Digital Marketing

Digital marketing is a form of marketing that leverages the internet and digital
technologies, such as computers and mobile devices, to connect with customers.
More than running a sponsored Instagram ad to drive sales, it's a set of practices
that interacts with customers at every stage of the buying journey.

Digital marketing strategy includes email, social media, advertising, and

multimedia messaging that is distributed through mobile and web. Over 60
percent of the global population is online, and more people are joining them every
day . That's why companies are now increasing their digital marketing budgets by
double-digit figures while traditional marketing gets slashed .
Why Digital Marketing?
In digital marketing, a reporting and analytics engine can be layered within a campaign
which allows the organization or brand to monitor in real-time how a campaign is
performing, such as what is being viewed, how often, how long, as well as other actions
such as response rates and purchases made.
The use of digital marketing in the digital era not only allows for brands to market their
products and services but also offers online customer support through 24x7 services to
make the customer feel supported and valued.
 The use of social media in digital marketing interaction allows brands to receive both
positive and negative feedback from their customers as well as determine what media
platforms work well for them.
 Digital marketing provides increased advantage for brands and businesses. It is now
common for consumers to post feedback online through social media sources, blogs, and
websites about their experience with a product or brand. Not surprisingly, billions of
marketing dollars spent on traditional channels is already starting to shift to digital
marketing campaigns and this will continue to increase as the Web matures.
Digital Marketing Channels/ Types
 SEO

1. Search Engine Optimization (SEO)

SEO can be understood as the process of optimizing the structure, design, and content of your website so the
Search engines can index them accurately and position sites in the top results of SERPs. SEO also incorporates
different promotional activities that boost search engine ranking of your site.
Off-Page Optimization
It is the process of boosting search engine rankings of your website by getting external links pointing back to
your site. The more effective quality links you can get to your webpage, your site will have better chance to
rank in SERPs.
On-Page Optimization
On-page optimization is directly related to the content and structure of the website and it focuses on-
Unique title tags and Headlines
Keyword frequency in the URL, Body Text and Headings
Synonyms
Copywriting
Adding description to images
Good Internal Navigation
Digital marketers use SEO marketing to ensure that potential customers
actually find their products or services online. Generally, SEO marketing
targets organic search terms, meaning marketers create content that
naturally aligns with and ranks for top search terms related to their product.
Search engine marketing (SEM) strategies typically incorporate both organic
and paid media, such as buying ads on Google.

Some common ways to go about SEO include:

•Creating quality content that meets searcher intent
•Using keywords to help search engines identify relevant material
•Using long-tail keywords (specific phrases that searchers use) to help
content reach its target audience
•Ensuring that content loads quickly and is compatible with mobile devices
2. Social Media Marketing
Social Network Marketing incorporates marketing strategies that use social media channels
as marketing tools for optimizing exposure of a brand, targeting audiences, conversions and
returns. Social Media marketing can be done by adding social media links to the site content.
Social Media Marketing aids an online business get direct feedback from their customer on
different social websites like Twitter, Instagram, Facebook, LinkedIn, MySpace, Instagram,
YouTube, etc.
The success of a social media marketing campaign is based on “Personal” interactions
between the user and business.

Examples of social media marketing include:

•Videos posted onto social media as a part of a larger campaign, such as this 80s-themed
music video produced by peanut company Planters for the holidays
•Pictures posted on Instagram that reflect a brand’s identity, such as Patagonia’s nature-filled
Instagram account
Facebook Marketing: Facebook includes most powerful social media
marketing features that allow marketers provide videos, photos, longer
description option and testimonials on their Facebook page for others
to see.
Marketers can make a group or join a group of their liking on Fb and ask
questions or give answers related to topics associated with your kinds
of businesses.
There are automated scheduling tools available to automate Facebook
Marketing, which makes it one of the most quantifiable SMM channels
incorporated in most of the basics of digital marketing e-guides.
Twitter Marketing
Twitter marketing is one of the best ways to reach out new customers without invading their
privacy.
Twitter is actually a micro blogging service that lets marketers send and receive messages.
It helps businesses contact and communicate with their customers.
You can also create your personal page in twitter, upload your site and share information
regarding your business on Twitter.
LinkedIn Marketing
LinkedIn connects professionals from various backgrounds.
It provides professionals an opportunity to expand their businesses by connecting with
other business professionals.
By using widgets, LinkedIn members can promote their company directly to their clients.
“Company Page” can also be created on LinkedIn that acts like a business resume for your
client to have a quick overview of your business.
Video Promotion
Video promotions are amongst the quickest ways to reach your prospects.
Visual effect creates more powerful impact on customer than print or digital
text.
Video promotion enables marketers explain the product more convincingly
compared to any other medium.
Social Media Marketing on “YouTube” help marketers turn their viewers into
fans then fans into customers.
Video promotion also aids in getting a good rating because there is very less
competition for video promotion pages.
Attaching script with your video helps you gain maximum viewers. In addition,
you can repurpose your video content into a presentation, transcription,
screenshots as podcasts and images, and digital marketing PDF downloads.
3. Online Paid Advertising
Online Paid Advertising, Pay per click advertising or PPC is another important
digital marketing channel that you need to understand while going through
introduction to digital marketing. In paid advertising, you need to pay each
time a user clicks on your Ad. You need to pay according to your bid amount
and one of the most popular pay per click programs is Google AdWords.
Facebook Ads
Facebook offers its users the unique facility of paid advertising to advertise
their product or services on Facebook.
Facebook offers different options like Click to Website, Page Post
Engagement, Website Conversion, Page Likes kinds of Paid Advertising
options
Google Ads:
Google’s own advertising service which allows you to place search
results for your website on a search engine results page (SERP) by
paying for them.
There’s no need to wait for your new site to work its way organically up
the rankings. By using paid search you can see immediate results and
it’s not nearly as difficult to use or expensive as you may think.
Paid search
Paid search is the term we use for advertising within the listings of a
search engine. These normally appear at the top of a SERP or to the
side, and increasingly look more and more like organic results. At the
moment Google places a small green ‘Ad’ label on them
Basic principles of Google Ads
In a nutshell, you pick some keywords that a searcher might use on Google, then
create an advert that will appear on the SERP based on those keywords.
Of course you’re probably not going to be the only company wanting to serve adverts
to people who use those particular terms. Rival companies can bid for the same
search term.
Of course, you’re probably not going to be the only company wanting to serve
adverts to people who use those particular terms. Rival companies can bid for the
same search term.
If you want your ad to appear at all, you have to bid against other marketers on how
much you’re willing to pay Google Ads every time a searcher clicks on your ad.
The more you pay per click, the more likely your ad will appear in the search results
(which is why paid search is often referred to as PPC, which stands for Pay-Per-Click).
However, and this is a big however, unlike other real-time bidding models, it’s not
just the highest bid that is taken into account. To determine how high your ad
appears up the SERP and whether it’s shown at all, Google will assign it something
called an ‘Ad Rank’.
Typical examples of PPC advertising include:
 Banner ads that flank web content on the sides or top of
the page
 Social media ads that appear in the feeds of targeted
audiences
 Ads that appear when a specific keyword is searched on a
search engine, such as Google
What is Ad Rank?
Ad Rank is a metric that Google uses to determine the order in which paid
search ads are displayed on the SERP. Per Google Ads Help:
“Generally speaking, the ad with the highest Ad Rank gets to show in the
top position and the ad with the second-highest Ad Rank gets to show in
the second position (assuming the ads clear the relevant thresholds), and
so on.”
Your bid amount is just one of five factors that go into calculating Ad
Rank. Other factors include:
The quality of your ads and landing page (reflected in your Quality Score)
These can depend on things like the topic and nature of a search,
location, and device type
Bidding
You pay Google Ads each time your ad is clicked. The price you’re willing to pay for each
click is called cost-per-click (CPC).
You can pick a maximum bid amount, and if you choose the automatic option, Google
chooses the bid amount for you within your budget, and theoretically brings you the
most clicks possible within that budget.
There is also another less common option called cost per impression (CPM). This is
where you pay the search engine for every 1,000 times your ad appears on the SERP.
The user doesn’t have to click through.
You can choose between either method.
The time it takes for Google Ads to look at all the relevant advertisers bidding for a
search term, decide whether there will be an auction or not, hold that auction, work out
which ad offers a mixture of highest maximum bid + quality score and finally serves that
ad on the results page, is the time it takes for someone to type a search term into
Google and receive the results.
Twitter Ads
Marketers can directly implement Twitter ads right into the timeline of
Twitter that lets ads inherently fit in, and hence do not distract the
viewer’s experience.
Twitter is considered incredibly competent through its promoting Ads
and product. Some of the noticeable Twitter Ads are-
Twitter new Ads arrival with Download options
Ads with click to call button
Promoted hashtags, promoted account, promoted tweet
Twitter Cards
4. Email Marketing, Mobile App Marketing & Web Analytics
Email marketing is one of the most pervasive and effective strategies to
reach optimum users with least expenses. It is a type of direct
marketing that utilizes email as a method for correspondence. Email
marketing is a proficient approach to remain associated with the
customers and in the meantime advancing your business and services.
With email marketing, marketers can likewise track how much
percentage of individuals has demonstrated enthusiasm for your item
or administration. Proficient email marketing is considered as a superior
approach for well-organized digital marketing campaigns. Here are a
few advantages for email marketing-
Permission-based list building, which is a making of an email list by
giving a sign box to imminent email contacts and affirming their
endorsement with a subsequent email.
Some common examples of emailing marketing include:
 Timed emails that raise brand awareness during holiday seasons
 Blast emails that inform recipients about upcoming sales events
 Targeted emails that send personalized offers and messages to specific
groups on an email list
Mobile App Marketing
Growing prevalence of smart-phones makes mobile app one of the most important
parts of ‘digital marketing. While building your mobile App, below given are the
important things you need to pay heed upon-
You need to optimize social media presence of your App by improving a steady social
media following on different social networks like Facebook, Google+, Twitter, Instagram,
Tumblr, etc.
You should drive engagement across your mobile app by focusing your efforts on
boosting ongoing engagement and keep updating fresh content to influence users have
interest in your app.
Another important factor is to increasing app store ratings that you ought to try, as this
will drive a lot of traffic to your app.
Ensuring a steady rise in app downloads is one of the important things you need to
consider in mobile marketing. However, if your product is valuable, its download rate
will automatically increase.
Web Analytics
This strategy is helpful to quantify what numbers of individuals have
gone by a site, and how frequent they have used the site or what
course they have selected to reach your site. It is exceptionally helpful
for marketers as they can make sense of it, which digital marketing
strategy is effective, and which is most certainly not. This is thoroughly
covered during introduction to Digital Marketing.
Different Web analytics tools can be used to measure whether your site
page is working effectively or not.
Some of the most common Web Analytics tools are Google Analytics,
IBM Coremetrics web analytics, Adobe site catalyst, IBM’s Unica
Netsight, Piwik, Yahoo marketing dashboard, Moz, etc.
5. Content marketing
Content marketing connects with target audiences through original
content, such as blogs, articles, and newsletters. It is often used to raise
brand awareness through material that appeals to a particular audience.
Content marketing can take many forms across a range of digital media
channels, including:
 Informative articles and blog posts
 Original videos
 Podcasts
 Newsletters (like Substack, Medium, or LinkedIn)