Description

Digital marketing is, advertising delivered through digital channels. It is a type of marketing that utilizes the 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 In India

Digital marketing in India is becoming extremely popular due to cheap data connection and internet reaching the remotest place of the country. As more and more people come online, marketing in the hospitality industry is shifting heavily from traditional marketing to online marketing.

Advantages of digital marketing - Online marketing as several benefits compared to traditional marketing. In this modern digital world, using digital marketing benefits, one can reach a global audience. Having a website allows you to reach new markets. Compared to showing and advertisement to everyone, digital marketing allows specific targetted advertising thus reducing the cost drastically and create more conversions. Using digital strategy it is much easier to influence your target audience.

Hotel marketing has been completely revolutionized by digital marketing. The way customers choose a hotel, won't just depend on the rooms, now it also depends on how much likes, reviews you have and how active you are on social channels. Hotels, Homestays, and resorts now can reach the audience across borders and thus have unlimited potential to tap into global travelers and increase revenue.

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Digital Marketing Scope: As the world moves into the era of 5g and as the world gets more closer to increasing connectivity, more and more people are consuming digital media. Inevitably life will become more dependent on machines and digital devices. Developed countries have already banned roadside hoardings and using physical banners inside cities. The scope of digital marketing is going to be unlimited and eventually, digital marketing will take over all other traditional marketing.

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Fundamentals of digital marketing - As people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent. Employing the fundamentals of digital marketing techniques with the combination of 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, e-books, etc.

Digital marketing for dummies

The organic digital marketing channel includes all website traffic that comes from search engines such as Google, Bing, Yahoo.

People will discover your website when searching for a specific topic or product. If your online store is well optimized, search engines will position it among the top results of search pages. If you want more traffic, invest in search engine optimization (SEO).

The term “organic traffic” is used for referring to the visitors that land on your website as a result of unpaid (“organic”) search results.

Direct: Any traffic where the referrer or source is unknown

Email: Traffic from email marketing that has been properly tagged with an email parameter

Organic: Traffic from search engine results that is earned, not paid

Paid search: Traffic from search engine results that is the result of paid advertising via Google AdWords or another paid search platform

Referral: Traffic that occurs when a user finds you through a site other than a major search engine

Social: Traffic from a social network, such as Facebook, LinkedIn, Twitter, or Instagram

Other: If traffic does not fit into another source or has been tagged as “Other” via a URL parameter, it will be bucketed into “Other” traffic

Diffrent tecqniques in search engine marketing

Search Engine Optimization

Search Engine Optimization or SEO refers to the process of growing your online visibility in non-paid (organic) search engine results. SERPs or search engine results pages appear to users after they search for a given set of keywords using a search engine like Google or Bing. Each user receives an individualized results page based on keywords, the user’s location at the time of searching, and their browsing history.

Organic search results appear in a list and are ranked using the search engine’s algorithm. As users change the way they search and engage with online content, these algorithms change. The higher you rank on a SERP, the more traffic is directed to your site and the more chances of making a passive visitor an active customer.

It includes both On-page and Off-page SEO. On-page SEO refers to the steps you take on your own website to boost your SEO. Off-page refers to the relationships you make and the actions you take outside of your website to fuel SEO.

SEO trends change as algorithms change to fit user needs. In this way, SEO is never about building a website for the sole purpose of ranking high on a list of results. At its core, SEO is about crafting the best possible website for your user. If you stay on top of SEO trends, you’re that much closer to more visibility online and traffic to your site.

Search Engine Marketing

SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines.

Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.

Why Is SEM Important?
With an increasing number of consumers researching and shopping for products online, search engine marketing has become a crucial online marketing strategy for increasing a company’s reach.

In fact, the majority of new visitors to a website find it by performing a query on a search engine.

In search engine marketing, advertisers only pay for impressions that result in visitors, making it an efficient way for a company to spend its marketing dollars. As an added bonus, each visitor incrementally improves the website’s rankings in organic search results.

Since consumers enter search queries with the intent of finding information of a commercial nature, they are in an excellent state of mind to make a purchase, compared to other sites such as social media where users are not explicitly searching for something.

SEM requires search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.

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 (at the moment) are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.

involves creating and sharing content on social media networks in order to achieve your marketing and branding goals. Social media marketing includes activities like posting text and image updates, videos, and and other content that drives audience engagement, as well as paid social media advertising.

Social media marketing can help with a number of goals, such as:

• Improve your online reputation
• Increasing website traffic
• Offer updates about your products and services
• Raising brand awareness
• Creating a brand identity and positive brand association
• Improving communication and interaction with key audiences
• The bigger and more engaged your audience is on social media networks, the easier it will be for you to achieve every other marketing goal on your list!

Content Marketing

Content marketing refers to the practice of delivering a quality piece of content to your users to generate sales and leads. This content can live anywhere online. Tweets, a YouTube video, and blogs on your website all comprise content marketing. Content Marketing works because it melds together exceptional content with other types of digital marketing like SEO and Social Media Marketing.

It 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.

annual research shows the vast majority of marketers are using content marketing. In fact, it is used by many prominent organizations in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.

Some techniques are Blogging:

• Video
• Podcasting
• Infographics
• Email
• Visual content
• Ebooks
• Lead magnets
• Whitepapers
• Slideshare presentations
• Quizzes/tools
• Checklists
• Courses
• Webinars
• Slide decks
• Free apps
• Social media posts

Affiliate Marketing

Affiliate marketing refers to the process of paying for conversions. Think of it like hiring a sales person for your product or service. That affiliate earns a commission. You determine the rate for affiliate marketing. You only pay for conversions. This means there is no upfront cost to affiliate marketing. Many bloggers or e-commerce websites use affiliate marketing.

When you choose to use affiliate marketing ensure that all of your terms and boundaries are discussed beforehand. The affiliate represents your brand, so you want them to carry your brand’s message close to them. Think about the kinds of words you want the affiliate to use. Of course, you need to make the deal work for the affiliate, too.

Influencer Marketing

Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.

Influencer marketing often goes hand-in-hand with two other forms of marketing: social-media marketing and content marketing. Most influencer campaigns have some sort of social-media component, whereby influencers are expected to spread the word through their personal social channels. Many influencer campaigns also carry a content element in which either you create content for the influencers, or they create the content themselves. Though social-media and content marketing often fit inside influencer campaigns, they are not synonymous with influencer marketing.

E-Mail marketing

Email marketing is the highly effective digital marketing strategy of sending emails to prospects and customers. Effective marketing emails convert prospects into customers, and turn one-time buyers into loyal, raving fans.

Mail marketing allows you to target particular groups of customers or even specific individuals. Offering individual customers special birthday deals on merchandise or services is one way to do this. A restaurant might send an email to customers on their birthdays offering 50% off an entree, for instance. This kind of personalization helps a business gradually develop and maintain a relationship with a customer that can lead to increased sales and customer loyalty.

Viral Marketing

Viral marketing refers to a post of some sort that is trendy, funny, or strange enough to garner a massive amount of shares online. Viral marketing causes an enormous spike in website traffic over a short period of time. This is hard to do but the benefits alone make the effort worth your time.

B2C companies stand to gain the most from viral marketing. B2C companies can use social media to reach an enormous audience across all of their active platforms.

Mobile Phone Advertising

Mobile advertising is a type of advertising that appears on mobile devices such as smartphones and tablets that have wireless connections. As a subset of mobile marketing, mobile advertising can take place as text ads via SMS, or banner advertisements that appear embedded in a mobile web site, in downloaded apps or mobile games. Mobile technology used by companies such as Google and Facebook tailors mobile advertisements based on an individual's web browsing history, geographic location, and data collected by shopping habits. Because mobile devices typically have smaller screens than computers or laptops, this form of digital advertising is usually optimized for small displays by being concise.

As mobile devices outnumber television sets now by almost 3 to 1, the chances of a potential customer seeing a mobile ad are greater than that of most other forms of advertising today. One of the popular models in mobile advertising is known as cost per install (CPI), where payment is based on the user installing an app on their mobile device. CPI mobile advertising networks work either as incent or non-incent. In the incent model, the user is given virtual points or rewards to install the game or app.