One avenue is to turn digital. Digital marketing has been growing steadily since the public began using the Internet in the late 80s.

In fact, 86 percent of marketing professionals use one or more digital marketing channels to increase brand awareness.

For those who are unaware, digital marketing, also referred to as online marketing, involves all Internet-based marketing techniques, from SEO and PPC to social media marketing.

But while it’s easy to identify digital as the up-and-coming marketing trend, it’s not as easy to dive into this new space. To help, read on to discover more about digital marketing, including five digital marketing tips and tricks for success.

What is a Digital Marketing Strategy?

An effective digital marketing strategy involves assessing your brand’s goals and determining which of them can be achieved via online channels.

In a day and age whereby many customers transact business using their mobile devices, a well-executed digital marketing plan is critical to success.

Importance of a digital marketing strategy

There are many reasons why all businesses need to have an effective digital marketing strategy. With 84 percent of the United States population being mobile Internet users, you need to make sure that you get in front of this audience via mobile apps, social media, email, and such like.

The majority of people today engage with advertising materials that combine different content types, including audio, video clips, and photos. It is much easier to incorporate all of these kinds of content into digital marketing than any other approach. However, you do need to have a strategy to make sure this is done effectively.

Your digital marketing strategy will also cover tracking and analytics. This is one of the great things about digital advertising; not only can you communicate with customers but you can track their interactions with your business. You can see which ads are the most effective, ensuring you refine your efforts and continue to have more and more success.

Different digital marketing channels

Before we reveal how to be successful in digital marketing, let’s take a look at some of the different digital marketing channels you can use.

  • Mobile marketing
  • Affiliate marketing
  • Pay Per Click
  • SEO
  • Content marketing
  • Email marketing
  • Influencer marketing
  • Social media marketing

5 Tips for Successful Digital Marketing Strategy

Now that you have a better understanding of what a digital marketing strategy is and why it is so important, here are five important digital advertising tips:

1. Do Your Research and Know Your Audience

Knowing your audience can make the difference between a successful campaign and a complete flop. Martin Jones, Sr. Marketing Manager for Cox Communications, writes, “more often than not, the problem is a disconnect between you, the content creator, and your audience.

Since the digital landscape allows you to target a specific audience, as an advertiser you can now narrow your message to individualized groups. For example, one of Microsoft’s latest Xbox One campaigns, which featured 360° video, may resonate more with an audience of people aged 18-24 rather than 58-64.

Audience research

You have to know your intended audience before you can appeal to them directly.

2. Stay Current with Your Industry and Its Trends

Keep in mind that trends come and go depending on the industry and marketplace. Some, like fashion and tech Brands, have to maneuver through rapidly changing landscapes, while others remain unchanging year after year. If you’re part of the first, stay mindful of all changes, think twice before using a reference to a movie that was ‘so hot’ a couple of years ago, and double check all current media offerings before launching a campaign solely on static banner ads. Since the digital marketplace is always evolving, you must stay up to date on all its possibilities.

3. Utilize Social Media and Create Two-Way Dialogue

Think of a linear approach as traditional marketing. Traditionally, Company A has product X and runs a commercial on a couple of networks. Company A can’t measure success until the campaign has finished and they have gathered statistics on audience reception.

This is when a nonlinear approach comes in handy. Digital marketing allows you to engage the consumer in conversation. You’re no longer a Brand talking at them; you’re now talking to them and allowing them to respond, effectively creating a conversation.

For example, this is where social media comes into play. By including social media in your digital marketing strategy, you will not only be able to engage in conversation with your audience, but you’ll also be promoting company branding and awareness to the 2.5 billion people who use social networking sites.

It’s all about talking with your audience and getting their response. As Seth Godin, marketing wizard, says, “Why use social media? Marketing is no longer about the stuff that you make, but about the stories you tell.

4. Diversify and Use Different Marketing Tools

Don’t just stick to one medium — use social media, email marketing, SEO, SEM, even virtual reality and augmented reality. The rate at which people use smart technology, whether it’s an iPhone, tablet or something else, has grown exponentially in recent years. By engaging with multiple platforms, you maximize the potential reach of the information you are trying to disseminate.

5. Create a Memorable Brand Experience

Customers today come into contact with hundreds of Brands per day and retain only a couple of meaningful campaigns. To be part of the latter, you should always try out new avenues of technology.

For example, a while ago HBO hosted a Game of Thrones exhibition called “Ascend the Wall”, that transports users to the fictional Castle Black. The campaign managers used immersive technology complete with temperature change, surround sound, and the Oculus Rift, to create an environment so realistic that it made viewer react as if they were on the side of a tall building. By engaging people in a new way, this campaign not only got the attention of the viewer, but also of other media sources.

To best maximize your digital marketing, remember to stay current on both your client’s needs and current digital offerings. In a marketplace that is over saturated with voices, make sure that yours is clear and memorable, and can be heard over all avenues.

Tip Roundup and TL;DR

Our digitally inclined world demands digital services. Don’t be caught off guard, adapt! In case you missed it, here’s the tl;dr version of the digital marketing strategies tips we covered today:

  1. Do Your Research and Know Your Audience
  2. Stay Current with Your Industry and Its Trends
  3. Utilize Social Media and Create Two-Way Dialogue
  4. Diversify and Use Different Marketing Tools
  5. Create a Memorable Brand Experience