Digital Marketing: A Rising Scope And Hope For Marketing And Promotion

by Ram Tavva, Guest Contributor

Gone are the days when businesses used to only rely on conventional methods of promotion and advertising of their products. Today the entire marketing scenario has changed because of the current advent of digital platforms. Everyone today is connected to one type of social media platform, has mobile phones, is connected on forums, etc. and this has paved the way for finding new ways to promote one's products and services which can reach a maximum number of people and can also bring in a better return on investment. This is where digital marketing has become so handy for organizations.
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About digital marketing
The central pillar of digital marketing is the internet and every device that is connected online. Digital marketing uses digital and online tools to create marketing campaigns that can effectively reach a maximum number of targeted audience and customers. Using digital marketing tools, the marketing groups are trying to connect to the customers on a global basis and are also trying to understand what they want and how they are reacting to certain products and services.

Today the digital marketers are using various paid and free channels to reach their marketing goals and are designing new campaigns which can help one reach their target. One can say that digital marketing as a field is a vast one and it requires practice and in-depth knowledge to understand and utilize it. This is the reason why digital marketing has become a mainstream career option for many with the help of various digital marketing courses.

Components of digital marketing
Like mentioned before, digital marketing is a field which is vast and is like an umbrella which has many components under it. Some of these components are:

1. Content marketing
One can create brand awareness and can also increase online traffic by posting the right kind of content online which will ultimately lead to customer attraction and retention. There are various ways one can reach the customers by posting blog posts, infographics, and even Ebooks.

2. Search engine optimization
Getting a higher rank of one's website is one of the most important things in digital marketing as it allows them to create more organic traffic. For having higher ranks of their website, one needs to pay attention to the search engine optimization techniques like on page SEO using the proper keywords, off page SEO using keywords and backlinks, and technical SEO which is for optimization of the website by using baking tools.

3. Email marketing
Companies tend to use email marketing as their technique to reach new customers as well as their existing customers to make them aware of new offers, services, discounts, events, etc. The companies use welcome emails, blog subscription emails, promotional emails, etc. to their email list.

4. Social media marketing
Using various social media platforms like Facebook, Twitter, LinkedIn, Pinterest, Instagram, etc., one can try to increase the awareness of the brand, products, and services they offer. Today, this is an effective way of campaigning because the crowd on these platforms has been increasing at a rapid rate. 

5. Affiliate marketing
In this form of digital marketing, businesses tend to commission another party to promote their services and products on their website or blog.  This can be through video ads on one's YouTube channel, or an affiliate link posting from social media accounts.

6. Pay-per-click
This is a paid version of the advertisement where one can post ads on other platforms and websites and then pay them for every time their ads have been clicked. Some of the common PPC tools are Google ads, sponsored ads on LinkedIn, social media ads, etc.

7. Online PR
This is like conventional PR only, but with the help of digital media. One can secure online coverage from social media, blogs, etc. A PR person can reach through social media and can also ask for reviews and comments on blogs and posts.

Importance of digital marketing
It is seen that digital marketing has many tools and techniques that can be used to give an upward push to one's traditional marketing strategies. A good digital marketing campaign can bring in many advantages like:

• Research: One can use various analytical tools to find out what people want and how they are spending their money.
• Targeting: Segmenting and targeting the right customer is very important in marketing and with the help of digital marketing tools, one can segregate the traffic. 
• Personalize: Through email and social media marketing, one can approach the customers in a personalized way providing them with what they want.
• Easy adaptation:  You can start small and then easily optimize the campaign size and outflow according to traffic and income.
• Better profit: Digital marketing campaigns tend to cost lesser than the traditional ones and one can also get great returns from it as well which means the return on investment is larger and better.

Roles in digital marketing
Today digital marketing is performed across all platforms and all kinds of industries in various products and services. This is the reason why the number of digital marketing roles is on the rise as well. Some of the positions that one can achieve are: 

• SEO manager: They are responsible for optimizing the campaign, according to changing the algorithm of the search engine. They need to have proper technical knowledge about SEO with content development skills.  
• Content manager: These are people who are responsible for creating new and fresh content which is engaging, informative and promoting in nature.   
• Social media manager: They are responsible for social media campaigns and to find new avenues to publish the content on various social media platforms.  
• Digital marketing executive: These executives are the planners and are known for strategizing the campaigns using various digital marketing tools and platforms.  
• Conversion rate optimizer: They are responsible for lead generation and to keep an eye on various campaigns and how they are faring using statistical methods and calculations.

Benefits of a digital marketing course
Digital marketing course has become so popular recently that many are joining the army of digital marketers and strategists. For this, many young professionals are taking courses and certifications. Some of the benefits of learning digital marketing are:

• One can have a wider variety of roles and responsibilities in this field.
• The pay scale in the field is also more enticing and higher because of its high demand in the market.
• One can have their own career and can start their own business.
• One can demonstrate their creativity and even become more popular with good marketing and high-end content. 

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Author Bio:

Senior Data Scientist and Alumnus of IIM- C (Indian Institute of Management - Kolkata) with over 25 years of professional experience Specialized in Data Science, Artificial Intelligence, and Machine Learning. PMP Certified. ITIL Expert certified APMG, PEOPLECERT and EXIN Accredited. Trainer for all modules of ITIL till Expert Trained over 3000+ professionals across the globe Currently authoring a book on ITIL "ITIL MADE EASY." Conducted myriad Project management and ITIL Process consulting
engagements in various organizations. Performed maturity assessment, gap analysis and Project management process definition and end to end implementation of Project management best practices.
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