A Comprehensive Guide To Digital Marketing

Do you remember the last time you paid attention to an advertisement on a Billboard and actually ended up buying the product?

On the other hand, I’m sure you can easily recall the last time you were surfing the internet or social media, came across an advertisement and ended up buying that product.

That’s the influence of digital marketing. 

According to reports, 692 million active internet users are in the country. And this won’t stop here; this number is estimated to rise to 900 million by 2025.

Since most of the eyeballs these days are glued to a screen and not the billboards, it’s high time everyone starts learning about digital marketing. Because it isn’t just an outstanding career option, but it is also essential for businesses and startups alike.

Let’s jump right into it now!

What Is Digital Marketing?

Officially, the use of digital channels to promote goods and services and contact consumers is referred to as “digital marketing.” Social media, search engines, websites, mobile devices, and other channels with a similar function are used in this kind of marketing. With the introduction of the internet in the 1990s, digital marketing gained popularity.

Businesses changed their self-promotion techniques in response to newer trends and cutting-edge technology. The email was a popular marketing channel at the outset of the digital marketing age.

The attention shifted to search engines like Netscape, which allowed businesses to pack their items with keywords and categorize them in order to stand out. Sharing websites like Facebook has made it easy for businesses to track data and respond to customer trends.

Thanks to mobiles and other digital devices, businesses now find it easier to advertise themselves to customers together with their products and services. Consumers prefer using their phones to access the internet, according to studies. Therefore, it shouldn’t come as a surprise that 70% of people decide what to buy before actually making the transaction (often on their phones).

While there is a lot of trend and need for digital marketing, it can be a bit difficult to learn if you start on your own. But obviously, there are a few ways you can access this knowledge.

How To Become A Digital Marketer?

There was a time a few years ago when the only way to learn digital marketing was through YouTube videos or Google’s courses. Which still are effective, but with the massive growth and constant change in this field, learning it from the experts of the industries in the right ways is essential.

IMS Proschool is India’s first experiential learning program in Digital Marketing. They have two different programs for everyone, one being a 3 months instructor led digital marketing course that helps understand all essential concepts and latest trends and prepares you for Google and Facebook certifications.

ProSchool also provides PGCM in Digital Marketing which is an AICTE approved qualification. This program by ProSchool is conducted in association with All India Management Association (AIMA) – the apex body for all management professionals. 

After completing The PGCM in Digital Marketing, you can opt for the PGDM degree which  is  equivalent to MBA. Throught this course, get a job ready at the end of first year and also get a 1-year exemption in MBA.

Learn all the essential skills required to excel in this field hands-on from our faculty of industry experts. The faculty members have been a part of the digital marketing world for years now. Each session is filled with knowledge from personal experiences and skill-based approaches.

Why Is Digital Marketing Important For Businesses?

Digital marketing has multiple benefits that you must have heard by now. It is cost-effective, provides better ROI, gives you exposure, helps you connect with your customers, and much more. At the same time, digital marketing provides all that, but those aren’t the most important ones.

For businesses, two things are the most important. Branding and global acknowledgment. Digital marketing makes it possible for businesses, even new startups, to achieve these goals in less time and in much more effective ways.

Now, which business wouldn’t want to have an online presence like that of Zomato or Mama Earth? A huge reason for the popularity of both these brands is their on-point digital presence.

Types Of Digital Marketing

Traditional methods of marketing included print (newspapers and magazines) and broadcast advertisements (TV and radio). These are still-operating channels. Digital marketing platforms have changed and are still changing. The eight most popular routes that businesses can use to improve their marketing efforts are listed below. Remember that some businesses could employ many channels in their endeavors.

1. Search Engine Optimization (SEO)

Optimizing your website to rank on search engine results pages can boost the volume of organic (or free) traffic to it. Information graphics, blogs, and websites are a few of the platforms that SEO helps.

There are multiple ways you can use SEO to bring in targeted visitors to your website. These consist of:

i. On-page SEO: This type of SEO focuses on all of the content that is “on the page” while examining a website. By looking into terms’ search volume and intent, you may give readers answers and elevate your standing on search engine results pages (SERPs) (or meaning).

ii. Off-page SEO: Off-page SEO refers to activities that take place off of your website. Ranking for specific keywords will be challenging without off-page SEO. Without off-page SEO, your site will lag behind those with greater authority. Think of off-page SEO as the process of increasing the authority of your site.

iii. Technical SEO: This kind of SEO focuses on the coding of your pages and the back end of your website. Your website’s loading time can be sped up using technical SEO tactics like image compression, structured data, and CSS file optimization, which are all important ranking factors in the eyes of search engines like Google.

2. Social Media Marketing

This tactic uses social media for advertising your company’s brand and content in order to boost traffic, generate leads and raise brand awareness. Having active social media accounts is not sufficient for effective social media marketing.

Marketers use multiple social media platforms to build viral campaigns. Working with a well-known content creator or joining a trend that is currently popular and resonating with a large audience are examples of viral marketing strategies. The objective is to produce something deserving of sharing in the anticipation that it will grow organically across social media platforms.

3. Content Marketing

An optimized page’s content quality is a crucial element. Because of this, SEO plays a significant role in content marketing, a strategy based on providing target audiences with useful and relevant content.

The objective of content marketing, as with any marketing strategy, is to draw leads who will eventually become customers. But it does so in a distinctive way from conventional advertising.

It provides value for free in the form of written content, such as

  • Blogs
  • Newsletters
  • Whitepapers
  • E-books
  • Video
  • Audio transcripts
  • Infographics

Despite how successful content marketing is, it can be challenging. Content marketers must be able to dominate search engine results while also enticing readers to read, share, and engage with the brand. Strong connections can be made throughout the pipeline when the content is pertinent.

What kind of material you post doesn’t matter; it’s a good idea to adhere to best practices for content marketing. This entails creating grammatically accurate, error-free, simple to understand, pertinent, and engaging content. If a free consultation with a sales representative or a signup page is the next step in the pipeline, your content should direct readers there.

4. Pay Per Click (PPC)

Pay-per-click marketing, often known as PPC, is a form of internet advertising in which you get charged each time someone clicks on your digital ads. Hence, you only pay for the ads people actually interact with rather than paying a fixed sum to continuously run targeted ads on online channels. Controlling who and when sees your advertisement is a little difficult.

PPC provides:

  • Immediate and consistent results
  • 2:1 ROI
  • Measurable data
  • Targeted and more controlled advertising
  • 50% more conversions than organic marketing

5. Search Engine Marketing (SEM)

It’s a fantastic opportunity for a promotion when a potential lead is looking for a service or company that is related to yours. Two great strategies for publicizing your business to attract these potential clients are SEO and paid advertising. 

Search engine marketing, which involves placing paid adverts on search engines, is another method to increase website traffic. The two most popular SEM tools are Google Ads and Bing Ads. These paid advertisements appear immediately at the top of search engine results pages. This is another illustration of successful native advertising.

6. Email Marketing

One of the most successful digital marketing channels is still email marketing. Email marketing is not the same as spam email, despite the fact that many people think it is.

Companies can connect with potential customers and anyone who is interested in their brands using this type of marketing. Many digital marketers build customer acquisition funnels through email marketing in order to convert leads into paying customers after using all numerous different digital marketing channels to add inbound links to their email lists.

Now that you know the types and benefits of digital marketing let’s have a look at some of the brands that are famous for their digital marketing.

The Businesses That Use Digital Marketing For Their Growth

1. Amul’s Moment Marketing

This company is at the top of our list for a reason. Consider the number of companies that publicly support social causes. Amul has always been outspoken about every type of social issue or cause, whether it be local or global, through the eyes of their enduring Amul girl. Due to this, the brand is distinctive and serves as a prime example of excellent branding.

By using interactive content, it makes an emotional connection with the audience. Additionally, rather than just emphasizing their products, they express their opinions on important social issues and current events, which frequently go viral. They have received a ton of engagement from people of all ages across all channels.

They have launched numerous viral marketing campaigns that are not only focused on politics and public policy, whether it be print or digital advertising.

With a superbly creative edge and frequent punny catchphrases, their brand icon, the Amul Girl, appears in most of these advertisements, making them the sensational talk of the town. Amul is a popular brand that excels in quality and spreading brand awareness by speaking to both young and old people.

2. Airbnb’s Social influencer Marketing

The travel sector’s most well-known company is Airbnb, which has more than 150 million active users and a significant community of both renters and hosts. 

Building trust has been the key to Airbnb’s success, which has primarily been accomplished through social influencer marketing. Given the number of celebrities who use the social media platform themselves, Instagram, which has 1 billion active monthly users, is perfect for influencer marketing.

Airbnb has teamed with numerous well-known people to generate buzz and raise brand recognition. In honor of National Dog Week in the US, Airbnb announced the addition of 600,000 new dog-friendly properties. In order to publicize this, Airbnb collaborated with the four-legged Instagram star Marnie the Dog, who has over 1.6 million followers. She appeared in a video while staying in an opulent mansion.

By associating with well-known celebrities, Airbnb has established a reputation for high quality and a luxurious way of life. Celebrity affiliations have a big impact on whether a brand succeeds or fails.

3. Zomato’s Content Marketing

Zomato is very aware of its clientele. They always bring out the gourmand in you since they are aware of what would motivate them to use their service. Below are some examples of Zomato’s Witty Content Marketing

Source: Twitter

Zomato does not strictly adhere to the daily posting requirement on social media because they place more value on quality than quantity. They perform equally well on Facebook, Instagram, Twitter, and blogs. According to some experts, using numerous social networks could harm your marketing. Zomato, however, effectively demonstrates how to use a variety of media for content marketing.


Digital marketing is a primary focus of almost all businesses these days, irrespective of their sizes. This is one of the reasons why it can be a great field to choose a career in and establish a name for yourself in this digital world.

Learn digital marketing from a reputed institute like IMS ProSchool so you can stay one step ahead of your competitors and give your career a boost!

Start A Career In One Of The Quickest Growing Sectors TODAY!