In conventional marketing, companies use different tools like billboards, television, newspapers, brochures and pamphlets for marketing their products. Institutes / Companies use this type of tools to fabricate recognition about their products among pile. Internet use in digital marketing for retailing the products. Digital media includes; videos, articles, advertisements, podcasts etc. The fact behind the popularity of digital media is its ever growing source growing source of entertainment in the form of social interaction with friends and company representatives.

Scope of Digital Marketing

Conventional marketing is costly than the digital marketing because it is too expensive to advertise on billboard and television than to advertise on webpages in the form of banner ads or videos. Secondly, conventional media has limited reach as only local audiences know about your product if you advertise on billboards or purchase a spot on radio channel while over the internet entire globe becomes familiar about your offerings. Thirdly, conventional media has limited interaction with the end users because you don’t interact with your audience through billboard or radio/television channels. However, in digital media the interaction with the customers is possible at the time of advertisement through messenger or online customer service by clicking on the banner ads. Fourthly, you are unable to find the exact effect of your advertising in conventional media because you don’t know the number of customers who are impacted by the conventional media while in digital media the marketer is pretty sure to claim the exact impact of digital advertising because through number of clicks you can claim the number of customers who purchase your product.

History of Digital Marketing

Digital marketing is conflict with the denomination of WWW. We can give voice to the arrival of WWW digital marketing is begin. In 1974 designation of WWW used by Vinton Cerf. After the birth of internet, the term digital marketing was first used in 1990 and first search engine with the name of Archie was launched. First clickable ads run on internet in 1993. Launch of Yahoo and the first e-commerce transaction over net market in 1994 took place. In 1996, small search engines like look smart and Alexei started operations. In 1997, first media site launched. 1998 seen tremendous breakthrough with the birth of Google, launch of MSN by Microsoft, and Yahoo web searches. In 2004 world’s biggest social contact site Facebook went live and 2005 seen the launch of YouTube. In 2006 MS live search started its working, twitter launched and Amazon sales crossed 10 billion dollar. In 2007 Tumbler and iPhone were launched. In 2008, Spotify was launched. With the exploration of digital world
social media budgets increased to 64% in 2012. This means that internet has gone into each and every thing and soon the day will come when machine to machine communication start surpassing the human to human interaction and human to machine interaction.

Digital Display Advertising (DDA)
In this technique, online ads are created on those webpages which have good traffic of users.
These ads may be in the form of videos, images and popups. Formally, DDA follows four key
stages like; define (define your target audience and objectives of your ads), format (Design the
ad strategy and time to appear on web page), configure (Implementation of strategy in the best
manner to attract and retain customers) and analyze (Analyze the strategy to know the best
channel to create the awareness). By following a good DDA strategy you will make a positive
influence on your target segments.

Social Media Marketing (SMM)

Social media marketing is the marketing of product or services over the social media in the form of Tweets, YouTube video, blogging and micro blogging etc. Gone are the days when your advertised message disappeared after it was aired on television or on radio. Social media has given the life line to advertising as your message will remain on screen until you want. This type of marketing has an edge over the traditional marketing as it creates interaction with your customers enabling you to measure the result of your advertisement in an effective way. If we look into the statistics of online traffic then efficacy of SMM will be. More consumers are connected with every passing minutes and it builds a huge platform for the marketer to advertise proved as, there are about 350 million people who are active on Facebook.

Location Based Marketing/ Mobile Marketing

With the increase of mobile phones, new horizon in the form of mobile marketing has emerged. Everyone is carrying his mobile phone everywhere and used to gossip with friends by using different social media sites. Smart phones have enabled marketers to use innovative ways to send their promotional messages to end users. In location based marketing, GPS of end user is used to find the location and then send promotional messages regarding his locality. Customer’s mobile devise is tracked by using appropriate location application programming interface (API) for the device or may be accessed through a server-side application that interfaces with the carrier’s
location platform.

Content Marketing
Content is a king. That is the modern phrase and it proves to be correct as far as very nature of internet is concerned. Content marketing is a type of marketing in which contents in the form of images, phrases, blogs or videos are used to implicitly market the product with the intention to stimulate interest of consumers. Contents on the webpage are arranged in ascending orders; top of the funnel (Contents to aware your customers regarding your products/service), middle of the funnel (Contents realizing the importance of your product in meeting their needs) and bottom of the funnel (Contents to demonstrate the product usage to help customers in purchase decision).

Consumers in Digital World
Digital era has empowered consumers in multiple ways. Consumers now have multiple options to access information and record their behaviors. So, we can say that consumer 2.0 is more empowered and informative than consumer 1.0. Digital Consumers can be divided into six categories based on the usage of internet; basic digital consumers, retail scouts, brand scouts, digitally driven consumers, calculated shoppers and external shoppers. With the rapid advancement in technology, consumer’s access has grown further along with their
expectations. Today we have different type of smart phones with 4G/5G connections. We can access anything and we can share anything. So it becomes difficult for the marketer to compete in this situation and there is need to understand the contributing factors that have led to such behavior.
Now, marketers need to set high standards of their products, make responsive websites, have
multiple channel communication with the consumers, make fruitful dialogues with the customers
and mitigate the tolerance level. In this way a marketer can tackle the modern consumers in an
efficient manner.

Search Marketing (SEO)                                                                                                                                                                                            “The process of refining your website using both on-page and off-page practices so that it will be indexed and ranked successfully by search engines. SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. Being a good marketer, if you become successful in controlling the entry point on internet, you will get huge success. Search engines are the entry points on the internet through which a user get entered by typing a keyword over search bar. If
we type something on the search bar, the program searches from the index of Google list and take you at desired page. Search engine optimization basically involves in being in that index list so that your webpage appears in front of the user and he will move to your web page. This is done by purchasing a keyword from auction that run by Google administration. Suppose you are dealing in camping equipment and you purchase the keywords ‘camping’ thus whenever a user types keyword ‘camping’.


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