Basic Concept of Digital Marketing

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Now a days near about almost 4.97 billion people were active internet users as of July 2020, encompassing 59 percent of the global population.

Source -internet world stats (https://www.internetworldstats.com/stats.htm)

With how accessible the internet is Today; would you believe me if I told you the number of people who go online every day is still increasing?

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

In this article I am going to talk about basic concepts of digital marketing, type of digital marketing, scope of digital marketing and challenges of digital marketing.

You can also visit to my YouTube channel- https://youtu.be/glE08t6R0mc


What is Digital marketing?

 Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.

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

While modern day digital marketing is an enormous system of channels to which marketers simply must onboard their brands, advertising online is much more complex than the channels alone. To achieve the true potential of digital marketing, marketers must dig deep into today’s vast and intricate cross-channel world to discover strategies that make an impact through engagement marketing.


“Digital is at the core of everything in marketing today—it has gone from ‘one of the things marketing does’ to ‘THE thing that marketing does.’”

– Sanjay Dholakia, Former Chief Marketing Officer, Marketo


Why digital marketing?

While traditional marketing might exist in print ads, phone communication, or physical marketing, digital marketing can occur electronically and online.

This means that there are far more possibilities for brands to reach customers, including email, video, social media, and search engines.

Each company will have different specific goals in mind, but most are trying to achieve growth by reaching more consumers and convincing them to purchase.

To do this effectively, you must take advantage of all the most valuable marketing resources and technologies, and in the modern world, the internet tops that list.

This makes every business in need of digital marketing. It’s necessary you understand the benefits of digital marketing for businesses, which include:

  1. Affordability

Digital marketing is considerably less expensive than other marketing methods. Specific prices vary based on what you’re doing but ad spend tends to be lower than other forms of marketing.

  1. Mobile Access

You may know this about most of adults own a smartphone and are likely to use that smartphone or another mobile device for news, social networking, and countless other activities. Digital marketing helps you reach them while they’re doing this. With remarketing ads, email and text marketing, and social media – you can be in front of your audience while they use many different apps on their mobile phones.

  1. Flexibility

There are many forms and uses of high-quality digital marketing, including banner ads, email marketing, content marketing, and social media posts. Thus, by learning how to creatively market yourself digitally, you open up a wide range of possibilities for future publicity strategies. With digital marketing, you also have the flexibility of testing and stopping poorly performing campaigns in real time.

  1. Multimedia

Customers tend to engage more with marketing materials that combine multiple types of content, including photos, video clips, and audio. It is far easier to incorporate all these content types into digital marketing than any other type of publicity – and it is very important.

  1. Influencer Engagement

Many of the most influential figures in modern culture promote themselves online or through social media. Digital marketing allows you to engage with these influencers and gain their respect. If you play your cards right, you can get them to endorse you, leading their followers to become customers and spread brand awareness.


Types of Digital Marketing


Digital Marketing is divided majorly into 7 types. Here is the list of various types of digital marketing you should be aware of:


  1. Search Engine Optimization (SEO)
  2. Search engine marketing (SEM)
  3. Content marketing
  4. Social Media Marketing (SMM)
  5. Pay Per Click (PPC)
  6. Influencer/ Affiliate Marketing
  7. Email marketing
  1. Search Engine Optimization (SEO)

SEO stands for “search engine optimization.” 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 garner attention and attract prospective and existing customers to your business.


  1. Search engine marketing (SEM)

Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.


  1. Content Marketing

Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.

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.


  1. Social Media Marketing (SMM)

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.

The major social media platforms now are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.

  1. Pay Per Click (PPC)

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.

Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.


  1. Influencer/ Affiliate Marketing

Affiliate marketing is the process of earning a commission by promoting other people’s (or company’s) products.

You find a product you like, promote it to others and earn a piece of the profit for each sale that you make.


  1. Email Marketing

Email marketing is the act of sending a commercial message, typically to a group of people, using email.

In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.

Scope of digital Marketing

Digital marketing is the key to hold an in-demand profession. Apart from these, there is a broad scope of digital marketing as promoting and branding business through digital media is the fastest and reliable mode of marketing to target mass audience.

  1. Social Media Influencers

 Advertisers in all sectors are connecting with social media influencers to help enhance their brands.

This is proving to be an effective digital marketing strategy, largely because consumers tend to believe other consumers rather than the actual companies advertising their products.

Expect more companies in 2020 and beyond to use these influencers to drive sales.


  1. Become a Professional Blogger:

 Many digital marketing professionals choose full time blogging as their career choice. With dedication and hard work, many professionals are not successful bloggers in their chosen niche. Bloggers can generate income with advertising & affiliate marketing strategies.

  1. Earn with Affiliate Marketing & AdSense:

 You can start your blog/website/app in a specific niche of your interest and initially work hard to build traffic & viewers. After generating good traffic, you can make a good income with AdSense & affiliate marketing techniques.

    4. Start Freelancing Services:

 Freelancing is the concept of offering your services to clients on a part-time basis from your home. Sitting at your home you can build your clients globally. Thanks to online websites like fiverr.com, freelancer.com etc. you can start offering your freelancing services.

  1. Start your own agency

 If you have experience in managing a business & have resources, contacts. You can start your own full-time digital marketing agency. With your agency, you can able to build marketing strategies for clients and implement them with digital marketing.

  1. Become a YouTuber:

You can choose to become a full-time YouTuber in a selected niche. You need to focus on the quality of content and building your audience base on YouTube. Once you start getting subscribers and views, you can make money with YouTube monetization.


Digital marketing has become a powerful growth driver; it interacts with every aspect of the business, drives gains at both ends of the sales funnel and provides undeniable business value.

But new technologies and tactics vary in use and impact, creating new challenges for modern marketing and sales leaders.

  1. Targeting the right audience effectively

One of the first and foremost thing that an effective marketer does, is to identify their target audience in the market. With the number of internet users increasing by the day and their needs changing almost every second, targeting the right audience has become one of the biggest challenges for marketers.


  1. Lead generation using social media

When it comes to the various social channels, most businesses and marketers don’t really know how to remain consistent at it.

Most of them feel that it is all about the paid campaigns they are supposed to run for brand awareness and lead generation. Although, both are a constant challenge with the ever-increasing market competition.


  1. Keeping up with the changing trends

The digital market and marketing techniques have changed drastically over the last few years. And it continues to change even today to cater to the modern-day addressable market needs.

Hence, it is important for marketers to stay up to date with all these changes.

  1. Lesser focus on keywords

Keywords were the bread and butter of SEO sometime in the immediate past. You just needed to find the right keywords and use them right and your site could shoot up to the top in the search results—helping you with more exposure and traffic.

  1. Increase security Risk

We have come across cases wherein online security has been compromised.

The news and media keep it afresh. It’s natural since more information is shared online hackers get more incentives to find ways to get through security.

Shopping, bill payment, application submission, order copies, certificates, and other important documents and so much more is stored online for easy access.


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