DIGITAL

MARKETING

By,

Loganath .K MBA

WHAT IS DIGITAL MARKETING

The promotion of products or brands via one or more

forms of electronic media. For example, advertising

mediums that might be used as part of the digital

marketing strategy of a business could include

promotional efforts made via the Internet, social media,

mobile phones and electronic billboards.

WHAT IS DIGITAL MARKETING

digital marketing centers around the Internet,

and a very powerful marketing medium as the

recent Double click acquisition by Google

demonstrated. The Internet can be used both to

“push” a message to someone like email, IM,

RSS, or voice broadcast, as well to “pull”

content serving a banner ad and Pay Per Click

search terms. Digital marketing, therefore, can

be thought of as the combination of push and

pull Internet technologies to execute marketing

campaigns.

DIGITAL MARKETING OBJECTIVE

Setting objectives is an important part of any plan;

without objectives you will have no direction, measurement for

success or ability to focus on areas to improve in the future. that

objectives should be SMART,

Specific

What exactly are you trying to achieve? E.g. Increase

market share? Raise brand/product awareness?

Measurable

How will you measure the objective? E.g. Market share

has gone up? Increase is sales? More inbound enquiries?

Achievable/Attainable

Can you achieve these objectives or are they to ambitious?

If they are, perhaps they need to be broken down a little further

for the short/medium term, but it’s ok to have more aggressive

objectives for a longer period too.

Realistic

Are they realistic for your brand/organisation? E.g. If

you’re a technology start up it’s unrealistic to think you will be

competing with Apple after 6 months! Likewise you don’t want

to under stretch yourself either.

Targeted/Time bound

Who is the audience and over what period does the

objective need to be achieved?

Importance of digital marketing

While running a business offline, you can experience only

moderate success but when it comes to online, you can find it

expanding largely in quick time.

Optimized website along with marketing activities can target

the customers and rive in more traffic to the website.

Scope of digital marketing

How digital marketing is taking over

traditional marketing?

Key elements for any digital marketing strategy

Website design

Functionality of the website

PPC campaigns

Social media advertising

Video marketing

Search engine optimization

Social media marketing

Email marketing.