Marketing is no longer about the stuff that you make, but about the stories you tell.” –Seth Godin, Bestselling Author and Blogger
Digital marketing is a very popular term. Most marketers have a lot of interest in digital marketing. There are many reasons behind this interest. One of the reasons is that digital marketing plays a vital role in creating new customers. Digital marketing helps in many ways to survive in the market by competing with competitors. Another advantage of digital marketing is that it allows us to promote our product at a lower cost.
What is Digital Marketing?
Marketing is the process of selling products or services through market research, including advertising. And digital marketing is the use of digital media and digital technology to manage the sale of products or services through online / internet.
According to Kotler and Armstrong – Digital marketing is a form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, websites, online forums and newsgroups, interactive television, mobile communications etcetera.
How to Start Digital Marketing?
Online marketing and offline marketing are the two main mediums of digital marketing.
10 best ways of online marketing
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Content marketing
- Social Media Marketing (SMM)
- Pay-per-click advertising (PPC)
- Affiliate marketing
- Email marketing
- Inbound marketing
- Viral marketing
- Digital display advertising
Search Engine Optimization (SEO)
SEO is the process by which the pages of your website are ranked first in search engines including Google, Yahoo, Bing. Search engines do this ranking based on specific keyword searches.
In other words, search engine optimization or SEO is a technical strategy to bring your website to the first page of search engines through search engine optimization.
But At present, Most of the online markets are doing seo targeting Google search engine, because Google has some amazing algorithms and most people nowadays use Google to find something.
Do you know that SEO is more effective than PPC?
According to a survey conducted by Databox, 70% of respondents said SEO is better than PPC to increase sales.
A survey of 34,000 marketers worldwide found that 64% of marketers are actively investing time in SEO.
Search Engine Marketing (SEM)
An online marketer must have a clear knowledge of search engine marketing (SEM). For this you need to have a good idea about some search engine marketing factors. By doing this you will get complete search engine marketing benefits.
Only search engines are the most powerful means of online presence and improvement of any brand. If you can figure out some techniques, you can easily bring your site to the first page of search engines. And if you can bring your website to the first page of search engines, then your visitors will increase a lot and the sales volume of your product will also increase.
One study found that 65% of all e-commerce sessions come from search traffic.(Statista, 2019 )
On the other hand, a survey conducted by Think with Google in 2019 found that 51% of people search Google before shopping and then plan to shop.
The Content Marketing Institute defines content marketing as:
… a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
In my own words, creating customers through providing useful information to the target market arena.
If readers like your information, they will have confidence in you. As a result, if you want to promote a product or service, customers will sincerely accept it.
One survey conducted by Hubspost found that 70% of marketers are actively investing their time in content marketing.
According to a 2019 SEMrush report, 78% of companies have a team of 1 to 3 content specialists.
Social Media Marketing (SMM)
Social media marketing is a marketing method where various online social media such as “Facebook”, “Twitter” or “Instagram” etc. are used to promote a brand, product or service.
Nowadays people of all ages use social media. This number is increasing day by day. According to Statista, the number of social media users was 3.6 billion in 2020, which will increase to 4.41 billion in 2025.
So in the days to come, social media will be one of the most effective means of marketing. That’s why companies also pay great importance to social media. 94% of marketers use social media to promote their content (SEMrush, 2019). Over 1.6 billion people around the world are connected to a small business on Facebook. (Facebook 2018).
Social marketing is very important for the United States. Reasons –
- Two-thirds of adults use Facebook. (Pew Research Center, 2018)
- 51% of 13-17 year old use Facebook. (Pew Research Center, 2018)
- 43% of citizens get news from Facebook. (Pew Research Center, 2018)
- 160 million people use LinkedIn. (Statista, 2020).
- 25% of teens use Instagram. The number of Instagram users will reach 120.3 million by 2023. (Statista, 2020)
- 90 million Pinterest users. (Statista, 2020)
- There are 46 million monthly active Snapchat users. (Statista, 2020)
Pay-Per-Click Advertising (PPC)
PPC is a model of online marketing where advertisers pay only when someone click on the paid ad.
In this marketing model, companies spend money to bring customers to their websites and promote their products or services. Search engine is the most popular medium for ppc. Search engines publish advertisers’ ads on their ad platforms for a fee.
Advertisers have to pay search engines whenever the search engines send a customer to the their website.
According to HubSpot via Ahrefs and WordStream, 2020
- The average cost-per-click (CPC) in the legal industry is $6.46
- The average cost-per-click (CPC) in the medical industry is $2.62
- The average cost-per-click (CPC) in the marketing industry is $3.33
- The average cost-per-click (CPC) in the software industry is $3.80
- The average cost-per-click (CPC) in the real estate industry is $2.37
- The average cost-per-click (CPC) in the home improvement industry is $6.40
Reasons Why You Choose PPC Ads
- Google Ads reach more than 2 million websites and apps. (Google).
- 160 billion searches are done on Google every month. (Statista)
- According to Google, businesses earn an average $2 for every $1 epent on Google Adward.
- Among the users who click on the ad
- 75% purchase products (Wordstream).
- A survey conducted by Search Engine Land found that 31% of respondents said they clicked on a text ad, 31% clicked on a shopping ad, and 18% clicked on a video ad.
Different organizations use different methods to increase sales of their products or services. Affiliate marketing is one of them.
In this marketing method, corporations pay some commissions to promote their products or services.
Suppose you have a website, now if you can sell a corporation’s product or service to a customer through your website then you get a certain amount of commission from them. Through this way both the corporation and the promoter get benefit.
61% of U.S. advertisers and 61% of publishers are involved in affiliate marketing.
Between 2015 and 2020, the query about affiliate marketing on Google search increased by 200%. (Google Trends data)
So it can be said that, affiliate marketing is gaining popularity day by day.
Email marketing is an online marketing method where you can promote your product, service or website content through email.
Currently, many small and large corporations in different countries of the world are increasing the number of their customers through this method.
Here are some things to do for email marketing – gather email addresses for people of different ages or categories, research the product you want to market, research other companies’ same products and their marketing strategies, and then make a offer and deliver it to the customer by mail describing the quality of your product.
Marketers regularly email their customers. 35% of marketers send 3 to 5 emails a week to their customers. 80% of marketers have increased their involvement in email marketing. (HubSpot, 2020)
Email marketing is also a very effective tool for small businesses. A survey found that small businesses have identified email marketing as the second most effective way to build their brand awareness. (Campaign Monitor, 2019)
Inbound marketing is about attracting customers by creating valuable content.
Through this, the products or services of the corporation are presented to the customers in such a way that the customers can get a complete idea about the products or services and are encouraged to purchase the products.
And sellers also provide after-sales customer support in a way that keeps customers satisfied and builds long-term relationships.
It may sound a little different, but it is now a very effective method for marketing. Basically it is done using social media.
If a video or article can go viral through social media, then the message of that organization quickly reaches people.
Various reputable corporations are now spending money behind this viral marketing. They are creating amazing contents to make these viral on social media and promote their products & services. Virality also largely depends on captions, postings time, preview images, and so on.
Digital Display Advertising
Digital display ads are relatively expensive. Displaying advertisements in the form of banners, slide shows, pictures or videos on websites or various social media is called digital display marketing.
In 2018, US advertisers spent about $50 million on digital display advertising. (HubSpot, 2020)
Although these ads cost more, these help to attract more customers. Many people are currently doing digital marketing through LED Display. Digital marketing may be the best way to attract buyers in this modern age.
Google says the Google Display Network reaches 90% of Internet users worldwide. So Google Display Advertising is profitable for any business.
Offline marketing is marketing using traditional media.
Some Offline marketing
- Radio marketing
- Television marketing
- Mobile marketing
Radio marketing is an effective strategy for any business because many people still listen to the radio. If you advertise on the radio during the program, it will easily reach many people. Let’s take a look at some statistics to understand the importance of radio marketing –
Radio reaches over 95% of virtually every segment of the population. (ITU Document)
90% of adult US citizens listen to the radio every week. (Statista)
In the US, 68% of households have at least one radio. (Wikipedia)
Radio marketing can be of different types
- Sponsorship Ad of a Radio Segment or Show
- Jingle Ad
- Testimonial type of ads
- Endorsements by the Host
- Personified Commercial
There are very few marketers who do not do television marketing. But there is the matter of affordability. Marketers who can’t afford to spend too much can’t do TV Marketing. Because TV Marketing is relatively expensive. Although expensive, it is very effective.
There are opportunities to display advertisements at breaks of various events. However, the benefit is more if the viewers of the programs that are popular. The advertisement has reached more people.
Why do TV Marketing?
In the USA,there are 120.7 million household have televisions (Statista 2020)
In the USA, 90% of adults watch TV every week. (Statista 2020)
Television is still the largest medium of entertainment and news in the world.
One thing we need to keep in mind is that television has become a daily companion of people. People cannot live without television. And that’s why most marketers still spend more money on television advertising.
According to Data Reportal 2019, there are 5.11 billion unique mobile users in the world, of them 2.71 billion are smartphone users.
Then you can understand how much profitable mobile marketing is. Observing so many users, marketers are also spending huge amount on mobile advertising.
Mobile advertising will exceed $280 billion by 2022. (Statista, 2019)
In 2019, $190 billion was spent on mobile advertising worldwide. (Statista, 2019)
The largest market in the world for mobile advertising spending is the USA. (Statista, 2019)
An adult in the United States spends an average of 215 minutes a day on a mobile device. (Statista, 2018)
Half of the total website traffic comes from mobile devices. (Statista, 2020)
The subject of digital marketing is really widespread. This is not a static issue.
As technology changes, so will the nature of digital marketing. The job of marketers is to improve the strategy from time to time to keep pace with changing circumstances.
In the above discussion we learned about the two main pillars of digital marketing (online marketing and offline marketing) that the marketer needs to choose the appropriate marketing strategy according to their needs.