Digital Marketing and the Rise of Online Advertising

“The future of advertising is the Internet” – Bill Gates

Bill Gates, considered to be the smartest man alive, could not have put things more clearly. Digital marketing has taken the field of marketing itself in a direction that many did not see coming a long time ago. The ubiquity of internet devices and social media connections has made this industry indispensable in today’s advertising industry.

At first, this seems like an easy enough concept. Promoting products and services online through peer-to-peer sharing and other strategies seems simple enough to understand, but notoriously difficult to implement.

Before delving into techniques and strategies, there is a question – What is digital marketing?

The basics of digital marketing

Marketing of any product or service using digital media is called digital marketing. Media can be computers, mobile phones, tablets or even iPods.

There is a reason why this type of marketing surpassed traditional advertising. Advertising on televisions and billboards is a one-way street. Customers have no platform to communicate with manufacturers and companies. The Internet closes this communication gap.

Online platforms that sell products like Amazon and Flipkart categorize products based on consumer ratings and allow customers to give in-depth reviews of that product. This creates a direct line of communication between consumers and manufacturers, as the latter is able to understand what the former really needs.

Strategies and techniques

As mentioned above, digital marketing may seem simple, but it involves a lot of planning. Mentioned below are some of the techniques that individuals use to increase website visibility online:

1. Search engine optimization (SEO): It is a set of guidelines set by search engines, following which results in a website ranking higher in the Search Engine Page Rankings (SERP). These guidelines include factors such as keyword frequency, backlinks, domain authority, etc.

2. Search Engine Marketing (SEM): Although SEO is a subset of SEM, many experts use search engine marketing when talking about paid online advertising. In order to get better search engine rankings, companies often buy specific keywords from search engines. SEM only deals with paid results, while SEO deals with organic and organic results.

3. Social media marketing: Seeing a portion of the online audience on social media websites, forming a solid social media marketing plan has become essential to businesses’ digital marketing strategy. Using trending posts and targeting specific groups of people online who may feel interested in the product a company offers are just a few ways to promote products on social media.

The legacy of digital marketing

While the importance of digital media cannot be denied, there will come a time when companies will once again have to change their approach. Marketing is a very dynamic field. Given the organic nature of audiences online, it’s safe to assume that the tide will turn soon. Whether digital marketing decides to swim or sink remains to be seen.

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