Digital marketing or internet marketing or online marketing, they are all the same.
But this article is not about the synonyms of digital marketing.
It’s about digital marketing and its principles I wish I knew before.
Cause digital marketing is a wildfire which is growing on an alarming rate and I don’t think it’s ever going to stop.
The only reason is digitalization.
Internet is everywhere and people are on intent.
Intent to solve their problems, intent to buy.
As Jeff Bezos said -
Digital’s role in our lives has reached new heights, with more people spending more time doing more things online than ever before.
In fact, a research done at Hootsuit in January 2020 about total population, internet users, unique mobile users and social media users.
Out of 7.75 billion total population, they found out internet users sum up-to 4.54 billion.
Which is more than 58%.
Now tell me, as a marketer.
Where would you prefer to promote your brand or business to get customers and ultimately make sales?
It’s a no brainer.
Internet marketing or digital marketing is reaching new heights and if you’re still an offline mode guy/gal then you are leaving a whole bunch of money on the table.
And I don’t want you to suffer that fate.
So here are the major digital marketing principles and digital marketing as a whole which I wish I knew before.
For you to learn and get successful in your marketing efforts.
Before we go any further let’s discuss some of the basic terms of digital marketing such as its definition, examples and why it matters.
What is digital marketing?
“Digital marketing is the kind 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.
Or in a simpler version.
Digital marketing is form of marketing or advertising that requires digital devices.
This is the reason digital marketing is spreading like wildfire because of the growth in digital devices and applications such as emails, websites, search engines, you name it.
Digital marketing examples
Remember TV ads?
Which comes every 10 minutes of the movie.
Whenever amazing scenes come or right before the suspense they stop the movie and start showing ads.
That’s a digital marketing example.
Companies advertise their products or services right in the middle of the movies.
Those days are long gone, people now spend more time on Netflix or Amazon prime.
Even till this date those companies show ads on TV and sometime they go one up.
They advertise on billboards.
Sometimes big companies start a billboard war like this one between Diary Milk and 5-Start chocolates.
Which got quite a few laughs.
Even though conventional billboards are dead.
But billbords are still one of the biggest advertising business.
Big brands still spend millions of dollars on billboard advertising.
And since this article is on digital marketing so billboards have gotten digital too.
Image Source: Agoda
The Times Square
This is a great example of digital billboards.
330,000 people pass through Times Square daily.
Can you imagine that?
Approximately 330,000 people pass through Times Square daily, many of them tourists, while over 460,000 pedestrians walk through Times Square on its busiest days.
Making it one of the best advertising places in the billboard category.
You might be wondering what’s the cost, right?
The owners of 1 Times Square - the tall tower in the middle of the intersection of Broadway and Seventh Avenue say they make $23 million a year from the billboards that cover it.
It costs between 1-4 million a year if you want to buy one of those flashy, digital or neon billboards that light up in the New York's Times Square, according to the Wall Street Journal.
Which makes it the most expensive set of billboards in the entire world.
And for short term plans a billboard can range in cost from $5,000 for a 1 day program to well over $50,000.
Typically, the minimum amount of money required to advertise for a short amount of time 1-3 days ranges between $5,000-$25,000.
Final question, what’s the point of telling all that?
The point is marketing is never going to stop, be it in conventional style or in digital style.
Marketers pay the price, keep their business running and change everyone’s lives and in return they get paid and live a life of FREEDOM.
Since you’re also a marketer and wanting to learn more about digital marketing in your own space, keep reading this article further.
I’m about to share some of the other major digital marketing principles which I wish I knew before.
Are you ready?
Here we go.
But before one more final question.
Why do digital marketing?
First things first, people are going digital meaning your potential customers spend more time on internet and social media.
In fact, 90% of businesses owners have said social media alone has increased their business exposure according to Hubspot.
Imagine what will happen when you run ads on them and pay those platform to bring your potential customers?
Your buyers list will be bombarded.
In fact, facebook advertising a digital marketing strategy made Facebook a whooping of $55.8 billion total revenue in 2018.
Out of which $22.1 billion is its net income.
Just from Facebook ads.
Image source: Investopedia
98.5% of the Facebook’s income just comes from advertising.
What's all this telling us?
Facebook is the most preferred channel for digital marketing today.
This is why big brands and companies are running Facebook ads and burning ton of money on Facebook to acquire new leads and customers.
Results : They are doing successful business and scaling their business’s revenue.
An example of a successful Facebook ad.
So Facebook ads is a total no brainer for your digital marketing.
Because without digital marketing strategy you will miss opportunities and lose business.
We have talked about digital marketing, its examples, strategies and it benefits in the current world.
Now let’s talk about the deep digital marketing principles which can amp up your digital marketing in no time.
Principle #1 AIDA
It stands for Awareness, Interest, Desire, Action.
Sometimes Awareness often called Attention.
The AIDA model was developed in 1898 by advertising and sales pioneer Elias St. Elmo Lewis.
And, it has become the backbone of almost every successful advertising digital marketing campaign since.
And yes, it still works today like miracles.
How does it work and why is it so successful?
Image Source: Clickfunnels
Awareness: Grab the reader’s attention and make them aware about your brand via marketing content or a valuable baseline offer or both.
Interest: Provoke interest of your targeted audience with fact, statement, or allowing them to experience some quick wins.
Desire: At this stage your targeted audience already knows about their burning pains and desires and here they should know that your premium offers can help solve their problems.
Action: Here you need to give them a call to action which is to purchase.
AIDA work miracles on most of the digital marketing or advertising channels today.
Be it on Google ads, facebook, Instagram, YouTube, blogs or even on podcasts.
Let’s breakthrough with the help of our successful Facebook ad.
This Facebook ad campaign grabs your attention with a compelling headline.
And crafting image is placed in the center, enough for a craftsperson to stop scrolling the feed.
They get you interested in the thought of “no one should craft for nothing”.
Then, they provoked your desire with a beautiful picture of crafting.
Lastly, they given a call to action to seal the deal which is “Sign Up”.
No wonder AIDA model works miracles in digital marketing world.
Principle #2 PAS
It stands for Problem, Agitate, Solution.
This is one of my favorite digital marketing principle of copywriting which I use all the time.
These principles or formulas of copywriting are still around for one reason, they work.
Here’s how it works:
Problem: Grab the reader’s attention by addressing their burning pains that they need to solve.
Agitate: Make them troubled or nervous buy telling them what’s the consequences of not fixing their problems.
Solution: Give them solution with actionable steps like your product or service.
Here’s a great example of PAS formula in action.
You’re addressing a problem by telling –
“Tired of girls not looking at you? You’re not alone.
There are thousands of guys who are trying everything to get women to pay attention to them: wearing v-neck t-shirts, riding heavy motorcycles, running in short shorts.”
Now it’s time for agitation, my favorite part 😉
“But alas, at the end of the day, you just want a nice woman to hold you as you fall asleep.
But that will never happen until she thinks you are a man. And that day will NEVER come unless you do something about it.”
Ultimately it’s time to seal the deal. It’s time for prescription solution.
“Like learn how to tame a grizzly bear. With your bare hands. Check out this video.”
So why does it work so well?
Because it taps into one of the most powerful emotions:
If you don’t do something about that, women will never come to you.
And whoever’s burning pain is not being able to talk to women and building great relationships they will stick to it and ultimately will take the action.
In fact, PAS model doesn’t only work for advertising and digital marketing.
You can also use to structure your blog posts and articles.
It will give a reason for readers to stick around.
If you don’t address a problem that the reader has to solve right now, there’s no urgency for your readers and potential customer to stick to your content.
The first distraction will send them on another path.
However, if you can write like the above example, people won’t be able to look away.
They will be glued to your content just like flies glue to sweets 😉
Principle #3 Personalization
The last principle I want to share with you guys is personalized efforts.
In fact, according to a study, nearly three-fourths, 74% of online consumers get frustrated with content appears that has nothing to do with their interests.
For example - Offers, ads, promotions or any content types such as blog post, podcast audio or YouTube videos.
You can’t expect people to take action as you direct them by showing irrelevant content.
Look at the example of Amazon.
Whenever you search something on the Amazon search bar, it shows you relevant products in at the bottom.
If the gigantic ecommerce company is doing it then it’s a clear sign it works and it amps up the sales and revenue.
Personalization is now affecting everything about digital marketing.
Be it with your ad copy, blog posts, email marketing or even the user experience of your website.
Business and brand which are starting to implement personalization are already seeing 20% increase in their sales.
Personalization will make the users easily understand that they are at the right place and they get a feeling of getting heard.
Which is by far the most important for the success of your digital marketing.
When people get the feeling being heard they tend to respond very well.
Some of the ways to make your digital marketing personalized.
Write in first person such as I, YOU etc…
Show your readers or potential customers relevant content.
If they are reading your article on email marketing then show them something like email list building strategies.
When you send your newsletter to your subscribers try to include their name either in the subject line or inside the email body.
There you have it.
I just showed you three principles of digital marketing which I think by far is the most important thing for every marketer.
You now know a lot about digital marketing and it strategies.
Now I would like to hear from you.
Which principle are you going to apply first?
Which principle gave you Ah-Ha moment and is your favorite?
Let me know in the comments!
I read and reply to every comment.