Digital Marketing

Digital Marketing basically means marketing of the products or services using digital technologies, mainly including internet, mobile applications, social media, display advertisements, search engines, etc. Marketing is vital for any business as it communicates the business and its products and services to the customers at the first place. Marketing increases the awareness about the business which in turn helps in increasing the sales. It creates brand image and helps in building an image in the minds of the audience about the business in the way it want. The 21st century marks the era of digital technologies and internet. As the world is moving towards a digital revolution it makes sense that digital platforms are use to its full potential as a marketing tool. Now a days people no more look at print medias like newspapers when the want to go and buy any product or service but almost everyone always search for it on google at the first place before buying any kind of a product. Digital marketing is a completely new endeavour or way of approaching the customers.As is it said “ignoring digital marketing is like opening a business but not telling anyone”. Digital marketing provides the businesses with a wide range of channels to promote, advertise and communicate its products and services to the customers. Digital marketing includes various tools such as Search Engine Optimisation, Social Media marketing,Searh Engine Marketing, Email marketing, Content Marketing, etc. SEO or Search Engine Optimisation in simple language means making the websites more attractive in order to order to show the result of a website or a web page in SEO. SEO is a digital marketing tool which is used to increase the visibility of the websites in a non-paid manner. SEO includes increasing technical, creative and content elements which are required to improve website ranking in the search engine, derive traffic to the website and increasing awareness about the website at all platforms. Generally most frequently website appears at the top in the search result list which also means higher the ranking of the website in the search result list more visitors it may receive which can be achieved through SEO. SEO targets on few keywords related to the business and by making them rank at the top of the search result list it helps the business websites get in touch with their potential customers whenever they are searching for specific business related keywords. SEM or Search Engine Marketing unlike SEO which means marketing by using organic i.e. unpaid manner, is marketing of business using paid advertisements that appear on search engine result pages. With millions of business out there all looking for same people at the same time it has never been more important before to advertise online and SEM is one of the most effective tool of digital marketing to do so to promote and advertise the business and its products. SEM makes the advertisements of the business appear on the search result pages as a user search for a keyword related to it. Here, advertisers make bids on keywords that the customers may use for while searching for various products and services on different search engines like google, Bing and yahoo etc. Social media is recognised as the biggest revolution in the history of communication and it started a completely new era altogether. Every platform that enables you to communicate and socialize locally and globally is a social media platform. Facebook, Twitter, Instagram, WhatsApp are few of its many avatars. Today almost every person have some or the other social media account, infact it has been accounted that India has the biggest customer base of WhatsApp which successfully the wide range of social media. But social media is not only a platform for socialising but also it is a very important window for businesses to communicate their products and services to their customers. Social media marketing is a very important tool of digital marketing. It basically implies to using various social media networks so as to achieve different marketing and branding objectives. Social medias helps the businesses to check with what their customers are saying about them and respond to them and also SMM helps them in image building. As David Newman said “Email has an ability many channels don’t: creating valuable personal touches- at scale” and this single line very well depicts the importance of email marketing. Email marketing is marketing products or services directly to the customers using email. Broadly said, email marketing means sending emails of every customer or potential customers for the purpose of commercialising the products or services. Each email even though is automatically generated in masses with slight changes like a name adds up a personal touch to it. It usually includes emails to send advertisements, make the customer aware about the upcoming sales, etc. Email marketing is now ranked as no. 1 marketing tool and is the most effective digital marketing tool. It helps the businesses in brand building and provides it an opportunity to build a up close relationship with its customers. Also various cautions should taken while email marketing. It is very important that the emails sent to the customers are relevant and measures should be taken to avoid spamming them. Content marketing is basically a type of marketing that involves the creation and sharing of online material such as blogs, videos, social media posts that doesn’t precisely promote a brand but intends to stimulate interest in its products and services. Content marketing is simply strategic approach towards creating valuable and relevant content which aims at attracting and retaining the target customers. It is said that that “Traditional marketing talks at people while content marketing talks with them”. Content marketing helps the businesses in improving the lives of their customers by bridging the gap between what the business produce and what customers actually want. That may be in the form of a change in personal behaviour or as every advertiser aspire it could be in the form of a purchase decision by helping them move towards a best course of action which may be buying from that particular company. As Lee Odden said “content is the reason search began in the first place”, one may understand the importance content marketing upholds in digital marketing. Other that these digital marketing platforms there various other options too such as affiliate marketing, mobile marketing, local business marketing etc.
Digital marketing presents various challenges to its users. As digital channels are increasing rapidly, the digital marketers have to keep up with how all of these channels works so as to savour the benefits of digital marketing to its full extent.

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