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What is Digital Marketing?
2 Comments / Digital Marketing

Digital Marketing! Another buzzword which you must have come across in the current high-tech internet-connected
era.
The global spend on digital marketing is reported to have crossed the $100 Billion mark in 2018. In the US and UK,
the industry is growing at a whopping 44%.

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One of the most signi cant events that has a ected ‘marketing’ over the last three decades is the mass adoption of
the internet into everyday life.
Today 40% of the world’s population has access to the internet. It was less than 1% in 1995.
Currently, there are an estimated 4.1 Billion internet users in the world.
With 26% of U.S. adults staying ‘almost constantly’ online and an overall 77% of Americans going online daily, the
way people shop has changed the way companies market their products and services.
Every company in today’s time needs to market its products, services or brands ‘online’ if they must survive.
This is digital marketing at a fundamental level!
In case you are looking for a more formal de nition here it is:
Digital Marketing, also known as ‘online marketing,’ is basically promoting products or brands via one or more forms
of electronic media. It’s a way to connect with and in uence your potential customers ‘online’.
Digital marketing, using multiple channels and methods, enables organizations to analyze marketing campaigns and
understand what is working for them and what’s not in real-time.
In this blog let’s explore three key W’s of Digital Marketing!
Why is Digital Marketing essential for your business?
As per Salesforce, 75% of the total marketing budget is expected to go to Digital Marketing!

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Let’s look at some interesting facts to understand why digital marketing is currently an essential investment that
businesses must make:
72% of marketers believe that the traditional way of marketing is no longer enough and digital marketing will
increase their company sales & revenue by 30%.
83% of businesses think their e orts through digital marketing channels are useful in helping them accomplish
their goal.
According to a survey of more than 500 digital marketers, most businesses rely on a variety of digital
marketing channels to drive sales and revenue.
There will be more than 2 billion online shoppers around the world by 2020, so it’s essential for businesses to
have an online presence.
Digital marketing is an easy way for companies to tell their brand’s story and bring them to life on a digital platform.
A rm can engage with its audience e ectively with the ability to narrate their brand story on digital media channels
such as social media platforms, a website, or through email.
What bene ts does Digital Marketing bring in?
People often think that the main advantage of digital marketing is that a target audience can be reached coste ectively.
But is it enough?
Not really, until one can measure the marketing e orts real-time.
With the traditional o

ine marketing, it is not easy to measure how many people reach the speci c page of a

newspaper where your ad is published.
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Further, it is way complicated to know how many readers paid attention to your ad and if that ad was responsible for
any sales conversions.
But with digital marketing, one can see accurate results in real-time and can also measure the ROI of any of your
marketing e orts.
There are many tools available such as Google Analytics which can tell the exact number of people who have viewed
your website, how many pages they visited and which location are they from, in real time.
One can even identify patterns and trends in a user’s behavior before he/she reaches the nal stage of buying.
It means a business owner can make more informed decisions about how to attract them to his/her website right at
the top of the marketing funnel.
Further, right tools and an e ective strategy for digital marketing allows one to track all sales back to a buyer’s rst
interaction with his/her business.
Which Digital Marketing channels are most commonly used?
The approach to Digital marketing largely depends upon the type of audience interactions.
Further, businesses usually invest in a combination of Digital Marketing channels.
Let’s brie y touch base the most popular digital marketing channels:
Search Engine Optimization (SEO)
Search engines are responsible for driving 93% of all website tra
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c.

SEO is a technique of optimizing your website to “rank” higher in search engine results pages.
It is the most e ective method to generate organic (free) tra

c to your landing page.

Examples of SEO Tools: Google Keyword Planner, SEM Rush, Long Tail Pro
Pay-Per-Click (PPC)
PPC is another technique to drive tra

c to a website.

The advertiser needs to pay a publisher every time his/her ad is clicked.
While SEO takes 3-6 months to generate results, PPC leverages the paid ad campaigns to drive inorganic tra

c to

your website.
Examples of PPC Tools: Google AdWords, SpyFu, Ahrefs, SEM Rush
Social Media Marketing (SMM)
SMM is one of the highest used (81%) digital marketing channel.
Social media marketing enhances a rm’s brand awareness by promoting its brand and content on social media
platforms.
It also drives tra

c and generates leads for a business. The channels you can use in SMM are Facebook, Twitter,

LinkedIn, Instagram, Snapchat, Pinterest, and Google+.
Examples of SMM Tools: Bu er, Sprout Special, HootSuite
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Content Marketing (CM)
Great content is the fuel that drives a business’s digital marketing function.
Content Marketing is basically the creation and promotion of content to generate brand awareness, drive tra

c, lead

generation, and convert leads into sales.
Examples of CM Tools: BuzzSumo, Kred
Email Marketing
Email has been around for more than two decades, and it’s not going anywhere anytime soon.
It’s still the most direct and quickest way to reach customers with critical information. People are very attached to
their emails!
Examples of emails you might send in an email marketing campaign include:
Newsletters for a blog subscription.
Follow-up emails to visitors who took any kind of action on a website.
Welcome emails for new customers.
A

liate Marketing

This is a kind of performance-based marketing which allows one to promote someone else’s products or services on
his/her website and receive a commission.
Examples of A

liate marketing channels:

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Via your social media accounts, posting a

liate links.

Via the YouTube Partner Program, hosting video ads.
Many companies are o ering digital marketing courses for learning these tools e

ciently.

Conclusion
To sum up, digital marketing is about accomplishing marketing objectives through digital channels and technology.
Further, joining the dots between sales and marketing is essential.
As per a market study, companies can achieve a 20% annual growth rate, if their sales and marketing functions are
aligned, compared to a 4% decline in revenue for companies with poor alignment.
If a business can improve its customer’s journey throughout the purchasing cycle by using digital marketing, then it’s
likely to re ect positively on the bottom line.

If you are looking to grow your brand or business through digital marketing, drop us an email or leave your contact
details and we will get back to you as soon as possible.

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