With the current growth in the technology and implementation of ML and AI has really pushing Digital Marketing to grow further. There was a time when technology was not part of your marketing. Now, it has become an integral part of everyday’s life. Since business is getting into multiple dynamics, the introduction of Digital Marketing can help and analyze the business much better and take us to the next level of marketing.
What is Digital Marketing?
Digital Marketing is a method of promoting of product or services using Digital Media Channels. While promoting your product through online, all you need to create Branding, Awareness of the product, Engage or Nurturing with your customer and convert them to your product.
Digital Marketing uses the following techniques/channels to promote their product/services
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Social Media Marketing/Optimization (SMM/SMO)
Web Design, UX & UI Designs
Online Reputation Management (ORM)
It’s good to have a couple of Strategies to implement for your business. Sometimes, if need be, we can use all the channels to implement Digital Marketing Strategies
Objective Of Digital Marketing
Like any other marketing platforms – Traditional Media or Television Based Ads, Digital Marketing also works on the Objectives and Goals of the Product or Service.
If the company is already established and if you want to invest in Digital Marketing then the methodology or approach would be different. If it is a new company and if you want to start building your digital platforms/presence then the approach would be slightly different.
What are the Objectives?
The Objective of any business would be
- Creating a Brand Awareness
- Nurture Your Customer / Engage with them
- Convert /Conversion
Case Study for the Objectives
How did Flipkart use Digital Marketing Channels to promote the services?
Flipkart is an Online platform focusing on B2C business module to help a consumer to buy or experience a large range of product categories. Flipkart started its venture in 2007 and registered its core business in Singapore. They first replicated to the Amazon business module as selling the second-hand books. Later, as they started venturing further they got into an online platform, where Business owners can affiliate/sell their own products through Flipkart platform.
In 2014 India witnessed a game changer through Flipkart. An Online retail platform introduced Big Billion day sale. Which marked a new approach in the entire nation in terms of buying/selling the online products.
By introducing the BBD (Big Billion Day) Flipkart first objective is to make aware of the Brand. Till 2014, Flipkart was selling its product as a second fiddle. A lot of users were not tried online platform to buy/sell products and there was really a big question on the consumer is the company really worth to buy?
2014, October, Flipkart announced Big Billion Day sale and people can buy anything and everything at a cheaper price. Again Bansali brother’s were not aware of the technical issue triggered during the peak hour of purchasing. The internet was unable to handle the traffic, latency issues and many more concerns hit their Online Reputation. In fact, there were a couple of questions/cases filed against Flipkart.
But the business Goal of Brand Awareness established by them to a larger extent.
Nurturing / Customer Engagement
With a lot of up and downs, latency issues and many other factors affected in a larger scale to Flipkart, they were smart enough to hold Customer database and were ready to follow-up with them either through e-mail marketing, Remarketing or Retargeting. This helps them that their registered users were able to get regular updates on the products which they followed or liked or purchased in the last few weeks.
The personalize messages and regular e-Mails and alerts to customer made them go on board to purchase further products, which resulted in Online Reputation and Recommendations to others.
Largely, people visit a lot of websites, but they fail to either engage or convert due to lack of follow-ups, offers, trip-wires, click-baits and other things. However, What leading Digital Marketing Agencies, especially for e-Commerce does is follow-up and follow-through to help them in conversions. Basically, marketing is a Psychology of building the customer base to understand their interest, nurture and convert.
Flipkart more or less has developed the process flow of this to develop and convert their new and existing customer.
Who should do Digital Marketing?
There is a myth that BE, MBA, IIT, IIM, etc., have to do Digital Marketing. I hope that is not the case. That could be a little bit more advantage, as it may help in strategizing your Business much better.
If you look at some of the Bloggers, YouTuber’s and many other platform users, it clearly shows that Digital Marketing does not require any high-level education.
All it needs is
- Good Communication Skills
- Analytical knowledge
- Understanding the business, audience, and the process flow
- Understanding the basic technology
Apart from the above requirements, if you are a
- Marketing Professionals
- Career Switchers
- Business owners
- IT Professionals
- Post Graduate/Graduate or Under-Graduate
Digital Marketing Courses
Digital Marketing course consists of many high level and sub-level topics. It has almost 35+ modules to cover from following High-level topics
- Website design & Structure, Hosting & Domains
- UX & UI Designs
- Marketing Methods, Marketing Strategies
- Case Studies of Successful businesses
- Introduction to Digital Marketing
- Types of Marketing, Difference between Traditional Vs Digital Marketing
- Search Engine, How Search Engine Works
- Keyword research and analysis, tools for keyword research
- Page Rank
- On-page and Off-page factors
- Google updates
- Search Console
- Social Media Marketing & Optimization (FB, Twitter, LinkedIn, YouTube)
- Search Engine Marketing (SEM)
- Campaign Types and Structure
- Bid Strategy
- Analytics & Reporting
- E-mail & Mobile Marketing
- Affiliate & AdSense
- Online Reputation Management & Content Marketing
To summarize Digital Marketing can be done by anyone, but who has the potential to explore more online strategies and analytical skill towards the business.