HOW TO SELL, MARKET,
AND PROMOTE YOUR
Digital Marketing involves the use of channels and methods that enable enterprises to
analyze their marketing campaigns and understand what is working and what isn’t.
Costarch Analytical Consulting Private Limited
Digital Marketing is the promotion of products or brands using one of many forms
of electronic media. Digital Marketing involves the use of channels and methods that
enable enterprises to analyze their marketing campaigns and understand what is
working and what isn’t.
Perhaps, Internet is the channel most closely associated with digital marketing,
others include wireless text messaging, mobile instant messaging, mobile apps,
podcasts, electronic billboards, digital television and radio channels.
Digital media is so pervasive that consumers have access to information any time
and any place they want it. Gone are the days when the messages people got about
your products or services came from you and consisted of only what you wanted
them to know. Digital media is an evergrowing source of entertainment, news,
shopping and social interaction, and consumers are now exposed not just to what
your company says about your brand, but what the media, friends, relatives, peers,
etc., are saying as well. And they are more likely to believe them than you. People
want brands they can trust, companies that know them, communications that are
personalized and relevant, and offers tailored to their needs and preferences.
Search Engine Optimization
Search Engine Optimization (SEO) is the process of affecting the visibility of a
website or a web page in a search engine’s natural/organic/unpaid search results. In
general, higher ranked pages appear more frequently in the search results lists, and
have greater probability of being clicked by the users. SEO can be used to target
different kinds of search engines, including image search, local search, video search,
academic search, news search and industry-specific vertical search engines.
Search Engine Marketing
Search Engine Marketing (SEM) is a form of Internet Marketing that involves the
promotion of websites by increasing their visibility in search engine results pages
through optimization and advertising. SEM may use Search Engine Optimization
(SEO), that adjusts or rewrites website content to achieve a higher ranking in search
engine results pages or use Pay Per Click (paid advertisement).
Social Media Marketing
Social Media Marketing refers to the process of gaining website traffic or attention
through social media sites. Social media marketing programs usually center on
efforts to create content that attracts attention and encourages readers to share it with
their social networks. The resulting electronic word of mouth (eWoM) refers to any
statement consumers share via the Internet (e.g., web sites, social networks, instant
messages, news feeds) about an event, product, service, brand or company. When
the underlying message spreads from user to user and presumably resonates because
it appears to come from a trusted, third-party source, as opposed to the brand or
company itself, this form of marketing results in ‘earned media’ rather than ‘paid
Content Sharing and Marketing
Content marketing is any marketing format that involves the creation and sharing
of media and publishing content in order to acquire customers. This information can
be presented in a variety of formats, including news, video, white papers, ebooks, infographics, case studies, how-to guides, question and answer articles,
Content marketing is focused not on selling, but on simply communicating with
customers and prospects. The idea is to inspire business and loyalty from buyers by
delivering "consistent, ongoing valuable information".
Online Video Promotion
Article video marketing is a new type of internet marketing and advertising in which
business create 2-5 minute short videos about specific topics using content from
articles and other text sources. The videos are then uploaded to various video sharing
websites like youtube for distribution and exposure.
integrated marketing communications plan designed to increase audience
engagement through social activity around a given video. In a successful social video
marketing campaign, the content, distribution strategy and consumer self-expression
tools combine to allow an individual to “add their voice” or co-create value to a piece
of content - then further propagating it out to their social circles.
Social video typically benefits from a halo effect cast by the "influencers” of a
given social grouping. SVM draws on consumer-culture theory, economic theory,
and social theory around the psychology of sharing. Social video marketing differs
from social marketing, which has the intent of influencing behavior for a social good.
Display advertising is a type of advertising that typically contains text (i.e., copy),
logos, photographs or other images, location maps, and similar items. In periodicals,
display advertising can appear on the same page as, or on the page adjacent to,
general editorial content. In contrast, classified advertising generally appears in a
distinct section, was traditionally text-only, and was available in a limited selection
Display advertisements are not required to contain images, audio, or video: Textual
advertisements are also used where text may be more appropriate or more effective.
An example of textual advertisements is commercial messages sent to mobile
device users, or email.
One common form of display advertising involves billboards. Posters, fliers, transit
cards, tents, scale models are examples of display advertising.
Web Analytics and Tracking
Web analytics is the measurement, collection, analysis and reporting of internet
data for purposes of understanding and optimizing web usage. Web analytics is not
just a tool for measuring web traffic but can be used as a tool for business and market
research, and to assess and improve the effectiveness of a web site. Web analytics
applications can also help companies measure the results of traditional print or
broadcast advertising campaigns. It helps one to estimate how traffic to a website
changes after the launch of a new advertising campaign. Web analytics provides
information about the number of visitors to a website and the number of page views.
It helps gauge traffic and popularity trends which is useful for market research.
There are two categories of web analytics; off-site and on-site web analytics. Offsite web analytics refers to web measurement and analysis regardless of whether you
website's potential audience (opportunity), share of voice (visibility), and buzz
(comments) that is happening on the Internet as a whole. On-site web analytics
measure a visitor's behavior once on your website. This includes its drivers and
conversions; for example, the degree to which different landing pages are associated
with online purchases. On-site web analytics measures the performance of your
website in a commercial context. This data is typically compared against key
performance indicators for performance, and used to improve a web site or
marketing campaign's audience response. Google Analytics is the most widely used
on-site web analytics service; although new tools are emerging that provide
additional layers of information, including heat maps and session replay.
Historically, web analytics has referred to on-site visitor measurement. However in
recent years this has blurred, mainly because vendors are producing tools that span
Digital Marketing is the cost-effective way to market your brand, products, and services. Digital
marketing is more about innovation and strategies than about big budgets.
Digital Marketing has immense potential to impact your bottom lines. So start leveraging the
power of digitization.
COSTARCH Analytical Consulting Private Limited
Nemi Nagar Extention, Jaipur
Ph: +91 141 401 4310