Digital marketing is defined as using of the internet and online platforms including social media to promote a particular service. The scope of digital marketing in India is quite big as it picking up right from its introduction to the nation because of its unique skill to market goods and services to a massive global audience with majority of the costs of traditional marketing being removed which makes digital marketing more beneficial than traditional marketing. Digital Marketing can be divided into 8 major categories which are
Search engine optimization
The goal of SEO is to get a business to rank higher in Google search results. Ultimately increasing search engine traffic to the business’s website. To accomplish this, SEO marketers research words and phrases consumers are using to search for information online. And use those terms in their own content. It is no longer good practice to “stuff” your content with as many keywords and keyword variations as possible. Using keywords in the crawl-able page content is now being considered as a better practice. And will make your pages have a higher ranking in search results.
Pay per click
Pay-per-click refers to paid advertisements and promoted search engine results. Like SEO, PPC is a way to increase search traffic to a business online. Pay-per-click can refer to the advertisements you see at the top and sides of a page of search results. The ads you see while browsing the web, ads before YouTube videos and in ads in mobile apps.
when someone clicks on your ad and lands on your website. You can spend just about any amount of money on pay-per-click advertising. When you set up a pay-per-click campaign, you will also be able to choose whether you want your ad or promoted results to be shown to users all over the world, or only within a specific geographic area. If you are marketing a brick-and-mortar business, this ability to tailor by location helps you not waste ad dollars serving ads to users who don’t live anywhere near your business
Social Media Marketing
This includes everything a business does via social media channels. Just about everyone is familiar with social media, but marketers must approach social with an integrated and strategic approach. Social media marketing goes far beyond simply creating posts for social channels and responding to comments.
To be effective, efforts must be coordinated and consistent rather than an afterthought. To help keep posts consistent, there are many online tools available to automate and schedule social media posts, although marketers only should use automation as a tool, not a “set it and forget it” solution. Users will figure it out quickly if there is no real person behind the posts.
Social media marketers should not be in a silo separate from other marketing functions. Social marketers need to work with the company’s wider marketing team to coordinate their message across all platforms, online and off, so that every part of the brand is telling the same story.
Content Marketing
Content marketing uses storytelling and information sharing to increase brand awareness. Ultimately, the goal is to have the reader take an action towards becoming a customer, such as requesting more information, signing up for an email list, or making a purchase. “Content” can mean blog posts, resources like white papers and eBooks, digital video, podcasts, and much more. In general, it should first and foremost provide value to the consumer, not just advertise the brand or try to make a sale. Content marketing is about building a sustainable, trusting relationship with your customers that can potentially lead to many sales over time, not just making a single transaction.
Email Marketing
Even with the emergence of social media, mobile applications and other channels, email is still one of the most effective marketing techniques, Rogers said. It can be part of a content marketing strategy, providing value to consumers and over time convert an audience into customers. Email marketing pros not only know how to create compelling campaigns, they also understand optimal audience outreach and are skilled at analyzing customer interactions and data, and making strategic decisions based on that data, according to the American Marketing Association.
Mobile Marketing
This digital marketing type is focused on reaching your target audience on their smartphone or tablet. Mobile marketing reaches people through text messages, social media, websites, email and mobile applications. Marketers can tailor offers or special content to a geographic location or time, such as when a customer walks into a store or enters an event.
Marketing Analytics
One of the major advantages of digital marketing is that it is highly trackable and measurable. Once, the only trackable marketing pieces were coupons and similar direct mail offers. If a customer used the coupon, you knew the message resonated. Today, analytics allow marketers to track user behavior at a highly detailed level: how many times they click on a link, how much time they spend on a web page, how often they open emails, and much more. But the vast amount of information available about digital marketing performance can feel like drinking from a fire hose, and marketers must be able to truly understand what the data mean and how they should inform strategy.
Not only does this allow marketers to learn what is successful with consumers and adapt their marketing messages moving forward, it also means they can demonstrate their value to the company. Understanding all of this data and using it to make strategic decisions is an important part of a digital marketer’s work, and one that sets them apart from their traditional counterparts.
There are many tools available for measuring the success of digital marketing campaigns, and many marketers will use some combination of these tools, depending on their needs and their audience
Affiliate Marketing
- With the increased prominence of online marketing, affiliate marketing—also known as influencer marketing—has become popular among many organizations in bridging the gap between consumers and organizations. But, what is affiliate marketing?
- Affiliate marketing utilizes the ever-growing popularity of industry experts and social media influencers. In working with these third-party influencers, your organization will collaborate to promote your products or services for compensation. In collaboration, influencers will engage their audience with posts, blogs, or videos to bring in more business for your organization and create new leads.
- Within the last few years affiliate, or influencer marketing has grown immensely with new media like Instagram, YouTube and blogs being a mainstream form of entertainment, news and shipping. Affiliate making has become one of the more popular forms of digital marketing.