Chapter 1 Introduction

So, this is your first step in harnessing the knowledge Digital Marketing. Maybe, you read it somewhere else too. Knowledge which you couldn’t retain. I understand you are busy with other stuff. It becomes difficult to take time out in this world. I have been through the same phase, for the sake of the same, I decided to keep my content short and crisp. So let’s start with Introduction to Digital Marketing in 2018.

What does Digital Marketing mean in 2018?

What is Digital Marketing?

Marketing is all about promoting a brand or a person via a popular medium. A medium where lots of people are present. Or a medium where lots of people consume content. Let’s go back to good old days (the Mid 2000s) when people in our family used to consume information via Newspapers, TV, and Radio. So those were the favorite mediums of a marketer.

So, we used to bring our brand or products to those mediums.  The objective behind that was to increase the brand awareness and ultimately convert you into a paying customer.

Let’s come back to February 2018, where a toddler can multi-task between his favorite game and Youtube. So, I assume you are also an expert in browsing through Google, Youtube, Facebook and Instagram.  We as a marketer experienced a change in consumer’s behavior. The way of consumption changed from Newspapers to E-News Sites. He ditched the TV for  Youtube, Amazon Prime, and Netflix. We as a marketer started promoting our products and services there.

Email Marketing debut with the introduction of Emails. Google soon launched its advertising platform Google Adwords in October 2000 with 350 Advertisers. Today, more than 1 million advertisers generate tens of billions in revenue for the company. AdWords turns 15 this month. The official birthday is October 23.

Adwords is an advertising tool where one can create different sort of advertisements that run on Google Network.

Ads below that you see below are created via Adwords. Various formats are as below:

A) Search Ads


B) Display Ads


C) Video Ads

If you must have observed, all these advertisements that you see are based on your interests and the product you have window-shopped on Amazon and Flipkart. This is the magic of Digital Marketing. This mighty medium is gulping

Online Marketing’s improvement since the 2000s has changed the way brands and organizations utilize innovation for marketing. As computerized stages are progressively joined into showcasing plans and ordinary life, and as individuals utilize computerized gadgets as opposed to going to physical shops, advanced promoting efforts are winding up more predominant and effective.

Computerized promoting strategies, for example, website streamlining (SEO), web index showcasing (SEM), content promoting, influencer advertising, content robotization, crusade promoting, information-driven marketing, web-based business promoting, web-based social networking promoting, online networking improvement, email coordinate promoting, show publicizing, e-books and optical plates and recreations are winding up more typical in our propelling innovation.

Warm-Up to Why Digital Marketing?

How many times have you seen that new BMW advertising near the Airport and Flyovers? and in the newspapers. But still, it is out of our reach- out of mine at least. So targeting is so broad that everybody and anybody can see the AD irrespective of their interest. But in Digital, you can show the same advertisement to people who would actually be interested in your product. Yes I mean, you can target the Big Deep Pockets

There are various ways brands can utilize computerized showcasing to profit their promoting endeavors. The utilization of advanced promoting in the computerized time not just takes into consideration brands to showcase their items and administrations.

Yet additionally takes into account online client bolster through the day in and day out administrations to influence clients to feel upheld and esteemed. The utilization of web-based social networking association enables brands to get both positive and negative criticism from their clients and in addition figuring out what media stages function admirably for them.

Accordingly, advanced showcasing has turned into an expanded preferred standpoint for brands and organizations. It is presently regular for shoppers to post criticism online through web-based social networking sources, web journals and sites on their involvement with an item or brand. It has turned out to be progressively well known for organizations to utilize and empower these discussions through their web-based social networking channels to have coordinate contact with the clients and deal with the input they get fittingly.


Channels of Digital Marketing

Online Marketing is encouraged by different channels, As a publicist one’s center target is to discover directs which result in most extreme two-way correspondence and a superior general ROI for the brand. There are numerous web-based advertising channels accessible namely.

Affiliate Marketing – Affiliate promoting is seen to not be viewed as a protected, dependable and simple methods for advertising through an online stage. This is because of an absence of unwavering quality regarding associates that can deliver the requested number of new clients.

Because of this hazard and terrible associates, it leaves the brand inclined to misuse as far as asserting commission that isn’t sincerely obtained. Lawful means may offer some security against this, yet there are impediments in recuperating any misfortunes or venture.

In spite of this, subsidiary showcasing enables the brand to advertise towards littler distributors and sites with little activity. Brands that utilization this advertising frequently should be careful with such dangers included and hope to connect with offshoots in which rules are set down between the gatherings required to guarantee and limit the hazard involved.

Display Ads – As the term gathers, Online Display Advertisement manages to exhibit limited time messages or thoughts to the shopper on the web. This incorporates an extensive variety of notices like publicizing web journals, systems, interstitial promotions.

The strategy can target particular gathering of people tuning in from various kinds of local people to see a specific ad, the varieties can be found at the most profitable component of this technique.

Email Promotions – Email Marketing in contrast with different types of computerized advertising is viewed as modest; it is likewise an approach to quickly convey a message, for example, their offer to existing or potential clients.

However, this channel of correspondence might be seen by beneficiaries to be vexatious and aggravating particularly to new or potential clients, in this way the accomplishment of email advertising is dependent on the dialect and visual interest connected.

As far as visual interest, there are signs that utilizing designs/visuals that are pertinent to the message which is endeavoring to be sent, yet less visual illustrations to be connected with starting messages are more powerful thus making a generally individual feel to the email.

As far as dialect, the style is the primary factor in deciding how enrapturing the email is. Utilizing easygoing tone summons a hotter and delicate and welcoming feel to the email in contrast with a formal style. For blends; it’s proposed that to boost viability; utilizing no illustrations/visual nearby easygoing dialect. Interestingly utilizing no visual interest and a formal dialect style is viewed as the minimum successful method.

Social Media Marketing (SMM) – The term ‘Advanced Marketing’ has various promoting features as it bolsters distinctive directs utilized as a part of and among these, comes the Social Media.

When we utilize online networking channels ( Facebook, Twitter, Pinterest, Instagram, Google+, and so on.) to advertise an item or administration, the technique is called Social Media Marketing. It is a method wherein methodologies are made and executed to attract movement to a site or to pick up consideration of purchasers over the web utilizing distinctive web-based social networking stages.

Social Networking

In-App Advertising – In-App publicizing is characterized as “consideration of items or brands inside an advanced game.” The amusement enables brands or items to put advertisements inside their diversion, either in an unobtrusive way or as a commercial standard.

There are many components that exist in whether brands are effective in their promoting of their image/item, these being: Type of amusement, specialized stage, 3-D and 4-D innovation, diversion sort, congruity of brand and amusement, the conspicuousness of publicizing inside the diversion.

Singular components comprise of dispositions towards arrangement ads, diversion contribution, item association, stream or stimulation.