INTRODUCTION TO DIGITAL MARKETING
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. It has increasingly imported into marketing plans and everyday life. It is not like traditional marketing techniques which involve direct, one-way messaging to consumers (via print, television and radio advertising).
One of the key objectives of modern digital marketing is to raise brand awareness, the extent to which customers and the general public are familiar with and recognize a particular brand. It can influence consumers' perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and it's characteristics.
Search Engine Optimization (SEO) is one of the tools to build brand awareness, because, it corrolate with the growing influence of search results and search features like featured snippets, knowledge panels and local SEO on customer behavior.
Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online. Apps provide big opportunity as well as challenge for marketers because firstly, the app needs to be downloaded and secondly the person needs to actually use it.
Digital marketing is facilitated by multiple digital marketing channels. As an advertiser, one's core objective is to find channels which result in maximum two-way communication and a better overall ROI for the brand. There are multiple digital marketing channel available namely Affiliate marketing, Display marketing, Email marketing, Search engine marketing (SEM), Social media marketing (Facebook, twitter, pinterest, instagram, google+ etc), Video advertising, Content marketing and lot more.
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