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What is Digital Marketing?

This Content helps you to understand Digital Marketing Concepts.

Digital MarketingDigital Marketing Introduction

What is Digital Marketing?

Digital marketing is an Online marketing which is used to promote products, services, brands, and company through various forms of digital media.

“Digital marketing “is also known as “Online marketing” or “Internet marketing”.

Probably by using Digital Marketing you will be able to distinguish between traditional techniques and digital techniques. For the marketing of products or services, it is important to reach consumer which is done by digital marketing.

Digital Marketing Tools

Digital Marketing Funnel

The marketing funnel visualization for an estimate all of your leads would turn into a customer.

This framework contains 5 different stages that define the lifecycle of a customer.

Following are the stages:Digital Marketing






Stage1: Awareness

Uppermost stage of the funnel is awareness. For any business initial stage is to make people aware of your company, business, product or service. For any company, it is necessary to reach a new audience so for that there are lots of options are available, but few channels are used for effective stage

Stage2: Consideration

After awareness leads to get converted into marketing qualified lead. The customer now shows interest and considering to buy your product and hence marketer needs to give more attention to your product

Stage3: Conversion

Conversion is important in digital marketing funnel because it is the process of actually converting a stranger to the buyer. Where there are better chances to sell your product.

Stage4: Loyalty

Converting the stranger to the buyer is a big achievement. But now marketers have to retain them as satisfied customers. For that help them when they need and provide satisfied material.

Stage5: Advocacy

One of the most overlooked stages in the marketing funnel is Advocacy. Customer who is satisfied with your service can spread the word to their family, friends, colleagues.


Google Ad Words

It is Google’s own advertising system where advertisers pay to display ads on Google. Ad-words used to reach new customers who are interested in the products or services offered by you. So that it helps to grow their business.

Following are the Types of Ads

  1. Search Ads
  2. Display Ads
  3. Shopping Ads
  4. Video Ads
  5. Apps Ads


Type1: Search Ads

Key search terms (called keywords) entered on search engines are a match in Search advertising.

In addition, Sponsored Search Advertisement can also help to reduce online user search costs.

The accessibility to useful information within a limited time frame may increase. Because of this functionality Sponsored Search Advertisement has become an important element of online users on the Web. An alternative to SEO and SEM is a Search ad

Type2: Display Ads

Display advertising is an online form of advertising which contains a promotional message that appears on other sites or searches engine results pages such as social networks.

Brand awareness and Consumer’s purchase intention are the important factors for any brand promotion.  Display ads can be used to fulfill such factors.

The main purpose of display advertising is to delivered general advertisements and brand messages to site visitors.

Type3: Shopping Ads

To promote online and local inventory, and to increase traffic to your websites and get qualified leads shopping ads can be used by the retailer.

Type4: Video Ads

For several years now videos have been a powerful way to reach out to the consumer.

Products can easily attract to the people through the videos so video advertising shows a positive impact on consumers.

As a result, video advertising has been increasing in popularity.

When properly researched it is observed that video advertising can best to promote rather another static advertisement.

The video advertisement is better option to capture the attention of your product or service and to describe what is your service or product.

Type5:  App(Mobile) Ads

In-app advertising, to show ads to users app developers get paid.


Importance of Keywords

Following are the most used tools to find keyword
1. Keyword planner
2. Ubersuggest
3. Aherf


Types of keywords are

1.Broad match keyword
2.Phrase match keyword
3.Exact match keyword
4.Broad match modifier keyword

  • Broad match keyword

This refereed as broad because it shows the widest result related to your searching keyword, other relevant searches, misspelling, singular or plural forms.

  • Phrase match keyword

Using this setting your ad can appear only when people search exact phrase of your keyword but in the same order mention by you. It can have any other word before or after the phrase.

  • Exact match keyword

Using exact keyword match you can show your ad to the customer only for a specific keyword you are bidding on or closely related variants of your exact keyword.

These ads show people who are searching result that is related to your exact match keyword so you will see a higher click-through rate (CTR).

  • Broad match modifier keyword

Broad modifier keyword is a new Ad-Words feature introduced by Google that is more targeted and can attract more traffic than broad match.

In this type of keyword, you put a plus sign(+) in front of one or more words. From this, the word preceded by a plus sign must appear in the user’s search query.


Search Engine Optimization (SEO)

Search Engine Optimization is the technique used by websites or blog owner to increase traffic of your website.

It ensures that the websites appear top on the list of the result returned by a search engine.

Techniques used in SEO

  • Content quality comes first
  • Page titles and meta descriptions
  • Content SEO
  • Headings and content formatting
  • Images and other multimedia elements
  • URL optimization
  • Internal links
  • External links
  • Page loading speed
  • on-page SEO

Topics covered in SEOdigital marketing

Introduction to SEO

SEO Competition Analysis

Keyword Research

Keyword Finalize

On Page Optimization

Off Page Optimization


On-Page Optimization

In order to rank higher and increase traffic in search engines, web pages optimization is necessary which is done by On-Page SEO.

 Content and HTML source code both are referred in On-page SEO. Off-page SEO refers to links and other external signals.

 Following are the factors considered in on page optimization:

Technical set-up

Quality of your code

Textual and visual content

User-friendliness of your site

These factors help to rank top on the Search Engine Results Pages (SERP).


Off-Page Optimization

The main aim of off-page SEO is to get more links to your site.

Off-page SEO is about link juice and other signals you can give to search engines to convince them about the quality of website and importance of your website.

In general, for ranking a website higher in the search results in some promotion methods needed to use beyond websites design. So off page optimization is necessary for SEO.


A link one website get from another website which make a huge impact on a website’s prominence in search engine results is called backlinks. And this is why they are useful for improving the website’s SEO ranking.


Search Engine Marketing (SEM)

SEM is a form of internet marketing which stands for search engine marketing. SEM includes PPC (pay per click) advertising for the promotion of websites by increasing their visibility in SERP(search engine page result).

PPC stands for pay per click. Advertiser charge only when people click on the ad so this is best value package and the name is pay per click or cost per click.

PPC advertising is also referred as keyword advertising because keyword also plays a role in paid search.

One of the most popular forms of PPC is search engine advertising. You bid on a keyword and based on the bid value your result appears at the top of SERP (Search Engine Result Page).
It is the easiest way to track during the campaign.

Social Media Marketing (SMM)

What is the SMM?

digital marketingSocial media sites like Facebook, twitter, LinkedIn, Instagram are mostly used by everyone to share small things. So the marketing of the product on this sites can be very effective.

Content creating and sharing on social media network is possible using SMM.

Also to spread brand awareness or promote particular products Social media marketing (SMM) refers to techniques that target social networks and applications.

Social Media Marketing goals are:

  1. Improve ROI
  2. Higher quality of sales
  3. Increase product or service awareness

Facebook Marketing

Facebook page is a communication channel to attract customers so Facebook marketing refers to creating and using a Facebook page.

For increasing likes Facebook marketing strategy including a Facebook advertising technique.

Following are the Facebook advertising features: Demographic targeting by Facebook user data on age, location, education, and interests. Use it to share your content with the consumer so you can connect and interact with your consumers.


Email Marketing

You can do a lot of things with emails, like sell products, share important news.

 Basically, email marketing is a kind of sending a commercial message to a group of people, using email.

Email marketing helps you to promote your brand or service and increase sales by connecting with people through emails.

Also develop relationships with potential customers and/or clients is a better email marketing definition.Create a email list.

Then email campaign can send to that addresses related to promotion, discount features or content.

In email marketing, most commonly the company use an electronic email to send a commercial message to a group of people.

Benefits of Email Marketing

The most considerable advantages of email marketing are price and ease.

To advertise your company and its products and/or services emailing is inexpensive.

For small businesses, it is the very accessible type of marketing as it is easy to set up and track a campaign.

 These are the reasons of Email marketing is better as compared to another type of marketing such as YouTube marketing, Facebook marketing, content marketing, Instagram marketing.

An email communication helps to trust your product or services or company and to build customer loyalty is only considered in email marketing.

YouTube Marketing

YouTube marketing is a better channel for video marketing. Because it allows marketers to present unique content which is easy to consume and share with your viewers.

Some of the benefits of YouTube Marketing are

  1. Capturing Attention
    2. Viral Marketing
    3. Multiple Video Marketing Channels
    4. Search Engine Rankings
    5. Social Media Marketing Integration
    6. High Traffic Volumes

Over a billion users are using YouTube. As consumers are increasingly spending more time watching online videos and it has virtually no competitors this is a second most visited website on the entire internet.

That is why marketing on YouTube is effective and ease.

Content Marketing

Content marketing often used by businesses in order to drive profitable customer action and generate leads. For this, it focused on creating and distributing consistent and valuable content.

So basically to stimulate interest in its products or services this type of marketing used which involves the online material (such as videos, blogs, and social media posts) creation and sharing.

To learn all modules in detail visit our Jaksh Institute of Digital Marketing

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This post is written by Trupti Taru