What is meant by Digital Marketing?
Digital Marketing comprises of two words “DIGITAL” & “MARKETING” where Digital means platforms or mediums like phone, laptop, PC with internet working on them and marketing is what it is. “Promotion and brand awareness of a product”.
Here are some interesting definitions of Digital marketing I found on the internet
“Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.” – Wikipedia
“The marketing of products or services using digital channels to reach consumers. “ – lexicon.ft.com
If you look closely at the above definitions, the one given by me – does not look so bad.
At least, I was trying to pass the right message. Although, my explanation was quite near to my 5-year-old son’s way of explaining things. I kind of got it right.
Since we know what is digital marketing (you have 3 definitions to guide you through the darkness. If they don’t convince you. Nothing will. Even google’s complicated algorithms shalt fail to demystify Digital Marketing for you), let’s move ahead and understand the medium which drives digital marketing -“Internet”.
Internet was developed as a part of research by British scientist Tim Berner Lee. It was a part of the military research project he was working on.
Eventually, what started as a simple military project went on to become the lifeline of every digital device.
Quoting Tim Berner-Lee “Compared even to the development of the phone or TV, the web developed very quickly”.
The features offered by the web are amazing but what amazes me more is the speed at which web overtook every other medium in terms of growth and popularity.
Today an average individual spends approx. 5 hours on internet and spends 1 hour (approx.) watching TV.
Internet has our attention all the time. From finding jobs to reading news, internet is what keeps us glued to our digital devices from morning to evening.
Looking at how fast internet caught everyone’s fancy, it was only a matter of time before marketers discovered the medium where their target audience spends most of their time.
Yes, Digital Marketing was born out of necessity to convert the wide audience on Internet into customers for brands.
As someone said, “Necessity is the mother of all inventions”.
Here “Necessity: tap the huge amount of population on internet” was the reason for the invention of “Digital Marketing”.
How does Digital Marketing work?
Digital Marketing works on the simple fundamental of promoting a brand over internet.
The technique of promotion varies based on the goal, target audience and budget in hand.
I will go one by one with various strategies to do Digital Marketing.
- Search Engine Optimization:
Search Engine Optimization or SEO, as it is popularly referred to as, is a technique to get a website to rank high on Google for relevant keywords.
The higher the rank, more is the expected traffic or visitors to website from google.
And the more the traffic to your website, better are the chances you will make sales, increase readership or achieve whatever goal you are trying to achieve with your website on internet.
What makes SEO the most famous of all Digital Marketing Techniques is the method’s reliability to drive traffic from search engines.
SEO made an entry into the world of digital marketing when search engines like Google were becoming the most popular websites on internet.
Today, SEO can proudly proclaim to be the oldest of the lot (all digital marketing techniques).
Despite SEO evolving dramatically over the year (because of Google’s every evolving algorithm), the fundamentals of SEO have not changed.
For an SEO process to work, all it takes is:
- A website on which SEO is to be done. Don’t ask me what this means 🙂 You obviously need a website to work. Without a website, what are we optimizing?
- Relevant Keyword research to find the best keywords for the website. In this step, you find the best keywords which have less competition and drive more traffic to your website
- Writing SEO Optimized content matching the keywords selected.
- Following simple SEO onpage optimization steps to optimize a website. The step primarily involves getting rid of issues like bad design code, right tags, right keywords, optimizing website speed, etc. Precisely speaking, it is all about making your website more user-friendly.
- Finally, Off page work which involves link building.
And no spam techniques.
Although SEO is not as easy as it was a few years back, the organic traffic a website can get because of SEO makes it the darling of digital marketers.
You can anytime check the latest blogs, articles, tutorials from our team related to SEO under our Search Engine Optimization blog section.
- Social Media Marketing:
Search Engine Optimization was born out of the popularity of Search Engines, Social Media Marketing was born out of the popularity of Social Media Platforms.
It is estimated that in the year 2019, there will be 2.77 billion users on social media. The number roughly amounts to 71% of internet users in the world.
When the world got hooked on social media, Internet Marketers took notice.
It was also the time when SEO was getting increasingly difficult.
SMM was the lifeline internet marketers desperately needed and when it arrived, it took the market by storm.
Social Media Marketing today is one of the most widely used methods of promoting a website/blog on internet.
The technique involves:
- Setting up an account on social media platforms. (there are so many of them. You can select one of the famous ones from the list).
- Creating appropriate content
- Content Promotion
- And engaging users to convert them into meaningful traffic to your website
One of the benefits of social media marketing is the reduced dependency on Google for promoting the business.
Furthermore, social media promotion also allows you to establish your brand presence on social media (without having a website) and promote the brand on social media platform itself.
You can easily notice Facebook pages these days without any website to speak of. They provide their contact details on their page itself. Thereby generating leads directly from their social media presence.
Social media platform allows business owners to establish a two-way communication with end users which allows them to reach customer care faster and provide feedback at the earliest.
You can anytime check the latest blogs, articles, tutorials on social media marketing from our team under our Social Media Marketing blog section.
- Paid Advertisement:
Let’s accept it. SEO is slow and SMM can take its own time. (I find SMM to be a little unpredictable at times).
Can businesses wait so long?
Now Imagine a scenario, where you do not have time to wait for results of SEO and SMM to start showing.
Well! It is possible but it comes at a price. Paid advertisements allow you to reach your audience faster than the conventional slower methods of digital marketing.
You set a budget for your campaigns by selecting the platform you want to promote on (Google’s PPC being the most famous) and you let the campaigns roll.
The benefit is the instant traffic you get by bidding on keywords for which you want your website’s link to occupy the top spot.
The disadvantage is the money you will end up spending if a campaign is not optimized properly.
Again, all the paid campaigns are an integral part of every company’s strategy. Even SEO, SMM requires a shot in the arm to get some traffic flow in initial days.
You cannot wait until eternity for the unpredictable Google to let you come on top of rankings and think, what if your website is just around the corner from reaching the top of rankings and Google updates its algorithm?
All the hard work done over the years will go down the drain.
This is where Paid Advertisements like PPC or Facebook Ads can help you instantly. You basically are paying websites like google, facebook to show your ads on their platform in front of users who have shown interest in similar products/services in past.
- Email Marketing:
In layman language “Email Marketing is the technique to send mass emails with your promotions, offers, services, etc to a to a database of users”.
On a personal front, I find email marketing to be spam. Especially, when you buy a database from third parties. As per me, until and unless you build a database yourself, you are just a spam email marketing company flooding the database of emails you buy from some third party with spam emails.
Anyways, I am not here to discuss the moral values and take the high ground be proclaiming to be the only “Ethical Digital marketer”.
There are hundreds, if not thousands of email marketing software available on the market to help you do email marketing.
Some of the prominent ones being mail chimp (my favorite), aweber and mailer lite.
You can send beautifully designed emails to your target email database and try to create a connection with the receivers of emails.
If your product/service/offering clicks, they will come to your website and you might get sales.
As I mentioned earlier, I am not a big-time fan of email marketing as cleaning my email box of spam is a task – I hate the most.
Hence, I stay away from email marketing but there are companies which use the technique very effectively.
The technique still works and is quite famous in the corporate world.
When I have to use Email Marketing as a medium of promotion in Digital Marketing, I only send emails to the database of subscribers on my blog.
These are the noble souls who find my blogs interesting and have taken the pain to fill in their email id in the annoying “subscribe to newsletter” pop up box which shows up out of nowhere in the article for them.
And this finishes the list of methods to do Digital Marketing. Phew! That was long.
Moving to the Benefits of Digital Marketing:
- Digital Marketing is an optimal way of promoting your brand (money and time-wise).
- With Digital marketing you can approach a wide range of audience within a limited time frame.
- The campaigns in Digital Marketing are easily customized and flexible to change based on the results generated.
- Digital marketing campaigns are also measurable, effective and give a clear ROI.
- The impact of Digital Marketing campaigns is “Long Term”. i.e, until and unless your content is on the internet, you keep reaping benefits of the same in term of ongoing traffic, backlinks (which impacts rankings), etc.
- And with the whole world going digital, Digital Marketing is the future.
I know I have just scratched the surface in explaining how you can do digital marketing but worry not, all the blogs after this one will follow a pattern where we will be explaining in depth about each topic of digital marketing.
Till then, keep reading and learning from the content we are producing at our blog section in The Sharp Brain.
We are still on track for simplifying digital marketing.
If you find any topic which you as a layman cannot understand, drop us an email and we will send you a tutorial to help you learn Digital Marketing.