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What Is Digital Marketing & Why Do You Need It?
By Definition; Digital Marketing is basically online marketing of brands / products / services on the internet or any other digital device. It encompasses just about every online marketing activity ranging from websites to social media, SEO, Apps, search engines rankings, email to paid ads etc.
Today, the online domain is larger than any other form of marketing arena & just about every brand from modest size to large, giant corporations have an online / digital presence. Multifarious reasons that requisite your brand presence within the digital space today are:
Building Brand Awareness
Engaging Prospective Customers
Strengthening Customer Relationships To Build A Loyal Customer Base
Converting Prospects Into Leads & Subsequently Into Sales
Marketing itself is a funnel that dwells results with the increase of numbers at every level. Beginning with the number of available population funneling down to the prospects or target segment. Now, to maximize your sales spectrum, you need to maximize your reach to the prospective customers which due to demographic limitations can only be accessed via the digital space.
Various Modes of Digital Marketing
Digital Marketing can be executed via various modes such as:
SEO Marketing - As talked about in the SEO services segment, SEO is what essentially helps your brand gain visibility through On-Page & Off-Page SEO activities. It is what makes you visible to the audience worldwide actively searching for info / product / services you're offering by making search engine pick your website/page up & present is to the viewers on the search page results.
Content Marketing - At the core of SEO is content which once curated with keywords is your recipe that is used in the SEO mechanism. It involves creation & subsequent promotion of content to create brand awareness, driving traffic to the page / website & generating leads to be converted into sales. Content marketing is accomplished through various avenues like; website content, blog posts, eBooks & white papers, videos, infographics, podcasts & webinars etc.
Social Media Marketing - This involves marketing your brand using various social media channels like Facebook, LinkedIn, YouTube, Twitter, Instagram etc.
Popular options of sharing content are posts, tagging, hash tags, mentions & videos.
Social Media is the widest used digital medium of marketing. This happens to be the most popular channel along with having the highest user base.
Pay Per Click (PPC) - While, the above mentioned methods yield organic traffic & are long term propositions, Pay Per Click (PPC) is a paid form of marketing where you are required to pay every time a viewer clicks the ad displayed by the platform to send traffic to your website. While PPC offers instant results & trackable in terms of results, there's virtually no guarantee that the leads would convert into sales.
Affiliate Marketing - It is a form of marketing where websites with decent traffic install banners, promotional / marketing content to send traffic to someone's website & gets a commission upon successful conversion into sales. This is typically done with an influencer or another brand as cross promotion or commercializing the website while getting a cross reference traffic link on your page.
Influencer Marketing - This contour of marketing is where an influencer with a sizeable viewership / following promotes your brand amongst his / her follower base. Unlike the Affiliate form of marketing where the affiliate gets paid upon conversion of the lead, the influencer gets paid irrespective of the conversion status into sales. The influencer is paid just for promoting your brand amongst his followers.
Email Marketing - This is the mode of digital marketing with the most effective tracking mechanism in terms of efficacy. Considered extremely precise in its delivery & returns, email marketing also reflects the pinnacle position in terms of conversion. Combined with the economical factor, it certainly can help brands build a loyal community for long term conversion.
Online PR - This pattern of marketing involves receiving promotion & coverage from online publications, blogs & digital print media where they cover & publish your brand content & deliver it to their users. Online PR also presents an opportunity of engagement with the audience directly through comments, reviews & feedback.
Mobile Marketing - More than 50% of all online traffic comes through mobile devices, which leaves nothing to just imagination as far as power of mobile devices is concerned. This in turn has made content, presentation & delivery pretty much mobile phone centric & content being consumed at a far greater rate.
Conversion Rate Optimization (CRO) - Various tracking tools & analytics provide the real time data about user behavior & opportunity to optimize your website to match up & enhance the user's experience. While this aids your ranking on the user preference charts, it also boosts your position on search engine result pages (SERP). The tracking can before all forms of marketing aspects ranging from email to PPC to the SEO.
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