What is Digital Marketing?
Digital Marketing can be simply defined as the use of the internet and digital media to support traditional marketing efforts. Having said this, it means that digital marketing IS NOT an alternative to traditional marketing or Offline Marketing.
So Digital Marketing = Online + Offline
Components of Offline Marketing:
- Electronic billboards
- Radio Commercials
- TV commercials
- Cold Calling
- Text Messages
You see although these are offline channels, they’re still delivered through a digital medium.
Although offline marketing still exists as one of the media to reach the audience, it is slowly dying. Why?
Imagine if you want to buy a shoe today and you don’t know what’s available in the market or what’s the best brand. What do you do?
Take a minute…
If you said that you’ll go online on Google to find out, then you’re right. This is the general buyer’s behavior as the internet is the ultimate source of modern-day research and decision-making process.
Online Marketing = Online Presence + Communication
If someone wants to be found online, they need to be online. Hence, it is important for a business to be present on the internet or have a “Digital Footprint” on the various platforms where their audience is active.
Various forms of Online presence:
- Mobile Apps
- Social Media Accounts
- Google My Business account
- Online discussion forums
- Q&A sites like Quora
- Blogging platforms like Blogger, WordPress, and Medium
Once you’re there online, you can now reach and communicate with your audience. But how?
Various forms of Online Communication
Communication with an audience in Digital Marketing can be divided into seven different modules and each of these have their own subsets which we will discuss in separate blogposts.
- Search Engine Optimization (SEO)
- Search Engine Marketing (SEM)
- Social Media Management (SMM)
- Content Development & Marketing
- Inbound Marketing
- Web Design
- Web Analytics
Each of the above modules assists in managing the company’s online presence and communication with people through various digital Strategies.
Digital Marketing Strategy
A Digital Marketing Strategy is responsible for reaching a relevant audience with the goal of improving brand recognition and trust and ultimately driving purchase. It differs for each of the communication mentioned above and here’s where a digital Marketer comes in to plan and execute each of these strategies.
What does a Digital Marketer do?
A digital marketer is responsible for managing a brand’s online presence by formulating online strategies that are in line with Offline marketing efforts.
A digital strategy varies as per the business objective. A business objective broadly falls under three categories:
- Building Brand Awareness
- Generating Leads
- Making Sales
Each of these objectives will guide the digital marketing strategy and a digital marketer will plan the activities for each strategy.
Here are some of the activities which a digital marketer is responsible for planning and executing:
- Optimizing a webpage using keywords to be found on Search engines (organic or free)
- Running ads on search engines for webpages to be found on search engines for each of the keywords (non-organic or paid)
- Creating content to be promoted online
- Promoting content on Social Media by posting on the platform and running ads for the content
- Designing webpages and testing different variations
- Running email campaigns for reaching out to the customers and leads
- Measuring the performance of their digital campaigns by analyzing the numbers
For performing these tasks, the digital marketer uses multiple digital tools to aid him/her to plan, execute and measure their digital campaigns.
To know more about the online strategies and each area of digital marketing, visit our blog section.