Digital Marketing – The Unconventional Guide 2020

 

“The secret of getting ahead is getting started”

My journey of building this blog started after the lockdown was announced and I had some extra time on my plate to do something productive and learn a skill.

Digital Marketing was the skill that I decided to pursue, as I believe the future lies in Digital and one strong reason was Facebook – JIO deal.

JIO - FACEBOOK DEALFacebook bought a 9.99% stake at JIO for about 44,000 Cr.

Facebook now has become JIO’s largest minority stakeholder.

Wondering why FB invested in JIO?

Do you remember Facebook’s failed attempt in India to make internet free of cost had a lot of retaliation due to net neutrality?

Well, now Facebook has access to 388M Jio customers.

It also shows how important India is for global players.

Jio is already having huge bulk of India data and Jio mart is only Whatsapp based service available in India, if that is empowered by a strong team at Facebook they both can revolutionize the business landscape in India

 

What Is Digital Marketing:

Digital marketing is that part 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 Importancec

 

In simpler words, Digital marketing is any form of marketing of products or services through electronic medium to targeted customers and businesses.

 

Evolution of Digital Marketing:

You can always go ahead and read about the history and evolution of Digital marketing on Wikipedia, here I will just give you a timeline of important events that shaped the overall environment which enables digital marketing.

  • First-time use of the term ‘digital marketing’ – 1990
  • Launch of the first search engine: Archie – 1990
  • First Clickable web-ad banner – 1994
  • Launch of Yahoo – 1995
  • First e-commerce transaction over Netmarket -1994
  • Launch of first social media site: SixDegrees.com – 1997
  • Birth of Google – 1998
  • Launch of Microsoft’s web search engine – 1998
  • First mobile marketing campaign by Universal Music – 2001
  • Launch of LinkedIn – 2003
  • Launch of WordPress – 2003
  • Gmail launched – 2004
  • Launch of Facebook – 2004
  • Launch of YouTube – 2005
  • Launch of Twitter – 2006
  • Launch of Flipkart in India -2007
  • Launch of WhatsApp – 2009
  • Launch of Instagram – 2010
  • Launch of Snapchat – 2011
  • Amazon launches in India- 2013
  • Launch of Facebook messenger app – 2014
  • LinkedIn features tailored ads – 2014
  • Mobile usage surpasses desktop browser traffic – 2014
  • Rise of content marketing – 2015

2020s Digital marketing is now at its peak. Businesses need to make sure they have a good hold of current practices and trends in digital marketing. From Social media marketing, Paid ads, SEO, and artificial intelligence — 2020 will be a game-changer in the online sphere.

 

Why digital marketing is important:

Network Marketing Reach

The fundamental property of the internet more than any other single thing is it connects every human to each other human on the planet. You can now reach everyone.

Whether it’s by emailing them personally, by reaching them out on the many social media platforms or by just creating a blog and pouring out your valuable thoughts

One of the main features is that it is an interconnected networking tool that helps you reach out to your target audience no matter where they are located.

For example, if you look at the OOH hoarding which we pass many times on highways is a traditional way of marketing. But that was limited to only a local area where it is placed.

 

Now times have changed, if you are tech-savvy and read about Tesla, Apple, and Google. They are coming up with cars that can auto-drive with full inbuilt video/gaming systems which again will leave very little scope for us to have a look outside our windows to check the hoarding.

If not even the driver is looking at the road anymore, who’s supposed to see those advertisements?

As society is moving towards an online revolution the screen time is increasing exponentially.

Do you remember when was the last time you actually went through the advertorial part of the newspaper?

The Internet allows you to scale your reach and Digital Marketing makes it possible for you.

The key is being able to reach them.

So, whatever niche obsession you have, the internet allows you to scale. Now that’s not to say that what you build will be the next Facebook or reach billions of users, but if you just want to reach 50,000 passionate people like you, there’s an audience out there for you.

So the beauty of this is that we have 7 billion human beings on the planet. Everyone is completely different. You’ll never meet any two people who are even vaguely like each other, that can substitute for each other.

People are completely unique, And it’s that diversity that becomes a creative superpower. So, each person can be creatively superb at their own unique thing.

But before, it didn’t matter. Because if you were living in a little fishing village in India, like your fishing village didn’t necessarily need your unique skill, and you had to conform to just a few jobs that were available. But now today you can be completely unique.

You can go out on the internet, and you can find your audience. And you can build a business, and create a product, and build wealth, and make people happy just uniquely expressing yourself through the internet.

Find your Customer

 

Successful marketers put the consumer at the center of the value chain by aligning people, processes, and technology to improve customer service.

“Deliver the right product to the right location at the right time to maintain the loyalty of your consumers.”

That my friend is the power of Digital Marketing, it makes you reach and scale your obsession.

 

Modules of Digital Marketing:

To become a true digital marketer, you should be able to conduct high-quality digital marketing campaigns to help build brands from scratch. And, to do so, you need to know how to leverage all the modules that I will enlist below. And, if you want to become a specialist in one of those skills, you need to go deeper into it and master it.

 

Content Marketing:

Content Marketing

According to Seth Godin, Content Marketing is the only marketing that remains. It has gained more traction as more and more businesses are starting to realize the importance of it. And it is because the ads are becoming inefficient each day.

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

It is only when you deliver quality content to people that they resonate well with your brand. It is a process which helps marketer grab customers early in the process of buying cycle.

 

 

Search Engine Optimization (SEO):

SEOThis is the method of optimizing your web site to “rank” higher in program results pages, thereby increasing the number of organic traffic your web site receives.

Google has more than 200 algorithms that keep on changing and no one even knows exactly what these algorithms actually are, so it is very difficult to predict and execute the exact strategy. Even if you are lucky enough to crack the code, Google changes its algorithms so often that you might find it in one moment and it will stand useless in another.

SEO strategies involve on-page and off-page SEO, which is again a very long topic to cover in this post, but keyword research, URL optimization, backlink building are a few key terms.

 

Social Media Marketing:

Social Media Marketing

 

SMM is used to promote your product and your content on social media channels to leverage awareness, drive traffic, and generate leads for your business. You also need to crack the code to create engagement around your posts; the right time and right platform can be game-changer for any business.

Also as the organic reach on almost all the platforms is literally dead you need to run paid ads on social media to reach the right audience and create engagement. Facebook is one such social media platform that is very dynamic and has its own analytics which can give you exact data on how people are interacting with your content and how you can further improvise on your strategy.

 

 

 

Pay-Per-Click (PPC):

Pay Per Click

 

Ranking on top organically on any search engine today is quite a task, even after executing SEO you might not end up ranking at the top as there are many rules of the game that needs to be taken care of. PPC could be a methodology of driving traffic to your web site by paying a publisher each time your ad is clicked.

One of the foremost common varieties of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Along with the Google search page, you can also leverage their partner network and promote your ads on all the partner platforms which can give you added advantage in terms of visibility and brand consideration.

 

 

Marketing Automation:

Marketing Automation

 

Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually. It helps improve the productivity of the person who is handling the business.

Marketing automation is a technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically.

You might have received a mail when you subscribed to my blog, that again was not done by me personally but it was automated using different plugins and automation software.

 

 

 

Email Marketing:

Email Marketing

 

Email marketing is very crucial for any business; people might tell you that email marketing is dead. But the thing is they would not be implementing it correctly. Today any business needs to create content and build up their email list, they need to build a funnel around this list which will nurture them and engage them in the entire journey till they make a purchase and a repeat purchase.

Email marketing if done correctly can boost your business as the people who have subscribed to your mailing list are genuinely interested in your product/ service. Also, we should remember that the cost of acquiring a new customer is 5x times higher than nurturing the existing customer.

 

 

 

Integrated Digital Marketing Strategy:

If you have read till here, now you understand how each and every module plays, an important role in shaping the digital marketing sphere. It is only when you learn to use all the channels in tandem with each other will you get the desired result.

Today nothing can work in isolation or there is no one way to succeed, you need to experiment and build your own strategy to win.

Integrated Digital Marketing is the art and craft of using all the digital marketing methods available today in such a way that each and every module utilizes the strengths of other modules and gives an optimum result with a minimum of efforts, and cost.

Investing your time and effort to build an integrated digital marketing strategy for your client or your business is like sowing the seeds which will magically multiply the effectiveness of each component in it.

It is like a compounding effect; if today one channel is giving 1x result tomorrow if you use 2 -3 modules of digital marketing together you might get 10x results with the same amount of effort.

The above integrated digital marketing process effectively utilizes all the digital marketing technologies available today and in such a way that the strengths of each method are used in the most effective manner.

 

Bottom Line:

Guide to Digital MArketing

 

Digital marketing hasn’t just changed the way marketing was done. It has improved it. With the least resources and time on hand, you can get far better results.

Digital marketing is marketing with calculative results. In addition to all of the benefits we’ve discussed throughout this article, you can also track the results of your digital marketing efforts with incredible accuracy, which means it is easy to see which strategies are producing profitable results and which ones need some work.

That’s the scope of digital marketing. As you can see, the internet is, by far, the best place for marketers to gather success, even today. And they have to work even harder to leverage these opportunities.

 

I hope this guide expanded your view a bit and showed you that digital marketing is more than Facebook ads and search engine ads.

Will you use any of these tactics in your business?

Let me know your biggest takeaways in the comments.

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