Digital marketing is an integral part of advertising which uses digital technology and online technologies including mobile phones, desktop computers and various other electronic media and communication platforms to advertise goods and services. Today, online digital marketing is a significant part of business advertising and strategy which has emerged as one of the most significant sources of traffic for search engines. Apart from increasing brand awareness, digital marketing also helps in generating more sales leads and also helps businesses to convert website visitors into prospective customers. The process of online digital marketing consists of various processes such as:
Pay per click (PPC) are ads displayed on search engines, which are usually paid for by advertisers. It requires a fair level of keyword research to help your website rank for those targeted keywords. The common techniques used for pay per click include bidding, cost per click and impression. Affiliates work with online digital marketing companies to post PPC ads on their own websites and create links back to your own website. These affiliates work closely with search engine optimization companies to monitor search results, and make changes in ads if necessary or suitable to improve the user experience or increase return of investment (ROI).
Social media marketing helps in creating online visibility and branding through various social platforms such as Twitter, Facebook, blogs, etc. The social media marketing platforms work by letting users tweet or share anything they choose to use various popular and influential platforms. Social media marketing uses various techniques such as SEO, link building, blogging, video promotion and social bookmarking to increase website traffic and visibility on the web.
Offline digital marketing deals with magazines and newspapers which are distributed to homes and offices. Offline digital marketing helps in increasing brand awareness among the end users and providing information to them through various channels such as direct mail, brochures, pamphlets, magazines, etc. It reaches to people who don’t have access to the internet. Offline strategies are generally focused towards improving customer experience by enhancing brand awareness, increase retention of the customer base after purchase and helping in product recall.
Online digital marketing works by creating a strong online presence on various popular and effective internet platforms such as Facebook, Twitter, YouTube, MySpace, etc., through interactive portals, email marketing, etc. Digital media marketing also involves advertising via various electronic devices such as televisions, computers, hand held devices, etc. Digital marketing also targets mobile marketing and distribution of digital advertisements through various electronic channels such as SMS, MMS, i-mail, etc. Many companies are now concentrating their resources on online advertising through various platforms and exploring new ways to increase brand and consumer awareness. This type of advertising helps in increasing the reach of the message to a larger audience at a lower cost.
As compared to traditional forms of advertising, online digital marketing has changed dramatically. It is cheaper, targeted and more convenient for end users. In the past, television advertising used to be the most preferred method of marketing, but it was expensive, time consuming and required high set top box rates to get any sort of audience. Nowadays, people spend less time watching TV and spend more time using electronic devices such as mobile phones and tablet computers which make advertising campaigns easier and more affordable.