Things you should know before entering the Digital market.

12 min readMay 31, 2021

“Take a risk and keep testing, because what works today won’t work tomorrow, but what worked yesterday may work again.”

Learning is very important in life because it is very useful for your growth. If you are in the field of digital marketing you will often find yourself learning something new and then you will be ahead in your business.

Risk-taking is like testing your strengths. Everyone is a bit afraid of taking risks because there is a risk involved. If you do not take the risk then you will make a big mistake in your life.

Well, when a person wants to go into any field but he has to take some things in advance. I would say that digital marketing is an ocean. Before you jump into such an ocean you need to know whether or not to swim.
Okay now you have made a decision so let’s go into that sea

Today we will learn about some of the important things related to digital marketing.

WHAT IS MARKETING?

Dr Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”

FUNDAMENTALS OF DIGITAL MARKETING

Search Engine Optimization (SEO): This is the process of making your website optimized in a manner that shows up higher in the search engine results and thus increases the amount of traffic that your website gets.
Content Marketing: This involves two things; the creation of content about your products, services or brand and the promotion of that content to generate brand awareness, increase traffic growth and customers.
Inbound Marketing: This type of marketing uses the assets of digital marketing and the theory of push and pull marketing. In inbound marketing, online content is used to attract target customers onto a certain website, or rather; it focuses on pulling customers instead of pushing a message.
Social Media Marketing: This refers to the efforts made to promote your brand or portfolio or even your content on social media platforms. The aim is to increase brand awareness, divert traffic to other places and generate a following that can boost your customer base.
Pay per click (PPC): In this method, traffic is diverted to your website every time an ad is clicked because you have paid a publisher to do so. Google Ads is the most common type of PPC service.
Affiliate Marketing: This type of marketing functions on a commission system so it is performance-based. Participants who generate sales, leads, or traffic to their partner receive a commission for marketing your products or services on your website.
Native Advertising: Native advertising usually refers to advertisements that are focused on the content or open with the content and are present on a platform simultaneously with other content that is non-paid. For example, posts that are sponsored by BuzzFeed are one way to do this but some groups of people also include social media posts as a part of this advertising.
Marketing Automation: Since many actions of marketing have to be repeated continuously such as email, social media, and various website actions — it is better to have these tasks automated. Thus, 15 marketing automation refers to the software that exists to automate these marketing processes.
Email Marketing: A lot of companies use emails to market their products and services or to communicate with their customers. Through emails, content is usually promoted. Discounts and events are made known to divert people toward the company website.
Online Public Relations (PR): This is similar to traditional PR building. The only difference is that this occurs in the online space. So digital marketers will aim to secure earned online coverage with publications, blogs, and other content-based activities.

These are the fundamentals of Digital Marketing that everyone should aware of it. Digital Marketing is vast likely the ocean I have mentioned above. It contains so many modules that are there, every module is unique compare to other modules. Every module is important to receive traffic to your business.

DIGITAL MARKETING VS TRADITIONAL MARKETING

The main difference between digital and traditional marketing is the medium through which an audience encounters a marketing message. While traditional marketing uses traditional media like magazines and newspapers, digital marketing uses digital media, such as social media or websites.

DIGITAL MARKETING DEFINITION:

Digital marketing is a form of direct marketing that links consumers with sellers electronically using interactive technologies like emails, websites, online forums and newsgroups, interactive television, mobile communications etc. It facilitates many-to-many communications due to its high level of connectivity and is usually executed to promote products or services in a timely, relevant, personal and cost-effective manner.

PROS OF DIGITAL MARKETING:

Global reach — a website allows you to find new markets and trade globally for only a small investment.
Lower cost — a properly planned and well-targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.
Trackable, measurable results — measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising.
Personalisation — if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.
Openness — by getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with.
Social currency — digital marketing lets you create engaging campaigns using content marketing tactics. This content (images, videos, articles) can gain social currency-being passed from user to user and becoming viral.
Improved conversion rates — if you have a website, then your customers are only ever a few clicks away from making a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be seamless and immediate.

CONS OF DIGITAL MARKETING:

Skills and training — You will need to ensure that your staff have the right knowledge and expertise to carry out digital marketing with success. Tools, platforms and trends change rapidly and you must keep up-to-date.
Time-consuming — tasks such as optimising online advertising campaigns and creating marketing content can take up a lot of time. It’s important to measure your results to ensure a return on investment.
High competition — while you can reach a global audience with digital marketing, you are also up against the global competition. It can be a challenge to stand out against competitors and to grab attention among the many messages aimed at consumers online.
Complaints and feedback — any negative feedback or criticism of your brand is can be visible to your audience through social media and review websites. Carrying out effective customer service online can be challenging. Negative comments or failure to respond effectively can damage your brand reputation.
Security and privacy issues — there are many legal considerations around collecting and using customer data for digital marketing purposes. Take care to comply with the rules regarding privacy and data protection.

TRADITIONAL MARKETING DEFINITION:

Traditional marketing refers to any kind of marketing where a company initiates the conversation and sends its message out to an audience. Traditional marketing examples include more traditional forms of marketing and advertising such as TV commercials, radio ads, print advertisements like newspaper ads, magazine ads, flyers, brochures, catalogues, tradeshows, cold calls.

PROS OF DIGITAL MARKETING:

Traditional marketing is harder to ignore. You can surround your prospect with your brand, value proposition, message and products via a public multi-media campaign. Mass media — TV, billboards, stadiums, buses — create mass effect and impact. (There is a reason naming rights for stadiums are so high.) Out in public, your potential for brand exposure to the mass market is enormous.
Traditional marketing offers DIY options. Many traditional channels — direct mail, events, personal contact — are easy for your marketing team to execute themselves without the additional cost of an external partner or agency.
Traditional marketing poses a less potential risk for your brand. Offline, you can more easily control your brand and message, as well as how it is displayed. And for some audiences, traditional marketing methods demonstrate the stability and security of the brand.
Traditional marketing is better at reaching certain audiences. Certain key banking customers continue to use traditional media as a primary source of information. CD campaigns, for example, do well in local newspapers.
Traditional marketing, in the form of direct mail, is better able to deliver specific offers for specific people. While email marketing is making strides, direct mail is still the best way to truly target specific people with specific offers. The advantage of direct mail over digital communications is especially strong when you’re targeting existing or former customers.

CONS OF TRADITIONAL MARKETING:

Traditional marketing can be more expensive than digital marketing. This is especially true when you add in the total costs of production and the media buy.
Traditional marketing is often not as measurable as digital marketing. While there are services to estimate TV viewership and billboard drive-bys, they are still estimates. Digital media can pinpoint metrics along the entire marketing funnel, from page landings to click-throughs to purchases.
Traditional marketing can take longer to execute and refine than digital campaigns. Producing a print ad takes time — and rounds of edits. Then once the ad is done, it is done. There is no going back to change colour, font or word. Digital ads, on the other hand, can be tested and edited in real-time to improve their effectiveness.
Traditional marketing doesn’t have the same ability to target and sub-segment as digital. Other than direct mail, most traditional marketing methods cannot and do not offer the same level of segmentation and targeting that can be achieved with digital targeting.
Traditional marketing is gradually losing its audience. When designing your campaign, you have to think about who watches regular TV or reads a newspaper these days. While there are very clear segments of network TV viewership and physical newspaper readers, there is no doubt that paid TV subscriptions and e-readers are changing the way people of all ages consume news and media. Traditional media outlets are learning to adjust for a new generation of consumers, and so must financial marketers.

THE CATT MARKETING FUNNEL & FRAMEWORK:

Wealth = n^CATT

Here n=Niche, C=Content, A=Attention, T=Trust, T=Transaction.

Niche: A niche is a place or position that’s particularly appropriate for someone or something, especially due to being very specific and different from others.

Content: “Content creation” within the context of digital marketing means producing texts, articles, images, videos, recordings or any combination of formats. which offer information or entertainment while meeting specific objectives to attract web traffic and potential clients.

Attention: Attention is the qualitative measure of an advertisement’s effectiveness in arousing interest in a viewer. Attention marketing is a category of online marketing that aims to engage and acquire new customers using SEO, Social media platforms, paid ads and referrals. May the attention gets some leads to your business.

TRUST: Trust is a fundamental aspect of the relationship between a business and its customers. Without trust, people won’t buy into a product or service. Build trust by using marketing techniques to create confidence in a brand is integral to a business’s success online.

Transaction: Transactional marketing is a business strategy that focuses on single, “point of sale” transactions. The emphasis is on maximizing the efficiency and volume of individual sales rather than developing a relationship with the buyer.

INTEGRATED DIGITAL MARKETING

Paid Advertising: Paid advertising is any kind of advertising that you have to pay for, versus owned or earned advertising.

With paid advertising, marketers pay the owner of ad space in exchange for use of that space. The price paid for the ad space is often settled through a bidding process between marketers and the ad space owner.

There are several categories, including pay-per-click (PPC), pay-per-impression (PPI), and display ads.

Email Marketing: Email Marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers by integrating them into your marketing automation efforts. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails.

Content marketing: Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately to drive profitable customer action.

Search Engine Optimization(SEO): In simple terms, it means the process of improving your site to increase its visibility for relevant searches. The better visibility your pages have in search results, the more likely you are to collect attention and attract prospective and existing customers to your business.

Social Media Marketing: Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements.

The major social media platforms are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, Snapchat, Quora etc.

Sell & Convert: Convert the traffic into leads. Those leads are the final potential customers. The customers are going to buy the products online/offline. Sell the products and services online/offline and gets some revenue from the niche.

PERSONAL BRANDING: MASS TRUST BLUEPRINT

Personal branding refers to the process of establishing your public persona for your target audience. It involves carefully and accurately communicating your values, beliefs, goals, and purpose.

Importance of personal branding:

It Helps You Stand out from the Crowd.
It Leads to Opportunities.
It Inspires Trust in Your Audience.
Someone Is Always Going to Be Screening You Online.
Helps you stay focused on how you and your business create value.

The Evolution of a Personal Brand:

Learn: Learning is a new skill through concepts, facts and procedures and acquires new understanding, knowledge, behaviours, skills, values, attitudes, and preferences. The ability to learn is possessed by humans, animals, and some machines.

Work: It is the process of implementing the new skills and practice to understand.

Blog: Write about what you have learned and experienced through your work. It is the platform to deliver valuable content and sharing your thoughts and information with several people. it creates a personal brand for you.

Consult: Now that you have a personal brand through your blog, have work experience and have learned the fundamentals, start consulting other business instead of working for them.

Mentor: Mentor will help you scale your understanding to a whole new level. He is the person who guides you in the way if you don't know the path where you go and how to do it?.

Startup: A small business that has just been started of your own product or service business with the understanding that you have developed about the market, the problem and your own skills.

CONCLUSION: Traditional marketing is to communicate with the people in different ways like T.V’s, Radio’s, Newspapers, Magazines, Hoardings, Banners, Pamphlets etc. Now the world is changed and the customer's mindset is changed, technology is changed these are some changes are lead to create a new way of marketing i.e., Digital Marketing. It is faster, effective, interactive, lesser in cost compare to traditional marketing.

Marketing is created after knowing about the customer so, it is a part of our daily life.

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
(AMA) Board of Directors

NOTE: This article is a part of the Digital Deepak Internship Program.