What is digital marketing? - VRGyani News


Sunday, May 31, 2020

What is digital marketing?

Are you crazy to know what is digital marketing? What are the various types of digital marketing techniques? Why you must use digital marketing for business awareness and lead generation? Here is the answer to all you crazy questions for digital marketing.


Digital Marketing Definition, Explanation 

Digital marketing; also known as internet marketing, online marketing is the field of marketing which makes use of the digital devices and technologies that include Internet, Mobile Devices, Social Media, Search Engines, Email, Affiliate Networks and other Channels to reach out the business prospects and consumers. The internet based technologies such as desktop computers, mobile phones are leverages to promote business products and services in specific area, time and goal. The model of Digital marketing allows all brands and businesses to connect with their target audience across the internet and generate leads through online sales funnel.

It encapsulates all marketing channels and methods not limited to just internet to promote products or services such as TVs, mobile phones and electronic billboards as they also use digital signals for propagating signals. With utilization of multiple channels such as content marketing, influencer marketing, SEO, social media and online advertising; it adds up value to the business and brands marketing strategy.

What is Digital Marketing as per Wikipedia

As per Wikipedia; 

Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'.

Digital marketing is also bifurcated into Direct digital marketing in which marketing is done through an email address, a web browser or a mobile phone number. Nowadays; Online marketing has gained momentum and is also known as internet marketing, web marketing, digital marketing and search engine marketing (SEM).

Internet is gaining popularity with expansion in channels and modes of communication. It has billions of people in outreach thus it is a mass media to leverage for marketing. There are variable options to use between the Web, email and social media when it comes to choosing the Internet marketing strategy that best fits the business needs and goals.

What is meant by Internet Marketing or Online Marketing?

Also called online marketing, Internet Marketing is the process of promoting a business or brand and its products or services over the internet using tools that help drive traffic, leads, and sales. It is aimed at delivering information, brand message regarding any kind of good or service to potential consumers via digital strategies. 

An Internet marketing campaign doesn't have to be comprehensive. Not all campaigns need an email newsletter, a viral video, or a social networking component. Most importantly; Content marketing must be taken care of as it is backbone of digital marketing. It is the process of consistently creating, distributing, and promoting relevant online materials in a result oriented and strategic way.

Online/ Internet Marketing strategies are designed to drive mass attention to businesses on online mediums. These strategies include SEO (search engine optimization), social media marketing, PPC (pay-per-click), sms marketing, content marketing, email marketing and affiliate marketing.

Type of Internet Marketing Techniques

  1. Search Engine Optimization (SEO)
  2. Search Pay Per Click (PPC)
  3. Social Media Optimization (SMO)
  4. Paid Social Media Marketing (SMM)
  5. Email Marketing
  6. SMS Marketing
  7. Content Marketing
  8. Affiliate Marketing
  9. Public Blog Networks (PBN)

Top Digital Marketing Examples in India

Vicks – #TouchOfCare

Vicks India, one of the most trusted Indian brand has been there for decades now. In this year, they launched a very innovative and emotional digital campaign named as #TouchOfCare. Based on a true story, the ad chronicles around the beautiful bond between the orphan girl Gayatri and a transgender woman who adopted her and raised her as her own. 

The campaign won a lot of accolades as it struck a chord with the emotions of its audiences. With the message the campaign conveyed, “everyone has a right to have a family with love and caring bond,” the video gained more than 9.9 million views in a short span of time.

British Airways – Fuelled by Love

A campaign ‘Fuelled by Love’ by British Airways is about the first flight experience of a British Airways’ crew member. It shows how the crew members of the Airlines serves its guests with warmth and love. The campaign had hit the right chord with its tagline “The service is driven by efficiency and purpose; true care is fuelled by only love.”

Along with this campaign, British Airways also announced special offers for their passengers. The campaign also won an award in the USA with more than 5.4 million views.

Dabur - Digital Transformation For the Modern Indian Women

Indians are very traditional people still. Even the youth wants traditional in a very fashionable manner. For 30-40 years, Dabur was using the traditional media and way of marketing since 30-40 years. But they realized that digital would be great for the transformation of the Modern Indian Women. There are more than 80 million women on the internet. 

Dabur can speak to all of them, So it's a perfect fit for digital media to grow the brand faster. As per Krishan Kumar Chutani, the executive vice president of Healthcare and Foods, Dabur India Limited, The main objective of this digital campaign was to become the lighthouse for all Indian brands on a digital medium. 

KKR - Digital Marketing Strategy

The above video by Kolkata Knight Riders-Official is a digital marketing case study to gain more followers all over the world. Kolkata Knight Riders (KKR) is the franchise representing Kolkata in the Indian Premier League, a Twenty20 cricket tournament whose co-owner is Shahrukh Khan. Sourav Ganguly was the team’s Icon Player for the first three seasons.

Bajaj Avenger - #RideYourIndependence

Bajaj Avenger is the most impactful commercial independence day digital marketing campaign 2017 as is among the best marketing campaigns. Bajaj Avengers released their title of communication on the day of independence, “#RideyourIndependence,” which delivers the freedom of our country with women liberation. 

The 1.44 minutes video has a great impact with a powerful message ending from Mahatma Gandhi, “the day women can walk freely on the roads at night, the day we can say that India has achieved independence.” The social media campaign has already clicked by more than 11 million views on YouTube channel, more than 5.7 million views on Facebook Channel, and a great impact on all social media platforms.

Make My Trip -  #DilHaiHindustani

Make My Trip is one of the top-notch travel agency which is also quite popular on social media platforms. This company must be followed by all learners as they keep on introducing creative campaigns and offers especially during festive days.

The online travel company used Independence Day as the major event to target the youth by rewinding the revolutionary efforts for independence.

They came up with the  #DilHaiHindustani which took the odyssey of independence from 1857 to 1947. Mangal Pandey agitation, Jallianwala Bagh massacre, non-cooperation movement, Chandra Sekhar’s Kakori train robbery, and were some people who were featured in it.

Tata Sky – Transferkar Family

As you can judge by the name, the campaign was solely targeted on families. Obviously, the motto of the campaign was to promote Tata Sky’s product/services called Tata Sky+ Transfer. This new product is used to transfer the recorded content from TV to mobile or tablets.

Nivea India - ‘Mom’s Touch

This campaign was dedicated to all the extraordinary and selfless mothers designed especially on Mother’s Day. Nivea’s Mom’s Touch campaign talked about some extraordinary, selfless stories of the mother from all over the country.

The brand asked the audience to share the selfless moment of their mothers by sharing this video over the social media platforms. Their marketing strategy also had a beautiful objective to gain viewership. The brand made a promise that by sharing this video on social media the donation from the brand was done for the girls.

Watch Complete Digital Marketing Course and Learn the Basics of Internet Marketing

Steps to create a result oriented Digital Marketing Strategy

  1. Determine the goals to be achieved through the digital campaign.
  2. Create buyer personas and determine your target audience.
  3. Create your digital presence according to the target audience.
  4. Structure your web property to meet the search guidelines.
  5. Market the website, social media profile, business listing or web property.
  6. Use SEO, SMO and free means of internet marketing to reach audience.
  7. Use paid mode of digital advertising such as PPC, SMM, Display Networks.
  8. Use Analytics to analyse performance in terms of goals.
  9. Analyze the analytics data to know the loopholes in your strategy.
  10. Improve the performance through optimizing strategy according to analytics data.
  11. Repeat performance again and again until you reach your goal.

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