Due to the change in consumption of media from general mass media with traditional marketing strategies becoming outdated, to more niche specific channels with technology becoming more pervasive.
To stand out among the competition businesses are using Digital Marketing to reach consumers since they are turning their shopping needs towards technology.
To move customers along the buying cycle and improve the customer experience, companies in every industry are using Digital Marketing by managing relationships across channels, optimizing content and personalizing offers.
To adapt with these changes in software, technologies, social media and the continuous need to ensure marketing efforts reach customers by targeting where they spend most of their time, Digital Marketing plays a significant role.
What is Digital Marketing?
The term Digital Marketing being varied through time is alternatively referred to as, Internet Marketing, Web Marketing and E-Marketing.
Delivering the right message to the right people by creating a strategy is the basics of marketing that remains the same.
Having a digital conversation with customers to keep them engaged and build their trust while providing value is the essence of Digital marketing.
The practicality of Digital Marketing includes the usage of social media posts, online videos, display ads and other forms on electronic devices such as phone, computer, tablet to convey promotional messaging and measure its impact.
Digital Marketing Meaning
Digital Marketing makes it possible to directly market to specific audiences with tailored messages to people who are likely interested in what businesses have to offer.
The act of promoting businesses online to reach current or prospective customers by using digital mediums like Google Search Results, Facebook Pages, Instagram, Linkedin, YouTube and other platforms.
In order to achieve the highest chance of success, Digital Marketing is a set of strategies and tools used additionally with offline marketing and does not replace traditional marketing.
Digital Marketing provides a network of low-cost for marketing content and elevate the brand experience online.
Digital Marketing Definition
Mentioned below are some of the definitions of Digital Marketing by top marketing practitioners and industry’s leading experts over time.
“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”Kotler and Armstrong, 2009
“The application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives.”Chaffey, 2012
“Digital Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”Chartered Institute of Marketing, 2015
Digital Marketing in India
Based on what the customer is using, marketing has evolved in every era.
According to Statisca, The Digital Marketing Industry in India from the financial year 2015 is up by 47 billion Indian rupees, having a market size of around 199 billion Indian rupees in the financial year 2020.
In the financial year 2024 it is projected to go up to around 539 billion rupees in the industry segment indicating a big growth.
Digital Marketing in India gained momentum because of:
- Increasing easy availability speedy internet that is affordable
- Increase of content consumption in local dialect
- Big financial institutions in the industry that are increasingly experimenting with Digital Media Platforms to connect with users.
Based on the ongoing interactions with customers, Digital Marketers have the opportunity to develop deep relationships and create relevant personalized communications in spite of the new challenges faced in the digital marketplace.
The way Digital Marketers leverage the expanding market provides a huge opportunity by understanding how in the next few years it is expected to expand.
Through personalized content curation, emerging technologies bring a new dimension to Digital Marketing and Integrated Marketing Communications across industries that aid in curating buyer avatars or customer personas thereby enhancing their experience.
Learn more: India’s Digital Landscape, answers your questions on:
Why is Digital Marketing Important?
Consider the last item you bought.
You may have bought a mobile phone, hired someone to repair the roof, or changed a vendor at the office
Whatever the case, you most likely searched the Internet for more information about the provider, the available solutions and then made your best choice.
Your final purchase decision may be based on the reviews, recommendations, solutions, features, and the prices.
Considering this, wouldn’t you agree that a presence online is absolutely necessary no matter what you sell.
Social Media Platforms and Websites are widely used because they serve a purpose to people:
- There are people that are either looking for information, looking for an answer to a question, solution to their problems or researching a product, service or non-profit.
- There are people looking to purchase products, shop, compare products, check reviews and ratings before making a buying decision.
- There are people who want to learn a new skill or how to use certain tools.
- Others use digital mediums to interact, network or purely for entertainment purposes.
Earning more money along with providing value and effective solutions by building long term relations and gaining trust of customers is the ultimate goal for companies, that can be achieved by Digital Marketing.
That is where a Digital Marketer comes into picture and understands the central point of the company’s goals and aligns it with the purpose it serves to the visitors.
Advantages of Digital Marketing
Digital Marketers leverage the high usage of screen time of people by promoting business products and services across the internet.
One of the major advantages of Digital Marketing is its measurable and cost effective way of targeting potential customers.
- The products and services can be targeted to potential customers that are most likely to make a purchase.
- When comparing traditional marketing methods, Digital Marketing is more cost-effective.
- The opportunity to outrank bigger industry players is provided via Digital marketing.
- You can track and measure the outcome of your advertising efforts and optimize it accordingly by analyzing certain metrics.
- To stand out from the competition.
- Significantly improved rate of conversions..
- Personalized content and offers specific to each individual.
- Curating distinctive brand experiences.
To improve the marketing return on investment, drive continuous improvement and boost customer engagement, it is important for Digital Marketers to understand the strategies that worked and how well it worked with the use of KPIs (Key Performance Indicators).
Digital Marketing Benefits
Customers and companies can benefit from Digital Marketing if done well.
- Relationship Building
- Immediate Connection
- Dynamic Adaptability
- Cost Efficiency
- Quantifiable Results
- Easier Personalization
- Convenient and Easy Conversions
- Creates Growth
- Awareness and Engagement
- Stand Out From the Competition
- Increase Sales and Revenue
- Website Traffic
- Lead Generation
- Social Sharing and Word-Of-Mouth
- Low Cost of Entry
- Measurable ROI
- Improved Targeting
- Extend the Brand Experience Online
Digital Marketing Assets
One of the most important assets is your Web Presence.
Virtual assets have exponential power on the social web.
The purpose is to build a brand online and positioning with focus on building, nurturing and magnifying these Digital Marketing Assets.
The challenge is to make your digital assets visible, to make it stand out and noticed in a noisy crowded world.
Anything that creates visibility online is your Digital Marketing Asset that helps people find and do business with you.
Types of Digital Marketing Assets
The number of Digital Marketing Assets that are there at people’s disposable is not utilized to its full potential.
It all boils down to which assets to use, how, where, when and to whom.
Types of Digital Marketing
Understanding how customers interact with the massive network of digital channels in a day is necessary.
Digital Marketing Channels
It is important that information regarding your brand, product or services reaches the targeted audience, which is done via Digital Marketing Channels:
Search Engine Optimization (SEO)
Do you know the amount of search queries Google receives every second? – 75,000
It is of utmost importance that businesses earn a spot on the first page of Google since people usually find what they are looking for in the first page of results when they put in a search query.
On a regular basis, producing and optimizing quality content is important as people are looking for more information on search engines that can propel your website/page/post on top of search results.
For example, if you sell books, when prospective customers type ‘Best Digital Marketing Books’, you want your name to appear on top of Google search results.
Increasing traffic to your businesses website is the purpose while focusing on ranking higher in Google search results, which is the ultimate goal of SEO.
To increase brand awareness, sharing of information and storytelling is crucial to connect with the reader.
You want the reader to ultimately become your customer by taking an action such as making a purchase, subscribing to your email list or requesting for more details.
Increasing traffic and generating more leads is maximized by providing valuable information to the targeted audience, which as a digital marketing strategy is the overall goal of content marketing.
Types of Content in the digital world:
- Blog Posts
- Email Copy
- Landing Page Copy
- Business Briefs
- Banner Ad Copy
- Text Messages
- Press Releases
It is important that the content is beneficial and relevant to your audience no matter what type of format you choose.
Social Media Marketing (SMM)
Social Media has evolved from being a channel used to establish personal connections into something bigger and better that goes beyond simply creating posts and responding to comments.
Social Media platforms can be utilized to:
- Increase Brand Awareness
- Generate Leads
- Increase Conversions
- Positioned as a Market Leader
- Communicate with Customers
A few of the most popular platforms include:
With the help of data driven strategy, creative thinking and the targeted audience, either one or a mix of social media platforms can be utilized.
The more inspired audiences are the more they are likely to engage and share your content.
Pay-Per-Click (PPC) Marketing
On the Search Engine Results Page (SERP), the sponsored advertisements that are seen on the sides and top of a page while browsing the web or while seeing a video on YouTube is Pay-Per-Click (PPC) Marketing.
It is called Pay-Per-Click because you don’t have to pay for ad space, you pay for results i.e you only pay for each click that you get.
These ads get more visibility because they are shown above organic search results and to a targeted audience that are looking for something in particular.
Depending on the amount of competition for a specific keyword, the cost of sponsoring the ad will depend on.
Low competition keywords cost less while high competition keywords are more expensive.
After studying respondents, 73% of them ranked Emails as excellent that still delivers the best returns with SEO and paid search at 72% and 67%, respectively.
Staying at the top of the mind of potential customers is the main objective of Email Marketing by providing them with personalized content, coupons, relevant industry news or any other kind of valuable information that will keep them coming back.
Even though users may not need the products or services that a brand has to offer currently, the main idea of Email Marketing is to create brand awareness which will remind them of the brand when they are ready to buy and want to make a purchase.
Emails are great for:
- Follow-up Messages
- Subscription Newsletters
- Upcoming sales
- Interesting content
Establishing a relationship and building trust with potential customers is essential by sending a series of emails, so that they will eventually make a purchase.
People prefer watching videos.
They watch and share videos either for research or entertainment.
More than two billion monthly logged-in viewers was reported by YouTube with over a billion hours of video watched that generated billions of views.
Out of all the Digital Marketing Channels, one of the most powerful is Video Marketing.
In the modern digital age, rather than spending on television ads, Video Marketing is considered a more cost-effective option.
Creating informational and valuable videos for the target audience is the focus of businesses, similar to Content Marketing.
Types of videos for Video Marketing:
- Behind the scenes
- And more
Voice Search Optimization
You can optimize the way verbal searches are conducted by people when you optimize voice search.
Your page is read out loud by a voice search device after optimizing pages to appear in voice searches.
The featured snippet is used to respond to voice searches right from Siri, Amazon Echo to various other voice assistants.
For example, the voice assistant would reply with the featured snippet if a user asks, “What is the current scenario of Digital Marketing in India?”
More than 49% of Amazon Echo and Google Home users said that the way they use technology at home had greatly improved beyond mobile phones, connected devices, and smart speakers.
From 2019 to 2021 The Number of Digital Voice Assistants in Use (in billions)
Combination of Digital Marketing Channels
Investing in a combination of these Digital Marketing Channels and leveraging its maximum potential is a strategy that most businesses use.
According to Clutch, the most preferred Digital Marketing Channel businesses utilize are:
- Social Media Marketing (81%)
- Website (78%)
- Email Marketing (69%).
Digital Marketing Books
For the long-term success of your business, by understanding the current trends and effective strategies you can become number one in the market.
Reading makes you experience the life of other people and dig down into the minds of experts.
Books provide learnings and insights of top marketers in the industry.
To keep up with this ever-evolving field you need to continue the learning process and level up your skills, it will be extremely helpful to read the Best Digital Marketing Books that are rich on tactics..
With the right tools, methods and concepts your Digital Marketing efforts won’t go in vain.
A holistic understanding at each step of your Digital Marketing Career of how Digital Marketing works and getting the best results from it will give you a competitive edge.
To develop a well-rounded understanding, mentioned in the link below are the Digital Marketing Books that have withstood the test of time.
Learn more: 10 Best Digital Marketing Books, that talks about:
Why Digital Marketing is important for business?
The first thing a person will do if they are interested in your business or what you have to offer is find out more about you and search online.
They will check your existence online and expect to find a website and social media presence or simply to know what others are saying about your company and check reviews.
Chances are you will lose potential customers if they can’t find your business online.
The best way to get exposure for businesses, reach enormous audiences while being cost effective and measurable is via Digital Marketing.
How Digital Marketing helps to grow your business?
Digital Marketing helps expand businesses with a wider global reach, creates brand awareness with cost-effective marketing channels that drive continuous improvement, improve the marketing return on investment and boost customer engagement
It is important to understand the strategies that worked and how well it worked with the use of KPIs (Key Performance Indicators).
Does Digital Marketing work for all businesses?
Any business in any industry, regardless of what the company sells – Digital marketing can work and should implement a Digital Marketing Strategy.