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 ever-

growing 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