What is digital marketing? – An introduction to the tools and techniques.

Digital marketing is using the internet to promote your product/ business via multiple channels such as social media, emails, blogs etc …

Digital marketing is not a newly introduced concept – people have been using emails to sell their products for a long time, but now the ever-growing digital marketing industry not only proved to be much effective than any other means of traditional marketing techniques that people have been relying on, it has also morphed into so many dimensions that the knowledge and the workforce needed to run a successful digital marketing operation has multiplied substantially. People inside the digital marketing industry have many designations hanging over their heads, social media marketers, content creators, SEO experts. All of them have certain skill sets that are useful to optimize your marketing strategy online. So, today let’s dive into the components of digital marketing.

Email marketing

Email marketing is one of the oldest methods of digital marketing. Everyone is aware of its existence – you must be having, like everyone else a mail id with 1000’s of spam emails received into your inbox which are most probably ignored, all of them are businesses trying to make you aware of their product or rarely some hackers trying to lure you into their nefarious scheme, this will not happen if the business really know how to use it correctly.

There is a right way to do email marketing, and that is the only effective way – otherwise, your business email might also end up in ignored thrash like others. Before you start sending your potential customer email, they must volunteer themselves to be on your e-mail list, this would mean they are interested in what you have to say, and your email might not end up in their spam list.

Although the email marketing has lost its charm in the recent times, it was once a powerful tool applied by the online business giants such as Amazon, Facebook, and so many other companies and they still use it very effectively to reel in the customers back respective to their applications/ websites. These days content marketing has now overshadowed the once glorious email marketing.

Content Marketing and Content Creation

 It is a Marketing technique that creates or utility tools like blog posts, infographics, eBooks, memes and videos to make people fall in love with their brand or product, for example, if you are a real estate company, you must have quality content on your website that immediately helps people understand where you operate, how you operate, what services you can offer your potential clients, and how different or better you are than your competitors.

This must be done in a way that is engaging and brief or people might lose interest and bounce to some other website. There are various content creators out there who can do this well, and many of them work freelance, larger companies also hire full-time content creators for the sole purpose. Of course, content marketing is incomplete without SEO.

SEO (Search Engine Optimization)

SEO is a method or technique employed to improve the visibility of your content/ website on search engines like Google and Yahoo. Using the right SEO tools, you can make sure your content pops up whenever someone searches for something related to your brand or business. For example, if someone searches for engineering colleges in a particular city, say, New York, there are SEO managers that can make sure your colleges come on top in the search list, helping you get an edge over your competitors.

Placing of rights keywords is one such SEO technique that is widely used. Social media also helps in increasing visibility for your product or service.

Social media marketing techniques.

Everyone is aware of social media sites – Facebook, Twitter, Instagram, Snapchat and LinkedIn, but how many people know that along with them being the medium of networking and entertainment, they also nurture businesses. So many methods are employed in social media marketing, Facebook pages are created to endorse a product or a business service, using social media enforcers one to create brand awareness, Example – using Twitter to stay in contact with your customer as well as updating them about your new products – using social media surveys to understand your product’s demography, what works about it and what doesn’t.

Finally, the most effective of them all is social media advertising which is all essentially the pay per click ads – Effective yet Affordable.

Pay per click advertising

Google AdWords and Facebook advertisement are perfect examples of Pay Per Click (PPC) marketing tool, Google places ads about your business and charges you only if people click on those ads, this makes the whole process very fair. Google and Facebook don’t just place those ads randomly, they do a thorough market analysis and decide which blogs or websites will attract the kind of audience that will be most interested in your product/business – this can also be done manually by you if you are well aware of your target audience.

They do this by collection of user data, cookies etc… (A part of Big Data Analysis) The ethical and privacy issues around this is still being constantly questioned by both the companies and the public alike and policies are put in place to regulate the enormous power companies like Google possess because of the amount of data they have with them. Sometimes ads can be placed in a way that is not too intrusive and can potentially submerge inside some entertaining non-paid content that is called native advertising. 

Native Advertising/Influencer Marketing

Native advertising or Influencer Marketing is done in a way that the content developer/influencer just mentions your product or services in a post or a video among a sea of non-paid content – like a glimpse, while the objective of their original content is usually completely different. Pages like BuzzFeed and many new channels use this technique. Some people even consider ads on Facebook as native advertising.

Native advertising is predominant in platforms like YouTube, where YouTubers who use the platform to entertain and inform people – make a living by endorsing certain products or services. Many a time they don’t appear before the video they are placed as a concept of the video. Sometimes even blending in seamlessly. A serious content creator who uses native advertising are obligated by ethics to mention that their contract is paid for, and not unbiased like their other content are especially in case of native advertising by newspapers. Affiliate marketing is also similar in concept to native advertising.

Affiliate marketing

This mostly involves selling products or services, where blog posts and videos are made by someone else to sell a product by another company, and get a small percentage of the profit, if someone makes a purchase via their advertising link. The particular youtuber or blogger also lure their viewers or readers by informing them that they will be able to avail special discounts if they use their link to purchase the product or a service. This has been really effective and has been a boon for small YouTubers and Content Developers on the internet.

Online PR

This is a technique of employing an online PR firm that essentially manages your online image. Good comments and reviews go a long way in building or destroying any business. They can also make sure that your product gets the required attention by providing the correct interviews and placing news stories, pick out the best social media influencers for you and your product to be associated with, do damage control on the internet if your business in some dilemma (The Maggie damage control case) and also find the best marketing strategy (How Maggie was launched yet again with surplus sales).

Marketing automation

Nowadays a big workforce is not necessary to do all the advertising jobs as many of them are repetitive tasks that do not necessarily require any additional human effort. So new applications and software can now effectively run your marketing scheme on an everyday basis.


  • Pay per click campaign tracking
  • Email newsletters
  • Social media news schedule.
  • Google Analytics
  • Artificially Intelligent Target Marketing Tools
  • Search Engine Optimisation Tools
  • Can all be done using a software.

Inbound marketing

Is the full funneled technique of using all the above-mentioned marketing strategies like SEO, content creation to do effective advertising for your business.

Every day more and more people are logging on to the internet and these internet marketing techniques can form a direct and a stronger link between the business and the potential customer. So, it’s a must for any business to utilize this new and much improvised yet affordable marketing technique if they intend to grow their business.

So, we hope this has given you a brief idea about how the world of digital marketing works and the tools and techniques that can be used to optimize your marketing solutions and strategies – Please do visit our website https://www.wizforbizcreative.com for a glimpse of our professional Digital Services.

Web Design & Development | Digital Marketing | Graphics & Illustration | Branding | Business Consultation – ‘We design solutions for your Business to be the best”

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