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What is Digital Marketing?

Internet usage has more than doubled in the past decade and Digital Marketing has been a key component in every business which wants to grow online.

There has been a massive shift in the consumer behavior on how they purchase a product now and has got every business entity to stand up and acknowledge this.

If this makes you wonder what is this Internet Marketing, Online Marketing, Digital Marketing – Well this is like any other way you market your product.

You meet and interact with your potential customer and influence them. The only difference is you do this online.

Marketing your company or business online is really a big deal these days and most of us do not realize their digital assets which they can leverage and available to them.

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How Does Digital Marketing Work?

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This questions baffles many new business who do not understand how to make this work.

Let me explain by breaking this down.

Digital Marketing is your marketing done online.

We have the following assets or efforts which allow us to connect and engage our potential customer online.

Social Media, Pay Per Click Ads, Email Marketing, Blog Posts are some examples.

Lets look at the assets or tools which help us leverage this.

  1. Your Website
  2. Your Social Media Pages
  3. Your Videos
  4. Your Images
  5. Your Content on Website (including your brand identity, like logo)
  6. Your Podcasts

Lets See The 2 Categories of Business and how they can leverage Digital Marketing.

Business to Customer/Consumer (B2C) Product selling Companies:

Here you will find the product range and pricing is lower. All they need to do is focus on specific audience which the product relates to and setup their funnel and price points and make them arrive in the funnel with the right messaging.

Then the funnel would take care of the customer engagement and fulfilment.

So you see it makes sense for the B2C companies to be present in the social media and paid social media ads.

So if we have to suggest which makes better sense to start their marketing campaign, yes SEO is a great option but to bring faster results a paid social media ads is more likely a better fit for B2C.

Business to Business (B2B) Companies

Now that we understand audience . The B2B companies need to work on a different strategy to get in front of their audience.

Suppose a B2B company has a product at 70K INR.

Here a paid search is a great option for B2B companies.

As the audience is specific niche and anyone searching for the term specific to the 70k product would find the result right on page one with a paid search ads option.

Most of these niche customers may not even come to your website.

All they do is give you a call and say I need one. here you may need content marketing and email marketing strategy which is more evolved process.

What Problems Can Digital Marketing Solve?

People are no longer making their purchase decision by visiting a brick and mortar store or meeting. With the advancement of Internet and its availability more and more customer are looking at web to provide them solutions.

So any marketing campaign you cannot ignore your online efforts which is a must do list now.

Digital marketing can help you solve your marketing team decision making and credibility by providing metrics of each campaign, help you know your target audience, help you learn their purchase behavior.

  1. I have my marketing team isolated working for specific channel and communication. Your customer is not someone who is waiting for your ads in one channel. You must approach multichannel engagements especially when each social media having different audience and expectations.
  2. Not having optimised SEO in each medium. You need to test and optimize your SEO efforts to maximize the quality and content that any potential customer would want.
  3. No Social Media Strategy: Its important to have some sort of social media engagement regardless of you engaging in paid social ads or organic social media reach. It helps people to relate with your brand and helps you in your digital marketing campaigns. You need to be consistent and patient till your audience grows and see an impact on your brand.
  4. Have no idea on your audience. While your marketing team works on developing personas it takes time to know your audience. Whats more consumers who are active may not behave as you may have expected so you need to test your strategies and campaign and get more attuned to your consumers need which will help build you credibility.

What  is the use of Digital Marketing for Business?

The ability to reach a global marketplace. You can save money and reach more customers for less money than traditional marketing methods. Get to know your audience and allow them to know you personally which can help to create brand loyalty. You can track responses to your marketing efforts immediately.

One of the major reasons why digital marketing is taking over the traditional marketing channels is because the internet has enabled businesses to interact with targeted audiences in real time. Customers have grown accustomed to engaging and interacting with one’s brand or business

What is a Digital Marketing Strategy? What Are The Components?

Digital Touchpoints or Digital Strategies are basically where the potential customers interact and here are the list of some of the most common used methods.

A digital marketing strategy describes a series of actions that use online marketing channels to achieve various goals. Channels can include owned, paid, and earned media. A digital marketing action plan allows you to build and launch your online marketing strategy with success.

Search Engine Optimization (SEO)

This is a method of Digital Marketing where you attract your customer by content on your website or social media channels and if you are someone who likes to write their own content then you don’t even have to pay for this service.

How does this work?

When someone searches for a specific keyword in google you will be shown results that match content related to the keyword This page is called SERP ( Search Engine Ranking Page). A page that is on top of an organic search is given a page rank and also a site rank. This means a website where the page is being shown on SERP also matters. The biggest advantage here is you don’t pay for this content and is more like an asset on your website or blog page which brings in traffic. The process of getting your page to rank higher though is a very long and competitive and takes a long time to propagate based on optimization of content, tags, and also metric

Paid Search Ads

This is by far the most effective paid search advertisement used by many business. Google, Bing and many new search engines allow you to place ads in their search engine result pages (SERP)

Pay Per Click Ads

This is a generic term for any search ads. Pay Per Click (PPC ) ads is used as a terms not only for search but also in different social media channels.

You pay when someone clicks on your ads , this basically relates to an action for the ads by taking action and clicking on the link which takes you to a landing page and usually for a goodie or gift in exchange for customer email.

Social Media Marketing

Like SEO, social media marketing is the free, organic way to use social media platforms like Facebook or Twitter to market your business. And, just like SEO, organically marketing your business on social media takes a lot more time and effort, but in the long run, it can deliver much cheaper results

Paid Social Media Ads

This is similar to PPC ads but here it is specific to the Social media channel. Most social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest and Snapchat will allow you to run ads on their site. Paid social media advertising is great for building awareness with audiences that might not be aware that your business, product or service exists.

Content Marketing

Effective content marketing is not outwardly promotional in nature, but rather serves to educate and inspire consumers who are seeking information. When you offer content that is relevant to your audience, it can secure you as a thought leader and a trustworthy source of information, making it less likely that your other marketing efforts will be lost in the static. In the age of the self-directed buyer, content marketing gets three times more leads than paid search advertising, so it’s well worth the additional effort.

Native Ads

Ever get to the bottom of an article and see a list of suggested articles? That’s native advertising. Most native advertising falls under content marketing because it uses content to attract clicks (“you’ll never believe what happens next!”). Often, native advertising can be a bit hard to spot, since it is usually mixed in with non-paid content recommendations…but that’s kind of the point.

Email Marketing

Email marketing is the oldest form of online marketing and it’s still going strong. Most digital marketers use email marketing to advertise special deals, highlight content (often as part of content marketing) or promote an event.

How Can You Get Started?

Business today has a lot of ways to market their business online.

This is one marketing channel that cannot be ignored which is, why many businesses either hire an agency to manage their digital marketing efforts or pay for an in-house marketing team and marketing automation software to cover their marketing needs.

The good news is, getting started with digital marketing is fairly easy.

Most online advertising platforms make it easy to sign up and create your first campaign (it is how they make money, after all).

Here are a few links to beginner guides for several different digital marketing strategies:

Aim of Digital Marketing

Improve your conversion rate: Another popular digital marketing objective is to convert more readers/viewers/followers into customers. Increase your sales: Which is, after all, the ultimate goal for many different businesses. Increase traffic: For example, organic traffic, traffic from social media and so on.

Trends of Digital Marketing

  • Facebook May Be Peaking. Really. …
  • Instagram is a Hit with the Kids. …
  • Chatbots Will Dominate Customer Service. …
  • Video is No Longer an Option. …
  • Good Content Still Matters (and Now Context Matters More!) …
  • Email is Getting More Personalized. …
  • Interactive Content Will Become Mainstream. …
  • Voice Interaction Continues Upward.


As you can see Importance of digital marketing cannot be undermined to only the business which run technology and are online. Many Business are shifting more towards aligning their business towards a lean and mean digital strategy.

The importance of digital marketing is that you can easily track and monitor your campaigns. When you invest time and money into your campaigns, you want to know that they are working. Digital marketing makes it easy for you to track your campaigns, which allows you to adapt and drive better results

Hearts Media works as a partner to business in embracing this change. We work  towards optimum reach through better content management and effectively increase sales revenue. Contact us today to discover how you can grow your business online better.