Step By Step Guide On Digital Marketing

Digital Marketing Guide

Digital Marketing most heard term right form last 5 years.

Everyone is talking about digital marketing, social media marketing, affiliate marketing.

Businesses speak about going digital with their business and some want to start a digital business.

If you have questions like:

What is digital marketing?

How to get started with digital marketing?

How to implement digital marketing for my business?

Which is the best guide for getting started with digital marketing?

Then you have come to the right place to find one.

In this guide, we have covered all the basics and most significant topics of digital marketing to get started with.

So sit tight and get started to know about the digital world and how it has evolved itself in even businesses.

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Do we have a question for you?

What is digital marketing in your words?

For us, Digital marketing is the process of marketing your products and services with all the digital tools provided.

So we know some of the most common digitals we use daily like mobile phone, television, radio etc.

But are they used for marketing?

Yes, they are!

But do all the three come into digital marketing?

So to understand this we need to understand how actually digital marketing even started.

Marconi

So the image you see above is Guglielmo Marconi.

He was the person who invented the radio.

Yup. In 1896 he was the first human to demonstrate a “public transmission of wireless signals.”

This dude invented the radio.

Shortly after his little demonstration in England, morse signals were transmitted across open water.

And, while it would take another 10 years for the radio to reach the general public, it sure didn’t take the creators long to realize they could use it to sell stuff.

The first live broadcast was from an opera performance at the Met and guess what people did after it?

They bought show tickets!

The digital marketing strategy was born.

I bet you’re surprised. I didn’t mention smartphones, apps, Facebook ads or blogs at all.

That’s because digital marketing has nothing to do with the internet.

Definition

As usual, Wikipedia does a crappy job at explaining: Digital marketing is an umbrella term for the targeted, measurable and interactive marketing of products or services using…

Ugh!

Do you see any billboards?

Billboards

Yes, we still see!

But are we really seeing them to get any information?

How many times have you got influenced by the billboard to purchase any product?

The days have gone right!

We either see them on social media or peer groups or somewhere we see the ad on the internet and we end up purchasing the product.

Now the new businesses have stopped spending their money on billboards.

The reason is very simple people are never seeing outside when they are sitting in their cars or buses.

Everyone is busy with their cell phones and even drivers.

Heck, in a world where 9% of all drivers are on the phone one way or the other (texting or calling), at any given moment during daylight hours, how can we think billboards have a future?

If not even the driver is looking at the road anymore, who’s supposed to see those advertisements?

And, that’s not even considering self-driving cars, on which both Apple and Google are working (you know it’s going to happen).

Elon Musk suggests that they’ll be here around 2020.  That’s in only a few years.

That means you don’t have much time to figure out this digital marketing stuff before you can power down your old school printing press and close up shop.

The share of people spending more time using electronic devices is only going up from here.

Digital Marketing Overview

When it comes to digital marketing businesses are reaching people out there with the tools they are using every day.

Let us say people are using social media, emails, video websites in their everyday life then we need to see that when we reach the same with our products and help them make aware then we will get the conversions.

To brief about digital marketing stands on 2 most important pillars i.e. Online Marketing & Offline Marketing.

In this guide, we will be discussing in just brief what are those that consist both online and offline marketing.

Here are those:

1. Search Engine Optimisation

2. Search Engine Marketing

3. Social Media Marketing

4. Content Marketing

5. Pay Per Click Advertising

6. Affiliate Marketing

7. Email Marketing

Unbounce created a great infographic that sums up all kinds of online marketing in one neat chart.

Digital Marketing Infographic

Before we move further let us first understand the above topics in brief.

Search Engine Optimisation

We have a lot of times heard about the terms SEO right.

People talking about SEO on their blogs, YouTube videos, etc.

Do you know how many how blog posts are published every day?

Over 2 Million blog posts are published every day on just WordPress which is over 24 blog posts every second.

That means over 216 blog posts were published until you read the 5 sentences.

When we hear the term SEO it is commonly known the abbreviation for Search Engine Optimisation.

Now SEO includes everything; design, text, and links etc.

The normal how we tell about SEO is:

When someone searches on search engines and we get the results from the websites it is because those websites are SEO optimized.

Now telling from the other way round if we want our website to come on Search Engines Results Page then we need to optimize our website for SEO.

Definition: According to Wikipedia, SEO is “the process of affecting the visibility of a website or a web page in a search engine’s unpaid results.”

Alright, let’s translate that to English. Here’s my go at it:

Search engine optimization (SEO) is the process of optimizing your online content so that a search engine likes to show it as a top result for searches of a certain keyword.

SEO is the magic you have to work on your article in order to make Google very likely to include your post as one of the top results whenever someone searches for that keyword.

Search Engine Marketing

Now earlier we discussed how websites are optimized for SEO so that they can come on the search results page.

In the same way when we want to do advertising on search engines then that is Search Engine Marketing.

Having an organic way of results is often termed as SEO and paid results are from Search Engine Marketing.

Originally called “search engine marketing,” the shorter phrase “search marketing” is now often used as the umbrella term over SEO and SEM.

The longer phrase “search engine marketing” — or SEM — is now typically used to describe paid search activities.

Now there are different search engines where we can start our paid marketing, but as most of the times, people prefer Google to start with.

We can start giving ads on Google on a PPC basis or even display advertising.

Social Media Marketing

Now we have known about SEO & SEM then comes the picture of SMM where we would like to promote our business on Socia Media like Facebook, Instagram, Twitter etc.

Now when we want to promote our business on Social Media there are again either way like an organic promotion or paid promotion.

When we want to start the promotion on social media their different ways in which social media gives us like opening up pages, profiles for businesses etc.

Let us take Facebook as an example where you can start promoting your posts or create new posts to promote them on your Facebook business page.

They give you multiple options to run the campaigns wherein you can choose to Website Clicks, Video Views, Instal Apps, Store Visits etc.

In the same way, even other platforms give you multiple options to choose for doing Social Media Marketing.

Content Marketing

When we tell Content Marketing we think about blogs, articles, stories etc.

But that is not the only case?

It is about the stories we tell.

Content marketing is all about the stories we share and tell the people.

Because content marketing is all about storytelling, and humans have told stories for as long as they could speak. Our attention will always go to those who tell great stories.

Content marketing is the long term strategy that we build with our target audience for strong relationships which in they convert for the services we offer.

Eventually, when customers make a purchase decision, their loyalty already lies with you. They will purchase your product and prefer it over competitors’ options.

In contrast to one-off advertising, content marketing shows that you actually care about your customers.

Pay Per Click Advertising

PPC stands for Pay Per Click advertising wherein whenever clicks on y0ur ads you will be paying the cost for that particular click.

PPC has made huge noise in Search Engine Marketing, wherein it has also made its footprints even in other sites.

PPC actually helps you to send visitors to your site by paying money. Here you are actually giving money to send the visitors to your site and not organically.

Search engine advertising is one of the most popular forms of PPC.

It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering.

Every time a visitor clicks on our ad and goes to our site we pay the amount for the click.

Let us say we will pay around $5 to the click and he ends up purchasing our product worth $500 then we actually made huge profits from it.

So people choose PPC advertisements so that whenever people click on your ad and land to your site you might actually end up selling some or other products.

A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions.

Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks.

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ShareASale has been in business for 18 years, exclusively as an Affiliate Marketing Network. Our technology receives accolades for speed, efficiency, and accuracy – and our reputation as a fair and honest business is well known within the industry.

ShareASale is offering exclusive offers for our clients to start business with its integration.

 

Affiliate Marketing

Without owning any product you will be selling the products and you make commissions out of it.

So here merchants will payout the commission when you give sales to their products.

Now affiliate marketing is done with 3 people into the picture.

Merchant

Affiliator

Customer

Merchant partners or affiliate partners with the merchant to sell his goods on his website or from social media or any other ways without even keeping the goods in stock by directly sending the clients to their website.

So whenever such customers click on the links of the affiliate and end up purchasing the products the affiliate will be receiving the commission.

This is how affiliate marketing works.

Affiliate marketing has grown quickly since its inception.

The e-commerce website, viewed as a marketing toy in the early days of the Internet, became an integrated part of the overall business plan and in some cases grew to a bigger business than the existing offline business.

According to one report, the total sales amount generated through affiliate networks in 2006 was £2.16 billion in the United Kingdom alone.

Email Marketing

Email Marketing one of the oldest mode of digital marketing where it began when there was an innovation of the internet.

People wanted the way out to send receive files and letters electronically and then came the footprint of EMail and till today it has grown into the vast majority of sectors.

People today exchange emails with their IDs and easily get communicated.

But no one had thought that even email can give the opportunity of marketing.

Today's company send emails for promotional offers and even content-rich emails to help people out.

Email marketing has always outperformed in the complete digital marketing sector.

It even costs less than any form of digital marketing.

All you need to do is get people subscribed for your inbox and you can start your email marketing.

On any given day, most of our email inboxes are flooded with a barrage of automated email newsletters that do little else besides giving us another task to do on our commutes to work -- namely, marking them all as unread without reading, or unsubscribing altogether.

But every now and then, we get a newsletter that's so good, not only do we read it, but we click it, share it, and recommend it to our friends.

As we saw above all about those tools and platforms which we use for digital marketing but it does not stop here.

There is also the presence of digital marketing in offline methods.

Yes!

I am serious about it.

Now let us see what are those different types of offline digital marketing tools and platforms we can use it.

You will be seeing all those 4 important categories of offline digital marketing concepts.

1. Digital Device Marketing

Let us say you visit a restaurant and you see bearer coming up with a tab in the hand and will take your orders.

When you ask me when I visit the restaurants I see that they keep the tabs on the tables and we can browse different types of cuisines of that restaurant and we can order them with the tab.

It does not stop there as soon as we order we get the notification saying what will be the estimated time to deliver our food and then tell us to have fun with different types TV shows or enjoy our own music.

So here when we are using their tabs they are showing the last stories of their past customers who have given feedback about the restaurant and the recommendations given by the people for particular cuisines.

Now when we see all this on the tab we get more engaged with the restaurant and will be interested to know more about the restaurant.

So this is the way how restaurants are making use of digital tools to provide enhanced digital consumer experience.

This can also be seen even in malls or even while shopping markets where they give you the digital devices to find out your goods easily or to navigate yourself to that section of the mall.

What do you see when you walk into an Apple Store these days?

People leaning over iPads, MacBooks, and iPhones.

If you have any type of electronic product, any product demo is an important part of your digital marketing strategy.

Then next comes is Radio Marketing.

2. Radio Marketing

Don't worry Radio isn't dead. When I talk about Radio Marketing as I have said about it even earlier it is about all on audio but still, there are more than 75% of people yet listening to radio jingles.

That is why it has not yet shut off.

People when they are ready to listen to different radio stations then there is also an opportunity for businesses to have the presence on it.

Over 100 years have passed since that original first live broadcast of the opera performance at the Met and guess what – radio is still here.

Since radio did fairly well in transitioning to the internet, it hasn’t taken as big of a hit as TV.  And, even old school radio still matters.

Recently, internet radio made a good move, doing what most podcasts do: advertise at the beginning of shows.

Listen to some recordings here.

Then comes is TV Marketing.

3. TV Marketing

There are still billions of people who are watching television and still, they are untargeted audience ads.

Now let us say they put an ad for the person who has a big appetite at the age of 23 and ad diet plan.

Now it might be targeted but most of the times it is untargeted.

This is what happens most of the times with TV ads.

Every year companies spend more than $4Billion on TV marketing.

That is how it is growing even after Netflix watch has grown but still people want to watch the series when it is not available on Netflix.

So still it does not mean that TV marketing has shut down it still has its own place of marketing.

Now when we see that still, people are watching the television big brands want to have the presence on it.

But personally believe that there is going to be a huge decrease in the TV marketing.

Then comes is phone marketing.

4. Phone Marketing

We laready have some knowledge that how businesses are using phone marketing.

We till today get messages from companies of their promotions.

We call it Bulk SMS where they send SMS to our phones or even MMS or called as MultiMedia Service where they send the promotional images.

Calling & Texting

We laready know that calling and texting are killing the marketing services where we can directly communicate with our customers.

Most of the times it is cold calling or cold messaging.

Till today companies have not stopped doing it.

While at roughly 3 sales per day (marketers call 52 people a day, on average, with about 17 calls until they find a buyer), it doesn’t have the scalability of social media or email, it’s still a valid approach to marketing.

The tactic works, but doesn’t scale very well when selling to end customers (B2C) and making contact before trying to sell helps to close the deal (especially in B2B, which is all about connections).

Conclusion

So this was the complete scoop of digital marketing on how it has evolved from traditional to the digital world.

Today everyone having their smart devices in their hands they are in tact with technology and still many people joining the move.

So seeing to this businesses are taking their presence in the digital world.

Of course, no one can afford to miss out on the opportunities of the web and, eventually, every marketer will have to master online marketing.

Here’s the breakdown of digital marketing again:

Online marketing

  1. Search engine optimization (SEO)
  2. Search engine marketing (SEM)
  3. Content marketing
  4. Social Media Marketing (SMM)
  5. Pay-per-click advertising (PPC)
  6. Affiliate marketing
  7. Email marketing

Offline marketing

  1. Enhanced offline marketing
    1. Electronic billboards
    2. Digital product demos
    3. Digital product samples
  2. Radio marketing
    1. Radio commercials
    2. Show sponsoring
  3. TV marketing
    1. TV commercials
    2. Tele-shopping
    3. Super Bowl commercials
  4. Phone marketing
    1. Cold calling
    2. Text message marketing (giveaways, coupons, loyalty programs)
    3. QR codes

I hope this guide has helped you a lot.

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About Anish Kokani

Anish Kokani

I'm passionate about helping people grow their Businesses in terms of Sales, Revenue and Traffic using Traditional as well as Digital Marketing. Till today, I've helped several businesses grow at the rate of 300% and much more.

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