Digital Marketing

Marketing in the New Age

With the increase in accessibility of the internet, everything is done better online than offline. This also means that with the increase in people’s attention online, the efficacy of things online is much higher than offline. This is also true for marketing and advertising, giving a rise to digital marketing.

Marketing has always been about connecting brands with people in the right time place and time. Since the place has now shifted online, companies also prefer paying more attention to the online audience and capitalise on the same. Let us try to understand what digital marketing is and what are the crucial components of digital marketing.

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What is Digital Marketing?

Digital Marketing is nothing but marketing but on the online space. In this channel, companies attempt to leverage on digital channels like search engines, email, social media, etc. While it sounds very simple, it is much more complex. Companies have to dig deep and analyse when and where to be present in order to engage with the right audience at the right time so as to generate value out of the interaction. This means that the company needs to be present exactly where, (i.e. the channel) the potential customer might look out for information from.

The different channels where customers may look for information on companies, products or services are search engines like Google or Yahoo, social media platforms like Facebook or LinkedIn or the company’s website. In order to ensure that potential customers are able to reach the company on the channels they search, certain components need to be understood and executed well.

Search Engine Optimisation

SEO is the process wherein companies aim to improve not only the quantity but also the quality of website traffic received from search engines. While there are paid channels to get more traffic to the website, SEO tries to get more unpaid traffic, also known as organic traffic. In simple terms, it means trying to understand what people are searching for online and how that can be associated with your brand that offers the required service.

SEO is primarily of two types, on-page SEO and off-page SEO. On page SEO related to the kind and quality of content used on the website, the keywords used and the look and feel of the website. It is key to create engaging content in the form of blogs on the website to share knowledge on topics that may be of use for the potential and existing customer, at the same time using relevant keywords that may be searched by potential customers. On page SEO are in the direct control of the company and can be analysed and changed frequently and the results are also short term as it has to be relevant. Off-page SEO is sometimes out of control and relate to the number of backlinks created from other websites that are talking about your brand. The results of off-page SEO are long term and increase more traffic

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Social Media Optimisation

Social media platforms are not only a place for connecting with friends and family, but also a place to effectively connect with companies. Social media allows companies to connect with their target audience like never before. It helps not only in generating awareness about the product or service sold, but also to give a face to a brand. The kind of content shared on social media must resonate with the beliefs of the company. The idea is not just to talk about the products or service sold, but to create and share content that can add value to the potential customer and educate them.

It involves creating content on platforms like Facebook, Instagram, LinkedIn, YouTube and other social media websites where the target audience is constantly interacting. The idea behind SMO is to interact and engage with the target audience. This involves being present in the right platform. For instance, if your target audience is in the young age bracket, your focus should be on platforms like Instagram and Facebook, however if the target is the 40+ age group, LinkedIn might be a better platform to approach and pay more attention.

Pay Per Click

While SEO and SMO generate organic traffic to your website, there are ways to generate inorganic traffic through paid channels. This helps the company generate traffic when it is unable to do so organically. PPC helps your company come in search engine results above organic results, meaning that PPC gives your website better visibility.

PPC is an internet advertising tool where a company pays a publisher or search engine (say Google or Yahoo!) every time an ad is clicked on to reach the company’s website. This means that as long as the ad is not clicked upon, there is no cost associated to this channel. There are different types of PPC ads, namely, text ads, display ads, shopping ads, video ads, etc. However, in order for the PPC ad to appear on search results, companies have to make compelling and quality ads so the search engine may display it on the results.

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Domain Expertise

Domain expertise in web development, cloud computing and enterprise mobility enables businesses to deliver excellence seamlessly.

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