests, demographics, and behavior.

How to use

Targetologist:

determines the target audience;
selects the platforms on which the target audience spends the most time;
creates advertising materials that are relevant to the audience;
Targets by demographics, interests, behavior, and other criteria.

Each of these tools has its own characteristics and can be used to achieve different goals.

It's important to remember that digital marketing is a dynamic field. Tools and technologies are constantly evolving. To be successful, you need to constantly keep an eye on new trends and adapt your strategy.

Measuring the effectiveness of digital marketing: key indicators
Assessing the effectiveness of digital marketing is a continuous process that allows you to understand how successfully marketing campaigns are being implemented and how goals are being achieved. To do this, various metrics are used to help evaluate the results and make the necessary adjustments.

Key Performance Indicators of Digital Marketing
CTR (Click-Through Rate) — click-through rate. Shows the ratio of the number of users who clicked on the ad to the number of users who saw the ad.

How to calculate: Number of clicks / number of impressions * 100%.

CPC (Cost Per Click) — cost per click. Cost per click on a banner ad or ad. Shows the efficiency of budget spending.

How to calculate: The amount spent on the advertising campaign / the number of clicks.

CPA (Cost Per Action) — cost of action. Shows how much the advertiser spends to make the user perform the target action (for example, fill out a form, make a purchase).

How to calculate: the total cost of the advertising campaign / the number of targeted actions.

CAC (Customer Acquisition Cost) — the cost of attracting a client. Shows how much money an advertiser spends on average to acquire one new client.

How to calculate: The total cost of customer acquisition for a given period / the number of new customers for the same period.

CR (Conversion Rate) — conversion rate. Shows what proportion of site visitors performed the target action.

How to calculate: Number of target actions / number of visitors * 100%.

ROI (Return on Investment) — Roi. Shows how much profit the advertiser received from the investments made in marketing.

How to calculate: ((Marketing Campaign Revenue – Marketing Costs) / Marketing Costs) * 100%.

Other important indicators
Reach: The number of unique users who saw the content.
Engagement is the number of likes, comments, shares, and other interactions with the content.
Time on site is the average time a user spends on the site.
View depth: The average number of pages a user views on a site.
How to use metrics
Track the dynamics. Regular tracking of metrics allows you to understand how the effectiveness of marketing campaigns is changing.
Compare with competitors. Comparing metrics with those of competitors helps you evaluate your position in the market.
Optimize campaigns. The data obtained helps to optimize marketing campaigns. For example, if your click-through rate is low, you can try changing your ad titles or improving the visual design.
Make decisions. Based on the data obtained, you can make decisions about which marketing channels and tools are the most effective for the business.
Important to remember
Each company has unique goals and performance indicators.
You should choose the metrics that most accurately reflect your business goals.
To get a complete picture of the effectiveness of marketing campaigns, you need to take a holistic approach and analyze data from various sources.

Marketing strategy
When we talk about digital marketing, it's important to understand that all of the tools described above don't work in isolation. They are interrelated and can reinforce each other. For example, high-quality content can attract new subscribers to social networks, and targeted advertising will help deliver an advertising message to the right audience.

How to Create an Effective Marketing Strategy
Set clear goals. What do you want to achieve with digital marketing? Increase sales, increase brand awareness, attract new customers?
Study your audience. Who are the company's customers? What are their interests, needs, pains?
Select the appropriate channels. Based on the goals and audience, determine which digital marketing channels will be most effective.
Develop a content plan. You can create a posting calendar to keep your content systematic and engaging.
Track results. It is advisable to use analytical tools to track the effectiveness of campaigns and make the necessary adjustments.
Example of a comprehensive strategy
Imagine that you have opened a small online store that sells natural cosmetics. You need to attract new customers and increase brand awareness.

Content marketing. You can write articles about the benefits of natural cosmetics, mask recipes, product reviews.
Social networks. On your Pinterest and VKontakte accounts, you can share beautiful product photos and inspiring ideas.
Email marketing. Collect email addresses of website visitors and send them newsletters with news, special offers, and useful tips.
SEO. Optimize your site for search queries related to natural cosmetics.
Targeted advertising. Launch social media advertising campaigns aimed at women interested in natural cosmetics and a healthy lifestyle.
Such an integrated approach will allow you to achieve better results than using one tool.

Let's summarize
Digital marketing is a set of activities aimed at promoting goods and services using Internet technologies. It allows you to reach a wide audience, measure the effectiveness of marketing campaigns, and adapt to changing consumer needs.
The main digital marketing tools are contextual advertising, SEO, SMM, email marketing, content marketing, and targeted advertising. Each has its own characteristics and can be used to achieve different goals.
The key performance indicators of digital marketing are CTR, CPC, CPA, CAC, CR, and ROI. They help you understand how successful your marketing campaigns are and what areas need improvement.
To achieve maximum results, it is necessary to integrate various digital marketing tools and create a single promotion strategy.
Remember that digital marketing is This is a dynamic field, and to succeed, you need to constantly learn and adapt to new trends.