The Internet has become a significant role in our lives, as used in all our daily transactions. The buying and selling operations, which rely heavily on digital marketing, and artificial intelligence, are causing a destabilizing revolution in various fields, including the digital marketing sector. During the past few years, many startups have emerged that are trying to take advantage of this technology to improve the content of advertising messages and raise returns on investment in marketing campaigns. Whether via e-mail or through social media platforms, and in this article, we will talk about digital marketing strategies and its types and talk about service marketing and the characteristics of Service Marketing.
What is Digital marketing?
Marketing is the link between the service, product or company and the target customers by defining the target segment, delivering real value to them that they need, and managing the relationship between them to keep them for life.
Digital marketing falls under promotion within the 4Ps marketing mix. It is everything used in digital or technical advertising, whether on the phone, on social networking sites, or by e-mail.
It should be noted that digital marketing has emerged in the late nineties due to the spread of the Internet and the technological revolution, and we can define it as:
All marketing efforts are made by companies using electronic devices and the Internet, in which digital channels such as search engines, social media, e-mail, and various websites are utilized to communicate with existing and potential customers.
What is the difference between digital marketing and traditional marketing?
While traditional marketing may be present in print ads, telephone communications, or any other tangible marketing material,
Digital marketing can occur electronically and online. This means an endless number of marketing means for brands, including e-mail, video, social media or website based marketing opportunities.
What are the types of digital marketing?
There are several types of digital marketing, and they all perform the same function, which is to promote a specific product or thing. The following are the types of digital marketing:
It means using social networking sites or social media such as Facebook, Twitter, and Instagram in marketing your product or service on it.
2. Search Engine Marketing SEM
According to the chosen keywords, it is the use of paid advertisements for search sites to appear in the first results.
3. SEO Search Engine Optimization
It means creating sites for search engines to gradually improve your visibility until you are in the first results in search engines for free.
4. Online Ads
It is the use of electronic advertising to reach your target customers and is divided into three sections:
- Pay Per Click (PPC) – Pay per click advertising.
- Cost Per Impression (CPM) – Pay per thousand views or thousand clicks on an ad.
- Pay Per Sale (PPS) – Payment for a sale.
5. Email Marketing
It is the use of e-mail to create promotional campaigns for your product or service.
6. Mobile Marketing
This type of marketing is based on sending text messages to customers containing promotional offers for products.
Service marketing
Service marketing is one of the marketing strategies that focus on selling abstract services rather than tangible physical products.
This can include all kinds of services you may think of, from personal, medical and health care services, transportation and delivery services, and recreational services.
For example, a company that provides moving services for furniture pursues marketing strategies for services and not products and offers education, training and development services, communication services, and the Internet.
Characteristics of service marketing
Service marketing has several distinctive characteristics, and the following are the most prominent characteristics of service marketing:
1. Abstraction
For tangible products and goods, the consumer is always more confident than services. He knows what effect he wants to buy and where to spend his money on, and once it is paid for, he will be able to own it and carry it to be his permanently.
When it comes to services, the matter is different. Often the consumer will not get anything tangible; they will not be able to identify the service before buying it and not be able to return it after purchase and may not be able to own and use it once they have paid for it.
Add to that the psychological aspect of services that may help in the marketing process. People are usually attracted to shiny and brightly colored products that arouse consumer interest in the product, which is difficult to achieve when marketing various services.
2. Property
Also, one of the things that marketers consider about services is ownership, products that the consumer can own, products such as clothing and electronic gadgets, such as that a person can own and use for decades, perhaps, and even resell them.
Which is not present in the services, but even companies, institutions, and agencies that provide services of all kinds are often unable to control and control the service entirely. For example, we always hear about services being hacked, data theft, and matters related to privacy.
3. Limitation
Often the services are limited to a specific period. No company provides you with Internet services for life, as no gym offers unlimited subscription membership, but all services are limited to a time and expire.
Indeed, products are also subject to damage over time, but the commodities are not necessarily damaged. We may use a product for dozens of years before it is damaged, unlike services that are not damaged but are often limited to specific periods of use by the company or service provider.
4. Interaction
The provision and manufacture of services depend on a series of interactive processes between the consumer and the service provider, as well as the people who work to ensure the optimal functioning of the service from an operation, management and delivery to consumers, to ensure that they can use the service properly.
The degree of interaction between service providers and consumers varies according to the type and scope of the service. Still, in general, all kinds of services require a degree of interaction between the two parties.
We conclude from this that marketing services require a significant degree of interaction with users and an understanding of their needs, requirements and the obstacles they face for the service to be designed in a way that guarantees to confront and overcome these obstacles.
