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How Digital Marketing Works: An Overview of Tactics and Techniques

Mar 11, 2023 | 0 comments

Are you curious about how digital marketing really works?

In today’s digital age, understanding the basics of digital marketing is essential for businesses of all sizes. From SEO to social media, email marketing, and more, there are many different tactics and techniques that can help you reach your target audience and grow your business online.

By harnessing the power of digital marketing, you can connect with customers around the world, build brand awareness, and drive sales and revenue. Whether you’re just getting started or looking to take your existing digital marketing strategy to the next level, the possibilities are endless.

Ready to learn more? In this blog–discover the tools, techniques, and strategies you need to succeed in today’s digital landscape.

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In this blog, you will learn:

  • What is digital marketing?
  • Types of Digital and Internet Marketing 
  • Benefits of Digital Marketing for businesses 
  • How Digital Marketing Works?
  • Why Choose a Career in Digital Marketing? 
  • How to Start a Career in Digital Marketing and succeed?
  • Salary and future of Digital Marketers 
  • Digital Marketing Roles and Responsibilities
  • What’s the Difference Between Inbound Marketing and Digital Marketing?


What is digital marketing?


Promoting products or services through digital channels like social media, search platforms and websites is called digital marketing. Some examples of digital marketing:

  1. Search engine optimization (SEO): Optimizing your website to rank higher in search engine results pages (SERPs) for relevant keywords and phrases.
  2. Pay-per-click (PPC) advertising: Here we place ads on search engine, user pay for each click.
  3. Social media marketing: Promoting products or services on social media platforms like Facebook, instagram and Linkedin etc
  4. Content marketing: Creating valuable and informative content such as blog posts, videos, and infographics to attract and engage potential customers.
  5. Email marketing: Sending promotional emails to subscribers to inform them about new products or services, discounts, and other special offers.
  6. Influencer marketing: Promoting products or services by influencers to their social media following or Email list. 
  7. Affiliate marketing: Here affiliate partner will promote the products and services in exchange of commission.

These are few examples of the many different types of digital marketing. The key is to choose the tactics and strategies that work best for your business and target audience.


Benefits of Digital Marketing for businesses 

 Social Media Marketing GIF by GrowthX

Here are some of the key benefits of digital marketing with examples:

  1. Increased visibility and reach: Digital marketing enables businesses to reach a wider audience and increase their visibility. For example, a social media campaign targeting a specific demographic can help a business reach potential customers they might not have otherwise.
  2. Targeted advertising:  You can target to specific audiences through digital marketing. For instance, a business selling fitness products can use Facebook advertising to target people who are interested in fitness.
  3. Cost-effective: Compared to traditional marketing methods, digital marketing is often more cost-effective. For example, email marketing campaigns can be created and sent out at a fraction of the cost of traditional direct mail campaigns.
  4. Measurable results: It provides real time results of the campaigns. For instance, using Google Analytics, businesses can track the traffic to their website and see which marketing channels are driving the most conversions.
  5. Increased engagement: Digital marketing enables businesses to engage with their customers in real-time through social media, live chat, and other channels. This helps build relationships with customers and increases customer loyalty.
  6. Improved customer targeting: With digital marketing, businesses can use data and analytics to better understand their target audience and tailor their marketing efforts accordingly. For example, a business can use website analytics to see which pages are most popular among their target audience and use that information to create targeted content.

Overall, digital marketing offers a range of benefits for businesses of all sizes and industries. By leveraging the power of digital channels, businesses can increase their visibility, engage with customers, and drive growth and revenue.


How Digital Marketing Works?

Digital marketing works by leveraging various digital channels and tactics to reach and engage with a target audience. Here are some key elements of how digital marketing works, along with data to support them:

  1. Search engine optimization (SEO): SEO involves taking steps to rank webpage higher on search engine.. Companies that invest in SEO see an average of 14.6% conversion rate, which is significantly higher than the 1.7% conversion rate for traditional outbound methods like cold calling.
  2. Content marketing: Content marketing involves creating and distributing valuable content to attract and retain a target audience. Companies that prioritize content marketing generate 3 times more leads than those that don’t, and content marketing costs 62% less than traditional marketing.
  3. Social media marketing: Social media marketing involves using social media platforms to connect with and engage a target audience. 54% of social browsers use social media to research products, and 83% of marketers say social media is important for their business.
  4. Email marketing: Promotion products or services through Email is called email marketing. On average, email marketing generates $42 for every $1 spent.
  5. Pay-per-click (PPC) advertising: PPC advertising involves paying to place ads on search engines and other platforms. PPC ads are 65% more likely to result in a conversion than organic search results.

These are just a few examples of how digital marketing works. By leveraging a combination of these tactics and channels, businesses can reach and engage with their target audience more effectively, drive conversions and growth, and ultimately achieve their business goals.


Why Choose a Career in Digital Marketing? 

Connecting Social Media GIF by MasterClass

Choosing a career in digital marketing can offer a wide range of opportunities and benefits. Here are some examples of why someone might choose to pursue a career in digital marketing:

  1. High demand: Digital marketing skills are in high demand as more and more businesses are shifting towards digital channels to reach their audience. In fact, digital marketing jobs are projected to grow by 10% from 2019 to 2029, which is much faster than the average for all occupations.
  2. Diverse skill set: Digital marketing requires a diverse set of skills including data analysis, copywriting, social media management, search engine optimization, and more. This means that there is always something new to learn and room to grow in your career.
  3. Flexibility: Many digital marketing jobs offer flexibility in terms of working hours and remote work options. This can be a great benefit for those who value work-life balance or want to work from anywhere in the world.
  4. Creative freedom: Digital marketing allows for creativity and innovation in developing campaigns and strategies. This can be a great opportunity for those who enjoy thinking outside the box and trying new approaches.
  5. Growth potential: Digital marketing is a constantly evolving field, which means there is always room for growth and advancement in your career. With experience and expertise, you can progress to higher-level positions such as a digital marketing director or even start your own agency.

Overall, a career in digital marketing can offer a rewarding and fulfilling path for those who are passionate about using digital channels to connect with audiences and drive business growth.


How to Start a Career in Digital Marketing and succeed?

Starting a career in digital marketing can seem daunting, but with the right skills and knowledge, it is achievable. Here are some tips to get started:

  1. Get a formal education: Many universities offer courses in digital marketing, marketing, or communications. These courses can give you a solid foundation in the principles and practices of digital marketing.
  2. Gain practical experience: Look for internships or entry-level jobs in digital marketing to gain hands-on experience. This will help you build your skills and develop a portfolio of work.
  3. Develop your skills: Digital marketing requires a diverse set of skills, including data analysis, social media management, search engine optimization, and more. Identify areas where you need to improve and seek out resources, such as online courses or industry certifications.
  4. Network: Attend industry events, connect with professionals on LinkedIn, and seek out mentors who can offer guidance and advice.
  5. Stay up-to-date: Digital marketing is a constantly evolving field, so it’s important to stay up-to-date with industry trends and changes. Subscribe to industry newsletters and follow thought leaders on social media to stay informed.

According to the U.S. Bureau of Labor Statistics, the median annual wage for advertising, promotions, and marketing managers was $135,900 in May 2020. Additionally, digital marketing is a growing field, with jobs in digital marketing projected to grow by 10% from 2019 to 2029. This means there are plenty of opportunities for those who are interested in pursuing a career in digital marketing.


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Salary and future of Digital Marketers 


In India, the salary of a digital marketer can vary depending on factors such as experience, location, and company size. According to Glassdoor, the average salary for a digital marketing manager in India is around INR 8-12 lakhs per year. However, this can go up to INR 25 lakhs per year for more experienced professionals.


In terms of the future of digital marketing in India, it is a rapidly growing field. With the rise of internet usage and e-commerce, businesses are investing more in digital marketing to reach their target audience. According to a report by Dentsu Digital, digital ad spends in India are projected to reach INR 58,550 crore by 2025.


Additionally, the Indian government’s push for digitalization and the increasing popularity of social media platforms among Indians further highlights the growing importance of digital marketing. This presents a promising future for digital marketers in India, with plenty of job opportunities and potential for career growth.


Digital Marketing Roles and Responsibilities

Marketing GIF

Here are some common digital marketing roles and their responsibilities:

  1. Digital Marketing Manager: Responsible for overseeing the entire digital marketing strategy and team. This includes creating and implementing marketing campaigns, analyzing data, and managing budgets.
  2. Content Marketing Manager: Responsible for creating and managing content marketing campaigns, including blogs, social media posts, and email newsletters.
  3. Social Media Manager: Responsible for managing and creating social media content across various platforms, analyzing metrics, and engaging with followers.
  4. SEO Specialist: Responsible for optimizing websites to rank higher in search engine results pages through keyword research, on-page optimization, and link building.
  5. PPC Manager: Responsible for managing pay-per-click advertising campaigns, including budgeting, keyword research, and ad creation.
  6. Email Marketing Manager: Responsible for creating and managing email marketing campaigns, including segmenting lists, writing emails, and analyzing data.

According to PayScale, the average salary for digital marketing roles in the US ranges from $44,000 per year for an entry-level digital marketing specialist to $103,000 per year for a digital marketing director. In India, the average salary for digital marketing roles ranges from INR 2-10 lakhs per year for entry-level positions to INR 15-25 lakhs per year for more senior roles. However, salaries vary based on location and company.


What’s the Difference Between Inbound Marketing and Digital Marketing?


Digital marketing and inbound marketing are both important strategies for promoting a brand and generating leads, but they differ in their approach.

Digital marketing encompasses all online marketing efforts, including paid advertising, social media marketing, email marketing, search engine optimization, and more. Its goal is to reach a wide audience and promote brand awareness.

Inbound marketing, on the other hand, is a specific type of digital marketing that focuses on attracting potential customers through valuable content, rather than interrupting them with ads. It includes tactics such as blogging, social media marketing, SEO, and lead magnets to draw people in and engage them with the brand.

Here are some examples of digital marketing and inbound marketing in action:

Digital Marketing:

  • Running a paid advertising campaign on Facebook to reach a targeted audience and promote a new product launch.
  • Creating a series of YouTube videos to showcase a brand’s personality and increase brand awareness.
  • Conducting keyword research and optimizing website content for SEO to improve search engine rankings and drive organic traffic.

Inbound Marketing:

  • Creating a blog post that provides helpful tips and advice for solving a common problem in the brand’s industry, in order to attract potential customers and position the brand as an authority.
  • Offering a free ebook or whitepaper that provides valuable information in exchange for a website visitor’s email address, allowing the brand to continue nurturing the lead with targeted email marketing.
  • Engaging with followers on social media and responding to their comments and questions in order to build relationships and encourage brand loyalty.

In summary, digital marketing encompasses a wide range of online marketing tactics, while inbound marketing specifically focuses on attracting and engaging potential customers through valuable content.


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