Digital marketing is the promotion and selling of products and services by leveraging online marketing tactics like social media marketing, search marketing and email marketing. It is the use of the internet, mobile devices, social media, search engines and other such channels to reach consumers. It is any online marketing effort or asset. Digital marketing is simply marketing. It’s examples are email marketing, pay-per-click advertising, social media marketing and simple blogging, they help introduce people to your company and convince them to buy your products and services. It’s the way businesses are getting their message to their customers. Marketing is to make the right offer at the right time and in the right place. Most of the customers today are online, using social media, staying updated on news sites and blogs and they resort to search engines for fulfilling their doubts and needs. Digital marketing puts the businesses in a position where the prospects can see them, learn more about them, their products and services. The tactics of digital marketing work together to create a foundation for a business, to attract customers, nurture relationships and make offers likeable by customers.
DIGITAL MARKETING TYPES
1.SEM-Search Engine Marketing
2.SEO-Search Engine Optimisation
4.SMM-Social Media Marketing
SEM–Search engine marketing covers both PPC and SEO work. To bring traffic to your website via search engines is not that easy and so PPC and SEO work here to bring in the said traffic through paid and unpaid means. PPC deals with paid advertising and SEO brings in organic traffic.
Keywords are the core foundations of search engine marketing strategy.One needs to identify keywords relevant to a business’s products and services.Keywords should be ones that prospective buyers will very likely use when doing a search query.One can use a Google Keyword Planner to get started with keywords.
SEO–It stands for Search Engine Optimisation.It works to make your business optimised for search engines like Google,Bing.SEO is all about moving up the search engine result page rankings to get better visibility for users searching your site.Most people will not bother to check your website if they find it not useful and uninteresting and will switch over to some other website.So SEO is totally important if one wants to generate more business from online searches.It is not a quick fix idea but will take steady time and efforts.By doing keyword research and analysis one can see how fairly we stand in competition with our competitors for keyword rankings and corresponding status.One can then work on optimising the website and it’s content for search engines and also building quality links both to and from a website to allow a website to rank and crawl efficiently.The content is crawled by search engine robots or crawlers to collate and index the data in search engine archives.Then on using a relevant search term Google will return the site as a result.The ranking shows the relevance of a site to a user’s search term and a website is successful if it manages to find a spot in between one to three.
SEO is an on-going strategy and it will give results if you invest longer in it.
PPC or pay-per-click is a form of advertising on search engines like Google.It’s a way of moving to the top of search engine result pages by paid means.It’s called PPC and your account is charged every time one of your adverts is clicked.The cost of each ad or CPC(cost per click)will depend on the quality count of your website and selected keyword.PPC campaigns can be a short-term solution and is used to advertise products or seasonal deals to boost revenue.SEO is about your ranking being earned but by PPC the first page ranking is bought.
SOCIAL MEDIA MARKETING
Social media marketing is the process of working on marketing by social media.Businesses need to invest in social media marketing via social platforms like Facebook,Twitter and Instagram to grow their base of followers and reach a new pool of potential customers.There will always be a social network depending on your type of business.All kinds of businesses are good for facebook but if one is specializing in B2B,then LinkedIn is the platform for you.If you are more of a ‘visual business’ then Instagram is your platform.
This style of marketing is not about marketing directly products and services to customers but creating enticing,informative and valuable content that will enhance customer experience.By actively posting blogs,images,videos relating to their business entertaining and informative a business can establish itself as a brand and improve your likeability with your customers.It’s the marketing done by providing written information enriching and engaging enough which build brand value and promotes the overall brand name taking it up to the highest standards and incurring profits.
EMAIL MARKETING Another form of marketing is email marketing.It’s a direct form of marketing which sends information,offers,blogs directly to your mail inboxes. One may have a sea of emails and a particular businesses’ email will matter only if it is read.It may lie along with hundreds of emails and if it is not eye-catching or a bit unique then it will get lost in the jungle of other emails.So there are email marketing tools and agencies that can help a business,Email marketing is a great way to reach customers,interact with them after their purchases or send them a newsletter.
Influencer and affiliate marketing use the ones in powerful positions usually social media influencers or industry experts.It helps a business in marketing a product or service to their respective audience.It’s become more and more popular in recent times by sites like Instagram and Youtube where companies list out a well-known influencer to promote their products and services on their social profiles or affiliate websites.These collaborations require giving away unique discount codes,sponsored blog posts or lucky draws for the influencer’s audience to build popularity and noise around a brand and business.
We all have seen viral videos on social media sites which really grab a lot of eyeballs and get likes.Some companies use the viral video method to market.They may team up with a popular viral content creator,popular social media influencer or promote it themselves.The idea of viral marketing is to create something interesting,unique and share worthy which will help to highlight their brand and company in positive ways.
In earlier times radio was primarily based on radio waves but now it’s digital.It means that radio advertising falls in the category of digital marketing.Radio ads are a great way to get a business or brand noticed and it’s done in an easier way with digital advertising
Businesses can advertise on television too without paying expensive ad slot costs on prime TV.Though there has been digital shift and social fragmentation of television advertising the 30-second ad as being a vital advertising tool in the future too.
Mobile advertising covers all forms of digital marketing.Any kind of mobile social ads,mobile search ads,mobile tv and radio ads every form of digital marketing can be transferred to mobile.Nowadays businesses all over the world are shifting more of their advertising budget into mobile because consumers spend most of their time on their mobile devices than any other device.
TYPES OF DIGITAL MEDIA
There are three types of digital media:-1.OWNED MEDIA-It’s any online asset that you control like your website or social media channels.
2.PAID MEDIA–It’s the promotion of your online content to improve traffic to your owned media assets.
3.EARNED MEDIA-Customers recommending you by word of mouth or through social media.
TOOLS OF DIGITAL MARKETING
Digital marketing requires tools to get the jobs done.Digital marketing tools allows marketers to create,test and measure the performance of their campaigns,ensure that marketers can launch and test campaigns quickly and effectively.The common digital marketing tools are—
1.SOCIAL MEDIA PLATFORMS-These are a common part of any integrated marketing strategy and social media platforms like Facebook, Instagram and Snapchat are a great way for marketers to engage with their audiences and create some buzz around their brand. These platforms offer many standard features but there are also some features specifically designed for marketing. These include Facebook Ads Manager which allows marketers to run ads and track it’s performance. Social media management tools like Buffer and Hootsuite also integrate well with these platforms and make it easy to schedule social posts and measure engagement.
2.DESIGN TOOLS–Another key part of digital marketing is design and it is more important when it comes to creating ads and content like social media and blog posts.It requires design tools like Canva and Photoshop which allow people without extensive graphic design skills to add dynamic images to their content.
3.ANALYTICS TOOLS-These include Google Analytics(designed to track stats of web traffic to a site) to social media analytics tools like Facebook Insights and Twitter Analytics which give metrics related to engagement and help marketers to optimize their campaigns.There are also tools like Periscope to measure stats on the backend of a site(specially related to conversions,sales,user demographics)that track user data,site searches and conversion metrics.
4.CONTENT MARKETING TOOLS–Marketers more focused on content generation and it’s marketing tools like CoSchedule and Hubspot are a smart help when it comes to creation and curation of content.They also help marketers to identify content opportunities and make engaging blog and social media posts that is identifiable and acceptable by the audience.Buffer enables the business to see what is the buzzword around in fans on social media that content guarantees to be impactful to gather attention for a specific event or news story.
5.EMAIL MARKETING TOOLS-The final set of tools in a digital marketer’s toolbox are email marketing tools.These assist marketers to make email campaigns that enhance content and encourage and guide their users to become more engaged with their brand by signing up for events and purchasing products.Common email marketing tools include email marketing platforms like Mailchimp and Iterable allow marketers to build email lists and automate their email campaigns.These platforms also provide analytics for each email campaign making optimization easy.
THE 10 BEST ONLINE COURSES ON DIGITAL MARKETING(FREE AND PAID)
If you want to learn digital marketing in the best manner it will be advised to do so with the help of the best online courses offered for the same.
WHO SHOULD TAKE UP THE COURSE?
Digital marketing skills are important not only for digital marketing professionals but for anyone in a business having an online presence.It includes entrepreneurs,marketing managers,marketing specialists and small business owners.
THE BEST ONLINE COURSES
These are updated courses for beginners,intermediate and advanced level learners.
1.Google Digital Marketing Courses(Free with certification)-
2.SEMRUSH Academy(Free with certification)
3.ClickMinded Digital Marketing Course(Free and paid with certification)
4.Reliable soft Academy(Paid with certification)
5.HubSpot Online Marketing Course(Free with certification)
6.Udemy Digital Marketing Course(Paid with certification)
7.Copyblogger Online Marketing Course(Free)
8.Digital Marketing Certified Associate Certification Training(Paid with certification)
9.Optinmonster Digital Marketing Training(Free)
10.Udacity Digital Marketing Course(Paid with certification)
DIGITAL MARKETING AS A CAREER CHOICE IN 2021
Over the years the digital marketing industry has evolved into a mature industry and it’s evolution has opened the doors for more digital marketing professionals.A question that comes up very often is why is digital marketing such a popular career choice and the answer to this question can be that as a career option it is open to attracts top talents as professionals from all aspects of life.Unlike the engineering,medical or financial industry this field does not define you by your qualifications.All you need in here is the knack of understanding how the internet works and what does it take to succeed on the web being your favorite playground.
The field of digital marketing is growing at a rapid rate and the average salary paid to digital marketing professionals is quite high as per industry standards.This industry is becoming an extended arm of the marketing division of like every industry today and so there is bound to be a heavy surge of digital marketing professionals taking home great sounding salaries.Digital marketing is a diverse career option that has a place for everyone ready to try creativity out of the box.Digital marketing can be done by many methods like paid ads,search engine optimizations,social media marketing and email marketing.It is a prerequisite for every marketing job.According to a recent survey 4 out of 10 marketing jobs require digital marketing skills.In 2020 2 million new digital jobs will be available in U.K alone with not many professionals for the same.Another way to know the worth of a career opportunity is to search in job portals.Digital marketing has all the ingredients to accept professionals from different educational backgrounds.It is a field which has seen a constant growing demand over the years.It is a well paying job.It is one of the rare professions where the demand is far more than the supply thus creating more opportunities in the future.
Digital marketing is a diverse field made of different sub fields, the generic careers like social media marketing, search engine optimisation, email marketing and more specific career options like-1.Content writing 2.Web designing 3.Copywriting
SOCIAL MEDIA MARKETING
The most sought after work area in digital marketing is Social Media Marketing.In it the job is to produce engaging content which keeps the social media followers coming back to your page from time to time.And social media marketing gets its popularity from the results it gets from the business owners.Social Media Marketing is used by about 76% of businesses to achieve their marketing objectives.Majority of successful brands have their social media pages to widen and maximize their marketing coverage making their brand more accessible among social media users.As a social media marketing executive you get to strategize and contribute newer ideas for the brand’s social media campaign.
Some job positions you can apply for in SMM are—
1.Public Relations Specialist/Public Relations Manager-He/she looks and maintains the image of the organization by many ways and means.
2.Market Research Analyst-He/she understands consumer behaviour through analysis of consumer data.
3.Content Writer-He/she creates catchy and informative content that will sole customer needs and wants.
HOW TO START A CAREER IN DIGITAL MARKETING
Digital marketing can help you to be an entrepreneur.You can learn affiliate marketing,earning money to sell other’s products or run an ecommerce store or be a digital marketing freelancer.These are the ways to become a digital marketer:-
1.Selection of the niche area.
2.Work up on basics
3.Find a revenue source
4.Learn from the experts
5.Keep learning, keep failing, keep experimenting and never stop to learn more.
DIGITAL MARKETING CERTIFIED ASSOCIATE COURSE DETAILS,FEE STRUCTURE
DMCA is a course designed by industry experts to help you get complete learning in the digital marketing area.Digital marketing plays an important role in enhancing brand awareness responsible for developing,implementing and managing marketing.
Fees for the program—Rs.36,000
Starting salary offered—Rs. 50,000 to Rs. 60,000
Advanced courses—Advanced web analytics,advanced SEO,Advanced Social Media
Positions offered after the course—-Digital Marketing Manager,SEO Executive,Social Media Marketing Expert
INSTITUTES OFFERING THE DMCA COURSE
2.Digital Academy India
4.IMRI-Internet and mobile research institute
Earnings of DMCA Certificate Holder
A Digital Marketing Certificate Holder can earn around Rs.90,000 to 1 lakh.