SYLLABUS
Introduction to Digital Marketing: Overview of digital marketing, Evolution of digital marketing, Importance and benefits of digital marketing, Digital marketing channels and platforms.
Digital Marketing Strategy and Planning:
Developing a digital marketing strategy, Setting goals and objectives,
Budgeting and resource allocation Campaign
planning and execution,
Monitoring and adjusting
digital marketing campaigns
Introduction to Digital Marketing:
Overview of digital marketing,
Digital marketing is the use of digital technologies and platforms
to promote products and services, as well as to connect with potential
customers. It is an incredibly versatile and powerful tool that can be used in
various ways to reach people worldwide. Digital marketing utilizes multiple
digital technologies to deliver promotional messages, such as mobile phones,
computers, and other digital media and platforms. It can be used for B2B
(Business to Business) and B2C (Business to Consumer) marketing, depending on
the goal and objectives of the campaign. Digital marketing offers unique
advantages such as greater reach, improved targeting, personalized messaging,
and better ROI (Return on Investment). It also allows businesses to stay
up-to-date with marketing trends and technologies. With the right strategies
and tactics, companies can leverage (support) digital marketing to increase
their visibility and reach a larger audience.
What is Digital Marketing?
Digital marketing is the act of promoting products and services
through digital channels, such as social media, SEO, email, and mobile. It is a
form of marketing that helps businesses to reach their target audiences, build
relationships, and boost sales through digital channels. Digital marketing
utilizes a combination of tools such as analytics, social media, content
marketing, search engine optimization (SEO), search engine marketing (SEM),
email marketing, mobile marketing, and more to create an effective digital
presence.
Digital marketing is a powerful way for businesses to reach their target customers and engage with them in meaningful ways. It enables businesses to create personalised messages for their customers, increasing the likelihood of message recall and purchase intent. Additionally, businesses can leverage (grouth, support) digital channels to track customer behavior and identify areas of opportunity. By using digital analytics and other data-driven techniques, marketers can better understand their customers’ needs and preferences and tailor their offerings accordingly. Digital marketing also gives businesses access to a larger audience than traditional marketing channels due to its ability to reach people across the globe.
From creating engaging content to delivering targeted ads with
precision, digital marketing is an essential tool for driving business growth
and success. It offers businesses the opportunity to reach a large audience in
efficient ways while providing customers with personalized messages that build
long-lasting relationships.
Evolution of Digital
Marketing
1 Search Engines
Archie, (Archie is a
tool for indexing FTP archives, allowing users to more easily identify specific
files. It is considered the first Internet search engine.) the first
search engine, debuted(perform in public for the first time.) in the early
1990s. SEO, or Search Engine Optimization, quickly followed. The first
clickable web-ad banners were introduced in 1994. The first identifiable social
media site was launched in 1997, with 3.5 million users. In the 1990s, a slew (larger
number) of websites still in use was found, including Google and Yahoo's web
search, both of which debuted in 1998.
The World Wide Web was launched in 1991, but it didn’t make much
of an impact until the first really popular browser, Netscape, made its way
into the market in 1994. More people began to use the web, and as this
happened, search engines such as Google also made appearances between the
1990s and early 2000s.
Search engines work by crawling (Crawling is the process of finding new or updated pages to add to Google)
web pages and storing them for
later retrieval based on keywords used in search terms. This has brought rise
to what is known as Search Engine Marketing (SEM), the practice of promoting
websites and blogs by increasing their visibility through strategies such as
Search Engine Optimization (SEO) and paid advertising.
2 The Millennial
Generation
A massive economic bubble (An economic bubble occurs any time that the price of a goods rises far above the item's real value. Bubbles are typically attributed to a change in investor behavior) grew in the new millennium. However, the bubble's peak and burst between 2000 and 2002 harmed many businesses. Many new sites were launched in the 2000s as the economy recovered from the boom, including the beginnings of LinkedIn in 2002, Myspace and WordPress in 2003, and Facebook in 2004. In the early 2000s, mobile text messaging marketing became increasingly popular.
3 Mobile-First
Marketing
Google’s Accelerated Mobile Pages (AMP- AMP is a web component framework that you can use to easily create user-first websites, stories, emails, and ads)
) project has made it
necessary to ensure SEO-optimization for mobile sites. This initiative is aimed
towards improving loading times of pages on devices such as smart phone and
tablets. It also focuses on other factors such as User Experience (UX).
This is particularly significant due to recent stats regarding
mobile usage. In 2019, 52.2 percent of all web traffic came from
mobile phones, compared to 16.2 percent in 2013. However, it’s worth noting
that this only includes data for mobile phones, and not tablets.
Increasing mobile usage, as well as the AMP initiative, has made
it essential to ensure that marketing campaigns are not only accessible on
larger devices, but can be viewed without noticeable visual or performance
differences on smaller screens, too.
The latter half of the
decade saw increased marketing and sales, with Amazon's e-commerce sales
surpassing $10 billion. Over the next few years, mobile app culture expanded
with the introduction of Whatsapp,
Instagram, and Snapchat to the digital world. (1 million rupees is equal
to 10 lakhs, 1 billion =1000 million, 1 billion is equal to 100
crores)
4 The
Social Media Revolution
Today, 65% of an individual's spend time on a mobile device, digital media. The digital advertising industry is now valued at around $200 billion, with Google Ad Words accounting for 96% of the company's revenue. With an estimated 3.1 billion online users, social networking has led the digital marketing revolution. The rise of bloggers and Instagram has resulted in a $1 billion industry for influencers,(Influencer marketing is a type of marketing that uses influencers to promote a brand to a larger market.) which are anticipated to grow. Digital marketing is expected to grow in the coming years, with many new developments and changes in this exciting industry.
The World Wide Web was initially meant to be a collaborative space ( involving two or more parties working together.) for sharing information. You can probably agree that it has become much more than that. Social media platforms such as Facebook, Twitter and many more have made it possible not just to exchange information, but also to connect with other people.
This also enables businesses to reach global audiences. To do
this, brands can utilize paid ads targeted towards general or
specific audiences, work with influencers who market products to
followers, and more.
Facebook, for example, was launched in 2004 and attained a user
base of one million by the end of that year. In 2007, it launched its
first self-service advertising platform as well as business pages, further
increasing overall ad revenue to $700 million. More platforms have
followed suit, providing a base for brands to reach their audiences.
5 Consumer Data and Targeted Campaigns
Another major milestone in the history of digital marketing is the reliance on data for creating targeted marketing campaigns. Customer Relationship Management (CRM), for example, is a business process that enables brands to develop long-term relationships with their customers through data-driven marketing(Data-driven marketing is a process used by marketers to gain insights and identify trends about consumers and how they behave — what they buy, the effectiveness of ads, and how they.browse)activities.CRM tools CRM Examples HubSpot, Salesflare, EngageBay, Dynamics, Salesforce, Zoho, BIG Contacts, Pipedrive)
let you work iteratively based on data from performance analytics. This can make it easier to predict customers’ purchasing habits, further define target audiences, and increase overall customer satisfaction.
The ability to make
predictions about customer behavior is particularly significant because
marketing strategies keep evolving as a result of technology and other factors.
Using CRM techniques such as regression and statistical analysis can make it
possible to identify any changes in consumer habits.
This also makes it possible
to create better business impact models for accurately measuring marketing
performance.
6 Voice Search and Interactive Content
One important goal for brands
is increasing engagement with customers and fostering a sense of community and
loyalty. This has given rise to high-quality and interactive content such
as games, fun social media contests, immersive app experiences, and more.
These not only attract audiences but provide a way to sustain their attention
over the long-term.
On the other hand, voice
search is now one of the most important marketing trends, providing a new
way to conduct searches as well as promote businesses. It can also attract more
traffic as its results generally have a high chance of being extremely relevant
at first attempt.
Some Facts on Digital Marketing
Digital marketing has become a popular way of reaching out to
potential customers, as it is efficient, cost-effective and provides more
control over the targeting of advertisements.
Digital marketing channels such as search engine optimization
(SEO), pay-per-click (PPC), social media marketing (SMM) and email marketing
are used to create and deliver marketing messages, as well as measure the
success of campaigns.
Some key facts on digital marketing include the
following:
Compared to $491.70 billion in 2021, the amount spent on digital
advertising in 2022 increased by 16.2%. Organic search is the most popular form
of digital media, accounting for 34% of all online traffic. Companies are
expected to invest an average of 9% of their total marketing budget in digital
channels. Mobile advertising will account for over half of all digital ad
spending this year.
Email campaigns have an average return on investment (ROI) of $44
for every dollar spent.
Video content is growing faster than any other type of online
content, with 87% of marketers using video content in their campaigns. Digital
marketing campaigns can be tracked, measured, and optimized at any time,
allowing marketers to adjust strategies as needed.
Importance of digital marketing
Why
digital marketing is important for business
Digital marketing, also called online
marketing, is the promotion of brands to connect with potential customers
using the internet and other forms of digital communication.
Digital marketing is one of the most
important aspects of marketing in today's market.
It allows businesses to connect
with customers and potential customers through various online channels, email,
social media, and web-based advertising, but also text and multimedia messages
as a marketing channel, search engines, and websites..
Digital
market helps you to attract customers
new and old and drive future sales.
Good for brand growth and awareness
Digital marketing can provide businesses
with a significant advantage over their competitors.
Digital marketing levels the playing
field and allows you to compete with bigger brands in your sector that
otherwise wouldn’t be achievable.
The internet is home to a huge source of
potential customers, so by marketing your brand using the above techniques we
discussed, you’re able to target a lot more people than you would normally.
Using these different digital marketing
channels, your brand will grow and become more widely recognised, helping to
raise awareness about what you do and the products or services you sell.
Benefits of digital marketing
1
Targets online customers
As of January 2023, there were 5.16
billion internet users worldwide, which mean there are quite literally billions
of people out there that may be interested in your brand.
Your customers are online waiting to
discover your brand and a good digital marketing strategy will be
able to tap into this potential. The more exposure your brand receives, the
more likely you’ll attract new customers.
The majority of people now use the
internet to find out about businesses, so you’d be crazy to not have an online
presence and be involved in the conversation. If people can’t find your
business online, then the chances are that they’ll choose a competitor and you‘ll
lose a potential customer.
2
Global reach
The first advantage of digital marketing
is global access. Traditional marketing is geographically limited, and
developing an international marketing campaign can be difficult, costly, and
time-consuming. However, because digital marketing takes place on the internet,
the reach you may attain with it is enormous. With an internet store, even a
tiny local business owner may reach a world.
Traditional marketing strategies like billboards, TV ads, and cold sales calls (Cold
calling is a form of sales solicitation from businesses to customers
who've never interacted with the salesperson making the call. It generally
refers to phone-based conversations (hence cold calling) but technically covers
in-person door-to-door interactions, too.) are limited by geography. But with digital marketing,
businesses can access a global audience across locations and time zones.
Instead of limiting your reach to people in your community, you can target
potential customers in your state, country, and even globally.
Traditional marketing tactics could cost
a fortune for companies to promote themselves across multiple different
markets. Digital media strategies like social media, content marketing, and
email marketing make it easy for businesses to reach potential customers around
the world. With a larger pool of potential customers, you can easily scale up
your efforts to build your brand and increase sales.
3
Affordable/ Cost efficiency
Digital marketing is a lot more
cost-effective than traditional marketing methods, which is ideal for
businesses that have limited funds and resources. You also have complete
control over how you spend your money, targeting certain marketing streams
depending on your needs. For example, using Google Ads
or commissioning some time with a videographer.
It also allows you to be flexible with
your money, pivoting to different marketing strategies when required. This
reduces the risk of wasting precious finances and ensures money gets allocated
effectively.
Most digital marketing strategies have a
low startup cost. For example, search engine optimization (SEO), social media,
and content marketing are some of the most effective ways to promote your
business online, and they cost nothing but your time and talent.
Even on the paid
marketing front, digital channels don’t usually have minimum budget
requirements for social media ad buys or search engine marketing (SEM)
campaigns. Whatever your budget, you can create a campaign that’s perfectly
targeted to your potential customers and set a spending limit so you don’t
spend more than your budget allows.
4
Measurable
Not only is digital marketing more
affordable than offline marketing tactics — it’s also highly measurable. Traditional
channels like print, TV, and radio ads can be effective, but it’s very
challenging to track who responds to your messages.
With digital marketing, you can track
nearly every touch point users have with your brand. Whether it’s social media
views, ad clicks, email opens, or organic page views, every aspect of digital
marketing is highly track able. It’s much easier to prove the return on
investment (ROI) of your digital marketing efforts as a result, which helps you
better understand the results you’re generating and where to keep investing.
With digital marketing, you’ll have
access to a huge source of data and metrics, whether that’s impressions,
views, time on a page, click rate, and so on. This means you can see accurate
data in real-time.
This is invaluable when it comes to
evaluating how well your brand’s digital marketing strategy is performing and
allows you to reallocate time and money to other areas if a particular campaign
is underperforming.
Not only will you be able to learn from
your mistakes, but you’ll also be able to see how and why a campaign has been
successful – using this knowledge to help move the business forward in the
future.
5
Faster and more efficient
Implementing digital marketing
strategies can also be a lot quicker and more efficient, as you’ll be able to
start the process immediately.
Even if money or resources are a little
tight, there are still things you can do to get the ball rolling and help
improve your brand’s online presence, such as increasing social media post
frequency and implementing some basic SEO on your website.
Some of the traditional marketing
techniques can also be incredibly time-consuming, whereas digital
marketing helps to free up precious time and reallocate it accordingly.
6
Good return on investment
Digital marketing allows you to track
day-to-day campaign performance, ensuring you know what channels are performing
and which are struggling. This helps you to optimise campaign budgets for high return on investment (ROI).
It is widely recognized that businesses
that invest in online advertisements and marketing have a better ROI. Here are
some statistics to support this from Website Builder Expert:
Email marketing has the
best average ROI at 3,600%
SEO marketing has an
average ROI ratio of 22:1, equating to 2,200%
Marketers who regularly
calculate their ROI are 1.6 times more likely to secure budget increases for
their marketing activities.
Put simply, the more
customers that view your brand online, the higher your conversion rate is
likely to be. Digital marketing is all about trying to convert your leads into
customers.
7
Reaches out to mobile users
There are approximately 6.84
billion smart phones in the world, with 4.76 billion people using
social media globally. A well-crafted digital marketing strategy is your
best chance of reaching this massive audience and failure to do so will mean
you’re missing out on a huge amount of customer potential.
As a society, we are glued to our mobile
phones, relying on them to communicate shop, manage finances, and more
importantly, search the internet for brands that resonate (consumers on a deeper level)
with us. You need to ensure your website is compatible with
mobiles and the user journey is well-suited for Smart phone users.
8
Allows you to stand out from your competitors
Trust us when we say that your
competitors are already using effective digital marketing tools to further
their business. So, if you’re not doing it yet, then it’s essential that you
make a start now.
There are countless reasons why digital
marketing is important for businesses, but staying ahead of the
competition is certainly one of the best.
It’s always work checking in with your
competitors to see what they are doing and assessing how you can do things
better. Ultimately, you want to have a better digital marketing strategy that
drives more traffic to your brand and attracts a larger share of customers.
9
Effective targeting
With traditional marketing, you have
little control over who sees your content. Even if you pay for a targeted ad in
a niche magazine, you can’t guarantee that everyone reading that magazine is
your ideal customer.
However, digital marketing allows you to
pinpoint the best audience for your messages using online audience and
targeting information. You can also collect data from your digital campaigns to
see which content works best for certain types of customers. If you’re still
learning about your customers’ preferences, these insights can help you refine
your campaigns over time.
10
Increased engagements
Traditional marketing methods only allow
for one-way interactions. Your business can communicate a message to your
audience — but there’s no clear pathway for the audience to respond or take
action directly. This puts a barrier between your brand and the people you’re
trying to reach, which can reduce engagement.
Digital marketing presents you with the
opportunity to have real conversations with your customers. Whether through
email, SMS, social media, or blog comments, you can get feedback from your
customers every step of the way. This gives you more opportunities to delight
customers,( the pleasure or joy a customer
experiences when interacting with your brand, product or service) answer questions, and fine-tune your campaigns based
on their input. It doesn’t hurt that these conversations also provide you with
more customer touch points, which can increase conversions and sales.
11
Flexibility
Digital marketing gives you the
flexibility to choose from different channels and strategies. It’s also
flexible enough that you can adjust your approach over time as you learn more
about what works for your audience and business.
Digital marketing channels and platforms.
Digital
marketing channels and platforms
What are digital marketing
channels and platforms?
Digital marketing channels and platforms
are use to reach your target audiences online and promote products and services.
They might include social media, search engines or websites. Digital marketing
channels give you the opportunity to sell products, building trust and
credibility, and generating sales, build brand awareness and position yourself
within a given industry.
What are digital channels?
A digital channel can be defined
as an interface connected to the world wide web through wich communication
can be made. If you are looking for something, a search engine is a digital
channel. If you are directly communicating with someone, email is your digital
channel
What is a Platform?
The most basic
definition of a platform is a technology that allows other businesses
to connect and build on top of it. Platforms enable smaller companies to build,
innovate, and grow faster while empowering the companies that run them by strengthening
their stickiness and giving consumers more reasons to stick with their
offering. Over the past fifteen or so years, we’ve seen companies like Apple,
Google, Facebook, and Amazon mature beyond their original product offerings to
create digital platforms that support thousands of businesses and products
across the globe.
What is the difference between a digital platform and a digital channel?
Platforms are the foundation on which you can build your brand
presence, such as the web, phone apps, social media, and gadgets.
In general, think of platforms
as virtual “locations” (A place that is
not located in any single physical location; a network location without
geographic boundaries.) where consumers can engage with a brand's digital
presence (whether that's a website, a mobile app, a social media page, or
something else).
Channels serve as a more direct means of communication and
include email, advertising, search engines, chatbots, phone, and more
While channels are digital communication mediums that are often
associated with a given platform.
1) Search Engine Optimization (SEO)
Search Engine Optimization, as the name suggests, is about making your website page rank higher on internet search engines like Google, Bing, etc. Suppose a user does an online search on ‘How to bake a cake.’ If the web page of your recipe is among the top results, the user is more likely to click on it.
Boosting the SEO of your page will not only enhance its online visibility and also improve its traffic and activity. It is an SEO best practice to include relevant keywords and manage links in your content to appear in the unpaid ‘organic’ search lists. Also, you can also take help from online tools like Google Keyword Planner, Bing Webmaster, Moz, Keywordtool.io, etc. Link Building tools such as Ahrefs, BuzzStream, GroupHigh can help you build backlinks & analyze the competitors’ backlinks.
2) Pay Per Click (PPC)
Pay Per Click can prove to be one of the most effective internet marketing channels if utilized correctly. The goal of PPC is to turn latent users into engaged prospects and further convert them as buyers. For example, clicking on an online display ad can lead prospective clients to another page whose content gives more information about it.
If they remain hooked throughout the experience, they can end up making a purchase. PPC ads are usually shown as sponsored stories, product listings, or video ads on websites and social media platforms. Most of the time, these online promotions are based on profile interests and search terms.
3) Email Marketing
Email offers a much more personal way of connecting with your targeted customers. It is a type of internet marketing that can truly make you stand out. You can offer exclusive ‘insider’ content, special discounts, and customized content to your email subscribers to make them feel special. The attractive bargains may also prompt non-subscribers to sign up for updates.
By implementing the advanced techniques of email marketing, you don’t just help in driving more sales and conversions but also develop a sense of loyalty. This is one of those online marketing channels that lets you match your spending to individual clients and know where they stand in their purchasing cycle. However, your well-crafted and targeted email campaign could also end up in the spam folder. So, make sure that your program does not disregard spam laws.
4) Social Media Marketing
Social media is one of the most powerful internet marketing channels today. Platforms like Facebook, Instagram, YouTube, Twitter, etc. provide a space for dynamic two-way communication. Internet users spend most of their time in these online spaces. So, brands cannot miss the opportunity to grab more eyeballs and effectively need to promote their brands.
Users see promoted content based on their profile, interests, likes, and the content they share. The “everything to everyone” approach no longer works. Moreover, social media makes it possible for organizations to connect with prospects, answer their queries, and enter conversations!
5) Video Advertising
Video advertising is one of the most entertaining and interactive online marketing channels. It includes online display ads that have a video within them. Such ads are also played before, during, or after a video stream. After watching the ad, the viewer usually sees a call to action to purchase that product or service or know more about it. With television advertising, there is no way to do such a thing!
6) Network Marketing
Network marketing is an offshoot of the social media marketing that makes use of the associations and groups existing all over the internet. It is all about identifying a pool of influencers, wholesalers, or professionals who can tell your targeted audience about your business.
You have to find a way to assemble such groups and keep them updated and engaged throughout your digital campaign. And your product may become the next web sensation with a positive word of mouth from them!
7) Contextual Marketing
Contextual marketing is not just a form of advertising but also a brand image-building exercise. Here, the marketer intends to advance the business without being a stickler about the medium used. Companies can engage in this type of online marketing through guest blogging and purchasing blog reviews. The first step is identifying a platform with a significant overlapping audience and high ranking pages. Follow this by promoting your content on the site to optimize your online presence.
8) Affiliate Marketing
Online sellers can get other dealers to sell their products and services. This is called affiliate marketing, wherein one business offers another’s products as an add-on or deal package along with its own. The guidelines and prerequisites may be different for every seller. Affiliate marketing is quite similar to a commissioned sales job.
9) Content Marketing
Content marketing is a way of aligning the content of your online advertising campaign in a way that it achieves all the key goals. These may include:
Sharing: Is it getting exposure? Is it on its way to becoming ‘viral’ on the internet?
Discussions: Is the campaign entering conversations? Is it getting people to talk?
Leads: Is your online advertising bringing any issues to light? Are your efforts making your prospects recognize their needs?
Sales: Are you making any sales as a result of your online campaign?
A successful digital marketing campaign should be able to answer at least one of the above questions!
10) Websites
Your website is a must-have tool for
your business as it provides you with a dedicated platform where you can
educate audiences about your brand, products, and services. This requires a
solid understanding of your target audience and an effective content marketing
strategy.
Whatever the size of your company, when
you create a website, it can give your business the online presence it
needs to communicate and/or sell to prospects. In fact, another study showed
that 69% of Americans have purchased an item online. Whether your
business is concerned with e-commerce or it’s something that’s more
service-oriented, be it B2C or B2B, you should definitely invest in a website.
To reduce costs, you can build the website using WordPress, and the good news
is there are many free WordPress themes available.
11) Email
There are several reasons why it’s so
hard to dislodge email as a channel that delivers medium to high ROI
for your business, but the one thing you can’t take away from email is its
versatility. Although email may not be the newest technology available, it
allows you to apply the latest trends in content marketing, such as personalization and
automation, without hurting your marketing budget.
12) Organic Search (SEO)
Did you know that over 63,000 Google
search queries are performed every second? Just imagine how many people are
searching on the internet! Given that people use search engines for research,
shopping, and entertainment, the opportunities for businesses are huge!
When prospects or customers look for
products or services, they’ll tend to go with whoever ranks higher. Standing
out from the competition at this stage means that you’ll be capturing new
opportunities organically, driving a consistent flow of leads down your sales
funnel.
13) Paid Search (SEM)
On the surface, it might seem inconceivable
that paid search (also called SEM) will have the potential to give you
ROI. After all, you’re paying for each click you get, unlike SEO, where people
find you organically (and technically for free).
The advantage of using paid search is
that your ads are shown above organic search results, making them more visible
to users. Even if you have to pay for every time a user clicks on your ad,
there’s still a lot of value—monetary and otherwise—that can be had from paid
search. Being above organic results means you’re still capturing that engaged
searcher before they even have a chance to see their other options (your
competitors).
For every $1 you spend on Google
Ads, you can earn an average of $2 in return. That’s 100% ROI right in the
bag. Conversely, not utilizing the paid ads channel can lead to 50%
less revenue.
14) Display Ads
Display ads allow you to use images,
audio, and video to communicate your advertising message better.
These are shown on websites, email platforms, social media, and many other
digital channels that offer ad placements, usually in the form of a banner.
Compared to search ads, display ads
generally have lower cost-per-click since there’s more advertising space
available across the web than on a search engine. The core difference is that
you don’t target keywords. Display advertising success depends on how well you
can match your ad to the host website’s audience to drive conversions.
Frequently Asked Questions (FAQs)
1. How does digital marketing work?
As a digital marketer, it is your responsibility to make this marketing concept work to your advantage. To do that, you must remember that for different types of business, digital marketing will work differently. Moreover, the outcome of your digital campaign will be determined by how well you formulate and execute your strategy. However, if you see that digital marketing is not showing any positive results, then it’s probably not suited to your business or your strategy or execution of it has not been right.
To put things into perspective, digital marketing works when you combine different verticals like SEO, Social Media Marketing, PPC, Email marketing and many other digital marketing techniques to target your potential audience. The goal is to convert them into paying customers.
2. How can you decide on which digital marketing channels to use for your business?
Digital marketing has a variety of channels to promote your products and services. You have the option of using one or more such channels depending on the marketing initiatives and strategies for your business.
Your channels are the only mediums in digital platforms that you can use to communicate and engage with your target audience. Digital marketing techniques and strategies are completely different ballgames. With a digital marketing approach in place, you can concentrate on your overall objectives, monitor your targets and boost your digital marketing outcomes.
3. How can you start a career in digital marketing?
While you can embark on your digital marketing career without any formal qualifications, there will come a time where you will need to specialise in a digital sub-domain and get an appropriate professional certification or degree. Furthermore, a professional qualification from a well-known institute adds weightage to your resume too.
Digital marketing
strategy and planning
What is strategy and
planning in digital marketing?
Digital Marketing Strategy
Experts define digital marketing
strategy as using online resources to reach the target customer.
Identifying where, why, and how a
company makes a profit is one of the building blocks of a digital marketing strategy.
It helps formulate a marketing plan that aligns with the business goals and
customer requirements.
A brand has to evaluate owned, paid, and
earned media while formulating a digital marketing strategy. While owned media
consists of the organization’s communication channels, earned media and paid
media are external communication channels.
Digital Marketing Plan
A digital marketing strategy is a plan for using
online channels to establish an internet presence and achieve specific
marketing objectives. These channels can include organic search, social media,
paid ads, and other web-based mediums such as your website.
A digital marketing plan defines the goals you will
accomplish in a given time frame and how you will measure your efforts. When creating a digital
marketing plan, it is important to remember that marketing is still about
communicating the benefits of your product or service in a way that resonates
with customers.
Developing a digital marketing Strategy
Step 1: Identify Target
Audience and Build Personas
A digital marketing strategy will only
be as good as the target audience behind it. After all, they’re the ones who
purchase your brand’s products and services. When identifying a target personas,
(the particular type of character) consider the following items:
Demographics: After identifying where to sell your
products/services, determine if any key geographic areas may outperform others.
Other demographic categories are age, parental status, household income, and
more. (Demographics-statistics that describe
populations and their characteristics)
Interests: What kinds of hobbies does your ideal persona have?
This information can help shape content for the customer.
Behaviors: How (and where) do these users consume content on the
internet? Are they impulse shoppers? (a sudden
desire to do something) What
social platforms do they frequent?
Pain points: What problems are users trying to solve? This is the
key area to focus on. By providing your target audience with a solution to
their pain points and speaking to them in a way they understand, you’ll likely
win a customer for life.
Step 2: Conduct Competitor Landscape Analysis
It’s important to understand
the digital landscape before diving into digital channels.
Some of the key components
of conducting a competitor analysis include:
Which competitors are bidding on
relevant keywords you’d like to target?
How are competitors messaging their
target audience?
Which channels are competitors
advertising on?
How do competitors rank organically
compared to you?
How much are competitors’ monthly
digital ad budgets?
Third-party tools like Semrush, SpyFu,
Google Keyword Planner, and Google Trends can help answer many of these
questions.
Note that with any third-party tool’s
data, the information provided cannot be guaranteed 100% accurate and should be
used as a guide, not as an absolute.
Step 3: Determine Necessary Digital Marketing Channels
Once you’ve figured out who your target
audience is and where they hang out online, it’s time to determine the key
digital marketing channels.
Ideally, a mix of channels will be
chosen as it’s not best practice to choose one or two and put all your eggs in
one basket.
The key is to diversify the digital
channels and meet your customers where they’re online at any given point in
time.
These channels will likely include any
of the above in the digital strategy examples section.
Each channel identified should include
its own set of KPIs. (Key Performance Indicators) These are set by the
marketers and greater business teams.
Be sure not to set the same KPIs and
measurement goals for each channel, as they all serve different purposes.
Creating realistic measurement goals
ensures that awareness channels are measured against awareness KPIs, such as brand
lift instead of direct conversions.
As with any digital channel, it’s
important to understand how they can be measured. This step should include
identifying a proper measurement platform, such as Google Analytics or another
tool, to ensure that marketing dollars and channels can be measured.
Step 4: Create Content and Unique Value
Proposition Plan
Once the digital channels have been
identified, it’s time to plan your content for each channel.
The key is creating a consistent
messaging framework that can be reused and reworked in each channel. That way,
you’re not starting from scratch each time.
For example, if you want to introduce
your brand on YouTube or the Google Display Network, the content should not be
focused on a direct conversion or a “Buy Now” CTA. (Call to action (marketing))
That’s simply asking for too much on an initial brand awareness touch point.
On the other hand, for someone well on
their search journey and looking for specific products and services, that could
be a time to introduce discounts and special offers.
Lastly, make sure that what you’re
providing your customers is unique and differentiated in the market. Conducting
a competitor analysis first will help identify what’s currently being offered
in the market.
Even if your product or service is
similar to your competitors, it’s important to find a way to differentiate your
brand.
Step 5: Execute and Optimize Digital Marketing Strategy
Once you’ve defined steps 1-4, it’s time
to launch your digital marketing strategy. However, the work is not done yet.
Your digital marketing strategy should be ongoing and fluid based on
performance and the changing market landscape.
Digital marketing channels and campaigns
should be continuously monitored and analyzed to ensure that marketing budgets
and resources are utilized most effectively.
This should include daily, weekly, and
monthly checkpoints in each channel. Monthly reports and quarterly business
reviews (QBRs) should be conducted to provide opportunities to shift and pivot
strategy based on findings.
Setting goals and objectives
First consider what you want to achieve,
and then commit to it. Set SMART (specific, measureable, attainable,
relevant and time-bound) goals that motivate you and write them down to make
them feel tangible. Then plan the steps you must take to realize your goal, and
cross off each one as you work through them.
Setting goals and objectives
What are the objectives and goals of digital marketing?
The top digital marketing objectives
businesses strive to achieve are increasing brand awareness, driving
website traffic, generating leads, and boosting sales and revenue.
What is the difference between goals and objectives?
What is a goal vs. objective? A goal is
an achievable outcome that is generally broad and longer term while an objective
is shorter term and defines measurable actions to achieve an overall goal.
Digital Marketing Objectives
The specific objectives of online
marketing can vary based on the organisation’s goals and target audience, but some common
objectives include:
Increasing brand awareness: Online marketing helps to create and enhance brand visibility
among the target audience. This is achieved through various digital channels
such as social media, content marketing, and display advertising.
Driving website traffic: Online
marketing aims to attract relevant and quality traffic to a company’s website.
This is crucial for generating leads, increasing sales, and achieving other
conversion-related objectives.
Generating leads: One
of the primary objectives of online marketing is to capture potential
customers’ contact information and convert them into leads. This involves using
lead magnets, opt-in forms, and other strategies to collect customer data.
Boosting sales and revenue: Online marketing plays a significant role in increasing revenue
and driving sales. Businesses can improve their overall sales by reaching the
right audience with the right message at the right time.
Engaging with the target audience: Online marketing facilitates two-way
communication between businesses and customers. It allows companies to engage
with their audience through social media, email marketing, and other
interactive channels.
Building customer loyalty and retention: Retaining
existing customers is often more cost-effective than acquiring new ones. Online
marketing strategies can help build long-term customer relationships,
encouraging repeat business and brand loyalty.
Improving customer support: Online marketing can provide better customer support and address
customer queries and concerns. Social media, chatbots, and email support are
some ways to enhance customer service.
Conducting market research: It provides valuable data and insights about customer behaviour,
trends, and preferences. This data can be used for refineing marketing
strategies and market research.
Competitor analysis: Through
online marketing, businesses can perform a SWOT analysis to monitor their
competitors’ activities, assess their strengths and weaknesses, and adjust
their strategies accordingly.
Measuring and analysing results: A significant advantage of online marketing is
tracking and measuring the effectiveness of various campaigns and channels.
This data-driven approach allows for constant optimisation and improvement.
Goals of Digital Marketing
Increasing brand awareness
Driving website traffic
Generating leads
Boosting sales and revenue
Improving customer engagement
Enhancing customer loyalty and retention
Expanding market reach
Measuring and analysing campaign
performance
Optimising marketing strategies based on
data insights, and maintaining a competitive edge in the Digital landscape are
the goals of digital marketing.
Businesses seek to interact with their
target audience
Develop deep relationships, and
eventually accomplish their goals in the dynamic and ever-evolving digital
space by using a variety of online channels and strategies like SEO, content
marketing, social media, email campaigns, and more.
What are the steps for setting goals and objectives?
Here are the seven steps:
Decide what your goals/objectives are.
Write down your goal.
Set a deadline.
List all activities needed to achieve
the goal.
Organize your goals into a plan by
priority and sequence.
Take action immediately.
Use every day to do something toward
achieving your goal.
Examples of Digital Marketing Objectives
Understanding digital marketing
goals examples can help businesses strategies and achieve their desired
outcomes in the ever-evolving online landscape.
Increase Website Traffic:
Goal: To attract more visitors to
the website.
Example: Implementing SEO
strategies to improve organic search rankings and running targeted PPC
campaigns to drive traffic.
Generate Leads:
Goal: To capture potential
customers’ information for further nurturing.
Example: Offering a downloadable
ebook or whitepaper in exchange for email sign-ups.
Boost Sales and Revenue:
Goal: To increase the number of sales
and overall revenue.
Example: Running limited-time
promotions or discounts to encourage immediate purchases.
Enhance Brand Awareness:
Goal: To increase recognition and
visibility of the brand.
Example: Launching a social media
campaign featuring user-generated content with branded hashtags.
Improve Customer Engagement:
Goal: To interact and build
relationships with customers.
Example: Conducting interactive
live Q&A sessions or hosting online contests.
Drive Social Media Following:
Goal: To grow the brand’s presence
on social media platforms.
Example: Running a social media
giveaway to attract new followers and engage existing ones.
Increase Online Conversions:
Goal: To optimise the website and
marketing channels for better conversion rates.
Example: A/B testing different
website layouts or CTA buttons to identify the most effective ones.
Expand Market Reach:
Goal: To enter new markets and
reach untapped customer segments.
Example: Creating localised content
and advertising campaigns for specific regions.
Improve Customer Retention and Loyalty:
Goal: To encourage repeat business
and build brand loyalty.
Example: Sending personalised email
offers or exclusive promotions to existing customers.
Monitor and Analyse Data:
Goal: To track and measure the
success of digital marketing efforts.
Example: Using analytics tools to
assess website traffic, conversion rates, and user behaviour to inform future
strategies.
Check out our free courses to
get an edge over the competition.
Budgeting and resource allocation
What is budget allocation?
Budget allocation is the process of
designating specific amounts of money to each department within a company. How
much money each group receives depends on: Company priorities. Revenue projections.
What is resource allocation in digital marketing
Resource allocation is the process
of assigning and managing assets in a manner that supports an organization's
strategic planning goals. Resource allocation includes managing tangible assets
such as hardware to make the best use of softer assets such as human capital.
Marketing budget allocation should
be around 10-15% of your expected course revenue, with a hefty 70% of this
dedicated to digital marketing. Focus on building an online presence through
educational content marketing, social media, webinars, SEO, and some PPC
advertising for immediate visibility.
6 Steps to Create a Digital Marketing Budget
Digital marketing budget allocation is
no small feat. It must be more strategic than wishful — and more data-backed
than gut instinct-based. Moreover, it should align back to business objectives.
Here are six steps to ensure you’re on
the right path.
1. Determine Your Marketing Budget
Before you allocate a budget for the digital side, calculate your overall marketing budget. The more competitive your industry is, the higher your budget will be. Some industries require a large marketing budget by default due to the higher cost per lead and click. Examples include businesses in higher education, finance services, transportation and logistics, healthcare, legal services and a host of B2C categories.
2. Decide on Goals
What do you want your marketing plan to
accomplish? For example, do you want to build more credibility or generate more
leads?
Your goals will ultimately decide how
much you spend on different channels. For example, you could consider using SEO
and content marketing tactics if your goal is to maximize organic visibility
and build authority on a topic. SEO is usually less expensive than running paid
campaigns and is built up over time.
But if you want faster results, you may
want to consider running paid ad campaigns. The ad spend costs can add up in
this case. Similarly, if you want to improve customer loyalty or
boost sales, you might take the email marketing route.
3. Get Historical Data
How well did your digital marketing
campaigns perform last quarter or year? That could set the tone for your budget
moving forward.
Take strategies that worked, and leave
the ineffective ones behind. Did your Meta ad campaign bring in more leads?
Adopt it for the future.
Were the results from content marketing
efforts unremarkable? It might be time to reassess.
4. Select the Channels
Let’s say you’ve chosen to use social media and email as two main marketing channels. Here’s what a social media budget typically entails:
Content generation (hiring writers and
designers, buying tools, etc.)
Ad spend
Market research
For email marketing, you’d have to spend
money on curate an email list (select, organize). Then there are email
marketing tools’ subscription costs and the money you’d spend on copywriters
and designers.
Similarly, you could select other
channels like SEO, influencer marketing, SEM, retail media networks, and
digital audio advertising (podcasts). Their expenses will also be unique,
depending on their components.
5. Account for Production Costs
For your marketing strategies to be
successful, the production should be top-notch. Here are some production costs
you’ll have to add to your budget:
Market research
Salaries (in-house teams)
Outsourcing costs (agencies or
freelancers)
Software subscriptions
Tools
A/B testing
6. Factor In Additional Costs
It’s better to be prepared than to be
caught off guard. Make sure you have a clear idea of the possible additional
costs. These could include:
Contract cancellation fees
Legal consultations
Tech support services
Content/dDesign revisions
Legal consultations
Finally, compile the costs into a
comprehensive budget and put your marketing efforts in motion.
Campaign planning and execution
What is campaign
planning in digital marketing?
A
campaign plan is a short-term integrated communications plan to generate
leads or sales. Its purpose is to engage audiences, it typically has a content
marketing focus and an integrated media schedule.
What is campaign
execution in marketing?
Execution makes
all the necessary elements of marketing work to bring strategy to life. For
example, tradeshows,( trade
fair-a large event at which several companies show and try to sell their
products and services in one place) advertising, public relations, social media
contribution and a blog can coordinate to generate leads.
What is digital
marketing execution?
Digital
marketing campaigns are the execution of the strategy and tactics. The
marketing tactics used to execute these campaigns often vary by channel,
audience, and other factors. An effective digital marketing campaign will
reflect a substantially similar message across multiple channels
How do you plan and
execute digital marketing?
6 steps to execute a successful marketing campaign
Your marketing campaign should fit well into your
overall marketing project plan. But it all boils down to how well
you execute your marketing campaigns. Otherwise, the marketing project
plan will fall apart. Here are six steps that can help you carry out a
successful marketing campaign.
1) Thoroughly research your target audience
The Sales force State of the Connected Customer report
reveals that 73% of customers expect companies to understand
their unique needs and expectations. But the sad truth is that some companies
don’t take the time to truly understand their customers.
There
are several simple ways to learn more about your target
audience:
·
Website
visitor surveys
·
Customer
surveys
·
Customer
interviews
·
Chat
transcripts
·
Review
mining
·
Competitor
research
·
Talking
to your sales team
Ideally, it’s best to incorporate all of these tactics for
a thorough research strategy. But if you can’t, at least do a combination of website visitor
surveys, customer surveys, customer interviews, and talks with your sales team. This is how
you’ll better understand your target audience — and identify where teams across
the company don’t understand customer’s needs and expectations.
2) Build an audience segmentation strategy
An audience segmentation strategy helps you group
potential and existing customers based on common interests and defining
characteristics. It goes beyond grouping customers based on where they live and
involves using your customer research to group customers based on their pain
points, the solutions they seek, and their stage in the buyer journey.
It’s
the foundation of any good marketing strategy because it helps you:
·
Content
marketing team better understand how to create content based on each segment’s
needs
·
Paid
ads team know which ad campaigns would be best for each audience segment
·
Conversion
copywriter create landing pages that appeal to the pains that motivate each
audience segment
·
Social
media marketing team understand how to build brand awareness in a targeted way
for each audience segment
·
Email
marketing team create email automations that resonate with each group of
customers and lead them closer to a sale
But how do you know that the audience segments you’ve
chosen are the best for your brand?
Make
sure your segments meet the following criteria:
·
Measurable based on their size and
potential ROI
·
Accessible based on how easy it is to reach
your target customers within each segment and whether those target customers
can afford your product
·
Substantial in terms of being able to
actually purchase your product (not just being interested it)
·
Actionable based on meeting the target audience’s
expectations
3) Create campaign goals & milestones that align with your
budget
Knowing your target audience and how it should be
segmented paves a clear path for outlining your goals, campaign budget, and
campaign milestones. Let’s start with campaign goals. Marketers who set goals
for their campaigns are nearly four times more likely to be successful
than those who don’t set goals. Campaign success and goal setting work in
tandem.
Your campaign goals depend on what you’re trying to
achieve over a period of time and how that aligns with the business's overall
goals. Let’s say you’re working at a startup that needs to increase brand
visibility to reach potential customers. You and your team have decided to host
a webinar at the end of the first quarter. The goal is to have at least 500
attendees.
One milestone that could help you achieve the goal is
getting a 10% webinar signup rate from paid ads for the period. The next step
would be to figure out the budget. You’ll need to know how much the paid ads
will cost for the period, the subscription fee for the webinar hosting
platform, and the guest speaker’s fee (if there is one). You can only move
forward with your plans if the budget lines up.
Organizing your campaign goals and milestones is much
easier with the right tools — ones that allow your team to collaborate easily
and clearly see how close they are to goal completion.
Teamwork.com provides this essential part of
your marketing tech stack to help your team stay on target, and on budget. Sign
up with Teamwork.com to get started today.
4) Decide on your marketing channels
Marketing channels are the media you’ll use to get your
message to your target customer.
There
are nine popular marketing channels:
·
SEO
and content marketing
·
Email
marketing
·
Pay-per-click
advertising
·
Social
media marketing
·
Email
marketing
·
Video
marketing
·
Public
relations
·
Affiliate
marketing
·
Influencer
marketing
Only big brands with huge marketing budgets can use all
nine channels. You don’t need to spread yourself thin trying to cover all of
them, but a multi-channel campaign can still be beneficial to your brand.
Choose the best combination of channels that will help you reach your audience
at each stage of the customer journey based on your customer research and
campaign goals.
5) Execute your campaign
The four steps outlined above help you create a plan for
your marketing campaign. But it’s the execution of the plan that determines its
success.
There
are many moving parts to consider such as:
·
Who
will be in charge of each task?
·
What
will the campaign workflow look like?
·
How
will you know when each task is completed so that you know you’re getting
closer to the goal?
·
Who
is the point person who oversees the entire campaign?
·
What
will the project schedule be so that each task can be
completed in the correct order?
These questions boil down to one thing — organization.
Research shows that organized marketers are 674% more likely to report success.
But organization doesn’t come through numerous spreadsheets and Google Docs
files. Marketing campaign management software acts as a
central hub for organizing your campaign’s project schedule and workflow so
that you and your team can successfully complete tasks.
6) Monitor your
KPIs to understand campaign progress and success
Your campaign KPIs (key performance
indicator) relate to the
goals and milestones you outlined in step three. KPIs help break down your
goals into various subtasks that are easy to track. They also help keep your
team motivated as they see how their work contributes to overall goal
achievement.
Let’s
say your goal is to get a 56% conversion rate by the end of the first quarter.
You break that goal down into these measurable KPIs: (key performance indicator)
·
Conversion
copywriter completes eight customer interviews
·
Conversion
copywriter uses the customer interview data to write the copy for three
different landing pages (one for each customer segment)
·
Web
designer creates each landing page
·
Marketing
manager walks through the website with the conversion copywriter and web
designer to design at least two variations of each landing page, ensure the CTA
is clear, and ensure that there are no technical glitches
·
Paid
ads expert creates a series of PPC and social media ads for each landing page
·
Marketing
manager monitors the success of the campaign by the number of conversions from
each paid ad
·
Data
informs the variation of each landing page that should be used going forward
The key here is to ensure that your KPIs are realistic and
attainable. If they aren’t, your team will feel overwhelmed and will quickly
lose their motivation.
Popular marketing campaign management tools
Once you’ve created a plan for your marketing campaign,
you’re ready to use campaign management tools to take it to the next level.
Example
Teamwork.com
Teamwork.com is a project management tool that allows you
to manage multiple marketing campaigns with ease. It acts as the single
source of truth for day-to-day project management and has helped teams
increase productivity by over 40%.
Key Features
·
Workload
planner that allows you to see each team member’s work capacity at a glance
·
Forecasting
and planning resources for future time periods through a resource scheduler
·
Milestones
that make it easier to monitor progress towards goal completion
·
Time
logging so you know how long team members take to complete tasks and improve
your billing processes
·
CRM
(Customer relationship management) that helps you close deals faster
and make client handoff more efficient
·
Various
team collaboration features that help with communication and keeping everyone
on track
Monitoring and adjusting digital marketing campaigns
What is campaign
monitoring in digital marketing?
It allows
marketers to monitor how their campaigns perform and gain valuable insights. For example, it can include information such as how many
people clicked on a particular ad. Also, it can tell you how many people
visited a website as a result of this ad and how much money you spent on the
campaign.
Campaign monitoring
involves tracking and
analyzing metrics to evaluate the performance for improvements. When it comes to monitoring, a few key performance
indicators like CTR (click-through rates), conversion rates, and engagement
levels help organizations to evaluate their marketing strategies
What is adjustment explain
briefly?
Adjustment is
defined as a process wherein one builds variations in the behavior to achieve
harmony (harmony) with oneself, others or the environment with an aim to
maintain the state of balance between the individual and the environment.
How to Measure and Analyze
Your Digital Marketing Campaigns?
Set specific goals and
KPIs: (key performance indicator)
Setting goals and KPIs is a great
way to measure success and identify what you can do better. Setting strong,
simple goals and tracking and measuring them correctly can determine how you're
performing and whether you need an adjustment.
Use analytics tools:
Analytics tools are designed to
help you make decisions or, at the very least, streamline your company's
decision-making processes by collecting, visualising, and communicating your
data.
Monitor social media
metrics:
Social media metrics is the data
used to assess the impact of social media activity on marketing campaigns and a
company's revenue. These metrics help to assess how well you are accomplishing
your goals in the social space and provide insight to where you can modify your
campaign.
One of the most common ways is to add
up your total likes, comments, shares, and saves, and divide the total by your
number of followers. Then multiply by 100 to get a percentage. You can
also use our free engagement rate calculator to measure your engagement rate by
post, account, or campaign.
A/B testing:
A/B testing (also known as split testing
or bucket testing) is a methodology for comparing two versions of a
webpage or app against each other to determine which one performs better.
Continuously analyze and
optimize:
Continuous optimization is the
practice of analyzing your experiments, assessing how they perform,
and identifying what to do next.
Use Attribution Models.
An attribution model is the rule,
or set of rules, that determines how credit for sales and conversions is
assigned to touch points in conversion paths. For example, the Last Interaction
model in Analytics assigns 100% credit to the final touch points (i.e., clicks)
that immediately precede sales or conversions.
Attribution modeling is what many
marketers use to help determine the comparative value of a marketing or
advertising channel. Understanding the value of these channels and the type of
benefit they bring to a campaign helps determine budget spends, traffic sources
and how to optimize campaigns
Analyze Social Media
Metrics.
Social media analytics is the
collection and analysis of performance data that helps you measure
the success of your social media strategy. It includes tracking...
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