What is Digital Marketing?

Also known as online marketing, is the promotion of brands, products and services online. This can be done by using search engines, social media, online content, and paid advertising depending on business objectives.

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Types of Digital Marketing Services 

Social Media

Pay Per Click

SEO

Content Marketing

Social media marketing is comprised of two crucial elements. Paid social, and organic social. Using paid social media enables brands to put their social media posts in front of the right audience. Platforms like Facebook and Twitter track a wide range of demographic and interest data of their users. This information can then be used by paid social media specialists to ensure a brand’s post is seen by the people more likely to be interested in it and therefore click, engage or convert (depending on the objective). Paid social media posts are always marked as such. Organic social involves posting about news or products on your social channels for free. It provides a means by which organisations can showcase their content to an engaged community producing a high turnover of easily consumed, quality content. Social media marketing also plays an important role in retaining existing customers. It allows brands to respond to queries and complaints which is a critical part of audience retention.

PPC stands for ‘Pay-Per-Click’. This is a type of online advertising where brands pay a fee every time their adverts are clicked on. It is the job of the PPC advertiser to create these ads. There are two main types of PPC adverts, the ones that appear in SERPs and ones that appear on web pages. Search engine advertising is the most popular form of PPC with the role of the PPC marketer being to bid for search terms relevant to their client’s customers (mostly on Google Adwords). This ensures them a place in the sponsored links at the top of the SERPs.

E.g. if you type in a keyword like ‘running shoes’ into Google and the first advert that appears is asics.com, then this means the PPC marketers working for Asics have won the bidding for the term ‘running shoes’. If Asics are 'outbidded' for that particular keyword then they will lose their position at the top of the results.

SEO stands for Search Engine Optimisation. This is the collaborative use of techniques to leverage organic search engine rankings. ‘Organic’, in this sense, refers to the search results that are not sponsored (see PPC for paid search results). For a brand, having its website ranking on the first SERP (search engine results page) vastly improves its online visibility and, therefore, click-through rate. Ranking in the top three organic search results is the ‘holy grail’ of SEO. Techniques used in SEO include link-building, site auditing, improving site speed, keyword targeting, and generally ensuring websites are fully optimised for search engines.

Content marketing is the strategic and creative approach to the production and sharing of content with a view to satisfying business objectives. Content can vary in terms of location and format. It can take the form of video, image, copy, articles, blogs and graphics. Content is usually divided into two categories, onsite and offsite. Onsite could be the copy on your website or a describer video your website‘s homepage, whilst offsite might be a byline created for your favourite online publication. Depending on the brands digital marketing objectives, content marketing is used to increase brand affinity by engaging new customers and encouraging existing customers to return (supporting SEO and leveraging Social Media), maintain regular content output, and PR.

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