As a business person, we hear the term Digital Marketing a lot. Let us see briefly what Digital Marketing is.
Digital Marketing is any form of Marketing products or services that involves electronic devices.Digital Marketing can be done Online as well as Offline.
The channels used for Digital Marketing includes-
1.Social Media Platforms ( Facebook, Twitter, Instagram, Linkedin)
2. Websites ( such as this one)
3. Search Engines ( GOOGLE, Bing, Baidu, Naver, etc)
4. Web Applications
5. Email
6. Mobile Applications/ Apps
Digital Marketing gives you and your business an opportunity to put your business on the global map of products and service providers. Digital Marketing gives you access to Billions of people in the world through the above-mentioned channels.it has changed how the global population lives and interacts.in today’s world almost everyone has access to electronic smart devices which has access to the internet/interwebs. the above-mentioned channels are starting to become an inseparable part of people’s lives.
Gone are the days of advertising and the sales will come.in today’s competitive landscape the share of sales must be earned by diligence.instead of advertising on billboards, companies are starting to spend that much amount on digital advertisement where the returns and other key parameters can be quantified.based on the analytics a better business decision can be made both in the short term as well as the long term.
In Digital Marketing everything is measurable.even the number of people who cannot be reached due to non-existing email addresses or people who have full email inbox.
Every single parameter can be studied which makes it one of the best avenues to identify performing products and services.it is increasingly becoming more and more deeper and establishing it as a core of business along with sales, value creation, logistics, and operations, value delivery and Finance.at this moment business’s simply cannot afford to ignore customer needs as mentioned through Digital Marketing channels especially Social Media.
The share of people spending more time online is only increasing dad by day and adding to the significance of digital marketing.
TYPES OF DIGITAL MARKETING
A) OFFLINE MARKETING
B) ONLINE MARKETING
OFFLINE MARKETING
Offline Marketing is the subset of digital marketing where electronic devices are used for marketing purposes. all these aforementioned devices are not necessarily connected to the internet but they still use electronics products.offline marketing is also known as outdoor marketing.
some types of business benefit more from offline marketing in certain circumstances however it is increasingly getting outdated by online marketing. for most businesses’s a great approach would be to integrate both forms of digital marketing into their strategy.
offline marketing is not to be confused with traditional marketing. both of them are very similar in function except for the inclusion of digital devices.
TYPES OF OFFLINE MARKETING
1.Enhanced offline marketing
2.Radio marketing
3.phone marketing
4.television marketing
ENHANCED OFFLINE MARKETING
This type of marketing is similar to traditional marketing however electronic devices are used which makes it a subset of digital marketing.
Types of enhanced offline marketing include
1.Electronic billboards
2.Digital product demos( PlayStation games, software demo cd’s, etc)
3.Digital product samples. (model electronic devices at electronic stores like maple)
RADIO MARKETING
This type of offline marketing is familiar to everyone.it includes advertisements over the radio.it includes
- Show sponsoring
2.Radio commercials.
TELEVISION ADVERTISING
Everyone has seen a tv commercial before. they are a part of offline advertising. types include
- Tv commercials
- Teleshopping
- Super bowl commercials
PHONE MARKETING
Types of phone Marketing includes-
- cold calling
2. Text message marketing( coupons, giveaways, loyalty programs)
3.QR Codes
ONLINE MARKETING
ONLINE marketing as the name suggests is the use of the internet for marketing of products and services.
TYPES OF ONLINE MARKETING
1 . SEARCH MARKETING
A. SEARCH ENGINE OPTIMIZATION
B. SEARCH ENGINE MARKETING
2.CONTENT MARKETING
3.SOCIAL MEDIA MARKETING
4.PAY PER CLICK(PPC) MARKETING
5.AFFILIATE MARKETING
6.INFLUENCER MARKETING
7-EMAIL MARKETING
SEARCH MARKETING
SEARCH MARKETING CONSISTS OF
- SEO { SEARCH ENGINE OPTIMIZATION }
2. SEM {SEARCH ENGINE MARKETING}
SEO
SEO IS THE ART OF RANKING HIGH ON A SEARCH ENGINE’S RESULT PAGE(SERP) IN THE UNPAID ORGANIC SECTION.
Search engine optimization includes working on webpages (on page) and working on linking with other websites (off page)
SEM
SEM IS THE ART OF GAINING TRAFFIC AND VISIBILITY FROM PAID EFFORTS/PAID SEARCH LISTINGS.
Search engine marketing can be done on all search engines.sem is done in the paid section of all search engines and their network websites.
SEM includes majorly
1 google ads
2 bing ads
CONTENT MARKETING
Content Marketing is a long term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is relevant to them on a day to day basis.
eventually, when a product is offered, they will purchase from you because of the good first impression and loyalty.
SOCIAL MEDIA MARKETING
Social media marketing is the use of social media to promote a product or service. its also used to maintain and grow a customer-client relationship with potential customers.
Social media channels include-
1 facebook
2. twitter
3.instagram
4.linkedin
5.pinterest
6.reddit
PPC MARKETING
PPC stands for pay per click which is a digital marketing umbrella term for all sorts of advertisements that are charged on the basis of how many clicks it receives.
AFFILIATE MARKETING
Affiliate marketing is a type of performance marketing in which the business rewards the affiliate for each transaction helped by the affiliate marketer. This is a particularly new form of digital marketing.
INFLUENCER MARKETING
This is also a new type of digital marketing. it is very similar to affiliate marketing, but the difference here is that instead of being paid per resulting transaction, the influencer is paid a lump sum for the promotion. generally, influencer marketers are celebrities with large social media following.
EMAIL MARKETING
EMAIL marketing is the art of adding subscribers to the mailing list. cultivating subscribers and providing them with quality relevant content and occasionally making the sales pitch via email.it is the most effective form of digital marketing with the highest ROI.
INBOUND MARKETING – it is a business methodology that attracts valuable customers by creating customer-centric content which is relevant fresh and informative in nature. it forms connections with customers and solves problems they already have.
OUTBOUND MARKETING- it is a disruptive type of marketing that interrupts customers and causes them to leave the mailing list.it should be avoided as much as possible.
TYPES OF MEDIA
1 PAID MEDIA-
it encompasses traditional as well as digital marketing methodologies .any form of advertisement that requires the business owners to pay for the advertisement is known as paid media irrespective of the channel. a native advertisement is also a form of paid media. native advertisement means information and advertisements of other platforms (not own platform). whenever an advertisement is being sold it is known as paid media.difference between content marketing and native is that content marketing is done on one’s own platform whilst native is done elsewhere. the confusion is because are highly targeted in nature.
examples – online display ads, PPC, sponsored social media posts, tv slots, radio slots, print advertisements, billboards,direct mail, and sponsorship.
2 EARNED MEDIA- it is the positive advocacy and third party feedback that comes off the marketing efforts.it is mostly positive in nature. it is basically a goodwill gesture by other internet users on your handles.
examples include- press coverage, influencer relations, testimonials, word of mouth, social media buzz, brand mentions, and backlinks.
3 OWNED MEDIA- it is all the assets that you actually own in the digital and offline space.
examples include-website, youtube channels, social media pages, video content, blogs and vlogs, white papers, podcasts, ebooks, and webinars.
4 SHARED MEDIA- any social media platform is shared media. it has a lot in common with earned media. owned media + earned media = shared media.it is the shared content of the original owned by the business.it is the content posted plus the advocacy gotten off it.
example- any social media platform.
as we can infer the many forms of marketing co-exist with each other and are indispensable to each other in this digital world.the best way would be to utilize SEO to improve rankings and build a list of subscribers and producing top-grade content and posting in a systematic way on all owned media and gaining as much third party thumbs up at the same time.
Vaishag Nair 