Building Blocks of Digital Marketing

With a constant growth of the web, and more people getting connected every day, digital marketing has become a necessity for many organizations. This also includes small businesses that want to trade online and make a name for them on the web. So now let us understand what digital marketing really is and what are its components.

What is Digital Marketing?

Digital Marketing is a technique to promote and sell our product and services through Digital Medium. It is the process of building and maintaining customer relationships through online activities to generate sales and/or capture customers that are searching on the Internet for answers. It targets a specific segment of the customer base and is interactive. Online Marketing is different from Digital Marketing. Online marketing deals that advertising is only on the Internet whereas; Digital marketing can take place over the telephone, on a subway platform in a video game via smartphone. It is the promotion of a service, a product or a brand through an online media. Marketing is creating and satisfies the demand while Digital marketing is creating the demand through the Internet medium and satisfies this demand in an innovative and new way. Digital Marketing gave the concept that printing media is not enough anymore let’s switch to Internet media.

There are 5 objectives of digital marketing strategies and campaigns:-

• Reach the right audience.
• Engage with your audience.
• Motivate your audience to take action.
• Ensure efficient spending on your campaign.
• Maximize return on investment (ROI).

Read: Social Media Acronyms & Hashtags

Building Blocks of Digital Marketing

There are some Key building blocks of Digital Marketing.

• Search Engine Optimization (SEO).
• Search Engine Marketing (SEM).
• Social Media Marketing (SMM).
• Display Marketing.
• E-Mail Marketing.

Search Engine Optimization

Search engine optimization (SEO) is the process of getting traffic from the “free”, “organic”, or “natural” listings of the search engine.

Most of the search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked on the basis of the organic traffic who will surf on the search engines and also paid traffic. Payment is not involved, as it is with paid search ads.

How to Optimize Search Engine Optimization?

Internal

• On-page optimization: – It is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines.
• Meta title description: – It is a tag in HTML is the 160 character snippet used to summarize a web page’s content.
• Optimized URLs: – It is important in SEO to create and clear, simple and descriptive URLs. There should be clear and simple URLs. It rarely causes problems and might bring benefits.
• Content: – It focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience.
• Optimized Images: – Images always available on bytes form and not too many images shown in the web pages.
• Keyword: – It is one of the most important, valuable and high return activities in the search marketing field.
• Inbound links: – It is a hyperlink back to your site from another website.
• Sitemap: – It is a model of website content designed to help both users and search engines navigate the site.
• txt:- It is a standard used by websites to communicate with the web crawler and other web robots.
• 404 custom pages: – In web pages, 404 is the error number returned when a visitor attempts to access a page that doesn’t exist on your site.
• Page speed: – It is a measurement of how fast the content on your page loads.

Read: How to take leverage of Hashtag Marketing

External

• Bookmarking: – It is a potential mechanism of transmission of gene expression programs through cell division. It is a process where people organize, search and manage “bookmarks” of web pages.
• Blog comment: – It is an essential procedure for interaction between blogs, bloggers and blog readers.
• Guest blogging: – It is a method used by the owners of blogs to increase traffic to their sites.
• Directory Submission: – It is one important part of off page optimization steps. It is to create the one-way link to a website. It helps to obtain the position of the best search engine.
• Backlinks: – These links are incoming links to a web page, where web page links to any other page.

Search Engine Marketing  

Search Engine Marketing is a paid media advertisers bid for specific search keywords that when typed in, their ads are shown. It is a form of internet advertising utilizing search engine results to promote brand and websites.

It includes:-

Keyword Research: –  It is a tool that involves identifying popular keywords and phrases people enter into search engines and make an attempt to figure out what to rank for.

Google Ads: – In Google Ads it include three types of Ads which is Search Ads (It is a paid search advertising method of placing online advertisement on web pages that show results from search engine queries), Display Ads (It is a type of advertising on websites or apps or social media through banner and other ad formats made of text images, flash, videos and audio).

Tracking: – Analyze your performances before and after you set your ads.

Social Media Marketing  

Social Media Marketing is a technique of gaining attention through social media sites.     It is almost universally used by customers and brands. It is the most effective channel to communicate with the audience. It offers the vast opportunity to the marketers to connect with the customer lifecycle on the platform they actually tune into for information. It includes activities like post texting and image updates, videos and other content that drive audience engagement, as well as paid social media advertising. It helps in increasing website trafficking, raising brand awareness, creating brand identity and positive brand association, improving communication and interaction with a key audience. Social Media is a perfect channel for sharing your best sites and blog content with readers.

It includes “Build, Engage, Analyze”

Build: – It builds your presence on the right social media regarding your marketing goals.
Engage: – It engages with your clients and prospects through great content.
Analyze: – It analyzes your ROI with determined KPIs.

Read: Advertising on Digital Media

re some social media platforms that include build, engage and analyze are the following:

• Facebook: – It is a place where people go to relax and chats with friends. We can use Facebook ad strategy which can have a big impact on your organic Facebook presence.
• Pinterest: – It is an image centered platform. It is ideal for retail but anyone can benefit from using Pinterest for Social media purpose or sale driving Ads.
• Twitter: – Twitter is the social media marketing tool that lets you broadcast your updates across the web.

E-Mail Marketing

E-mail marketing is a form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising message to an audience.

The term usually refers to sending E-mail with the purpose of enhancing the relationship of a merchant with its current or previous customer to encourage customer loyalty and repeated business.

Sending E-mail with the purpose of acquiring new customers.

Article Written By Paras Bandil | Rishabh Mishra | Sarthak Mittal (PGDM BATCH 2018-20)