Imagine a simple funnel, all those who are somehow familiar with our organization, our products or services through marketing activities, funnel inputs, and all those who end up buying, funnel outlets (customers Are real). That is, the ratio of buyers to real customers is less than one and a small number. Although finding more input increases the likelihood of sales, the number of sales, in addition to marketing activities, also depends on the various steps designed in the sales funnel.

Digital marketing is one of those words that has been around for many years and at the same time not only many business owners but also many marketers do not use its meaning properly.


But what exactly is digital marketing? "Digital Marketing" is a term that has been used since the early 2000s; But this concept has existed for much longer than these professions. Something about 100 years ago!

History of Digital Marketing

About 15 years after Marconi sent the first radio signals, in the winter of 1910, the music of the Metropolitan Opera was first heard on the radio, and as you might guess, it was exciting!

Encouraged people to buy tickets to watch the next performances; And digital marketing was born. Without the slightest trace of smartphones, apps, Facebook and social networks; Business owners soon realized the power of radio to increase sales and its use in marketing.

Contrary to many people's beliefs, digital marketing is not synonymous with Internet marketing. Digital marketing can be done both online and offline.

What is digital marketing?

Very simple and without the use of flashy words, digital marketing is to communicate with the audience and customers using electronic and digital tools. From TV and telemarketing to Social Traffic to website and marketing. Virtually all marketing activities using electronic tools fall into the realm of digital marketing or digital marketing.


So digital marketing has been around for decades and does not necessarily include online marketing channels such as email marketing, SEO, or social media marketing.
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In this post you read:
1- History of digital marketing
2- What is digital marketing?
3- The importance of digital marketing
4- Digital Marketing - An Overview
5- Types and methods of digital marketing
5-1- Improved offline marketing.
5-2- TV marketing
5-3- Radio marketing
5-4- Telephone marketing
5-5- Digital marketing tools
The Importance of Digital Marketing
A study by the American Health and Safety Association of car accidents shows that more than 9% of drivers constantly look at their cell phones; In such a situation, the passengers' attention to what is happening on the street is definitely much less than this. Just pay attention to those who travel with you by taxi, bus, or subway. Billboards lose their chance to be seen when on average each person spends 11 hours a day working with electronics.
In such a situation, with the increasing role of the Internet in everyday life, the use of tools and digital marketing becomes more and more important.
Digital Marketing - An Overview
Digital marketing activities can be divided into two main sections, online and offline. Online marketing includes 7 general layers that we have talked about in previous posts, and here with a brief reference to these 7 channels, we will focus more on the offline aspect of digital marketing.

Internet or online marketing includes the following 7 basic sub-categories:
1) SEO or search engine optimization
2) Search Engine Marketing or SEM
3) Content marketing
4) Social media marketing
5) Click advertising or PPC
6) Affiliate Marketing or Affiliate Marketing
7) Email marketing or Targeted email marketing
Offline digital marketing can be divided into 4 main categories.
The first category is forms of offline marketing that have been improved with the use of digital tools. In this case, we use electronic tools to improve the user experience. The second category, radio marketing, is almost certainly the oldest form of digital marketing, and television marketing is still one of the most popular marketing methods. The fourth category is telemarketing, commonly known as "cold calling".
On the other hand, digital marketing can be divided into introverted and extroverted. Inbound marketing often takes place on the Internet, where marketers try to drive content to their website or other online platforms by producing content (content marketing). The best example of this form of marketing is producing content on the blog and focusing on the SEO channel.



In marketing eccentric or Outbound Marketing is a promotional message regardless of interest or lack of interest, related or unrelated to the message of the audience, we see them. In this case, we try to be in the eyes of more people as much as possible and attract more people. For example, banner advertising of restaurants on news websites visited by people from all over the country is a form of pro-Bronze marketing.
In extroverted marketing, we should try to be as attractive to the audience as possible in addition to attracting attention; A topic that often makes sense in copywriting. In introverted marketing, however, we focus on producing valuable content, in addition to using the capabilities of a copywriter .
Types and methods of digital marketing
Improved offline marketing
In crowded cities, billboards compete with each other and with other marketing tools to get people's attention. Electronic billboards and bright and colorful advertising LEDs attract the attention of people and passers-by very well.
These days, by entering the mobile markets, you will encounter devices that provide you with a pre-purchase experience. If the products you are selling are electronic devices, being able to use them before purchasing and making product demos available to customers will be an integral part of your digital marketing strategies.
In the past, demo versions of PlayStation games were produced and distributed in the market in a limited way. These CDs, which provided small portions of the product in digital format to potential buyers, were quickly passed on to PlayStation fans.
TV marketing
Video is one of the best tools for communicating with your target audience. In video content, in addition to words, you can use tone, visual effects and even music to convey a special message to the audience; Don't forget that in the end, marketing is nothing more than connecting with the right audience . Maybe that's why video marketing or video marketing is one of the most popular digital marketing tools these days, as it makes it much easier, more engaging, and better for people to connect with video content.
TV marketing is the oldest method of using video for marketing activities. Television is like a black hole devouring corporate marketing budgets! But this form of digital marketing is also slowly losing its old place.

Televisions and online video broadcasting platforms that offer not only the opportunity to watch but also the opportunity to critique and discuss various programs attract a wide range of TV audiences. YouTube pages are viewed an average of 24 billion times a month, and their content covers a variety of tastes, from entertainment and movies to educational content.
However, on average, everyone still spends 4 hours watching TV. Therefore, television will continue to play an important role in marketing activities.
In a world where marketers are trying to reach their audiences more purposefully every day (through online marketing channels such as SEO, search engines and social media marketing) and improve the quality of Converting Traffic Into Leads processes, the use of marketing and television advertising should be very Be smarter so that your audience better understands how your product / service relates to them. If your goal is to increase your audience or create brand awareness, TV commercials are still a good option.
Targeted TV commercials
Imagine for a second you were transposed into the karmic driven world of Earl. In TV commercials, your message is conveyed to a wide range of audiences, and you connect with as many people as possible (something like a billboard).
One way to optimize and target TV advertising is to run ads on popular programs related to your product / service / brand. For example, you can advertise products such as "Wrinkle Removal Cream" in programs for housewives (such as "Returning Home") or even sponsor such programs.
Another way is to create creative videos and publish them simultaneously on online platforms, where the likelihood of sharing and creating a discussion space about your video increases. This is especially important when your social responsibility promotional teaser has been designed and produced.
In general, the simultaneous and correct use of online and offline advertising can double the effectiveness of your activities.
Radio marketing
More than a century after the first radio advertising messages were sent, this method is still a good channel for many businesses to advertise. Although the use of Internet radio is not very common in our country, but in general, radio channels, in addition to traditional forms, are also present on the Internet (Internet radio) and broadcast programs.
Radio marketing still plays an important role in marketing activities, especially for big brands. According to Statista:
In the United States, 85 percent of people listen to the radio over a one-week period.
- On average, each listener listens to the radio for 2 hours.
40% of the total radio marketing budget is spent on the US market.
At least 50 percent of Americans listen to Internet radio once a month.
Despite the shrinking share of radio in marketing activities and the diminishing role of it in the eyes of many business owners, a good radio ad can still establish a strong and quality connection between you and your audience.
Many radio programs these days use the style and context of podcasts for advertising. For example, placing an ad at the beginning or end of a popular travel and nature program can be a good choice for your online mountaineering equipment store; Or you can even sponsor prizes for participants in radio programs and competitions.
Telemarketing
Telemarketing can be divided into two general parts. Marketing using mobile phones (smart phones) and using regular phones.

If communicating with audiences via smartphones takes place over the Internet, for example on Instagram and other social networks, this form of access to people in the field of online marketing and mobile marketing makes sense; But if we use tools like SMS or voice calling, our activities will be related to the offline part of digital marketing. By telemarketing, we mean communicating with audiences and customers without the use of the Internet.

Cold calling is the most well-known form of telemarketing and is called voice calling in which we try to sell a product or service to others without any previous background. This method does not seem very appealing to either the marketer or the audience. Why should we buy from a stranger who does not know how to get our contact number?

On average, companies that use this method have 3 sales per day. Although this method, like social media marketing, does not sell well, it is still an effective solution for some companies. This method is not very scalable to sell the product to the end consumer, but establishing and starting a communication through this can be very useful for B2B sales.

SMS marketing is another form of telemarketing that can be especially appealing to small businesses and SMEs. For example, sending an SMS about a discount or special offer to customers in an area can open the door for more customers to your restaurant.

Research shows that 90% of cell phone owners open it within 3 minutes of receiving a text message. Using SMS panels to inform about customer club programs or new offers and discounts can be very useful (of course, following the principles of copyright!). Especially if the recipient already knows the reason for sending the message and does not consider it spam, sending a text message can be an effective way to get the customer back and grow your sales. The method used by even large companies like Walmart.
Digital Marketing Tools

Considering that internet marketing is a subset of digital marketing (and its online part), the following can be listed as materials or general digital marketing tools:

website
Blog Content
E-books
Infographics
Interactive devices and tools
Social Networks
Reports, banners and…
Online brochures
Brand materials (logo, font and…)

Of course, each of these tools is used in a specific part of the sales funnel . For example, reviews and testimonials relate to the lower parts of the sales funnel. While the content of blogs and e-books is in the layers of Awareness and evaluation, respectively, they are placed in the upper parts of the sales funnel.
Conclusion

In its simplest definition, digital marketing is about communicating with your audience through digital tools. If the message is conveyed to the audience over the Internet, our online marketing activities will fall into place. If we communicate with our audience without the use of the Internet (for example, TV commercials), we have used the offline branch of digital marketing.
Simultaneous use of online and offline advertising, especially when designing a campaign, can double the effectiveness of your activities; To the extent that in many campaigns the use of print advertising can also be helpful.
Frequently Asked Questions About Digital Marketing

What is digital marketing?
Digital marketing is, in short, communicating with customers and marketing through digital tools and channels. For example, SEO, social media marketing, email marketing and mobile advertising are all digital marketing tools.
What is the difference between digital marketing and traditional marketing and what is the future?
The main differences are the tools used and the ability to accurately measure results in digital marketing. These two forms of marketing are getting closer day by day. From electronic billboards to refrigerators connected to the Internet.
Is digital marketing the same as online marketing?
not necessarily. Digital marketing can be done online, via the Internet or offline.
What is the importance of digital marketing?
Internet penetration and the growing use of digital tools, especially smartphones, are increasing the importance of digital marketing. Most people these days spend their time working with digital tools.
What are the most important digital marketing tools?
Social media, search engines, ads on popular websites, blogs, email marketing and mobile marketing. Smart TVs and digital brochures are also improved forms of traditional marketing.

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