DIGITAL MARKETING INTRODUCTION
Digital marketing is an umbrella term for the marketing of products or services using digital technologies mainly on the Internet. It refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps.
Digital marketing compared to traditional marketing is more affordable method. An email or social media campaign for example one can transmit a marketing message to consumers for the merest fraction of the cost of a TV ad.
One of the main benefits of conducting your marketing digitally is the ease of tracking and monitoring the results which would come handy and be the additional point to improve and get better results. Rather than conducting expensive customer research, you can quickly view customer response rates and measure the success of your marketing campaign in real-time, enabling you to plan more effectively for the next one.
There are many ways of digital marketing say search engine optimization and marketing;social media optimization and marketing;email marketing;mobile marketing and affiliate marketing which will be explained in detail later.
Google Analytics is a tool to track the results of improvement and gives detailed statistics of traffic and traffic sources which also will be explained in detail with google webmaster tool.
DIGITAL MARKETING v/s TRADITIONAL MARKETING
|DIGITAL MARKETING||TRADITIONAL MARKETING|
|Reduction in Marketing Costs|
|Real-Time Results||Gives you a wider marketing avenue to explore|
|Develops a Brand better||Provides connection on a more personal level|
|Greater exposure to new customers|
Advantages of Digital Marketing
Reduced Cost – Any business can develop online marketing strategy for very little cost than old traditional marketing which is quite costly which includes Television, Radio, Newspaper.
Easy to Measure – Unlike traditional marketing, it is easy to measure how effective marketing tactics are at achieving objectives. As a result you can also improve your performance. You can easily measure your marketing campaigns performance through Google Analytics by measuring your specific goals you want to achieve.
Real Time results – Unlike traditional marketing, you can get real time results. You can easily increase number of visitors to your website, number of leads, conversions, sales.
Greater Exposure – One can easily advertise business anywhere in the world by marketing campaign while cost to do this using traditional marketing would be much higher.
Improved conversion rates -Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be seamless and immediate.
Greater engagement: With digital marketing you can encourage your prospects, clients and followers to take action, visit your website, read about your products and services, rate them buy them and provide feedback which is visible to your market. So it doesn’t take long for good publicity to enhance the prospects of your business.
6 STEPS OF DIGITAL MARKETING PROCESS
DISCOVER-The first and most important element of the digital marketing framework is to Discover. It is the longest phase and requires lot of time and energy to put all thoughts together but if done correctly, it will ensure the success of the other five phases and drive your entire digital marketing strategy. The core components of Discover include identifying goals and objectives, selecting strategies and tactics, exploring new opportunities, and setting metrics and targets.
INTERNET BUSINESS ANALYSIS-The second phase of the digital marketing framework is the Internet Business Analysis. Now that your goals and objectives have been identified, the next step is researching how best to implement a digital marketing strategy. In this process a business will consider which pieces of the market to target and then analyse those areas and involves the creation of fictitious characters that represent various types of your customers by incorporating different demographics, interests, locations, age groups, gender and behaviour
BUILD -The next component of the digital marketing framework is Build. Before the requirements of a digital marketing strategy can be built or implemented, your business needs to have a discussion about who will build it and at what cost? Are there enough staff members to handle it internally or do you need an agency or consultant? How much budget is available?
IMPLEMENT -Following Build is the Implement phase. During this period all of the digital assets and campaigns tasked throughout Build need to be scheduled for launch and subsequently activated. A cohesive and well organised launch strategy can pay dividends as it is often an underrated part of most digital marketing efforts.
MEASURE -Do not build, implement and wait, because it will not do you any good. The Measure phase of the digital marketing framework is what enables you to determine which strategies work best and enhance those that are generating a positive RETURN ON INVESTMENT with your marketing budget.
MANAGE RESULTS -The Manage Results phase is the final phase in the digital marketing framework. After implementing a campaign and letting it run for a reasonable amount of time (and also tracking it correctly), it will be easy to discern whether the campaign works. If it does not, pull the plug. If it works, start the digital marketing framework again and figure out how to enhance it.