Introduction To Digital Marketing
Updated: Nov 23, 2019
Well to begin with Digital Marketing is the most effective, impactful & cost effective way to grow any business. The audience that is already eagerly searching for your product or service they need to see you. You need to bring your business to their visibility so that you get noticed each time. In essence, digital marketing is the future of marketing in the world with the added advantages that it is cheaper than traditional marketing and is measurable.
Here is the list of different ways you can use the digital medium to attract potential buyers and drive conversions for your startup or business.
1.Search Engine Optimization(SEO)
In simple terms, Search Engine Optimization or SEO is essentially optimizing your website so that it comes on top positions naturally or organically for search results in Google, Yahoo Bing or any other search engine. Google updates its algorithms regularly so that only the relevant results come up. From that perspective, many experts say that SEO is dead and the effort is futile. However, the truth is that Google tries to prevent algorithm manipulation and filters sites that don’t deserve to be on the top of SERPs (Search Engine Result Pages). So there is no doubt you should invest in SEO work. Remember, it is the most cost-effective marketing strategy that will bring organic traffic to your business.
2.Search Engine Marketing (SEM)
Search Engine Marketing or SEM is the comprehensive strategy to drive traffic to your business, primarily through paid efforts. Hence it is also called Paid Search Marketing. The universe of SEM is diverse and complicated.Based on your business structure, you may choose PPC (pay-per-click) or CPC (cost-per-click) model, or CPM (cost-per-thousand impressions) model. There are different platforms for SEM. By far, Google AdWords (on Google Network) and Bing Ads (on Yahoo Bing Network) are the most popular. SEM also includes Display Advertising, Search Retargeting & Site Remarketing, Mobile Marketing and Paid Social Advertising. You may choose a single-point strategy like PPC, or go for a complete SEM strategy, including Display and Retargeting.But whatever you do, make sure your work is managed by experts as wrong planning may make your costs go haywire. 3. Content Creation
3.Social Media Marketing (SMM)
Social Media Marketing or SMM is an offshoot of your SEM efforts. It involves driving traffic to your sites or business through social sites like Facebook, Instagram, Twitter, Pinterest, Google+, Linkedin, etc. As we mentioned above, good content is shared and liked.So create and customize content for different social media platforms. Remember to be prolific and original; you need to engage with users on a daily basis, at least four to five times a day. Your SMM efforts can be especially helpful for branding and driving sales.
4. Digital Display Advertising
This again is a subset of your SEM efforts. You may use a variety of display advertising formats to target potential audience - be it text, image, banner, rich-media, interactive or video ads. You can customise your message based on interests, content topics, or the position of the customer in the buying cycle. However, note that Digital Display Advertising is relatively costly. You need experts to drive good ROI for your business.
5. Retargeting and Remarketing
Essentially, Retargeting or Remarketing is a strategy to target customers who have already visited your website. It is based on cookie technology. Retargeting has emerged as a preferred strategy as you target customers who have already shown interest in your business; and hence the conversion rate is high. You may engage in Retargeting on your site, or on social network or on the mobile. Visualise your strategies based on the customers' buying cycle.