Modern day marketing of products, solutions & services through various digital media inlcuding the internet, mobile (applications), display boards and other digital media is known as digital marketing.
Evolution of modern technology, particularly the internet, has changed the way companies look at marketing activities. The rapid development and penetration of internet through the late 90s and the early 20s has resulted in a number of companies adopting modern day marketing practices through online advertising and marketing campaigns.
Digital marketing campaigns employ a range internet based technologies inlcuding search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, etc.
Before proceeding to the various channels and forms of digital marketing, let us have a quick look at some of the important terminologies related to digital marketing:
Most used phrases that the audience uses to search for information on google and other search engines are known as keywords.
Most used kewords are the cornerstone in developing website content, optimizing the website for organic results, and bidding on paid advertisements.
Opimizing a webpage to enable it to rank higher on google search engine results pages (SERPs) is known as search engine optimization.
It should be noted that the higher the page ranking the higher the chances of your webpage generating more "organic" traffic and visitors, which would ultimately lead to more business.
Paid traffic refers to any form of paid advertising on search engines that result in the webpage being displayed higher on the search results.
Here, the company (along with its competitors) bids on relevant and most searched keywords in the industry to outrank each other on SERPs. Thus, paid advertising helps companies generate more "inorganic" traffic to their website.
Utilizing the best practices from SEO and PPC for generating more website traffic through organic and inorganic means is known as search engine marketing.
SEM thus encompasses all techniques used to increase organic and inorganic traffic to the website.
Utilizing the power of social media, photo and video sharing platforms and micromessaging services including Linkedin, Twitter, Google+, Facebook, Youtube, etc. is known as social media marketing.
Effectively, it is developing content for, marketing and managing presence on social media platforms to connect with and egnage relevant audience.
The number of times your advert is displayed to the targetted audience when a relevant keyword is searched for is known as ad impression.
The first step in branding for any new company or product is to get the maximum number of impressions for the related audience and searches.
The number of times your advert clicked vi-a-vis the number of times it is displayed is known as click through rate.
CTR is one of the first key indicators of your ad relevance or effectiveness.
The number of times a website visitor takes a relevant action on your webpage is indicated by conversions.
This conversion can be a newsletter signup, submission of a product enquiry, download of a brochure, etc.
In the next blog, we shall discuss more about the various channels and forms of digital marketing.
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