“The future of advertising is the Internet” – Bill Gates
Considered among the smartest men alive, Bill Gates couldn’t have said things more clearly. Digital marketing has taken the field of marketing itself in a direction that many didn’t see coming for some time. The ubiquity of internet devices and the connectivity of social media has made this field an indispensable advertising business today.
At first, this seems like a pretty easy concept. Promoting products and services online through peer-to-peer sharing and other strategies seems simple enough to understand, but notoriously difficult to implement.
Before delving into techniques and strategies, the question is what is digital marketing?
The basics of digital marketing
The commercialization of any product or service in a digital medium is called digital marketing. The medium can be computers, mobile phones, tablets, or even iPods.
There’s a reason this marketing has outperformed traditional advertising. On televisions and billboards, advertising is a one-way street. Customers do not have a platform to communicate with manufacturers and companies. This gap in communication is eliminated by the Internet.
Online platforms that sell products like Amazon and Flipkart rank products based on consumer ratings and allow customers to give detailed reviews on the product in question. This creates a direct line of communication between consumers and manufacturers, as the latter can understand what the former really need.
Strategies and Techniques
As mentioned above, digital marketing may seem straightforward, but it does involve a great deal of planning. Some techniques used by people to increase the online visibility of a website are mentioned below:
1. Search Engine Optimization (SEO): It is a set of guidelines established by search engines that, if followed, result in a website’s higher position in the search engine page rankings (SERPs). These guidelines include factors like keyword density, back-linking, domain authority, etc.
2. Search Engine Marketing (SEM): Although SEO is a subset of SEM, many experts use SEM when talking about paid advertising online. To get higher search engine rankings, companies often buy certain keywords from search engines. SEM deals only with paid results while SEO deals with organic and unpaid results.
3. Social Media Marketing: Seeing a portion of the online audience on social media websites, forming a solid social media marketing plan has become essential to businesses’ digital marketing strategies. Using trending posts and targeting specific groups of people online who might be interested in a product offered by a company are just a few ways to promote products on social media.
The legacy of digital marketing
While the importance of digital media cannot be denied, there will come a time when companies will have to change their approach once again. Marketing is a very dynamic field. Considering the organic nature of the online audience, it’s safe to assume that the tide will turn soon. Whether digital marketing chooses to swim or fall remains to be seen.