Digital Marketing


Digital marketing is the current scenario that has evolved a lot and to engage with customers and grow the outreach of your business and gain new customers many businesses use strategies to make their online presence prominent.

In the competitive marketplace where building and maintaining an online presence and reaching out to more audience is difficult for some, it can be very convenient for those who adopt these digital marketing strategies.

  • SEO – Search Engine Optimization
  • SEM – Search Engine Marketing
  • SMM – Social Media Marketing
  • SMO – Social Media Optimization
Search Engine Optimization

SEO is the process of improving your website through various methods to rank your website higher for certain keywords on search engines like Google, Bing, and Yahoo. Implementing SEO techniques helps in getting traffic from the free, organic search results on search engines. Fundamentally, effective optimization leads your website to appear higher on various search engine results pages (SERPs) due to its positive response to that search engine’s ranking algorithm. Focus on improving the website’s loading time, efficiency, architecture, aesthetics, and optimization for mobile devices for efficient SEO. Finally, with regular posting of relevant content like images or blogs, proper metadata, and the correct alt-tags should be provided so that your website’s performance improves.

Search Engine Marketing

Search engine marketing (SEM) is done to improve digital marketing outreach on various search engines. SEM is commonly known as paid media marketing for search engines. SEM earns traffic by the process of purchasing ad space on search engines like Google, Bing, etc. to display their ads at the top of the search page for that specific keyword. With Google Adwords SEM, you can choose the location and many other factors to improve the efficiency of your paid advertising campaign. This is also known as Pay-Per-Click (PPC) advertising/marketing.

Social Media Marketing

SMM includes both organic & paid digital marketing strategies on all social media networks like Facebook, Instagram, Twitter, Pinterest, LinkedIn, and more. Consumers engage and build a network with each other and your brand.  Posting appropriate content on your Social Media pages regularly builds a community of followers & helps in the expansion of your business immensely. Paid social media campaigns have also become a common needs for business owners.

Social Media Optimization

Social media optimization (SMO) techniques can help in increasing awareness about your product, brand, or event by using several social media groups and communities for publicity. RSS feeds, social news and bookmarking sites, social media pages, video creation, and blogging sites are used for SMO.


There’s the demand generation team or brand team within the marketing department, who make sure customers and prospects are aware of the company and what it offers. There is the product marketing team, which emphasize on driving interest in the tool or category of items provided. On the other hand, there’s a customer care team — the group that ensures those who make a purchase have a good experience afterwards. And, recently, many companies ensure they also have a person or set of people to handle both social media and content marketing.

For many organizations, social marketing probably came first. As platforms like Facebook, LinkedIn, Twitter and Instagram became popular, organizations realized they had an opportunity to connect with their target audience through a new channel. This evolved from an option to a necessity once it became clear that customers were also actively talking about their experiences — good or bad — about the companies they dealt with on social media. Before long, social media teams were assigned to build up a brand’s following, take part in relevant conversations and, when necessary, hand questions or complaints off to their counterparts in the customer service team.

Content marketing, on the other hand, may have been something that initially grew out of the marketing communications team, which might have traditionally been focused on company-oriented materials such as brochures and sales collateral. As the rise of digital technologies allowed brands to effectively create and run their own media properties, many organizations realized they needed content marketing teams to develop assets — blog posts, infographics, e-books — that spoke more to their customers’ interests and needs versus just the things they sell. That way, when it comes time for a product launch, the market has already been primed to pay attention.

Not every company, particularly those in the small to medium-sized category, will have completely distinct social media and content marketing teams. And even in larger organizations, those running social and content marketing programs will often work hand-in-hand. That’s because there are several areas where the two forms of marketing have a natural alignment or can serve to make each more successful in achieving the objectives.

Let’s show how some examples of this dynamic duo are in action:

  1. Larger or more engaged audience

Even if brands have decided to pursue an “owned media” strategy, it won’t amount to much if the target audience doesn’t consume the content. Especially when they are first starting out with content marketing, companies might be hesitant to trigger any “unsubscribes” from their existing email database, or to drive people to their blog or resource centres entirely by paying for online ads. If the quality is truly there, the thinking goes, content marketing should attract at least some of its audience organically.

Promoting content marketing through social media is arguably the best (and cheapest) way to do that. After all, brands may not always feel they have a lot to post on various social media channels on a regular basis. If they have a number of good content marketing assets at their disposal, however, it’s not hard to fill up your social media calendar with a series of posts containing links to your best work.

  1. Full in-depth conversations

One of the major criticisms of social media is that the relative brevity of many posts only scratches the surface in terms of what a company might want to say to its audience. After all, if customers start overwhelming platforms like Twitter with complaints about a product or decision the firm has made, how do you offer a satisfying negation?

Content marketing resources have a discrete advantage here in which there are no official limits on the length of a blog post, e-book or video. That means companies can provide a walk-through on their latest strategy, an explanation for something controversial or even to make a public apology that will resonate. When the conversation on social media demands a company say something with substance, a link to the content marketing asset will take them to the kind of comprehensive answers they need.

  1. An ongoing idea process

One of the trickiest things about content marketing can be coming up with what to write, what to film, or talk about in a podcast. That’s because it’s not just a matter of touting the merits of your products and services, which works well in traditional advertising or other forms of marketing communications. Content marketing is about tapping into the water-cooler topics that fascinate or even frustrate your customers and prospects.

In that sense, social media provides real-time insight into what people are talking about at any given moment. Through social listening or just by interacting with your followers on a regular basis, you can pick up on the kinds of stories they want a company to tell them, or where your firm’s expertise could offer a unique point of view.

  1. Visual Ready

Many social media services, like Twitter and LinkedIn, started off mainly as text-driven platforms. Over time, however, we’ve seen not only the introduction of more “visual first” social media like Instagram but an evolution of existing services towards pictures and video elements.

Social media teams might not have had the budget or other resources to make a lot of this kind of content to support their posts in the past, but content marketing assets can often be repurposed to fill this need. This includes opportunities to divide an infographic into a thread of visual posts on Twitter or Instagram, for example. A video interview with the CEO could be edited into snippets that run on LinkedIn or even Facebook. There’s a lot of content marketing materials that are almost tailor-made to be showcased.

  1. Methods to Measure

There are lots of ways to evaluate the success of content marketing assets, like the number of leads it helps generate for the sales team. When they are distributed or amplified through social media, however, CMOs and their teams can also look at the metrics. This isn’t just a matter of tracking the click-through rate from a social post to an online visit, but also the number of comments a social post promoting a content marketing asset generated, how often it was reshared by your followers, the number of likes it got and so on.

Content marketing and social media are like the chocolate and peanut butter of a modern CMO strategy — two great things that can be even greater together.


Search engine optimization (SEO) is an important factor not only to increase traffic to your website, but to grow your business overall. Because most searchers don’t click past the first page of results, it’s crucial that your site ranks well in search engines. Despite its importance, many people aren’t taking advantage of SEO and don’t fully understand the process and what it can offer. Here are some of the most common misconceptions about SEO.

Only Search Engine That Matters is Google

It’s a well-known fact that Google is the most popular search engine. For this reason, it’s a good idea to focus your efforts on Google. However, forgetting about other search engines can be a mistake. Bing and Yahoo combined make up about 30% of web searches. Because Bing powers Yahoo’s searches, focusing your efforts on one will improve your rankings on both.

Because Bing has a less complex search algorithm than Google, it’s easier to obtain a high ranking. If you’re in a competitive space, using this ability to your advantage can greatly improve your traffic. Although it’s a good idea to focus on Google searches, you shouldn’t forget about the other search engines.

Keywords and Links are the Only Things That Matter

Incorporating keywords and links into your content is a great step to improve your search rankings, but it’s hardly the only thing that matters. Google has a very complex search algorithm that takes quality and reliability into account. Therefore, if your site is stuffed with links and keywords but has little substance, it won’t rank well. Other factors such as mobile optimization are taken into account as well. If you want your site to rank well, it’s important to consider all factors.

Meta Tags Help Your Google Ranking

Unfortunately, a good meta tag will do nothing for your ranking on Google. In more recent years, Google has determined that these tags don’t affect the quality or reliability of a site. Because its spiders have become so advanced, Google can assess your entire site without needing a meta tag. However, a good meta tag is still an extremely important asset, as it is the main factor that determines whether a searcher clicks on your site.

SEO is a One-Shot Deal

Many people who are unfamiliar with SEO believe that you can set up good SEO and be done. This belief couldn’t be further from the truth. Good SEO practices involve constantly improving, adding, and updating content. SEO is a constant process that doesn’t end. Once you achieve a high ranking on Google, you must continue to update your site in order to maintain that ranking.

Being the Industry Leader Means High Search Rankings

Unfortunately, Google does not factor in whether you are an industry leader. Search rankings completely depend on the quality of your site and the optimization of key factors. If you are an industry leader with a bad website, your rankings on Google will not be high. Doing well in your field is important, but if your website’s quality doesn’t match the quality of your business, you won’t achieve high search engine rankings.


Eighty-six percent of companies are content with marketing with social tools, and out of that lot, only 41% use them for communicating and interacting with customers. With a systematic approach built on proper research and analysis, digital marketing ensures penetration among many people and targeting specific audiences for a product.

Here are some reasons why companies should take on digital marketing, ASAP:

  1. Cost- Effective: It is relatively cost effective than traditional offline promotion approaches. Besides, traditional offline approaches may go way beyond budget if companies do not properly use it while digital marketing you can set a budget and allocate a fixed amount.
  2. Coverage: Irrespective of demography, culture and language, digital marketing offers an efficient and wider public reach, which means that people sitting in any corner of the world can watch an advertisement for your products and services, if you wish that to happen.
  3. Audience Specific: It simplifies targeting a specific audience for range of products. For example, ads for youth products should be specifically for them and on the platforms, they are mostly to be on. Traditional marketing has the biggest limitation in targeting a specific audience and, digital marketing can easily change the game.
  4. Analysing and Monitoring: Companies can track and monitor the effect of their digital campaign with utmost ease. Businesses can know the customer response rates with only a minimal effort and research. Analysis and monitoring of outcome of campaigns helps companies in taking further critical decisions.
  5. Social Media Reimbursements: Digital Marketing facilitates publicizing your product or services using SMO (Social Media Optimization) techniques and provides benefits of promoting products through Social Platforms. Social media is a powerful stage for marketing, that enables any product to become a huge brand.
  6. More Eye-Catchy: It is more attractive than the traditional marketing. It can grab the attention of mass, if done correctly. It runs campaigns based on interests and habits of people using the platform to generate leads.
  7. Search engine Recognition: With proper implementation of white hat search engine optimization (SEO) strategies, digital marketing provides a facility to get higher rankings in the search engines that eventually would build the brand and increases sales figures. A survey reveals that people rely mostly on the websites that are on the first page of any search engine results page.
  8. Control in your Hands: Companies oversee their digital project and campaigns. From the very first step, companies get the control over the tools to find whether the campaign is in the right direction or if not, it can be changed effectively. You have very less control over physical offline marketing as compared to digital marketing.
  9. Competitive Advantage: You get to have an edge over competitors who have not yet applied any digital strategy for their business. Furthermore, one can contemplate rerun of marketing campaign or tweak it according to the analysis, in order to leverage the benefits of the latest marketing trend.

As digital marketing continues to grow, businesses are shifting their focus from implementation to optimization. With more messages sent across multiple platforms, your content needs to stand out and earn attention, even in paid media. Updating your content doesn’t just mean regularly posting on social media platforms or your website but ensuring that your content is ranking for prospective customers to find you. Google ranks content according to how it relates to what users want, so your content should identify key features of what your customers are looking for. If you’re looking to learn better ways to update your content, we’ve put together some important tips for doing so.

Identify User Goals 

Whether it be your business social media pages or website, it’s important to understand the inherent goal of visitors to your site, what they want to achieve, and then cater to that goal/aspiration in your content. Instead of just throwing keywords into a post, figure out what users are trying to accomplish, and then give them the answer. This could be in the form of a blog, an informative video, or any form of content you know your users respond to best.

Communicating Through Images 

Using videos or photos that complements or extends the communication of the content posted usually gets a better response. Images that contain meaning that matches what the user is trying to accomplish will strengthen the rankings of what your page is all about. The context should illustrate how a given goal is accomplished or reflects the outcome a user is looking for.

So, if the user expects to achieve something specific from using your product or service, then the image should communicate how to achieve that result such as a step by step graphic or how-to video.

Stay on Topic 

It’s important not to stray far from the intended topic as you want the focus to drive users to follow you all the way to a Call to Action (CTA) or an affiliate link. You also want to stay on topic as being focused and concise helps the search engine understand what your page is all about so it reaches the intended users.

Repurpose Your Best Content

When you find something that works, capitalize on it. If you’re struggling to make something creative, look back on what’s worked best for you. Take your best performing blog and turn it into a video or infographic, or your best performing topic and find new ways to make it relevant to your audience. Updating and republishing your material website gives you another chance to help people discover it, too. If you had a great piece of content but didn’t get the best response, it’s possible not enough people saw it. Updating your content isn’t always about coming up with new ideas, so if something worked well for you in the past, find a way to repurpose it.

Write up, images or videos diminishes in value over time, which is why updating your old content has many benefits. Being a little more creative and knowing your audience can result in better search rankings, more traffic, social shares, and new customers discovering you.


Brand consistency is important for small businesses as it plays a vital role in transmitting a specific feeling to customers in the form of a message that remains the same across all channels which should be reliable & consistent for the customers to reach out to the businesses regarding the products they sell or the services that they provide.

According to a statistical learning, 20 % of all small businesses fail in their first year 30% in the second year & 50 % after five years due to inconsistency in continuing a Brand consultant for a small business.

Let’s identify some measures which can be incorporated to improve brand reliability helping small businesses prosper:

Consistency in Design and Use of Logo.

It is essential for small businesses to uphold a consistent brand image by keeping their logos & colors uniform. Logo’s should be designed with a compatible color scheme that matches the business, in terms of the products they sell or the services they provide and if possible, the website should be color compatible too. Logo’s design should serve as a tool to identify your brand.

Brand Recognition

A Small business that has a physical premise for contact with the potential customers should run their branding in physical space and on Web as it serves its purpose of identification. Office space or industrial space can be painted in brand color & logos to make your branding prominent to any customer.

Never be an Oath break

“Always be known for the promises that you keep.” Small businesses should integrate measures & resources to deliver products in a specific time period. Businesses that fail to keep their promises (even verbal), end up generating a negative opinion for themselves, but occasionally there can be unavoidable delays in the products or services in that case, fair compensation should be provided to customers in order ensure a next visit, purchase & posting of a positive review.

Represent your Brand via Employees

Employees are that vital means to maximizes your marketing efforts. Training, irrespective of the department or nature of work, should be provided to the employees for communicating with customers about the usage of vocal tone and phrases to be used. Reward should be given to employees to keep them motivated on the job as it is significant for spreading positive insight among your customers.

Social Media Marketing

Social Media helps small businesses in ensuring that the organization gets noticed and what can be expected from the business by customers. It also aids brand visibility over the cyberspace and spreading awareness of the businesses about the products offered or the services that they provide. Use of Logo, punch lines, advertisement, the symbol should constantly be posted over the social media to maintain brand image.


Every brand, portray itself in the form of tone that plays an important role in its fame due to the type of clientele & specified target market it caters to. Small businesses can attract its target audience by airing advertisements that are on repeat in the right measure, reusing specific images such as a logo that can instil a feeling of familiarity in the audiences, feature a prominent influencer that can take the web by storm &, etc. Stick to a steady tone of voice that will fascinate the target market.

“A Strong, reliable brand, built up over time and good intention, is the best assurance of future earnings.”


Video marketing is surpassing all trends and fads and has become a mainstay of marketing. Video is important whether it is from the company making the products or the people or influencer who are using the products or services. When you think about any digital marketing strategy, the main elements that pop up are PPC, content and social media. It is more likely that video marketing has been forgotten. Video marketing is going to be massive; it is going to be a key to market your products and services. It’s time to pay attention to video and improve the rank in the SERPs.


Improving search for your product is vital to your digital marketing strategies. Video SEO is going to be huge because it’s an excellent way to safeguard that you are ranking higher in Google or other search engines. You need to have on point video marketing strategy that focuses on the importance of video.
YouTube has been wildly successful over the years now. Getting a cut of the latest trends is important. Video makes the process of understanding a lot easier therefore logically, everyone loves videos. Google loves videos too. There is a gigantic audience to be explored, and video is the way to do this. Even other social media platforms are milking on the video marketing strategy.


You don’t have to be an epitome of photographic intelligence with your video. Use Instagram videos or others to play around with the thought of video marketing. This is a great way to ensure that you are reaching out to public on a human level and not just on professional front.
YouTube is perfect for engagement of the video, just contemplate about the sheer amount of comments and responses that can be collected from real-life users. Having video marketing within your digital strategy is an exceptional way to quick response from your users and clients. Ensure that you are answering to people who comment on your video to maintain the interaction.
Engagement is the crucial to any effective strategy. Video format is one of the best and fast way to engage and communicate with your adoring supporters.


Plan out your video marketing strategy, do not engage in randomness do checkout the metrics that it works on. Analyse the success rate and consider how well a video can or is performing and how well is the audience receiving it. Also ensure that you are using the platforms inbuilt analytical tool to see how effective your campaigns are.

Brand Building

Video is an effective and efficient way to build the brand. Branding is needed for every company and having a great video campaign can ensure achievement for the long-term. Every brand has its own individual USP and the consumers have it imprinted on their mind if a specific brand videos pop up.
Video marketing is expected to continue growing because, it works and driving more traffic. Video production is also getting easier to do, with all the reasonable budget and user-friendly technologies available.


Technology has revolutionized the global network into a small place where connecting with people is very easy and effortless. In this digital time, knowledge and data sharing is simpler than ever before. With the developing technology and changing attitude of consumers, new tools and mechanisms transpire and the digital marketing industry is also no exception.

The evolution in this scenario is extraordinary and consistent. To stay ahead in this race, you need to know these technological progresses in the digital marketing genre.

Digital marketing trends (2020) that are going to influence the entire landscape of digital marketing in terms of technology are:

Shift on Private Messaging Apps.

Brands would shift their focus to use of custom-made and private messaging apps to connect with their consumer and investors like Viber, WhatsApp, and WeChat. Long promotional emails will be replaced using private apps and private messaging groups. These services will also become an efficient way to effortlessly pay online using Paypal, Venmo, and WeChat.

Chatbots Will be Dominant.

Chatbots will also remain to gain their importance in this online marketing period. These Chatbots intermingle with people visiting the website and can reply to their queries in real-time. The use of chatbots will not only cut down the hiring individuals but will also save time as it provides answers quickly as they are automated. This will surge customer satisfaction levels.

Personalization will go Prevail.

Industrialist companies like Amazon, Netflix, Nike, are trying with individual personalization. Many companies have data and analytical abilities to create customized experiences for a consumer. It gives their loyal customers relevant notifications and deals at the right time, which they love. Personalization is the future of digital marketing.

Voice-Search will Increase.

With revolution in technology, more people have started using phones with voice assistants. Voice related searches will be presented in phones with Google, Siri, and Alexa for digital marketing. It will help in your day-to-day life, read text loudly, find your favourite music and can also dictate text messages.

Consumers focus on Clarity.

Today businesses are creating clear, without hassle and user-friendly information for customer retention. Companies will be more transparent on what type of information is shared and the messaging system they use, to endorse their services and products. This will reassure people to offer feedback to help improve their products.

These are the most prevalent technology-based digital marketing estimates of 2020 that are going to take the entire digital marketing scene into its stride. If you wish to benefit from these marketing trends, hire a Digital Marketing Company offering website development and digital marketing services.


The internet has been operational and has evolved and changed over the time so that nearly every person now has access to the internet. These days most people are using it to communicate. AI or artificial intelligence also has started to change and evolve at the same time, which has led to the conception of chatbots. To understand the impact that the chatbot can have on the digital marketing strategy, you should understand what this is.

What is a Chatbot?

Chatbot is a software that uses Artificial Intelligence to simulate a conversation that might have happened with another human being. This means that it interacts with the users that land on your site using automation and stand-in as if they were a real person or a customer service representative.  Chatbots can process all the usual language that might be used and can keep a conversation that is clear with the user through chat.

You can use chatbot on your website that can answer all the questions, the robot can analyse as well as understand the messages from the database of the question and answer section. You must enter efficient data for the chatbot to be able to relay it, but once you have done this, then they can answer the questions that are there in database.

Real Time Customer Support

Chatbot has an impact on digital marketing by allowing real-time customer support. They can handle any customer service requests and queries that come up and you don’t have to hire any extra personnel to handle it. Chatbot can help you in digital marketing like soliciting the feedback from users, offering discounts on products, responding to questions about products that are out of stock and much more.

Taking Orders

The chatbot can also be helpful when it comes to taking any orders for your products or services. They are resourceful at this, and they can take the orders and process the payment and arrange the necessary supplies. Since the robot is incapable of doing any errors, this is a good way to ensure that the process is done correctly and that there are no mistakes made.

Helps In Sales and After-Sales

The chatbot can easily replicate various human behaviours and at the same time they can offer improved support for online marketing. The guidelines that are predefined will allow them to smartly respond to the inquiries that the consumer has. It can also help the customer when it comes to tracing the product. Make sure that you use chatbot as the first line of defence and leave the difficult questions to the actual customer support representatives. This would allow you to manage your employees and their workload without the customer support suffering.

Keeping Customer Data Straight

The advantage about the chatbot is that they keep all the data regarding an individual straight-up. Chatbot would remember the items that the customer purchased the last time and can offer suggestions for what they might enjoy this time or if they need the order placed again.

Customer Insights

One more thing that the chatbot can do these days is ask the customers conventional questions without them being upset. There are plenty of questions that they can ask, to get the information that is needed so that you can personalize the experience of the user later when they return to the site.


If you are allowing chatbot to do most of the simple work like answering questions and getting feedback from the consumer, then your actual representatives can deal with the other tougher work which chatbots can’t do for you. It improves the efficiency of the representatives while the chatbots helps in digital marketing.

Chatbot has helped all businesses become much more efficient since they can take over some simple responsibilities and the harder tasks are dealt by actual employees. They are also great for guaranteeing that all orders are placed properly and that all insights are gathered from the consumer.


If a prospective client visits your social media channels and observes your business, networking with the followers and offering them relevant, valuable content, that can boost their first impression of your brand. Therefore, a strong social media presence is a very crucial to bring in new business. Social platforms help to improve your relationships with current clients, as well as to attract new ones. Social media can help grow your development business, so it’s time to learn how to use it properly. Let’s take a look at four suggestions you can apply to connect with current and prospective clients:

  1. Choosing the social networks that your target audience are most involved in.

There are numerous social networks that can connect you with current or potential clients. However, trying to combine all of them into your digital marketing strategy can be time-consuming. Instead, it’s better to concentrate on few platforms that are likely to generate the most results for your brand.

To do this, it’s essential to recognize the social network your target audience is most active on. Tools such as BuzzSumo can be used to research regarding which platforms receive the highest engagement with specific types of users. Once you recognize the social networks you should target, you can focus on forming a strategy for those channels. This is more cost-effective and productive than trying to prove a presence on dead-end networks.

  1. Create unique, relevant, and engaging social media content.

To build profound relationships with your clients on social media, it’s essential to create and share useful content. Content should be unique, appropriate, and engaging can attract people to your brand.

There are several ways you can do this. For example, you can share blog posts that address familiar questions and interests. You can also use social media content to establish trustworthiness and authority. Putting yourself as an expert and demonstrating your knowledge and abilities can increase trust. You might also consider sharing case studies, reviews and customer success stories. This helps to personalize your brand and highlights the benefits of your services to potential customers.

  1. Regularly Posting on your social channels 

Consistency is crucial when it comes to social media content. Posting unique and relevant content on a regular basis lets your followers know what to expect and when to expect it. This can help increase readership and trust in the brand. Sticking to this commitment of posting regularly can be challenging. As you get engaged with your development projects, it’s easy to side-line social media commitments.

Create a social media schedule to hold yourself accountable and prevent ignorance due to your busy schedule. CoSchedule is free WordPress plugin that includes a cross-functional calendar that unifies your content and social workflow. You can create, schedule, and publish your exclusive content directly from your dashboard.

  1. Start and participate in conversations within your social group. 

Participating in social media conversations is an effective way to improve engagement and interactions. You can build meaningful connections that can lead to new clients as an active contributor in the social media community.

You might also consider starting your own community. For example, create a Facebook group to offer a platform for customer feedback and support, get new insights from followers, and develop an open conversation. You can also use social media platforms as a customer service solution. Quickly replying to questions and comments showcases your dedication to your existing clients, which can help in a positive way to new prospect customers as well.


Your clients are the essence of your development business, so it’s essential to build meaningful relationships with them. When used appropriately, social media can be a valuable tool that helps strengthen and expand your client connections.