Digital marketing is constantly evolving and in a state of flux with the creation of new technologies. Digital marketing, sometimes called online marketing, is advertising via digital channels such as email, social media, websites, search engines, smartphone messaging and mobile apps. The promotion of services and products via the internet is a method of advertising that has become increasingly more popular over the past few years. From the launch of the first search engine in 1990 to current trends in advertising via social media platforms, digital marketing targets consumers on an hourly basis.

Search engines work by scouring web pages and storing them for later use based on specific keywords used in search queries. This ability has popularized search engine marketing (SEM), the promotion of websites by increasing their profile via search engine optimization (SEO). Businesses now realize that digital marketing should be their primary avenue of promotion. Corporations large and small are increasing their budgets for digital advertising, given research has shown that it is productive and beneficial.

It’s important to understand how digital marketing works and keep updated on current and emerging trends to get the best results. If you’re interested in pursuing a career in marketing research, online branding, data visualization and analytics, an online Master of Business Administration (MBA) in Marketing from Longwood University may be right for you. This online degree program can build a foundation on current marketing strategies and the use of market-driven data. Graduates will be prepared for real-world applications to create and maintain brands.

How to Use Digital Marketing Strategies

There are several marketing strategies to achieve multiple business goals, such as marketing a product, creating a brand identity, developing customer relationships, resolving conflicts and retaining loyal customers.

  • Use social media to build brand loyalty. Advertising on social media platforms not only targets those who are learning about your business for the first time, but it engages existing customers as well. Customer loyalty is about having repeat customers and providing a positive experience. Using customer data to predict their needs, offer incentives and say thank you is another way to encourage loyalty.
  • Keep your website up to date. A website is a digital home to a business, no matter how active their social media pages may be. Having an up-to-date, mobile-friendly website is a must-have for digital marketing. Posting new photos, videos, information and blog posts will keep the website in Google searches.
  • Focus on the customer experience. Ensure your website is fast and easy to use and ensure the customer support process is straightforward and friendly. A recent Genesys survey showed that nine out of ten customers felt important and valued when a business was aware of their buying history. When a company has a digital record of their customers, they can strengthen the bonds of loyalty and provide a personalized experience.
  • Recognize current trends. Compassion, social issues and accessibility are important topics for consumers. Personalized, people-driven strategies in marketing, brand promotion and team building for employees are and will continue to be necessary. Customers and employees are interested in how a business can impact change and provide leverage for the good of society.

Next Steps

Graduates of the online MBA in Marketing program can face digital marketing challenges in any industry. By learning about target markets, service delivery, the importance of retailing, relationship marketing, data management, conflict resolution, negotiation, economics, team building, information technology and more, you can pursue a career that combines business aptitudes with marketing skills.

Learn more about Longwood University’s online Master of Business Administration in Marketing program.