Digital Marketing Process

Introduction to Digital Marketing

There has been a revolutionary transformation in the marketing trend. Consumers and
the companies are now shifting towards digital marketing campaign due to the significant
benefits and merits offered by digital marketing when compared to traditional marketing
methods. In this era of digitization, digital marketing has brought huge relief to the
buyers/consumers/customers while either buying or selling their products and services.
The marketing teams can target the consumers/buyers/sellers globally and can reach out
to the maximum population to establish their brand in the market and to stand out
among the competitors and brands who have already made their mark among the
consumers. Digital marketing can be defined as the marketing method to
sell/buy/promote/advertise a product(s) or service(s) online or over the internet and
other digital platforms. The digital marketing process is a term with a broad meaning and
covers various methods and processes to achieve digital marketing goals and objectives.

Different Types of Digital Marketing Process

Below is a diagram to show different types of digital marketing process:

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Below are various types of digital marketing processes which are being used widely by the
marketers to promote their product(s) or service(s) online:

1. E-Mail Marketing

E-mail marketing is one of the most popular digital marketing processes being used
today. E-mail marketing is the process of using e-mail for promoting or advertising
product(s) or service(s).
Email has become such a popular marketing tool for businesses partly because it
forces the user to take some kind of action; an email will sit in the inbox until it‟s
read, deleted, or archived. But email is also one of the most cost-effective tools
available, too. In fact, a 2015 study by the U.K.-based Direct Marketing Association
(DMA) found that for every $1 spent, email has an average return on investment
(ROI) of $38. For more on the power of email marketing.

Email marketing can help you build a relationship with your audience while also
driving traffic to your blog, social media, or anywhere else you‟d like folks to visit.
You can even segment your emails and target users by demographic so you‟re only
sending people the messages they want to see most.

2. Search Engine Optimization(SEO)

Search Engine Optimization is the method of optimizing the search engine for fetching
the organic search related to the product(s) and service(s). SEO is today‟s most promising
career opportunity in the field of digital marketing which has created loads of job
opportunities and has helped the job seekers to pursue their career. SEO stands for
“search engine optimization.” In simple terms, it means the process of improving your
site to increase its visibility when people search for products or services related to your
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business in Google, Bing, and other search engines. The better visibility your pages have
in search results, the more likely you are to garner attention and attract prospective and
existing customers to your business.
SEO is a fundamental part of digital marketing because people conduct trillions of
searches every year, often with commercial intent to find information about products and
services. Search is often the primary source of digital traffic for brands and complements
other marketing channels. Greater visibility and ranking higher in search results than
your competition can have a material impact on your bottom line.

3. Search Engine Marketing

Search engine marketing is the digital marketing process which focuses more on the paid
promotions and advertisements. Search engine marketing increases the popping up or
visibility of the paid advertisements of the product(s) and services(s). SEM is also one of
the most promising careers in today‟s digital era.
Generating traffic organically (SEO) can be a very long and tedious process where the
results are only seen in the long term. Search engine marketing allows you to accelerate
this process and get users to your website from the beginning. In addition, you can be
assured that these users are interested in what you offer, since they themselves have
searched for it.

4. Content Marketing

This digital marketing process focuses on creating and promoting quality content among
consumers. Content which is genuine, and which catches the attention of the consumers.
This content can be written content, audio or video content. Content marketing is the
development and distribution of relevant, useful content—blogs, newsletters, white
papers, social media posts, emails, videos, and the like—to current and potential
customers. When it‟s done right, this content conveys expertise and makes it clear that a
company values the people to whom it sells.
Content marketing is a go-to tactic that‟s proven to work. Also, it provides a competitive
advantage. Take a look at what the data says about content marketing:
 Businesses with blogs get 67% more leads than other companies.
 Forty-seven percent of buyers view 3 to 5 pieces of content before engaging with a
sales representative.
 Companies that use content marketing see approximately 30% higher growth rates
than businesses not using it.
 Seventy-two percent of business to business (B2B) marketers say content
marketing increases engagement and the number of leads they generate.

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5. Pay-Per-Click Marketing

Pay-Per-Click is again mostly used for the paid campaigns as it helps to boost the ranking
of the product(s) and service(s) on the search engines and other digital platforms so that
when the anyone searches that category of product(s) and services(s), the highest-paid
will be ranked first and subsequently will be listed first.
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee
each time one of their ads is clicked. Essentially, it‟s a way of buying visits to your site,
rather than attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to
bid for ad placement in a search engine‟s sponsored links when someone searches on a
keyword that is related to their business offering. For example, if we bid on the keyword
“PPC software,” our ad might show up in the very top spot on the Google results page.

6. Affiliate Marketing

Affiliate marketing is a type of digital marketing in which any person collaborates with
any business firm/organization for producing traffic and earns a commission for the
traffic generated. Thus, affiliate marketing is a very efficient method for making money
and is a very good field for making a career especially for bloggers.
Generally speaking, affiliate marketers host websites where they advertise offers on
behalf of businesses and brands in various ways, like blogs, videos, reviews, ads,
product links and more.

7. Instant Message Marketing

Instant message messenger, as the name, only suggests it is the process for promoting the
product(s) and services(s) through the messaging apps or messengers. Nowadays,
marketing has become digital and every brand has got its own chatbot or messenger using
which they can advertise their brand.
Despite it being one of the fastest-growing communication channels around right now,
very few companies (or even brands for that matter) have begun using instant messaging
marketing to its full potential.
There seems to be a pervading sense of apathy surrounding the use of instant messaging,
with many companies seeing it as more of a personal communication tool than an
advertising method.
The reality of the situation, however, is that instant messaging marketing may be one of
the best and most effective methods of advertising to emerge in a long time.
And, it‟s not just text-based communication that instant messaging is used for. The
technology allows for everything from images to videos to be shared freely and can even
be used to order taxis and food.
People are skeptical when it comes to advertising. Adverts are everywhere, we‟ve
inundated with them hundreds of times a day. So much so, that we often simply filter
them out. Targeted advertising on platforms such as Facebook has only added to this
effect. If companies want to appeal to customers , they should be looking to embrace a
different, less impersonal approach.
Personal marketing is based on open communication and fostering two-way conversations.
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Audiences are looking for the „human‟ aspect of advertising; they‟re looking for something
which empathizes with them.

Understanding the Flow for Digital Marketing Process

Below is a diagram for understanding the flow for digital marketing process:

Lets Understanding the Flow for Digital Marketing Process

1. Research
In the research stage, all the necessary information related either to the
product(s)/service(s) or the target audience/market is collected, and the
information collected during the research stage is used for making decisions. This
information is very helpful in strategizing the marketing campaign. Following
information are collected during this stage:
About the brand/business/organization.
About the target audience/target market.
About the product/service being promoted.
About the market, a competition to promote product/services and to stand out
among the existing brands.

2. Create

In this stage, the information collected in the research stage is analyzed and
strategized to create the marketing campaign. The campaign is created as per the
goals and objectives of the organization and the as per the vision of the stakeholders,
how they want their product to be advertised on different platforms.
This step covers the branding strategy, content strategy, etc. The goal is to reach
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 maximum customers and to generate maximum revenue at the same time.

3. Promote
Once the marketing campaign is created and strategized, the marketing team starts
working on promoting the product(s)/service(s). There are various digital platforms for
promoting a brand, product(s)/service(s) like:

Search Engines (Google, Bing, Yahoo, Etc.)

Display Networks
Social Media
E-Mail and Affiliate Marketing
E-Commerce Websites and Other Marketing Portals

4. Analyze

Now comes the analyzing stage in which the results and outcomes of the marketing
campaign are analyzed. The results or the outcome from various promotion
channels are collected and analyzed for generating the business reports in terms of
sales and revenue. This analysis helps to identify the grey areas and helps the
marketing team to improve those areas and to prepare for future marketing. Google
Analytics is one of the most popular analytics tools used for the analysis and
basically it helps to identify the target audience response, behavior of the consumers
and the data collected helps to convert the potential leads into business.
Digital marketing is thus a very effective marketing channel used by both consumers
and marketers to deliver and to purchase the product(s) and service(s). Digital
marketing works in integration with the business strategy and it is very important to
draft the marketing campaign as per market standards and the requirement of the
target audience. The digital marketing processes have been very efficient in bridging
the gap between the customers and the companies and promotes bidirectional
communication between them.
The customer can give their opinion and feedback to the marketing companies and
the business teams which consequently helps the companies to provide better
services to the customers/consumers/buyers. Digital marketing has almost captured
half of the available market and there is no way to stop. IT has emerged as one of the
promising careers and it is still evolving. The future is digital and digital marketing
is going to be the backbone of the digital infrastructure in the coming future.

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