INTRODUCTION TO DIGITAL MARKETING :
Digital marketing is a broad term that includes all marketing channels and methods you can use
to promote products or services on the Internet but also on electronic devices such as TVs,
mobile phones and electronic billboards.
The main difference between digital marketing and traditional marketing is that digital marketing
campaigns are executed exclusively through digital channels and this gives marketers more
control, tools, and data to analyze the effectiveness of a campaign.
DEFINITION :
Digital marketing is the component of marketing that utilizes internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and platforms
to promote products and services.
Benefits of Digital Marketing
1. Cost-efficient: You can easily plan a successful online marketing strategy within your budget
by the use of digital marketing that offers an inexpensive technique in comparison to other
advertising channels such as radio, TV and more. A well-panned and well-managed digital
marketing campaign can reach a large audience at a lower cost than the traditional marketing
methods.
2. Better exposure: Reach numerous prospects by switching to a digital marketing campaign
within a small investment. Be found where your audiences are looking for you. You will notice
long term results by using digital marketing.
3. Save Time: Digital marketing provides real time results within no time. Time is precious for all
of us, so why waste even a Nano second. Advantages of Digital marketing offers you an
opportunity to see the number of visitors to your site, what is the conversion rate, what is the
peak trading time, how many subscribers have added you in a day and more.
4. Social currency: Digital marketing gives you a chance to create engaging campaigns using
different types of media. These campaigns can go viral on social platforms, passing on from one
person to another, hence gaining social currency.
5. Brand Building: Brand building is what every business tries to accomplish and digital
marketing helps develop your brand by promoting it on several platforms, the more viral your
brand goes, the more reputation your brand will earn in the eyes of search engines as well as
users.
Digital marketing modules
1. Search engine optimisation (SEO)
2. Search engine marketing (SEM)
3. Web analytics
4. Email marketing
5. Social media marketing (SME)
6. content marketing
7. Mobile marketing
1. Search engine optimisation (SEO)
● Search engine optimization (SEO) is the process of growing the quality and quantity of
website traffic by increasing the visibility of a website or a web page to users of a web
search engine.
● SEO considers how search engines work, the computer-programmed algorithms that
dictate search engine behavior, what people search for, the actual search terms or
keywords typed into search engines, and which search engines are preferred by their
targeted audience.
● SEO is performed because a website will receive more visitors from a search engine
when website ranks are higher in the search engine results page (SERP). These visitors
can then be converted into customers.
2. Search engine marketing (SEM)
● Search engine marketing (SEM) is a digital marketing strategy used to increase the
visibility of a website in search engine results pages (SERPs).
● SEM earns traffic through the process of purchasing ads on search engines like Google,
Bing and Yahoo.
● SEM earns traffic through the process of purchasing ads on search engines. In the
image to the left, you will see a search engine results page that is the result of typing the
keyword “digital marketing” into Google. The top four results have a small green box that
says “ad” underneath the primary title link. This signifies paid advertising. SEM is often
referred to as Pay-Per-Click (PPC) advertising.
3. Web analytics
● Web Analytics is the measurement, collection, analysis, and reporting of Internet data for
the purposes of understanding and optimizing Web usage.
● The focus of web analytics is to understand the users of a site, their behavior, and activities. The
study of online user behavior and activities generate valuable marketing intelligence and provides
−
1. Performance measures of the website against targets.
2. Insight on user behaviors and needs, and how the site meets those needs.
3. Optimization ability to make modifications to improve the website based on the results.
4. Email marketing
● Email marketing is directly marketing a commercial message to of people using email.
● It usually involves using email to send ads, request business or solicit sales or donations
and is meant to built loyality, trust or brand awareness.
5. Social media marketing (SMM)
● Social media marketing is the use of social media platforms and websites to promote a
product or service.
● Social media marketing includes activities like posting text and image updates, videos,
and and other content that drives audience engagement, as well as paid social media
advertising.
● Major social media platforms are Facebook, Twitter, Instagram, YouTube, LinkedIn.
6. Content marketing
Content marketing is a form of marketing focused on creating, publishing, and distributing
content for a targeted audience online.[1] It is often used by businesses in order to:
● Attract attention and generate leads
● Expand their customer base
● Generate or increase online sales
● Increase brand awareness or credibility
● Engage an online community of users
7. Mobile marketing
● Mobile marketing is a multi-channel online marketing technique focused at reaching a
specific audience on their smartphones, feature phones, tablets, or any other related
devices through websites, E-mail, SMS and MMS, social media, or mobile applications.
● Mobile marketing can provide customers with time and location sensitive, personalized
information that promotes goods, services, appointment reminders and ideas.
Digital marketing misconceptions :
The most common misconceptions are:
Digital Marketing VS Internet Marketing
Internet marketing is a subset of digital marketing and is not the same thing.
Internet marketing or online marketing refers to the methods you can use to run campaigns on
the Internet.
As shown in the diagram above, the main components of Internet marketing are: Search Engine
Marketing (which includes SEO and PPC), Social media marketing, content marketing, email
marketing, affiliate marketing. Mobile marketing and video marketing.
Digital marketing is over and above online / Internet marketing as it includes other digital
channels as well.
Digital marketing VS Social media marketing
When you have an active presence in social media, you are essentially running social media
marketing campaigns and not digital marketing campaigns.
Social media marketing is just one of the components of digital marketing. To fully experience
the benefits of digital marketing, you need to add more digital channels to your plan.
