A Comprehensive Analysis of Digital Marketing Strategies Today

This report provides an overview of digital marketing strategies, emphasizing their importance for modern businesses. It details various methods such as Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, content marketing, social media marketing, affiliate marketing, marketing automation, and online PR. The report highlights the significance of each method in reaching targeted audiences, generating leads, and increasing brand awareness. It concludes that a strong online presence is crucial for companies to expand their reach and capture the right market segment by selecting appropriate advertising and marketing techniques. The document includes references to support its analysis and is available on Desklib, where students can find similar resources.

Digital Marketing

Table of Content
Introduction
Ways of digital marketing
Conclusion
References

Introduction
Digital marketing is one of the most important tools for the companies nowadays. It is
important for the company to market their products online as it is not only have a wider reach
but it also involves lesser cost as compared to traditional marketing methods. Digital
marketing is powerful tool that can be used by the company in order to promote their product
on a bigger scale. It will help the company to reach to the targeted segment without much
cost as well as effort via online channels. Digital marketing can be done through various
ways which will be covered in the report.

Ways of digital marketing
Search Engine Optimization:
•It refers to the marketing practice in which the website of the
company includes words which are most likely to be searched by the
customers in order to find the products online.
•It is observed that most of the customers are likely to find their
products online with the help of some related words.
•Around 70% of the people only open the first page of the feed and
will not bother to open the second page.

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Pay per click:
•It refers to an online advertising model which helps the company
in attracting traffic on the website of the company.
•It will help the company in generating income as the advertiser
will pay the company every time someone clicks at the
advertisement featuring on the website of the company.
•It will help the advertiser to have a wider reach also it will help
the company in increasing the reach of the products.

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Content marketing:
•It is a type of marketing that is focused on approaching the right audience
with the help of creating, publishing and distributing content for the
targeted audience of the company online.
•The aim of this type of marketing is to attract as well as to develop a
specific market segment for the company so that the company can change
the behavior of the customers towards the products and offerings of the
company.

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Social media marketing:
•It refers to the marketing which is done by the company in order top
reach to the targeted audience with the help of social media platforms.
•Social media platforms now have a much wider reach and this type of
marketing is also very cost effective as compared to other marketing
platforms or methods.
•Social networking sites helps the companies to reach out to their potential
customers and communicate with them in order to encourage them to try
the offerings of the company and to build a relationship with them.

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Affiliate marketing:
•It refers to the marketing in which the company pays amount to external
website in order to generate traffic or sales which is generated from the
referrals.
•The most of the earnings of the affiliate marketers are generated through
sponsored ads and direct ad sales.
•In this marketing the company compensate third party publishers to
generate leads and traffic for the website of the company.
•It is a way of promoting the products and services of the company.

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Marketing automation:
•It refers to the software or technology that makes the workings of the marketing of the
company much more easier in terms of marketing.
•It can be refers to a subset of customer relationship management or customers experience
management.
•That can help the company in segmenting definition, scheduling and tracking marketing
activities and campaigns.

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Online PR:
•Online PR is also refers to as Digital PR as it refers to the use of internet or online
platforms to communicate with both current and potential customers.
•These helps the company in increasing the brand awareness by covering news about the
products and services of the company which will be watched by the targeted audience of
the company.
•It will also help in reaching to the customers and encourage them to buy the products of
the company. The above given methods are a form of online PR as well.

Conclusion
From the above study it is concluded that the company needs to make sure that they have
presence on online channels so that they can make sure that the company is having a wider
reach. It is important for the company to choose the right advertising or marketing method so
that the company can reach to the right targeted audience and can capture the right market for
their products or services.

References
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Cowley and et. al., 2020. Industry Certifications in Digital Marketing and Media Education: Examination of
Perceptions and Use Among Educators. Journal of Marketing Education, p.0273475320948570.
Liu, S., Perry, P. and Gadzinski, G., 2019. The implications of digital marketing on WeChat for luxury
fashion brands in China. Journal of Brand Management, 26(4), pp.395-409.
Özoğlu, B. and Topal, A., 2020. Digital marketing strategies and business trends in emerging industries. In
Digital business strategies in Blockchain ecosystems (pp. 375-400). Springer, Cham.
Saura and et. al., 2019. Digital marketing strategies based on the e-business model: Literature review and
future directions. Organizational transformation and managing innovation in the fourth industrial
revolution, pp.86-103.

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