How Does Digital Marketing Works?

 Website: A website is an important digital marketing tools available to the companies. It acts as a landing page
for online searches, contains contact information about the company, share information to visitors, and can
facilitate e-commerce. For instance, if a customer wants to know the information about the types of Sun
Glasses/ Power Spectacles available with Ray-Ban. They can search this with the company website (Refer
image below). A customer can explore the varieties, price, models about the product offered.

 Search Engine Optimization (SEO) : It is the practice of increasing the number/quantity and quality of traffic
to a company’s website. For instance, if a person wants to buy good fountain pen through online, in the search
engine he/she must mention the specification of the required product. The search engine shows result in the
form of different websites contains the information about the expected product.

 Content Marketing: It is a strategy built on delivering relevant and quality content to the right people at the
right time. The purpose of content marketing is to acquire leads, who will eventually be converted into
customers over time. For example, refer to the image below the promotion is done with the detailed information
or content about the products offered by Mcdonalds.

 Social Media Marketing: It is done through social media channels to increase traffic and brand awareness.
People are spending more time on social media nowadays. As a result, marketers see this as an opportunity to
raise brand awareness by engaging individuals in online discussions. Facebook, Twitter, Instagram, LinkedIn,
YouTube, and a few others are the most prominent social media marketing platforms. Built-in engagement
analytics in social media marketing helps to evaluate how well a company is reaching its target audience.
Based on these metrics, we can determine which types of interactions (shares, comments, or website hits) are
most important to a company. For instance, as per the image below it is clear that the product is liked by many
people using the same or may be the prospect customer related to vegan.

 Pay-Per-Click: It is a type of sponsored advertising that allows marketing teams to essentially buy website
traffic. Marketers pay a fee each time an ad is clicked on websites or search engines such as Google and
Microsoft Bing. For example, a person is searching for sports shoes online through search engine. He/\she will
find various options available to them. The web page starting from Ad https:// Shows that the moment a person
clicks on this is a paid advertisement.

Importance of Digital Marketing

Digital marketing refers to the marketing of products or services by using digital technologies and
reaching the targeted audience in over the web. It is a unique way of promoting a product. For past few
years, the significance of digital marketing is expanding. It has become an integral part of businesses in
each step. The importance of digital marketing are as follows:

 Target Audience Effectively: Everybody has noticed abundant use of technology in their life, nowadays.
Therefore, the chances of people watching an online advertisement is higher than the print media. In this way it
is targeting the audience effectively.

 Promote Small Businesses: Digital marketing allows small business to hold top ranking positions and compete
just within their budget. They have control over the data, allowing it to become more visible to customers.
 Cost-Effective: It is a cheaper and effective way than traditional marketing. A customer can acquire product or
company information online without any cost.

 Analyze People Preferences: People are opting for media that does not force them to watch advertisements. They
are on the lookout for facts that will enable them to make well-informed decisions. They are seeking for respect
and minimum advertising with interactive dialogues.

 Align with People’s Shopping: Good online reviews help the company to improve their business or create brand.
It is easy for any business to grow with positive comments or review online received from the existing customers
based on their experience.

 Stay Ahead of Competitors: The majority of firms already use SEO and social media to promote themselves. It is
challenging to market the company and stay ahead of the competition when there are so many. There are certain
applications that can give a better idea where competitors stand. By monitoring these strategies, one can learn
ways to enhance their business

Start by Creating Value: It is important for any business organization to create value for their customers.
Through digital marketing, there are a few ways to provide them with something useful. Modern
marketing ideas like Content Marketing and Inbound Marketing are certainly familiar to customers
nowadays. A company should not only focus on high quality products or services, but also on valuable
content.
Define and Understand Targeted Customers: A company must focus on understanding their customer’s
online presence, preferences, interaction, and expectations. Rather than treating them as a whole entity,
try to split them into different segments. Such as based on age, education level, interest, location, income
level etc. If a company already has customer data base, then they may ask about the interest of the
customers and learn about their intentions.
Get in Continuous Touch with Email Campaigns through Email Automation: The importance of email
automation cannot be overstated. It enables us to reach customers at the correct time. It can also assist in
tracking metrics, presenting offers, and sending emails to customers who have abandoned their cart
Measuring the Content: One must track the statistics after developing the best content for the target
audience to understand the most popular content on their website
Use Exit-Intent Pop-Ups: The way it works is by examining customer mouse movements and identifying
when a customer is about to exit the page. Then they hook the visitor back in with a pop-up offering a
discount.

3C FRAMEWORK (CONTINUOUSLY ENGAGE,

CONNECT, CONVERT)
Connect: At this phase the company approaches the customers through various platforms. This
involves building awareness and visibility of the brand, products, and services via different media. Smart
use of inbound marketing tactics like social media, email and content marketing are important for this.
After this, the company encourages visitors to interact with them or take an action when they landed on
the website page or any social media page. This stage is the first stage of engagement before moving for
the final conversion. In a nutshell following point must be considered for connecting with prospective
customers:

Build awareness on other sites and in offline media and drive to web presence.
Engage audience with brand on its website or other online presence.

Convert: This stage is conversion to sale. The conversion could be through online and/or offline
channels. In this phase the visitors are ready to take the final step which turns them into paying
customers. The payment is taken via Ecommerce transactions or offline channels. At this stage the
company must obtain profit. For this phase focus on the following point:

Achieve conversion to marketing goals such as fans, leads or sales on web presence and offline.

Continuously Engage: It is the stage where company develops a long-term relationship with first-
time buyers to build customer loyalty. This should lead to repeat purchases and possibly advocacy in the
future. A variety of communications can be employed both offline and online, including company’s
website, within social media pages, email, and other direct interactions to boost customer lifetime value. It
can be evaluated by repeat actions such as repeat sale and sharing content through social media. To
continuously engage the customer company must focus on the following point:
Exit-intent pop-ups are a digital marketing technique that examines customer mouse movements and
identifies when a customer is about to exit the page. These pop-ups are triggered when a user's mouse
cursor moves toward the browser's close button or address bar, indicating an intention to leave the
website.
Email automation is a digital marketing technique that involves using automated systems to track metrics,
present offers, and send emails to customers who have abandoned their shopping carts.

Understanding the customer's online presence, preferences, interactions, and expectations is a crucial
aspect of defining and recognizing targeted customers in digital marketing.