This is Vaishnavi from Edureka
and I welcome you all to this interesting session on
What is Digital Marketing. Over the past few decades, marketing
has had to keep up and content with leaps in technology
and our relationship to it ever since. In today's world
where the internet is entwined
with everything we do, the importance
of digital marketing has become very clear.
It has also become an integral part
of what business means to its customers.
So this video will help you learn about digital marketing
on the whole but before we get started,
let's take a quick look at the agenda for today's topic.
So first of all,
I'll be talking about the evolution
of digital marketing in this topic will understand
how digital marketing came into existence.
What is the history behind it?
And what was the Major Impact it had so
once you're clear with the evolution
of digital marketing will move ahead
and take a look at what exactly is
digital marketing in this topic.
You'll understand the definition
of digital marketing followed by which you'll also understand.
What are the mediums
through which you can achieve a digital marketing next up we
have why do we need a digital marketing?
So in this topic you'll understand why
exactly digital marketing is required next up.
We have the scope of digital marketing
as you all know.
No scope of any technology
or any programming language is very much important.
So we'll be discussing about it scope
and we'll take a look at the different types
where you'll be understanding about SEO content marketing
paid marketing and many more.
So once you clear with the types will move ahead
and take a look at the challenges
that you'll be facing
while working on digital marketing.
So I hope the agenda was clear to you guys.
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Also, if you're looking for an online certification training
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and any other topics
that you want this to discuss.
So let's get started
in this world where we have more than hundred million people
who use social media
on a regular basis are expected to be at least familiar
with the core topics.
Of digital marketing in simple terms,
I would say it digital marketing is the promoting
of products over the Internet or any form of electronic media.
Now people consume
digital content on a daily basis the like for example
in the beginning we would read all the news
or the day-to-day in use over the newspaper.
But ever since we've got smart phones,
we've got tablets everything is bound to the online activity.
So very soon the traditional Getting platforms will disappear
by replacing it with a digital Market,
which will completely take over the industry.
There are so many advantages
which you cannot even count guys.
Now if we talk about the history or the evolution
behind the growth of digital marketing,
this was first used in the early 1970s
where a programmer called Ray Tomlinson
sent the first email
and through this it was established
that you can communicate using machines.
But this was just the beginning the Lesser.
Did they know
that digital marketing would create a revolutionary
in the field of marketing
as a number of users increase the landscape evolved from email
to search engines like Archie Yahoo,
Google eCommerce sites,
like Amazon eBay and many more
and also the better starting point for the history
of digital marketing was in the year 1990.
This was when the term digital marketing was first Just
in the launch of Archie first search engine.
What is Archie Archie is a tool for indexing
FTP activities allowing people to find specific files.
Most of you might not know
that Archie is a very first internet search engine.
This is when the digital marketing term
was first used then
in the year 1993 the first
clickable web advertisement Banner was released.
So this is also another added weighing for all marketing
followed by which in the year 1994 Yahoo was launched
which was the first e-commerce transaction over net market
and also in the year 1996 smaller search engines
like hot pot and Alexa were released next in the year.
So in this case
digital marketing has already been grown to one extent
and this was also the birth of Google Microsoft.
Also launched MSN.
Also in the year 2001 the first mobile marketing campaign took
place next in the year.
2003 WordPress was released.
I think most of you know
how WordPress Works any of the content creators would know
how a word press is used
and also in the year 2000 for Gmail Facebook
and Google goes life.
These are the Milestones
which digital marketing has achieved 2005.
You have YouTube being launched
and in the year 2006 it was launched
and also in the Year 2007 Tom Lowe Spotify was launched
in the year 2008 and Google
launches its first real-time search engine results
in the year 2009 and WhatsApp has also launched
in the year 2010,
which I think this application is used by most of them.
What's up is also a platform for digital marketing India,
2011 Google Plus and Google Panda
was launched 2012 Knowledge Graph was launched.
By Google and also
in the year 2013 Facebook Messenger app was launched
and also this is the year
where Facebook took over WhatsApp also in the year 2015.
There was Snapchat.
So this is exactly
how digital marketing took the mainstream one
by one here by here.
You can see that they've come across so many challenges
and they've discovered so many new things the mass adoption
of the internet into everyday life is the single biggest event
that has affected marketing over the last few decades,
although early desktop publishing software
in the first PCS caused search
in print Marketing in the 1980's the computers
where a little more than glorified typewriter
and also in the coming few years the number
of people using the web sword from 16 to 17 million.
So this is a very huge number you can see
that this How digital marketing was in the play ever
since the beginning now,
let's move ahead and understand this concept in depth.
So what according to you is digital marketing,
so it is just a platform or it is just a medium
through which you can get a lot of followers
or you can promote your product
but that's not it digital marketing is one
of those fancy new buzzwords that is used in the recent days.
It encompasses all marketing efforts
that promote your product or brand using electronic devices
or the internet it leverages online marketing tactics such as
mainly search marketing email marketing social media marketing
and mobile marketing in order to connect
with the current and prospective customers.
So if you go but the definition digital marketing is
basically internet marketing.
It is also referred as advertising
and delivering through digital channels the Animals can be
social media platforms mobile platforms email
or web applications search engines
and websites to make it simple for you guys
digital marketing is any form of marketing product or services
that involves electronic devices.
So this is a major reason why it's been around
for more than decades.
So now that you've understood what is digital marketing,
let's move on and understand why exactly do you need
to master digital marketing?
What's the need what is the necessity
for you to learn digital marketing?
The major reason would be marketing has a lot
of options guys.
It is always related
to the strategies associated with it
and also you can get creative
and experiment with every little aspect
of the marketing campaign.
But when you compare this
with the traditional way of marketing,
this is impossible guys the task
that you can complete online cannot be done with the help
of traditional marketing.
So Traditional marketing firms would be printing ads
phone communication and also physical marketing now say
if you want to start off your business
and you want to promote them.
You cannot go to everybody's house knock on their doors
until I'm going to start this project
or I'm going to work on this
would you please help me do it?
Nobody in the recent days do that.
So one platform
that you can actually put across your views put across your ideas
about what you're going to be doing is digital marketing
so you can actually We get a lot of support
from the other people
who are already working on it
and also you can get a lot of guidance.
So this is exactly why you need to master digital marketing.
Now that you guys have understood why this is required.
Let's move ahead and take a look at the scope
of digital marketing digital marketing has
several smaller divisions
that work in different directions yet contributing
to the overall growth
of the firm basically digital marketing is Considered
as an umbrella term
which is also known as data-driven marketing
and operates over the digital platform
that is the internet for the introduction
and promotion of various goods and services.
The future of digital marketing is booming not just
in one particular country,
but all parts of the world in the year 2016.
The industry was taken by surprise with
over 1.5 lakh job opportunities in the digital marketing.
Domain well what followed this was an even bigger surprise
when the only first quarter of 2017 marked close to 8 lack
of job opportunities,
the surveys were conducted by a various forums,
which have predicted this number to grow with digitalisation
in the nation.
Now digital marketing industry is at its peak and the moment
due to many reasons are these points it is flexible
since the entire work can be done on the internet.
There is no Friction of a particular place.
It doesn't matter
if you are at office or you're at home,
even if you are at your native or any place,
all you need to do is have a device that is connected
to the internet
and then you are sorted and it is very easy accessing.
The digital media is no rocket science guys.
It is just a piece of cake the newest
of all the users used to take a minimum of few days to learn
how to operate the digital media.
This is purely a user-friendly medium.
It also has high engagement ratio.
This is also considered to be true
because the traditional media are being completely
overshadowed by the internet LED digital marketing
due to the high engagement factors,
the brands and companies have begun to give extra emphasis
to the ad campaigns run on the Internet
or over the television advertisements and the next
we have the job opportunities.
Like I mentioned the number of job opportunities
in the field of Digital marketing is very massive.
The more user engagement the more job opportunities.
The employment sector has seen a major share
of jobs generated by the digital marketing domain
The Courier scope
in digital marketing seems very attractive to masses
and that is one of the major reason why the professionals
are learning this course to enter the industry.
So you will for sure get a promising job
if you take up digital marketing course from editing.
Car now and also it helps in getting immediate results
and advertisers running
a social media campaign can easily measure the performance
of the campaign
in real term without waiting for long intervals.
You don't have to wait for any
of the results that you're looking for.
The result generation is very easy.
So these are the major reasons
of the scope where digital marketing is required.
Now that you've understood about the scope of digital marketing.
Let's move ahead and take a look at the Oops,
pretty sure most of you guys would have come
across the types might not know it might be the type.
But yeah, let me just talk about the different types
of digital marketing.
So the types of digital marketing
include SEO email content social media and mobile.
So first, we'll start off with learning about a CEO.
So what is seo seo is basically a search engine optimization.
It is a process of of Optimizing content technical setup
and reach of your website
so that your pages appear at the top
of the search engine result for specific keywords.
The ultimatum is to attract customers
or visitors to your website
when they search for products
or Services related
to your business SEO also enforces the need
for user-friendly website valuable and engaging content
and credibility for other websites and customers
or Visitors are to recommend you by linking to your website
or tagging you in our social media posts.
So in order to generate traffic to your website,
you can follow the procedures
that are on page SEO off page SEO and Technical SEO.
So this on page SEO focuses on the content
that exists on the page on the website
if you want to research about a keyword
for their search volume
or the intend you can answer questions for readers.
drunk higher on the search engine result Pages now talking
about off-page SEO this SEO mainly focuses
on all the activities
that takes place off the page
when looking to optimize your website now talking
about technical SEO this SEO mainly focuses
on the backend of your website,
like for example
image compression CSS file optimization and structured data
are the different forms of technical SEO
that can Easy of websites loading speed
so this is about SEO or search engine optimization.
Now that you've understood about SEO.
Let's move ahead and take a look at content marketing.
So this is a famous saying called content is King.
Have you guys heard of it?
Well, yeah, you definitely have to Quality is the fuel
that drives your digital marketing strategies.
So content marketing denotes the creation
and promotion of content assets in order to to generate
brand awareness lead generation traffic growth
and customer interaction.
So if I say content marketing the first thing
that anybody would think of is creation
of videos writing blocks
and infographics YouTube is the second largest search engine
on the internet
and videos are completely taking over
the digital marketing world.
So the content marketers
or the content creator is make videos
that help in brand awareness lead generation
and many more A recent report also shows
that 75 percent
of marketers say video conversation rates outperform
other marketing content making videos is also one
of the way in order to get your content to rank now talking
about blog writing
and Publishing article on a company blog
will help you demonstrate the industry expertise
and generate organic search traffic for your website.
So this is exactly a how content pocketing Works do note.
This guy's creating content
and offerings relevant content helps your audience
to take you as a valuable source of information.
So always make sure
that the content is very interesting
so you can grasp their attention now next we have paid search.
I think most of you know what this paid search this
is also called as pay-per-click pay-per-click not paperclip.
It is pay per click.
So this advertising refers
to the sponsored result on the search engine result pages.
So if you search for any of the content,
if you find the word add below the title of the topic
that is the paid search.
So that is actually a paid advertising guys
PPC ads are visible flexible
and effective for many different types of organizations
with this paid search.
You can only pay when your ad is clicked.
You can also tailor your ads to appear
when a specific search phases are entered
or targeted some of the channels
where you can use PPC are paid ads
on Facebook Twitter ads and sponsored messages on LinkedIn.
So now that you've understood about the paid search,
let's take a look at the social media
marketing social media marketing promote your brand
and also the content on the social media channels
in order to increase your brand awareness
Drive relevant traffic.
Also generate possible results.
So if I say social marketing
what will be the first thing that comes to your mind?
It would be Facebook Twitter Instagram LinkedIn
and many more.
So people these days mainly rely
on the social networks in order to discover research
and educate themselves about a brand before engaging with it.
So for marketers,
it's not that tough to just post on Facebook
or LinkedIn accounts you should also,
we've social element into every aspect
of your marketing activities in order to create an opportunity
for sharing now talking
about email marketing major companies usually communicate
with their audience
or customers through email marketing emails
are basically used to promote contents events and also talk
about the discounts
and also it helps in directing people to the website
and also in order to succeed in email marketing your You
should satisfy all the core attributes like it
should be trustworthy that is you need to generate
people's trust with the help of an email relevant.
That is the image would be relevant
to the topic or the subject
that you'll be discussing about conversational.
So always make it conversational guys make them feel
that you're talking to them just like a colleague even
though you don't know them.
You just have to make sure
that you're being placed into them.
You're portraying yourself to be pleasant be coordinated.
And across the channels that is you need to be
on time with your marketing males strategic.
You should always have a strategy to drive
the customers to your website.
So now that you've understood about email marketing,
let's take a look
at mobile marketing mobile devices are becoming
an integral part of our lives.
It is vital
for marketers to understand how to communicate
on this channel effectively.
Like I mentioned you have social media marketing all these Social
media marketing applications can be downloaded on your phone
and also you can use SMS.
So these are the different types of digital marketing
which is available and also finding the right method
for your business is the key to success.
So now that you guys have understood
what are the different types,
let's move on and take a look
at the final topic of the discussion
that is what are the challenges that you will face
while working with digital marketing.
So the first challenge
would be be building an effective website.
So this is an obvious place to start when a business
decides to go online.
The first challenge
you will be having is to build the best website possible.
Some small-scale Industries are already looking
for professional web designers
who can make their websites look pleasing
and also deliver a great user experience.
So the way your audience experience our online presence
is a huge factor in the success of your marketing efforts.
So this is a promising Challenge
and understanding the audience So speaking of attracting
the right visitors
or a customers many small-scale Industries.
Don't fully know who to Target.
This is where by a Persona comes in handy buyer personas
are essential in the digital marketing World.
They are semi fictional representations
of your ideal customers.
So you need to build a rapport with the customer and know Know
what exactly they're looking for if they're looking for something
that your business deals
with you can actually make a first point of contact
and also follow up on their progress and
the next thing would be creating valuable content.
Even if you have a small scale industry,
which has a good-looking website without valuable information.
Your marketing won't deliver results as expected content
that is targeted and relevant to your bias.
Persona can attract the right way.
A toast to your site.
Ideally that's a lot of content to create next up.
We have promoting content.
Even if you're creating an awesome content
and deliver your value or ideas to the readers.
There is another component that is often overlooked
that is promoting the content.
There are several ways.
You can feel your content distribution all of which you
can take up some substantial amount of time to do
that is social media.
This is one of the best Forms
where you can actually promote your contents
like Facebook Twitter LinkedIn YouTube and also email.
So this is about the challenges
that are definitely hurting the businesses.
So with this we come
to the end of this discussion on what is digital marketing.
I hope you guys are clear with everything
that has been discussed in this session.
And also if you have any queries related to any of the topics,
feel free to reach out to us,
and also please do put them up on the comment.
Symbols and we would get back to you at the earliest.
Don't forget to like share and subscribe.
So that's it from my end guys.
Thank you and happy learning.
I hope you have enjoyed listening to this video.
Please be kind enough to like it
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