All you need to know about Digital Marketing
What is Digital Marketing?
Digital marketing, also known as online marketing, is the sale and promotion of brands or your company to connect with valuable customers using the technologies like internet and other forms of digital communication. The process includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing tool. Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.
How to become a Digital Marketer?
To achieve the required knowledge, you should attend symposiums, meetups, and watch online events to assist your digital marketing course. The combined knowledge of both will allow you to build a career as a digital marketer and help you to know how to do Digital Marketing.
What is the role of a digital advertising in the company?
When a product or service is launched in the market, it is very new to people and often there is a big gap between buyers and sellers. The gap is due to multiple reasons like brand value, trust factor, vastness of the market and other factors. A Brand is built when people accept the product, become customers and a trust factor is built between buyers and sellers. From a customer point of view also a new Brand is difficult to trust, customer is always seeking for a product or service which can provide solution to their problems.
One of the key objectives of modern digital marketing is to raise brand awareness, to an extent where customers and the general public are familiar with the brand and recognize a particular brand.
Digital Marketing origination
One of the first key events happened in 1971, when Ray Tomlinson sent the first email, and his technology set the platform to allow people to send and receive files through different machines. However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computers was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker.
In the 1990s, the term Digital Marketing was first coined, with the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant factor in marketing technology. Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications.
Digital marketing became more sophisticated in the 2000s and the 2010s, when the proliferation of devices’ capable of accessing digital media led to sudden growth. Statistics produced in 2012 and 2013 showed that digital marketing was still growing. With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product’s information. The change of customer behaviour improved the diversification of marketing technology.
Online methods used to build brand awareness:
Digital marketing strategies may include the use of one or more online channels and techniques (omnichannel) to increase brand awareness among consumers.
Building brand awareness may involve such methods/tools as:
Search engine optimization (SEO)
Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry-related search queries.
The importance of SEO to increase brand awareness is said to correlate with the growing influence of search results and search features like featured snippets, knowledge panels, and local SEO on customer behaviour.
Search engine marketing (SEM)
SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites. Search ads have been shown to have a positive impact on brand recognition, awareness and conversions.
33% of searchers who click on paid ads do so because they directly respond to their particular search query.
Social Media Marketing
70% of marketers list increasing brand awareness as their number one goal for marketing on social media platforms. Facebook, Instagram, Twitter, and YouTube are listed as the top platforms currently used by social media marketing teams. As of 2021, LinkedIn has been added as one of the most-used social media platforms by business leaders for its professional networking capabilities.
Content marketing
56% of marketers believe personalized content – brand-cantered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement.[51]
Benefits
Possible benefits of Online marketing include:
- Allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing.
- Marketing on most social media platforms comes at little to no cost- making it accessible to virtually any size business.
- Accommodates personalized and direct marketing that targets specific demographics and markets.
- Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately.
- Ideal environment for a company to conduct market research.
- Can be used as a means of obtaining information about competitors and boost competitive advantage.
- Social platforms can be used to promote brand events, deals, and news.
- Social platforms can also be used to offer incentives in the form of loyalty points and discounts.[81]
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