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What Is Digital Marketing? A Guide To The Basics

27 Oct 2022

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Marketing, in general terms, is the process of identifying and addressing customer demands. It is a critical aspect in this competitive world because successful marketing activities can generate inbound leads and attract a huge consumer base. For many years, all businesses have used the traditional marketing cycle, then why have they suddenly all shifted from traditional marketing to Digital Marketing? Even though Digital Marketing is a relatively new technique, almost everyone goes for it to grow their business. Well, the answer is the expansion of digital technology, which includes the broad and pervasive usage of computers and mobile phones. As a result, the term "digital marketing" came into existence.

Without further ado, let's have a look at the exact meaning of Digital Marketing!

What Is Digital Marketing?

Digital or online marketing is promoting companies/brands through the internet and other means of digital communication in order to engage with prospective customers. As a marketing channel, this covers not only email, social media, and web-based advertising but also text and multimedia messaging.

All in all, Digital marketing is defined as any marketing campaign that uses digital communication.

Basics Of Digital Marketing

Traditional Marketing is static and referred to as one-way communication. In contrast, Digital Marketing is a dynamic, ever-changing process. As we know, customers cannot interact with a company through a billboard or newspaper advertisement. However, digital marketing allows two-way communication between a company and its current or potential customers.

Research says that screen usage is at an all-time high these days. Digital Marketer takes advantage of this situation and advertises the products of businesses and services over the internet. Businesses can increase the likelihood of their marketing efforts reaching customers by targeting them where they spend the majority of their time.

Everyone follows a digital marketing strategy, from small enterprises to large corporations to MNC companies. Many companies are in search of Digital Marketing professionals that can help them gain significant commercial benefits. Online marketing, SEO, social media marketing, and content development are some components of a successful digital marketing plan.

Different Ways Of Digital Marketing

Digital marketing is a broad phrase that refers to various methods for promoting a company's interests to prospective customers. There are numerous ways to perform digital marketing, depending on the objectives and goals of the company. It's not a one-size-fits-all workout.

However, here are a few significant components of digital marketing:

Search Engine Optimization (SEO):

The practice of enhancing the website's ranking in major search engines to generate web traffic is known as SEO. For this, SEO follows a number of sub-processes like Technical SEO, On-Page SEO, and Off-Page SEO. 

You may utilize SEO to enhance visibility dramatically and start a long-term consumer relationship by leveraging keywords and phrases. SEO is described as leveraging popular keywords and phrases to improve a website's ranking in internet search results and hence its organic site traffic. As exposure is the first step to a long-term consumer relationship, strong SEO methods are extremely important in digital marketing initiatives.

Search Engine Marketing (SEM):

SEM makes use of paid internet advertising to improve the visibility of a website in search engines. SEM is frequently used in tandem with SEO. 

Social Media Marketing (SMM):

Social media marketing entails reaching out to individuals on various social media platforms like Facebook, Instagram, Twitter, etc., via content marketing campaigns (postings), sponsored adverts, or a combination of the two.
A social media marketing campaign's primary purpose is to raise brand awareness and build social trust, but as you learn more about it, you may utilize it to generate leads or even as a direct sales channel.

Pay-Per-Click (PPC):

Pay-per-click (PPC) advertising allows you to reach internet users via a variety of networks. PPC campaigns can be set up on Google, Bing, Linkedin, Twitter, Pinterest, and Facebook to show adverts to those looking for phrases related to your products or services.
Users can be segmented in PPC campaigns based on their demographic features (age, gender, etc.) as well as their specific interests or geography. You pay a fee to the supplier every time a user clicks on your adverts (and thus the term pay per click). Google Ads and Facebook are the most prominent PPC platforms.

Email Marketing:

Email marketing allows companies to send promotional content to potential customers directly via email. Automated newsletters are frequently used as a part of Email Marketing. It is a method of communicating with potential consumers or people interested in your brand, assuming that they want to hear from you and that you are not spamming their inboxes. 

Many successful online firms and marketers use all other digital marketing channels to acquire leads for their email lists and then use email marketing to convert those prospects into clients. 

Affiliate Marketing:

Affiliate marketing, one of the oldest forms, has recently gained popularity as Internet usage has increased drastically. In general, affiliate marketing entails promoting other people's items in exchange for a commission each time a sale or lead is generated. Affiliate programs, such as those offered by Amazon, pay out millions of dollars per month to websites that sell their products.

Affiliate marketing should be included in your digital marketing strategy as a means to get individuals involved in your brand and sell your products for a commission.

Content Marketing:

It's all about the content in content marketing. The digital world contains a vast repository of information in many formats, such as text, photos, audio, and video. A content marketing campaign's purpose is to use creative content to reach out to potential customers. Typically, content is uploaded on a website and then pushed using social media, email marketing, SEO, or even PPC advertising.
The difference between having a blog and operating a content marketing campaign is that the latter has clear goals. It knows what content to publish, when and who to target, and how to track the efficacy. Essential tools of content marketing include Blogs, Infographics, Seminars, Webinars, etc.
These were just a few to mention; other than this, there are many more different approaches like mobile marketing, video marketing, SMS marketing, etc., to implement a digital marketing plan. For most firms, effective inbound marketing necessitates the utilization of a variety of digital marketing techniques.

Stages Of Digital Marketing

Digital Marketing involves many steps. Below are common steps that almost every business follows to implement Digital Marketing:

Determine Marketing Objectives:

The first stage in this process is to determine particular objectives, such as growing sales, generating leads, expanding brand awareness, or increasing subscribers.

Solidify the Sales Process:

Understanding the digital sales process and how clients will make digital purchases is critical to maximizing the benefits of digital marketing.

Isolate your target market:

Using enhanced buyer personas to create solid target demography helps isolate the perfect clients to acquire your goods or services.

Choose Marketing Channels:

With your target demographic and buyer profiles in hand, it's time to figure out which digital marketing channels will help you reach your ideal customers.
Establish Clear Criteria: To evaluate a digital marketing plan, it's a good idea to set clear success benchmarks and track progress along the way.

Adjust as Needed:

After developing and implementing a digital marketing plan, it's critical to track progress toward objectives and make adjustments as needed.

Closing Note

Marketing using the internet and other electronic devices is referred to as digital marketing. It's not a single procedure but rather a collection of sub-components that you can apply depending on your goals. As not all strategies work for all organizations, it's critical to develop a digital marketing strategy that outlines how you'll use each one.
A digital marketing manager is in charge of keeping track of all digital marketing efforts. He needs a thorough understanding of how the internet operates in order to determine which marketing actions are most appropriate for a certain project. The content manager, SEO manager, social media manager, and email marketing manager are all standard parts of a digital marketing team.

If you want to be part of the Digital Marketing team, join Fingertips Digital Marketing Course now!

About the Author

 fingertips Fingertips

Fingertips is one of India's leading learning platforms, enabling aspirants - working professionals, and students to enhance competitive skills and thrive in their careers. We offer intensive training in areas such as Digital Marketing, Data Science, Business Intelligence, Artificial intelligence, and Machine Learning, among others.

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