Digital Marketing 101: Definition and Components


Introduction to Digital Marketing

Over past decades, there is an exponential increment of users introduced to the virtual internet world. People of many interests, demographic locations and different customs have been using smartphones, radios, television, tablets, laptops and other electronic devices for many years, and these electronic devices are linked with internet.

It does not matter in which era we are living; business still needs the same thing. Although, the techniques can be changed but the factors are still same, which is to finance a company, doing marketing and selling products or giving services. And, here digital marketing techniques lead over traditional marketing strategies due to less cost and rapid responses of targeted customers.

What is Digital Marketing?

Digital Marketing can be referred as the subset of Marketing, which utilizes internet, interlink able devices such as desktop, laptop, tablet, and smartphone etc., and various online digital platforms to promote products and services of different businesses.

Digital Marketing Components

#1 Search Engine Marketing

Search Engine Marketing or SEM can be defined as the process of gaining website traffic by purchasing advertisements on search engines. There are many search engine marketing platforms, in which Google AdWords, Bing AdWords and Yahoo: Search Ads are some popular search engine marketing platforms.

So, the greatest strength of SEM is that it offers advertisers the opportunity to put their ads in front of right customers on Search Engine Result Pages (SERPs), who want to buy the product or service at same instant.

#2 Social Media Marketing

Social Media Marketing (SMM) is a type of Digital Marketing can be defined as the content creation and marketing refers to the process of gaining traffic or attention through social media websites or platforms. Social Media Marketing involves content creation and posting text, images, videos, podcasts, and each type of content that influences their targeted audience or drives audience, as well as paid social media advertisements. The top most popular social media platforms are LinkedIn, Instagram, Pinterest, Facebook, Twitter, Snapchat and YouTube.

#3 Search Engine Optimization (SEO)

SEO or Search Engine Optimization can be defined as the process of getting traffic from the “free”, “organic”, “editorial” or “natural” search results on search engines (Google, Yahoo, Bing, Baidu and Yandex etc.). Where organic crowd stands for those people who came to the website or at a particular page of the website without any advertisement.

In SEO, ranking refers to your content’s position on the search engine results pages (SERPs). If your website comes at top 3 results, is excellent because it increases your organic clicks. It includes various content searched such as videos, images, blogs and new search engines.

How does google work?

Google is a fully-automated search engine which uses a software named as Web Crawler, according to Google their vast-majority results are not manually submitted for inclusion.

There are three main stages of Google search working:

  1. Crawling: Google searched the web with automated programs called as crawlers, it takes help from a software (spider). Then google stores the web-page addresses (or URLs) within a huge number to look at it later. The web crawlers find out web addresses through links from pages.
  2. Indexing: After Crawling and listing web-page addresses, Google tries to find out the content theme (what the web-page is about) through analyzing the content, images, and videos. And later on, these informative web-pages are categorized into several number of attributes or indices and stored within the Google Index (which is a large database).
  3. Serving Search Results: Eventually, when a user tries to find out something, google serves it the best result on the basis of user’s location, language, and previous searched or past data.

There are three types of SEO techniques:

  1. On-Page SEO
  2. Off-Page SEO
  3. Technical SEO

#4 Content Marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience to drive profitable customer action.

These contents can be

  • Infographics
  • Videos
  • Podcasts
  • Blogs
  • Posts
  • E-mails

Benefits of Content Marketing within enterprises are:

  • Increased Sales
  • Got loyal customers
  • Cost Saving

#5 Email Marketing

Email marketing can be referred as the subset of digital marketing which uses email to promote products and services. But, a better definition of email marketing can be delivered as the used of email to develop relationships with potential customers or/and clients.

There are 94% users of internet use email, while only 61% users use social media platforms. And, 75% of adult users prefer email marketing over others marketing methods. That’s why we must know about the marketing technique.

#6 Web Analytics

Web Analytics is the process of analysing the behaviour of visitors to a website. Web analytics enable a business to attract more visitors. Web analytics tells us about

  • How many visitors came
  • On which page they mostly came
  • How much time they spent?

It can be categorised into two

  1. On-site web analytics: Onsite web analytics’ tools measure the actual visitor traffic arriving on your website.
  2. Off-site web analytics: Offsite web analytics’ tools measure your potential website audience. They are the macro tools that allow you to see the bigger picture of how your website compares to others.

#7 Sales Funnel

The ultimate objective of digital marketing techniques is to bring potential customers and having sells for the respective businesses. To create sales funnel, you have to have knowledge a comprehensive digital marketing approach, you need to know all the verticals of digital marketing to create a profitable and successful sales funnel, an ideal sequence of funnel is when someone goes through to go from traffic to repeat customers. It is a system that adds and removes barrier for someone to become a customer to repeat customer when it is appropriate.

It can be simple or short or highly complex.

#8 Conversion Rate Optimization (CRO)

In last case, we noticed that it is an essential part of any digital business, to bring users from anywhere, and converting them into loyal customers is a tough job. And that’s why analysts need some techniques through which they can measure their conversion rate. Which helps them to find out flaws within their marketing techniques, where conversion rate can be defined as the number of times a user completed the divided goals by traffic users.

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