DIGITAL MARKETING:

Digital marketing is the technique of leveraging online channels to convey information about a company’s brand, campaigns, products, or services to its potential customers. The methods and techniques used for online marketing include email, display advertising, social media, search engine marketing, search engine optimization, Google Ad Words and more. Digital marketing is also known as internet marketing, web marketing, online marketing and search engine marketing (SEM). Online advertising and internet advertising are tools involved with online marketing, but are not the same as online marketing. Widespread acceptance of the internet for business and personal use has generated

New channels for advertising and marketing engagement. There are also many advantages and challenges while dealing with online marketing, which uses primarily digital mediums to attract, engage, and convert virtual prospects to customers. Online marketing differs from traditional marketing, which includes mediums like print, television, and radio advertisements. Before online marketing channels evolved, the cost to market products or services was quite expensive, and traditionally difficult to measure. Now days, online business as well as offline business entities can participate in online marketing by creating a website and building marketing campaigns at little to no cost.

Digital Marketing Tools  :

Content Marketing Content marketing is a type of marketing which focuses on creating, publishing, and distributing content for a targeted customers on online platform. The primary idea to content marketing is that a brand must give something valuable to get in return something valuable. Be the show, instead of the commercial. Be the cover story, instead of the display advertisement. It is used to increase brand awareness, increase online sales, expand customer base, and generate leads to name a few. Steps in Content Marketing

1. Promote

2. Attract Visitors

3. Gather Information

4. More Interaction

5. Request Proposal

Social Media Marketing  :

Social media marketing, or SMM, is a type of digital marketing that involves creating and sharing content on social media networks so as to achieve the marketing goals. Social media marketing involves activities like posting text updates, images, videos, and other content that encourages target audience involvement, as well as paid display advertising on social media. Social media looks into the search of new content such as news, updates, campaigns, stories etc. Social media is useful to support SEO efforts. Companies cater a variety of stakeholders through social media marketing, including current and potential customers and employees, media personnel, suppliers, distribution channels and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, setting objectives, defining scope, governance and the establishment of a firm’s social media identity.

 Influencer Marketing :

Few years ago influencer marketing was limited only to celebrities and a few dedicated bloggers. A type of social media marketing at the basic stage, which uses endorsements and product mentions from influencers - individuals who have dedicated social following and are considered as experts in their area of expertise. Influencer marketing employs leading and expert content creators to improve brand image and awareness, increase customer traffic, and convey the brand’s message to the targeted prospects.

These content creators influence the targeted audience across different channels which allow the company to expand its reach to customers across different segments. A brand influencer generally has a following within a specific area that they engage with the audience regularly. Because of this, they have the power to dominate the customers’ purchase decisions. The major types of brand influencers include celebrity influencer, blog influencer, key opinion leader, social media influencer, to name a few. Influencer marketing is an important marketing tool because it uses techniques like word of mouth publicity and social proof.

 

Email Marketing :

Email marketing involves sending emails to prospects to convert them to customers. Email marketing helps the organization to connect with its audience to promote its brand image, increase brand awareness and increase sales. A lot of things can be achieved with emails, such as to sell products, convey information, or promote the brand image. Email marketing is the practice of communicating different types of information to a list of subscribers via email. This information can serve a basis to generate leads. It's important that recipients of the email marketing have voluntarily signed in to receive the content, and that each newsletter offers is of some worth to the leads or customers.

Marketing emails should be personalized for the reader and filled with entertaining and informing graphics. Visuals help the audience better understand what the objective of the email is. Effective email marketing campaigns should be designed for all platforms so that users can access emails, on different devices such as desktop, tablet, pallet and smartphone. Email campaigns designed for smartphones are significant because most of the traffic is generated on mobile platform.

 

 Display Advertising :

Display advertising or banner advertising is a type of advertising which communicates a commercial message visually using text or graphics. Display advertisers frequently target users with particular traits to increase the advertisements’ effect. Display advertising involves use of advertisement from text, video, audio on an online platform. Display advertisements provide a way for businesses to encase their website traffic, as advertisers pay to display the promotional campaign along with the content on the website. Display advertisements are most effective when the channel is used in a way that achieves business specific goals and the goal of native website or platform.

Display ads are now days not only limited to just banner ads, but they have now moved into search engines and social networks, making it more relevant to today are marketing needs. In order to accurately identify unique users, online advertisers employ cookies, which are programs to uniquely identify specific computers, and to decide which advertisements to display to a particular customer. Cookies are programs designed to can track users’ buying behavior, so that the advertiser can accordingly target the customer with relevant advertisements.

 
Marketing Automation :

Marketing automation is employed to replace repetitive tasks and manual steps with solutions that are automated, with respect to e-mail marketing. Marketing automation is technology to automate routine marketing steps and multifunctional processes, across multiple channels, to introduce speed and accuracy. Marketing automation helps to generate leads, increase sales, eliminate redundant tasks and measure the effects of marketing campaigns. The time and cost-saving effects of automation increase as an organization grows in size and complexity.

Marketing automation nurtures sales prospects with personalized content that is designed to convert them into customers through drip campaigns and nurture campaigns that help educate prospects about your products and, ideally, convert them into qualified leads. As automation handles repetitive tasks, management is free to focus on other strategic areas and improve the marketing efforts.

Video Marketing :

Video marketing uses videos to promote and market product or service, increase involvement on the digital and social platforms, create awareness among audience, and reach the target market with a quotient of interest through entertainment. Video marketing is an effective strategy for salespeople, during the entire customer buying journey, as it can convey information in a manner which can be easily understood. Backend analytics also help salespeople qualify and priorities cold or unresponsive lead. The options are also endless for service teams, on boarding videos, knowledge-based videos, meet the team videos, support video calls, and customer stories are just a few ways that video can create a more thorough, personalized customer support experience.

For most videos, the more simple and raw it is, the more authentic the content seems and that's what really matters to the audience.