"I've heard a lot about digital marketing, but what exactly should I do?" "I don't really understand the difference from web marketing..."

Digital marketing is essential for business growth. However, grasping the big picture can be difficult, and many may be wondering where to start.

In this article, the Cascade editorial team provides a comprehensive explanation of digital marketing, from its definition to seven major methods such as SEO, social networks, and web advertising, along with strategies for achieving results. Additionally, we will touch on the latest trends of AI and metaverse marketing, presenting a roadmap for business success.

What is Digital Marketing? Understanding the Basics and the Big Picture

"I've heard a lot about digital marketing, but what exactly should I do?" "I don't really understand the difference from web marketing..."

Digital marketing is essential for business growth. However, grasping the big picture can be difficult, and many may be wondering where to start.

This section aims to clarify the definition of digital marketing and explain the differences from web marketing, taking the first step towards understanding the overall picture.

Definition of Digital Marketing

Digital marketing refers to marketing techniques that use IT and digitized information. Regardless of whether online or offline, it involves datafying all channels and touchpoints, allowing for a deep understanding of the target's situation and objectives from the data, thereby achieving effective appeals that lead to purchases.

In other words, by capturing and analyzing all touchpoints with customers using digital technology, it becomes possible to realize more personalized one-to-one marketing.

For example, the following can be cited as measures in digital marketing:

Difference from Web Marketing

Digital marketing and web marketing are often confused, but there are clear differences. Digital marketing is a comprehensive marketing activity targeting all digital channels, while web marketing refers solely to online measures.

Web marketing can be considered a part of digital marketing. While web marketing focuses on marketing centered on the web, digital marketing encompasses more than just the web.

The differences between the two are summarized in the table below.

Thus, digital marketing is a broader concept than web marketing, and by integratively utilizing both online and offline channels, it achieves more effective marketing activities.

Explaining the Seven Major Techniques of Digital Marketing! SEO, SNS, Web Advertising, etc.

There are various methods of digital marketing, but this section explains the seven major techniques. Understanding the overview and characteristics of each enables you to devise the optimal strategy for your company.

These techniques can be used individually as well as combined for synergistic effects. It is essential to choose methods that align with your business goals and target demographics, and to use them strategically.

Planning Digital Marketing Strategies to Achieve Results

To succeed in digital marketing, a strategic approach is essential. Rather than blindly executing measures, defining clear goals, clarifying the target audience, setting appropriate KPIs, and meticulously budgeting based on these strategies greatly influence business growth.

The Importance of Goal Setting

First, you need to clearly define what you want to achieve with digital marketing. By setting specific goals such as increasing sales, enhancing brand recognition, or acquiring leads, it becomes easier to select subsequent measures and evaluate effectiveness. Setting goals based on the SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound) allows for more effective goal management.

Clarifying the Target Audience

Equally important as goal setting is clarifying who the marketing activities are targeted at. By analyzing target demographics such as age, gender, occupation, and interests in detail, it becomes possible to deliver more effective messages and select channels. Persona setting is also an effective method.

Setting KPIs and Measuring Effectiveness

To achieve the stated goals, appropriate KPIs (Key Performance Indicators) must be set. By clarifying metrics to evaluate goal achievement, such as website access numbers, conversion rates, and customer acquisition costs, the effectiveness of measures can be evaluated objectively. Leveraging access analysis tools and regularly monitoring KPIs leads to discovering points for improvement and optimizing strategies.

Budget Allocation

To maximize the limited budget, careful planning of budget allocation for each measure is required. Determine the optimal allocation by evaluating how much budget to assign to each channel such as SEO, SNS, and web advertising. It is also important to always be aware of cost-effectiveness and to regularly reassess budget allocation.

How to Develop an Effective SEO Strategy: Explained in 3 Steps

SEO (Search Engine Optimization) is a crucial digital marketing strategy to increase website access and promote business growth. An effective SEO strategy achieves high rankings in search engines, delivers appropriate information to the target audience, and ultimately leads to conversions. Here, we explain the three important steps in creating an SEO strategy.

1. Keyword Research and Selection

The first step in an SEO strategy is researching and selecting the right keywords. Keywords are the words or phrases inputted by users into search engines, and it is important to choose keywords that are highly relevant to the content of the website. During keyword research, it is crucial to understand users' search intent and select keywords that align with business goals.

Keywords can be categorized into "big keywords" with high search volume and competition, and "long-tail keywords" that may have lower search volume but are easier to convert. An effective SEO strategy balances the use of both types of keywords. For example, considering not only "digital marketing" as a big keyword but also long-tail keywords such as "digital marketing strategies for BtoB companies" enables more targeted customer acquisition.

2. Content Creation and Optimization

Once the appropriate keywords are selected, the next step is to create high-quality content and optimize it. The content must be beneficial to users and aligned with their search intent. It is also important to not only appropriately place the keywords, but also to consider readability, freshness of information, and reliability as important factors.

The following elements are crucial for content optimization:

• Optimal title tags: Include keywords and set attractive titles

• Optimal meta descriptions: Summaries displayed in search results that improve user click rates

• Optimal heading tags: Clearly define content structure and appropriately place keywords

• Optimizing images: Include keywords in alt attributes to anticipate traffic from image search

• Optimizing internal links: Establish links to related pages, improving navigation rates

3. Acquiring Backlinks

Backlinks are links placed on other websites that lead to your own site. Backlinks are an important factor in enhancing evaluation from search engines; by acquiring a high number of quality backlinks, it leads to higher search rankings.

Effective methods for acquiring backlinks include:

• Creating high-quality content: Generate valuable content that is naturally linked by other websites

• Guest posting: Contribute articles to other websites with links back to your site

• Information dissemination through SNS: Spread content and increase opportunities for acquiring backlinks

• Directory registration: Register your site in relevant web directories

By following these three steps, continuously implementing the PDCA cycle for improvement can create an effective SEO strategy that contributes to business growth.

Five Successful Cases of SNS Marketing Strategies! What Measures Enhance Engagement?

To succeed in SNS marketing, it is essential to enhance engagement (likes, comments, shares, saves, etc.). High engagement leads to increased brand recognition, enhanced customer loyalty, and ultimately higher sales. Here are five successful cases of SNS marketing that enhance engagement.

Case 1: Storytelling that Resonates

By telling stories that resonate with users, you can create empathy and increase engagement. For example, sharing the founding story, product development secrets, or customer success stories deepens attachment to the brand. Storytelling is also an effective means of conveying the company’s philosophy and values.

Case 2: User Participation Campaigns

By conducting initiatives that allow user participation, such as quizzes, contests, and giveaway campaigns, you can enhance engagement. Participation-based campaigns stimulate users' interests and increase touchpoints with the brand. They also lead to the creation of user-generated content (UGC), which can be expected to spread.

Case 3: Collaboration with Influencers

By collaborating with influencers, you can reach new customer demographics and enhance brand image. Leveraging the influence and credibility of influencers can lead to effective promotion. It is important to select influencers that match the target demographic.

Case 4: Utilizing Live Streaming

Live streaming is an effective means to enhance engagement, allowing real-time communication with users. By streaming new product announcements, events, or backstage access, you can increase user interest and deepen their understanding of the brand.

Case 5: Timely Information Dissemination

By disseminating information related to trends or current events, you can attract user interest and enhance engagement. However, it is important to consider the risk of backlash and ensure appropriate information dissemination. Content that aligns with seasonal events or societal movements tends to generate empathy.

Strategies to Maximize Results with Web Advertising! Tips for Targeting and Creative Design

Web advertising plays an important role in digital marketing. However, simply running ads blindly makes it difficult to achieve the expected results. To enhance cost-effectiveness and contribute to business growth, strategic targeting and effective creative design are essential. Moreover, continuous optimization through A/B testing is also important. This section explains strategies to maximize results with web advertising from three perspectives: targeting, creative design, and A/B testing.

Targeting Strategy

The success of web advertising depends on appropriate targeting. Targeting identifies and refines user demographics who are most likely to be interested in your products or services. Rather than broadcasting to an indefinite audience like mass advertising, effective targeting connects to a tighter user base, facilitating lower advertising costs while improving conversion rates. It is critical to analyze user attributes (age, gender, place of residence, interests, etc.) and behaviors (website browsing history, purchase history, etc.) to set optimal target demographics.

Here are some commonly used targeting methods in web advertising.

Creating Effective Advertising Creatives

Along with appropriate targeting, it is important to create effective advertising creatives. Advertising creatives attract users' attention, encourage clicks, and ultimately lead to conversions. Thus, it is crucial to understand the needs and psychology of the target demographics and to create creatives that resonate with them. Specifically, using messages and visuals that address challenges or issues that the target demographic faces can be effective.

Here are some points to consider when creating effective creatives:

Optimization Through A/B Testing

In web advertising, continuous optimization through A/B testing is indispensable. A/B testing compares different versions of advertising creatives or targeting settings to determine which is more effective. For instance, by creating multiple ads with different headlines or images and comparing click rates and conversion rates, it is possible to identify the most effective creatives. It is also important to carry out A/B testing on targeting settings to narrow down the optimal target demographics. Repeated A/B testing maximizes the effectiveness of web advertising and enhances cost-effectiveness.

How to Optimize Digital Marketing Strategies Using Data Analysis

To succeed in digital marketing strategies, improvements based on data analysis are essential. By grasping the situation based on data rather than intuitive judgment, and executing improvement measures, more effective marketing activities can be achieved. This section explains how to optimize digital marketing strategies using data analysis.

Data Collection Using Access Analysis Tools

The first step in data analysis is accurate data collection. By utilizing access analysis tools, you can obtain various data about website access and user behavior. Taking Google Analytics 4 (GA4), a representative access analysis tool, as an example, we will explain key data that can be collected and how to use it.

This data can be checked using GA4's reporting features. By mastering GA4, you can accurately grasp the situation and make data-driven decisions.

Implementing Improvement Measures Based on Data

Data collection alone will not optimize digital marketing strategies. It is vital to analyze the collected data and implement concrete improvement measures. Below are examples of improvement measures based on data analysis.

By planning and executing specific improvement measures revealed through data analysis, the effectiveness of digital marketing strategies can be maximized. Running the PDCA cycle and continuously repeating improvements is important.

Data analysis is an extremely powerful tool in digital marketing. Effectively utilizing access analysis tools and making data-driven decisions can significantly contribute to business success.

Three Latest Trends in Digital Marketing: AI, Metaverse, and Video Marketing

The world of digital marketing is constantly evolving, with new trends emerging all the time. Here, we will discuss three major trends to watch for after 2024: AI, the metaverse, and video marketing.

Marketing Automation Utilizing AI

AI is no longer just a topic of science fiction; it significantly impacts real marketing activities. Especially, generative AI and machine learning are elevating marketing automation to a new level. By utilizing AI, customer behavior and intentions can be deeply analyzed, and real-time needs can be grasped. For example, personalized product recommendations or automated email marketing based on customer buying history or website browsing history can be implemented. Additionally, AI helps analyze vast amounts of data to predict future trends, allowing businesses to draft marketing strategies that stay ahead of competitors. Marketing automation using AI will contribute significantly to operational efficiency as well as improving customer experience.

Marketing Possibilities in the Metaverse

The metaverse is a virtual space built on the internet that is garnering attention as a new frontier for digital marketing. In the metaverse, users can interact through avatars, participate in events, and purchase products. Companies can establish virtual stores or hold virtual events in the metaverse to reach new customer demographics and raise brand recognition. Additionally, the metaverse serves as a powerful tool for enhancing customer engagement. By providing brand experiences through games or interactive content, deeper relationships can be built. The future development of the metaverse is poised to bring significant changes to digital marketing strategies.

The Evolution and Utilization of Video Marketing

Video marketing is becoming increasingly important in recent years. Various video formats, from short clips to live broadcasts and long videos, are enjoyed by consumers. Videos can convey more information than text or images, effectively showcasing the appeal of products and services. Moreover, videos have a strong emotional appeal, eliciting empathy from viewers and enhancing purchasing motivation. Techniques such as live commerce and short video ads are diversifying within video marketing, and companies need to develop strategies that suit each of their objectives. Moving forward, video marketing will continue to evolve and become the core of digital marketing.

Conclusion: Lead Your Business to Success with Digital Marketing Strategies

This article comprehensively explained digital marketing, from its definition to major techniques and strategy planning methods. Digital marketing is a crucial strategy for building touchpoints with customers using various digital channels such as websites, social media, emails, and videos, promoting business growth.

Each digital marketing method—SEO, SNS marketing, web advertising—has its unique characteristics and effects. Choosing the optimal method according to business goals, target audience, and budget, and operating them integratively is the key to success.

By continuously conducting data analysis-based effectiveness measurement and improvements, digital marketing strategies can become further refined and generate greater results. Actively incorporating the latest trends such as AI and the metaverse, it is crucial to adapt to the ever-evolving world of digital marketing.

Planning and executing digital marketing strategies is no easy task. However, by following the steps outlined in this article, you will surely see a path leading to your business's success.

Are you looking to efficiently manage your digital marketing strategy and maximize results? Cascade is a platform that optimizes digital marketing strategies through data analysis and supports the success of digital marketing strategies. Please consider pre-registering with Cascade at this opportunity.