Digital Marketing is a broad discipline, combined with an overall marketing strategy, that uses technology, applications and social networks to market various products and services as well as engage with partners. Digital Marketing is becoming more popular with marketers as it allows them to track their profit/loss on investments more meticulously as compared to other traditional marketing channels. Over the years, digital marketing has developed in India and it continues to do so.
You require many skills in particular to become a digital marketing professional – like database analytics, customer relationship management, creativity, technical capabilities, an analytical approach and a keen eye for detail. Also, you will need to show creativity in crafting adverts and responding to trends in the data, brand awareness, how social media metrics reflect on other marketing metrics, ensuring that the advert is placed correctly, negotiation, planning and data analysis.
TYPES OF DIGITAL MARKETING
E-mail marketing is one of the earliest forms of digital marketing. It involves sending personalized and targeted messages at the appropriate time. As e-mail marketing has grown, it has become increasingly personalized, with big brands delivering e-mails that are bespoke to each user depending on buying patterns.
Paid Search, PPC or pay-per-click is the management of paid advertisements in the search results. These paid advertisements are typically placed above, or to the right of the search results, and can cost anything depending on the competitiveness of the keyword you’re bidding on. Some terms, such as ‘Eat This and Never Diet Again’ can reach high levels of popularity, so PPC management is all about maximizing your budget for the best return on investment.
Social Media Management isn’t just about sending out tweets – it’s about managing a brand’s image through multiple social websites that may be Twitter or Facebook, Pinterest or Linkedin etc. It is also about combining proactive business development with customers. Social media management has become very useful with greater reporting tools available, and an immense range of social networks.
Online advertising is advertising on other peoples’ websites. For example, buying banner space on a specific website and paying the website owner either based on the number of impressions, or the number of clicks the advertisement receives.
Affiliate marketing can be quite similar to online advertising; the website hosting the advertisement will be paid only when a sale is made. The payment, therefore, will be higher – and will give the website owner, the incentive to promote the advertisement more prominently. Affiliate marketing isn’t restricted to banners. Many affiliates make money through straightforward links, e-mail marketing, or maturing e-commerce shops with affiliate products. On one hand, brands collaborate with affiliates and provide the best possible deal that will ensure the best possible promotion, while ensuring that costs are kept down to a level that ensures margins are high.
Mobile marketing is one of the biggest growth areas in digital marketing. The ever-increasing usage of cell phones or better known as smart phones around the world has resulted in a greater dependency on them for quick and timely information. Push messaging is a strategy that some see as spam, but if used correctly, can be an effective customer messaging strategy.
Blogging involves not just writing blogs, but creating a blogging strategy that brings together SEO, PR, social media and web design. A good blog will be one that attracts social traffic through effective keyword research. It will be well designed and will have a steady voice that makes it instantly recognizable.
Viral marketing combines many elements of marketing. Some call it content marketing, as it always involves the distribution of an element of content across multiple channels. This can include videos on YouTube, Vine, Blogs as well as traditional elements, but the aim is to ensure that the content captures the imagination of your market and spreads naturally through online communities.
When you enter the Digital Marketing industry, you normally work as a Marketing Executive. Then you begin to manage the actual digital marketing and social media. Following that, you reach the post of an Assistant Marketing Manager, then marketing manager and finally a high post such as the President of Marketing.
Unlike a few years ago, it is a bit of a challenge to stay updated in the Digital Marketing industry today. Reading a blog and the occasional book is probably a good starting point to have superficial knowledge about the industry. But it is not enough, if you want to become the best. The industry is so active that by the time a book is published, the contents of the book or the written material will be outdated.
The opportunities for a Digital Marketing professional are huge in India right now. This is not just in terms of a bright career, but in terms of finance as well. A fresher can easily obtain a role with a salary close to 25,000 per month, while professionals can demand a salary in the range of 20-40 lakhs per annum.
- Entry Level Designation: Marketing Executive, Search Engine Optimization Analyst, Search Engine Optimization Expert, Social Manager etc.
- Mid-Level Designation: Online Marketing Analyst, Online Marketing Manager, Online Blogging Expert, Digital Marketing Manager etc.
- Experienced Level Designation: Marketing Manager, Vice President (Marketing).