Digital Marketing Tutorial

As of 2020, we live in the digitized world where every task is operated online using digital mediums. There is a high demand via online mode rather than the offline mode. Hence, there is a higher reach rate and growth in the business through the internet via digitized applications and websites. Running a business and meeting success growth is not an easy task these days. By using the digitalized platforms, everything seems possible with a high reach rate and customer satisfaction. Many of us get confused about how success comes online. Digital Marketing is one of the marketing components that drive the organization's growth by using the different marketing strategies that make way for several opportunities worldwide. In this tutorial, you will understand the concept of digital marketing, its importance, different modules, job roles and opportunities, tools used along with its applications in the real world, etc.

What is Digital Marketing?

Digital Marketing, also referred to as Online marketing, is a branch of marketing responsible for promoting the business online via the internet, computers, mobile phones, or any digital medium. Digital Marketing is also an approach that meets customer satisfaction with more significant customer interaction and reaches the customer reach rate. The primary goal of digital marketing is to promote the business online by getting the right audience. Hence, it is an interactive and conversion-oriented platform that generates sales and revenue as per the organizational standards.

We see a rapid increase in mobile phone usage, and most of us use digital media for every single work to be done in real-time. Hence, there is a high demand for digital marketing and is considered one of the topmost growing industries worldwide. In traditional times, the products and services were delivered and existing with the same strategies. With the advancements in the technologies and the revolution of new technologies into the market, there is a rapid increase in the marketing sector with an unprecedented change from print media to social media.

Need for digital marketing:

Digital marketing has gained a lot of prominence in the industry. Irrespective of the industry that you are working in, there is a need for digital marketing to grow and expand your business with the positive customer experience and client satisfaction. Digital marketing is all about personalization, which improves customer satisfaction and improves the branding of a product or service. Many of the B2B and B2C companies are now utilizing digital marketing to expand and grow their business by putting up their exposure to the international and national markets, using the strategies, and creating successful campaigns at a lower cost than any other methodologies.

Digital marketing has become popular in a shorter period. Internet is one of the primary sources, which is like a backbone for the digital marketing industry. There would be an expansion of the audience by meeting the client and customer requirements, gaining an insight on how much time they are spending online or the devices they are using, the customer interests, etc. Achieving all this is not a simple job. Digital marketing is one of the approaches that would help achieve all the different capabilities and parts of the customers at a lower cost using conventional methods.
Job roles in digital marketing:

Digital marketing provides an opportunity to individuals through different job roles. Digital marketing is a big subject that includes many different roles and responsibilities to succeed in digital marketing. Let us have a brief review of the different roles and responsibilities of the particular digital marketing position.

1. Digital Marketing executive:

The digital marketing executive is responsible for performing any operations like planning, executing, and optimizing the online marketing efforts. The promotion of the production services is one of the most tedious tasks - and the digital marketing executive is responsible for being a part of the promotion.

Roles and responsibilities:

1. Digital marketing executive is responsible for assisting strategies to build a connection between the customers.
2. Responsible for planning and monitoring your organization's ongoing presence on social media like Facebook, Twitter, etc.
3. Be proactive and provide creative ideas that would help in content marketing and website designing.
4. Involved in maintaining partnerships with the other vendors and media agencies and also collaborate with the designers to improve the User experience and customer experience.
5. Gain insight on the online marketing trends and keep the strategies up-to-date for better progress.

2. SEO analyst:

SEO analyst, is it possible to work with respect to the Search Engine Optimization and the strategies to be followed to optimize the website and track the traffic.

Roles and responsibilities of an SEO analyst:

1. Responsible for performing the keyword research to optimize the given content and identify new opportunities that would come up.
2. Involved in creating and supporting name marketing content utilize the same for social media purposes.
3. Keep a good pace on SEO, social media, search engine, and assist the development and execution of the different strategies in coordination with the Search Engine Optimisation goals.
4. Responsible for administering programs and diagnostic reports based on client projects.
5. Provide recommendations and SEO analysis based on the elements and structure of the website and web pages

3. Social media specialist:

The social media specialist's primary focus is on social media, where he is responsible for creating and publishing the content on all the available social media platforms. This would help us in gaining customer engagement and build the right audience.

Roles and responsibilities of a social media specialist:

1. Responsible for building and executing social media strategies based on the competitive Research and platform determination, messaging, and audience identification.
2. Responsible for editing, generating, publishing, and sharing the content that would help build meaningful connections.
3. Involved in setting up and optimizing the company pages to increase the visibility on social media websites.
4. Responsible for collaborating with the other departments like sales or customer relations to manage the key player's reputation and coordinate the actions accordingly.

4.PPC analyst:

The PPC analyst is responsible for working with Google AdWords, generating the ads, etc.

Roles and responsibilities of PPC analyst:

1. Responsible for performing the research and undergo the test partnership with the PPC vendors to expand the outreach and lower cost for acquisition.
2. Involved in managing and maintaining the updates for the final keyword list.
3. Responsible for monitoring and evaluating the search performance and the search results based on the major search channels.
4. Involved in providing the recommendations and the Strategies for the different types of campaigns, targeting, and keyword opportunities.
5. Using the data modeling concepts in the great management tools to maximize the effectiveness of the campaigns.

5. Content writer:

The content writer is specifically involved in writing the web site's content by performing the research analysis based on business requirements.

Roles and responsibilities of the content writer:

1. Involved in conducting in-depth research based on the topics needed to develop the original content.
2. Editing and polishing the existing content to improve the readability.
3. Responsible for developing the content for articles, blogs, social media sites, company websites, product descriptions, etc.
4. Proofread the content and identify the errors and inconsistencies.
5. Responsible for identifying the customer needs and giving new ideas and recommendations for new content to fix the gaps in the company's current range.

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How do Search Engines work?

Search Engines follow the three step process that includes crawling, indexing, and ranking. Let us get an understanding of each step in the working of search engines.

1. Crawling:

Whenever the user enters a particular query, the search engines browse and search for the internet for the relevant content they are searching for. They will closely monitor the code or content for the given URL that they come across.

2. Indexing:

All the reflecting content will be stored and organized, and index the same. After a page is indexed, then it is approved for display on the search engine results page.

3. Ranking:

Once indexing is done, the results will be ranked based on content quality. This means that the pages will be rank in the order of the most relevant to the least appropriate.

Traditional marketing vs. digital marketing:

There is a drastic change in traditional marketing and digital marketing. In the early 1990s, additional marketing the only marketing technique that was around. Things got changed, and then with the advent of the internet, digital marketing has emerged. The primary difference between traditional marketing and digital marketing is using the marketing medium, which describes meeting the right audience.

Traditional marketing:

Traditional marketing is a type of marketing and brand promotion that will help reach the semi targeted audience using offline Metro advertising like magazines, billboards, newspapers, direct mail like postcards, sMS, phone calls, etc.

Digital marketing:

Digital marketing is a type of marketing that is relatively reliable on the internet, digital media and platforms, and electronic devices.

Let us have a look at some of the essential points that will make up a traditional marketing and digital marketing as a debate:

1. End Goal:

The primary aim of traditional marketing is to boost sales and revenue by utilizing offline advertisements. Digital marketers do not strive hard for sales and revenue and provide value to the customers, which is one of the most important aspects of running a successful business. Digital marketing strives hard to meet customer satisfaction, while traditional marketing does not.

2. Communication:

In traditional marketing, there is only one-way communication. Only the marketers will put forth their ideas and strategies in traditional marketing without any encouragement from the user end. In digital marketing, the primary focus is on customer-brand interaction. These are the things that the customers will connect with the branch and interact with them accordingly through other social media comments, shares, mentions, and testimonials.

3. Data-driven:

Unlike traditional marketing, digital marketing is said to be extremely data-driven. The campaigns and strategies that are included in digital marketing are purely based on real-time data and metrics. With a data-driven strategy, digital marketing will improve the scope for customization to attract more business personas.

What is a Domain name?

A domain name refers to the identity of one or more IP addresses; for example, the domain name google.com points to the IP address "74.125.127.147". Domain names are used so that it is easy to remember a name rather than a long string of numbers. It would always be easy to enter a domain name than a long sequence of numbers in the search bar.
The people need to type in the web address of your website in the browser URL bar to visit your website. In simple terms, let us say that your website is a house, then the domain name will be your address.A domain name should not have or exceed more than sixty-three characters excluding .com, .net, .org, .edu, etc. The minimum length is one character for a domain excluding the extensions. It is entered in the URL after the protocol and subdomain

Modules in digital marketing:

Digital marketing is a vast subject that includes different models that have their own objective goals and responsibilities to be worked on. Let me give you a briefing about every model in digital marketing.

1. Search Engine Optimisation (SEO):

Search Engine Optimisation is referred to as an approach that will help improve your site's structure and content, also involving performing some promotional activities that would help increase the traffic and improve the traffic to the website.

Role of keywords in digital marketing: Keywords in digital marketing refer to the words or the query the user enters when searching for a piece of particular information or a website. Keywords play an essential role in Search Engine Optimization. In simple terms, keywords refer to the topic that the users use in these search queries. Keywords are the backbone that will help drive traffic to the website based on the specific words or phrases that the user uses. He was referred to as a linking between the content provided based on the search engines' search. The keywords could be long-tail keywords and short tail keywords.

Search Engine Optimization, also called SEO in short, is of two types.

1. On-Page Search engine optimization:

On-page SEO includes measures to be followed within the website to improve the traffic and drive the ranking in the search engine results pages. It involves many different website elements like meta tags, technical tags, content quality, internal links, image Optimization, sitemap, etc.

2. Off-Page Search Engine Optimization:

Off-Page SEO is also involved in increasing the traffic, but a little different from the on-Page SEO. Off-Page SEO deals with various factors that have control within the website. The measures that have to be taken within the website, without any control of the website owner, for article submission, form submission, forum posting, etc. Some of the SEO factors that would help optimize the website are guest posting, forum submission, article submission, directory submission, video submissions, image submission, etc.

2. Social media Optimisation:

Social media Optimization is also an approach that would help improve the website's ranking through social media websites like Facebook, Twitter, LinkedIn, Google +, etc. It refers to the approach that will allow the sites to offer an online platform that would help interact with other people and pale social networks worldwide. Every social media platform has come up with different features that will help you drive traffic to the website and promote the business. A few of the social media platforms that help in optimization are Facebook, Twitter, Linkedin, Pinterest, etc.

3.Search Engine Marketing:

Search engine marketing is referred to as an approach different from Search Engine Optimization and social media Optimization. You need to pay the search engines for marketing your product and find it on the search engine results pages. It could be anything like Google. It is referred to as a practice that will help marketing the business through paid advertisements such as pay per click, which will appear on the search engine results page above the organic results.

4. Email marketing:

Email marketing is one of the most common profitable means of marketing that helps send commercial messages to a list of people or a group of people who are the potential customers for your business. It refers to the use of emails for services via email platforms and also helps in building relationships among clients.

5. Affiliate marketing:

Affiliate marketing is also called the type of digital marketing that will help earn a Commission for marketing the products and services of a company or a seller on the website. Here, the affiliate is a person who receives the Commission after selling the product. It establishes the relationship between the publisher, consumer, and advertiser.

6. Content Marketing:

Content marketing is one of the most popular approaches or modules these days. Content marketing involves writing the website's content and publishing the content of the website without any errors or mistakes, and having them linked with the other websites. Internal or external links to the website will help in improving the traffic to the website.

7. Google Analytics:

Google Analytics is a web analytics service offered by Google, which will help track the website traffic and report the website traffic. Google Analytics is free of cost, a software that will help gain the insights and recommendations that will help improve the Strategies and shape the business efficiently.

8. Website designing:

The website of the most important aspect of digital marketing is a representation of your business. All the users or the customers will visit the website and then complete the goal either by placing an order or clicking on the links. Website designing includes designing the website with all the different features available in designing tools like wordpress etc.

9. YouTube marketing:

YouTube marketing is an approach where you target customers, reach the right customer audience by utilizing video options or video ads, etc. This would help in improving the traffic and driving more ranking to your website.

Advantages and disadvantages of digital marketing:

Digital marketing is one of the approaches to benefiting all the sides' businesses by giving access to the mass market at an affordable price. Besides advertising and TV, it helps us and provides personalized marketing, leading to better revenue and sales and the growth and development in the organization or business. It has also come up with advantages and disadvantages.

The main advantage of digital marketing is that you will need a target audience to reach the targets cost-effectively and measurably. Brand loyalty and driving online sales are the other advantages of digital marketing.

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Benefits of Digital marketing:

1. Low cost:

Digital marketing has come up with the plan and targeted digital marketing campaigns that would help reach the right customers at a lower price than traditional marketing methods.

2. Personalization:

If the database is linked to your website, you will be able to personalize and greet the user whenever he visits the website. Based on their purchase analysis or purchase profile, you can refine the customer profile.

3. Openness:

Digital Marketing is involved in social media and management. It also provides a way to build customer loyalty and also create a reputation for easy engagement.

4. Trackable and measurable results:

Digital Marketing also involves measuring online marketing with online metric tools and web analytics to analyze and understand how the campaigns have to be effective. It also helps you obtain detailed information about how customers utilize your website and respond to your advertisements.

5. Improved conversion rates:

If the business holds a website, then the customers will be just a few clicks away to make a purchase. Unlike the other social media that require people to make a phone call, go to a shop, and digital marketing is immediate.

6. Social currency:

Digital marketing helps you engage and manage all the different campaigns using marketing tactics. The content could be image videos of articles that can help gain the social currency that can be passed from one user to user and become viral using the different social media platforms.

Disadvantages of digital marketing:

There are some set of downsides and challenges in the digital marketing field. You need to be aware of these as well:

1. Time consuming: The process of optimizing online advertising campaigns and creating marketing content is a time-consuming process that requires more time. It is also essential to measure the results to ensure a return on investment.

2. Complaints and feedback: All the feedback on the Complaints that are native to the brand's organization will be visible to the audience through the review website or social media websites. It isn't easy to carry out efficient customer service online. However, negative comments will damage the reputation of the brand or business.

3. Skills and training: It is essential for us to ensure that we will have the right knowledge about digital marketing and have the right experience and expertise to carry out the digital marketing with all the required success. We have different tools, platforms, Trends that are changing rapidly, anod we need to be up to date about the latest changes happening.

4. Security and privacy issues: We need to be aware that there are many legal considerations involved in collecting and using customer data for Digital Marketing purposes. We need to ensure that we follow the rules regarding privacy and data protection.

5. High competition: There would be high competition when you try to reach the Global audience with digital marketing. It has become a challenge to stand out from the other competitors and grab your website’s attention.

How to become a digital marketer?

To become a successful digital marketer, you need to have the desired skills that a digital marketer should hold. There are specific roles and responsibilities to be followed, and an individual has to gain expertise in the different aspects of digital marketing to become a digital marketer. Some of the essential skills that are required to become a digital marketer are:
1. An individual should know no or know how to work on WordPress.
2. He or she should have a specific marketing channel expertise.
3. The individual should be responsible for working, executing, and analyzing the different marketing campaigns, and having expertise working on the digital marketing     campaigns.
4. Always have the upper Hand in knowing the latest updates about the technologies.
5. Should have the capabilities and abilities to explain the product and also sell the product.

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Conclusion: 

Digital marketing is one of the booming industries in the current era of Living. This is the only industry that will not lose its importance no matter what changes in the world. There is a high prominence for Digital Marketing, and it would be a great career choice for individuals looking for growth in their career. I would suggest you get trained and certified in digital marketing and grab the available opportunities in the digital marketing field. This would help you in ensuring that you are chosen the right path to develop your career.

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Manikanth
Manikanth
Research Analyst
As a Senior Writer for HKR Trainings, Sai Manikanth has a great understanding of today’s data-driven environment, which includes key aspects such as Business Intelligence and data management. He manages the task of creating great content in the areas of Digital Marketing, Content Management, Project Management & Methodologies, Product Lifecycle Management Tools. Connect with him on LinkedIn and Twitter.