What is Digital Marketing? Its Types, Strategies & Terminology

Digital Marketing

Digital Marketing is a buzz word these days. It is a technique of marketing in which we use digital technologies or any type of digital medium like the Internet, Mobile Phones, Display Boards, etc. to promote the various products and services. Most commonly, the word Digital Marketing is seen associated mainly with Internet Marketing or Online Marketing. Digital Marketing has revolutionized the ways how companies or any organization used to advertise.

Digital Marketing starts around the 1990s when the idea of using technology for advertising and promotions struck in the mind of people. Since its introduction, the use of Digital Marketing has been grown exponentially by advertisers throughout the world. The main success factor of Digital Marketing is the audience targeting. These days, almost everybody is connected to a Digital Device like Smartphones and Computers. These devices are endpoints used in Digital Marketing. Using the Internet, Digital Marketing holds the potential to target any person on the World connected to the Internet. Therefore, Digital Marketing has immense potential of influence.

Digital Marketing Channels

Digital Marketing is further channelized and the advertisers can choose one or more channels depending upon the chances of effectiveness which can give better results and conversions.

Affiliate Marketing

Affiliate MarketingAffiliate Marketing is one of the most successful channels of Digital Marketing to promote sales of different products and services. Most of the Companies that sell their products and services online prefer this way of marketing. In Affiliate Marketing, users are asked to promote the products or services of companies and whenever they’ll be able to make a successful purchase, they will be given a commission. This way, more the number of sales a person will do, more amount of commission will be credited to him. This type of marketing is also known as incentive-based marketing as you get commission amount as an incentive or gift in exchange of helping companies selling their things.

In order to get started with Affiliate Marketing, you need to join the affiliate programs individually offered by the companies. Not every affiliate program is successful and there also fake affiliate programs run by some of the not-so-good companies. Therefore, you should only go with the Affiliate programs of genuine companies and you should only promote those things which you trust yourselves.

Affiliate Marketing is a very broad field of Online Marketing and I’ve already written a detailed article, explaining everything about it for beginners. The link to the article is given below.

Display Advertising

Display AdvertisingDisplay Advertising is all about showing advertisements on any technological medium, most commonly over the Internet. While surfing the various websites on the Internet, you might have seen different types of promotional banners and ads. They are placed there by the efforts of Online Advertisers. Display advertising is also the most popular way of Digital Marketing. There are a lot of Display Advertising Platforms available. One of the most popular Display Advertising platforms is Google Adwords that lets you place your ads around the millions of websites over the Internet who have signed up for Google AdSense. Google Adwords is a platform for advertisers while Google AdSense is for publishers. Publishers are people who get incentives for showing up third party ads by some platform on their website.

Google Ads are so popular over the Internet and Display Advertising and is it is said that every one out of two ads you see has been placed by Google. Therefore, Google has a strong influence on the market for Display Advertising. There are many more platforms and advertising companies that can help you with Display Advertising promotions.

Search Engine Marketing

Search Engine MarketingSearch Engine Marketing is again a popular way out of Digital Marketing. People make use of Search Engines like Google, Yahoo and Bing to search the web and therefore it has a potential audience to target for a different kind of advertisements. Again, Google is the most popular search engine and therefore has it most influence in the Search Engine Marketing. Search Engine Marketing can further be divided into two types, Organic and Paid Search Engine Marketing.

The main motive of the search engine marketing is to target users search for queries related to your advertising products or services. For example, if an advertiser wants to target audience interested in buying electronics goods, the marketers may target people searching for the questions related to an electronics purchase.

In Paid SEM (Search Engine Marketing), advertisers join platforms offered by Search Engines in order to target the keywords for which they want to show their ads. For Google Search, the platform Google Ads (formerly Adwords) is used.

When we talk about organic SEM, it means SEO or Search Engine Optimization.

Search Engine Optimization means to optimize your websites and contents of the website such that they can gain higher search engine rankings organically without paying for them. SEO is further categorized into On-Page SEO and Off-Page SEO. On-Page SEO is concerned about the contents of the webpage itself while Off-Page SEO is all about building quality backlinks.

The main idea behind SEM is keyword targeting and before targeting the keywords, the keywords with good traffic volume and beatable competition are required to be found and analyzed. For it, there are several online tools available. Two most popular tools are listed below.

Social Media Marketing

Social Media MarketingSocial Media Platforms has the maximum numbers of users connected with them. People who not commonly surf websites and search engines use Social Media quite a lot. Sometimes people spend hours of their time on Social Media platforms. Therefore Social Media websites like Facebook, Twitter, Instagram, etc. are good platforms for advertisers as well to target the audience of their interest. Mobiles phones are devices where most of the people are active on Social Media applications. In a lot of developing countries, people are connected with the Internet because of smartphones and therefore this type of marketing with social media enables to connect with a broad audience.

Social Media Marketing (SMM) is commonly used for brand awareness. Companies make their social media pages on different platforms and try to get maximum awareness using the different advertising tools offered by Social Media Companies. Social Media Marketing is certainly the best way for local and small business to get started with the world of Online Advertising and Marketing. The engagement level of Social Media ads is also higher than other forms of Digital Marketing. A lot of companies have their success and growth stories associated with different social media campaigns.

Social Media platforms also have a lot of data about the people, what they like and what they are most likely to purchase and therefore, they use this type of data to target the right people. Different social media platforms have different forms of advertising so as to comply with their overall service and offerings. Facebook and Instagram offer ad types ranging from Brandawaeness, Lead Generation to Conversions. Youtube offers Video Advertising. Twitter allows advertisers to promote their tweets. Likewise, things are different with different social networks.

Like Search Engine Marketing, Social Media Marketing can also be done organically without spending on ads.

Blogs, Content Marketing & Social Networking Services

Blogs And Content MarketingBlogging is also related to the world of Digital Marketing. A lot of people create a blog to harness the power of digital marketing for different kind of promotions and to earn money online. A blog also works well if you are working with some other forms of Digital Marketing like Affiliate Marketing and Display Advertisements. You can put display ads on your blogs having good targeted audience and you can also use the blog for putting affiliate links and therefore promotions products under any of the affiliate program suitable with the content and audience of your blog.

Blogs and websites can also be used for Content Marketing. Website and blog owners publish content in which other people might be interested and hence build a good audience for their blog. They can further use this audience for different kind of promotions and advertisements. In the world of Internet, Content matters the most and it is certainly the best way to engage people. Nobody would come to your blog or website without reason, they only come if they will find some useful content of their interest.

Blogging is also a very vast field and there are a lot of things related to it which beginners should understand. Here below, I’ve given links to some of my useful articles related to blogs.

There are some social networking platforms built especially for the purpose of Digital Marketing. Some huge companies create some campaign-specific social networks in order to promote their products and services.

In-Application Advertising

In Application AdvertisingIn-Application ads also have a very vast audience as there are thousands of applications and millions of users of those applications around the world. In-Application advertising and marketing observed an exponential growth rate with the penetration of smartphones in the world. There are thousands of applications developed for the most popular operating systems like Android, iOS, and Windows. People spent hours of time with these applications.

More specifically, mobile gaming is trending these days and people spend a lot of time playing games on their smartphones. Understanding the potential audience, companies like Google have introduced their an advertising platform AdMob specifically to let the advertisers place ads within the Smartphone applications.

Likewise, many application developers also put ads on their level without joining any third-party advertising platforms as well. This form of advertising is good for other software and application development companies to promote their new applications and software.

Email Marketing

Email MarketingIt is one of the most popular forms of marketing is used by almost every company selling over the Internet. Email marketing begins with the collection of email addresses of the relevant users. This can be done by running different types of campaigns. You can ask the visitors of a website to subscribe to your email subscribers list. You can also make use of any of the Lead Generation platforms to build an email subscribers list.

Once you have a list, you can send promotional emails to the subscribers in order to get actions or conversions. This type of marketing is known as Email Marketing. It is highly used by bloggers to convert visitors into their regular readers. People also use attractions like offering Free Premium content if they subscribe to the email list. They are also used by the bloggers in order to get traffic to their new blog posts by sending the subscribers email updates whenever they publish a new blog post.

Due to the popularity of email marketing, a lot of third-party platforms emergers over time which can help you in better email marketing. Leadpages and MailChimp are examples of such email marketing tools. Likewise, E-Commerce websites and businesses highly use Email marketing for Retargeting purposes and to give notifications of the latest sales and discounts.

Video Advertising & Marketing

Video MarketingVideos have changed the way how people make use of the Internet in the past. The internet was primarily used to retrieve textual information upto in the last decade. But these days, the Internet has been used more to watch media and videos. Even in many developed countries, people have now moved to the Internet to watch video content over conventional ways such as Television. Therefore, video streaming and video sharing websites like YouTube and Vimeo have got a potential audience.

And in whatsoever digital platform, there is a potential audience, the power of digital marketing can be used. YouTube videos get billions of views every day. Advertisers put their ads within these videos using the platform of advertising offered by YouTube. These videos play while people watch videos. The technologies used by video platforms are so smart that they show relevant ads to the relevant audience in relevant videos.

Likewise, apart from spending on advertisements, companies also directly contact video content created to promote their products and services within their video content. This type of content-based video marketing is quite influential.

Strategies of Digital Marketing

Every Digital Marketing campaign needs a strategy to be successful. Different types of strategies are used in different campaigns. There is a good thing for the new digital marketers and that is that they can learn from the experiences and results of the other advertisers who already run successful online advertising and marketing campaigns. There could be different stages in a digital marketing campaign which primarily includes the different stages of planning.

Planning is the most important. Most of the work to take your campaign to the people is the job of the advertising platform mostly. You just have to provide it proper inputs after proper planning and afterward, you’ve to continuously monitor and then have to do various experiments with the campaign to see what works the best for you and in what way. There are several things explained below that comes under strategy and planning.

Understand the Requirement

Digital Marketing Requirements

The very first step in any Digital Marketing will be to understand the requirement and the purpose of the Campaign in detail. Only once you will understand the gravity, why to run the campaign and what’s the purpose in detail, then only you’ll be able to the next move in order to be successful. For example, let’s say you have to run the campaign for an E-Commerce website to promote the sales of their products.

In such a case, the purpose and the main motive is to increase the existing sales of the company. Digitally, this is known as conversions. You need to convert online visitors into customers for the company that buys their products by visiting the E-Commerce website. This is the detailed requirement of the Digital marketing campaign in this case.

Likewise, you have to understand the gravity and requirement of any other plan. Sometimes understanding the exact requirement can be very complex. The clients are sometimes themselves confused about what they want to get from the campaign. So, as successful digital marketing, you also need to suggest the clients what they can do and which type of campaigns they should be running to achieve what they want.

Finding the Right Platform to Target the Right Audience

Right Audience And Platforms

One, you understood the exact requirement, the next step will be to choose the right platforms to target the right audience. Let’s continue with the above example. The requirement is to increase the product sales of the eCommerce website but only the requirement type won’t help you to choose the right platform and audience. You have to analyze what type of products the company is selling. The reason being people interested in different types of products can be more or less active on specific digital platforms. For example, people working in IT companies are more active on platforms like LinkedIn, while people who are interested in makeup and beauty products are more active on platforms like YouTube and Instagram.

Let’s say the E-Commerce company sells Makeup Products. So, in that case, you need to find those platforms where people interested in buying makeup products are the most active. So, we concluded the platforms to be Instagram and YouTube. These platforms and interested audience types may complete vary, depending upon the countries and different regions. Therefore, you also need to analyze the country or regions where there can be potential customers to buy the products of that website.

Choose the Type of Campaign

Types Of CampaignsDifferent types of campaign options are offered by different platforms. For example, Facebook offers the following types of campaigns in their Advertising Platform.

  • Brand Awareness
  • Clicks to Website
  • Increase Page Likes
  • Conversions
  • Lead Generation
  • & More.

Likewise, the popular Search Engine Advertising platform, Google Ads offer Keyword Targeting for Link Clicks, Conversions, Display Advertising, and Lead Generation. So, you need to choose any one or more types depending upon the requirement. For the case of ECommerce products selling, two of the campaign types may be useful, the website link clicks and the conversions type.

Click to website type campaigns will drive more relevant traffic to your website and therefore, the chances of sales also increase. On the other hand conversions type is more effective but more costly as well. In such campaigns, you pay only when you get sales. You can also go with Search Engine Marketing with keyword targeting. You can target the keywords which are related to the ECommerce business i.e. makeup related keywords.

Another approach would be to approach some blog that shares content related to different makeup and beauty products. Such blogs have a good readership of people who actually buy makeup products frequently. You can advertise about the ECommerce website in partnership with the blog owner. Likewise, YouTubers sharing videos and reviews of different makeup products can be approached for promotion by the advertising companies as well.

Consequently, we can say multiple types of campaigns, organic and paid can be run in order to promote a specific requirement of the company or organization who want to promote their products and services. The choice of the right campaign type highly affects the success rate of the overall Digital Marketing plan.

Execution of Campaign

Digital Marketing Running CampaignsFinally, when you’ve decided the right platforms, right audience and right campaign types, you are all set to execute the plan. Execution of plan is the major work of the advertising platform mostly. But in the case you are approaching the blogs and content creators who have a relevant audience, most of the work is manual.

You also have to prepare different types of media and graphics for the campaign types that demand images and videos to be shown to the users. Therefore, the digital marketing work is often not just marketing work but a complete plan of managing everything coming in the path. While preparing media, you also need to follow the guidelines of different platforms. For example, while running ads on Facebook, you can not add too much text in the images.

Likewise, in Google Ads, you have to explain everything in very limited words and description. Therefore, you should be a good copywriter in order to be a successful digital marketer. For the example of ECommerce products promotion, you need to prepare interactive images and videos for the products. There are some special campaign type and advertising features offered by some platforms that can automatically fetch the products information from your website and can help you to reduce your efforts of managing everything.

Monitoring, Analysis & Experimenting

Monitoring, Analysis & ExperimentingExecuting the plan is not enough. Digital Marketing Campaigns needs to be continuously monitored. As most of the times, the campaigns are of paid type, therefore you need to spend the whole budget wisely to get the maximum profits. Therefore, you have to modify the campaigns which are not performing good timely.

Analysis of the results achieved with the campaign is also important so that it can help you to achieve even better results, next time. You have to experiment with the different parameters available in the marketing platform to achieve the maximum of your requirement. For example, you can play with the budget spent per day, the different regions and cities, the people with different interests, etc.

Unless, you won’t experiment you can’t reach upto the right audience, because you never really know where exactly your potential audience lies. And finding the right audience is a very difficult task. And for the case of most digital marketing campaigns, experimenting remains the major option to choose.

Terminology in Digital Marketing

There are several terms used in accordance with Digital Marketing, some of which are explained below.

Traffic

Search Engine Results

The volume of visitors is termed as Traffic. This term is highly used in the world of digital marketing. Getting Traffic to different websites and blogs is one of the major goals of any Digital Marketing campaign. A blog or website having a higher volume of visitors i.e. higher traffic is treated to be more valuable.

SERPs (Search Engine Ranking Pages)

This is also a frequently used term in Search Engine Marketing. Different websites are ranked at different positions in the Search Engine Search Results. The pages on which these results appear are known as Search Engine Ranking Pages.

Keywords

The different terms that people query in the Search Engine are known as keywords. Keywords are usually used for queries with a good volume of searches. Higher volume and low competition keywords are often used in SEO for targeting organic traffic. The task of finding such useful keywords in marketing is known as Keyword Research.

Backlinks

Backlinks are the links given to a website by some other website on the Internet. Backlinks are one of the major factors used by the different search engines to rank the different webpages at different positions in the Search Engine Rankings. I have written a detailed article on Backlinks which you can read at the following link.

Link Building

Link building is the process of building backlinks for the website or blogs in order to be benefited in different ways. Building quality backlinks for the website helps in Off-Site SEO and hence can help in driving organic traffic from the search engines by improving search engine rankings in SERPs.

Domain Authority

Domain Authority is a score developed by Moz, that tells the ability of a website to rank easily in the search engine results. It is a score on the scale of 1 to 100. Higher will be the domain authority, easier it will be for the website to rank in the search engines. Moz makes use of different factors to calculate the domain authority. This score is re-calculated by Moz every 3 to 4 weeks for all websites. Make sure that Domain Authority is not an official factor of search engines but just an estimated score calculated by Moz.

Budget

In Digital Marketing, budget is the amount of money spent for an online marketing campaign. Commonly, the budget has to be set in the advertising platforms in order to run campaigns. Further, the terms daily budget, weekly budget, and custom period budget are used. The budget has to be calculated properly in order to show clients the proper estimates and expected results.

Search Engine Optimization SEO

SEO

SEO Stands for Search Engine Optimization and as explained earlier in this article, it includes all those activities which can help you to organically increase the rankings of your website in the search engines. It has two types, On-Page, and Off-Page SEO. For a quick start with SEO, you can read the following linked post.

Off-Page SEO is all about building quality backlinks for your websites and blogs.

SMM

Search Engine Marketing includes the paid as well as organic marketing in the search engine. Organic SMM is all about SEO while paid search engine marketing is all that this term is commonly used for. Search Engines offer different platforms which you can make use to promote your ads for the different keywords in order to target the right audience. Google Ads is the platform to target different keywords for marketing in Google Search. For advertising on Bing Search Engine, Microsoft Ads platform can be sued.

PageRank

PageRank is basically an algorithm. It is used by Google Search Engine. It is basically based on different websites linking to each other. It estimates how important a website is and according to which it ranks the different websites in the search engine. But PageRank is not the only algorithm used by Google. There may be many more algorithms which Google may be used to rank the different websites in the SERPs.

Landing Page

Landing Page is the page where the visitor is expected to reach because of some advertising approach. Landing pages are designed properly so as to convert the incoming visitors into valuable customers.

As the name suggestions, the traffic for which we have paid. It is the traffic we get after running a paid advertising campaign. A lot of websites derive paid traffic to their websites to convert visitors into customers.

Organic Traffic

The traffic that comes from the search engine to the websites without paying to anybody is known as Organic Traffic. It is also the most valuable type of traffic a website can get. SEO is the only option to gain huge amount of organic traffic.

Targeted Audience

The audience which we are aiming to influence with any of the forms of Digital Marketing is known as the targeted audience. The different online marketing platforms allow you to configure and set the targeted audience on the basis of factors like their location, country of origin, areas of interest, gender, age, etc.

Influencer

An influencer is a person who keeps the ability to influence some audience. Such influencers having good audience in an online platform is known as Digital Influencer. Likewise, for people having a good following on Social Media, the term Social Influencer is used. Digital Influencers are often approached the different companies and advertisers to promote their products or services to their audience.

Bloggers

People having blogs are known as bloggers. Bloggers are also influencers as they have an audience who visits their blogs regularly to read fresh content. As earlier I said, where there is an audience, there is the potential of promotion with Digital Marketing. Blogging is the activity of running a blog. It is one of the most successful ways of earning money online.

Affiliates

Affiliates are the people who promote products of a company or organization by joining their Affiliate program. They get a commission for the promotion when they successfully make a sale of the product or service offered by the company. They usually share the Affiliate links with the potential customers and whenever somebody purchases using the unique affiliate link, they are credited the commission.

Impressions

Impressions are the views of the advertisements. If an advertisement gets 100 views, it will be called as 100 impressions. But usually, it has been seen that impressions are not exactly the advertisement views by the audience. It is the number of advertisements to reach people, irrespective of the fact the whether the person viewed or focused on the advertisement or not. A lot of times, people usually ignore the advertisements coming up on different websites. But they are counted as impressions. Some ads might be loaded in the area of the websites which is not even scrolled to by the user. But the impression is also counted in such cases. Therefore, these days most of the advertisements use javascript driven ad units that load only if the user scrolls upto the area.

Leads

Leads are some kind of information provided by the users in response to a marketing campaign. Usually, the information is the contact information of the user, which can be used to try converting them into customers. Leads are basically generated when somebody runs an advertising campaign with forms asking for information. When the users from the targeted audience fill the form, the leads are generated. Lead generation is one of the most popular advertising forms.

Statistics In Digital Marketing CPC, CPM, PPC And More

PPC (Pay Per Click)

PPC stands for Pay Per Click. This term is used in advertising campaigns, often related to Paid Traffic. But the payment is not just for traffic but it can be for any action. It can be for lead generation or for conversion as well. In the case of traffic or websites click type campaign, PPC is the amount of money you paid on average for a single click. Likewise, in terms of lead generation and conversion, PPC is the amount of money you will pay for a single lead generated and a single conversion.

PPC is usually described for the campaign type. For example, “I run a PPC campaign for 2 days”. This means I run a campaign in which I paid for per click basis that I get in total.

CPC (Cost Per Click, Cost Per Conversion)

The term PPC is similar to CPC. But as I explained, PPC is described for campaign types but CPC is used in almost all types of campaigns that run according to a budget. Otherwise, the meaning of PPC and CPC is the same. It’s just a matter of use case. But most of the times, advertisers, use any of these terms interchangeably.

CPM (Cost Per Thousand Impressions)

CPM stands for Cost Per Thousand Impressions and it is one of the most common measuring technique in the Online Advertising Campaigns. It is the cost that advertiser is paying to get 1000 impressions.

CAC (Customer Acquisition Cost)

Getting a new valuable customer is known as Customer Acquisition. Cost of Acquisition of one customer on average is known as CAC or Customer Acquisition Cost.

CLV (Customer Lifetime Value)

CLC or Customer Lifetime Value is a prediction that tells about the net profit a company can gain from the customer in the lifetime of the customer-company relationship.

CTA (Call To Action)

CTA or Call To Action is the term often used to promote or encourage users to do some action. For example, a banner placed on a website influencing the visitors to buy a product will be the example of CTA.

Clickbait

Clickbait usually refers to the content that encourages the visitor to simply click on it. This term is most commonly used in accordance with YouTube videos. People put catchy thumbnails for their YouTube videos in order to get more clicks on their videos. This is an example of Clickbait.

Bounce Rate

This term is used in accordance with the visitors who come to a website. If a visitor comes to a website and simply go back without browsing any other page of the same website, then he will be called as a bounced user as he came and bounced back. The percentage amount of such visitors is known as Bounce Rate. Different websites have different bounce rates. Websites having Bounce rates lesser than 40 percent are treated to be highly valuable and visitor engaging websites.

Black Hat Marketing

Use of unethical ways for Digital Marketing is known as Black Hat Marketing. It is not at all recommended. For example, Black Hat Marketers building a lot of fake backlinks for SEO benefits. But these days, search engines are so advanced that they can track black hat activity and can penalize the websites following such unethical promotion ways.

White Hat Marketing

Making use of only ethical ways of marketing is all that comes into White Hat Marketing. It includes doing everything in Digital Marketing following the social guidelines and running the campaigns with responsibility.

A/B Testing

Let’s say you run a Digital campaign with some settings that you formed after proper analysis of the requirement and audience. Let’s call campaign with these settings to be A. But to improvise the results, you tried the same campaign with some different settings. Now, the campaign is labeled B with different settings. This type of experimenting with the campaigns is known as A/B Testing.

For example, in the case of email marketing, people try sending mails at different timings and days of the week. This type of testing is also A/B Testing.

Churn Rate

First of all, unlike most other rates, it is an annual rate that tells about the customers who stop continuing with a service or product offered by a company. In other words, it is the percentage of lost customers. Rather than being annual, it can also be measured for a custom period of time.

Remarketing

Remarketing

Remarketing as the name suggests, is to re-target those visitors which might have been previously visited your website or application and seems to be interested in your offerings. But still, they have not been converted yet. So, targeting them to make conversions is all that comes into remarketing. Remarketing is highly valuable and helps in converting a lot of visitors into customers. Most of the digital advertising platforms offer Remarketing features.

An example of Remarketing: You visited an ECommerce website to get the idea of prices for a New Laptop. Now, you are seeing ads of the same laptop whose page you opened up before on the E-Commerce website, on all other websites you are surfing across the web. This is how you are being remarketed by the E-Commerce company using different types of campaigning and the power of Digital Marketing.

Hope you like this article with complete information about Digital Marketing for beginners. If so, do share it with others who might find it useful as well. If you’ve any questions related to Digital Marketing, feel free to ask us via the comments section below. Also, make sure you subscribe to WTMatter for the notification of such new useful articles.

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