Fundamentals of Digital Marketing is a wide term describing a set of marketing processes consisting of all available digital channels such as websites, email marketing, social media platforms, SEO, PPC, etc. to promote services or a product to build a digital brand. Applied to political campaigns, the fundamentals of digital marketing can be easy to manage, data-driven, and cost-effective which is crucial for any election campaigning. For both brands and poll candidates, all activities are designed to catch the audience, connect with the target viewers, and close on them.
Buyers can shop easily using various digital marketing channels like Amazon, Flipkart, etc. Sellers can target/ retarget using analytic software to reach a more accurate specific audience through Ads or product/ service promotions. The internet is the core of digital marketing and both big and small businesses can gain from it by taking advantage of technology to further their interests.
Table of Contents – Fundamentals of Digital Marketing
- Online Marketing
- Inbound & Outbound Marketing
- Search Engine Optimization.
- Pay Per Click Advertising and Display Network Advertisements.
- Social Media Campaigns
- Content Marketing
- Audio Marketing
- Email Marketing
- Mobile Marketing
- Web Analytics
- Affiliate Marketing
- Web Design & Development
- Web Images & Graphics
- Video Marketing
- Instant Message Marketing
- Online Reputation Management
- Artificial Intelligence Marketing
- 7 Steps to a Digital Marketing Plan
- Digital Marketing Monetization Strategies
- 5 D’s in Fundamental of Digital Marketing
Online marketing or Internet Marketing, is the online promotion of goods and services and is closely associated with online advertising. The business transmits messages on the internet to its target audience.
Fundamentals of Digital Marketing encompasses the following activities:
Inbound & Outbound Marketing
Inbound & Outbound Marketing can be considered to be the opposite sides of the same coin. Inbound Marketing revolves around creating content that draws leads for the various stages in the marketing funnel process to convert them to customers via organic traffic. Content includes blog posts, social media, email nurturing, newsletters, webinars, infographics, ebooks, etc for optimizing the organic search. Outbound Marketing relies on traditional ways that include TV & radio ads, cold-calling & emailing, paid ads, direct mail, events & exhibitions, billboards, print media, etc for lead generation. Both are necessary to succeed in your digital marketing endeavors.
Search Engine Optimization.
SEO in fundamentals of Digital Marketing builds businesses and attracts new customers through web traffic. Improvise ways to analyze and optimize your site and generate effective strategies for your SEO endeavors. Understand how search engines work and improve search rankings with SEO techniques. Follow best practices for performing keyword research, getting links, analyzing results to advance your search engine positioning, and increasing and evaluating on-page ranking factors. Read more by clicking on SEO fundamentals
Pay Per Click Advertising and Display Network Advertisements.
PPC Campaigns assist in connecting products and services with prospective customers who browse the web in search related to their needs. Write captivating ad copy that attracts good-quality scores.
In display advertising, publishers of websites or blogs reserve and sell certain locations on their sites to advertisers to promote a particular product or service. Generate revenue by monetizing your website with Google AdSense. Ads are sold based either on the number of clicks they receive (CPC) or the particular amount of views or impressions that the advertisement receives (CPM).
Online banner advertising necessitates the embedding of Ads into a web page. It is intended for the sole purpose of attracting web traffic to a site by linking to the site of the advertiser. Optimize your website with analytics tools such as Google Analytics. Set up paid search campaigns that are effective with Google and Bing Ads. Read more by clicking on Search Engine Marketing
Social Media Campaigns
Audiences decide how and when they want to receive information. The campaign must be specific and tend to delight, get together, and share content. This enables consumers to take action leading to conversions. With measurable goals and a tracking program, campaigns are aimed at building communities to create awareness and drive people to your website. Read more by clicking on Social Media Marketing
Create a story around your content such as newsletters, video content, blogs, social, etc that audiences would love to share. Write and create photos, videos, and audio that are engaging and provide a memorable experience. Read more by clicking on Content Marketing
Audio Marketing utilizes sound for brand promotion at personal, influential, and emotional levels. It reaches your audio audience to promote your products and services. It substitutes written content (image or video) with audio conveying your message beyond outdoor display ads. Types of Audio Marketing include Podcasts, Audiobooks, Audiograms, Signature Sound, Streaming platforms like Spotify, and Pandora, Branded Playlist on Spotify like MacDonalds, Voice Search, etc.
Make the most out of email marketing campaigns and grow your list. Create targeted messages that add value and produce results that can be measured. Read more by clicking on Email Marketing
Promote products on the go with mobile marketing techniques that work the best. Make provision for discounts based on location, add QR codes, and set up push notifications. Read more by clicking on Mobile Marketing
Does web Analytics determine what takes place on your website? Why it occurs? and What can be done to fix it? This enables you to provide solutions and make wise decisions about your business.
Google Analytics provides you with instant data that can be acted upon. Interpret and measure the various metrics in Google Analytics, such as actions and conversions. Use Google’s metrics and dimensions for CRO – Conversion Rate Optimization. Read more by clicking on Web Analytics
Affiliate Marketing in Fundamentals of Digital Marketing
A performance-based marketing technique where affiliates are paid for directing customers to another site for the purchase of goods or services. Make money online through your website or a blog by following best practices that result in a successful affiliate marketing strategy. Read more by clicking on Affiliate Marketing & Influencer Marketing
Web Design & Development
Web Images & Graphics
Graphics that look attractive get downloaded quickly and contribute to a user-friendly interface experience. Understand concepts such as image compression and formats. Style your images with CSS use the principles of responsive design and be sure your image looks pronounced.
Selecting a color palette, using a vector graphics editor (Adobe Fireworks), infographics design, etc are ways to explore the presentation of images on the web. Read more by clicking on Web Images
Video Marketing in Fundamentals of Digital Marketing
Videos are used in video marketing for messaging and promotion of brands, products, and services. Videos can serve as a guide to user education so that they can engage and interact across various digital channels. A Video Marketer would require a video software tool for making videos such as Adobe Spark, a scheduler tool such as Buffer, and a dashboard tool that integrates with your social media channels, such as Google Analytics, or Dasheroo. Learn more by clicking on Video Marketing
Instant Message Marketing
SMS Marketing uses text messaging to engage with users to sell products and services. The software can plan and execute campaigns in bulk messaging to your audience list cost-effectively. Use Instant Message Marketing such as WhatsApp, SMS text messaging, Facebook Messenger, Viber, Telegram, Line, etc to extend reach to a list of prospective customers. Establish regular contact with your target list with promotional offers of discount sales, coupons, new product arrivals, etc. Measure metrics such as open rate, reply rate, click-through rate, etc
Online Reputation Management
User queries must be resolved by brands that market their products online. If not addressed a user may resort to posting negative comments about the brand on the net. Normally, such negativity is picked by search engine algorithms to downgrade the search ranking of brands thereby pushing their competitors to rank higher. As it critically impacts the brand’s reputation, corrective measures must be taken to mitigate such bad influence. To best manage your brand on the internet put in order your website’s digital structure, try to prevent misleading information and replace it with correct info pages with the best image and videos for your user, upload trending content and solutions, etc.
Artificial Intelligence Marketing
Make ChatGPT your Digital Marketing Assistant to assist with data-driven insights, crafting personalized content, campaign automation, and more. Read more by clicking on ChatGPT for Blogging. Use Open AIs ChatGPT | AI Tools for –
- Generating ideas, paraphrasing, presentation, and writing long-form content, etc.
- Web Design – Use tools such as DALL E2, Midjourney, Synthesia, Photoroom, etc.
- Branding for strategy, generating headlines, telling a story, etc.
- SEO – Also use Surfer SEO for Keyword research, Title, Meta description, Excerpt, tags, etc
- Email Marketing – to generate subject lines, personalized/ sales emails, copywriting, etc. eg Writesonic
AR (Augmented Reality) & VR (Virtual Reality) in Fundamentals of Digital Marketing
With AR and VR get a more personalized experience. IKEA the home furniture brand uses AR marketing to promote its products. IKEA does it by offering a virtual store room to its target audience and allowing them to try a product before they can buy it. The IKEA Place App can select any item from their catalog which will then appear and by pointing the smartphone at the surroundings of their home, choose a place where they would want to place it. Such a move can influence buying decisions.
AR marketing can be of use to retail stores such as clothing, cosmetics, etc to showcase their product for consumers wanting to digitally try their product. Without visiting the store the consumers can try clothing or cosmetics and get a feel of how they would look with different clothing, makeup products, etc. Google’s collaboration with brands such as MAC Cosmetics, L’Oreal, etc has made it possible with AR to try products that appear in search results. The ‘Zara Store Mode’ App – the fashion clothing and accessories brand helps consumers select the browsing store, go through their catalog, and buy any available item from that store.
The VR technology through Virtual Showrooms allows both prospective customers and dealers in the automobile industry. Dealers can showcase a wide array of their car collections to consumers in a virtual environment without a visit to their car agency. Prospective customers can inspect the 3D cars’ inside and outside with a test drive from the comfort of their homes
Fundamentals of Digital Marketing: 7 Steps to a Digital Marketing Plan
Fundamentals of Digital Marketing is dynamic and things change faster in the digital world with the addition of new technologies and tools that call for a proactive digital marketing plan
Step1: Fundamentals of Digital Marketing – Goals
Use Inbound marketing practices and set up S.M.A.R.T goals that need to work for your business. To ‘measure’, you must set ‘Goals’. Based on your user experiences which could start from the top of your sales funnel and the journey your prospect takes only to get converted into customers at the bottom of the funnel.
Step2: Fundamentals of Digital Marketing – Target your Audience
Conduct a SWOT analysis for your business. Research your audience demographics to target your ideal customers. The modern technique of buyer personas has taken audience selection to the next level by way of contacting prospects directly or through surveys. Decide who your prospects are and target them by segmenting them into groups so that you can have the right products and services for them.
Step3: Fundamentals of Digital Marketing – Competitor Analysis
Competitor Analysis in Fundamentals of Digital Marketing starts with researching your customers. Make sure you have something different and unique to offer than that of your competitors so that you can attract visitors to your business.
Step4: Fundamentals of Digital Marketing – Visibility
Blogging interesting content regularly will increase the visibility of your website which in turn will serve as a platform for future marketing campaigns. Feedback on your campaigns and sharing content should be made easy so your customers can reach and contact your business. Connecting with the right prospects will prompt you to resort to paid advertising in the following ways:
Social Media like LinkedIn “pay to advertise” helps you to target business companies whilst if you have a Facebook community you can best target them also through “paid advertising”. Your users show up in your community of social media platforms where they start to trust your business by going through the content you place on such sites. Use Buffer to schedule posts to Social Media Accounts.
Online Ads – Set up an account in Google or Bing and pay only when someone clicks on your Ad.
Retargeting allows you to target users by showing ads to visitors who left your site without converting.
SEO in Fundamentals of Digital Marketing allows you to show up for free in search results. The need to rank popular keywords is considered to be very difficult as many companies bid for the same keyword. On-page SEO calls for optimization of your web pages while Off-page SEO allows you to rank your website by considering page and domain authority. Use popular WordPress SEO plugins such as Yoast SEO or All in One SEO Pack. Influencer marketing can help reach your target customers by partnering with similar businesses.
Step5: Fundamentals of Digital Marketing – Website
Websites are a part of your marketing structure that needs to be optimized. Keep it as simple as possible and make it clear to the user what their next step should be with a CTA on each page for conversion. Research your loyal customers and test logos, images, color combinations, and other elements along with the A/B test to determine what works best to convert.
Analyze your website activity and performance by diving into Google Analytics and taking a look at the following metrics:
Go to Audience Segment > Segment by Dimensions, Metrics, and Events
These users need to be tracked and converted to your mailing list using the services of an autoresponder. Lead nurturing can contribute to the growth of your business and Email has the best ROI. The next step is to convert these users into customers which will let you know if you have engaged with the right audience. Assess this using a CRM that will help you to combine your marketing data in one place from Email, social media & other channels. Some customers may be eager to refer your business to new prospects which you can find out by conducting surveys.
Step6: Fundamentals of Digital Marketing: Tools
Build on your digital marketing tech stack with a combination of tools. Make your company more effective and efficient by employing faster, simpler, and automated workflows with a collection of digital marketing tools to succeed. Every marketer has to employ tools or software whether basic or specialized across various categories to help overcome competition and move on with the right marketing strategy. Finding the best tools will depend on your experience, the budget apportioned, and the size of your organization.
- MozBar is a browser extension showing how authoritative a site is in the eyes of Google.
- Alexa tool in addition to spying on your competitors measures traffic, keywords, links, etc, and obtains data on international competitors and an overview of the ranking of any web page.
- SpyFu needs an understanding of SEO and Google AdWords accounts. Read more about SpyFu by clicking on Keywords-SpyFu.
- Analytics SEO allows for a competitive site audit providing a gamut of competitive intelligence.
- Google Alerts is similar to Social Mentions for reviewing mentions of their hashtag, brand, campaign, or competitor names by entering keywords.
- Feedly keeps an eye on a competitor’s content without checking their blog repeatedly.
Many businesses are opting for Marketing Automation in their routine jobs and thus reaping huge benefits. An example is email marketing which should not be done manually. The use of autoresponders such as MailChimp will grow your mailing list and respond to users from time to time. Smartphone conversion is an opportunity as the use of mobiles is increasing to that of desktops. Some other popular tools are classified below-
- Canva is a free online graphic design tool
- GIMP is a free photo editing tool. Read more about it by clicking on GIMP Introduction
- Shopify is used for building e-commerce websites
- Unbounce is for creating Landing pages
- Grammarly, a free AI writing tool and text generator
- HubSpot is a CRM & lead management tool
- Bard is Google’s AI chatbot
- ManyChat is a chat marketing platform
- Wix is a website builder
- Zoom is used for Webinars
Step7: Fundamentals of Digital Marketing – Measure, Track & Evaluate
Analyze the channels both organic and paid that you have been using in the past responsible for sending visitors to your business. It could be search advertisements, Google Ads, or any other free or paid ads, social media accounts, websites, etc. Continuous monitoring to ensure that the plan is working towards goals that have been set. Try to identify setbacks if any and find room for improvements.
Fundamentals of Digital Marketing: Monetization Strategies
Master the Fundamentals of Digital Marketing and gain the skill set necessary for employment or freelance work opportunities. Read more by clicking on Freelance Digital Marketing. You can start a digital marketing agency and offer specialized services in PPC, SEO, content writing, copywriting, managing social media channels, etc. Seek freelance opportunities by visiting various platforms in the freelance marketplace. Set up a CMS blog like WordPress (or start for free using Google Blogger) to offer services and attract clients. To learn how to create a blog click on Blogging With WordPress.
Fundamentals of Digital Marketing: Monetization Strategies – Freelance Marketplace
Many freelancing platforms are offering a gamut of digital marketing work to choose from. But before signing up research the service fee various platform charges, payment structure, and the withdrawal procedure. Fiverr is one such marketplace you may want to begin with.
Fiverr connects both freelancers and business owners with a self-service project-based pricing approach. On this platform, freelancers are referred to as Sellers, and their services are Gigs. Business owners are called Buyers. Sellers sign for free and set a price for their gigs starting from USD 5. Buyers can go through Fiverr’s categories and purchase a gig. When this is done the system automatically charges the account putting the money on hold. On completion of work, freelancers get 80% of the gig price after deducting the commission fee. Sellers can withdraw their money using PayPal services, a debit card, or electronic fund transfer.
Fiverr does not allow direct contact between clients and freelancers. A violation of this rule will result in account deactivation. Fiverr offers 24×7 customer support and an SSL certificate for the protection of payments and all personal info. Read more by clicking on Getting Started With Fiverr.
Fundamentals of Digital Marketing: Monetization Strategies – Ad Networks
Advertisements in Fundamentals of Digital Marketing are another way to monetize your blog or website through Ad networks such as Google Adsense. The Ad networks connect publisher websites with the advertisers. The advertising spaces on websites are matched with the brand advertisement provided by the Ad network. The publisher can choose to work with brands they want. For this, you need to register with the Ad network and the main selection criteria for the display of Ads on your website are niche, traffic, and content volumes.
Before registering and submitting your site for a review be sure your website meets the Ad network yardstick. Once approved you will be required to choose Ad formats and optimize them. The Ad network dashboard helps you keep track of your earnings. Maximize your Ad revenue by testing the different ad formats and go for the ones that yield higher earnings. Read more by clicking on Google Adsense, and Adsense Auto ads.
Fundamentals of Digital Marketing: Monetization Strategies – Affiliate Networks
In Affiliate Marketing, the Affiliate Company (also referred to as a Merchant | Brand | Advertiser, etc) pays a commission to the Affiliates who promote their products for sales | and leads through referrals. Affiliates are normally bloggers or content creators who promote affiliate company products or services using their blog posts, videos, social media, etc by sending visitors to the affiliate websites. After you join any affiliate program, you will receive a link in the form of a unique URL containing your affiliate ID to be placed on your website. When your recommended referrals | audience takes action you earn a commission and get paid. Payments are usually made on a pay-per-click | pay-per-lead | pay-per-sale basis.
Affiliate Networks such as Amazon Associates, C J Affiliate, ShareASale, etc are middlemen between companies and affiliates. Signing with an Affiliate Network provides you with all the Affiliate Companies they manage. As for Amazon Associates, the commission is payable as a percentage of sales that depend on their product categories. Payments are made when the commission amount crosses a threshold limit (depending on the terms of the Affiliate Program) through popular channels such as PayPal, Stripe, Payoneer, etc. Read more by clicking on Amazon Affiliate Marketing.
Fundamentals of Digital Marketing: Social Media Monetization Strategies
Social Media Monetization is directly linked to your target audience and will depend on your niche that defines your ideal customer. The social media channels such as Facebook, Instagram, etc you use to grow your audience play a crucial role in content creation specially tailored and relevant to your followers. Success in Social Media Monetization strategies calls for a large following community. Several ways of monetization include
- Selling online courses
- Selling your products via Facebook Shops
- In-app purchases
- Sponsored posts
- Selling services such as digital marketing coaching/consultancy, content creation, SEO, web design, Ad creation on Facebook, App development, etc
- Social Media Influencer
- Affiliate links in your social media posts
- Video marketing to promote your ebook, video series, or subscription.
Facebook Live Stream Monetization
Making revenue from live streams will depend on meeting the Facebook eligibility standard, program availability in the country where you reside, and adhering to their community guidelines. Remain updated by keeping in touch with Instagram and Facebook which keep rolling out more opportunities for creators to grow their business on their platform.
- Host your live stream and create a ‘paid event’ charging your loyal subscribers. All you need to do is turn the Facebook feature on.
- Facebook ‘Stars’ enable viewers to purchase and send stars with their comments on a live-stream
- Facebook ‘in-stream ads’ will appear before, during, or after your livestream.
- The ‘Meta Brands Collab Manager’ allows you to connect with brands to promote their products in your live streams. And through ‘paid partnership’, viewers can click and find out more about the brand.
- Facebook ‘subscriptions’ will allow you to charge users a monthly fee to get access to select content
For Instagram Monetization first check out the eligibility requirements. The main way of Instagram monetization is by becoming an Instagram influencer and working with brands. Instagram Bonus program is another way of monetization where creators are motivated to post Reels and the payout depends on the number of reels posted and the performance of Reels. When you are live on Instagram with your audience you can earn revenue with Badges. Creators can also run paid subscriptions on Instagram, allowing their loyal followers to pay for exclusive content. Your followers and non-followers can also appreciate your Reels with Instagram Gifts.
YouTube Partner Program (YPP) makes it possible for qualified creators to monetize opportunities. Youtube monetization allows creators to earn revenue from ads (a) on long-form videos (b) between short-form videos and (c) from YPP subscribers viewing your content. With YouTube Shopping offer products to your audience and gain access to Fan Funding revenue streams that include Super Chat, Super Thanks, Super Stickers, and channel memberships. Continuously remain updated and comply with the terms of YPP and follow YouTube channel monetization policies.
YouTube Channel Memberships allow users to watch your channel with select benefits by paying a monthly fee. You can generate a five-tier membership level with YouTube membership adding a definite incremental benefit at each tier level. In case of non-compliance with community standards or if the account is disqualified, then the members are eligible for a refund of the membership fee for the most recent month. On the same priciples of Channel Membership, with Crowdfunding using YouTube a creator can earn revenues. Read more by clicking on Crowd Funding.
YouTube Shorts Funds allows earning revenue from ads that get watched on videos in the Shorts Feed. Earnings depend on the views and other factors such as location, and music track used. Creators get 45% of all ad revenue.
YouTube Premium Revenue permits creators to substitute ads with ad-free watching that produces an extra source of revenue. Subscribers to YouTube Premium will get an ad-free experience while viewing all types of videos. As such the revenue received by YouTube Premium gets distributed to creators who have produced the videos.
To be eligible for Twitter monetization, remain regularly updated about Twitter’s eligibility requirements and pass Twitter’s creator monetization standards that include eligibility, conduct, and content standards. In addition, a stripe account will be necessary for payouts.
Twitter monetization is about converting tweets into revenue from sponsored tweets, partnerships, and advertising. Two ways of Twitter monetization are premium video sharing and ad revenue sharing.
Creators can Monetize video content on Twitter with two options. They are Amplify Pre-roll and Amplify Sponsorship. Under Amplify Pre-roll select the Ads and tags to show up with your video content. On the other hand, Amplify Sponsorship has a 1:1 sponsorship with brand ads that can be shown in your video. In Ad revenue sharing users have to share ad revenue from replies to their tweets.
Tips and Subscriptions are other ways to monetize Twitter. With Tips, you can accept tips from other users and link your profile with a payment service such as Patreon. In subscriptions, users can opt to pay at different prices in exchange for benefits such as posts, spaces, or a subscriber’s badge.
The Tips feature makes it possible to promote your products such as an ebook or an online course on Twitter. Users can be directed to your landing page from where the purchase can be made. Engage with tweets about any service or products that are relevant to your audience and encourage users to click on affiliate links.
Use AI tweet generator Simplified to skillfully make that perfect tweet.
Fundamental of Digital Marketing: 5 D’s
Understanding the 5 D’s in the fundamentals of Digital Marketing can pave the way for a successful campaign strategy. You will be equipped with knowledge about the different tools and also the application to the available online platforms. With proper selection of digital media reach the target audience by adapting digital data to suit individual user needs. In present-day times, digital technologies have made it possible to create interactive marketing campaigns and revolutionize ways of brand promotion and sales. The 5 D’s are –
Digital Devices provide access to various digital services by browsing websites and internet applications, engaging with your target audience. Desktops, laptops, and smartphones, along with evolving technologies such as gaming devices, smart TVs, watches, etc keep consumers maintaining their connectivity with brands.
Digital Platforms are web-based such as websites, blogs, Facebook, Twitter, etc to deliver content to users who interact with or pay for it. Social Media claims the largest chunk among other platforms and is growing exponentially. A buyer’s journey starts with a search on Google, Bing, etc to address their issues and find solutions.
Digital Media blends technology and content that allows you to engage with the target audience on the platform of your choice such as videos, email, blog posts, ads, social media, etc. Electronic media conveys your brand and what you have to offer to users. Twitch is an example of video streaming available through the web, mobile, etc where social influencers, video gamers, etc can stream their activities and people can pay to subscribe to view what interests them. Digital media products are found in animation, e-commerce, AR & VR, mobile applications, etc.
Digital Data is related to relevant information about your prospects and buyers who interact with you during the sales process. By law personal information is protected but it is the profile information data that users register with, that gets shared in public. The collection of such digital data is managed through contests, app installs, survey forms, POS, website sign-ups, contact forms, etc. Digital data helps in retargeting users who in the past have browsed e-commerce websites but have not purchased anything yet.
Digital Technology influences marketing and companies like Facebook, Google, etc base their decisions on marketing strategies. Through digital technology organizations get to know about buyer behavior by analyzing data they obtain through customer reviews and chatbots. They can then modify their marketing strategies based on such processed information obtained from the customers’ feedback or browsing behavior. Examples are cloud computing, AI, IoT, big data, etc.
Fundamentals of Digital Marketing: Conclusion
Digital Marketing provides many opportunities for businesses and individuals to establish connections with buyers for brand promotion and attain set goals at low cost. With an in-depth knowledge of the fundamentals of digital marketing covering analytics, platforms, tools, channels, and strategies, unlock the power of digital technologies and the internet for creating marketing campaigns to engage with users. Influence prospects at every stage in the buying funnel process using e-commerce, search, social media, email marketing, display, etc, to extend your reach. Learn, experiment, and adapt to the rapidly changing needs of the buyer. With a digital mindset apply the skills of the fundamentals of Digital Marketing to grow your business or further advance your career.