Digital Marketing Overview

Digital Marketing Overview

First, you need to know...

What is Digital Marketing?

Digital marketing is the process of using the web and the internet connected services to promote your business and website. The main objective is to promote brands and business using various forms of digital media. It is often referred to as internet marketing or online marketing.

“Digital Marketing” is an umbrella term for the Marketing of products or services using Digital Technologies, including the use of the internet, mobile devices, tablets, display advertising, and any other Digital Media.

Digital Marketing goes from planning to execution more quickly More affordable to deploy than traditional marketing and advertising Gives fans/viewers/readers a chance to share your content Gives the brand more time and space to tell its story More cost-effective and measurable Greater engagement Far greater exposure 24/7 It goes viral using the Internet, Social Media, website and an app Digital Marketing campaigns are easier to attach to other campaigns. Digital Marketing campaigns have longer shelf lives

Website design (user experience), Search engine optimization (SEO), Pay per click (PPC), Social media marketing (SMM), Email marketing, Display advertising (banner ads) goal is to generating traffic, sales, and leads.

Using a number of different strategies, each of these may serve a different purpose Strategies work together to drive traffic to a business (either online or offline) Converting a onetime visitor into a returning, loyal customer.

Basic terminology and their use in digital marketing: -

1.    Design:

What does the layout look like? How are color and text used? How are the visuals incorporated?

2.    Innovation:

 Does the website look like a template, or is it original, conveying the uniqueness of the organization?

3.    Content:

 Is the content fresh and interesting? Does it get updated frequently?

4.    Technology:

Do the pages load promptly? Do hyperlinks work?

5.    Interactivity:

Is the information presented in a variety of ways to engage the user, including text, video, photos, and hyperlinks?

6.    Ease of Use:

 Is it hard to navigate the pages or perform a search function? Is it responsive? Do you have analytics built in? Is smart SEO built into your site?

Advantages of Social Media Marketing (SMM)?

ROI (return of investment), Many tools and systems are available to calculate your ROI and to measure the effectiveness of your digital marketing campaign. ROI tools, Google Analytics, Google AdWords, Social media monitoring tools. these modules will help u to measure your ROI.

Today’s time of Internet has opened the gateway of tremendous digital marketing opportunities for businesses. By utilizing different channels of digital marketing, businesses cannot just share their product and services online; additionally, they can gain clients for their business, entice them and can convert them to boost their ROI. The speed and straightforwardness with which the digital media transmits data and support business is astonishing.  In this Introduction to Digital Marketing E-Guide, every single aspect of Digital Marketing will be discussed to help marketers understand what Digital Marketing is, how it functions, and how it can help them optimize their marketing campaign.

The world is super-connected nowadays and all things considered, marketing and advertising are no more the same as they once were. This is particularly valid because of the ascent of online networking, which has changed how organizations speak with potential and existing customers.

So, before jump onto the introduction to Digital Marketing, let’s know what precisely Digital Marketing is and what does it incorporate? Essentially, it is an the aggregate term, which is utilized where advertising and marketing meet web innovation and different types of online media platforms. Let’s firstly throw some light on the basics of Digital Marketing via the definition given below, this is the first step when we talk about the introduction to Digital Marketing-

Digital Marketing| Definition:-

Digital Marketing can be understood as a well-targeted, conversion-oriented, quantifiable, and interactive marketing of products or services by utilizing digital innovation to achieve the customers, and transform them into clients in a sustainable fashion. The whole concept and functionalities of Digital Marketing are more competent, effective, result-oriented and measurable, which make it very different from traditional marketing.

The the traditional way of marketing lets businesses market their products or administrations on print media, radio and TV commercials, billboards, business cards, and in numerous other comparable ways where Internet or web-based social networking sites were not utilized for promoting.

However, traditional promoting approaches had constrained client reachability and extent of driving clients’ purchasing conduct. In addition, traditional marketing methods were not quantifiable too. Let us understand the noticeable difference between Traditional Marketing & Digital Marketing-

Difference b/w Traditional Marketing & Digital Marketing

TRADITIONAL MARKETING

Communication is unidirectional in traditional marketing, which means, an organization communicates about its services with its audiences.

Medium of communication in traditional marketing is generally phone calls, emails, and letters.

Campaign in Traditional marketing takes more time as designing, preparing, and launching are involved.

It is best for reaching a local audience.

It is almost impossible to measure the effectiveness of a traditional marketing campaign.

DIGITAL MARKETING

Communication is bidirectional in Digital Marketing as businesses can communicate with customers and customers can ask queries or make suggestions to businesses as well.

Medium of communication is more powerful and involves social media websites, chats, apps and Email.

Digital marketing campaigns can be developed quite rapidly and with digital tools, channelizing Digital Marketing campaigns is easier.

It is very effective for reaching global audiences.

Digital Marketing lets you measure the effectiveness of a digital marketing campaign through analytics.

Digital Marketing accomplishes targets of marketing of a business through various Digital Marketing Channels.

Now, in this Introduction to Digital marketing guide, we will go through different digital marketing channels and understand their roles-

SEARCH ENGINE OPTIMIZATION (SEO)

SEO can be understood as the process of optimizing the structure, design, and content of your website so the Search engines can index them accurately and position sites in the top results of SERPs. SEO also incorporates different promotional activities that boost search engine ranking of your site.

HOW DOES SEARCH ENGINE WORK?

Generally, most of the Search engine does- Spiders or Web Crawling, Indexing & Displaying.

Spiders & Crawlers: In this, spiders crawl over the web for searching the content. Once spiders finish the scanning process, they copy the searched content to store that in a search engines database. Web crawlers collect the following information from a webpage.

Indexing: Search engines crawl and index the content of different web pages and additionally, they keep track of all those relevant pages in keyword-based indices. To determine the ranking, the search engine looks into the content of the page, Page URL, Page Title, Domain Age, Topicality, Domain Trust, Social Signals, Number and the relevance of external pointing links to the page and another factor

Displaying: This is the last step in how a search engine works and it involves retrieving of the best-matched results for the search queries and then displaying the search result to the visitor.

ROLE OF KEYWORDS IN SEO

Introduction to digital marketing, PDF emphasizes that keywords play the most important role in SEO, as its right use is the key to successful SEO. It is what a user enters on the search bar to find specific information. Different important terms associated with Keywords are-

Keyword Density- More keywords can even get you penalized for “spamming “or keyword stuffing and that is why having keyword density from SEO point of view becomes mandatory. For best result, you need to have keyword density around 3-7% for the major and 1-2 % for minor keywords.

Keywords in URL- You need to know that the first word is the best to position for a keyword in URL

Keywords in Title tag- Keywords should be at the beginning of title tags, 10- 60 characters, no special characters

Keywords in description meta tag- Show theme less than 200 characters

Keywords in Keyword meta-tag- Show theme less than 10 words

Keywords in Headlines- Use Hx font style tags appropriately

Link Building in SEO- It involves Off-page and On-page optimization-

OFF-PAGE OPTIMIZATION

It is the process of boosting search engine rankings of your website by getting external links pointing back to your site. The more effective quality links you can get to your webpage, your site will have a better chance to rank in SERPs. A quality Backlink has following qualities–

Incoming links from high page rank webpage

Use of different anchor text

Use of Do-follow or No-follow links

Having A backlink from a similar niche blog or website

Avoiding black hat SEO

High Trust

Good Domain Authority

High Relevance in the subject matter of the linking and destination domains

Site Age that shows site stability

ON-PAGE OPTIMIZATION

On page optimization is directly related to the content and structure of the website and it focuses on-

Unique title tags and Headlines

Keyword frequency in the URL, Body Text and Headings

Synonyms

Copywriting

Adding description to images

Good Internal Navigation

SOCIAL MEDIA MARKETING

Social Network Marketing incorporates marketing strategies that use social media channels as marketing tools for optimizing exposure of a brand, targeting audiences, conversions and returns. Social Media marketing can be done by adding social media links to the site content e.g. RSS feeds and sharing buttons. It can also be done by promoting sites through social media channels by updating tweets, statuses, blog posts, photos and so on. Most of the Digital Marketing PDF considers SMM as the second most important digital marketing channels.

Social Media Marketing aids an online business get direct feedback from their customer on different social websites like Twitter, Instagram, Facebook, LinkedIn, Myspace, Instagram, YouTube, etc.

areThe success of a social media marketing campaign is based on “Personal” interactions between the user and business.