Understanding digital marketing

Strategies for online success

Dishek J. J. Mankad

• Publisher: BPB Publications
• Year: 2018
• ISBN:
  9789387284258
• Topic: Business
• Subtopic: Digital Marketing
• Index: Business

Basic guide to learn digital media platform. Key Features

• Learn the concept of marketing in the Digital Era
• Understand the role of the online consumer followed by CRM strategies which organizations can use with the help of the digital medium
• Know the Online Tools for Marketing, various Web tools for building consumer engagement
• Book explains steps to generate the lead for your business

Description
The book discusses various digital media and analyses how the field of marketing can benefit from them. This book is divided into 15 chapters. The Chapters includes, marketing in the Digital Era, starts with an overview of e-marketing followed by the online marketing mix in the digital framework. It then discusses the role of the online consumer followed by CRM strategies that organizations can use with the help of the digital medium to retain and grow customer relationship. Business Drivers in the Virtual World, deals with the realm of social media followed by online branding, building traffic, Web business models, and e-commerce.
Online Tools for Marketing, deals with various Web tools for building consumer engagement, content management, campaign management, consumer segmentation, and building market influence. The Contemporary Digital Revolution deals with the world of online co-creation communities and offers in-depth discussion on Social Media marketing, Email Marketing, Online advertising. Apart from that it also includes how to generate the lead for you business, how to perform the mobile web marketing, how to affiliate marketing. What is Ad Sense and how it is worked how to get approved form ad sense. Introductory part of The Web Analytical Tools. As a Manager any one must aware with the creation of the strategy. So, for that I also add the how to create the digital marketing strategy. Finally, The Freelancer work, how to earn money with digital marketing by doing work as a freelancer. Numerous examples, exhibits, and illustrations have been included to help students assimilate the concepts better. What Will You Learn

• Basic concepts of Digital Marketing
• Website Planning & Creation, Search Engine Optimization(SEO)
• PPC Advertising With Google & Optimization
• Google Analytics

Who This Book Is For
Digital Marketing is designed as a textbook for management students specialising in marketing. Table of Contents

• Digital Marketing: An Overview
• Website Planning & Creation
• Search Engine Optimization(SEO)
• PPC Advertising With Google & Optimization
• Google Analytics
• Social Media Marketing
• E – Mail Marketing
• Online Advertising
• Lead Generation For Business
• Mobile Web Marketing
• Affiliate Marketing
• Google Adsense & Blogging
• Digital Marketing – The Web Analytics
• Creating Digital Marketing Strategy
• Marketing Money As Freelancer
• About the Author
  Dishek J. Mankad is a commerce graduate from Saurashtra University, and completed Master's Degree in Computer Application with first class from Hemchandracharya north Gujarat University. He is pursuing Ph.D in Computer Science. He has a 7.5 years of experience in Teaching PG & UG and have good hands on various subject of computer application like BigData, Database Management System, and software engineering.In his previous job, he was serving the duty of placement cell head. He has published many research papers and attend the many international conference, workshop, and seminar and faculty development program.He is associated with international journal of computer science and technology (IJCST) as Member of Editorial board. He believes that a teacher must learn new things and explore the new possibilities because that will helps the students.
  

Chapter 1

Digital Marketing: An Overview

✓	What is digital Marketing?
✓	Importance & Benefits of Digital Marketing.
✓	What Digital Marketing Consist of?
✓	Working of Digital Marketing?

The rapid evolution of information and communication technology – formally called as “digital era” continues to dramatically Change the practice and the strategies of marketing across all industries and businesses. To fully benefit from this ongoing evolution, companies must consider the impact of digital communication and channels in their marketing plans. Consequently, it is becoming increasingly important for professionals to have a structured, synchronized and working knowledge of digital technology’s impact on marketing communications.

In this chapter we are going to spread the light on the overall concept of digital marketing, importance and working of the digital marketing and later in this book we will also discuss the how to work on the digital marketing. Now let us start with the basic function, definitions and core concept of digital marketing.

1.1 What is Digital Marketing: An Overview

Digital marketing’s evolution has been around for some time but some year ago it hasn’t been defined well. Generally, we tend to think about digital marketing is just advertising or banner advertising, SRO and PPC (Pay Per Click).But still as per the wide concept of the this marketing concept this is still too narrow definition, digital marketing also includes e-mail, RSS, voice broadcast, fax broadcast, blogging, video stream, wireless text messaging and instant messaging. Digital Marketing has a very wide scope and concept.

In simple terms, digital marketing is the promotion of products or brands via one or more forms of any electronic media. The Digital marketing is generally referred as online marketing, internet marketing or web marketing.

The digital marketing can be visualized as latest trend and modern era of business practice which involved the marketing of product, services and some valuable information with the latest ideas through the internet and some other reliable and authentic electronic means.

By reviewing some relevant literature, definitions of digital marketing vary author by author. On other hand, one concept via relevant literature, the main obstacles in the literature is the unclear path of dealing with the exact concept and definition of digital marketing. Many time researchers use the terms like Digital Marketing/Internet Marketing/E-Commerce/E-Business as equivalents or different wording which have the same meaning, but actually this is not the correct thing because all are different in their business practice. Let us take an example to make it More clear, Digital Marketing has a wide scope as compared with internet marketing since Internet Marketing only refers to the Internet (i.e. World Wide Web, E-Mails). While the Digital Marketing includes all of that and in addition to that all other E-Marketing tools likes: Intranets, Extranets, and Mobile Phones etc.

➢ Digital Marketing is not?

Let us clearly define that what digital marketing is, well it’s sometimes more easier to start with about what it is not. For example, it does not include traditional forms of marketing like radio, Television, hoardings and print media which do not offer the immediate response feedback report from the consumer.

➢ Why Digital Marketing?

Digital Marketing is a reporting and analytics engine which can be layered within a brand campaign which allows the particular organization or any organization’s specific product brand for monitoring purpose in the real-time and how the campaign is performing, like what is go into be viewed, how often, and other actions like product viewing, interest response rates and purchases response.

✓	Digital Marketing is not only use for the product to be market in global market but it also provide and offer online customer support through 24 X 7 services which makes customer to feel supported and valued for himself.
✓	The vastly use of social media in digital marketing interaction allows the brands to receive both the positive and negative feedback from their valuable customer.
✓	Digital Marketing also provides advantage for brands and their business. It is now very common for consumer to post feedback online through social media sources, blogs, and website about their experience with the specific product or brand. This will help the future customer to make their firm decision (positive/ negative) for purchasing the product(s). Well, many billions of rupees spent on traditional marketing channels is already starting to shift to digital marketing and this will continue to increase the development of internet and digital marketing.

1.2 Importance and Benefits of Digital Marketing:

➢ Strategize with The Valuable Data and Analytics

In the age of information, marketers can analyze the traffic towards the digital media and gathered the information to make the proper plan for creating new marketing strategies. With the help of this information business can get the idea of customer preferences and influence their buying patterns and associations.

➢ Content Performance and Lead Generation

For getting and achieving the specific goals, every business has their relevant and accurate content. This will help the business to generate the lead on social media, by considering the informative and relevant content for the advertising purpose.

➢ Improved Conversion Rates

Digital marketing always build the path for better and efficient interaction with the business targeted audience. To improve the conversion rate digital marketing take rapid action which will help to utilize the lead generation and also improve the business conversion rates with very effective way.

➢ Cost Effective than Traditional Marketing

Traditional marketing takes a lots of money and time to promote the particular brand. Ifany organization or company wants to promote their brand in less cost, then for those we have digital marketing.

➢ Higher Revenue Generations

Digital marketing is vastly used by many companies for better revenue growth. Higher conversion rates can also provide the beneficiary aspects for your business.

➢ Higher ROI from Campaigns

Digital marketing helps to generate the better cost-per-lead. Business owners can earn a better return on their marketing investment

➢ Compete with Large Corporations

By Digital marketing any business can get competitive advantage even a startup or a small or medium scale business. Digital marketing can help to increase the business and work for the growth.

➢ Get Prepared for the “Internet of Things”

In today’s time people are becoming techno savvy, it would be a good to promote business through the digital platform. Technology can help you to connect with target customers at any time anywhere in an effective way.

➢ Earn People’s Trust and Build Brand Reputation

It is important to align brand objectives with consumer interest. Digital marketing can help to build the trust and provide their ordered on accurate and specific time that will help the customers in a convincing way.

➢ Ensure Online Business Survival

Digital marketers can implement the innovative ways to attract the customers. By targeting the right people. Marketers can take necessary steps for the betterment and success of their business.

➢ Know All About Your Competitors

One Thinker say – “Keep your friends close and your enemies closer.” Digital marketing always have competitive analysis. When we are engaged with the digital marketing, we can always ask the experts to look into the competitor’s business strategies online. Which will help you to plan and create new strategies for your business and marketing companying.

➢ Real Time Results

Digital marketing helps you to know how effective your approach has been. By understanding the actual working you will take necessary steps to improvised the results.

➢ Improve Your Outreach

Digital marketing is the best medium to connect any consumer worldwide. By using the widely use marketing strategies business can always be engaging in terms of providing the rapid response to the customer’s queries and feedbacks.

1.3 What Digital Marketing Consist of?

There are lots of misconception which take place about the actual working of digital marketing. Well, actually digital marketing is the online branding of some products/ assets, email marketing, online brochures and beyond all there’s a huge spectrum of tactics and product that fall under the roof of digital marketing. The best digital marketers have a clear picture of how each asset or tactics supports their goals.

Here’s a quick rundown of some of the most common assets and tactics:

➢	Assets ✓ Your website ✓ Blog posts ✓ EBooks and whitepapers ✓ Infographics ✓ Interactive tools ✓ Social media channels (LinkedIn, Facebook ,Twitter, Instagram, etc.) ✓ Earned online coverage (PR, social media, and reviews) ✓ Online brochures and look books ✓ Branding assets (logos, fonts, etc.)

➢

Tactics

Search Engine Optimization (SEO)

The optimization process of the website to higher rank in search engine globally, increases the amount of the organic traffic that any website receives.

✓	Content Marketing Every website has the rele...

Table of contents

• Cover
• Understanding Digital Marketing Strategies for Online Success
• Copyright
• Preface
• Acknowledgement
• Table of Contents
• Chapter 1: Digital Marketing: An Overview
• Chapter 2: Website Planning and Creation
• Chapter 3: Search Engine Optimization
• Chapter 4: PC Advertising with Google & Optimization
• Chapter 5: Google Analytics
• Chapter 6: Social Media Marketing
• Chapter 7: Email Marketing
• Chapter 8: Online Advertising
• Chapter 9: Lead Generation for Business
• Chapter 10: Mobile Web Marketing
• Chapter 11: Affiliate Marketing
• Chapter 12: Google AdSense & Blogging
• Chapter 13: Digital Marketing; The Web Analytics
• Chapter 14: Creating Digital Marketing Strategy
• Chapter 15: Marketing Money As Freelancer