Exploring Digital Marketing

DEFINITIONS AND TERMINOLOGIES

1.  Call to action: In marketing, a call to action (CTA) is an instruction to the audience designed to provoke an immediate response, usually using an imperative verb such as "call now", "find out more" or "visit a store today"

2.  Bounce rate: The percentage of visitors who arrived at your site but left after visiting only one page.

3. Click through rate: The proportion of visitors to a web page who follow a hypertext link to a particular site. i.e. amount of clicks you receive in relation to the amount of impressions.

4. Abandonment: When a user does not complete the goal you set for them.

5. Ad Impression: An impression (in the context of online advertising) is when an ad is fetched from its source, and is countable. Whether the ad is clicked is not taken into account. Each time an ad is fetched, it is counted as one impression. i.e. each time your advertisement is displayed to a user.

6. Frequency: The number of time a single user will see your ad.

7. Conversion rate: The percentage of visitors who entered into an experience and completed the goal.

8. Tracking pixel: This is installed to track conversions, web visits and ad views.

9. Cost per acquisition (CPA): Amount per goal completion.

10. Lifetime value (LTV): Prediction of the net profit attributed to a customer relationship.

11. Organic results: Search listings that achieve rank through search engine optimisation (SEO).



COMPONENTS OF DIGITAL MARKETING
Before diving into the major components of Digital Marketing, there are some requirements you're meant to possess as a Digital marketer, they include content, blog posts, social media accounts, info-graphics, newsletters, eBooks, logos, etc. Content is usually the most vital part of digital marketing, great content always has a great impact on the audience.
Digital Marketing comprises of many components, however, we will be focusing on the most important components amongst many.

WEBSITE
A website is a collection of related web pages, including multimedia content, typically identified with a common domain name and published on at least one web server. Your website is the online address of your business, it should be simple, well thought out and highly functional.

• The website has to be mobile-friendly.
• It should reflect your business/brand.
• Include all essential contact information on your website.
• Your products/services should have individual pages that would help you track your conversions and monitor your performance.

SEO 

Search engine optimisation is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results. When you optimise your website/blog properly using the targeted keywords of your business, search engine ranks your website in the search results, making it easily visible to the users.

SOCIAL MEDIA 

This is an unavoidable part of Digital Marketing. Everyone, young or old is active on social media platforms when compared to any other online entity, so reaching and connecting with your customers is easy through social media presence. Learn how to work with the various social media platforms, get familiar with them and find out which best works for you if you can't be active on all of them. It's a great way of communicating with your customers directly and also get reviews and their thought on your product/services also steps that can be taken towards the improvement of your product/services.

CONTENT MARKETING 

Content is king, and will always be. Creation of content (like blog posts, videos, photos, social media posts, etc) and sharing it on different online platforms for brand awareness, lead generation, growth of traffic, gaining more customers or building reputation; is mainly called as content marketing. Precisely, this marketing is done implicitly to gain interests of the customers with the help of content, without promoting the business directly.

EMAIL MARKETING 

Email is a great and most effective way to keep in touch with your customers and talk about your services/products. Through emails you can showcase your services, Talk about new offers or resolve customers’ issues. In short, you can maintain healthy relationships with your customers and influence them to do word-of-mouth marketing to new audiences about your business.

BLOGGING 

Having a blog for your business is a must, as it stands out to be an additional asset for promoting your business. Blogging would help you attain more trust from the users and authenticity in the market. Integrate a blog on your official website and share content that would provide information and educate your users. Talking about marketing your business digitally, through blog you get to share more content on social platforms and communicate with your users, other than just sharing promotional content. Businesses that blog gain more traffic to their website compared to businesses that don’t.

ANALYTICS 

Greatest asset of digital marketing is that you can measure your performance and efficiency through Analytics. There are many analytics tools that would help you analyze and measure your marketing campaigns through website, blog, social media channels and paid advertising. The analytics data is crucial for increasing your performance and also for generating more leads.

Going further in the blog, I'll give you details on how to work with these components and more.

Our next topic will be centred on setting up a website using WordPress.