Many businesses rely on their websites to gain traction in the marketplace. But, if you’re looking to grow your business through online marketing, you may be wondering what specific skills and knowledge you need to develop.
You’ll have to become an expert in digital marketing to hit the ground running. However, to put things in perspective, before you begin specializing in this area, you should learn general online marketing to put it into practice.
Key Differences Between Online Marketing and Digital Marketing
If you’re new to the world of digital marketing, it can be hard to know where to start. There are a lot of tools and technologies, marketing platforms, and instruments you can use to measure results. This can make it overwhelming to know which ones to use and how to use them effectively.
To help you get a handle on the field, let’s examine the key differences between online marketing and digital marketing.
Key Differences In Marketing Focus
One of the first and most important differences between online marketing and digital marketing is in their focus. With online marketing, you typically have more of a broad focus – attracting, engaging, and retaining customers. The good news is with the right plan and strategy you can accomplish all of this – and more – through digital marketing.
When you work with a digital marketer, they will help to set your focus and guide you through the process of forming a marketing strategy. For instance, you may want to focus on acquiring new customers or expanding your existing customer base. Or you may want to target a particular group such as existing or potential customers based on their demographics, psychographics, or behavior.
Key Differences In Targeted Marketing
You can also use digital marketing to target and engage with specific groups of customers. This type of marketing is often referred to as ‘customer-focused’ or ‘segmented’ marketing. With targeted marketing, you are very much focusing on one group of people – whether it is current customers, potential customers, or even past customers.
For example, you may want to send a quick email to your past customers announcing some new products or offering a special promotion. Or you may want to target a certain group of people based on their demographics or behavior and show them special offers that are only available to them.
Key Differences In Sales Funnel
Another important distinction between online marketing and digital marketing is in how they approach and structure traditional sales funnels. Answering yes to the question “Do I have a sales funnel?” puts you squarely in the camp of most businesses. You’ll also likely have heard of a sales funnel, as it is an important element in marketing and advertising. Traditional sales funnels were created to track the steps a person takes from initial exposure to a product or service to ultimately making a purchase.
In the case of online marketing, the funnel will look more like a stage and each step will be a distinct milestone. For example, you may have a ‘social media presence’ milestone that includes setting up a presence on various platforms such as Facebook and Twitter.
From a business’ perspective, you will want to look at the funnel as a whole. Are you gaining traction and how much? Have you established key milestones along the way? Are you meeting your sales goals?
Key Differences In Measurement
Because of the variety of tools and strategies that fall under the category of digital marketing, it is important to have a way to measure the success of your campaign. Without measurement, it is difficult to determine whether or not your campaign was a success. This is why most big business depend on digital marketing metrics such as website traffic, social media activity, and search engine rankings to gain valuable information.
Often, businesses that rely on traditional marketing measures to gauge their success may be discouraged or confused as to why their numbers are not improving even though they are using the same methods they always have. This makes it even more important to have a way to measure the success of your digital marketing campaign. Once you do, you will be able to determine which strategies are helping you and which ones you need to scrap. This way you can continually improve and enhance your performance in future campaigns.
Key Differences In Process
Another important distinction between online marketing and digital marketing is in how they work. In general, with online marketing you will be launching a number of different campaigns using a variety of platforms and instruments. You will then be measuring the results of each campaign individually. This means you will have to rely on anecdotal evidence to determine which strategies are working and which ones you should scrap.
As a business owner, you will have to make a decision on which campaigns to continue pursuing and which ones to cancel. The better your information and data, the easier this will be. To put it simply, having better information is better than having poor information. So, with that in mind, it is important to develop a plan to systematically collect and analyze marketing data.
On the other hand, digital marketing is all about execution and following a defined plan. With digital marketing, you will be creating and executing a number of different marketing campaigns on the same or different platforms. Once these campaigns are launched, it is all about measuring the results and determining which ones worked and which ones you should ditch. This is a much more methodical and logical process that requires a lot less guesswork.
If you’re looking to grow your business, dive into online marketing. By learning the ins and outs of this arena, you will be able to harness the power of the internet to grow your business.