Introduction to Digital Marketing

Introduction to Digital Marketing: Digital marketing is the marketing of any types of products or services which involves electronic device. Digital marketing is nothing but marketing of either products or any other services using the digital media, mainly using the Internet but may also include mobile phones, display advertising or any other digital medium. If you thought digital marketing is just limited to online or via internet then you are definitely wrong because digital marketing can be done both online and offline. So let’s have a look into both of these and understand each of them in a detailed way. Before we get into it lets look into the history of Digital marketing.

History of Digital Marketing

1990

  • The term digital marketing was first coined
  • Launch of Archie first search engine

1993

  • First clickable web Ad banner was introduced

1994

  • Launch of Yahoo
  • First e-commerce transaction

1996

  • Launch of smaller search engines like Hotbot, Looksmart and Alexa

1997

  • Launch of first social media site i.e sixdegrees.com

1998

  • Birth of Google
  • Microsoft launches MSN
  • Yahoo launches Yahoo web search

2000

  • Internet bubble bursts
  • Sixdegrees.com got shut down
  • Smaller search engines wiped out

2001

  • First mobile marketing campaign took place

2002

  • Launch of LinkedIn

2003

  • word press got released
  • Launch of MySpace

2004

  • Gmail got launches
  • Google goes public
  • Facebook goes live

2005

  • Launch of YouTube

2006

  • Microsoft launches MS live search
  • Twitter was launched

2007

  • launch of Tumblr

2009

  • Google buzz and WhatsApp got launched

2010

  • Instagram was launched

2011

  • Launch of google plus and google panda

So as now we have gone through a little bit about the history of digital marketing, we shall look into the various online digital marketing and offline digital marketing.

Offline Digital Marketing

There are mainly 4 types of offline digital marketing

1.Electronic  Billboard advertising

2. Radio marketing

3. Television marketing

4. Mobile  marketing

1) Electronic Billboard advertising

Digital billboards are nothing but billboards which are advertised with the help of digital images. It is very cheaper compared to Tv advertising and it can be used by local brands to increase awareness. But the main disadvantage of digital billboards is that here you will be competing with other brands and have to share screen time with other brands. So this may not be a good idea for increasing brand value and awareness.

2) Radio marketing

Radio advertising or radio marketing is one of the types of offline digital marketing.  Radio is still being used by people but it is not as popular as it used to be in the past. People have almost stopped listening to radios but still you can advertise through radio as there isn’t a lot of competition but the profits have shrunk and you may not get the most out of it.

3) Television marketing

Television advertising isn’t that efficient as it was a few years ago. Because nowadays every youngster has a smartphone and even the elder people also make use of smartphones people have started using mobile phones to watch movies, news and for everything. Youtube is rising in the digital marketing industry and Tv is becoming less relevant for advertising purposes and moreover, it’s very costlier to advertise using television.

4) Mobile  marketing

Mobile marketing can be any kind of marketing activity which is carried out with the help of mobile gadgets. It uses many channels in its marketing activities which might include smartphones, tablets using SMS, emails, websites or mobile applications. As more than 50% of internet connections are made through mobile phones it has become an important aspect for the marketers to consider upon.

Online Digital Marketing

Now let’s have a look at different types of online digital marketing techniques

1) Search engine optimization (SEO)

2) Search engine marketing (SEM)

3) Content marketing

4) Social Media Marketing (SMM)

5) Pay-per-click advertising (PPC)

6) Affiliate marketing

7) Email marketing

1) Search Engine Optimization (SEO)

SEO is nothing but it’s a process of optimizing your website or increasing or maximizing the visibility of your website so that it ranks higher in the search engine results page so that you get more traffic to your website and you can stay ahead of your competitors and increase sales of your products or services online. It is divided into on-page SEO and off-page SEO.

There are different types of SEO strategies like white hat, black hat and also a grey hat. But the main important thing you have to consider in SEO is how good your content. Content on your website plays a major role in SEO when Google ranks your website in the SERP because as the experts say content is the king and content must be based on user wants and needs which will eventually rank your website higher in the search engines. SEO is a process of driving traffic without having to a single penny! For more details regarding SEO check out here.

2) Search engine marketing (SEM)

SEM is a process of driving traffic or attracting people to your website with the help of paid ads or paid listings. It basically involves keyword targeting or marketing of your advertisements for specific keywords or your targeted keywords. It is a form of pay per click advertisements where the advertiser pays for the search engines for every click clicked by the searchers on their ads. An example of SEM is Google Ads.

3) Content marketing

It is nothing but information or data that is being shared via different forms such as videos, texts, images, infographics, etc. Content marketing is one of the digital marketing strategy where you attract new customers or potential customers with the help of your relevant content. Content must be useful for the users, it must be attractive and relevant.

4) Social media marketing (SMM)

SMM in its broader sense refers to the promotion of your business on Social Media to generate leads, create engagement, maintain a reputation and sell your services. Social media might include facebook, twitter, Instagram, Pinterest, google plus etc. Social media marketing is one of the fastest and easiest ways to reach your market and engage with them, find out what they are saying, how to improve your current product, increase brand awareness, more traffic, leads, and sales.

5) 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. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links.

6) Affiliate marketing

Nowadays it has become a trend to do Affiliate Marketing which is not easy. 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. It needs lots of dedication and patience. But yes you can do affiliate marketing through Flipkart and Amazon because they have affiliate programs which is quite easy for beginners to start off. By this, you can learn what exactly is affiliating. Once you get the clear cut idea then you can start affiliating through your blog. The next step is to choose a good topic to write a blog by which you can create a good traffic. Once you start getting traffic you can start affiliating products on your website.

7) Email marketing

Email marketing is a way to reach consumers directly via electronic mail. It basically means sending any kind of commercial message via email. These emails can serve numerous purposes: promoting services and products directly, sharing special offers to existing customers, onboarding with thank you emails and detailed feature explanations, and many, many others. Really, any email sent to a prospect can be considered email marketing.

Conclusion

Now let’s recap what we have learned in this post:

  • Introduction to digital marketing
  • History of Digital marketing
  • Offline Digital marketing and its types
  • Online Digital marketing and its types

The world is getting digitized therefore it is very much essential for every marketer out there to understand each and every concept related to digital marketing whether it is offline or online. Because people nowadays are more connected digitally, as a result, it is necessary for marketers and businesses to understand the customer’s behavior and act accordingly!

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