What is Digital Marketing?
“Digital marketing is any marketing action that occurs on digital platforms, regardless of whether the device is connected to the internet.” (Salesforce,2024)
For example – A digital Bill Board, E-mail Marketing, Social Media Posts and Data Analysis just to name a few.
What are Web Technologies?
Web Technologies are the tools, rules, and programming languages. That allow for the creation, interaction, and maintenance of websites and web applications. They provide the building blocks for the web, enabling developers to create everything from simple to complex web-based applications.
For Example:
https://unstop.com/blog/difference-between-html-and-css
“ HTML and CSS are two primary languages used in web development. While CSS specifies a website’s look and layout, HTML defines its content and organisational structure. These two languages enable web designers to produce organised, aesthetically pleasing, and useful websites.” (unstop,2024) They are essential for any sort of digital marketing as they lay the foundations for any Web platform.
How Can Web Tech Help?
An example of a Web Technologies that could be very useful to a non-profit would be Automated email, in the form of marketing or to re-engage website visitors who showed interest in supporting the cause but didn’t complete an action, such as making a donation or signing up for a newsletter.
https://www.linkedin.com/pulse/automated-email-marketing-abhishek-sheetal
According to a study by Data & Marketing Association “Email marketing has an average return on investment (ROI) of $42 for every $1 spent (equating to 4400%), making it one of the most cost-effective marketing channels.” (Miranda,2024)
A web tech that could aid automated e-mail would be A CRM Platform.
CRM Software
“CRM stands for customer relationship management, or the process of managing interactions with existing and prospective customers during the sales process.” (MailChimp,2024)
When people mention CRM, they’re typically referring to a CRM System: a tool designed to manage and monitor every interaction with customers. This can include sales calls, marketing emails, data and more. By collecting and storing data for potential and existing customers in a CRM system, you can track information across every touchpoint in the customer journey, something that would be incredibly useful for a non-profit Website.
Data Analytics
Another example of helpful Web Tech, is the use of Data Analytics. Advanced data analytics allow marketers to track and analyse consumer behaviour with precision. “Google Analytics is a platform that collects data from your websites and apps to create reports that provide insights into your business.” (Google,2024)
Data analytics could be helpful for a non-profit as it would help to find patterns in website traffic and donations. For example, they may find that donors give more frequently during certain times of the year or how specific advertising approaches create a higher donation response – allowing for tailoring to achieve higher donations in future.
Web Tech, Digital Marketing and Design.
In my mind – Web technologies, design and digital marketing are like the ingredients in a recipe, if used correctly together they will give you a very palatable outcome. An outcome that would not exist as successfully without either component.
Over all I think that the use of web technologies within digital marketing has allowed for an understanding of consumers that would not have been possible before the internet. It has allowed for Marketing to include a personal touch – something that could be incredibly important for a non profit organisation.
Bibliography
Google. “How Google Analytics Works – Analytics Help.” Support.google.com, 2023, support.google.com/analytics/answer/12159447?hl=en.
MailChimp. “What Is CRM? A Beginner’s Guide to CRM – Mailchimp | Mailchimp.” Mailchimp, 2019, mailchimp.com/crm/what-is-crm/.
Miranda, Dana. “Best Email Marketing Software (September 2022).” Forbes Advisor, 19 May 2022, www.forbes.com/advisor/business/software/best-email-marketing-software/. Accessed 11 Nov. 2024.
“Salesforce.” Salesforce, 2022, www.salesforce.com/uk/marketing/what-is-digital-marketing/#1715799602571_10h0. Accessed 11 Nov. 2024.
“Unstop – Competitions, Quizzes, Hackathons, Scholarships and Internships for Students and Corporates.” Unstop.com, 2024, unstop.com/blog/difference-between-html-and-css. Accessed 11 Nov. 2024.