What is Digital Marketing?
Digital marketing is a method of promoting products or other business enterprises using digital technologies rather than using conventional marketing campaigns. Before taking up a project, digital marketer should create a framework that emphasizes the present marketing scenario along with the new trends. It is so important to fix which all methods should be followed since everybody got access to the digitalized world at any time.
Table of Contents
1. What is Digital Marketing?
For the question “What is Digital Marketing?”, we can give various Digital Marketing definitions and explanations. The whole marketing process involved through the internet or any other electronic device is called Digital Marketing. Advertising various services or products through different channels like websites, email, search engines, mobile apps, and social media is possible only through Digital Marketing. Social Media Marketing, Content Marketing, Email marketing, blogging, pay-per-click (PPC) are some of the examples of Digital Marketing.
To mention digital marketing assets, anything can be an asset. Some of the top-rated assets of Digital Marketing are images- company pictures, video content- product demos, branded assets- acronyms & logos, online tools/ products- calculators & SaaS, websites, Social media pages, and reviews. The asset list can increase based on the requirement and many new assets also come up soon. There are many digital marketing courses and digital marketing courses online available worldwide to become an expert in digital marketing.
What is Digital Marketing | Benefits| GangBoard
Marketing is the skill and art of selling your products, services, and ideas. Digital Marketing is the use of these skills in the electronic media. Thus digital marketing is, the marketing of products or services using digital technologies, including the internet, mobile phones, smartphones, social media, what’s an app, display advertising, and any other digital media.
The approach to digital marketing should be vivid and rich so that the result will be getting within tremendous speed. The knowledge in this industry is a must for those who are entering into this area and also if you are an entrepreneur, you are ought to have rigid awareness regarding the same to frame the best plot that can be applied to the business.
As the first stage in Digital marketing, you are supposed to have good knowledge in Search Engine Optimization (SEO), Pay per Click (PPC), Conversion Rate Optimization, Social Media Optimization, Content Marketing, Email, Mobile Marketing, and Web Analytics. A deep synopsis on the same will make a professional Digital marketing expert who is capable of managing any tools and any business enterprise.
- Search Engine Optimization (SEO)
- Pay per Click
- Conversion Rate Optimization
- Social Media Optimization
- Content Marketing
- Email and Mobile Marketing
- Web Analytics
1.1 Search Engine Optimization (SEO):
Search Engine Optimization comprises of On-page and Off-page Optimization. On-page, we will be optimizing the entire website using the SEO criteria that will boost the traffic. Also, we will be familiarized with the Google webmaster, analytics and ad words. The thorough proficiency in the same will acquire certification for you. In fact, it also gives you the technique of creating XML sitemap and robots.txt. The Off-page includes promotional activities that will increase the total number of links bonded to the website. It, in fact, increases the chances of getting a higher rank. It mainly comprises Blog and Article writing, Social bookmarking, image submission, Video Creation, directory submission, etc.
1.2 Pay per Click ( PPC):
Pay per Click includes paid search, shopping ads, media buy, Remarketing, social media advertising, display advertising, Ad copywriting and optimization, campaign management, etc. It helps our clients to see their product right in front of the searching results at the right time and on the right device. It increases the ROI (Return On Investment) and helps the entrepreneurs to reduce the cost of advertising.
1.3 Conversion Rate Optimization:
Conversion Rate Optimization is a phenomenon in which we create some hypotheses to get more people to convert on our page. The major three elements in conversion include the call to action, conversion path, and A/B Testing.
1.4 Social Media Optimization:
Social Media Optimization helps to integrate social media into the website. It can be achieved by impeding the direct links on the website.
1.5 Content Marketing:
Content Marketing is another major criterion to gain the best result. Content is always the king of any website. If it is unique enough to transfer the ideas directly to the customers, then we don’t need much effort to attain the goal. Website content creation makes you even more powerful on the vocabulary and at the same time, it needs the best knowledge in all areas.
1.6 Email and Mobile Marketing:
Email and Mobile Marketing is a must-do technique nowadays since everyone will use mobile for browsing. There is a high chance to make your works spam in email marketing if you don’t know the exact technique. We will help you to get expertise in it.
1.7 Web Analytics:
Web Analytics is one of the major tasks that should be performed at regular intervals of time. We have got many tools to get a precise report. Getting the right knowledge from the right place will make you the Digital Marketing Expert within no time. It will open the vast world of opportunities.
2. Why Digital Marketing is important?
Good marketing makes the company look smart. Better marketing practices make the customer feel smart. But digital marketing ensures and proves both of them are smart” The notable advantages of digital marketing are:
- Develops a brand of the product
- Creates loyalty in the services provided.
- Targets to the concerned audience, thus making it cost-effective.
- It generates a direct and consistent interaction with the targeted audience, thus engaging the clients.
- Provides regular feedback for the product. This saves time in collecting the feedback and maintaining a concrete plan to design feedback forms.
- It provides real-time and instant results, enhancing the publicity of the product and the manufacturer.
- Uses marketing skills 365 X 24 X 7, and there is no limit to showcase your product. However, one can also choose the time and the media of communicating about your product & / services.
- Avoids annoyance to the general audience, who are not targeted.
- It reaches the entire globe and hence has no boundaries of a geographical region.
- Requires less manpower required. Hence the anyone interested in branding his product can grab the opportunity to represent himself on the web and he may belong to a start-up business or running a turn over with millions & billions.
- Analyzes the number of visitors that have viewed the advertisement, the general trend of the interested audience, and thus return the cost and time effective value invested by the client.
- Allows defining strategies, various schemes, different policies, for the targeted audience, thus boosting the sales, driving the traffic to the website or increasing the professional correspondence.
Before picking any technology or tools for a business, it is good to know the benefits and how effective it is to enhance your business. Digital marketing by Google is a wonderful option to promote services or products. In 2020, Digital Marketing is expected to reach the height of the sky. Below are some of the reasons why digital marketing and digital marketing services are important:
Enhanced growth for small-sized business:
There are many digital marketing types that can be picked by the business owners as per the feature requirement and budget. Even a small-sized business can opt for digital marketing to advertise its services or products at a lesser cost and reach the audience at a high level. Through this method, a small range of businesses can get a good improvement and grow at a high level.
Resolving customer issues:
Either we use social media or email marketing, it doesn’t matter. It is always possible to provide resolutions for customer issues and promote the products through live chat. Social media pages or a website can be transformed into a spot where the customers can post their queries and get the clarifications.
Cost-effectiveness of Digital Marketing:
When a small-sized business is making use of digital marketing, it is mandatory to save the cost of resources, tools, and technologies that they use to promote their products and services. At less cost, it is possible to reach a high profit. A perfect plan can be created to use low-cost assets and always focus on profit and audience applause.
Mobile customer interactions:
Nowadays, most of the websites and apps are accessible through mobile too. The smartphones and a few other devices can view and operate all the accessible products available on the website. Similarly, Digital Marketing is able to promote any service or products in most of the websites and those can be accessed from anywhere in the world.
Simple adoption of strategies and techniques:
Online marketing is simple to understand. Anyone can easily get an idea which one gives a positive result, and which are resulting in a failed manner. The implemented strategies through online digital marketing provide real-time outcomes.
3. What is Digital Marketing Strategies?
To have successful digital marketing, you need to concentrate on Digital Marketing strategies to receive a tremendous result and success. Below are some of the vital Digital Marketing strategies that would afford an advantage to receive more opportunities.
|1.||Search Engine Optimization (SEO)||SEO is one of the most important and effective Digital Marketing strategies. To manage SEO concepts, every company should have an SEO expert to get both basic level and advanced level assistance for Digital marketing. To improve a website and get a high rank in the search engines, SEO is very much required. When SEO based content is displayed on the website, you will be at a higher rank and more people can view your page. This would help your business to get a marvelous success. The topmost advantages of SEO are:
|2.||Pay-Per-Click (PPC)||PPC is an auction-based mechanism and a paid form of promotion. Using PPC, it is possible to bid on keywords with which your ads can post to the first place and available for the users for primary visits. Advertisements appearing on top of the search result is a big plus for the services or products. When a person clicks on those links, you need to pay for that click. This is like you are paying for the positive result that you get when a click happens on the posted link. Through this digital marketing strategy, you can get more customers to your advertisements and even get more purchasers. The topmost advantages of Pay-per-click are:
|3.||Email Marketing||Email Marketing mainly targeting to gain more and more new customers and also to retain the existing customers. To build brand consciousness, maintain a top place in the user’s mind, and cheer-up for repeat purchases, Email-marketing is the best digital marketing strategy. Developing and cleansing campaigns is the core area of email-marketing. You can provide all the reliable and valuable information to attract customers and always make them subscribe to the services or products. The topmost advantages of Email Marketing are:
|4.||Content Marketing||Many companies are relying on Content Marketing strategies to promote their business. Content plays a major role in this digital marketing strategy. Content may be a video, posts, blogs, infographics and so on that provide more values. The format of the content doesn’t matter whereas only the content information is important to enhance your business. If the content is original with high quality, many people would suggest or recommend your information to their friends, colleagues, families, and people in social media too. The topmost advantages of Content Marketing are:
|5.||Voice Search Optimization||One of the newest and modernized digital marketing strategies is Voice Search Optimization which is being adopted by many companies these days. Optimizing the fresh website content and existing content is possible through this type of strategy. The main objective of Voice Search Optimization is to bring your website on the first page- the first page and in addition to earning featured snippets. You must pay attention while using voice and text as the queries may vary from every individual.
The topmost advantages of Voice Search Optimization are:
|6.||Social Media Marketing||Social Media Marketing is the top internet marketing strategy for a growing business. Through Social Media Marketing, you can easily increase the brand awareness and more conversations with the customers are possible. Based on the audience and your business, you can select various Social media options like Twitter, Pinterest, Facebook, LinkedIn, and Instagram. The topmost advantages of Social Media Marketing are:
|7.||Video Marketing||To drive better revenue and profit, Video Marketing is the best digital marketing strategy. Nowadays, people are getting bored with reading ‘n’ number of pages to get detailed information on your services or products, hence videos play a major role to promote the business. Creating crispy and informative videos will reach most of the audience. Video can be of an event, announcement, instructional, behind the scene and many more. You can post the videos in various social media portals too to increase the probability of users. The topmost advantages of Video Marketing are:
4. Structure of Digital Marketing
A better structure of digital marketing will result in the best marketing activities. Getting into pure digital marketing technology, we need to have a prior plan in order to avoid failures. Digital Marketing plan is not just an oral design, but it should have a list of actions and operations. Create a digital marketing plan document that holds the details on business goals, different channels, investment, budget, required resources, activities to perform, roadmap and deadlines. Below is a detailed structure of Digital Marketing:
Analyze the situation:
Before you develop a digital marketing plan, the foremost thing to do is to perform an analysis of the company internally and externally. Make use of the SWOT analysis framework for this process through which you can find out the company’s weaknesses, strengths, and opportunities. It is good to know the ecosystem, requirements of customers, number of resources and workflow. Look out the factors like mediators, digital behaviors and influencers. Below are some of the questions that you need to raise while planning for digital marketing.
- What are the hindrances that you face?
- What are the competitors and how do they face challenges?
- Are there any threats available to stop the company’s operation?
- What are the technologies available to promote your business through Digital Marketing?
- What are the negative factors that affect project development or sales?
- What are the positive factors that impact project development or sales?
- Do we have the information on digital marketing trends?
- Do we face any challenges or obstacles in financial status?
Implement your Digital Marketing plan:
Once you are having the answers for those queries and good to go, start to establish some of the goals. The entire plans that you have created should travel towards the business goals. Make use of the SMART goal’s framework (Specific, Measurable, Attainable, Relevant, and Timely) to establish digital marketing goals.
Explain the marketing approach:
So now start personalizing your digital marketing and define the strategy that you will use. While defining the strategy, focus on the below few key points.
Segmentation of targeted audience:
Know who are the customers of your business, obtain the characteristics of the customers like requirements, tastes, and preferences, etc. This is the best level to generate buyer identity.
To attract the users and be in the number one position, pay more attention while producing, issuing and handling the real content that promotes your service or products. In addition, you should have a separate plan on how to write the content for different channels.
Research on Keywords:
Identify the precise keyword list to use in the content which would obviously improve the SEO positioning. This will increase the users’ count for your website.
Digital Techniques and Strategies:
Pick up the right digital marketing strategy from the list of strategies that well suits your services. Consider the factors like budget, type of product/service, audience and then decide the best digital marketing strategy.
Computing Marketing Results and KPIs:
You are done until you get the results and KPIs. Analytics is the most important pillar for successful digital marketing. With the help of KPIs, you need to measure each action to find whether we earned ROI as per the expectation.
5. Digital Marketing Certifications
Below are some of the top-rated Digital Marketing online courses and certifications to get into the renowned digital marketing companies.
|S. No||Certification Name||Description|
|1.||Google AdWords Certification||Google AdWords Certification comprises the course content of AdWords fundamentals focusing on different modules such as Mobile Advertising, Video Advertising, Shopping Advertising, and Display Advertising. If not acquiring pass marks in the first attempt, it is possible to retake the exam after 7 days. This specific exam is free of cost.|
|2.||HubSpot Content Marketing Certification||Appearing for HubSpot Content Marketing Certification would be a very good option to become a specialist in content marketing and grow with a better career. This is a 3.5 hours course that contains the concepts of content ideation, content repurposing, storytelling, content framework, content analysis, and promotion. You can complete this course at free of cost.|
|3.||Hootsuite Social Media Marketing Certification||Hootsuite is one of the best platforms for social media marketing. There are 15 assessments and lessons for this course. You need to take up an online exam of 60 questions and this certification does not have an expiration date. On completing the Hootsuite course, your name will be listed as HootSuite Social Media Consultants directory and also a badge is published. Under Hootsuite Social Media Marketing Certification, we have three different types which are Social Marketing Certification (cost: $199), Advanced Social Advertising Courseware and Certification (cost: $249), and Advanced Social Media Strategy Certification (cost: $999).|
|4.||Google Analytics Certification||Google Analytics Certification is the best tool to measure improvements in website traffic. This is a very simple certification for beginners and effective for advanced level users. You can take up this certification at free of cost.|
|5.||HubSpot Inbound Marketing Certification||Through HubSpot Inbound Marketing Certification, you will be able to get knowledge on inbound marketing practices and HubSpot platform. The concepts handled in this course are how to attract the users, gain more customers, and transform them into a promoter. There are 11 classes for this course which is 4.5 hours. You can appear for this course at free of cost.|
6. Digital Marketing 2020 Trends
We can see a tremendous and constant change in the digital marketing landscape. In the year 2020, we will receive many new digital marketing trends along with the existing and ongoing features. Though there are many technologies like AI, Machine Learning and Big Data are available in today’s trend, we need a powerful tool to advertise and perform marketing to promote the services. In that way, Digital Marketing comes into the picture and helps the business to bang with great success. To know more about the upcoming Digital Marketing trends in 2020, refer to the below key points.
- In digital marketing of 2020, Chatbots plays a major role and this will empower more than 80% of customer service. Most of the businesses are expecting to have Chatbots in the upcoming years.
- In 2020, you will be able to personalize your products, content, and emails as per the requirement using Digital Marketing.
- Video Marketing is currently an effective trend, and this is said to become more powerful for the next 5 years. Most of the companies are incorporating their product/service videos in social media channels in current days. 1 to 1 video and Live videos are made available for business to enhance their proceedings.
- Social Messaging apps like Facebook messenger, what’s up, and WeChat are becoming popular worldwide and there are many promotions happening too. Still, we can wait for more and more apps in the near future to promote your business. To deliver information, foster contact, encourage sales, include people in actions, etc can be done by digital marketing through different apps.
- Voice search is an increasing concept these days and it has become more important for digital marketing. Instead of typing more and more words for a search, people are opting voice search option. In 2020, more than 50% of people will use voice search and in the next years, few countries are expected to have smart speakers.
7. Digital Marketing Jobs and salaries
Digital Marketing is a thriving, active and massive sector for marketing where we can get ‘n’ number of digital marketing job opportunities and roles. Each role has its own uniqueness and responsibilities to develop robust and ground-breaking digital marketing strategies with the help of SEO, PPC, SEM, and various other techniques. This will help to fascinate traffic to the company’s website and upsurge alertness of the company’s services and products. Those who are passionate and have creative ideas for their career can opt for Digital marketing jobs and further enhance their creativity skills. The below table provides a detailed view of a few job roles and responsibilities of Digital Marketing along with the salary details.
|S. No||Job Roles||Description|
|1.||Digital Marketing Manager||Digital Marketing Managers are responsible for developing, executing, and dealing with marketing campaigns to promote a company’s service or products. They are the ones to drive website traffic and obtain leads. The approximate salary for a Digital Marketing Manager would be $62,000 per annum.|
|2.||Social Media Marketing Expert||Social Media Marketing Expert can perform the task on merging social media management and marketing to augment the organization’s social media existence, cooperate with intended viewers, endorse the brand’s appealing content, and mount the prospects to raise the income. The approximate salary for a Social Media Marketing Expert would be $42,000 per annum.|
|3.||Digital Marketing Executive||Digital Marketing Executive must analyze the online marketing strategies that are suitable for an organization. It’s their duty to plan and implement marketing campaigns, maintain the policies and distribute the required content for the company’s website. The approximate salary for a Digital Marketing Executive would be $50,000 per annum.|
|4.||Search Engine Optimizer||Search Engine Optimizer, otherwise called SEO specialists are the ones who work on the search engine result page for the website ranking and boost up the website’s traffic. Many Huge companies are hiring SEO specialist roles for marketing divisions. The approximate salary for a Search Engine Optimizer would be $52,000 per annum.|
|5.||Content Marketing Manager||Content Marketing Manager must deal with the entire content-based marketing process. They are responsible for managing ebook publications, guest blogging, video marketing, blog management, sales page content copywriting, email, etc. The approximate salary for a Content Marketing Manager would be $70,000 per annum.|
8. What does Digital Marketing include?
Digital marketing generally comprises at least the following components
|Content Writing||PPC||SEO||Email Marketing||SMS & MMS||Social Network|
|Appropriate, correct, simple, user-friendly content attracts the clients.||Flexible, visible and effective “advertisements/content available to
the audience, for a particular search
|Enforces user-friendly website “to link to other social media
|Fastest yet straight “forward method of
interaction with the target
|Sending textual and images||Launching campaigns, Developing “strategies, designing “schemes, framing schemes, framing
policies for the benefit of the target
audience as well as the organization.
9. Future of Digital Marketing
Digital Marketing has the potential to shape the future of human civilization. It has explored the past traditional marketing and alloyed with the latest technology to reach every nook of the globe. With high ROI (Returns On Investment), digital marketing has empowered the product and/or services to the maximum extent. Digital Marketing has a bright future as it has already stretched itself from B2B, B2C, and C2C. The Government of India has appreciated as well as implemented the use of digital technology. To support the drive, many digital marketing courses have emerged in the education industry. Job profiles designated with Content writers, SEO Analysts, Digital Marketers, etc are new openings in every domain of the industry. Free Wifi has already kindled the public places, encouraging the common man to upgrade himself digitally.To summarize, Digital marketing is the easiest, safest, quickest and branded approach to reach the audience and stay connected with them.