Beginners Guide of Digital Marketing

A Story by Aditya

The digital marketing is an online marketing for products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media. Digital

What is Digital Marketing

The digital marketing is an online marketing for products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media. Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet.

Most experts believe that 'digital' is not just yet another channel for marketing. It requires a new approach to marketing and a new understanding of customer behaviour. For example, it requires companies to analyse and quantify the value of downloads of apps on mobile devices, tweets on Twitter, likes on Facebook and so on.

Example

One successful digital media campaign was by Pizza Hut, which created an app that allowed customers to create their own pizza by dragging their chosen toppings onto a graphical pizza base. The iPhone would then determine which of the chain's thousands of locations the customer happened to be nearest. The company advertised the new app online, in print, and on television - even winning a placement in Apple's own iPhone commercial.

Within two weeks, the Pizza Hut app was downloaded 100,000 times and within three months iPhone users ordered $1m worth of pizza. The app now has millions of users across the iPhone, iPad, and Android platforms.

SEARCH ENGINE OPTIMISATION (SEO)

In simple terms, search engine optimization is the optimization of the design, content, and links of a website, so as to affect the visibility of the website in the search results of a user and display it as a top result.

How will we understand what technical changes our company website needs to implement in order to be absolutely optimized? For that, an SEO audit will help you determine the areas where your website needs optimization. An SEO audit informs us about the various on page and off-page optimization that need to be performed.

Off-Page Optimization:

SEO has two main components: On-Page Optimization includes technical aspects related to the website like keyword research, Meta tags, URL structure, Headings, Mobile friendliness, broken links, Google analytics, etc. Off-Page Optimization includes link building activity on relevant websites like local listing, directories, social media, classifieds, forums and guest postings, etc.

On-Page Optimization

Keyword Research:

Often brands are not completely aware of the popular keyword the consumer is using for searching his brand products and services. Here comes the role of keyword research, where we can use related terms as a substitute, to help us find the desired popular keywords using various Keyword tools like Google keyword planner, Keyword finder, Moz Keyword explorer, and sem rush keyword tool.

Broken Links

Broken connections are just the connections that never again work. When you see a 404-page blunder on your screen that is the point at which you have tapped on a broken connection. Web optimization, when done right, cleans the whole broken connections of your site, to convey a superior client encounter.

Mobile Friendly website:

Gone are the days when people used to open their laptops every time they needed to search for something. People have started using smart phones and hence it has become important for websites to be mobile friendly or else it is going to lose a lot of customers. Also, page load time is equally important as customers do not hang on to the slow loading websites for long.

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What is Google Adwords:

A Google AdWords ad extension is piece of additional content that expands your ads with additional information. There are many different types of extensions and they each offer different relevant information for potential customers to choose your business.

While most extensions require a little bit of setup, the additional work is worth it because in general you will see an improvement in the ads' performance with respect to clicks, cost per click (CPC), page position, and ad rank.

Search Marketing:

Search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click - PPC) or less commonly, when your ad is displayed (cost-per-impression �" CPM).

Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Since advertisers have to pay for these clicks, this is how Google makes money from search.

What is Display Marketing:

Display advertising is advertising on websites or apps or social media through banners or other ad formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.