01. Digital Marketing

Digital Marketing Strategies include a series of activities that help you achieve your goals for various channels like paid, earned and owned media. Depending on your business goals, your strategies might vary. Digital Marketing agencies build strategies based on seven core capabilities, which are a strategic approach, performance improvement process, management buy-in, resourcing and structure, data and infrastructure, integrated customer communications and customer experience.
Digital Marketing agencies provide a lot of services for various online activities like Search Engine Optimization (SEO), Content Marketing (Blogging & Article Writing), Downloadable Content Offerings, Email Marketing, Social Media Marketing, Pay-Per-Click (PPC) Marketing, Video Production, Website Design / Micro-site Development, Public Relations (PR).
Digital Marketing helps you build your online business and generate sales and profits through different channels and platforms. To increase the reach and awareness of your business, Digital Marketing Services are essential and highly recommendable since you get the opportunity to reach out to your target and communicate one-on-one with them.
Digital Marketing services help you increase brand awareness, brand loyalty and drive sales for your business. The main advantage of Digital Marketing is that it helps you measure success, performance and results of all the activities across all platforms in a very cost-effective way.
To perform Digital Marketing activities like SEO, Analytics, Content Marketing, Social Media, Email Marketing etc., Digital Marketing Agencies use a lot of automation tools to ease their campaign-related work. Google Analytics, SEM Rush, Google Adwords, Keyword Planner, HootSuite and sproutSocial are some of the most used tools.
Digital Marketing consists of a lot of activities which can help different business types and needs, but the best and most beneficial activities which every business must use are SEO ( Search Engine Optimization), SEM ( Search Engine Marketing) or PPC, Social Media activities and Email marketing. These activities will help create a good online presence. These days a lot of importance is given to Content Generation and Marketing. Though it is a long-term process, but it helps create a strong brand recall and perception.

Brand awareness in digital marketing means creating a digital identity for your target audience. It helps you create and spread knowledge about your brand/organisation. This activity is generally helpful whenever you launch a new product/service or brand.

Digital branding is a subset of digital marketing. While digital branding will only focus on creating an awareness about your product/service/brand and giving you a digital presence, digital marketing provides a holistic view and helps you generate awareness, sales/conversions and maintain a strong relationship with your customers through Online Reputation Management.

Any branding or advertising activities carried out on digital channels including search engines, social media, emails, SMS, website and apps fall under digital marketing. Due to extensive digitalisation, almost everyone requires digital marketing services to create a digital presence or footprint. You can easily out reach out to your target audience through one digital channel or another.

02. Performance Marketing

While performance marketing becomes very important for urgent and short term campaigns, it can also be leveraged for long term campaigns. It basically depends on your business and your business goals. If you want more conversions in a short duration - performance marketing is the right approach.
A performance marketing agency is one who can promise and deliver on results in terms of conversions, sales, qualified leads or more rather than just impressions, reach, and engagement.
A performance marketing agency always takes a Data-Driven Approach to formulate strategies that help in achieving goals in the given period of time. Based on the final goal of the project, data is analysed, campaigns are run, and results are delivered. The process of creating strategies, ideation and crisis management are also an integral part of a performance marketing agency's work.
In simple terms, performance marketing in a digital marketing agency is advertising in the digital space with the objective of getting conversions, sales, qualified leads or more. In performance marketing, the focus is not on the impressions, reach, engagement but the overall conversions.
Holistic Performance Marketing is when the promotions of a product/service are done through each medium available in the Digital Space. Eg. Social Media Marketing, Pay Per Click Campaigns, Search Engine Optimisation, PR, Content Marketing, Video Marketing and more.
Digital Marketing Agencies provide performance marketing services by leveraging the most relevant Online Media Platforms to execute Performance marketing strategies. Eg. Google, Facebook, Linkedin, Instagram, Twitter, Taboola, Outbrain, HubSpot and more.
Every business has its own goals. Digital Marketing Agencies, with the help of performance marketing activities, can help design a strategy suited for your business goals. The strategy will always vary, along with the Platforms and activities leveraged on these platforms. A data-driven strategy will always perform for your business.

03. SEO (Search Engine Optimization)

"A digital markting agency that provides 360 degree marketing services can provide SEO consulting service for your website. As approximately 72% people searche on google about their queries, SEO consultants can help you present the right type of content to the right people at the right time.

A digital marketing agency can do detailed website analysis, backlink audit, UX evaluation and develope a customize SEO strategy to reach your business goals."

"SEO is not a one time activitiy, rather it is a continuous process to maintain the optimum visibility of your website on search engines like Google. It costs time and money. If you are short on time then SEO agency can help you optimize your website.

The basic steps to optimize your website include :

Keyword research to understanding the words and phrases that consumers use to find your products

Competitor analysis which gives you an understanding of their online activities.

Identify pages on your website to target the right keywords

On-page optimization of website to make it easily searchable for both users and search engines

Content creation for different platforms available

Content promotion / Off-page Optimization to target audience on different platforms

Tracking performance of SEO campaign through different platforms and tools on regular basis"

"Whenever user searches for a query, search engines process millions of pages before showing the results. According to a study, 75% people won’t even go to the second page of the search results. So if your website is not SEO optimized, it will be difficult to rank in first few results and you will lose qualty traffic which could be your potential customers. SEO can help you so that you can reach maximum target audience at right time. A digital marketing agency can suggest a tailored SEO strategy which will not only improve the online presence of your website but also get you quality traffic and provide measurable results."

"SEO is a combination of different techniques which can help your website get relevant traffic and improve it's overall ranking. SEO agency have experts to analyze your website and it's different aspects.

They test your website on criteria like UX, Mobile responsiveness, Website content, Technical errors, On-page changes, Backlink quality and overall improvement of website quality.

Once the concise report is made about required changes, the changes get implemented on website and SEO strategy is made according to the scope of work. Execution of strategy is done by SEOs throughout the campaign. Also frequent monitoring is done to validate the SEO strategy. The continuous efforts throughout the campaign make the targeted keywords rank better and improve the organic traffic of website."

"SEO stands for Search Engine Optimization. It is the process of getting ""organic"" or ""free"" traffic to your website through search engines. It helps to improve quality and quantity of traffic on your website. SEO is mainly divided into 2 types : On-page SEO and Off-page SEO.

In On-page SEO, you need to focus on optimizing your website by considering Google's ranking factors. The off-page SEO is about generating quality backlinks for your websites through different channels.

The basic steps to optimize your website include :

  1. Keyword research
  2. Competitor analysis
  3. Keyword Mapping
  4. On-page optimization
  5. Content creation
  6. Content promotion
  7. Tracking performance of SEO campaign"
Yes. Most comapnies that provide SEO service also provide other services including Search engine marketing, social media optimization, website development, Graphic designing, mobile app development, online reputation managment and many more. As most of the servies mentioned above comes under the umbrella of "Digital Marketing", the agencies provide all the inter-related services.
SEO is a process rather than activity. It is time consuming and it takes consistent efforts to reach the targeted goals. So it is important to select a digital marketing agency which can assure your brand gets the right efforts and results. While choosing the SEO service provider you need to consider following parameters : 1. Experties in particular domain / industry / location 2. The team size, structure and their overall experience 3. Online reviews of the company 4. Case studies of existing clients 5. The quality of content they generate for their company 6. Client retention rate 7. An overview of SEO process the company follows

04. SEM (Search Engine Marketing)

Pay Per Click is the advertising model in which advertiser pay for the ads that are served to the relevant target audience available on the digital platforms
Digital Marketing agency set the goals and targets according to the objective of marketing. SEM focuses on promotions which vary from Website traffic, Lead Generation, Sales, App downloads. SEM can increase the visibility of the websites on the search engine result page. Digital Marketing agency after in-depth research w.r.t product/service defines a strategic plan that includes evaluation of demographics which are likely to use the product/service
SEM activities help to reach the audience who are not aware of the product/service. Through SEM you can have potential visitors to your websites/landing page, and later you can convert them to sales or conversion (Whatever is your goal) through remarketing your products with different communications
It helps to improve the brand image and online presence of the product/service through brand awareness activities, which enhances the brand recall and later turn them into brand advocates. These brand advocates help in generating organic traffic for your website
"SEO - Search Engine Optimisation focuses on improving the rank of the site in SERP on particular keywords. SEO activities drive organic traffic to your website. These activities take time to rank your website higher and generating relevant traffic who are searching for products and services (Pull Marketing). SEM - Search Engine Marketing focuses on improving the presence of the brand on online platforms through advertisement. Advertisements include Display Ads, Text Ads to drive the relevant and potential audience to your website who formerly were not aware of your brand."
"SEM-How many people are in your SEM team, and what is their average experience? How many are Google Ads certified? Case studies of SEM campaigns? SEO- How many people are in your SEO team, and what is their average experience? How many are Google Analytics certified? Case studies of SEO campaigns?"
SEM stands for Search Engine Marketing. It is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs). It is done primarily through paid advertising where you have bid for the position of the ads using Google Ads, Bing Ads, etc.
Digital Marketing agencies have talented people to drive successful campaigns, scaling the business and managing client relationships and staying ahead of industry changes. Digital Marketing agencies have multiple media platforms to reach clients TG.

05. Social Media Marketing

The services provided by a company to increase your social media presence and drive engagement/traffic organically through multiple social media platforms.
Social media agencies promote the products and services of a company by devising effective strategies. The way of operation differs from agency to agency, but marketing is the primary function of a social media agency. These companies manage a brand's presence on all social networking sites while working on getting the attention of the maximum audience possible. Few out of every odd individual have in-depth social media knowledge and evolving strategies. Thus, it's essential to hire an agency to take your presence to the next level. Social media experts know where to begin, which stages to utilize, and what sort of content to amplify. These agencies do a lot of media exercises, make posts, share, likes, and tweets, and so on. Social media agencies are skilled at projecting and maintaining the value associated with your brand. This includes promoting the emotional, practical and other benefits of a company, product or service. Social media managers are trained to promote the positive images of your brand without compromising brand values. These agencies are also skilled at helping social media users discover these values in a way most convenient for them.
Social Media works as a supporter for your paid campaigns and it is also an organic way to build your brand, increase your presence, and connect with your audience. Through social media, you can identify how your brand is perceived or what is your brand image in the eyes of your targeted audience.
Social media marketing in simple terms is to make use of social media platforms to reach and engage your targeted audience for your product or service.
A social media marketing strategy can be evolved by first looking into your buyer's persona and then identifying as to which platform or medium of communication is best suitable. There is no straight strategy or Omni strategy, it has to be derived by considering many variables and it can be unique for everyone.
"The main objective of social media marketing is promoting your brand, products, and services. Social media marketing agencies helps with
  • 1) Building Brand's Recognition
  • 2) Getting new clientele/Engaging existing clients
  • 3) Highlighting brand values
  • 4) Brand promotions
  • 5) Dealing with competitors
  • 6) Achieving goals in less time and budget"
""There isn't any defined process for carrying out a social media campaign for a brand. Social media marketing isn't only about the social media channels; it's about the people available on these channels. So the social media processes involve decoding the audience insights and developing strategies (tone of platforms, engaging behaviour of the audience, time of media activities, type of contents etc.) for creating a sustained online presence. For some people, the ever-evolving digital landscape is thrilling. It gives them something new to read every morning, something new to do every day and something new to aspire every moment. For others, it's an unpredictable and painful process that involves more work and fewer results. Social media marketing will prove to be beneficial for you only if your social media agency understands your brand and your audience. Developing content won't help much. The same needs to be channelized at the right time and customized for the right audience. The process, in short, should be:
  • Understanding the objective
  • Understanding the brand
  • Researching the audience
  • Content creation
  • Content customization
  • Channelization

Social media marketing can work best when

  • The media activities involve indepth research on the audience behaviour
  • The content is customized to best fit the audience behaviour
  • The time and tone of each activity is mapped with the audience behaviour
  • The topical content is best leveraged

06. Content Marketing

Consumers come across anywhere from 4000 to 10,000 ads every day. This overabundance of marketing messages has resulted in consumers sparing hardly any attention to most advertisements. A good content marketing strategy can elevate your brand above all the noise and can fuel customer engagement, generate leads, and build trust.
Content marketing usually falls under a more comprehensive inbound marketing strategy. Therefore, the right methods to use may differ from brand to brand. However, there are a few standard content formats that can be modified to suit particular goals such as lead magnets, videos, webinars, email newsletters, among others.
Content marketing uses editorial, graphics and video to attract, inform and engage a target audience. Rather than pushing products or special offers, content marketing works by offering high-quality, targeted material that is first and foremost helpful and useful.
No content marketing tool can replace the need for a good strategy and talented human resource. However, they can help get the job done faster, smoother, and more efficiently. Some of the best tools are HubSpot, WordPress, Google Docs, Yoast, Buzzsumo, Ahrefs, Google Analytics, among others.
Consumers come across anywhere from 4000 to 10,000 ads every day. This overabundance of marketing messages has resulted in consumers sparing hardly any attention to most advertisements. A good content marketing strategy can elevate your brand above all the noise and can fuel customer engagement, generate leads, and build trust.
Content marketing follows content strategy. Without a solid strategy in place, all content marketing efforts will lead to inconsistent results. Digital marketing agencies have trained experts who have mastered the art of creating the right content strategy that will lead to the desired goals.
According to HubSpot, 47% of consumers look at 3 -5 pieces of content before making a purchase. Therefore, it’s safe to say that content marketing activities are designed to supplement and support other marketing activities. It can help you connect with your audience with relevant information and can move them through the sales funnel.
Continually changing trends, the need to publish content frequently, accurately measuring ROI, avoiding content creator burnout - these are just a few challenges that digital marketing agencies face regularly. However, an understanding of the market, the right experts and tools, and a well-planned strategy go a long way in overcoming these content marketing challenges.
Digital marketing agencies understand one basic concept regarding content marketing - different types of content generate a different number of leads. Therefore, few preliminary steps must be followed regardless of the brand - market research, identifying and creating high converting content, creating lead baits, etc. All these steps require in-depth understanding and expertise related to the market, the audience, and the various digital platforms.
There is a myriad of factors that come into consideration when a digital marketing company has to create the right content marketing persona. A deep understanding of the audience, the market, and the digital domain are the first steps required when creating a persona that works for a brand/organization.

07. Media Buying

Media Buying Agencies always work with a plan which is formed with a Data-Driven Approach towards effective Goal Achievement. Based on these goals, they book Spaces and Time Slots for different campaigns with different objectives with the most relevant Ad Publishers at the most optimal price.
"Basically, Media buying is referred to as display advertising. It is when a creative is placed on a website, network of websites, or an advertising network for the purpose of driving traffic or increasing brand awareness. To be descriptive, Media Buying is the process designed to ensure that your target audience actually sees your ad. Media buying is considered a paid aspect of your marketing plan as you are required to purchase a space to showcase these ads. It involves purchasing desirable spaces and time slots so that you can reach your target market and various media outlets. These outlets can include newspapers, television slots, magazines, radio, and online banner ads. "
Suppose you have found a company and now you want to promote your company/services in the digital space. You’ll have to tap that space/website/placement where your target audience is the most relevant. Media Buying lets you leverage that space over the internet. Thus leading to effective Branding or Performance Marketing based on the campaign objective.
Digital Media Buying is basically buying spaces and booking time slots in the digital space for your ads to be visible to your target audience on the digital devices such as desktops, laptops, smartphones, tablets, televisions and more. This process leads to buying online traffic from different websites or networks and monetize it by promoting offers from direct advertisers or networks which pay you to do that.
The agencies that provide Media Buying services work with a Data-Driven Approach for planning the campaign and its execution. The agencies work towards goal achievement by selecting the most optimal space and time slots for a campaign in the digital space.
"It is indeed very beneficial for affiliate marketers to gain commissions. Many online companies who sell products such as electronic goods, web-hosting spaces, or some other service, usually offer an affiliate program. You can simply sign up for the program and get your unique tracking link. Now, whenever you are writing about their product, you can simply use this special tracking affiliate link to recommend the company’s site. If your readers buy anything, you will get a commission. "

08. Branding

Though there can be multiple ways, the best way to do branding is user engagement through one way or two way engagement. One way engagement is when you put out content which will be entertaining as well as informational for the audience and two-way engagement is where we expect a response from the audience.
The internet users are increasing day by day, India alone has 627 million internet users and thus it would not be difficult to say that a lump sum amount of your target audience is online. Digital marketing has also revolutionized old ways of marketing as everything is now on the tip of your fingers and content consumption is increasing day by day. Thus digital marketing helps you to reach your target audience at any given point of time.
Since brand building is a qualitative term, exact tracking mechanism doesn't exist. However, the effect of brand building can be seen in other terms like increased product/services demand, increased sells, improved perception, more positive reviews, more engagement, more site visits, quality audience on the website, positive chatters on the web, positive brand reviews etc.

"Branding = Understanding Yourself

E.g. Who are we? Who do we serve? How are we different? What problem do we solve for our customers? Things like brand strategy, logos, colour-schemes, messaging and maintaining that work are all part of the branding equation.

Marketing = Understanding Your Customer
Market research, product development, pricing, customer support, websites, brochures, social media, SEO, publicity, public relations, event planning, blogging, community outreach, etc., are all subsets of marketing.

The common thing between branding and marketing is to connect with the right audience with different types of content. "

"As the world gets connected by the internet, digital marketing has become a very important part of any marketing or branding strategy. It is an easy way to reach your audience and in a more personal way. Thus when your competitors are using it they have an edge over you to reach the desired audience first. "
Positive brand reputation builds trust in your brand and it is important that your brand never builds any negative reputation in a world where anything can reach people in seconds. Twitter is a very big example for this, today when a customer receives a bad service he can easily damage your brand with a single tweet.

09. Public Relations

"Digital Marketing and Public Relations go hand in hand. There is nothing like amplifying a PR article on different sites and social media platforms, a space where the target audience is most available, to increase the brand’s visibility. Through Digital marketing agency Public Relations can beat the traditional route by allowing people to have a two-way conversation, which lets the brand know things it is appreciated for and things they need to work on. One can also track the analytics to check the spurge on the website after the online PR campaign. Online PR is also a low-cost technique to let people know about the existence of the brand, which involves a whole lot of planning and proper execution, to make the news reach to a wider audience."
Public Relations is an art of narrating a story about the brand, to build the brand’s reputation in a positive way. The narration varies depending on the channel used and the stakeholder we want to send out the message to. The major focus of Public Relations is to create a certain image of the brand and build brand reputation through storytelling among different stakeholders. Brands are opting for Public relations because they want their message to reach out to the right target audience, thus building credibility for the brand.
Public Relations helps in promoting, developing, and managing the reputation of a brand, an organization, a person or a department among the target audience. In an industry, a brand needs to build trust among its stakeholders to make sure the business is successful. A lack of trust may lead to a fall in sales. Public Relations help in building a brand’s credibility, thereby increasing the brand’s reputation through thought leadership pieces, influencer connections, and networking strategies. Not just that, Public Relations changes the thought process of the target audience towards the brand. If people don’t perceive the brand in the right way, then Public Relation is the best way to fix it.
"Public Relations and advertising are as different as “Chalk and Cheese”. The main difference between PR and Advertising is that PR is an Earned Media, whereas Advertising is Paid Media. Advertisement is where the brand pushes the message of “Buy Me” in front of the consumer, which promotes direct sales whereas PR is all about building a positive image of the brand and projecting the same in front of the consumer. Advertisement is more of a controlled medium as the brand decides the content and space that they want to invest in. Whereas, PR is what the media thinks of the brand. For example, an advertorial in a newspaper will have an advertising cost worth Rs. 5-6 lacs. Whereas, the same space for a PR article can completely be organic. This is the power of Public Relations!"
Today, every business is online. The reason is the consumer is online and in order to reach your consumer, one needs to be in that space. Digital is a very disruptive yet important place to be present in. Online Public relations helps the business to reach consumers/ stakeholders in the space where they are most available. Today, a person will definitely have 2-3 different news applications on his phone. Digital PR ensures the use of digital and social technologies to manage the awareness, understanding, reputation of a company, through the purposeful influence of exposure via digital media.

10. Video Marketing

The agency will first consider the objective of the video, understand the brand or the product or the content to be put up in the video. In a Digital Marketing agency the content of the video is decided based on whether the video is used for branding or promotional activities.
"Digital Marketing provides a mix of online services; video marketing is widely used for branding and promotions. One must choose video marketing as its useful for SEO, driving conversions, etc. Videos are compelling and create a significant impact on peoples minds, therefore, creating a good strategy for video is useful before you develop the content."
"Video marketing is useful in digital marketing campaigns as it can increase your search engine ranking, click-through rates, open rates and conversions, boost conversion rates and more. You can cost-effectively reach your audience through video marketing on platforms like YouTube."
"Digital Marketing agencies perform a lot of online activities and track campaign performance continuously for a lot of domains. Digital Marketing agencies can best advise you on the right type of video ads, the content, and the strategy that would work best for your business and campaign objective."
"Video marketing lets you engagingly connect with your target audience. Video marketing is the act of incorporating video into your marketing strategy to help increase brand recognition and awareness."
Video marketing helps you create a video for different purposes like branding and promotions. Depending on the campaign type, you can make strategies. Video making includes real-life video, 360-degree video, infographic video, animated video etc.

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