WHAT IS DIGITAL MARKETING?

Digital marketing is an overall term for marketing activities carried out online. By using new media, products or services can be marketed online, for example. Companies can contact customers via various channels and convince them with targeted content.

Examples of digital marketing

• content marketing
  Content marketing is all about planning, creating and distributing content that is useful to target groups and solves users’ problems.
• email marketing
  Email marketing consists of sending digital messages to inform the customer about current topics or news.
• inbound marketing
  Inbound marketing includes an overarching corporate strategy. Information and content is used to draw the attention of potential customers to the product or brand. In this way, users can later be acquired as potential leads and generated as customers. The customer journey should be designed as appealing as possible right from the start.
• mobile marketing
  Mobile marketing describes digital ads, websites or images optimised for mobile devices. This requires a responsive design so that the content can be used perfectly for the user.

Digital marketing trends

Digital Marketing Trends are new tools and methods in the field of digital marketing as well as the changes and approaches of already existing tools and methods.

5 Trends in digital marketing

1. artificial intelligence
   AI has come to the fore in the age of digitisation. New technologies can, for example, provide a competitive advantage or open up new markets.
2. chat bots
   The chat bots will continue to be found more and more on websites in the future, as automated communication will become increasingly important. The advantage of chat bots is that they can conduct customer conversations at any time of the day, which is not possible in contrast to humans.
3. interactive contents
   Through interactive content, target groups can interact directly with the offer. 360 degree videos or augmented reality can be used to promote interaction with the customer. The new content gives the customer the feeling of being connected with the brand.
4. voice search
   A voice-controlled search is also one of the trends in digital marketing. Voice control also changes the keyword structure, as long sentences become more important. Therefore, companies must also adapt their SEM strategies and content.
5. shoppable posts in the social networks
   With social commerce, products can be purchased directly via the social media posts or advertisements without leaving the app. The aim is to enable customers to take fewer steps to the purchase.

B2B: digital marketing

What exactly is B2B?
B2B (Business-to-Business) refers to the relationship between companies, regardless of whether they are products or services. In contrast, B2C (Business-to-Consumer) is the relationship between companies and customers.

B2B meaning for marketing
In B2B marketing, the focus should be on areas that are not directly aimed at the customer. So there are companies on both sides.

B2B Marketing Strategies

Marketing strategy step by step

1. set objectives
   The first step is to define the objectives of the strategy. These should not just be decided on the basis of gut feeling, but should be backed up with facts and figures. Figures such as leads, sales or awareness can be used for this. In this way a target/actual comparison can be made.
   Once the goals have been set, a competitor analysis can be carried out to rule out unrealistic goals.
2. market analysis
   The market analysis should be used as a basis for the defined objectives. Processes and measures necessary to achieve the objectives should be defined. External influences should also be taken into account. Important are: The competitors, the market (including target groups and economic situation). Furthermore, influences such as the current situation should also be taken into account.
3. define target group
   If the marketing strategy is not focused on the customers, the best strategy is useless, therefore the target group should be defined and buyer personas should be created.
4. choose the right channels
   Important for the B2B marketing strategy is also the choice of channels on which the content is distributed. This requires a precise understanding of

Summary
Digital marketing is part of a good marketing strategy. The target groups and their behaviour is essential for companies to be successful and to win new customers.target group and the market. Often it makes sense to focus not only on one possibility, for example, perhaps not only search engine optimisation but also communication via social media.

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