- September 29, 2021
Digital Marketing Courses
Online marketing is also known as digital marketing through which the brands get connected with potential customers using various digital platforms like Email, Social Media, marketing through Text and Multimedia Messages, Mobile Applications, and Web-based Advertising. The objective of digital marketing is the same as traditional offline marketing. What changes is the medium? The digital platforms can also be used to make people aware of your product and services through advertisements and other ways using SEO, SEM, SMO, SMM, etc. Although digital marketing has been around in the market for a long time, it has grown the popular response in recent years and carries a tough competition. Given the current times, the use of online platforms has potentially increased a lot and hence most businesses have shifted or expanded themselves on these digital platforms. Although it is online, it still requires marketing. So to be good at digital marketing one has to be good at marketing as well.
Advantages of Digital Marketing:
There are many advantages of digital marketing, mainly being the ability to reach the targeted audience in a cost-effective way.
Following are the benefits of digital marketing:
1.Targeted Audience – The traditional method of marketing includes the advertisement of the products and services on a common platform commonly for everyone who goes through them for eg. newspapers, magazines and pamphlets, etc . hoping for them to reach out and ask for the services. On the other hand, digital marketing allows the marketing to be targeted to the ones who are more likely to buy or generate the conversations out of the running advertisements.
2.Cost-Effective – This may be considered as one of the biggest benefits of digital marketing. As marketing is one of the most important and costly parts of a business, online marketing platforms provide a cost-effective way of marketing. It is very beneficial for small businesses with smaller capital capacity.
3.ROI (Return of Investment) – Since the marketing is cheaper on digital platforms, it is obvious that the Return on Investment (ROI) is comparatively more.
4.Global Reach – Traditional marketing mostly reaches the local audience more. But when it comes to digital marketing, the reach extends to a wider platform i.e. the global platform. The whole world is currently connected with each other as a result of digitization and hence it can be used to open new doors to the market of foreign lands as well. Of course, the audience on the global platform is huge but digital marketing has the solution to that as well, the Targeted Audience tool, as mentioned in the above point.
5.Personalization – As the customer visits your websites or other platforms for your services or products, the information of it gets stored and when they visit the next time, they can get more personalized service like targeted offers. Not just that but personalized messages through emails can also be sent to the consumer.
6.Greater Engagement – The audience like interactive service providers, the digital platforms provide the same. With the assistance of social media, one can effectively communicate with their customers, which can be used in turn to grow the respective businesses and creates a scope of improvement and launching of new products.
7.Trackable Results – With the various metric tools like Google Analytics and Google Search Console allow one to track all the details regarding the behavior of the user and their page experience. Measuring how the business is going is a vital and very useful part and thus with digital campaigning, all these details can be found out.
Digital Marketing Categories:
1. Search Engine Optimization (SEO) –
SEO stands for search engine optimization meaning the process of making your website rank and visible on the Search Engine Results Pages (SERP) like Google and Yahoo when the users look for products/services relevant to your business. The higher the visibility and ranking the more are the chances for traffic and conversions for your business. The traffic that comes on the website through SEO is often termed organic search traffic.
Benefits of SEO:
- The traffic which comes through search engine optimization is organic traffic. Since it works by targeting the audience who might be interested in the business one offers, a good SEO planning strategy can deliver a good audience/customer to your websites.
- SEO is based on planning a good and competitive strategy to rank websites on the SERPs according to the algorithm of Google hence the ads that run through it are unpaid and organic. This is of course different from PPC (pay per click) advertisements.
- User experience plays an important role in the running of any website. If the intent of the user is not fulfilled, they leave the site and move to another one hence automatically google considers the website as not valuable. The SEO comes in handy in this part as well, as it optimizes.
How does SEO work?
SERPs rank the website not only according to the quality but also consider the fact that it should be able to fulfill the user intent by containing relevant information as it is the aim of the SERPs to provide the user or searcher with the best information. So to check this relevancy of a website they send their crawler who then goes through every page of the site following the rule book provided to it by the website and then checks the relevance of the content. It is very obvious that there are only a few users who go to the second or any other page of the search engines, mostly their query gets solved within the first page of the search engine page result, hence ranking one’ business on the first page itself is a very vital role and a bit difficult too. In order for the website to rank, SEO consultants are hired who in turn help rank the site through the process of using relevant keywords and creating backlinks. It is further bifurcated in two parts viz., Off-Page SEO (which usually deals with the SEO that is done off the website in order to make it rank) and On-Page SEO (which usually includes the content optimization that is done on the website for the users).
The tools of SEO assist in checking the capability and ranking the websites through various means like analyzing the keywords of the competitors in the same niche as one’s business or looking for the relevant, plagiarism-free, and proper placement of keywords in the content for the site. Some provide backlinks for the site, which again is an important part as it diverts the traffic and possible conversions onto the sites. Some of the popular tools include:-
- Google Keyword Planner
- Google Search Console
- Google Analytics
- Moz Pro
2. Content marketing –
Content here includes the creation of videos, blogs, posts, content writing. Content marketing is done with the intent to grab the attention of as many readers as possible and turn them into customers who in turn will interact with the brand and turn into possible conversions. It is a very strategic and long-term approach towards the readers and viewers. Hence when making or creating content one should keep in mind that it should be attractive and catchy enough so that people interact with it and not ignore it. One needs to win the heart of the viewer or the reader for them to trust on what is written, spoken, or shown. There are many competitors in a particular niche of a business and hence the content that is being produced to be marketed should provide unique, valid, and strong points as to why it is better and should be chosen in place of the other similar products available in the market. It is a very helpful tool of digital marketing and when used to its full potential can create a lot of traffic and conversions for a business. A precise thing to remember, it is done for gaining customers and not just the readers or viewers and in order to achieve that, add a little fun and a bit of informality to connect with the customer.
3. Content Writing –
It can also be called a part of content marketing as it means using writing skills to create content for the purpose of the marketing of a business. Although it might not directly promote a brand or service, using the storytelling skills it might induce interest or like towards a service or product. There are indeed types of content writing, meaning the various ways in which one can do content writing. It includes articles, ebooks, posts on social media, content published on websites, email advertisements, etc. It is a good opportunity for the writers with the love of writing to earn and open a new door to a career. But writing content for the purpose of marketing includes some steps like researching the given topic to be written about, what are the business goals, the user intent, and similar things. After that planning of the writing is done which calls for making the plan about when to publish and how much to publish. The next step comes from writing the content which then includes making sure there is no grammatical or spelling error in it or adding the graphics as a part of the content and making it attractive and appealing enough for the user to stop by and interact with it.
4. Social Media Marketing (SMM) –
Everyone is on social media these days and spends most of their time on the platform making social media ultimately a good place where marketing of various products and services can be done. Many of us have already managed our personal accounts, managing a business account might be a bit complicated as it just doesn’t require posing but creative posting which makes a user stop at the post and interact with it. To have an effective result, the posting on social media should be consistent and should have something new or different in them each time making it not into momentous content. The marketing done on these platforms is fruitful as it provides the analytics of how the audience behaves with the content uploaded, their gender, age, and region which further helps in making more interactive posts or dropping off personalized messages for the existing customers. The posting leads to the gain of new customers through the advertisements, recommendations, etc. The traffic can be diverted from the social media towards the website and vice versa resulting in new possible conversions.
5. Pay-per-click Advertising (PPC) –
Pay-per-click advertisements, as one can understand from the name itself, means that the publisher pays every time a user or someone clicks the link or the advertisement of their product or service. It is more of a short-term plan as it stops running the moment one stops paying for it, but it can also be called a result-oriented way of advertisement as it charges only when someone clicks on it i.e. giving the result for the payment made. They can be seen on the top and side portions of the SERPs or even before a youtube video. These ads also give the option to run the ad in a specific area as desired. The rate of these ads differs from ad to ad and the amount of competition the targeted keyword holds or carries.
6. Affiliate Marketing –
It is the way of marketing in which a third party comes into the scene and does the marketing of the company or business and brings in traffic and leads to the company and in turn, takes the commission for it. The commission works on the PPC scheme, they get paid according to the number of clocks they are getting. Affiliate marketing can definitely make one rich, given the time and effort invested in it should be enough. How exactly does it work? The content creators post their original work and attach the advertisement in a subtle way in their content, hence not compelling the company to have a large audience as the marketers will be the ones from the product or service reaches the audience.
7. Email Marketing –
Email marketing has always been a key role in the marketing and advertising of a product or service. It suggests the marketing of a product or service through writing emails in the form of a campaign or a newsletter. Even though the emergence of social media platforms, email marketing is still booming and trusted. Updating the users regarding the new offers and personalizing the email with their names have shown more clicks on the advertisement. Constant relevant emails turn the users into customers gradually, however, if it is sent in a spamming way it results in annoying the user. The postings on the social media platforms take some time to receive engagement on the other hand people are most likely to open the mails in their emails and in most cases visit it at least once. Email marketing can also be used to boost social media by adding the handles at the end of the advertisement and liking them. On a long-term basis, it is a very effective way of online/digital marketing.
Tools of Digital Marketing:
To do successful digital marketing, the marketer requires certain tools as help in order to fulfill the target. Every tool from creating to running and measuring the results of a campaign is required and comes in handy which also includes Facebook and Google Analytics. Here are the 5 most common and must-have tools in order to be a successful digital marketer:
Designing is a vital part of online marketing as it is now somewhat a necessary part of the advertisements posted on social media platforms and any other online platform in general as these visuals are a way of attracting and making the user stay and interact or engage with the ad that is being displayed. The graphics immediately add to the value of the product or service being talked about. A good and persuasive design may also lead the user into a customer as it pleases the eyes of the viewer and also builds much-needed brand awareness and possible brand loyalty. The users on the internet look for an aesthetically pleasing page or feed and often purchase from such pages. Some of the tools for the designing purposes that are used are Canva,Adobe Photoshop, PicsArt, and many more.
2. Content Marketing:
Content Marketing is not leaving the business of marketing, instead, it is harboring more and more competitive each day. The importance of content marketing is well known and in order to be a good content marketer one needs to use the content marketing tools that are available to boost the quality of the content and keep on improving it over time. Here are some of the tools that are popular and used by various content marketers: HubSpot, WordPress, Keywords Everywhere (chrome extension), Google (keyword planner).
3. Social Media:
With the increasing users and business on the social media platforms, it indeed has become one of the best and vast platforms for marketing purposes. This is the best platform for connecting with the customers and listening to their queries and troubles. With the basic feature of posting on these platforms, they also provide additional business tools for business pages which include the Facebook ads Manager which allows to track the details of the ad being run and how people are interacting with it. Other tools like Buffer help to manage the handles.
Tracking how the business is doing has been made easy with digital marketing and can also be considered as one of its most important and useful tools. The tracking tools of social media like the Facebook and Instagram insights and the Twitter Analytics give the metrics of the users who interact with a post or the page like their region, gender, and how their behavior was towards the particulars. The Google Analytics tool can be counted as a very beneficial tool as it analyses the traffic on the website and their details like the region from which the website is receiving traffic and what is the page speed and how many active users are there at a particular time.
5. Email Marketing Tools:
Email marketing is a necessary tool and to make it simpler to manage there are tools like Mailchimp which allows to automate the email campaigns and build their email lists. These help email marketers to boost their content.
Career Opportunities in Digital Marketing:
1. Digital Marketing Manager:
A 5 year plus experience will make one eligible for the post as it requires leading the whole team in the digital marketing field.
2. Search Engine Optimization (SEO) Manager :
Under this job profile, the person will be looking after the whole company’s SEO strategy and planning. The main focus being ranking the website on the SERPs.
This calls for writing, editing, publishing a blog on the website or a blog. This includes writing relevant content with which the reader interacts and keeping up with the trend to publish updated content.
4. PPC Marketing Manager:
As the PPC manager, one has to look after the running PPC ads and keep on analyzing its data and run Google Ads.
5. Social Media Manager:
Companies hunt for people who can manage the social media handles. This requires creativity and the love and understanding of social media.
6. Content Writer:
Being a content writer gives one the liberty to even work as a freelancer and get many projects. The job is to create written content on whatever topic the client or the company assigns keeping in mind that is for marketing purposes and should be catchy.
7. Inbound Marketing Manager:
As an inbound marketing manager, the main role is to keep a check on the sales bar and take care of the marketing campaigns and cater to more and more customers.
8. Graphics Designer:
Graphic designing is a very essential part of digital marketing and if one is good at designing, this might be to showcase their creativity.
9. Website Content Writer:
A website content writer specializes in writing about and on different websites, which opens a lot of work opportunities. Good writing skills, grammar knowledge, and editorial skills are the perfect combination to be in this job.
10. Analytics Manager:
As it is clear from the name itself, analytics managers look after the analytics of the company.
11. Email Marketing Manager:
The Email marketing managers take care of the email part of a company, from sending the campaigns to checking its responses and maintaining it all comes under this job profile.