Digital marketing

Digital Marketing: An Ecosystem of Strategic Services. Digital marketing forms a complex and interconnected system in which every channel serves a strategic purpose in driving business development. There are no “important” or “unimportant” channels, only timely and relevant interventions. These can either ensure steady growth or turn into unnecessary expenses if applied poorly.

Instead of talking at length about the need for internet marketing services, let’s look at the numbers. According to 2024–2025, the number of internet users in Armenia has reached 2.14 million, while social media users number around 1.6 million and both figures are steadily increasing. As a result, digital advertising spending in 2025 is expected to reach $90 million, with over $28 million allocated to video advertising alone highlighting the growing importance of digital marketing.

What Are These Marketing Budgets For?

1. Increasing brand awareness
2. Driving traffic to websites or social media platforms
3. Boosting user engagement
4. Generating leads and potential clients
5. Achieving various conversions (calls, messages, purchases)
6. Improving customer service
7. Enhancing customer satisfaction and retention.

Types of Digital Marketing

Targeted advertising tools enable the delivery of ads to specific audience segments, based on their attributes, interests, behaviors, or demographic profiles.

• SEO (Search Engine Optimization) ensures your business appears in search engines like Google, Yandex, and Bing. This method is organic; it reaches the top 10 search results without paid promotion, thanks to skilled use of keywords in website content and around 250 other optimization techniques.
• While the benefits of SEO take time to materialize, the Google Ads platform helps attract interested visitors right away. It offers around a dozen effective tools, enabling businesses to run PPC (Pay-Per-Click) campaigns on Google Search or display media ads across the platform’s partner network.
• Yandex Direct is used for running marketing campaigns on Yandex and its partner platforms, especially effective for Russian-speaking audiences.
• Business Directory Listings are often underestimated in Armenia but widely used in the U.S., Canada, Europe, Russia, and Kazakhstan. This tool is essential for businesses targeting international markets.
• Google Business is a free platform that allows you to present your business in full detail, ideal for local businesses and services. It ensures visibility in Google Maps and search results.
• Yandex Directory (Яндекс Справочник) is another free platform offering a variety of marketing tools. It is integrated with Yandex Direct, Maps, and Search.
• YouTube is a key part of Google’s digital framework. It allows you to share videos and shorts, and grow your audience through paid promotion.
• SMM (Social Media Marketing) is one of the most widely used forms of digital marketing. Platforms like Facebook, Instagram, LinkedIn, Telegram, and TikTok originally designed for social interaction have become irreplaceable advertising platforms thanks to their natural evolution toward monetization.
• Email Marketing builds client relationships through strategic email communication.
• PR Services help boost brand awareness and trust. This includes shaping public messaging strategies, managing media relations, and handling negative PR across social networks.
• Affiliate and Influencer Marketing tools are similar yet distinct. Affiliate marketing focuses on driving conversions, sales, calls, sign-ups, rewarding partners with a commission for each successful transaction. Influencer marketing focuses on brand visibility, recognition, and reputation, with influencers being paid to create and share content with their audience.

And when it comes to the offline opportunities of digital marketing, the following should be highlighted:  

• SMS Marketing: Sending promotional messages via mobile and messaging apps.
• Outdoor advertising (Digital Billboards/Signage), presented on digital displays located in public areas, such as shopping centers and urban streets.
• Digital TV and Radio: Broadcasting commercials via digital TV and radio.
• In-App Notifications: Sending messages and offers through mobile applications.

Stages of Digital Marketing Services

Marketing services follow the customer journey through various stages of interaction with your brand or offer:

1. Awareness: The potential client might not even realize they need your product—this is where interest is sparked.
2. Consideration: Users explore and evaluate your offer as a possible solution to their problem.
3. Decision/Conversion: The user is ready to act. Your goal is to encourage action—whether it’s a purchase, registration, call, or message.
4. Loyalty: This is the most challenging stage. Once a purchase is made, keeping the customer and encouraging repeat business requires less aggressive advertising but more focus on service quality, beneficial terms, and a satisfying user experience.