Digital Marketing – Bridging Brands with the Digital World

In the simplest terms, Digital Marketing refers to using the Internet & other digital forms to reach your customers. You can use Social Media (Facebook, Instagram etc), Email, SMS/WhatsApp, Videos, E-Commerce, DOOH etc. to segregate & reach your audience where they are most likely to notice you.

The term Digital Marketing started being used in 1990’s & has since kept evolving. Earlier, it used to be just search engine marketing & display advertising which was still pretty basic compared to that of today.

But in 2023, you can slice & dice your audience into as many parts as possible & precisely target them with the kind of communication they would prefer to see, hear or read.

Ever noticed how our parents had a totally different vibe when it came to shopping? They’d check out the newspaper ads, maybe catch something on the radio, or just rely on the good old ‘word-of-mouth’. That, my friends, was the era of traditional marketing. Now, we’re in a world of hashtags, Insta stories, and Google searches. Welcome to the era of digital marketing!

What’s the Real Deal?

• Accessibility:
  • Traditional Marketing: Remember those big billboards on the highway? Or the pamphlets that come with your newspaper? That’s traditional for you. You have to be there to see it.
  • Digital Marketing: Sitting in Mumbai but want to check out a store in Delhi? No problem! Digital marketing lets you do that without moving an inch.

• Engagement:
  • Traditional Marketing: It’s like watching a daily soap on TV. You see it, you might like it, but can you talk to it? Nah!
  • Digital Marketing: It’s like having a conversation on WhatsApp. You like a product, you can instantly show it love, share it, or even complain if you feel like.

• Tracking:
  • Traditional Marketing: Once that billboard is up or the pamphlet is distributed, can you tell how many people actually looked at it or cared about it? That’s a hard no!
  • Digital Marketing: It’s like playing a video game with a scorecard. You can see who clicked, who shared, and who bought the product. Total game-changer!

• Cost:
  • Traditional Marketing: It’s like going for a big-fat Indian wedding. You spend a ton, it’s flashy but doesn’t last long.
  • Digital Marketing: More like a court marriage. Doesn’t burn a hole in your pocket, and gets the job done efficiently.

So, whether it’s the billboard at the traffic signal or a catchy jingle on the radio, that’s all traditional. But if it’s a funny meme about the product on your Facebook feed, or a quick Google search about the best smartphones in town – you’ve got yourself some digital marketing.

Getting into any kind of marketing is not a cakewalk especially since you don’t know how much ROI (Profit in simple terms) you’ll get, or how much time it will take to show you some credible results.

Here’s what you’ll love about Digital Marketing –

• Reach Out To The Smartphone Generation:
  • Hey, have you noticed? Almost every other person is glued to their phones these days. With digital marketing, your business can pop up right there on their screens.
  • Example: Imagine you’re selling quirky phone covers. A well-placed Instagram ad could make a 20-something-year-old from Pune think, “Wow, I need one of these!”

• Pocket-Friendly Promotions:
  • Fun Fact: You don’t need a treasure chest to start with digital marketing. It’s cost-effective and gives you more bang for your buck.
  • Example: Think about all the small startups that turned into giants with just social media and a website. It’s like gully cricket; you don’t need a stadium to hit a sixer!

• Target Like A Hawk:
  • Zoom In: With digital marketing, you can target your audience with the precision of a hawk. Want to catch the attention of college students in Bangalore? Done!
  • Example: Selling sarees? Facebook ads can help you target middle-aged women interested in fashion.

• Track Your Triumph:
  • Numbers Don’t Lie: Unlike putting up a poster and hoping for the best, digital marketing lets you track everything. How many saw it? Who clicked it? It’s all there.
  • Example: Ran a Diwali sale campaign for your online bookstore? Check out the analytics and see how many book lovers came shopping!

• Chat & Chill With Your Customers:
  • Let’s Talk: Digital marketing is like a two-way street; it lets you interact with your customers directly. Got a new product? Ask them what they think!
  • Example: New flavor of chai in your cafe? Ask for reviews on your Facebook page.

• Ride The Trend Wave:
  • Stay Cool: From viral TikTok dances to trending Twitter hashtags, your business can stay in the cool club with digital marketing.
  • Example: Remember the #JCBKiKhudai trend? Imagine if JCB had an online campaign ready to roll!

• Border? What Border?
  • Go Global: Why sell to just your city when you can reach the entire world? Digital marketing breaks all boundaries.
  • Example: Handicrafts in Jaipur? Get orders from the US, Australia, and beyond!

• Mobile Is The New Market:
  • Everywhere, Anywhere: With almost everyone owning a smartphone, your business can reach customers no matter where they are.
  • Example: Someone could be ordering your custom t-shirts while chilling at Marine Drive.

Also Read – Why We Think Digital Marketing is a ‘Cool’ Career to Pursue in Today’s Time

Ever wondered why you suddenly see an ad for those sneakers you were just chatting about with a friend? Or why your inbox has that perfectly timed offer for a Goa trip just when you’re dreaming of a vacation? Welcome to the magical world of digital marketing!

• Search Engine Optimization (SEO):
  • What’s the buzz?: It’s like teaching your website the language of Google. When done right, your site pops up whenever someone searches for related stuff.
  • For instance, you want your ‘Bangalore’s best masala dosa’ cafe to appear whenever someone’s hungry for a dosa fix.

• Pay-Per-Click (PPC):
  • What’s the buzz?: It’s like buying a ticket for the VIP queue. Each click on your ad costs you money, but hey, you’re right in front of the line!
  • For instance, imagine seeing an ad for quirky Pune monsoon wear the moment you Google “raincoats.”

• Content Marketing:
  • What’s the buzz?: It’s all about wooing your audience with killer content, be it blogs, articles, or infographics.
  • For instance, imagine reading a cool article titled “10 monsoon street foods you can’t miss in Mumbai.”

• Social Media Marketing (SMM):
  • What’s the buzz?: Party on social media platforms! It’s all about making your brand the life of the party on Insta, Facebook, or Twitter.
  • For instance, your Hyderabad biryani joint sharing drool-worthy posts on Instagram. Yum!

• Email Marketing:
  • What’s the buzz?: It’s like sending love letters, but to your customers. Newsletters, promotions, you name it!
  • For instance, getting a mailer about a special Diwali sale from your favorite online kurta store.

• Affiliate Marketing:
  • What’s the buzz?: Promote others and earn some moolah! Like recommending a friend’s band and getting a cut from ticket sales.
  • For instance, writing a blog about the top 5 headphones and getting a commission for every sale through your link.

• Online PR:
  • What’s the buzz?: Being the town’s talk, but online. Handling your brand’s image on online platforms.
  • For instance, your Jaipur handicraft business getting a shoutout from a popular travel news digest.

• Influencer Marketing:
  • What’s the buzz?: Teaming up with the cool kids (influencers) of the internet world to give your brand a boost.
  • For instance, a Delhi-based makeup brand collaborating with a beauty vlogger for a product review.

• Video Marketing:
  • What’s the buzz?: Show, don’t just tell! Videos that showcase, educate, and wow your audience.
  • For instance, an engaging video tutorial on how to drape a saree in 5 different styles.

• SMS Marketing:
  • What’s the buzz?: Good old texts! Quick, crisp, and straight to the point.
  • For instance, getting an SMS about a weekend discount at your local spa.

Also Read – 12 Digital Marketing Jargons Everyone Must Know

Rome wasn’t built in one day! And the Taj Mahal wasn’t built by just anyone. Similarly, it’ll take a lot of experience & skillsets to become an accomplished Digital Marketer. Here are some skills you need to have to become a Digital Marketer –

• Understanding Tech
  • You don’t have to be a full-fledged techie, but it helps to know the nuts and bolts of digital spaces. A good starting point? Get a handle on how websites and apps are structured – think of it as knowing the blueprints to a digital Taj Mahal.
  • It’s also smart to wrap your head around the algorithms that rule the roost on platforms like Google, Amazon, and Facebook – these are the secret spices that can make or break your online strategy.

• Knack For Creativity
  • Just as the intricate designs on the walls of the Taj Mahal draw countless admirers, your creative skills can captivate your audience.
  • Whether it’s crafting catchy headlines, designing a slick infographic, or dreaming up a viral hashtag, your creativity is the brush with which you’ll paint the canvas of digital media.

• Some Love For Numbers
  • Embrace analytics like a mathematician loves equations. The numbers will tell you not just how well you’re doing, but also give you clues about where to go next.
  • From website traffic stats to social media engagement rates, these figures are like the gatekeepers of the digital marketing empire, guiding you to make informed decisions.

Also Read – Top 13 Digital Marketing Trends

So we’ve seen what Digital Marketing can do. Let’s see how you can build a strategy that will give your business an edge over your competitors.

And this applies to small, medium and large enterprises, as well as to becoming influencers.

• Step 1 – Understand Your Audience

Who are they, their age group, location, gender, likes & dislikes, financial status. All these insights will teach you how to create compelling communication that will entice your audience & drive them to take the desired action.

• Step 2 – Do Thorough Competitive Research

Knowing what your competition is doing and on which platform will help you understand what is working for them, what is not and how to develop your own marketing plan to achieve success.

• Step 3 – Set Realistic Goals

Goals should be as clear as your family’s tea recipe – specific and achievable. Decide what you want to achieve with your digital marketing efforts, be it more website traffic, increased sales, or higher engagement, and then determine how you’ll measure these goals.

• Step 4 – Choose the Right Platforms

Select platforms where your target audience spends their time. It’s about being at the right place at the right time. Does your audience prefer Instagram over Twitter? Make sure your content is where it needs to be seen.

• Step 5 – Create Compelling Content

Your content should be engaging and valuable. It’s the conversation starter at a social gathering – make it interesting enough that people want to engage with it and share it with others.

• Step 6 – Implement & Adapt

Put your plan into action with precision, but stay flexible. The digital market can shift quickly, and you must be ready to adjust your strategy, much like changing lanes in traffic to keep moving forward smoothly.

• Step 7 – Measure & Optimize

Use analytics to track your performance. It’s the feedback loop that tells you what’s working and what isn’t. Like tweaking a recipe to perfection, use the data to refine your strategy.

• Step 8 – Keep Evolving

The digital landscape is always changing, and so should you. Stay updated with the latest trends and best practices in digital marketing, keep experimenting, and never stop learning.

Measuring your digital marketing success is like taking a step back to see if your plants are growing after you’ve sown the seeds. It’s about making sure that the effort, time, and money you’re pouring into your campaigns are turning into sweet fruit—or at least sprouting some promising buds. Let’s get into how you can track your digital garden without getting tangled in the weeds.

• Set Clear Goals

Before you dive into metrics, define what success looks like. Do you want to increase sales, boost brand awareness, or grow your email list? Make sure these goals are specific, measurable, attainable, relevant, and time-bound (SMART).

• Track the Right Metrics

Focus on Key Performance Indicators (KPIs) that directly relate to your goals. For sales, look at conversion rates and ROI. For awareness, monitor reach and impressions. Here are some metrics to keep an eye on:

1. Traffic: How many visitors are coming to your site? Are they new or returning?
2. Engagement: Are people commenting, sharing, and interacting with your content?
3. Conversions: How many visitors are taking the desired action, such as making a purchase or signing up?
4. Customer Acquisition Cost (CAC): How much does it cost to acquire a new customer through each digital channel?
5. Customer Lifetime Value (CLTV): How much value does a customer bring over their lifetime?

• Use Analytics Tools

Leverage tools like Google Analytics to track website performance, or platform-specific analytics for social media insights. These tools can help you understand where your traffic is coming from, which pages they’re engaging with, and where you might be losing them.

• Monitor Customer Behavior

Pay attention to how customers interact with your digital presence. Heatmaps, for instance, can show you what parts of your website are getting the most attention.

• Keep an Eye on Conversion Paths

Understand the journey your customer takes to convert. Use attribution modeling to determine which channels are actually driving sales, rather than just generating clicks.

• Compare Against Benchmarks

Know the industry standards and compare your performance against them. This will help you understand if you’re ahead of the curve or lagging behind.

• Regular Reporting

Make regular reports – weekly, monthly, or quarterly – to track your progress. This keeps everyone on the same page and allows you to adjust strategies as needed.

• A/B Testing

Test different versions of your web pages, emails, or ads to see which performs better. This is a powerful way to optimize your digital marketing efforts.

• Listen to Your Audience

Use social listening tools to track what people are saying about your brand online. This feedback can provide invaluable insights into customer sentiment and brand perception.

• Don’t Forget Qualitative Data

Numbers tell part of the story, but customer feedback, surveys, and interviews can provide context and understanding that pure data cannot.

By tracking your digital marketing efforts accurately, you can paint a clear picture of what’s working and what isn’t. This allows you to make informed decisions, allocate your budget effectively, and grow your business with confidence. Remember, the goal is to learn and improve continuously, so even a campaign that didn’t meet expectations can be a stepping stone to future success.

Also Read – 50 Digital Marketing Tools for Successful Online Marketing of your Business

Certainly! Here are a few examples of successful digital marketing strategies from various industries that have struck gold in their respective domains.

• Interactive Campaigns: Zomato’s Zany Ads

Industry: Food Service

Strategy: Leveraging witty and topical social media posts

Outcome: High engagement rates, strong brand recall

Why It Worked: Zomato has mastered the art of creating quirky and relatable content that resonates well with the Indian audience. Their quick wit in response to trending topics often goes viral, encouraging shares and discussions.

• SEO Mastery: HDFC’s Content Strategy

Industry: Banking & Finance

Strategy: High-quality content that targets specific keywords

Outcome: Increased organic traffic and higher search engine rankings

Why It Worked: HDFC invested in a robust content marketing strategy that improved their SEO, driving more organic traffic to their website. Informative blog posts on finance-related topics helped position them as thought leaders.

• Influencer Collaborations: Nykaa’s Beauty Bonanza

Industry: Beauty & Cosmetics

Strategy: Partnering with beauty influencers for product promotions

Outcome: Increased brand awareness and sales

Why It Worked: Nykaa’s collaboration with influencers gave them access to loyal and niche audiences. Authentic content created by influencers resonated with the target audience, leading to an uptick in sales.

• Data-Driven Personalization: Amazon India’s Recommendations

Industry: E-commerce

Strategy: Personalized product recommendations using customer data

Outcome: Enhanced customer experience, repeat purchases

Why It Worked: Amazon’s recommendation algorithms offer a tailored shopping experience for each user, increasing the likelihood of discovering and purchasing products.

• Viral Video Marketing: Swiggy’s “Gulab Jamun” Ad

Industry: Food Delivery

Strategy: Creating relatable and humorous video content

Outcome: Widespread sharing on social media, brand engagement

Why It Worked: Swiggy’s ad campaign with relatable humor struck a chord with audiences, leading to viral sharing, which increased brand visibility and engagement.

• Social Responsibility: Tata Tea’s “Jaago Re” Campaign

Industry: FMCG – Tea Beverage

Strategy: Social cause marketing with impactful messaging

Outcome: Strong emotional connect with consumers, increased brand loyalty

Why It Worked: The “Jaago Re” campaign not only promoted Tata Tea but also encouraged civic awareness and activism, creating a positive brand association and deeper customer engagement.

• Email Marketing Excellence: BookMyShow’s Smart Curation

Industry: Entertainment & Ticketing

Strategy: Personalized emails with event recommendations

Outcome: Increased click-through rates, and higher conversion

Why It Worked: BookMyShow’s emails are curated based on past bookings and browsing behavior, making them highly relevant and increasing the likelihood of a transaction.

• Localized Content: Flipkart’s “Big Billion Days”

Industry: E-commerce

Strategy: Localized ads and deals during festive seasons

Outcome: Record-breaking sales, high customer engagement

Why It Worked: Flipkart’s Big Billion Days capitalize on India’s festive shopping spree with localized content and offers, making it a much-awaited event for shoppers.

• Memorable Hashtags: MakeMyTrip’s #BefikarBookKar

Industry: Travel & Hospitality

Strategy: Hashtag campaign encouraging carefree travel bookings

Outcome: High social media engagement, trended on Twitter

Why It Worked: The hashtag was catchy and promoted a worry-free booking experience, aligning well with the brand’s promise and encouraging shares.

• AR Experience: Lenskart’s Virtual Try-On

Industry: Eyewear Retail

Strategy: Augmented Reality (AR) for trying glasses on virtually

Outcome: Enhanced user experience, lower return rates

Why It Worked: Lenskart’s AR feature solved a significant pain point for online eyewear shopping by allowing customers to try before they buy, improving confidence in their purchase decisions.

Each of these strategies showcases a unique angle on leveraging digital platforms to create meaningful connections with customers and drive business outcomes. What’s common among them is the deep understanding of their audience and the innovative use of technology to craft experiences that are not only engaging but also add value to their customers’ lives.

The digital marketing landscape is as dynamic as a Mumbai local train during rush hour—always on the move and packed with challenges.

As a digital marketer, you’ll need to juggle a lot of balls and dodge a few curveballs too. Here’s a list of challenges you might face, along with a dash of humor to keep things in perspective:

• Keeping Up With Algorithm Changes
  • The Challenge: Just when you think you’ve cracked the code, platforms like Google, Facebook, or Instagram throw in an algorithm update, and it’s back to the drawing board.
  • Humorous Take: Algorithms change more often than the fashion trends in Bollywood—blink, and you missed the new style!
• Data Privacy Regulations
  • The Challenge: With increasing concerns around data privacy, regulations like GDPR and others can limit how you track and target your audience.
  • Humorous Take: Handling data privacy is like walking a tightrope while juggling—everyone’s watching, and you can’t afford to slip!
• High Competition
  • The Challenge: With everyone and their uncle doing digital marketing, standing out in the crowd becomes tougher.
  • Humorous Take: It’s like trying to get noticed in a crowded Indian wedding—everyone’s dressed to impress!
• Budget Constraints
  • The Challenge: You’re expected to create a viral campaign on a budget that’s tighter than a new pair of jeans.
  • Humorous Take: They want a Shahrukh Khan hit movie but on a budget of an indie short film.
• Technology Overload
  • The Challenge: New tools and technologies pop up every day. Mastering them all is overwhelming.
  • Humorous Take: You need to be a tech octopus, with each arm doing something different!
• Changing Consumer Behaviors:
  • The Challenge: The digital audience is fickle, and their behaviors change faster than the plot twists in a daily soap.
  • Humorous Take: Today they love memes, tomorrow they want reels, and who knows, maybe the day after they’ll be into puppet shows!
• Content Saturation
  • The Challenge: There’s so much content out there that getting your message heard is like finding a quiet spot in Mumbai—it’s nearly impossible.
  • Humorous Take: You’re trying to serenade someone in a market—it better be good to cut through the noise!
• Skill Gaps
  • The Challenge: Digital marketing requires a diverse skill set, and finding or developing these skills is a constant pursuit.
  • Humorous Take: You’re expected to be a jack-of-all-trades, a master of all, and a magician on some days.
• Attribution & ROI Measurement
  • The Challenge: Proving the ROI of your digital marketing efforts can be as complex as explaining a Christopher Nolan movie plot to someone.
  • Humorous Take: It’s like every time you show the ROI, it feels like you’re unveiling a mystery—“Ta-da, here’s the money!”
• Maintaining Work-Life Balance
  • The Challenge: The always-on nature of digital marketing can blur the lines between work and personal life.
  • Humorous Take: You dream in hashtags and wake up thinking about analytics—your brain’s a browser with too many tabs open!

Overcoming these challenges requires adaptability, continuous learning, and a bit of humor to stay sane. Keep learning, stay agile, and maybe meditate every now and then—because when it comes to digital marketing, it’s all about the zen and the hustle!

Also Read – 9 Ways Data Analytics Help Your Digital Marketing Efforts

In the dynamic world of digital marketing, there’s a role for every kind of talent, from the creative wordsmith to the data-obsessed analyst. Here’s a quick peek into various job profiles within digital marketing and the kind of salaries one might expect in India.

Of course, these numbers can dance up and down like the stock market, depending on experience, location, and the company’s mood swings.

• Social Media Manager
  • What They Do: These digital gurus handle the social media life of a brand, from crafting witty tweets to creating strategy for brand presence across platforms.
  • Average Salary: ₹3,00,000 to ₹7,00,000 per year

• SEO Specialist
  • What They Do: The Sherlock Holmes of the digital world, SEO specialists analyze trends, keywords, and the Google algorithm to get the website on the top of search results.
  • Average Salary: ₹2,20,000 to ₹8,00,000 per year

• Content Marketer
  • What They Do: They’re the storytellers, creating engaging content that hooks readers and keeps them coming back for more.
  • Average Salary: ₹2,50,000 to ₹5,00,000 per year

• Digital Marketing Manager
  • What They Do: They orchestrate the digital marketing symphony, managing campaigns, strategizing, and making sure all digital marketing channels play in harmony.
  • Average Salary: ₹4,00,000 to ₹10,00,000 per year

• PPC Analyst/Google Ads Specialist
  • What They Do: These are the sharpshooters, managing paid campaigns on Google Ads and ensuring the best ROI for every paisa spent.
  • Average Salary: ₹2,50,000 to ₹6,00,000 per year

• Email Marketing Specialist
  • What They Do: They fight against the ‘mark as spam’ culture and try to craft emails that people actually look forward to opening.
  • Average Salary: ₹2,40,000 to ₹5,00,000 per year

• Analytics Expert
  • What They Do: Analytics experts love numbers more than a mathematician, using data to guide strategy decisions and budget allocations.
  • Average Salary: ₹3,50,000 to ₹10,00,000 per year

• Digital Marketing Executive
  • What They Do: These are the all-rounders, often working in smaller setups, and wearing multiple hats from social posts to email campaigns.
  • Average Salary: ₹1,80,000 to ₹4,00,000 per year

• E-commerce Specialist
  • What They Do: They know the ins and outs of online shopping, from managing product listings to optimizing the user shopping experience.
  • Average Salary: ₹3,00,000 to ₹8,00,000 per year

• Influencer Marketing Manager
  • What They Do: They connect brands with influencers, managing collaborations that look as natural as a filter can make them.
  • Average Salary: ₹3,00,000 to ₹6,00,000 per year

Also Read – How to crack your first job interview as a digital marketing professional

Learning a new skill can be tough, especially since you don’t know where to start, whom to learn from and how much time to dedicate. So here’s a little help from Proschool – 

• Learning On Your Own – 

A bit challenging but possible, the upside is that it will save you on course fees, while the downside is that you don’t know what to read/watch.

Start by learning the basics of Marketing – 4P’s, AIDA model etc. Then start learning about website technologies & SEO. Following blogs like SEOJournal, Search Engine Land etc. could be a good start. Then move towards learning Google Ads, there’s a plethora of YouTube videos & blogs that could help you with this.

Next comes Social Media Marketing, learning platforms, ORM, how to create shareable content etc. Hubspot blogs & YouTube channels could be a good starting point.

Also, there’s a lot of misinformation & outdated content on the web, since the field is evolving too fast to keep up with. So if navigating all these challenges seems difficult, then there’s a better option for you.

• Take Up An Offline Course

Of course, this would cost you some money, but you’ll get a lot of practical exposure since a tutor would be by your side to teach you from basics of everything and hold your hand through any challenges. You get a structured curriculum & best resources in one place.

A chance to make some amazing new friends is an additional benefit of taking up a course. This could also open up potential job offers & internship opportunities as many institutions/faculty/peers have connections with digital marketing agencies & reputed brands.

Proschool is one of the finest institutions where you can learn Digital Marketing. At Proschool, you get –

• Offline classes with small batches to improve individual focus.
• Get job-ready within 3 months & start your career @ 4 -6 LPA.
• Learn to run your own digital marketing campaigns
• A team of specialized trainers help you prepare for your interviews

FAQ’s