Introduction to Digital Marketing

We are all currently living in the digital era of transformation, where everything from consuming entertainment to news to even business and customers is going online! Gone are the days when marketers went door to door, sent out flyers, or consumers went to stores to seek the best deal for a service or product they sought. The path of growing your business from the size of a small ‘byte’ all the way to a successful ‘brilliance’ is paved with digital marketing. Compared to huge billboards, television, or radio commercials, digital marketing is rather more efficient and targeted, which will not burn a hole in your pocket.

Did you know that an average person spends over six hours a day online? So that would mean that, as of today, nearly 60% of the global population is active on the internet, therefore hinting at how digital marketing is a viable and efficient option you must try. In this article, we explore and break down digital marketing so that you can understand all the basics to get started on using digital marketing and skyrocket your business by implementing them. 

Understanding the Basics of Digital Marketing

Ever since digitalization took place, we have grown closer to our mobile phones and laptops than ever. If you notice, whenever you look for a service or product online, it won’t be too late, after which you’ll start seeing ads related to the same query you searched for as a user. This is another example where Digital marketing steps in. Digital marketing uses all the nuances and techniques (say, SEO marketing, E-mail marketing, Social Media Marketing etc.)to make sure that the ad- campaigns run are focused on the consumers who are indeed seeking the service or product. It’s like the shopkeeper himself reaching out online to the consumer, asking, ‘Hey, I got this product/service that might be useful for meeting your needs. Want to have a look?’ 

The consumer, unlike some cases of traditional marketing where persistent nagging to purchase or avail service scares them away, in digital marketing does have all the choice of wanting to pursue the choice or not. With us all, the younger generations, adapting to the latest technology and trends, it is a wise decision to know your audience, and their needs, and seek out our potential consumers with our pitch. 

For example, let’s consider a small bakery wanting to expand its customer base. Bringing in our hero of the day – digital marketing—they can create social media profiles showcasing their delicious treats and run targeted ads for all those who crave eating cakes, pastries, etc. in their local area. The bakery could even offer online ordering through its website, making it more convenient for customers to seek out the needs of their taste buds. Simply put, – understanding how, when, and where to use the power of digital platforms like social media, search engines, websites, and emails to widen your reach to your audience, engage with them, and convert the potential ones into customers or clients.

The 5Ws and 1H of Digital Marketing

Let us take a deeper look to understand, step by step, digital marketing.

Who is it for?: Digital marketing is for anyone and everyone who aims to grow and promote their products or services. Whether you’re starting out as an entrepreneur, beginning your journey as an artist, or starting a new startup organisation, you can benefit from digital marketing. 

What is it?: Digital marketing is making use of the best digital channels for growing your business through various strategies. This includes content creation, search engine optimisation (SEO), pay-per-click (PPC) advertising, email marketing, and more.

When should you practice?:  ‘As long as you’re breathing, it’s never too late to start something new’, and with the same motto, set yourself out into the age of digital marketing. You should know that digital marketing is an ongoing process that requires consistency in building and maintaining your digital presence. Let’s take an example of a fashion brand. If the brand is consistent in posting trendy content on social media, sooner or later the audience is set to share such content or be more engaged with it.

Where to Start?: A good way to begin would be to focus on the most commonly used online platforms for digital marketing. For example – social media such as Facebook, Instagram, and Twitter to seek out, inform, and engage with audiences; websites to establish authenticity and credibility; search engines such as Google and Bing to understand ranking and content dynamics; and E-mail marketing to reach out with the latest offers or personalised messages to our customers.

Why Digital Marketing and Why Now?: As discussed earlier, we’ve come a long way since the traditional forms of marketing involve huge billboards, TV ads, newspaper ads, etc. There has been a significant shift in consumer availability, with most, if not all, of them going digital. This calls for the need for digital marketing, where the purpose of marketing campaigns is to reach out to a wider audience (with most young generations digitally inclined), create brand awareness, and build healthy relationships with our customers.  For example, a tech startup could use digital marketing to raise awareness about its latest innovative product by pitching its origin story, its use cases, how to buy it, and more.

How to Grow Business Digitally?: You can grow your business by learning to use various Digital Marketing tactics. Say, for example, – Using SEO to help you improve your brand’s website visibility in search engines (like Google and Bing). Or running social media ad campaigns targeting specific audiences. These tactics, amongst others, can visibly boost the reach of your brand and help you grow from ‘byte’ to ‘brilliance’.

Why SEO Matters

Search Engine Optimisation also known as SEO, plays a rather unique role in digital marketing. In simple terms, by optimising your content so that it is easier for search engines such as Google to read it and rank it according to what’s best for the readers. If your content is easier to read and navigate, it is recognised by the search engines and thereafter appears higher in search results. This gains more visibility to customers, leading to increased organic (non-paid) traffic, and hence sales!

Beginner’s Guide to SEO

Understanding SEO terms like keywords, meta descriptions, and backlinks is essential. Keywords are phrases users search for, while meta descriptions summarise web content. Backlinks are links from other websites to yours, indicating credibility to search engines.

Implications of SEO

Effective use of SEO increases website visibility, enhances brand credibility, and drives organic traffic. For instance, a blog optimised with relevant keywords can attract more readers interested in the topic.

Navigating Digital Growth

Digital marketing isn’t a one-size-fits-all strategy. It involves tailoring your approach, be it – different audiences, platforms, or objectives. For example, a sports equipment brand that uses influencer collaborations on social media to reach a younger audience interested in fitness would gain a lot of attention.

Understanding these parameters, like click-through rates, conversion rates, and engagement metrics, helps you understand the effectiveness of your digital marketing strategies. For instance, a blog post with high engagement shows that it is relatable to the audience.