The word Digital is related to electronic technology, it is a process to generate, store and process data, while the word Marketing refers to the buying, selling, distributing, and advertising of products or services.
Digital Marketing is one of the strategies of Marketing in which internet and online platforms are used to buy or sell products. Mobile Phones, Social media, Emails, Search Engines, applications of cell phones, etc. are used as platforms to get customers and advertise the product. In other words, marketing is shifted to the digital world as per the demand of time. Digital marketing is considered more customers approaching and attractive than the traditional one.
With the invention of new Technologies living style has been changed drastically. Due to the advancements in the internet and smartphones people, these days have shifted their worlds to a Digital platform. Millions of people are involved in taking benefits of these advancements. The term Digital Marketing was introduced in 1990.
A web was developed in which users could find information about the products as the internet was not widespread among people this strategy did not work well.
The Marketing Era began in 1993 when banner ads were used for the promotion of the products by HotWired. With the introduction of Yahoo and other search engine tools including LookSmart, Alexa, and Hotbot, the roots of digital marketing became deeper. 1998 is considered the golden year for digital marketing due to the fact Google was launched.
Along with Google the introduction of MSN and Yahoo search engine also became the reasons for digital marketing’s growth. With the time other search engines and social media networks were launched, WordPress, LinkedIn, Myspace, Gmail, Facebook all were in public use and provided platforms to marketers for the advertisement and growth of their business.
In 2006 the traffic on a search engine hit the records. MS live, Twitter, and Amazon E-commerce played their role in this regard. More and more services were introduced which became the cause to surpass the traditional marketing.
In 2012 the use of social media was at its peak which appealed to the companies to increase their social budget. Facebook and Myspace were the popular and most used social media sites among people.
The companies took advantage of the situation and used these Social Media platforms to spread their business. In the present days of 2021, the use of the internet is common among people of different classes and Digital Marketers are using the internet and other related services to get customers through this.
Channels or Strategies of Digital Marketing
There are several channels of Digital Marketing, channels are the systems that run through the internet and transmits product information from the producer to the customer through digitally.
Channels are used to facilitate Digital Marketing. To make two ways communication advertisers seek channels that can promote their brands. Each channel applies different strategies, these strategies are evolving. The most commonly used strategies are discussed below.
Paid Search: Paid search also known as PPC- Pay Per Click advertising, as the name suggests refers to paid advertisements. As long as the advertiser pays the ad exists as soon as the advertiser stops paying the ad is removed from the search engine.
We often see ads related to the terms which we type on search engine or Google, similarly, while using mobile apps and YouTube we encounter ads such ads fall into the category of pay per click advertisements. Any amount of money can be spent on such advertisements to promote the brand.
1. Search Engine Optimization
SEO- Search Engine Optimization is similar to the Pay-Per-Click advertisement but in SEO the advertiser does not pay for every click rather the motive of SEO is to get a business rank higher in search results of Google. The high ranking will result in an increase in traffic to the website of the business.
The strategy which SEO Marketers apply is, they research the words and keywords used by visitors to search and use the same words in their content to get more traffic.
To get a high rank on a page takes time and effort. The main goal of SEO is to make the page appear at the top of the search engine. Search engine optimization can be used as a strong tool to change the minds of customers and to make the bond stronger.
Types of SEO
There are three types of Search Engine Optimization (SEO) you need for a comprehensive organic search strategy:
- On-page SEO
- Technical SEO
- Off-page SEO.
On-page SEO depends on the content of your website.
This type of SEO includes:
- Keyword research: Discover the best keywords to target on a page of content to engage the audience.
- Content creation: Posting high-quality content focused on target keywords
- Keyword optimization: Using the target keyword in all the right places and using good Meta tag SEO or etc.
Technical SEO relates to non-content elements of your website.
The types of SEO included in this category relate to:
- Site speed
- Site architecture
- Structured data
Off-page SEO techniques help strengthen the influence and relationship your website has with other websites.
It includes strategies to build a website’s reputation and authority. These factors help search engines see that a website is an ideal search result because it is from a reputable, reliable, trusted source.
2. Social Media Marketing
In Social Media Marketing social media channels such as Facebook, Twitter, LinkedIn, etc. are used for marketing purposes. Posts related to the products are uploaded on social media channels, while online tools are utilized to schedule and automate these posts.
Social Media Marketing is not as easy as managing a regular Facebook or Twitter account, it is much more complicated, it requires strategies, objectives, and tricks to change the viewers into customers. Like Search Engine Optimization, social media marketing is also time taking process which requires a lot of effort but once it is established it is profitable.
Google, Facebook, Bing, Pinterest, Twitter, YouTube, LinkedIn all these social apps are used as the medium to run such advertisements. It is one of the best ways to target the customers because most of the people of the world are using these mediums for certain purposes.
These ads are positioned so well that they are clickable, delivering correct information to the right people at the perfect time. These ads are usually effective and appealing. Some companies spend millions of dollars on achieving the target of advertisement, while some can be benefited by spending only a few dollars.
The promotion and cost of the ad depend on the competition. If there is high competition for the keywords of a particular product or ad it will be more expensive and if there is low competition so it will not cost much. Companies can choose the target of the customers. People all over the world can be the target but only people of a particular geographical area can also be selected as a target.
3. Content Marketing
In Content Marketing, relevant information about the product is shared with the customers. The readers are convinced to become customers. Through content marketing, the customers remain aware of the product. The assets of content marketing can be info graphics, eBooks, blog posts, digital videos, podcasts, etc.
Content Marketing should most importantly offer some incentive to the customer, not simply publicize the brand or attempt to make a deal. Content showcasing is tied in with building a feasible, confiding relationship with your clients that can conceivably prompt numerous deals after some time, not simply making a solitary exchange.
Content Marketing works in advantageous interaction with different sorts of advanced promoting: It is an approach to consolidate SEO search terms into new site content, and the substance made can be shared as online media posts and in email advertising distributions. Taking a gander at the investigation of substance showcasing can inform much about the clients. Content marketing is a drawn-out methodology.
After some time, advertisers develop a library of substances that will keep on carrying clients to the site employing web search tools. Content marketing is beneficial for both marketers as well as clients because the customers remain updated about the products.
we often receive Emails on our Gmail accounts regarding products and their advertisements, this is what we call email marketing in which interested people and customers get Emails from the owners and brands. Email marketing is but not about the spam messages which we receive instead these messages are only sent to target people or customers. Email marketing can be used by advanced marketers to advertise and promote their products, it also informs customers about upcoming events.
To get customers through email channels marketers must send relevant information, coordinate with the customers, be conversational and most importantly win the trust of customers. People for email marketing are targeted through collected data, but email marketing can work only if the receiver opens the email and clicks on the link provided in the email. To make this channel more effective the advertiser must use techniques to get the attention of the reader, they can be convinced by persuading them that they are missing the special offer or deal.
Emails can be personalized to make the receiver feel valuable, similarly, other such strategies can also be applied to make it work in the best way. Email marketing is common and effective one among the channels of marketing.
5. Video Marketing
In video marketing videos are used as the source to provide information about the product. Nowadays YouTube is among the top-rated applications and is also popular among search engines. Videos are created and uploaded on YouTube to get views and aware viewers about the product. Several videos are available on YouTube in which people advertise their products, in Pakistan cosmetics, clothes, curtains and other items are commonly advertised using the platform YouTube.
Like YouTube Facebook and Instagram applications are also used to share these videos and to increase the number of customers through this. Live videos are trending in the present time in which sellers come live with their products and buyers place orders through comments and the rest of the dealing is done on messages.
In this regard the platform TikTok is also used, TikTok videos are famous among people of every age and group, and marketers take advantage of the popularity and advertise their products through these apps. Video marketing can be more successful when integrated with SEO and social media marketing.
6. SMS Messaging
SMS is one of the familiar and common means to carry digital marketing. We usually receive text messages from companies of clothes, shoes, cosmetics, etc in which they share the details of their products, sales, and the arrival of new products are also announced through text messaging. SMS channel is also common among brokers who use this platform to make deals with people by advertising the houses etc. Currently, politicians are also making use of SMS to spread positive information and to make people alert.
During the Corona period, precautionary steps were shared through text messaging to avoid the spread of spread. With the advancement of technology funding and voting is also possible through texting. People can contribute to a campaign by making two-way interactions with the marketer.
7. Mobile Marketing:
We cannot imagine our lives without mobile phones; cell phones have become an essential part of our lives. Either we are moving, sitting, sleeping, talking, or eating we keep our cell phones with us. Due to its common use, it is the greatest medium to reach target customers. The marketers can reach people either through text messages, calls, social media, websites, or other applications of mobile phones.
Besides mobile phone tablets serve the same purpose. People spend hours on their cell phones, during this time they come across many advertisements and promotions on platforms such as YouTube, Facebook, WhatsApp, SMS, and other websites, which are pretty enough to increase the percentage of buyers. As per research, people are now making more online purchases because it is an easier and convenient one.
8. Affiliate Marketing
Affiliate Marketing is paying another person to advance the items and administrations on their website that somebody could be an individual or business. Affiliate marketing includes alluding to an item or administration by sharing it on a blog, web-based media stages, or site. The offshoot acquires a commission each time somebody makes a buy through the connection related to their recommendation. Commission rates fluctuate drastically, contingent upon the organization and the offer.
Affiliate promoting is generally safe. Since there’s no expense to join associate projects, one beginning bringing in cash with a setup subsidiary item or administration with no forthright venture. Offshoot promoting additionally can produce moderately easy revenue through commission. Affiliate marketing is based on trust. While there are an interminable number of items or administrations to advance, it’s ideal to just feature those by and by use or would suggest. In any event, when an item interests or fits inside a current pastime, turning into an extraordinary advertiser for that item takes a great deal of work.
Scope of Digital Marketing
In today’s world, we are surrounded by digital assets, all the moves of our lives are connected with technologies and digital development. The excessive use of the internet and marketing through the internet has increased the budget and profit of the business world. According to a research 80% purchase of a developed country is made through Digital marketing. In this Era, one cannot extend his/her business without being involved in digital marketing. The careers of many people are related to digital marketing alone proving that it is a great source of employment.
The creativity and intelligence of people can be showcased through digital marketing. The ads in digital marketing use persuasive techniques which is not possible without being ingenious. People having a technical mind can make the best of it, they can use their potential to earn high. Besides those having specialization in SEO and SEM can get more profits. The work market for computerized experts is that there is tremendous rivalry for gifted ability paying little heed to industry. This implies that people with the correct abilities can haggle for incredible pay rates yet besides land extraordinary advantages and maybe even rewards relying upon their job
During Covid’s duration people were into the digital world due to the interruption of business at the world level. To make the flow intact more people move towards digital marketing. Purchase of clothes, electronics, groceries, and other items was carried through digital marketing. To avoid the risks of Corona markets and other such places were closed but the needs of people around the world were to be fulfilled, in this situation internet provided the platform to purchase the items of choice.
Digital Marketing helps the customers to get their product at the doorstep, avoiding any kind of direct communication. Digital marketing is the way to hold a sought-after calling. Aside from these, there is an expansive extent of computerized showcasing as advancing and marking business through computerized media is the quickest and dependable method of promoting to target the mass crowd. Computerized advertising is the way to hold a popular calling.
Digital marketing is not only widespread in developed countries but it has expanded in underdeveloped countries as well underdeveloped countries like Pakistan are also contributing to the development and growth of digital marketing. The demand if freelancing and content writing has increased much because of its high pay, several programs are also available which guide people for making entry into the digital world.
According to research digital marketing is providing ten times more opportunities than any other earning platforms. Digital marketing is flexible than other fields, there is the number of the domain of digital marketing which can be learned and switched any time. It is also believed that the highest-paid profiles belong to this field, but it requires a lot of effort and patience because it is a time-consuming procedure.
Digital Marketing- A Great Source of Earning
To step into the world of digital marketing you do not need to be a doctorate or have high degrees, digital marketing requires field information, strategies, techniques, and persuasive skills which can be owned by a graduation degree holder or a common person. There are chunks of opportunities available in different forms to take advantage of it. Following are some of the Career options which can be selected as a digital marketer.
- Freelancing: Freelancing provides great opportunities to utilize the skills while sitting at home. Many freelancing websites and applications are providing this service, in which interested people can utilize their writing skills. Freelancers don’t have to do a regular 8 to 9 hours job instead they can select their working hours. A freelancer must learn about all the techniques of freelancing to make a name in this field. There are many freelancers out there who are making hundreds and thousands of dollars through this field.
- Blogging: It is yet another way of earning through digital marketing, in which blogs are posted on different topics. Once the traffic on the website is increased the website becomes applicable for Google AdSense, the ads on blogs add much in earning, and the clicks on the ads bring profit for the blogger. People from different parts of the world utilize this and make money through blogging.
- Entrepreneurship: Through digital marketing, people can establish their own business without anyone’s support, which can be expanded with passing time. In digital marketing it is not necessary to start the business on a large scale at once, intiative can be taken from the smaller level which can be spread. Daraz app and other similar apps can provide a platform to start such a business. People are also using WhatsApp applications for promotion and advertisements of their products. Groups are created in which pictures of the products are shared with relevant information, which becomes the online store for customers to select products of their choice.
The rapid growth of digital marketing is pointing towards the bright future of marketing. Through digital marketing trade has become swift and easy, products across the world are bought and sold increasing the economy of the country which directly contributes to the development of a country. Digital marketing is profitable and beneficial for companies, brands, and common people as well because it provides a platform for earning, promotion, and quality improvement. In the future, it is expected that traditional marketing will be completely surpassed by digital marketing which will change the way of living and marketing completely.