Digital marketing is not a bandwagon, but the essence of establishing your business in the overcrowded online competition. With people using the internet more than ever, this industry has amplified its horizons to every sect/industry. Today we’ll discuss what is digital marketing, how it works, and what its advantages are.
Shopping, booking tickets, bill payments, ordering food, phone recharges, etc. all have become accessible online. This integration and inclination towards internet usage has given birth to digital marketing.
Digitalization evolved into a huge revolution globally that not only connected people but also opened a hub of avenues for businesses. Online marketing has become an inevitable part of the world, especially after the pandemic. Consequently, this sector is expected to reach $786.2 billion in the coming two years, GlobeNewswire reports. That’s why marketers are going the whole nine yards to ace their digital marketing approach.
What Is Digital Marketing?
Digital marketing is the branch of marketing that utilizes online channels (websites, social media sites, email marketing, programmatic marketing, etc.) to promote business offerings. In short, it is advertising through online means to reach out to prospective buyers over the internet.
Although print media advertising is still in use, digital advertising has caught a wide share of marketing. As per Statista, the count of Internet of Things (IoT) has spiked by 6.54 billion from 2019 to 2023. This is to say that there is an enormous increase in the usage of internet-friendly mobile devices. For this simple reason, marketers have shifted to digital marketing for optimum exposure.
Importance Of Digital Marketing
Now knowing what the need for digital marketing is as important as discovering what is digital marketing:
- In this era, where technology has overpowered almost every sector, internet marketing has seen a drastic upward shift. And its graph has been going upward ever since, especially after the Covid outbreak.
- Digital marketing has saved plenty of time, now rather than physically visiting the store to grab stuff, we can order whatever we want in a few clicks/taps.
- Online marketing has made it possible for people to discover various color/design options or features of a particular product. Similarly, one can avail customization in services from the comfort of their home. This all was so much time-consuming before digital marketing.
Strategies Used In Digital Marketing
Here are key tactics utilized in digital marketing, which are also referred to as its various types:
- Search Engine Optimization (SEO)
SEO is the process of optimizing a website with the intent to make it rank among the top spots in search results. For this purpose, three key SEO aspects need to be worked on: on-page, off-page, and technical. These factors are regulated to make the website SEO-friendly. To improve page ranks, businesses typically focus on:
- Improving content quality
- Increasing user engagement
- Enhancing user experience (desktop and mobile)
These three components together yield improvement in ranking because people hardly go beyond the 2nd page of the search engine results page (SERP). On-page search optimization techniques are focused on tweaking on-site aspects that the audience generally interacts with. For instance, keyword research and natural integration are focused on improving content discoverability.
Off-page search engine optimization aims to improve your website visibility off-site. That’s why it mainly includes generating backlinks and company profile listing on third-party sites. Google and search engines other than Google are highly inclined towards the quality backlink profile of a website.
Technical SEO is to deal with backend improvements that determine how search engines will crawl your website. Your site’s architecture, coding, page load speed, metadata, etc. are thus major nucleus parts that are worked on to obtain improved SERP ranks. This is how SEO aims to improve a website’s organic ranking to attract organic traffic.
- Social Media Marketing (SMM)
SMM is an integral part of digital marketing which incorporates promoting business offerings on social media platforms. Today, Facebook, Instagram, Twitter, LinkedIn, WhatsApp, Pinterest, etc. are heavily used for business promotions. Social media ad spend has increased to $226 billion in recent years, DATAREPORTALS confirms. This evidently says that social media sites have become a go-to option for marketers for advertising purposes.
- Social Media Optimization (SMO)
Social Media Optimization is the process of optimizing your social media presence to direct the audience from social channels to your website. It is a way to engage and interest audiences more profoundly. This in turn gives a strong boost in lead generation and conversions.
- Pay-Per-Click (PPC) Marketing
Pay-per-click marketing involves running paid ad campaigns that only charge advertisers when their audience/prospective buyers take a desired action after seeing their ads on third-party websites, search engines, or social media platforms. It is one of the most economical digital marketing campaigns that charges only if you get the desired result. Banner ads, shopping ads, and native ads are a few examples of PPC marketing.
- Online Reputation Management (ORM)
Online reputation management is the branch of digital marketing that deals with the social image of a business. It utilizes social listening tools to assess what your audience is looking for and how they perceive your brand/products/services. This includes assessing public reviews and complaints about your business.
- Search Engine Marketing (SEM)
SEM is the branch of digital marketing that involves making websites and e-commerce stores visible on search engines. It includes paid ad campaigns that drive traffic and uplift ranking. This further helps in making business more discoverable in local searches or searches with geographical locations, for a certain price range, for a specific brand of a product, for a particular color, or any other attribute of the product, etc.
- Content Creation & Marketing
Digital marketing revolves around creating optimized content and marketing to grab opportunities. Content writers prepare SEO-optimized content with the help of keywords that have higher search volume. Blogs, articles, white papers, social media copies, videos, infographics, presentations, podcasts, newsletters, etc. are a few examples of content.
- Link Building
SEO is highly dependent on link-building tactics. White hat link building techniques fetch high-quality and authoritative links from trusted and relevant sites. This not only increases referral traffic to your site but also boosts the website’s domain authority (DA). SEO optimizes the link structure of your site so that search engines can easily crawl all the necessary pages.
- App Marketing
SEO app marketing solutions are imperative for app promotions. Increasing app visibility on app stores and app downloads/installs through online SEO promotions. Furthermore, SEO is a foolproof strategy for pre-launch app promotions, post-launch app marketing, and enhancing app user experience with time.
- Affiliate Marketing
Affiliate marketing is another way to promote your products/services through third-party sites or influencers. This digital marketing model works on a commission basis, in which you pay the promoter a pre-fixed percentage of commission on every sale initiated via their promoted link (which is of course trackable). If you are a social media influencer, affiliate marketing can add a nice chunk of change to your wallet.
- Influencer Marketing
This digital marketing channel allows you to tie up with influencers in your niche to promote their offerings. It allows businesses to leverage a large audience base of followers. Many big brands utilize influencer marketing as a means to increase leads and sales. As per Statista, the global influencer market size will grow to $22.2 billion by 2025.
- Email Marketing
Email marketing has been a significant part of digital marketing for quite some time now. Businesses and marketers send personalized emails targeting prospective buyers who are interested in your services. Big corporations like Myntra and Coca-Cola utilize email marketing to announce new arrivals and seasonal discount offers.
- Instant Messaging Marketing
This is another tactic of digital marketing in which marketers and business owners connect with their prospects or customers through instant messages sent over the web. This can be used for:
- Promoting flash sales
- Order management (sharing details of order booking, tracking and completion)
- New arrivals
- Handling queries
- Asking about contact details for future business purposes
- Programmatic Marketing
Programmatic marketing utilizes automated tools and advanced AI softwares to trade ad spots in real-time. It runs through ad exchanges which serve as a point of meeting for publishers and advertisers. Audio ads, video ads, display ads, and DOOH ads are examples of programmatic advertising.
Advantages Of Digital Marketing
Here are five key benefits of digital marketing:
(i) Focus On Your Target Audience: Digital marketing is more efficient in promoting your business offerings in front of your target audience. Unlike traditional marketing, it allows you more control over the audience segmentation to promote your products/services. Internet marketing allows you to design campaigns for search engines and social media platforms and decide:
- which audience you want to target
- which geographical region you want to target, and
- which platforms you want to invest in.
(ii) Cost-effective Solutions: Using traditional means to target your customers, can result in missing out on conversions. And one of the key reasons behind this is not getting the attention from the right audience. This increases your cost even more because you’re not generating the desired results.
With digital marketing, you can be sure of reaching your audience with their personalized preferences thus saving your money from burning in vain. It elevates return on investment through segment targeting and comprehensive solutions.
(iii) Measurable Results: Digital marketing declares victory through measurable results. For instance, you can track how many clicks an advertisement generates, which is not possible in the case of traditional media marketing. Since the nature of business is diversified, digital marketing KPIs (key performance indicators) help assess the progress. Some of the key KPIs are:
(iv) Provide Personalization In Services/Products: Digital marketing works on data and insights collected during an ad campaign. It helps marketers analyze customer behavior so they can target them strategically. Based on this data, businesses can:
- Target prospective customers as per their demographics
- Send them personalized messages
- Know about their contact information for promotions
- Understand their buying decisions
- Make queries for product/service improvements
- Find which content they like/read or stream a lot
(v) Engage With Customers: Unlike traditional print and media marketing, digital marketing allows engaging with customers via chat or on social media platforms. Digitalization has evolved to an extent where businesses can not only send messages or emails but can also connect through chatbots and automated messages even without being physically present. However, it requires efforts to maintain the need to understand the customer query. Furthermore, in-app advertisements, integrated e-stores and social media platforms, and actionable CTAs are some impressive ways to connect and engage with the audience instantly.
Offline Digital Marketing Channels
- Radio/FM: We all have heard of ad promotions on radio channels.
- Television Ads: Commercial advertisements and demonstrations are two common examples of television marketing.
- Out-of-Home Advertising (OOH): this involves promoting products/services through publicly accessible screens with billboard ads, kiosk ads, transit ads, etc.
- Short Message Service (SMS): Messages are there from quite a long time for business promotions and order management.
What Is Digital Marketing & Inbound Marketing?
Are you also confused and wondering what is inbound marketing in digital marketing? So far we’ve discussed what is digital marketing and various techniques through which one can promote their goods and services. Now there are 2 basic formats to promote your business through digital marketing:
- You can reach out to your customers based on their interest
OR
- You can highlight your business in front of them to get noticed
The latter one is referred to as Inbound marketing. The below-stated examples will further clarify your doubt about inbound marketing v/s digital marketing difference:
Examples of Inbound Marketing v/s Digital Marketing
| S. NO. | INBOUND MARKETING | DIGITAL MARKETING |
| 1 | Pop-up Ads | Blogs based on interest category |
| 2 | Commercial advertising | Video advertising |
| 3 | Email Spam | Email Marketing through contact list |
Inbound marketing is focused on providing prospects with information about your brand/business and offerings. This is to say that you provide your audience with information on your business and offerings rather than focusing on a particular product, it counts as inbound marketing.
In simple words, digital marketing helps increase traffic, leads, and sales; on the other hand, inbound marketing focuses on building a nurturing relation with prospects to retain them for longer.
B2B v/s B2C Digital Marketing
Now businesses don’t always put all their efforts to target end customers (B2C- business-to-customers). Sometimes, they also target other business organizations to provide better solutions for their day-to-day operations, which is called B2B or business-to-business marketing.
| S. NO. | B2B Digital Marketing | B2C Digital Marketing |
| 1 | In B2B digital marketing businesses utilize online marketing modes to promote their products/services to other business organizations. | In B2B digital marketing businesses utilize online marketing channels to promote their products/services to end consumers. |
| 2 | It follows a lengthy sales cycle involving designated members of the team or board to decide about various aspects. | The sales cycle is shorter and decisions are made by individuals and households. |
| 3 | Sales are driven by long-term business relations | Sales are driven by need or problem, generally product or service-driven. |
| 4 | Decisions are based on thorough calculations of risk and return. | Decisions are taken based on personal preferences, emotions, or choices. |
| 5 | Brand identity as an organization matters the most. | Brand identity as a symbol matters the most. |
How To Start Digital Marketing- Best Practices
When we talk about what is digital marketing and how it can prove to be a boon for business, these are the footsteps you must take:
- Build A Website: The first and foremost step you can take to establish your brand name in the online market is building a website. Having a functional dynamic website will get your business listed in search engines’ indexed data and easy to discover.
- Keyword Optimization: While preparing content for a website, blog, or ad copy, you must use keywords for better discoverability. Furthermore, try to integrate keywords as naturally as possible for utmost optimization. Web page title/descriptions, product descriptions, website content, etc. can prove beneficial in generating leads and conversions.
- Define Your Target Audience: The most important part of a digital marketing plan is specifying the audience you want to target. Marketers usually make buyer persona for different audience segments based on their distinctive characteristics and preferences. This helps analyze the purchase patterns and factors influencing purchase decisions to formulate an effective strategy. Defining a target audience is thus an inevitable step for getting digital marketing.
- Focus On The Right Mix of Paid and Organic: If you’re new to digital marketing, it can be overwhelming to decide whether to go for organic promotions or paid advertisements. The best approach would be using a balanced mix of both. Where organic promotions can generate returns in the long run, paid ad campaigns can bring you the most leads during seasonal sales in high competition. For best results, decide the budget allocation towards marketing and other areas as per your firm size and competition level.
- Go For Trendjacking: Using viral or trending topics/hashtags or sounds, etc. to align with your business promotions is called trendjacking. This is the new wave that businesses have been exploiting to its full potential to stay relevant to their customers. Where user-generated content provides enormous exposure to businesses, trendjacking helps leverage ongoing trending discussions or events to be relatable.
Hire A Digital Marketing Agency
Digital Marketing is not based on guesses, it has to be handled tactfully. This made businesses turn to professional experts so that they can get a competitive edge in this race. That’s why this industry is booming every year. Hiring a digital marketing company has numerous benefits for businesses over traditional means of marketing. Businesses who want to achieve any of the below-mentioned goals will get over-the-top advantages from a professional digital marketing agency-
- Increase Their Product/Service Demand
- Maintain A Trustworthy Brand Image
- Expand Reach To Untapped Audience
- Maintain A Trustworthy Brand Image
Mind Mingles, a full-service digital marketing agency that provides skillfully designed internet marketing solutions. Our clients need not find and hire a different agency for SEO, SMM, content marketing, link building, app marketing, e-commerce marketing, and any other digital marketing solution. We have 10 years of experience in this field and have worked for various small and big business enterprises from diverse niches. Here are a few reasons why you should hire Mind Mingles:
(i) Specific Strategy For Desired Outcomes
Every business firm has unique needs, budgets, and goals. This arises the need for designing specific digital advertising solutions. We are a full-service digital marketing company In India and US and have worked with different industries and organizations. Our expertise and customized internet marketing solutions have wonderfully leveled up our client’s ROI.
(ii) Skilled Expert Insights & Strategies
Digital marketing is a dynamic field. Hiring experienced digital marketing professionals is beneficial for working out any predictable and unpredictable difficulties. With years of experience, our expert digital marketing team smoothly untangles the areas of online advertising and promotions for you. Our skilled team ensures strict quality checks and delivers the desired results.
(iii) Target The Desired Niche
Digital marketing requires targeting a specific niche for particular products or services. This can be done with ease if you have a team of professional digital marketing experts by your side. We help businesses to target and retarget the desired audience with our digital marketing services and strategic approach.
(iv) Measurable Results
One of the key reasons you should hire a digital marketing agency for your business is-measurable results. You’ll get to see the progress of your project, unlike other advertising techniques that can’t be monitored and measured. Whether it is CTR or leads, we report the quantifiable results to our clients so that they can witness their business growth.
(v) In-House Team Expertise
One of the key reasons you should hire a digital marketing agency for your business is measurable results. You’ll get to see the progress of your project, unlike other advertising techniques that can’t be monitored and measured. Whether it is CTR or leads, we report the quantifiable results to our clients so that they can witness their business growth.
(vi) Time & Money Saving
Hiring us as a digital marketing agency will not only help save time, but money as well. We take away the need for an in-house digital marketing team and the costs associated with employing one. This also includes wasting time on ineffective campaigns and strategies that can be easily avoided with an experienced digital marketing agency.
(vii) Cost effective Solutions
We have the power to drive down costs, allowing you to stay within your budget. The advanced strategies and technology we have access to provide the most efficient campaigns with feasible costs.
(viii) Advance Techniques
We are constantly keeping our finger on the pulse of the industry so that we can utilize new techniques and technologies to drive maximum results. At Mind Mingles, we are more in tune with the latest trends, and have the ability to identify new tools and strategies that can give you the edge.
We understand the power of social media, the impact of organic search, and the nuances of paid media and know how to use them to give you the best results. Additionally, we have the resources to track the success of your campaigns and help you optimize your digital marketing initiatives for even better ROI. With a great digital marketing company in India, you can rest assured that your campaigns have the best chance of generating successful results.
Get detailed insights about our services and packages on- https://www.qsxyi.com/mindmingles/.
Frequently Asked Questions (FAQs)
1. What Is Digital Marketing?
Digital marketing includes marketing techniques like SEO, SMM, SMO, etc. to increase leads and sales through online promotions.
2. What Is SEO Auditing SEO/Audit Report?
SEO Audit report identifies the well-performing and non-performing areas of a website. It helps identify various aspects of a website including technical problems for improvements.
3. How Does Digital Marketing Work?
Digital marketing involves planning and formulating strategy to audit and analyze the shortcomings in content and on-page, off-page and technical aspects of a website. Moreover, it includes designing paid ad campaigns for search engines, social media platforms and third-party sites.
4. What Is The Future Of Digital Marketing 2024?
As per the ongoing trends, the use of Artificial Intelligence (AI) is opening new doors of opportunities. Where this technological advancement has brought new avenues for digital marketing, it has reduced job opportunities. Chat GPT is a trending example of AI integration in digital marketing.
Conclusion
Now you know what is digital marketing and what avenues it provides to businesses to leverage online opportunities. It undertakes everything from enhancing on-site user experience to mobile SEO and from social ad campaigns to guest post promotions. Businesses can increase their brand awareness and save a lot of time with digital marketing strategies and solutions. The above article has aimed to provide detailed insights on digital marketing.
Gurleen Kaur is a Content Writer at Mind Mingles. She has presented her work in International Conference On Guru Nanak Dev Ji: Life, Philosophy and Legacy held at Mata Sundri College For Women and was awarded by the title of “Best Paper Presenter” under College Student Category for the same (Dated: 27th and 28th September, 2019) Has a strong grip over creating interesting, unique and informative content pieces for a wide range of niches. Firm believer that words have an impact.
