Traditionally marketing relied heavily on pitching products through advertisements on television, the radio, newspapers, and billboards. Direct mail was an effective avenue for promoting new products. Today many companies use a mix of traditional marketing and digital marketing strategies to influence revenue across their organization.
Digital marketing strategies are typically formed in collaboration across teams and include the integration of digital collateral (marketing literature), advertising, social media marketing, and email marketing. Digital content creation can include marketing teams creating white papers, case studies, blogs, videos, and infographics. Types of digital advertising include pay-per-click advertisements (PPC) and social media ads such as Facebook ads. Social media marketing is a plan to build awareness of a business or product using social media networks. Popular social media sites include Facebook, Twitter, and LinkedIn. Email marketing is the use of email to promote a business brand, product, or services and develop and maintain relationships with customers.
A key component to effective marketing is measuring return on investment (ROI) using marketing analytics to create data-driven marketing strategies by reporting metrics and key performance indicators (KPIs). Marketing analytics allows businesses to monitor marketing campaigns and outcomes of digital marketing strategies, social media strategies, and content marketing strategies. Marketing analytics provides insights into sales and lead generation, conversion rates, and customer preferences and trends; and overall marketing trends by analyzing engagement including views, downloads, and clicks to ensure each marketing dollar is spent effectively.