Digital Marketing Tutorial in brief

Friends, whether are you a student OR fresh graduate OR a website developer OR an SEO practitioner OR a Marketing enthusiast OR branding specialist, OR product professional, OR anybody.

If you have answered ‘YES’ for any of the above questions then you can choose Digital Marketing as a path of your career because you may be the core pillar to bring the revenue in the company by placing a product in right place at right time.  Didn’t understand? See How….

A Story

Boss: Drona! you know that we have a new product ready to reach the market. I am worried, how you and your team make it a success!!
Drona: I understand your worry Boss, but in this digital world, we have many tactics to make this product reachable and available to large no. of users quickly and effectively.
Boss: Oh! really, how come … do you have any plan of action or some pointers to impress me?
Drona: We need to do its branding and firstly we will mail to users about salient features of our product and its usefulness to the users.
Boss: But what if many users don’t have email IDs?
Drona: We will publicize products on other digital channels like Facebook, Twitter, etc.
Boss: What if many users don’t have its access or possibly, they can oversight it?
Drona: We can also execute it on audio, video and print media channels. Our almost every customer is actually connected with one or other digital tool and therefore, we need to use proper Digital Marketing tactics for the branding of our product and make it reachable to every consumer sector.
Boss Seems Promising! I am happy and positive with your confidence and approach and I am sure that you will make my dream a big hit. Bravo….!

What is Digital Marketing?

Now, Guys, I hope from the above you have an in short idea about what Digital Marketing has a role in product/company branding awareness in the industry. But still, some bookish definitions are very essential to share with you here to understand it in different ways because every other may have aspect difference for putting things in one’s mind.

Digital marketing is the cream component of marketing that utilizes the internet and online-based digital technologies such as PC, mobile phones and other digital media and platforms to promote products and services.

OR

Digital marketing is the advertising and marketing of a business, person, service or product using online channels, electronic devices, and digital technologies. A few digital marketing examples will include email, pay-per-click (PPC), social media, search engine optimization (SEO), and many more.

OR

Digital marketing is when you advertise your business via different online channels. It is the combination of all your ways and efforts to market your business online.

OR in short –

Digital Marketing means promoting your business through digital channels like the internet, email website, and many more.

Components of Digital Marketing

 

 

Below are the 5 main methods/components which offer their own benefits for your business –

1. SEO – It is the process of improving your website’s ranking in the search results.
2. Pay Per Click (PPC) – PPC ads appear at the top of the search results, above other organic results.
3. Email Marketing
4. Social Media Marketing – It is another great method to help your business connect with various leads. You can build a direct connection with companies, clients on social media.
5. Content marketing- It is a great method to help you obtain different types of leads you may not reach otherwise. This method requires you to share helpful information, snapshots, content with your target audience.

Focus points –

The different tools of Digital Marketing are segregated into various bundles and the user can pick any of the 2 best-fit lots based on the strategy of product’s reach to market-

Nat Bundle

  • Search Engine Optimization
  • Other Communities
  • Email Marketing
  • Landing Page Design

Ads Bundle

  • Search / Social Ads
  • Retargeting
  • Landing Page Design

Community Bundle

  • Other Communities
  • Social Media
  • Community Building
  • Email Marketing

Pyramid Scheme

  • Affiliate Marketing
  • Email Marketing
  • Landing Page Design

Syndicator

  • Other Platforms
  • Email Marketing
  • Landing Page Design

Whatever bundle you choose; it will always help you to have some copywriting to complement it. If you don’t learn some copywriting, your effectiveness in all other areas will be hindered. But if you do, you’ll see your efforts multiplied by being an effective communicator.

So, choose which bundle you want to start with a focus and if you can’t decide yet, then feel free to move on to the next step first and then see which lot will fit the best with it

Digital Marketing Tools – By Strategy:

General Rule, no two marketing teams are created equal. It doesn’t matter if you are of the small-sized team or you are looking for large enterprise-level digital marketing tools–this all-inclusive list has you covered. Below are the indicative tools which you can choose and utilize as per your planning or if you have time you can use all of them 😊

Organic Social Media – These days it becoming one of the most important used channels across the industries for marketing purposes.

Paid Social Media – being paid, it helps you in bringing your product on the front so chances are on the higher side to be visible to large no. of users.

Email Marketing – it is one of the effective and easy ways of marketing and sharing content with the concentric user base.

Display Retargeting – Ad scripts are following you basically and Retargeting is incredibly efficient for getting customers back to your site to convert them into a lead or enable them to do purchase.

Programmatic Advertising – it refers to the use of software to automate the purchase of media from both online and offline approach i.e., Ads are purchased and displayed automatically based on data.

Website Testing – Even a small change in color of any call to action button the website makes an impact on the user’s intention for testing the website. Forex. Paid button v/s free trial button.

Video Hosting – In this running era – video hosting has become must-do marketing rather than an ‘extra’ piece. In this, you have to focus more on the user’s vision and create an intuitive catchy video because slightly unfocused video wastes our efforts as a quality video publishing is not a quick job man.

Content Creation – There are numerous tools for infographics., blogs, videos, etc. creation and impressive assets can be created and utilized for your targeted platform.

Content Curation – marketing professional always and continuous need to focus and curate the content with upgraded information to reach people and keep them touched. We should have something unique for each post every time.

Website Analytics – These days most of the marketing tools have inbuilt analytics tools available, however, it is important to keep tracking and watching to the events/activities happened on your website. This will help in quick conversion for a probable lead.

Customer Service – Customers will only trust your brand if you are serving them a quality product and following up regularly for their relevant demands and issues. Therefore, the Customer Service channel is a realistic way of satisfying him and keeping them in the loop.

Search Engine Optimization – In the DM world, this is the most commonly used tool through which users increase the hits to his website by improving the content proposition and keywords which the user actually looking for. This will increase ranking in search.

Affiliate Marketing – This actually means allow others to sell their products on behalf of your brand by becoming an affiliate user. You have to pay the percentage of your sales earnings which they generate.

This is a way of trustful marketing approach because affiliates are known to the customers and already somehow connected with them therefore, the sale will be an easy task.

Career Options –

 

Now you better know that the Digital Marketing world is having an impressive strategy and numbers of tools to utilize for learning and improving the career path. One who trained well in some or all of the tools may fit in any of the below career profiles –

  1. Online Content Developer
  2. Social Media Marketing
  3. Search Engine Optimization Specialist
  4. Business Analytics Specialist
  5. Brand Management
  6. Mobile Marketing Specialist
  7. Web Designer
  8. Professional Blogger
  9. Search Expert
  10. Email Marketer

Desired DM Skills –

To have a satisfying career in digital marketing, it is vital to master the following skills:

  • Utilize Inbound Marketing
  • Flexibility
  • Strong Organizational Skills
  • Sales Experience
  • Branding Experience
  • Know Content Writing Platforms
  • Strong Social Media Skills
  • Familiarity with Digital Analysis Tools work
  • HTML Knowledge
  • Intuitive Landing pages for websites
  • SEO Experience
  • Recognize and reconfigure under-performing content for actual branding
  • Utilization of Advertising Platforms

DM Approach / Strategy

Planning

Digital marketing planning is a term used majorly in marketing management. It describes the initial stage of furnishing a digital marketing strategy for the wider such system.

The main difference between digital and traditional marketing planning is that it utilizes digitally based communication tools and technology such as Web, Social, Scannable Surface, Mobile.

Nevertheless, both are aligned with the corporate vision, the mission of the organization and the overarching business goal.

Stages of Planning

Dr. Dave Chaffey’s approach says digital marketing planning (DMP) has three main stages: Opportunity, Strategy, and Action.

Dr. suggests people that any business looking to implement a successful strategy of digital marketing must structure their plan by looking at opportunity, strategy, and action.

This generic strategic approach often has various phases of situation review, strategy formulation, goal setting, resource allocation and monitoring.

1. Opportunity

To create an effective Digital Marketing Plan, a business initially needs to review the marketplace and set ‘SMART’ (Specific, Measurable, Actionable, Relevant and Time-Bound) objectives.

They can set their SMART objectives by reviewing the current benchmarks and key performance indicators (KPIs) of the competitors and company. It is pertinent that the analytics used for the KPIs can be customized to the objectives, type, vision, and mission of the company.

Companies can scan for marketing and sales opportunities by reviewing their own and influencer outreach. This means that they have a competitive advantage because they are able to analyses their co-marketers influence and brand associations.

To seize the opportunity, the firm should consolidate its current customers’ personas and purchase journey from this they are able to deduce their digital marketing capability.

This means they need to form a clear vision and picture of where they are currently and how many resources, they can allocate for their digital marketing strategy.

By summarizing the purchase journey, they can also recognize gaps and growth for future marketing opportunities that will either meet objectives or propose new objectives and increase the profit of the organization.

2. Strategy

To create a planned digital strategy, the organization must review their digital proposition and communicate it using digital customer targeting techniques.

So, they must define online value proposition (OVP), this means the company must be able to express clearly what they are offering customers online e.g. brand positioning.

The company should also grab the target market segments and personas and define their digital targeting approaches.

After doing this effectively, it is important to analyses the marketing mix for online options. The marketing mix comprises the key 4Ps – Product, Price, Promotion, and Place.

Some academics have added three more elements to the traditional 4Ps of marketing Process, Place and Physical appearance making it 7Ps of marketing.

3. Action

The third and final stage requires the company to set a budget and management systems; these must be measurable touchpoints, such as the audience reached across all digital platforms.

Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned and earned media of the organization.

The Action and final stage of planning also require the organization to set in place measurable content creation e.g. oral, visual or written online media.

After confirming the digital marketing plan, a scheduled format of digital communications like the Gantt Chart should be encoded throughout the internal operations of the organization.

This ensures that all platforms used fall in line and complement each other for the further stages of digital marketing strategy.

Understanding the Market

One-way marketers use an empathy map process and can reach out to consumers, and understand their thought process. An empathy map is a four-step process. The first step is through asking queries that the consumer would be thinking in their demographic.

The second step is to define the feelings that the consumer may be having. The third step is to think about what the consumer would say in their current situation. The final step is to imagine what the consumer will try to do based on the previously executed three steps.

This map is so marketing teams can put themselves in their target demographics arena. Web Analytics is also a very important way to understand the behavior of consumers. They showcase the habits that people have online for each different website.

One particular form of these analytics is predictive analytics which helps marketers in figuring out what route consumers are on. This uses the information gathered from other analytics and then judges different predictions of what people will do so that companies can strategize on what will be the next action, according to the people’s trends.

Conclusion

Business and ways of doing business are growing and there is no going back to the old days and old ways of doing business. A digital revolution is already in place and upon us. Technology is and will continue to improve, advance, and evolve at a mind-numbing pace.

As more and more businesses clamor to stay relevant and competitive in the digital marketplace, the higher will be the demand for qualified and experienced digital marketing professionals. Digital marketing is really a nice career choice for anyone that wants to work on the cutting edge of this technical revolution.

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