ARNAV JAWAHAR DEO
YMCA DELHI(PGPRDM- Post graduation diploma in Public Relations, Advertising and Digital Marketing)
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Joe Chernov stated” Good marketing makes the company look smart and this is what Digital marketing should aim at.
Digital marketing refers to online marketing campaigns that appear on electronic devices such as computer, phone and tablet etc. It includes online videos, display ads, search engine marketing, paid social ads and social media posts and there is also traditional marketing such as magazine ads, billboards and direct mail. It connects with customers and individuals interested in company products or services by pay-per-click, search engine optimization, and email marketing.
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.
Importance of Digital marketing
The business can grow with any type of marketing which is important and accessible. It is accessible digital channels. Digital marketing has become increasingly important because of its accessibility. digital channels are. In fact, there were 5.45 billion internet users globally as of July 2024.
Digital marketing has minimal upfront costs, making it a cost-effective marketing technique for small businesses.
Types/ different ways of digital marketing
It has many specializations with digital marketing and there are some tatics.
These are important elements when optimizing a web page for search engines. SEO is an art and science because it requires to research on different contributing factors for the highest possible ranking.
A ) SEO Marketing -Quality and uniqueness of content-Optimization of key elements for targeted keywords (URl, Title Tag, H1, Sub headlines), Level of user engagement (time on page, bounce rate)
Number and quality of backlinks and internal linking
Technical SEO pritorizes the elements. This includes mobile-friendliness and loading times. Improving technical SEO can help search engines better navigate and crawl site. The strategic use of these factors makes search engine optimization a science, but the unpredictability involved makes it an “art” that often requires experienced SEO professionals. brand can easily find products or services.
B)Content marketing-The quality of the content is the key component of a page. It is one of the major factor in content marketing, a strategy based on distribution of relevant and valuable content to a target audience. As in any marketing strategy, the goal of content marketing is to attract leads that ultimately convert into customers. But it does so differently than traditional advertising. Instead of enticing prospects with potential value from a product or service, it offers value for free in the form of written material, such as:
Blog posts
E-books
Newsletters
Video or audio transcripts
Whitepapers
Infographics
Content marketing is due to the following reasons/ facts about it
84% of consumers expect companies to produce entertaining and helpful content experiences
62% of companies that have at least 5,000 employees produce content daily
92% of marketers believe that their company values content as an important asset
Effective content marketing is tricky and able to rank highly in SEO’S while engaging with people who will read the material, share it and interact further with the brand. It can establish strong relationships through the pipeline. It has effective content and identify the audience.
Once have a better grasp of audience, can determine the type of content ‘ll create. can use many formats of content in content marketing, including videos, blog posts, printable worksheets, and more. Regardless of which content create, it’s a good idea to follow content marketing best practices. This means making content that’s grammatically correct, free of errors, easy to understand, relevant, and interesting. content should also funnel readers to the next stage in the pipeline, whether that’s a free consultation with a sales representative or a signup page.
D) Pay per click marketing-Pay-per-click, or PPC, is a form of digital marketing in which you pay a fee every time someone clicks on your digital ads. So, instead of paying a set amount to constantly run targeted ads on online marketing channels, you only pay for the ads individuals interact with. How and when people see your ad is a bit more complicated.
PPC is search engine advertising, and because Google is the most popular search engine, many businesses use Google Ads for this purpose. They check a number of factors, including:
- Ad quality
- Keyword relevance
- Landing page quality
- Bid amount
E)Social media marketing– It means driving traffic and brand awareness by engaging people in discussions and it highlights your brand, products, culture and services. It engages on social media platforms . The most popular digital platforms for social media marketing are Facebook, X, and Instagram, with LinkedIn and YouTube. Social media ads are for making your brand better
To create an effective social media marketing strategy, it’s crucial to follow best practices.
Craft high-quality and engaging contentReply to comments and questions in a professional mannerCreate a social media posting schedulePost at the right timeHire social media managers to support your marketing efforts.
F) Affiliate Marketing-Affiliate marketing is a digital marketing tactic that lets someone make money by promoting another person’s business. You could be either the promoter or the business who works with the promoter .
Some affiliate marketers review the products of one company perhaps on a blog or other third-party site. Others have relationships with multiple merchants. can use digital channels designed to connect affiliates with retailers, or can start or join a single-retailer program.
Native advertising
Native advertising is digital marketing in disguise. Its goal is to blend in with its surrounding content so that it’s less blatantly obvious as advertising.Native advertising was created of today’s consumers. It uses words like promoted/ sponsored before advertisment. Native ads are meant to be less obtrusive than traditional ads, but they’re not meant to be deceptive but promotive.
F) Affiliate Marketing-Affiliate marketing is a digital marketing tactic that lets someone make money by promoting another person’s business. You could be either the promoter or the business who works with the promoter .
Some affiliate marketers review the products of one company perhaps on a blog or other third-party site. Others have relationships with multiple merchants. can use digital channels designed to connect affiliates with retailers, or can start or join a single-retailer program.
Native advertising
Native advertising is digital marketing in disguise. Its goal is to blend in with its surrounding content so that it’s less blatantly obvious as advertising.Native advertising was created of today’s consumers. It uses words like promoted/ sponsored before advertisment. Native ads are meant to be less obtrusive than traditional ads, but they’re not meant to be deceptive but promotive.
SWOT Analysis of Digital Marketing(Pros, cons, advantages and disadvantages)
1. Improves Brand Loyalty- It attracts customers, forge a stable, long-term relationship, and retain them.
Brand ambassadors, and they also help you to bring more customers. Nurturing and maintaining relationships with customers is achieved by providing them value, solving their pain points swiftly, and delivering exemplary customer service. Lots of brands have also build their loyalty in the market.2. Get Instant Feedback– It gives a feedback on
your products and services; this motivates you to do better and helps you to improve. Customers can leave feedback on your website through chat, forms, or email, and on your social media pages as well. This is a major benefit of digital marketing for businesses as it allows them to make changes and improvements swiftly before the problem becomes unmanageable.3. Increase Engagement with Consumers– It allows buisness and consumers to interact with each other and engage in meaningful conversations about the company’s products,
services, and values. It builds trust and loyal customers.
4. Improved Market Analysis– Information from new technology is used in the market, competition customer behavior, trends, and so on.
5.Global Reach– It is allows to target your audience in the world. It is more accessible to consumers.
Disadvantages’
1. High Competition– Digital Marketing is very intense and they have campaigns and successful results out of it
2. Negative Feedback– It leaves nasty and rude comments and it impacts customers designs and reputation/ image is spoilt.
3. Rapid Changes- It has consumer preferences , regulations and industry practices which are prone to changes. It is difficult to adapt to them.
Companies which promote Digital Marketing
1)
Delhi Capitals– Last year Delhi Capitals announced an exclusive digital first partnership with Viacom 18 , as a digital rights holder of the Tata India Premier League(IPL and the women’s premier league for exclusive and sports loving content for the fans.
They have paid dividends of their views on Facebook and Instagram since 2021. The Fan base has grown a lot in the last two years and the best platform they have used is Jio cinema to showcase the matches till now. Hursh Srivastava stated that” This brings fans together through the online platform and never seen thrill for cricket.
2)Amul– It is one of India ‘s leading milk brands consumed today. It has given a special status to itself in the milk cooperative society since 1946 under Dr Verghese Kurien. They have brought in new innovations and technologies to strategize the market and
empower farmers by ensuring fair compensation for their milk laid the foundation for this remarkable journey. In its nascent stage, the cooperative comprised a mere two village-level societies and a modest daily yield of 250 liters of milk. Its mission was clear: to secure equitable returns for farmers’ milk and to stimulate the production and consumption of milk and its Supplies across India. They have posted interesting campaigns , csr activities’ and scholarships and sports funding through new media(Facebook, Instagram, X) and also through traditional media(Newspapers, Magazines). There cartoons are designed and brought to the consumers in such a way which is eye catchy and appealing to the consumers for buying the products. The Iconic Amul Girl has also become famous as created by Sylvester da Cunha and now his son who creates it, Rahul Da Cunha.
Future Digital Marketing Trends
There are futuristic and digital marketing trends in the market today which are shaping it such as-
1. Use of Artificial Intelligence (AI)– It is sophisticated and used in innovative ways for digital marketing and customer service and it predicts consumer behavior and optimize marketing strategies.
2. Marketing Automation– It is a standard practice allowing businesses to automative repetitive tasks and efficiency. It has email marketing, social media posts and Lead management.3.
Programmatic Advertising– It uses algorithms and AI to automate ad buying and it is popular and it reaches more specific and ROI of advertising campaigns.4.
Virtual and Augmented Reality-Virtual and augmented reality are being used to create immersive and memorable marketing experiences. It includes virtual tours, dressing rooms and interactive games.
Conclusion
Digital marketing is evolving at a rapid pace and companies want to be competitive and will adapting to these changes by new technologies, experimenting with new strategies, and always learning and innovating.
The future of digital marketing is intimidating which is exciting and it is never endless and companies which will succeed.
References/ Bibliography