In the previous blog, I talked about marketing fundamentals; this blog is entirely about Digital Marketing. I wrote about digital marketing – What is digital marketing? What is the history and future of Digital Marketing? Why is digital marketing important? And types of digital marketing?
The What, When, How, Where and Why of Digital Marketing and beginners guide to digital marketing is what this blog is all about.
If you are a beginner looking for a guide to DM, this is the perfect place, and even though, if you are accustomed to DM, give it a read; you might find something new, and if you are from a completely different niche I insist on you reading further as knowledge never goes wasted.
What is Digital Marketing?
A simple translation of Digital Marketing is advertising delivery through electronic means. A little sophisticated description could be; the how of the company’s use of online media channels to endorse goods, services, and brands.
Nowadays, digital means are what consumers heavily rely upon, concerning product research.
Let me throw a little intricated principle; what if I tell you that digital marketing is a massive system of channels.
These are the channels on which marketers must onboard their or client’s produce. The presence of multiple channels thus makes advertising online much more complicated than the media alone.
Marketers have to dig deep into the vast and intricated cross-channel world to achieve the true potential of digital marketing and to discover strategies that make an impact through engagement marketing.
For beginners, Engagement Marketing is the method of forming meaningful synergies with potential and returning customers. The data(your data) collected so far is what these synergies are based on.
In the later section, I have explained types of digital marketing, but before that, look at DM’s history.
The Where and When of Digital Marketing
A decade ago, the internet was a luxury; now, the internet is very cheap and accessible. This digitization revolution has forced businesses to move online, more content is streamed online now, including movies, books, music the list expands.
In short, digital is the next industrial revolution. But where did it all being? What’s the origin of DM?
The pre-2000 era!
In the 1990s, the word Digital Marketing was first coined.
In 1993, the first clickable banner came to life, after which HotWired bought a few banner ads for their advertising purposes. This laid the beginning of the transition to the digital era of marketing.
All the small search engines were either wiped out or left underdeveloped. Business’s giants had more space to operate.
The post-2000 era!
In 2006 the first steep surge was reported. Search engine traffic Climbed to 6.4 billion in one month… To not lose the Search engine race, and to compete directly with Google and Yahoo, Microsoft put MSN aside and launched Live Search. Then came Web 2.0, web 2.0 allowed users to interact with other users and businesses.
As an outcome, information flow volumes –including channels utilized by digital marketers- increased manifold. By 2004 in the US alone Internet advertising and marketing brought in around $2.9 billion,
Another significant breakthrough in the digital marketing industry was the cookies. Marketers had begun to look for other ways to capitalize on the fledgeling technology. One such technique was to track everyday browsing habits and usage patterns of frequent internet users to tailor marketing collateral and PR to their tastes.
In 2007 Marketing automation was developed. It was a response to the ever-evolving marketing climate. Marketing automation is automated conventional marketing. It is made automated by using the software.
The industry became more sophisticated in the 2000s and the 2010s, but most of its growth was seen only in 10’s decade.
How Digital Marketing evolved in the past decade.
Everything was simple back in 2010, few smartphone and few smartphone brands, the Internet is still a luxury. Fast-forwarding to present, customers evaluate brands based on their websites and their digital marketing efforts. The digital marketing industry has been keeping up with technology and people’s relationships with their devices. This is when Social Media Marketing, Content Marketing, Viral Marketing and Influencer Marketing have added significantly to revenues.
In 2020, the global market for Digital Advertising and Marketing estimated at US$322.5 Billion and, is projected to reach a size of US$640.2 Billion by 2027, by growing at a CAGR of 10.3%. I have talked more about the future of the industry towards the end of the blog.
Why Digital Marketing?
Consumers judge a brand and their products based on their digital presence. This is one reason why the transition to digital is important, but wait there more check the video below to know more.
I hope you found the video insightful and drop a like if yes; the next part contains digital marketing types.
Types of Digital Marketing
Digital marketing spreads across a massive network of digital touchpoints that customers interact with several times a day; It would be best to understand each one of them to outshine competitors in the field.
In this blog, I would mainly be talking about eight types of digital marketing.
1.Search engine marketing (SEM)
SEM or Search Engine Marketing is generally considered to cover both PPC and SEO work. Promoting website visibility on search engine results pages (SERPs) primarily through paid advertising is a form of SEM. The most well-known (and efficient) platform Google AdWords. Bing Ads and Yahoo Search Ads are also examples of SEM platforms.
2.Search engine optimization (SEO)
Now, a trendy section among types of digital marketing, SEO. SEO is the process of optimizing your website’s content and reach. It is done so that a page is shown at the topmost part of a search engine result for a selected term is searched on a search engine (set of keywords).
People don’t bother scrolling to page two of the search engines. Hence, SEO is essential to work if someone wants to generate more business from online searches. SEO is further categorised into three parts.
- On-Page SEO
- Off-Page SEO
- Technical SEO
Each part is further categorised in subcategories. SEO is easy to learn and understand but hard to vanquish over because your page/website’s rank is earned in SEO and not bought.
3.Paid search or pay-per-click (PPC)
PPC refers to the sponsored result on the top or side of a search engine results page (SERP). These ads prices for every click and thus the name PPC. These adds are tailored to appear when specific search terms are entered; such that the adds that are running reaches to the target audiences seeking something in particular.
Each ad’s cost, or CPC (cost per click), depends mostly on the selected keyword’s competition. These ads are very beneficial. They rely on data harvested from individuals’ online behaviour. In SEO, you earn your rank while in SEM, you buy your rank.
4.Social media marketing
The term explains for itself; Social Media Marketing is marketing through Social Media. But The key to productive social media marketing could go far beyond solely having active social media accounts. Depending on the type of business, there’s a social network out there.
All companies would perform well on Facebook, but if you specialize in B2B chemical product, LinkedIn is the one for you. One must also be formulating social elements into every aspect of their marketing efforts to create as many peer-to-peer sharing opportunities as possible.
Content marketing is not outwardly promotional in nature but instead serves to educate and inspire consumers seeking information. When you offer content relevant to your audience, it can secure you as a thought leader and a trustworthy source of information.
This blog is my content, and through this blog, I am building trust in my audiences, once I get enough traffic on my blog, I can use it to promote products.
Have you seen those YouTubers asking you to download XYZ VPN? Yup, that’s what influencer marketing is. Influencer marketing employs those in a position of ‘power’, usually social media influencers or industry experts. This model has become more prevalent in recent years, through sites like Instagram and YouTube.
This is to assist a company/individual in marketing a product or service to their audience. Companies will enlist a well-known influencer to promote their products or services on their social pages or affiliate websites.
Even after more than two decades, email is still the swiftest and most straightforward way to reach customers with critical information. More and more email campaigns are designed to be incredibly engaging, relevant, informative, and entertaining. Generally, marketing emails meet five core attributes to be prosperous. They are to be conversational, relevant, trustworthy, strategic, and coordinated across channels.
After all, they are not to be buried in the receivers inbox.
Viral Marketing is that form of content that spread like a virus and can generate potential sales and interests, adding to huge revenue in a short span of time. It is quick and reaches everyone quickly at a minimal cost. The content is so engaging and entertaining that individuals share it without any contingencies.
“Rasode me, kon tha?” Who doesn’t remember that? But do you know that Paytm ran a campaign featuring Kokila Ben after that viral video?
Thanks for sticking out. Here’s small bonus content.
Mobile devices are closest to us sometimes even closer than close friends, continuously checked throughout the day. How many time do you check on your BFF? This does marketing on mobile critical. Research says two-thirds of consumers can recall a specific brand they have seen advertised on their mobile device in the past weeks.
Also check out this blog: here
Future of Digital Marketing 2021
The future is variable, 100 years back in time, many believed that thee would be flying cars 100 years from now. I don’t know about flying cars by I am certain that we have a pandemic, instead. Below I have tried to list out possible ways how technology and DM can evolve to become the types of digital marketing in future.
Using AI to automate ad buying is associated with Programmatic advertising. Digital advertising is an example of DM. Here, by using AI, marketers can target more precise audiences. For example, real-time bidding is a type of programmatic ad purchasing. This automation is much more practical and speedy and dynamic, which means higher conversions and lower customer acquisition costs.
To stand out in 2020s marketers need to personalize their marketing – and that means personalized content, products, emails and more. Suppose someone wants to study examples of the power of personalization. In that case, it’s hard to overlook Netflix and Amazon, with their tailored recommended products or movie titles.
3.Voice Search & Smart Speakers
The escalating use of voice search has made it essential for companies to rethink their digital marketing strategies in 2021. Voice search plays a vital role in providing all the relevant information that people search for by audio content. AI is getting more ingenious. The number of misunderstandings made by voice assistants like Alexa, Siri and Google has significantly reduced.
The uses of blockchain are notably more wide-reaching than just the financial sphere; however; this technology is also making swirls in the digital marketing world. Blockchain reduces the digital marketing intermediary, builds trust employing transparency, drives public accountability, and offers branding benefits.
But in 2021 and beyond, we’ll see these trends in the blockchain:
- Tracking Media Buys
- Handling Social Impressions
- Verifying Online Identities
- Elevate Transparency
Remember earlier in the blog I talked about mobile phones is very close to us the same case is ours with other devices. We never mind our mobile devices and wearable tech and laptops – from smart cars to household appliances to, the Internet of Things (IoT) is getting more and more connected:
And as 5G technology ripens, more IoT devices will impersonate more on-demand content for users and more advertising opportunities for marketers.
That was all for this post. I hope after reading this post, you would be having a better understanding of the digital marketing world. Drop a comment, and I would love to know what you think about the blog. Considering share it on social media or any other platform; as it helps me generate more meaningful and useful content only for you.
You can’t sell anything if you can’t tell anything.