What is Digital Marketing?
Digital Marketing is all about the marketing of products or services by using digital technologies. It is done by using mobile phones, display advertising, and many other digital mediums. Digital marketing was first popularized in the early 2000’s and now it has actually been so popular for all the business to market their brand. Nowadays everybody is talking about digital marketing and professionals commends it’s the best medium to grow in the online market. Most of the colleges and universities are advertising their new digital marketing course and there is a spectacular demand from students to learn about digital marketing. All the entrepreneurs are so eager to use digital marketing to improve their presence in the online market. Guglielmo Marconi was the first digital marketer in the history who demonstrated a Public transmission of wireless signals in 1896. He was the same person who invented the radio to reach the general public.
In this guide, we will let you know step by step that what is digital marketing, what are the various digital marketing platforms, what are digital marketing strategies and clear some misconception about digital marketing and its role in the digital world.
Digital Marketing Definition
What is Digital Marketing? It is a vast term that includes all the marketing channels and concepts that you can use to promote any product or services on the internet as well as on rest of the electronic devices such as Television, mobile phones, electronic tablets etc. The major difference between digital marketing and traditional marketing is that It is done exclusively by means of digital channels. It gives marketers to analyze the effectiveness of a campaign.
Digital Marketing Channels
Here are the channels listed below, kindly have a look and know about the real platforms of Digital Marketing.
- Website Marketing
- SEO ( Search Engine Optimization )
- SEM ( Search Engine Marketing )
- Content Marketing
- Email Marketing
- Social Media Marketing
- Social Media Optimization
- Affiliate Marketing
- Mobile Marketing
- Video Marketing
Whereas Offline Marketing channels are as follows:-
- TV Marketing
- SMS Marketing
- Banner Advertisement
- Radio Marketing
The difference between online marketing channels and offline marketing channels is that Online marketing is totally based on the internet whereas offline marketing is done through digital devices which are generally not connected to the internet.
Website Marketing is the focal point of digital marketing. It is a very powerful platform to execute your business in the digital era. Our website is a kind of platform which represents our brand, products, and services in the best possible way. A website is a very fast, mobile friendly and very easy to use.
Once your website is created with all the premium features then your next step is to come up with the digital marketing strategy and promote your website and content in terms of getting more traffic and customers within your space.
SEO ( Search Engine Optimization )
Search Engine Optimization is a very important process of optimizing your website on all the search engines such as Google, Yahoo, Bing, AOL etc. The major purpose of SEO ( search engine optimization ) is to drive tons of visitors traffic on your website in the SERP ( Search Engine Result Page ).
SEO is categorized into two sections:-
- On-Page Optimization
- Off-Page Optimization
SEM ( Search Engine Marketing )
SEM that stands for search engine marketing gives you the access to reach internet users on a number of networks by using Paid Adds. In Search Engine Marketing you can set up your PPC ( Pay Per Click ) Campaigns from the related terms on Google, Bing, Yahoo etc. and show your adds to all the people who are looking for your products or services.
PPC Campaigns can be separated for the users based on their demographic characteristics (such as age, gender etc.). Also their particular interests or location. Every time when any user clicks on your ads you are charged by the provider accordingly. It is a quick process to gain traffic within your niche. The most popular Pay Per Click Platforms are Google and Facebook.
Content marketing all relates to the content written on your website. This Digital world is a giant collection of the content in the different forms such as text, images, audio, and video. The main motive of content marketing is to reach our potential clients. Content is usually published on the website that totally describes our products or services. It is then published and promoted on the all the major platforms like Social media, Email marketing etc. Content marketing plays a very important role in digital marketing to drive relevant traffic within our space. If you have good quality content on your website then it will become a plus point for you to meet the tons of visitors.
The major tools of content marketing are as follows:-
Email Marketing is an act of sending commercial messages to a group of people using email. Every email which is sent to your potential customers could be considered email marketing. It is a great part of Digital marketing to make aware people about your products or services. It is totally meant to build loyalty, trust and brand awareness among your clients. Email Marketing is a purpose of enhancing relationships with your current and previous customers ensuring loyalty and repeat business. Despite the use of social media networks, email marketing is still one of the effective channels of digital marketing.
Hundreds of spam email messages that we receive per day is not considered to be the part of email marketing. It is a medium to get in touch with your clients who are solely interested in your products or services. Most of the businessmen and marketers use all the digital marketing platforms to add leads to their email list. After this, by using email marketing those leads are turned into customers. Which is a great way to drive traffic and increase the revenue for our business.
Affiliate marketing is one of the oldest forms of digital marketing where you refer someone to any online products or services. And when that person buys that product then you are given commission. This Commission varies from $1 to $10000 based on what product you are advertising on your website. In this, we promote other companies products and accordingly we are given commission if someone makes a purchase from our recommendation. There are many well-known companies such as Amazon, Flipkart etc. they run affiliate programs that pay our millions of dollars per month to the website owners who sell their products.
While devising digital marketing strategy you should include affiliate marketing as a way to get visitors involved in your brand to make a purchase. The most common question is how companies track the record that who is sending traffic and making the sales. The simple answer is with a tracking URL. It is a unique ID given to you by the companies while registering to become a member of affiliate marketing. This ID is used to track all the traffic and sales you are making by your website and other resources such as promotional techniques.
Inbound marketing is another great term that refers to how you can use various digital marketing platforms to reach new customers mainly with the process of content creation. It is focused on attracting customers with the relevant and useful content that adds value at every single step in your customer’s buying journey. In this inbound marketing, customers find you on different platforms like blogs, search engine, social media etc. Inbound marketing earns the attention of your customers and makes the company very easy to be found. It makes your brand strong and develops a goodwill which helps you to generate more revenue. Inbound marketing is really very powerful because you have the power to give your customers exactly the same as they are looking for.
In Digital marketing, mobile marketing is a multi-channel online marketing technique that is focused at reaching a specific audience on their smartphone, tablets or any other relevant devices. It is done through Website, Email, SMS, Social media or mobile application. Everything that can be done on the desktop is now available on mobile devices. Whether it is checking email, reading content this is all possible through mobile. 80% of internet users use the smartphone. So we can target all the users through mobile marketing to promote our apps either by paid advertising or by any other method. So that the app that we are promoting could be installed by more users.
While creating a mobile marketing strategy we need to understand the buyers’ persona which is a valuable tool. Create a profile that completely describes each one’s background, job description, main sources of information, proffered type of content and role in the purchase process. It becomes very easy to determine the channel and speak for our marketing messages when we have a clear picture of our target audience.
Video Marketing is all about market your products or services by using video. Recently Video Marketing has become very popular that we really can’t ignore. YouTube has become the second most popular search engine. Lots of users are turning towards YouTube before making any buying decision. Video Marketing is like a Gold Mine for SEO. It increases your search engine ranking, CTR ( Click Through Rate ) and conversions. There are so many platforms for video marketing such as YouTube, broadcast Television, video boards, street marketing. With Smartphone a consumer can easily access online video at any time and anywhere. Whereas it is not possible with the traditional marketing. Market Studies show that retention rates for information that is both seen and heard are as high as 80%. The human connection is through video is more influential than reading an article in the text.
Social Media Marketing
SMM (Social Media Marketing) is all about using social media platforms to promote products and services. In digital marketing, Social media marketing is becoming more popular in terms of promoting any services or products. Most of the Social Media platforms have built-in data analytics tools that enable companies to track the progress and engagement of ad campaigns. The Primary goal of social media marketing campaign is brand awareness to make a trust for your customers. It is popular because it makes a direct connection to our company with the customers and develops a strong bond.
Almost all the people use social media channels such as Facebook, Twitter, Linkedin etc. which is a great source for any company to market their products or services. Social media marketing is not much expensive than traditional marketing. In traditional marketing, we can reach up to limited people whereas by using social media channels we can reach as many as customers we want. Social media marketing is a powerful way for businesses of all sizes to reach numbers of customers. It includes so many activities like posting text, images, videos and other content that drives lots of audience engagement in our niche. Before creating a social media marketing campaign, we should consider our business goals. Because starting any social media marketing campaign without a social strategy in mind is like wandering around the forest without having a map. These channels such as social media marketing and social media optimization are very powerful in digital marketing to drive traffic and increase conversion.
Offline Marketing Channels
The channels which are described are the most powerful components of digital marketing. Here some offline digital marketing channels are being described below which are still used for market any products or services, but they are not suitable for all the companies to market their business.
In today’s digital marketing trend Television marketing is still used to market any business. But it is very expensive than digital marketing. Gone are the days when viewers would only watch their favorite program on TV, but now viewers can access their programs through many different platforms like smartphone and tablet.
SMS marketing is still an option for any company to get in touch with the potential customers. But now in the digital marketing trend, there are many other alternatives to push messages on the web and mobile and also on facebook messenger. Nonetheless, SMS marketing can be used to get more buyers to your local community space.
Radio marketing is another tool that we can utilize to market our products or services but is not much effective as other methods of digital marketing. In radio marketing, we can only target a few people who use radio for their amusement. Radio marketing is effective for the local businesses and small organization who are not so affected by the social media marketing.
Banner advertisement is good than all other channels of offline marketing. It easily grabs the attention of customers and develops a good bond with the customers. Banner ads are image-based ads that are more powerful in offline and online marketing both.
What is Digital Marketing Strategy?
Digital marketing is an essential part of today’s world. With both competitors and potential customers who remain constantly online, digital marketing is the only way to stay ahead. Digital marketing is a detailed plan that how you can utilize the different digital marketing channels to achieve your business goals. While making digital marketing strategy you need to consider that which channel is to be used. A most common mistake made by many digital marketing people is that they try to execute everything at once and by the end of the day they get no results.