DIGITAL MARKETING
HISTORY
As we all know the meaning of marketing which refers to promoting and selling a product or a service to the client. It would be very unfair if directly merged into the main topic without explaining the earlier situation of Bangladesh briefly. In earlier days, marketing had been done classically i.e through television, newspaper, billboards, etc, which was quite expensive and hard to reach every doorstep. In 1990, the term Digital Marketing was first introduced in the western countries with the availability of the internet. It took about 15 years for the people of Bangladesh to have internet connections but still was quite expensive and hardly available to all the areas. Then, in 2008, our present Prime Minister Sheikh Hasina had made a revolutionary roadmap to make "Digital Bangladesh" by 2021, which not only quenched the demand of time but also triggered the development of the country.
Here comes the new era, the internet becomes affordable and available for the people and areas of Bangladesh. The total number of internet subscribers in the country stood at 103.476 million as of June 2020, the statistics of the telecom regulator showed. In order to cope up with the current situation, Digital Marketing has become very famous among the population.
DIGITAL MARKETING & ITS IMPACT ON BUSINESS GROWTH
Now, what is Digital Marketing, and how it helps in the growth of the business? The term is the advertising and promotion strategy of a business or brand through digital media channels. It is popularly known as a tool to carry on marketing for any product online. This broad term includes advertising, promoting, and strengthening the online presence of business digitally or through digital platforms. Digital platforms or media includes websites, social media, mobile, and even forms of traditionally non-digital media. Some of the digital tactics that fall under the shed of Digital marketing is Digital advertising, Email marketing. Content marketing, PPC, online brochures, and many others. Unlike other offline marketing efforts, digital marketing allows getting accurate results in real-time.
TYPES OF DIGITAL MARKETING
The scope of digital marketing is very broad and includes all forms of marketing. There are many types of digital marketing services that define the success of our marketing campaign. But we need to choose the type of service depending on the business needs. Let's look ahead to have an idea of its types.
1.SEO (Search Engine Optimization) – It refers to the process of growing online visibility of a website in organic search results. It is generally a process of including several techniques like link building, content creation, keyword research, and technical analysis of the business site. When we are placed at the top in the search engine results, it results in gaining a lot of traffic. Also the higher we rank on search engine result pages; the more traffic is directed to our site. SEO process includes both on & off-page SEO, both having its own benefits.
2.SEM (Search Engine Marketing) – Search engine marketing covers paid traffic from search engines. Through SEM, we can purchase advertisement space that appears on a user’s SERP. The search engine charges a specific amount to a marketer in order to display advertisements in a number of places on a SERP generated from specific keywords.
3.Social Media Marketing (SMM) – Digital marketing companies pays a lot of stress on these form of marketing. Many of the social media platforms like Facebook, Twitter, LinkedIn, Pinterest, Instagram, etc help in establishing direct contact with the user. A strong social media presence will help us build an online community to help the brand’s image and reputation.
4.Content Marketing – Content marketing is the process of delivering unique and quality content to the users to generate sales & leads. Content marketing can be done by keeping our audience in mind. Make sure to take care of the type of audience we are talking to and their interest area. Also, use keywords in our content to boost SEO.
5.PPC – It helps to increase the visibility of the site through sponsored links on search engine pages. The campaign is relevant to the keywords that people use on search engines. The cost of campaigns depends on the competitiveness of the keyword we are using. It is a very effective method to get instant traffic for specific keywords.
6.Affiliate Marketing – It is a process of paying for the conversions. There is not any upfront cost to affiliate marketing and the affiliate earns a commission in this process. Make sure to discuss earlier all our terms & boundaries while choosing affiliate marketing.
7.Influencer Marketing – This is a new type of digital marketing process which uses people with a massive online reach considered experts by our target market to drive traffic & sales. This is mainly popular on social media channels. Companies now hire social media people having large followings to promote their brand.
8.Email Marketing – We can update our email subscribers on regular basis with Email marketing. The best email marketing campaign involves a list of subscribers earned by our content and company. This helps in building brand trust & loyalty.
FUTURE OF DIGITAL MARKETING
Due to the popularity gained by digital media, many of the marketing agencies, business organizations, and consumers have shifted towards digital media. Most digital media including websites, social media, and mobile advertising is much easier to track than the traditional marketing process. Many forms of digital advertising are very low in cost for business owners. They can make their web presence, engage customers through social media or email marketing at a very economic cost. Digital marketing is suitable for businesses of any size and that is the reason, more and more organizations are adopting this technique for building brand reputation.
Whether we hold a small or large business, we can effectively market our business through low-cost digital channels. Digital marketing does the following for our brand or business:
- It appropriately represents our business or brand (in terms of look & feel)
- It competently speaks to our target audience
- Our brand can be founded by searchers on the top search engines
- It provides multiple channels to our business for customer’s communication
- Makes our business easily navigable by people over search results
Digital marketing helps us to identify trends & patterns about how people are behaving with our brand. Hence, we can make better strategies in the future to attract more consumers to the website. Not only this, we can even get the exact amount of visitors who have viewed our website with the help of digital marketing tools so that we can make improvements further. Moreover, optimizing our website’s content through digital marketing strategies help in increasing visibility on search engines. Digital marketing also lets us estimate the performance of our content and informs how engaging our content is so that we can use it for lead generation for our website. Whatever digital marketing strategies we choose, they will all connect and tie into the foundation of our business
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