WHAT IS DIGITAL MARKETING ?
In a simple way, digital marketing is a term used for the marketing of products or services through one or more forms of electronic media. Digital marketing is often referred to as online marketing, internet marketing or web marketing using digital media such as smartphones, tablets, laptops, desktops etc.
“We tend to think that digital marketing involves banner advertising, search engine optimization (SEO) and pay per click. Nevertheless, this is too narrow a definition because digital marketing also includes email, RSS, voice broadcast, fax broadcasting, blogging , Podcasting, video streams, wireless text messaging and instant messaging. Yes, digital marketing has a very wide range
TO INCREASING DIGITAL MARKETING PROCESS
The first and most important phase of Internet marketing is planning the visibility of a business, product or service. We can define visibility how to reach potential customers and let them know who you are. Just be present in front of your customers and let people know that you exist.
So when we talk about visibility in digital marketing, it refers to the marketing we call web / internet, so the web is the place where we market our product.
Taking an example where we will try to find companies that sell “clothing online”
In the figure here inserted we can see that apart from larger and well-known brands like Flipkart, ebay, shopcules, there are other brands that are also promoting their products and engage to the buyers that are present in the online industry too, we can see paytm, koovs, yepme, shopClues etc. All relevant brands come up and become visible as we look for the product we look at in search engines.
2.BRING TARGETED TRAFFIC
- We have understood that visibility to traffic on our website, blog ,landing page, etc. But are we getting potential customers on our website or just traffic?
- For any business to bulid and survive, it is very important to make the audience relevant to the product or services they offer or sell. The non-relevant audience can actually waste the trouble and the resource that they will attract. It is therefore essential to reach these target groups that are relevant to our offers and ultimately convert them as a buyer of what we offer.
- I’m sure you need to ask yourself how we can bring traffic to our website?
- There are several ways to get traffic to your website, but these can be classified into two great ways
1.Inbound Marketing is the form of marketing attraction in which we let our target market reach by searching the web or hearing our message through a certain medium, we can also say that incoming marketing as Organic Traffic can be brought through content marketing / blogs / articles / publications in social media etc.
2.Outbound marketing push form of marketing, we marketers reach to our target / potential audiences, these can be done in different ways, most usual ways is to order online paid promotions & advertising that we use as an in-organic way Traffic.
Research and studies have shown that 95% of all visitors who visit our website are not interested in buying our products or services. Only 5% of visitors are willing to buy or consider their options. If the only thing we do on our site is selling, then we can only convert 5% of our visitors.? Then the question arises, what is the rest of the 95%? How to convert them? The answer is simple and clear to engage them. Commitment makes your visitor make some activities on your site / fan page / blog page or landing page etc; it makes visitors navigate through your website, it is to get people spending time on your site, and commitment is also to bring visitors back to your site.
How to Engage AUDIENCE ?
1. It can be video, we insert video for people to see it and spend time.
2. Freebies, Free Trials and Offers, Downloads
3. Surveys and forums to answer a certain query or provide comments and opinions.
4. Provide quality content to read
5. Create a subscription for new lyrics
conversion is the process of attracting and converting qualified prospects to fill your sales trumpet. there are many types of lead generation campaigns, but the goal is usually the same.?conversion marketing refers to strategies that take clients to take specific measures, mostly conversion to the people who browse your website and buy your product and services
–There are two types of conversions
1.micro conversion -: Any small activity, commitment or work done on your website by visitors such as downloading files, join a mailing list, fill form for registration, visitors create a forum account, add to cart or list of desires, conversion, etc.
2.macro conversion-: It is the final or primary conversion to a website, for example the sale completed on an e-commerce site or a completed lead generation form.
• Compliance with the e-commerce order
• Subscription to paid subscription
Lead / member acquisition conversions
• Compliance with the request (eg, credit card provider or mortgage advisor)
• Member registration (freemium software or social media platform)
• Complete contact form (for websites without electronic commerce)
• Telephone call (directed from websites without electronic commerce)
After successfully converting some of the visitors to the buyer or able to generate leads for the sales funnel, what is important to us is to measure converted visitors or that has to be re-marketed.
Tracking and measuring the performance of your online marketing activities, understanding the behavior of traffic on our website etc., such as the performances of your websites, the demographic or the traffic etc. They are many parameters on which we use the website or websites Activities. Below the figure is a brief glimpse into what we measure.
Some of the online tools help measure these activities
- Google analytics
After understanding the reports and data analysis, it is important to retain buyers who already bought our services or product or retain visitors who visited our website but exist without buying the services or the product. We classify these retention in two ways
We have seen a lot of people go online shopping with a certain budget in mind or it may be simply searching online to buy something, but due to some reason they bounce off the website, this can happen due to price, navigation , search and feel of the website or it may be due to lack of product availability, there may be several other problems because people just visit your website and not buy products or services. But you can afford to lose these visitors, we are not interested in turning them into sales. Of course we convert them.
So there is a term called “Re-Marketing”, re-strategy and re-plan our ideas to grab these visitors and turn them into potential customers or sales. We can check out the same with the above image, there was some xyz guy who visited www.Proflowers.com and was looking to buy something and spend a good amount of time looking for offers, but it does not fit into your pocket, so he left the site and moved. When the company realizes that the xyz is interested in buying their product and was checking prices at all levels. (They obtained this information by checking the analytical reports).
Then launched the same category of product with some offers and discounts, the customer ends up buying. These how they kept their visitors
If you are satisfied to sell your product or services only once to your customers, do not you want them to buy products other than your offer?
Of course, if you do not want a returning business, we have to keep these customers with some other strategies.
So, how can we keep them, we can give them some benefits in terms of coupon, gifts, freebies in return of their feedback, or we can include them with their valuable suggestions and reward them.
This will create a sense of belonging and will thus remain as an ambassador and helps to earn recurring sales.
There are several marketing strategies m, but I will share it in my next blog when we discuss content marketing and internet marketing strategies.
Finally, after understanding the all basic process of digital marketing, what we do, what people want to recommend our product or services or become evangelist / ambassador for it.
So it is of the utmost necessity that people share their views about our offers and recommend and influence others to accept what we offer.
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