Yathav.com- Learn Digital Marketing in just 40 days

1. Digital Marketing – Introduction What is digital Marketing? Digital marketing is a effort which basically communicates/distribute a message to help people form an opinion about a product/service on digitally connected devices such as mobile phone, computer, etc. Digital marketing contains search engine marketing (SEM) , Search engine optimisation, social media optimisation, social media ads, display ads, email marketing, content marketing. History Digital marketing in 1980’s Digital marketing have been around since 1980’s. However the term “digital marketing” could be subjective with respect to time. For example, IBM launched personal computers in 1981. Even in 1980’s computers were good enough to store large amount of data. In marketing context, large volume of customer sales data, consumer behavior data. In 1980’s it was all about storing the data. Hence the popular term “data marketing” is a buzzword of marketing in 1980’s. However the practice of storing customer data led to development of the “customer relationship management” CRM software. Digital marketing in 1990’s CRM laid the foundation for the core digital marketing activities in 1990’s. One of the core activity is –sales force automation’s. You may have experienced sale force automation in your life many times but you didn’t know. Whenever you signed up for a car dealership, seeked customer support – all these have sales force automation to help customer in a effective and seamless ways. Many large companies now, started then. Few examples oracle, sales-force, etc. One of the foundations of digital marketing was laid in 1990’s is internet. Digital marketing in 2000’s Digital marketing in 2000’s followed same trend as before.Major digital marketing activities are centered around the internet and web. With the likes of google, Facebook, twitter & LinkedIn users get plenty of web experiences they never had before. Also the rise of smartphone means shift in the digital marketing. Even google moved from web first to mobile first in the later years of the decade. Social media was also a digital marketing buzzword for the host of reasons. Digital Marketing Since 2010

2. Before 2010, people are known as tech savvy people. But since 2010 people became dependent of technology. It’s no longer an option, it’s a mandatory. Think about a life without: google, google maps, uber, swiggy, YouTube, Facebook. Also denser internet coverage means, hyper local marketing have also played the part in digital marketing. Rise of AI thanks to google. In the future of digital marketing the Artificial intelligence would be an integral part . Initial Days of google ads As of writing this, Google is worth 700 Billion dollars. But in 2000 hardly anyone though google would reach a market valuation like now. Even search engines aren’t considered as viable business. In 2000’s attractive business are portals such as yahoo & eol. Advertising was generating back then with a difference. The famous ad type was – banner. Now it could be video or text ad. In 2000’s google experimented with ads but they didn’t build a site like google adwords or google ads. They sold ads via sales rep and the ad inventory was sold based on CPM model. Cost per thousand impressions. Imagine!. This didn’t work as they incurred loss for google. In 2000 google and yahoo had fierce competition on ads,email and everything else that is internet. At this time, goto.com is the search engine that has invented pay per click ads business model. And then in 2001 google introduced adwords, and taken inspiration from goto.com and introduced pay per click into google adwords. However google did one breakthrough innovation that attributed to now gorilla market cap. In goto.com pay per clicks, whoever paid high bid, will be taking the first spot, irrespective of ad quality. So it was difficult for a small yet quality company to compete with larger company. Whoever has a deeper pocket wins the first position- this was a problem rather a important problem. Google figured, if the new formula. First position = Ad relevance * Bid Amount . In this way google made money, advertisers made money, users got a very relevant information.- This innovation became a game changer for google. Now it may seem obvious but it was implemented 18 years ago! Another masterstroke in that put google further ahead is the introduction of pagerank in early 2000’s. Scope of digital marketing Digital marketing spend is expected to triple by 2022. Digital marketing is still growing and has a wider scope. Here’s the few roles you can take in the digital marketing Digital Marketing Manager Probably juggling all aspects of digital marketing. This nature of job includes, leadership, technological expertise, strategy, planning, execution , reporting and coordination with other teams. Generally, a person requires some level of prior experience before this role. Content Marketer

3. Content marketing implies creation of various content formats such as text content, e-books, video, images, podcast, whitepapers & research. If you have a love for writing or content creation then you can incorporate digital marketing knowledge to become a content marketer. Or if you’re coming from arts or media background, experience can be quite useful because this role needs some level of creativity. Social Media Marketing This involves use of social media for various marketing objectives. For example, you can use facebook as an engagement platform or use it for lead generation or sales campaign. One should be aware of the pulse of social media platforms and know-how’s on how to run ads, etc. Search Engine Marketer This involves creating ad campaigns on search engines such as google, bing and other platforms. Search engine marketing involves two aspects : search engine optimisation & pay per click. Search engine optimisation is also called as organic seo where marketer helps in creation of content which is easily readable and understood by search engine to rank well. The pay-per click is a paid ads. Where you will creating campaigns based on keywords with various match types and bid for a maximum cpc. Usually the pay per click campaigns will be part of revenue generation campaigns. Web Analytics/ Data analytics This involves analyzing a lots of data to get insights that can benefit business. One of the biggest advantage of digital marketing is data. Right from analyzing how banner influences sales, to how website speed improves user experience , Analytics is an interesting job to take up!