What is digital marketing is one big phrase that can encompass the whole of the internet and still have room for more. The definition of digital marketing can be summed up as every marketing form that uses digital ways, primarily the internet. With the internet available across every breath and corner of the world and even in a developing country like India, Digital is the way to go. The prime importance of digital marketing can be understood from the fact that every brand either has an online marketing manager in the house or they outsource this work to a digital marketing agency. Digital marketing has come a long way in a very short time primarily due to the changes by Google and its out-of-world algorithm. In this article, we try to answer all questions related to what is digital marketing.
In simple words – digital marketing is promotion through digital ways.
Any marketing effort that uses the internet and online digital techniques can be fairly called digital or online marketing. Considering that the level of human interaction has reduced drastically marketing agencies play a key role in the success of the business. The importance of digital marketing for small businesses can be understood from the fact that every one of them has a social media page and a decent-looking website. They might not be spending big but they know how crucial online business s for them.
Advantages are huge as shown below which makes it one of the must-do things for every brand. When compared to traditional marketing, online marketing offers a whole lot of advantages that you might have been missing. A good marketing strategy has a 360-degree approach and it does not leave out any digital channel. You can identify the best digital marketing agency by the kind of digital arsenal it has and how much 360-degree coverage they are capable of doing.
Compared to traditional marketing, digital marketing services in India are very cost-effective. You can spend as low as Rs 100 to reach out to a large number of users online as compared to traditional ways of marketing. Marketing channels like TV, radio and print cost a bomb as compared to simply boosting a post on social media or doing email marketing.
Seen those hoardings on roads that look empty for months at stretch?
The only reason they are empty is that they are expensive for most brands to afford. This should give you a generalization of how traditional marketing or offline marketing is very expensive. Hence, you need to understand what is digital marketing and how it is better than offline marketing.
There are lots of hidden costs involved in traditional marketing while time is the only hidden cost in marketing. You need to spend quite an amount of time on internet marketing which brings an insight into user behavior and perception.
Traditional marketing cannot be really measured properly and is often done in vague metrics. Some of the metrics are the circulation of a newspaper, TRPs of a news channel or user base of the radio channel, and so on. So these numbers are very vague as to whether the marketing effort did exactly reach the targeted audience or not.
On the other hand, online marketing is very specific and measurable. It gives you the exact number of users who saw your communication, how they responded, and what they said. A good digital marketing company will share regular reports periodically to show how many figures they were able to crack digitally.
This makes a hell of a difference between the two ways of marketing.
Once you know how your marketing strategy performed, you can choose the channels of marketing accordingly. You can even change your communication and its timing to suit the effectiveness.
Digital marketers get a chance to respond back to their users and engage them head-on. This builds a strong connection with the users. Product managers can understand the pain point of their users and align the products accordingly. Two-way communications are definitely one of the best advantages of digital marketing.
Traditional marketing is mostly one way. Users will not call you up or write down a mail or letter on seeing your hoarding, TV advertisement, or on hearing on the radio. It will be too ridiculous to do so unless the user requires your product very badly. This makes traditional marketing one way and difficult to understand the pain point of the users.
This two-way communication increases the importance of digital marketing for small business that needs to know what their customers are thinking to align their offerings.
Long-Lasting and Leaves a Footprint
Digital marketing services have a long shelf life, unlike traditional marketing. Your social media post stays as long as you want. The website stays live and visible on search engines as long as you keep it.
Unlike internet marketing, traditional marketing does not last long. Best marketing campaigns get remembered for a very long time and leave a long-lasting effect. The shelf life of the newspaper, TV advertisement, newspaper, or pamphlet should explain everything.
Internet marketing leaves a footprint that users can follow in the future and every marketing agency shows them as their portfolio too. The top digital marketing trends in 2022 anticipate agencies exploiting this footprint to their maximum benefit.
Digital Marketing Allows Selective Targeting
Online, you can target your communication selectively depending on various parameters like demography or action. Social media platforms categorize users on various parameters that allow them to be targeted easily. You can select the age category, behavior patterns, gender, region they live in, and so on.
Segmentation plays a crucial role in marketing as it allows you to focus your marketing very effectively.
On the other hand, traditional marketing is like a broadcast. If the user doesn’t miss the marketing effort, you do not know whether he was the right intended user or not. This explains what is digital marketing and how segmentation plays a crucial role in it.
Social Media Marketing Connects with Mobile Users
Data consumption through mobiles has skyrocketed as users spend a lot of time on it especially while traveling. They check social media posts, read blogs and articles, and love watching videos. All these are enough ammunition for internet marketers who can then target users even when they are mobile.
Traditional marketing on the other hand almost becomes useless when the user is mobile.
With mobile in every customer’s hand, the advantages of digital marketing have increased many times.
Creates a Level Field
Digital marketing services are for everyone and not just ones with deep pockets. If you are smart and driven you can digitally promote your brand at minimal expenditure. This has created a level field wherein startups with little to no money can compete with big brands. The voice of a creative brand cannot be suppressed digitally and will definitely stand differentiated in the crowd.
Traditional marketing on the other is one hell of a wall that needs a lot of money to climb across. Most of the channels in traditional marketing require lots and lots of money thus creating barriers for not-so-rich brands.
This level field increases the importance of digital marketing for small businesses that cannot compete with big companies owing to their limited budget. However, this has also led to the creation of a lot of digital marketing agencies everywhere and it becomes a real challenge to find the best digital marketing company in Delhi.
Role of Mobile in Digital Marketing
We spend a lot of time surfing websites or checking social media through mobiles. This brings mobile to the forefront of online marketing. As a marketer, you need to ask yourself what is digital marketing and how mobile plays a role in it.
Every marketing manager focuses on making the websites mobile responsive and leveraging the power of mobile. Apps and online games that have good users with them are leveraged for marketing.
All channels that use the internet and related technology can be considered as its channel. These channels can then be further clubbed and some of these channels of marketing are:
Affiliate Marketing - In this channel, people (Affiliate) build their own platforms or means through which they create traffic (Customer) on them. This traffic is then directed to the brand's (Merchant) website for the final purchase or viewing of the product or service. The merchant then pays the affiliate as per their understanding or pay system.
For example, you might be looking to buy a phone and somehow land up at a website that compares different phones. After checking, you might have made up your mind to buy a specific phone and click on the buy now. The website then takes you to, let's say amazon website where the final sale takes place. Once you buy the phone, the affiliate gets paid by the merchant.
This channel requires clarity and is highly subject to cheating through technical means. Finding a good honest affiliate can be pretty difficult to find and differentiate. Affiliate Marketing agencies often employ affiliate marketing to achieve the sales figure to meet their monthly targets.
Email Marketing - Emails are one of many tools you can use to target your customers. It basically requires sending emails to people with the offer or the product information in it. Users then click on the links in the email to land up on the website.
Challenges in email marketing are
Finding a good email blast service provider
IPs of email marketers get blocked by email service providers in order to provide a good user experience. If nothing, these emails land in spam where they are lost in the crowd.
Finding a good email database
Unless users have registered on our website, email data that you might buy somewhere will have lots of problems in it. People use their official email id for buying and when they leave the organization, the email is removed from the server. As the email is not valid anymore, the emails sent to such ids bounce back. Email marketing service providers generally have a quality check and once the bounce rate exceeds the boundary, these email campaigns are stopped.
Sales conversion for this channel has always been found to be static between 2- 3%.
Video Advertising - This channel of promoting digitally through video is one of the most engaging as you hold the user's attention for a pretty long time. Brands can show their product or service at length and also roll out their offer which users can avail themselves of.
Unlike any other channel of marketing, video advertising requires users not to apply a lot of their brains to absorb the message.
Factors like the use of colors, music, creativity, length of the video, positioning of the product, and choice of channels to promote the videos come in place.
Social Media Marketing
Social Media Marketing - How important is social media as a channel of online marketing that needs no introduction? Users spend a lot of their active time on social media and it forms one of the most effective channels to target customers.
The challenge here is to create highly engaging content and to stay active on the platforms. Brands will either need a full-time social media marketing agency to follow the social media platforms. Anyone handling social media marketing of a brand needs to live and breathe social media for every minute of his waking life.
When you see your follower base increase consistently due to your efforts on social media you start appreciating the advantages of digital marketing and wonder what next may be in store.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) - Google has been the go-to answer for every question. Brands aim to be the answer to the questions asked in their space for which they need to do search engine optimization (SEO). If Google does not present the brand as the answer then digital marketers can run AdWords campaigns on them. These AdWords campaigns come under search engine marketing (SEM).
Both SEO and SEM play the most crucial role in marketing and in fact occupy the top slot for almost every brand.
Budget Required for Digital Marketing Services
The budget for online marketing depends on the objectives of the marketing, brand capabilities, and the demography of users being targeted among other factors.
Our minimal package of marketing is Rs 20, 000 without including the media budget for AdWords and promotions. We do the below activities on a monthly basis in the package:
Online marketing requires 3 months plus to start showing improvements in ranking. If the keywords are very competitive, this time can go up to 6 months.
With aggressive work, this time can go down but will require a lot of effort from the marketing team. Even the best SEO Company in Delhi cannot give results in less than a month.
Role of Content Marketing
Content Marketing plays the most crucial role in marketing as it is the main driving engine behind it. Content is crucial in the form of blogs, guest blogging, social media, email marketing, and everything else.
High engaging content can do wonders and improve the engagement of users which further impacts SEO rankings. As users engage with the content, Google identifies the page to be good for users and then improves the ranking of the page. Without good engaging content, any website however good it might be will face a lot of challenges in getting ranked and will never be able to take the advantages of digital marketing.
Online Marketing Strategies for Small Business
Marketing not only takes your product and service to the users but also builds your brand. You can showcase the features of your products to the whole world in one activity.
Simply understand the questions a user can possibly ask or information that he might be looking for and provide the same in your marketing. This can be through the website, social media promotion, or even email marketing. Once the communication is done, users absorb this message; the interested users then show their interest either by filling out a form or by commenting on the social media post.
The basics of digital marketing remain the same for both B2B and B2C. At the end of the communication, you are targeting people behind the businesses who will decide whether to use your brand or not.
Just your communication will change depending on the sector you are in and the channels of marketing will remain the same. Your communication can include messages like how your business gets impacted by the product you provide. It will be more on the lines of functional advantages of the product rather than an emotional one.
Functional specifications that create differentiation of the product would be clearly highlighted to make the decision-making easier.
For example, if you are selling kitchen equipment to B2B, you would highlight how your equipment increases the speed of operations. You can even focus on how the product improves the storage or shelf life of products.
So, the functionality takes center stage and hence your communication and the channels of marketing will be aligned accordingly.
For the B2C segment for most products and services, aesthetics occupy the center stage. This is also further exploited through branding and engaging users on a mass scale. Usage of the product and the dire need for the product in the lives are played on.
For example, if you are selling kitchen equipment, you would focus on stylish and cool a user’s kitchen will look after they use your product. You might think of showing how every housewife uses your kitchen equipment to make the user believe that this must be must-have equipment.
Once purchased, the product takes over the marketing and speaks for itself to create the word-of-mouth marketing every brand needs.
The future of digital marketing has a very special and solid place for social media in it. Social media plays a very crucial role in marketing by taking brand communication to the masses. It creates a strong story going around you and even Google takes this as an indication of the relevance of the brand. Hence your SEO ranking too gets impacted through your social media efforts.
Through social media, you can take the product or service to users and engage them. The usage of videos through social media is a big hit for brands. Show your creative side or build an emotional connection with users.
Social media should always be a big part of your marketing efforts something you will see in the top digital marketing trends in 2022.
Marketing being a vast subject requires a lot of people to work on different aspects of it. Some of these roles are too specific and the tasks involved in executing them are too broad. The digital landscape has created new and specific roles in corporate and particularly in a digital marketing company. Some of the new roles that did not exist 10 -15 years earlier are:
In organizations, he is the final guy with whom the results of marketing rest. He ensures that all people below him work in harmony and towards the common goal – to promote the brand digitally. Some of the parameters on which this marketing role is judged are – ranking, traffic, sales conversion, growth in customer base, and more.
He is the one who works on the marketing strategies that the brand will be employing. Hence his knowledge and experience in marketing have to be really good. He must be willing and able to run these campaigns himself if it comes to that.
He is the one that executes campaigns and works on the tasks assigned by the marketing manager. Depending on the organizational structure, he might have a small team himself. The campaigns executed by him to drive traffic and ranking can be on Google, social media, or his own website.
The role requires one to be technically sound and have a good understanding of how websites work. They have to work with developers to get the changes required for their work.
What is digital marketing starting salary, you may ask.
The salary can start from as low as Rs 10,000 a month and increases depending on your knowledge, skill, and performance.
The prime role of the search engine optimizer is to get ranking with an eye on the traffic structure on the website. A strong understanding of how search engines work and adapting their knowledge to form your own marketing strategy is required.
His task can then be further be broken down into:
Finalize the keywords he would be targeting to get ranked on
Analyzing website SEO – on-page and off-page to understand what changes are required.
Monitor and prepare report on Google Analytics
Monitor and update the SEO efforts as per changes in the Google Analytics program.
Add and update text on the website, especially the blogs
Social Media Marketing Expert
His prime role is to combine the brand’s marketing efforts with social media management. The role requires creating engaging content for social media and then engaging users on social media. The role requires good knowledge of consumer behavior, wants, and desires. Based on this he aligns with social media strategy accordingly.
A good understanding of various social media platforms and the kind of users they have is required.
Copywriter & Content Writer
The role should not be confused with the content writer. There is a very minute and strong difference. A copywriter, for example, will write a few words that can go with the blog you will share on social media as a part of your social media marketing. The content writer will write that blog.
In other words, a copywriter brings his creativity or ingenuity to writing through those few words. He might write – “Chicken is tastier than chocolate”.
A content writer brings his knowledge to the subject matter. For example, he will write a blog – “How chicken is preferred to chocolate by teens now”
Conversion Rate Optimizer
Once a user lands on the website or the social media page, they have to be converted to sales. The main task of the role is to get those conversions. Tricks used are – A/B testing, analysis of conversion paths, the efficiency of the marketing funnel, and aligning other activities that get those leads.
It’s a very crucial role that stands between the make and breakpoint for any brand.
Search Engine Specialist/Marketer - SEM Specialist
This role is generally used in brands where the budget for marketing is pretty good or in a marketing agency that handles a good many clients. The role requires the SEM specialist to use the provided budget efficiently and generate leads or sales for the brand. Their work is generally measured by the ROI they bring to the table.
Inbound Marketing Manager
The role of the inbound marketing manager is to bring traffic to the website and convert them to leads or sales. Activities like blog posting, social media creative, publishing whitepapers, email marketing, and whatever else may bring inbound traffic are required to be executed.
Content Marketing Manager
As the name suggests, the role of the content marketing manager is focused on content. The content can be of any kind – blogs, video, email marketing, guest blogging, whitepaper, etc. Their task is to create content that can then be further used to bring traffic.
An analytics manager analyses data to bring insights into traffic, their conversions, and finally how the result of the complete marketing team came out to be. Google Analytics, IT systems, and data handling are essentially required.
Roles in marketing can be more than this depending on the organization.
We hope the article explained to you clearly what is digital marketing and what kind of roles you can expect here. Marketing becomes very interesting when you start getting the results and the ROI graph goes up. With all of its advantages, online marketing also has lots of challenges which we will cover in another article. If you are looking for the best digital marketing company in Delhi, feel free to connect with us.
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