DIGITAL MARKETING AND VARIOUS MODULES IN DIGITAL MARKETING

 

 DIGITAL MARKETING

WHAT IS DIGITAL MARKETING?

        It's all about marketing your products and sevices through internet for the promotion of business.Different digital channels such as Social media,Email.Search engines and websites are utilized to interact with current and prospective consumers.It is nothing but online marketing.

TYPES OF MARKETING:

There are two types of marketing as they are follows

•Traditional Marketing

•Digital Marketing

•Traditional Marketing:

           Traditional marketing has many facets. For instance, it includes tangible items like print ads in magazines or newspapers, business cards. It can also include commercials on radio or TV, posters, brochures and billboards. Anything except digital ways to promote your brand is traditional marketing.

          Another meaning of traditional marketing is when people find your business through reference or network and start buying your product or service. It is a conventional form of marketing your brand, which helps to reach an audience with offline modes of advertising.

The major fundamental aspects of traditional marketing remain the same even though it has evolved over the years. The selling techniques remain on the four P’s- product, price, promotion and place. Every brand should know how to include these four P’s of marketing in their business.

The four P’s of marketing

• Product- When you have a better understanding of your product, only then will you be able to effectively market it. A product can be an intangible service or a good that fulfills the needs and wants of the target audience.

• Price- The cost of the product is based on how familiar you are with it. When it comes to demand, supply, profit margin, etc, price is to be kept in mind.

• Promotion- The way you advertise your product and show it to the target customers is known as promotion. Promotion can be digital or traditional.

• Place- Putting the right product at the right time and place in front of your target group is what traditional marketing relies on. When you place a product in the right situation, you increase the chances of converting the prospects into consumers.

• Advantages of traditional marketing

  • Longevity
  • Finding ads in newspapers, magazines or on billboards is easy.

  • Disadvantages of traditional marketing                                                                                                 

  •Reaches only the local audiences

  •In some caes,results are not measured

  •Traditional marketing is one way and static

  
  

  
  
  
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•Digital Marketing:

As long as technology is evolving, digital marketing continues to grow. Digital marketing includes social media mentions, websites, banner ads and YouTube videos. Digital marketing is quite similar to traditional marketing but just uses digital devices. One can start promoting business through social media marketing. Online marketing is a form of inbound marketing, and its main aim is for customers to find you.

Marketing your business through social media channels becomes easy like online organic search, paid search or by reading content online like article or blog. The audience becomes familiar with your content as and when they keep seeing it, which helps build trust.

Advantages of social media marketing

• Increased brand awareness

• More inbound traffic

• Search engine rankings start improving

• Higher conversion rates

• Customer satisfaction

• Improved brand loyalty

• Cost-effective

• Why digital marketing?

  • Results are easier to measure
  • Digital marketing campaigns can reach a lot of people
  • One can tailor their campaign as per the audience
  • Engaging way of reaching your audience
  • There is direct contact between the business and its audience
  • Two-way communication

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What is Traffic?

      The amount of people URL type-ins, bookmarks, or media links that are not trackedvisiting your website is called Traffic.They are grouped into different segments, depending on how they found you.

Direct traffic  Get your head around the types of traffic that you’ll commonly see used in online analytics

Campaign traffic display ads, email campaigns, social media campaigns (you can create a campaign tag to link to a landing page to track this)

Search traffic from search engines, including both organic (defined below) and paid search

Referral traffic from other sites that have direct links to your site

Organic traffic all traffic that comes to your site as a result of unpaid search results.

Various modules in Digital Marketing:

•Search Engine Optimization(SEO)

•Search Engine Marketing(SEM)

•Social Media Marketing(SMM)

•Social Media Advertising(SMA)

•Email Marketing

•Content Marketing

•Analytics

•Marketing Automation

•Integrated Digital Marketing

•Mobile marketing

•Search Engine Optimization(SEO):

                             Search Engine Optimization or SEO is one of the most important modules of digital marketing. It is also one of the hardest skills to specialize in. Search Engine Optimization refers to making your content appropriate and worthy enough to be ranked on the Search Engine Results Page (s) popularly known as SERP. This process in which your article appears on the first page of a SERP is known as SEO ranking. There are two types of Search Engine Optimization

•On page SEO

•Off page SEO

•Search Engine Marketing(SEM):

                 This module refers to bidding and putting up ads on search engines and other sites for visibility. Search Engine Optimisation is deriving results through organic traffic. That takes time and patience. Therefore, it can be said, SEM is the module in digital marketing that brings your website or blog to the forefront in SERP with a nominal amount to start with, which can result in huge ROI. PPC or Pay Per Click is the major feature of Search Engine Marketing. 

To specialize in  Search Engine Management(SEM) you will have to gain knowledge about PPC and how it works. Also, GOOGLE ADWORDS, FACEBOOK PAID ADS, YAHOO, BINGE ADS and their alternatives that can benefit your marketing initiatives. and how to use them effectively for your business goals

•Social Media  Marketing(SMM):

Social media is a crucial aspect of any digital marketing campaign. It is such an intrinsic part of the online business that any marketing campaign is incomplete without social media platforms being a major part of it. You need to have knowledge about the different social media channels, even the ones that are low profile, content creation tools especially for social media, branding tools for social media, the idea behind sharing on social media, etc. One of the most important elements to consider is the time for posting messages.

Organic content has a lot of scope for success in social media. You have to determine the best time to post and disseminate important information. Consequently, marketers who specialize in social media marketing module have to be adept at assessing key performance indicators known as KPIs. Shares, likes, and comments determine the success of your organic social media marketing. It should be able to influence readers to take an action like visiting your site or recommending your page.

•Social Media  Advertising(SMA):

There are two ways to optimize your reach and exposure through search engines, that is Search Engine Optimisation (organic) and Search Engine Marketing (paid). Likewise, there are two modules to social media as well in digital campaigns. Social Media Marketing (organic) and Social Media Advertising (paid)  
Facebook, Instagram, Twitter, Linkedin, etc are great social media platforms to showcase the unique qualities of your brand and gain followers. You have a free version and a premium version which is the paid option to get views likes and shares om social media. To become proficient in social media advertising, you have to thoroughly understand the concept of various paid services from the channels. Facebook ADS, utilities of sponsored content, best practices for all these channels, and optimizing the business pages using the tools available at your disposal.

•Email Marketing:

The email marketing module is paramount to digital marketing success. Email marketing comprises the system of sending out newsletters, welcome emails, brand stories, giveaways, Tutorials, customer journey stories, etc. Email marketing involves the building of a loyal customer base and engaging with them regularly. It also involves the segmentation of your target group according to their demands, tastes, and preferences. There are a host of email marketing tools available to marketers for effective email campaigns.
For someone starting out, it can feel overwhelming but with time and correct guidance you can grasp the workings of an email campaign well.

• Content  Marketing:

Today, content marketing has become one of the most coveted skills for brands to promulgate and develop their businesses. Seth Godin who is regarded as the last word of entrepreneurship emphasizes the importance of content marketing the most. According to him, it is the only type of marketing that is relevant.

•Analytics:

The analytics module is a fundamental part of digital marketing. Having adequate knowledge of analytics is of the essence for any digital marketer. Analytics basically deals with statistics and reports pertaining to your visitors, consumers, customers, etc. If you are a web marketer you are familiar with Google Analytics. But to have specialized knowledge of the different metrics and to become a pro at analyzing these elements, you have to possess a keen discernment of the needs of your leads and customers. To accomplish your objectives, you must learn about website traffic, its sources, AdSense, data models, how analytics work, Funnels, workflow management, heatmaps, etc. These are technical terms that a marketer needs a thorough understanding of, to consider themselves as an analytics expert. 

•  Marketing Automation:

All digital marketers employ the use of Marketing Automation features to carry on their marketing efforts. Marketing automation is comprised of software and tools that assist business houses to schedule and post content on different marketing channels automatically. When you purchase from a site you will see automated emails updating you on your purchases, payments and various other details. In the case of content, they help in adding the content to the sitemap, and tags and segments relevant information to display to users based on their like history. 

•  Integrated Marketing:

           

 Integrated marketing refers to using all the different online marketing channels wisely to accomplish your business goals. But you have to remember, the inbound marketing module is not just integrating these channels. It is a much diverse concept that requires a marketer to be proficient in a lot of areas. For example,  landing pages, audience aggregation, lifecycle emails, engagement criteria, demographic knowledge. Media planning, the efficacy of pillar pages and clusters, E-Commerce selling, influencer, and affiliate marketing, etc. Therefore, inbound marketing covers all of the aspects of other marketing modules. Still, it retains its own components as a different skill set. 

• Mobile Marketing:

 

                Many of you are going to read this article on your mobile devices. Need I say more? Mobile Marketing is a prime module of digital marketing that requires diligent care and attention. The ease of use makes them a vastly popular device to consume information. Customers consume the highest number of different content through mobile devices. Mobiles are indispensable in our lives today. No longer a luxury, it has become one of the most necessary things for the smooth running of our daily life. Evidently, mobile marketing is a potent digital solution for small and medium business houses.