Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Since it was developed in the 1990s and 2000s, technology for marketing has changed. Digital marketing campaigns became widespread as people increasingly used digital devices rather than in-person shopping. As digital platforms become widely integrated into marketing plans and everyday life. Employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace.
One or more online channels and techniques (omnichannel) can be used in digital marketing strategies to increase brand awareness. The following methods/tools may be used to build brand awareness:
- Search engine optimization (SEO)
Business websites and brand-related content may be made more visible with search engine optimization techniques for common industry-related queries. With the growing influence of search results and search features such as featured snippets, knowledge panels, and local SEO on customer behavior, SEO has become increasingly important to increasing brand awareness. Search engines work by crawling the web using bots called spiders. By following links from one page to another, these web crawlers find new content to add to the search index. Using a search engine, relevant results are extracted from the index and ranked according to an algorithm. As complicated as that sounds, it is. Nonetheless, you need a basic understanding of how search engines find, index, and rank content if you want to rank higher in search engines.
- Search engine marketing (SEM)
Paid search, also known as SEM, involves the placement of ads in prominent, visible positions on search results pages and websites. A positive impact of search ads on brand awareness, recognition, and conversions has been demonstrated. The advertiser bids on keywords that users of services such as Google and Bing might enter when looking for certain products or services, which allows their ads to appear alongside search results when users enter those keywords. Approximately 33% of searchers who click on paid ads do so because they are directly related to their search query.
- Social media marketing
The social media revolution has changed our society and the way we interact with one another. Marketing on social media platforms aims to increase brand awareness for 70% of marketers. Social media marketing teams use Facebook, Instagram, Twitter, and YouTube as their primary platforms.
- Content marketing
56% of marketers believe personalized content, such as blogs, articles, social media updates, videos, and landing pages, are helpful in boosting brand recognition and engagement. Mentionlytics claims that blogging, social networking, and interactive content strategies can improve brand awareness and loyalty by 88% when combined. This can be done via various approaches like-
- Infographics -These are generally long, vertical graphics that include statistics, charts, graphs, and other information.
- Podcasts- As this format for content production is growing, some brands have become interested in the value that podcasting can bring to their business. Podcasting allows brands to communicate to a captive audience. With lifestyle on-the-go, the power to have the podcasting on demand allows companies and brands tell their story anywhere at any time, which helps to establish authority in your industry and create advocates brand along the way.