462.12 million. That’s the number of internet users in India today, making us the second largest online market in the world.
India is fast becoming a digital-first nation by adopting new trends and changing conventional practices. Internet penetration is rapidly growing and we are forecasted to reach a user base of 555.3 million by 2021. This growth forecast of the internet user base in the country proves the huge potential for trade & commerce.
Digital medium has become a primary channel for distribution as opposed to being just an alternative. Channelling your marketing efforts on digital helps you reach a larger audience, analyse their interactions with your product/service and customize your business strategies accordingly. It makes advertising to various segments and getting real-time data on customer preferences possible. By finding the most effective medium & message, Digital Marketing further helps you optimize your spends.
Marketing on the digital platform does not limit to advertising online. It’s a multi-faceted tool. Here is a quick guide on how to capitalize on Digital Marketing for your company.
When you think of how to spend your marketing budget, content marketing might not immediately come to your mind. Creating valuable content for your business is an investment that needs both sufficient time and money before you reap its benefits.
When you are rejuvenating your energies on your FB timeline. You are actually consuming a lot of brand content in the form of videos with brand messages or political agenda propagation and your comments and likes are proofs that it works. Content is really the king today – it is the foundation of everything you do. It is the fuel that your digital marketing efforts run on. You can use content in different forms – text, images or video to connect with your prospects and customers alike. The content you create can further be repurposed as case studies, infographics, whitepapers or even GIFs/ memes in order to support your efforts on different channels.
Pay per Click (PPC) & Banner Ads
The magic of Digital Marketing is that you can decide who you are reaching your ads to. Targeted paid search shows ads to users based on their recent searches. These searches suggest desire, need or interest in a product that your business provides. With paid search, you are reaching out to users who have identified themselves as potential customers. This strategy is far more targeted and cost-efficient than traditional ‘spray and prays’ methods.
The tools and tech available assist you to identify interested user groups based on the host of parameters with accurate data. Again FB has a lot of data which comes into lay in the background to our help (at our as a user’s expense, pun intended). Similar is the case with Google across its platforms.
The results of paid searches start almost immediately by generating traffic to your storefront, making it easier to assess the impact of your brand/product. You can start advertising on small budgets initially to test the market and gradually increase your daily spends once you have analyzed your campaign performance, and learned to optimize it.
Supposedly the free source of digital marketing. Write good and relevant content on your digital assets. Link them back to each other keeping user flow as smooth as you expect while surfing and you are bound to get reasonable success here. Based on your digital strategy, you may want to generate a good volume of traffic or cost-effective leads from SEO.
Remarketing simply means that you are showing targeted ads to users who have searched for your product or visited your site. It is a good way to recover prospects or even sales, once they have left your site and continued to browse elsewhere. It is comparatively inexpensive, so it’s useful if you are looking to support other channels at a low cost.
Email marketing is the oldest and highly cost-effective tool to generate fresh interest and convert leads into sales. Users, who have submitted their mail IDs in order to keep themselves posted on your updates, are a valuable audience; they have already displayed a level of interest in your brand. Communicating with them builds a relationship, further influencing their lifetime value as a customer. Running an email marketing campaign is also very economical. You can create templates that can be repurposed for different mailers and distribute them for a minimal cost.
Oh yes, this is the biggest digital marketing asset. All your online activities are to converge on the website. Websites have plausible purposes, information (akin to a brochure of the company), lead or interest generation and revenue or sales. Sales are not only possible for eCommerce retailers, even if you have a small portfolio of products or services with buyers who can pay online you have online sales potential.
This is your biggest lead generation tool. Technical a part of your website but a custom page with a preferably single call to action so as to direct the campaign paid traffic to one, single most important activity you want from your money spent.
This is phase 2 of digital, tracking and collecting data of all your activities and user reactions to that. A host of data is there to be collected. Many great tools are available, Google Analytics is the basic and most important one.
Conversion Rate Optimization
Conversion rate optimization is about making the most of all the traffic you generate from various digital marketing efforts. Leads often fall out because they face a difference in their experience of your website as compared to that of your ad. By testing and optimizing the performance of certain elements of your website, you can stop losing such potential customers. User experience with your website is more likely to convert leads and make long term customers. Focusing on conversion rate optimization will help you ensure fewer sales are lost by regularly optimizing your website performance.
The world is getting smarter, and brands understand that Digital Marketing is giving rise to lucrative avenues for them to succeed. Insights into consumer behaviour are vital towards ensuring the longevity of the brand. Online Digital Marketing Courses will help you connect meaningfully with your TG while also determining how best to optimize your spend and focusing on channels that deliver proven ROI.