We cannot deny how helpful digital marketing has been over the past few years since the COVID-19 pandemic. As more people use the internet to shop online, businesses have no other choice but to adjust to the sudden shift in consumer behaviour.
Apart from completely embracing digitalisation, they also implement effective digital marketing strategies to their campaigns to stay afloat in Singapore. Both of these became possible with the Productivity Solutions Grant (PSG), which the government has expanded to digital marketing solutions to provide enough funding support to small-medium-sized enterprises (SMEs).
With the continuous growth of internet users worldwide, it is safe to conclude that digital marketing is an excellent way for businesses to build brand awareness and generate sales. However, before you jump straight onto the bandwagon of digital marketing, you need to learn about it to work your way up and get ahead of your competitors.
Read through this article to get you started and learn digital marketing.
What Is Digital Marketing?
Digital marketing is marketing that takes place exclusively online. The act of promoting and selling items and services over the internet is provided to online users, often known as netizens.
A netizen is a term used to describe someone who uses the internet to search, explore, watch, listen, communicate, and shop. Whether big or small, businesses use different types of digital marketing in Singapore like search engine optimisation, email marketing, and others to target them.
How Does Digital Marketing Work?
Digital marketing works by incorporating tried and tested marketing techniques. Listed below are some examples of digital media used for marketing:
- Online reviews take the place of the word of mouth that family and friends share.
- GIF or digital content creation (infographic post) are digital versions of flyers that passers-by receive on the street.
- Instead of receiving snail mail, customers can receive a subscribed newsletter via email.
These are just examples of how digital marketing works and what businesses did to adjust their marketing strategies so they will become available and accessible online.
4 Types Of Digital Marketing
1. Search Engine Optimisation (SEO)
Businesses use this type of digital marketing to increase the visibility of their website and online presence on search engines like Google, Bing, and Yahoo!
Implementing proper SEO does not only help drive organic traffic to a website but also increases its search engine rankings, increasing its visibility on search engine results pages (SERPs).
2. Search Engine Marketing (SEM) / Pay Per Click (PPC) Advertising
In contrast to SEO, SEM involves bidding for keywords/phrases related to your products or services. Your SEM ads will appear on Search Engine Results Page (SERP) when people search for the keywords you bid on. The visibility of your SEM ads will highly depend on the competition and search volume of your preferred or bid keywords.
Apart from deciding on how much you want to bid for particular keywords or phrases that you want your potential customers to see on SERPs, you can also choose what time of the day your SEM ads appear.
For example, if your SEM ad is about pizza, you can schedule it to appear during meal times like lunch or dinner since that is when most people crave something to eat.
Customising the time displayed on your SEM ads helps you manage your advertising budget.
This image is an SEM/PPC example on Google’s SERPs.
If you use SEM, expect to pay for every number of clicks your paid digital marketing campaign receives. That is where pay per click advertising, its alternative name, derives from.
3. Social Media Marketing (SMM)
SMM is another type of digital marketing that businesses use to promote products or services on social media platforms like Facebook, Instagram, Twitter, TikTok, YouTube, LinkedIn, etc.
With the continuous growth of social media usersworldwide, no business will think twice not to interact, connect, and communicate with their potential customers on a much personal level.
4. Email Marketing
Email marketing allows you to interact, connect, and communicate directly with your subscribers, which can be your new or existing customers. All you need to do is encourage visitors to subscribe to your newsletter so they will become part of your email list.
An email list is similar to a contact list that mobile devices have. Having the email addresses of your customers gives you an opportunity to let them know about your campaign and the newest products or services that you offer. As long as they have access to their email, you can expect them to check out and read the newsletter emails you sent.
ALSO READ: A Beginner’s Guide To Email Marketing
Digital Marketing Trends
Looking at these types of digital marketing, you can surely reach out to your potential customers if you do them correctly. The only thing left that you need to incorporate in your marketing strategy to get ahead of your competitors is to take advantage of the latest digital marketing trends.
Watch this video to find out what digital marketing trends the year 2022 have in store for businesses:
2 Digital Marketing Campaign Examples
1. Netflix’s ‘Squid Game’
Watching movies or series on Netflix has become everyone’s favourite pastime, even more so during the lockdown. Even though many of its shows became viral, the effect of Squid Game is on a different level.
Apart from global viewers sharing various ways to mimic Squid Game on IG reels and TikTok, brands also took the opportunity to incorporate it in their digital marketing strategy, including Netflix itself:
This post of Netflix on Instagram garnered 747,265 likes, and many more brands will sure do the same for the upcoming season 2 of Squid Game:
View this post on Instagram
2. Jennifer Lopez’s #InTheMorningChallenge
Jennifer Lopez established a dance challenge on Instagram to promote her new song. As a result, many of her fans imitate what she did in the video. They danced in their pyjamas and OOTD outfits.
Now is your time to watch it if you have not already. Here is the link to her original post:
View this post on Instagram
With over 14 million views and hundreds of shares and posts across various social media platforms, this campaign is, without a doubt, a success. If you went to her original post, you will notice it is still garnering a lot of attention even today.
To learn more about digital marketing, check out OOm’s blog. You can also reach out to our digital marketing agency at +65 6391 0930 or contact us to learn everything you need to know about digital marketing.