Top Digital Marketing Tools for Business Success

According to one definition, digital marketing is the achievement of marketing goals through the use of digital means, data and technology.

Digital marketing is gradually becoming the main tool for promoting and influencing consumer behavior, or rather their desire, or vice versa, reluctance to make certain purchases. Digital marketing makes it easy to obtain information about consumers, quickly analyze it and respond to the dynamics of their requests and desires.

Modern marketing is focused not on the product, not on the needs of the client, or even on the values ​​of the person, but on maximum personalization and quick communication with the client using digital technologies.

Effective use of digital marketing requires in-depth analysis many aspects of the company’s promotion work, including:

1. Competitor analysis
Helps avoid mistakes and activates the search for new ideas for content published on social networks and other platforms designed to attract the target audience.

2. Target audience analysis
It is necessary, first of all, for
using targeted advertising and obtaining a sufficient amount
“leads” in minimal time and costs.

3. Development of a company promotion strategy
Includes building a sales funnel, calculating the advertising budget, increasing awareness, which can be achieved by promoting posts and videos on social networks, and increasing audience engagement.

4. Lead generation
Collection of a database of potential clients and data about them. Lead generation campaigns may be more explicit in encouraging customers to leave their contacts, while regular content created to increase awareness may not have such features and may simply be educational and interesting.

Let's take a closer look at the various digital marketing tools.

The first tool is SMM promotion. The abbreviation stands for “Social Media Marketing”. This is a set of measures to promote a company in social media and attract audience attention to its brand using social platforms.
The popularity of SMM has grown exponentially following the global surge into the online environment due to COVID. More and more people are looking for the information and products they need not just on the Internet, but on social networks.

The complexity of this type of promotion lies in the need to update content (at least once every two days), constantly monitor trends and news that need to be covered in a timely manner to be useful to the audience and provide relevant information, as well as the willingness to constantly create new formats due to high competition social networking market. Account activity analytics (at least once a month) is also an integral part of SMM promotion.

Targeted advertising is closely related to SMM promotion. Among professional marketers, targeted advertising is considered advertising that meets one of the two conditions below.

Thus, it is an integral part of successful SMM promotion. Of course, the content can be excellent and interesting, and clearly targeted at a specific audience, but a much greater effect can be achieved using the settings of social network advertising accounts. These settings allow you to show content to exactly those people in whom the promoted company is interested. Targeted advertising can be customized based on many aspects, from gender, age and location to people's interests and typical online behavior. As already mentioned earlier

The next digital marketing tool is contextual advertising.

Unlike targeted advertising, this type of advertising is shown to users not on social networks, but on search engines. Working with such advertising requires creating a specific platform, for example, a website, landing page or taplink.

The main model used by contextual advertising specialists is PPC - this is an advertising display model in which payment is made per click. The abbreviation literally stands for Pay Per Click, which means “pay per click”.

PPC specialists create special quiz forms that require the client to answer basic questions to specify what product or service he is looking for. These specialists also often install lead forms on websites to collect contact information about potential clients, allowing sales managers to contact interested people.

A well-known tool for improving the effect of contextual advertising is SEO optimization (search engine optimization) - these are measures to promote sites in search engine results, which consists of increasing the site’s place in search engine results for certain queries so that the site appears as high as possible in search results.

The work of SEO specialists includes collecting the semantic core, that is, keywords that help potential customers get to the company’s website, as well as optimizing the site structure to increase the conversion of visitors (if necessary).

While content takes center stage, technical SEO works behind the scenes to ensure websites are searchable and indexable. These include optimizing website structure, increasing loading times, ease of use on mobile devices and secure connections.

Another digital marketing tool is email marketing (newsletter), the goal of which is “to increase conversion, talk about a specific product and strengthen brand awareness.”

Emails can include information about exclusive offers, industry news, tips, or simply serve as a reminder about the brand. Through email marketing, you can present your audience with exclusive offers available only to newsletter subscribers, as well as share useful collections, current discounts and guides.

• Cost-effective

Requires minimal investment compared to other marketing methods.

• Targeted and Personalized

Allows you to run campaigns tailored to specific audiences, increasing engagement.

• Measurable results

Detailed analytics help you track and improve campaign performance.

• Increase brand awareness

Regular emails will keep your brand top of mind.

• Automation

Saves time with automated series of greetings, reminders, and follow-ups.

• Spam and Delivery Issues

Ensuring that emails reach your inbox can be challenging.

• Overcrowded inbox

Competing with multiple emails every day makes it difficult.

• Compliance and Privacy

Requires compliance with regulations such as GDPR and CAN-SPAM.

• Content Creation

Maintaining interest requires high-quality, engaging content.

• Unsubscribe

The risk that recipients will unsubscribe or react negatively to frequent emails.

Of course, this type of marketing is significantly different from the ones listed above and has many complexities, but for some industries it can be very useful. Through email marketing, you can present your audience with exclusive offers available only to newsletter subscribers, as well as share useful collections, current discounts and guides.

In the era of digitalization, influencer marketing is becoming a brand promotion strategy, where the key figures are popular bloggers and stars with multi-million audiences on platforms like YouTube, Instagram, TikTok and Facebook. The sector has seen impressive growth, increasing tenfold over the past five years, with a return on investment of 5.5 times for every dollar invested.

With the advancement of artificial intelligence and machine learning, digital marketing tools are becoming even more powerful. They are able to analyze large amounts of data to predict customer behavior and create even more personalized marketing campaigns.