An Introduction To Digital Marketing.
Before Knowing Digital Marketing let us clear the basics
What is marketing?
- Marketing is a skill and technique to build relationship with customer to sell the product effectively.
- Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”
- According to the American Marketing Association (AMA) Board of Directors, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
What is Digital Marketing?
- Digital Marketing is a skill and technique, to build relationship with the customer and to sell product effectively using digital channels such as search engine, social media, email etc.
- According to Kotler and Armstrong, Digital marketing is a form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, websites, online forums and newsgroups, interactive television, mobile communications etcetera.
Digital Marketing is an Art and Science
It is an art because as a digital marketer one should communicate very well with brand’s targeted audience so for that you need practice and always be in a mode to try new things and be efficient,So you have to understand the human behaviour, you have to create user personas, which requires a lot of imagination and u have to think like an artist .
It is a science because as a digital marketer you have to understand human pyschology and use various technical products, tools and techniques to accomplish your goals and objective . It also involves analysis of huge data and to check the performance of various multichannel campaigns
That’s why Digital marketing is both art and science.
4 C’s of Digital Marketing
The 4 C’s of digital marketing are
It involves collecting all the relevant content you need and arranging it in one place.
Content is the most important tool. Know your target audience and create contents according to the need.
Once you have created content it is very important to connect with your target audience for sales of your product and to build relationship with your customer.
Once you have connected with your target audience you have to convince them to buy your product.
According to Avinash Kaushik sir, “a good digital marketer is one who has measurement model before having a campaign”.
A measurement model includes:
A goal is a specific numeric value you want to reach. For example one thousand likes on facebook page.
Objectives are things you need to do to reach your goals. They can be micro or macro or both. For example to get one thousand likes on facebook page you need to post images, micro blogs, share posts etc.
- Key performance indicators or KPI
KPI helps you know where exactly you’re heading towards your goal or to indicate where you stand. For example likes on the facebook page per day.
- Metrics and Dimensions
They are mathematical units to determine your goal.
It is said you should not design campaigns, you should build funnels. Funnels as in levels or path to reach your target audience. Funnels can be build using AIDA.
Awareness means to aware or to inform people about your brand, company or product.
- Interest build up
Once you have aware people about your brand, your company and your product, the next step is to build interest among the target audience, to drive traffic and to gain attention of your target audience.
This is the level or step where you actually start advertising your product on the basis of which the target audience or customer decides to use your service, choose your brand or buy your product.
This is the end-point where your customer has chosen you and become loyal to you. This is the point where he or she advocates your brand or product or company.
Channels of Digital Marketing
There are numerous channels of digital marketing and every channel has its own individual importance. One has to choose a channel wisely to make accomplish a campaign successfully. Some of the important channels are as follows:
- What is E-mail marketing?
Email also known as electronic mail includes various is one of the important channel used in digital marketing. Email marketing is sending newsletters, brochures, business requests, advertisements etc. to potential and current customers.
Example- Gmail, Yahoo.
- What is Social Media Marketing?
Social media is one of the important channels used in digital marketing. It involves running ads in social, managing pages etc to drive traffic from various social mediums.
Example- Facebook, Instagram, Twitter.
- What is Display Advertising?
There is a display ad space network in search engine and various third party websites where you can run your ads to gain traffic from the displayed ads.
- What is Search Engine Advertising?
Search engines are used to increase the visibility of websites in search engine pages and to drive traffic from there.
- What is Video Advertising?
Videos are visual contents that are used to inform people about the brand, products etc. Videos can be posted on social media, YouTube, and various related websites as per your requirement to drive traffic.
- What is Forum Marketing?
There are various public forums on which people discuss, asks questions on a particular topic. It can be used as a channel for digital marketing to drive traffic from there.
- What is Mobile App Network Marketing?
Mobile app network is a channel basically used to run ads in every possible android mobile app.
- What is Messenger Marketing?
Messengers such as facebook messenger, whatsapp messenger are also used as a channel to promote your products.
SMS marketing involves sending bulk sms to the customers.
- What is Blog Marketing?
Blogs are used to aware people about the brand, company, products, etc. and is used to drive traffic to websites.
Among all the above mentioned channels Search Engine is considered as a most important channel because when a customer thinks of buying something he searches it first for the details and features and enquire about it. YouTube videos have maximum number of conversions.
Tools used in Digital Marketing
There are infinite number of tools required in digital marketing to create advertisements, sending bulk emails and sms, video creation, image creation and many more. They are both paid and free.
Two common ways of digital marketing
- Organic Media Marketing
Organic in layman’s language means something which is original. When you curate original content while focusing your target audience and when u distribute through various channels then if your content is compelling and unique you will be getting a huge traction and attention from your users which is the most essential part of inbound marketing ,So If you rely on organic way of marketing you’re likely to become a content marketer.
Example- writing own blogs, creating own content
- Paid Media Marketing
Paid is something which is when an advertiser show your content only when u pay , it is done with the help of using various Advertising tools. You act like an agent for that platform ,If you rely on this way, you are likely to become a digital advertiser or media buyer. A paid advertising is a good way to get instant traffic but the disadvantage it is interruption to a user
Example- running paid ads on social media, paying to get ads on first rank in search engine.
What is User Persona?
The first and foremost step in any marketing whether traditional or digital is to know the target audience. Target audience is the one whom you want to sell your products and build relationship with.
A user persona is a fictional representation of your ideal customer. A persona is generally based on user research and incorporates the needs, goals, and observed behaviour patterns of your target audience. Various user segments are used to design a user persona.
This is where you need to show your amazing skills, designing a user persona is a must . u should be including everything you know about your user for an example user demographics,24by7 lifecycle,shopping and buying interest ,location.
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