Introduction to Digital Marketing
In today’s time, we don’t need an introduction to digital marketing. Digital marketing is already very popular in today’s world of the Internet, which has opened the gateway to tremendous digital marketing opportunities for businesses.
By utilising 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 convert them to boost their ROI.
The speed and straightforwardness with which digital media transmits data and supports a business are 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 optimise their marketing campaign.
The world is super-connected nowadays, and all things considered, marketing and advertising are no longer the same as they once were.
This is particularly valid because of the ascent of online networking, which has changed how organisations speak with potential and existing customers.
So, before jumping into the introduction to Digital Marketing, let’s know what precisely Digital Marketing is and what it incorporates.
Essentially, it is an aggregate term, which is utilised where advertising and marketing meet web innovation and different types of online media platforms.
Let’s first 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 utilising digital innovation to attract 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 makes it very different from traditional marketing.
The traditional way of marketing lets businesses market their products or services on print media, radio and TV commercials, billboards, business cards, and in numerous other comparable ways, where the Internet or web-based social networking sites were not utilised for promoting.
However, traditional promotional approaches had constrained client reachability and the extent of driving clients’ purchasing behaviour. In addition, traditional marketing methods were not quantifiable either.
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 organisation communicates about its services with its audiences.
- The 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 communication is more powerful and involves all types of social media websites, chats, apps, and Emails.
- Digital marketing campaigns can be developed quite rapidly, and with digital marketing tools, channelising 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 the targets of marketing 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-
Digital Marketing Channels included in the Digital Marketing PDF
1. Search Engine Optimisation (SEO)
SEO can be understood as the process of optimising the structure, design, and content of your website so that Search engines can index it accurately and position your site in the top results of SERPs.
SEO also incorporates different promotional activities that boost the search engine ranking of your site.
1.1 How does a Search Engine Work?
Generally, most Search engines do– Spiders or Web Crawling, Indexing & Displaying.
If search engines don’t do crawling and indexing, then it will affect the ranking of those websites on SERPs which are not crawled and indexed.
- Spiders & Crawlers: In this, spiders crawl over the web to search for content. Once spiders finish the scanning process, they copy the searched content to store that in a search engine 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 to rank, the search engine looks into the content of the page, Page URL, Page Title, Domain Age, Topicality, Domain Trust, Social Signals, Number and relevance of external pointing links to the page, and other factors.sr
- Displaying: This is the last step in how a search engine works, and it involves retrieving the best-matched results for the search queries and then displaying the search results to the visitor.
1.2 Role of Keywords in SEO
Introduction to digital marketing emphasises that keywords play the most important role in SEO, as their correct use is the key to successful SEO. It is what a user enters in the search bar to find specific information.
Different important terms associated with Keywords are-
- Keyword Density- More keywords can even get you penalised for “spamming “or keyword stuffing, and that is why having keyword density from an SEO point of view becomes mandatory. For the best result, you need to have a keyword density of 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 position for a keyword in the URL
- Keywords in the 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 the Keyword meta-tag- Show theme with fewer than 10 words
- Keywords in Headlines- Use Hx font style tags appropriately
Link Building in SEO- It involves Off-page and On-page optimisation-
1.3 Off-Page Optimisation
It is the process of boosting the 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 chance to rank in SERPs. A quality Backlink has the following qualities-
- Incoming links from a 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
1.4 On-Page Optimisation
On-page optimisation 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 descriptions to images
- Good Internal Navigation
2. Social Media Marketing
Social Media Marketing incorporates marketing strategies that use social media channels as marketing tools, optimising the 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 Digital Marketing PDFs consider SMM as the second most important digital marketing channel.
- Social Media Marketing aids an online business to get direct feedback from its customers on different social websites like Twitter, Instagram, Facebook, LinkedIn, MySpace, Instagram, YouTube, etc.
- The success of a social media marketing campaign is based on “Personal” interactions between the user and the business.
Different social media marketing channels considered important by the Digital Marketing PDF are-
- Facebook includes the most powerful social media marketing features that allow marketers to provide videos, photos, longer description options, and testimonials on their Facebook page for others to see.
- Marketers can make a group or join a group of their liking on Facebook and ask questions or give answers related to topics associated with their kind of business.
- There are automated scheduling tools available to automate Facebook Marketing, which makes it one of the most quantifiable SMM channels incorporated in most of the basics of digital marketing e-guides.
2.2 Twitter Marketing
- Twitter marketing is one of the best ways to reach out to new customers without invading their privacy.
- Twitter is actually a microblogging service that lets marketers send and receive messages.
- It helps businesses contact and communicate with their customers.
- You can also create your personal page on Twitter, upload your site and share information regarding your business on Twitter.
2.3 LinkedIn Marketing
- As one of the most preferred SMM channels of ‘Introduction to Digital Marketing PDF’, LinkedIn connects professionals from various backgrounds.
- It provides professionals with an opportunity to expand their businesses by connecting with other business professionals.
- By using widgets, LinkedIn members can promote their company directly to their clients.
- “Company Page” can also be created on LinkedIn, which acts like a business resume for your client to have a quick overview of your business.
2.4 Google+ Marketing
Google Plus offers a variety of social media marketing features that are considered essential to know while going through the basics of digital marketing.g
- Circles: Helps marketers create groups or join circles of their liking
- Stream: Offers instant updates on selected contacts or groups
- Photos: Helps marketers upload photos
- SparksLetts marketers specify their area of interest every time they log in
- Plus One: It is similar to Facebook’s ‘like button’ through which you can express your opinion about any particular product or service
- Video Chat and Huddles: This helps you solve all the queries by using a video chat facility that can be used to channel live customer interactions, while huddles allow marketers to conduct group chats.
Conclusion
SEO, Social Media, Paid Advertising, Email Marketing with Mobile Marketing, and Web Analytics are the pillars while making an introduction to digital marketing. In this introduction to online marketing, we tried to explain all these digital marketing channels in the most elaborate manner possible.
If you are also looking forward to building a career in Digital Marketing, you can get yourself enrolled in the best Digital Marketing Institute.
