Introduction of Digital Marketing Digital 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.
Digital marketing is the promotion of products or brands via one or more forms of electronic media and differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.
History of Digital Marketing The term digital marketing was first used in the 1990s, but digital marketing has roots in the mid-1980s, when the SoftAd Group, now ChannelNet, developed advertising campaigns for automobile companies, Digital marketing became more sophisticated in the 2000s and the 2010 Digital media growth is estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010.
Why Digital Marketing Is Important Digital media is so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know. Digital media is an evergrowing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences.
Biggest Category in Digital Marketing o Search engine optimization (SEO) o Search engine marketing (SEM) o Content marketing o Social Media Marketing (SMM) o Pay-per-click advertising (PPC) o Affiliate marketing o Email marketing o Web analytics o Mobile marketing
Web Analytics Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website.
Search engine optimization (SEO) SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query. SEO thus helps you get traffic from search engines. Designing and developing a website to rank well in search engine results. Improving the volume and quality of traffic to a web site from search engines. Marketing by understanding how search algorithms work, and what human visitors might search.
Search engine marketing (SEM) Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. Search Engine Marketing is used as an umbrella term to encompass both SEO (search engine optimization) and paid search activities.
Content marketing Content marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience online
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 in an online community of users
Social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. One of the key components of SMM is social media optimization (SMO).
Pay-per-click advertising (PPC) PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.
Affiliate marketing Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.
Email marketing Email marketing is sending a commercial message, typically to a group of people, using email. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
Mobile marketing Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas. Type of Mobile Marketing :
SMS marketing MMS Push notifications App-based marketing In-game mobile marketing QR codes Bluetooth Proximity systems Location-based services Ringless voice mail
Digital Marketing Advantage Use content to connect to consumers online According to NewsCred, 72 percent of marketers think branded content is more effective than advertising in a magazine, and 69 percent say it is superior to direct mail and PR. Maintaining a dominant online presence is crucial to both customer convenience and marketing success. Track customers from the first interaction and throughout the entire buyer's journey With analytics for digital marketing, you can track a potential customer's actions, decisions and preferences, so you have true insight into your audience's behavior. Optimize for conversion The ability to track a customer's journey beginning at the first click allows you to test and optimize your website for conversion on an ongoing basis. Mobile Connect with customers Having a dominant online presence that is optimized for smartphone and tablet users can influence buying behavior. 82 percent of mobile searchers use their phones to check on prospective in-store purchases, and 65% look for the most relevant information to their queries. 33 percent of mobile users have purchased from a different brand than the one they had in mind because of the information listed.
Realize higher ROI and revenue Increasing your digital outreach is a more predictable way of increasing your revenue than traditional marketing methods. Additionally, digital marketing provides you with real data, and predicting and realizing ROI is much easier done with real data in hand. Analyze and adapt easily Because digital marketing provides real, timely data, you can observe and adapt to trends and the actions that real people are taking. You don't have to rely on a sample data set or make some educated guesses — plan, execute, and adapt on the go based on true performance data. Become more competitive Digital marketing is how businesses are working now, and will continue to work in the future. If your business is not already in the digital marketing game, then you're behind. Ensure your business is competitive by employing a smart digital marketing strategy.
Disadvantage of Digital Marketing Easier to have outdated information on the internet, update timing is a critical issue here. There is a lot of competition in the market and by the time visitor reaches the product they have already gone through many links and got the required product. Unless they find what they are looking for quickly. There are many pros and cons of internet marketing. It’s important to consider each when creating an internet marketing strategy.
Conclusion Scope for Internet marketers will only get bigger and better in the coming years. The Number of Internet users in India have increased considerably and also the time spent on the web by an average Internet has increased. In 2016, over 30% businesses had an integrated digital marketing strategy Over 70% businesses are of the opinion that traditional marketing has lost its vigor Revenue coming from Internet marketing has been increased by 30% Over 80% business are expected to increase their digital marketing budget in 2017