Digital Marketing : Overview, Concept, Benefits, Tools and Techniques

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What is Digital Marketing?

Digital marketing can be best explained by bifurcating the term. “Digital” refers to something involving uses electronic technology, relating to recording, storing data or information and “marketing” is a process of promoting product or services. So it is marketing of goods and services through digital technology. Thus it is wide spectrum to approach and facilitate your customers anytime anywhere through online activities.


Digital Marketing is also known as online marketing, web marketing or internet marketing. It started in the1990s and has witnessed rapid growth in the year 2012 and 2013 as per the statistics. This concept is not only limited to commerce, trade and industries but it has reached our everyday life through digital devices (mobile phones, television, social media).  Best examples to these would be Marketing Courses related to products on social media via Facebook, Instagram etc. It has become the prior necessity of organisations it may be small, medium or large is trying to trade online. Its intelligence has helped enterprises to determine their marketing channel, increase customer base, and identify trends and pattern and plan sales in the most convenient way.

Benefits Of Digital Marketing

  • Maximise Lead generation
  • 24/7 Availability and Customer service
  • To reach masses at a global level
  • Competitive edge
  • Improving Visibility and Brand Image
  • Minimise cost by reducing the buying cycle.
  • Marketing efforts can be measured in terms of ROI
  • Use of right tools and technologies
  • Effective decision-making
  • Determining best Marketing Strategies

Techniques/Tools of Digital Marketing

Search engine Optimisation (SEO)

It is a process of bringing your website or web page into visibility.  It is a way to improve ranking in a manner which is considered to be appropriate and relevant for users.

Content Marketing

It is a process to build valuable effective content (video, blogs, and posts) to promote a brand, generate the lead or to attain set of understood customers.

Social Media Marketing (SMM)

It is the social instrument to improve your brand image and attract customers.  Here website becomes the marketing tool for brand exposure, reach the target audience and to promote your product or service.

Pay Per Click (PPC)

It is a mode of online marketing where advertisers pay to the search engine if a web user’s click on their ads. It is an attempt to bring web traffic or users to visit your site.  It is a form of digital advertisement also known as cost per click.

E-mail Marketing  

It is the way of promoting your products and services by electronic mails to a group of people (consumer, clients or target audience). It helps build the customer relationship, acquire new customers and repeat business with the existing ones.

Affiliate Marketing

When one is paid to market someone else’s product or service on their website is known as affiliate marketing.

Online Reputation Marketing (ORM)

It is the practice of positioning the organisation in the minds of the customers or other entity on the internet. It is an Online PR management rather than offline.

One thought on “Digital Marketing : Overview, Concept, Benefits, Tools and Techniques”

  1. Great Article! The social media world is now very diverse that you can actually pinpoint differences among the widely used platforms. But among them, Linkedin remains quite different – where Facebook, Twitter and other sites are mostly used for personal purposes, LinkedIn gave a professional twist to the already existing online community. I have Used a tool called AeroLeads and It really helped me lot for my business growth.

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