Hello, everyone- My name is Jayanta Biswas and I welcome you all to Mydigitalclass. In this article, I am going to explain what is digital marketing?
Over the past few decades, marketing has had to keep up and contend with leaps in technology and our relationship to it ever since into this world. Where the internet is entwined with everything we do, the importance of digital marketing has become very clear. It has also become an integral part of what business means to its customers, so this will help you learn about digital marketing on the whole.
Before we get started, let’s take a quick look at the agenda for today’s topic I have mentioned below:
- Evolution of digital marketing
- What is digital marketing
- Why digital marketing
- Scope of digital marketing
- Types of digital marketing
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In this world, where we have more than a hundred million people who use social media on a regular basis, I expected to be at least familiar with the core topics of digital marketing. In simple terms, I would say: digital marketing is the promoting off products over the internet, any form of electronic media.
Now what people consume digital content on a daily basis, for example, in the beginning, we would read all the news all the day to day news over the newspaper. But ever since we’ve got smart phones, we’ve got tablets, everything is bound to go online activity. So very soon the traditional marketing platforms will disappear by deeply using it, but the digital market, which will completely take over the industry.
Evolution of digital marketing
- Year 1990, the term Digital Marketing was first used.
- Year 1993, first clickable banner went live.
- Year 1994, Yahoo was launched.
- Year 1996, couple of search engines launched like HotBot, LookSmart, and Alexa.
- Year 1998 Google took birth, Microsoft launched the MSN and Yahoo brought web search.
- Year 2002 LinkedIn launched.
- Year 2003 WordPress released.
- Year 2004 Gmail launched and Facebook came live.
- Year 2005 YouTube launched.
- Year 2006 Twitter launched.
- Year 2007 Tumblr launched.
- Year 2010 WhatsApp launched.
- Year 2013 Yahoo acquired Tumblr.
- Year 2014 Facebook acquired WhatsApp.
What is digital marketing
Digital marketing is referred as advertising and delivering digital content the through various digital channels. The channels can be social media platforms, multi platforms, email all of them up occasions, search engines and websites to make it simple.
In other words, Digital marketing is the part of marketing that use only digital platforms such as desktop computers, mobile and other to promote or showcase products and services.
- Digital marketing is the use of the digital platforms to reach potential consumers.
- The mail goal of digital marketing is attracting potential customers through different digital platforms to advertise, promote or showcase products and services.
Why digital marketing
Digital marketing is very important for any business and brand awareness. Website become a virtual location for the business and necessarily every brand has a website. And if few businesses don’t, then at least they have a social media presence. Consumers now expect and depends on digital content available across the digital platform to learn about brands.
Digital marketing has so many options, like you can measure it, according to the budget create your strategies, and if you are creative then at very less budget expect good result. With digital marketing, you can monitor the success and ROI of your campaigns comparatively with a traditional marketing such as a billboard or print ad.
Scope of digital marketing
In recent times, the most attractive career opportunities are coming from the digital marketing industry. If we check the statistics digital marketing industry is booming. Naukri.com, India’s largest job portal, advertised 13000 job opportunities for digital marketing through its portal in Q1- 2018.
Higher paid profile
Digital marketing profession is one of the good paid job profiles. Survay says, the national average salary of the senior digital marketing manager in India is Rs 447, 346. At present salary is growing @ 30% every year.
Digital Marketing Certification
Most of the professionals consider that certification helped them to get a new job. Hence it is advisable to join a digital marketing institute to get certified and learn marketing tools and techniques from experts.
Digital marketing industry is very volatile and rapidly changing its pattern. With skills, tools and regular improvement you can get a career enhancement and take you to the next level of the marketer. There is various subdomain within the digital marketing such as SEO, Social media marketing, online reputation management, PPC and so on.
Massive job opportunity
Digital marketing is a reliable, cost effective and measurable option for the business. It is the magic tool. Day by day people and business are joining the platform, that is the reason job opportunities in digital marketing are growing. Digital marketing is an all-season field.
Types of digital marketing
Let’s review the top ten types of digital marketing channels:
The website is the central part of your digital marketing activities. Websites host content for brands, products, services and organizations. Website itself a very powerful channel, it should be fast, responsive and easy to use.
Digital marketer performs various promotional and advertising activities and most of digital marketing activities link back to the websites, where any action is expected by the targeted audience and the conversions are tracked.
Example: File download, form sigh-ups, booking, and so on.
2. Content Marketing
As you know “Content is the King” and it is the central support structure of your entire digital marketing strategy. It comes first in any activity, maybe you are creating content to inform, entertain, inspire, or persuade your buyers through different channels.
Content is usually published on a website and then promoted through channels and different platforms like, social media, email marketing, SEO, or PPC. The most common formats of contents are text, videos, images, info-graphics, podcasts, slide decks, and ebooks.
3. Search Engine Optimization (SEO)
SEO acts as a guide for your content marketing efforts. SEO can be divided in two parts A) On-page and B) Off-page. The core activity of SEO is to boost your website’s visibility in search engine result pages (SERPs) for a particular keyword.
Search engines like Google is regularly changing their algorithms for SERP ranking. Earlier, SEO was primarily content based, but now they are considering backlinks & its relevance, user experience and many.
4. Pay-Per-Click (PPC) Advertising
Digital advertising is a bundle of various types of online advertising and PPC type is one of them. PPC advertising enables marketers to reach Internet users on a controlled manner. The typical pricing/bidding strategies for digital advertising are cost-per-click (CPC) and cost-per-mille (CPM), i.e., per thousand impressions.
PPC campaigns can be apply on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and show ads when any one search the terms related to the products or services. PPC campaigns can segmented based on demography, interests and location.
Example: Google Ads and Facebook Ads.
5. Email Marketing
Email marketing is an ever green and effective way of digital marketing. It is the process of maintaining a database of cold and warm contacts and sending them email about your brand, products and services.
Email marketing is very useful to build the subscriber list. You can use for new customers, retain existing customer, promotion, distribute offers or share the content.
Digital marketers use different channels to add subscriber to their email lists and then, disburse emails to turn those leads into customers.
6. Social Media Marketing
The goals of a social media marketing are awareness and engagements. SMM ensure you are present on all the platforms that your target audiences are spending their most of the time. SMM platforms include Facebook, Twitter, LinkedIn, Snapchat, and Instagram. Here you can promote content through organic and paid.
Social media enables two-way interactions and your audience can interact with you on your content through likes and comments. Social media enable you to use it to get leads or even direct sales.
7. Affiliate Marketing
The concept of affiliate marketing is commission-based sales. Affiliate marketing is very old format of marketing, and the digital marketing just revived it. Company provide custom links to their affiliates. Influencers promote the products/services and get a commission every time a sale is made through their custom link. Today affiliate marketing transformed as Influence marketing.
Amazon and most of the beauty product related companies is having affiliate programs and they are paying good amount of money who sell their products.
8. Mobile Marketing
Mobile/ smart phone users are growing day by day and smartphone users across the world is expected to grow to 35,00,00,00,000 by 2020. Mobile marketing is another type of digital marketing activity that promotes products and services via mobile devices or tablets. Through mobile marketing personalized promotion can be done for goods and services. Mobile marketing enables location-based marketing for the marketers.
9. Video marketing
YouTube is the second largest search engine on the internet, and video was completely taken over the digital marketing. For so the content. Marketers are the content creators and make videos that help in our brand of vagueness, lead generation and many more. A recent report also shows that seventy five percent off marketers see video conversation rates outperform other marketing content. Making videos is also one of the ways in order to get that yard.
10. Web Analytics
Analytics comes first and same time last in any digital marketing activities. Web analytics is the process of collecting, measuring, analyzing, and representing data in a reporting format. Majorly and commonly it tracked through Google Analytics.
The data collected could be quantitative or qualitative. Web analytics helps marketers understand the sources of traffic, what’s working and what’s not, the return on investments (ROI), and how they can enhance their digital marketing efforts.
Challenges of digital marketing
Digital marketing is a technologically advanced place but very unpredictable, every day new tactics and methods are appearing. But there are challenges associated with digital marketing. What are the challenges that you will face while working with digital marketing? let’s discuss few major points here:
Building an effective website
Website is the central part of every marketing activities an obvious place to start when a business decides to go online. If your website is good then, will bring visitors and generate leads. Managing websites is one of the biggest challenges that modern marketers are facing. Website should attract, nurture, and convert leads. Otherwise, it is just waste of money and will not serve the purpose.
Most of the business know the importance of a good website, but they still struggle for it. Many businesses looking for professional web designers who can meet that of that site’s look, pleasing and also delivered a greedy user.
Understanding Your Audience.
The second most challenge is traffic generation; it’s referred to overall number of individuals who are visiting to the website site and how long they are spending their time. And if they spend more time means, you are increasing the possibilities of converting the visitor to a lead and then customer.
Now the question is how you will bring more traffic and hold them to your website. Answer is posting the relevant and good content and focus on call to action.
Before you start content generation, first you must know the target audience have to understand the buyers and their requirements. To develop buyer personas, do some research on your website visitors and do some surveys with your customers.
Once you know your audience, you can now generate content that that truly speak to them, which will increase traffic and leads.
When you are expressing your thoughts as speech, writing, video or images that is called content. Content creation is the process of contributing meaningful information to any channel for the audience.
Some forms of content creations are updating web sites, blogging, photography, videography, online commentary, and social post.
As mentioned in the second point, audience traffic and leads come if the post is having relevant and good content. Your content should be focused towards solving the problem and audience should get benefits out of it. As videos and social media posts consume more attention than any other post types.
Marketing is the least prioritized department in any organization. However, reducing your marketing budget is like your closing the opportunities. Funding is the major challenge for the marketers as digital assets are not cheap and takes lots of time and dedication. But marketers has to justify the every spending.
To be a successful marketer you have to learn how to make your case, showcase your points and ask for an increased budget. Do research on your data and present the data in a understandable format and explain how you can get more ROI.
Finding the Best Marketing Talent
Business owners/Marketing managers should focus on to finding the right human asset for the team. It is a very lengthy process to hire a correct talent and keep the talent with the organization. If you higher experienced and top talents it will be a burden for the company, but with a fresher, who doesn’t know anything about your industry and doesn’t see the whole picture.
Now days the best option for any business is to partner with a marketing agency. Agency employ the best talents and you will get a professional service with a reduced budget.
Are You Ready to Take Your Digital Marketing Career to the Next Level?
Digital space is a rapidly changing and unpredictable by nature, try new things and that willingness will refine you a better professional in the digital marketing world.
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