Digital Marketing

Marketing
Introduction of Marketing
Marketing deals with identifying and meeting human and social needs. It is the
communication of the value of a product or service to customers in order to sell
that product or service. According to Kotler and Armstrong. "Marketing is a
societal process by which individuals and groups obtain what they need and
want through creating, offering and freely exchanging products and services of
value with others." It aims at the convergence of organizational objectives and
customer needs. According to American Marketing Association Board of
Directors, "Marketing is an activity, set of institutions, and processes for creating,
communicating, delivering and exchanging offerings that have value for
customers, clients, partners and society at large”
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Scope of Marketing:
1) Creating, promoting and delivering goods and services to customers. and

2) Decisions related to size, color, design, packaging etc. of the product nature of
the service.
3) Customer satisfaction and after sales services.

Objectives of Marketing
1) Create a demand of the product
2) Provide better quality product to the customers.
3) Increased customer satisfaction.
4) Create goodwill and positive brand image.
5) Generate sales volume and profits.
What is digital?
by the number 1 and non-positive by the number 0. Thus, data transmitted or
stored with digital technology is expressed as a string of 0's and 1's. Each of
these state digits is referred to as a bit (and a string of bits that a computer can
address individually as a Digital describes electronic technology that generates,
stores, and processes data in terms of two states: positive and non-positive.
Positive is expressed or represented group is a byte).

Digital marketing, also called online marketing, is the promotion of brands to connect
with potential customers using the internet and other forms of digital communication.
This includes not only email, social media, and web-based advertising, but also text and
multimedia messages as a marketing channel.

Essentially, if a marketing campaign involves digital communication, it's digital

marketing.

Any marketing that uses electronic devices and can be used by marketing specialists to convey
promotional messaging and measure its impact through your customer journey. In practice,
digital marketing typically refers to marketing campaigns that appear on a computer, phone,
tablet, or other device. It can take many forms, including online video, display ads, search
engine marketing, paid social ads and social media posts.

Digital Marketing Challenges

 Digital Marketing
Digital marketing poses special challenges for its purveyors. Digital channels
proliferate rapidly, and digital marketers have to keep up with how these
channels work and how they're used by receivers. Marketers need to know
how to use these channels to effectively market their products or services.

It's becoming more difficult to capture receivers' attention because they're

increasingly inundated with competing ads. Digital marketers also find it
challenging to analyze the vast troves of data they capture and then exploit
this information in new marketing efforts.

The challenge of capturing and using data effectively highlights that digital
marketing requires an approach to marketing based on a deep understanding
of consumer behavior. For example, it may require that a company use
different techniques, such as website heatmaps, to learn more about the
customer journey and new forms of consumer behavior.

The benefits of digital marketing

Regardless of whether you’re a B2B or B2C company, digital
marketing helps businesses better understand their customers and
deliver tailored experiences across every channel.

Digital marketing can help you get to know your audience,

understand their pain points, and provide metrics that will give your
marketing team credibility. Digital marketing has several benefits.

Reach a large demographic

Digital marketing allows you to reach a wider customer base with

less effort. When you post an ad online, it can reach anyone,
regardless of their location. You can connect with customers on the
other side of the world, in multiple time zones, as seamlessly as
though you were taking out an ad in the local newspaper. You can
expand your market reach and grow your business in ways that
would have seemed impossible before.
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Cost efficiency

Traditional marketing channels like TV, radio, and print media

typically have higher costs than digital channels. Posting on social
media and creating blogs doesn’t have a cost beyond the time you
spend producing the content. You can create a slick, professional
website for a relatively low cost by using one of the many templated
systems or paying more for a bespoke creation. You can create social
media accounts for free, and partner with an email service provider
(ESP) for a competitive price.

Plus, digital channels remain on the internet for as long as you

maintain them. People will continue to find your content again and
again long after you’ve posted it. This amounts to greater staying
power than a temporary TV ad.

Regardless of whether you’re a B2B or B2C company, digital

marketing helps businesses better understand their customers and
deliver tailored experiences across every channel.

Traditional marketing is more ephemeral because it only plays at

certain times — and usually outside of your control — before it’s
gone forever. A newspaper ad doesn’t run continuously unless you
keep paying for it, and then it disappears when people recycle the
paper or toss it in the trash.

Whether you have a small business or you work at a big business

that’s trying to cut costs, digital marketing is the way to go.

Results are measurable

Digital marketing comes with a host of analytics opportunities that

traditional marketing just can’t match. You can track the number of
conversions and leads, visits to your website, and much more —
 Digital Marketing
giving you plenty of valuable insight to help grow your business. For
example, digital marketing allows you to:

• Measure social media engagement with built-in analytics.

• Track the organic traffic and SERP rankings of every blog post.
• Pull accurate data on paid ad views, clicks, and conversions.

Traditional marketing doesn’t allow for further engagement and only

allows for one-way communication. But digital marketing gives you
the opportunity to chat one-on-one with customers. You can engage
with them directly on a blog or social media post to learn how they
found you, what they think, and what they need. This gives you both
quantitative and qualitative information on your marketing efforts,
which is worth its weight in gold.

Easier personalization for customers

Customer data is the foundation of digital marketing. Because it

requires so much data, businesses naturally learn a lot about their
ideal customers during a digital marketing campaign. Thanks to this
data, it’s never been easier to personalize your marketing
campaigns.

For example, businesses use customer data to:

• Monitor the behavior of their social media followers to see which

types of content and post formats they prefer.
• Segment customers based on their demographics, which makes it
easier to personalize messaging based on their pain points.
• Address customers by name in email campaigns.
• Acknowledge key events like customer birthdays and anniversaries.
 Digital Marketing
Opportunity to engage with customers at various stages

Digital marketing is more cost-effective, which means you can

engage with customers at several points during the buying process.
For example, you can create a paid advertising campaign and then
follow up with those leads after they’ve made a purchase. This could
be as simple as saying thank you, or using it as an opportunity to
upsell with related items or a subscription. A traditional TV ad can’t
do that.

Easy and convenient conversions

Thanks to its cross-channel connectivity, digital marketing makes it

a cinch to increase conversions. Shoppers can move from a social
media platform to your ecommerce store to make a purchase in just
a few taps. Digital marketing also allows for automation, so if
customers don’t make a purchase right away, you can quickly follow
up with them to recapture their business before they forget about
you.

Digital Marketing Examples

• Apple Inc. is one of the pioneering examples of digital marketing. Not only has it

improved its marketing, but it has also gained users’ trust worldwide. This contributes to

increased sales and user retention. Paid advertisements and social media campaigns for

the iPhone have drawn a sizable Apple Inc. audience.

• Skechers is yet another successful example of digital marketing. It caters to the need for

foot comfort and has a target audience aged 20 to 60. Despite large fishes in the same

industry, Skechers stands out due to its customer satisfaction, unique shoe categories,

brand ambassador campaigning, etc.

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Characteristics of Digital Marketing
Measurable
Measurability is one of the crucial characteristics of digital marketing. The term “digital”
contains the word “digit.” Therefore, you should be able to gather the reach of these
advertisements and reactions quantitatively, whether you are posting a social media ad
or asking customers to an offline event to experiment with the installation. Digital
marketing makes it easier to gather this data, which is helpful for following marketing
initiatives. Knowing which audience, you can target, how effective your material was,
and which strategies have succeeded or failed in the past will help.

Segmentation
Digital marketing studies social media user behavior regarding choices and
preferences, concentrating on a more specialized strategy. Based on certain target
demographics, the ad is tailored to specific audience segments.

With a few clicks, digital marketing enables a firm or organization to promote its goods
or services internationally. A PPC ad campaign, for instance, can quickly target a
specific city, state, or country around the globe.

Targeted
A targeted digital marketing effort is necessary for success. Your presentation’s material
should be centered on a particular group of people. They are sometimes described as
Personas with particular personalities. The target audience should explicitly receive a
helpful message from the content. The target audience may become more interested as
a result. The message can be effectively communicated when the content appeals to
the intended audience. Imagine a businesswoman who is organizing her next getaway.
One day, she will be glad to read along, whether it is an organic or sponsored narrative
when she is perusing the timeline on Facebook and comes across content regarding
holiday packages from an airline.
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Strong media presence
Startups value social media because it gives them a direct, quick way to connect with
the general public. It expedites the process of establishing brand equity by, in a sense,
cutting out the middleman. Social networking improves your attempts to provide
excellent customer service, adds credibility, and allows you to hear what customers
have to say. Although you don’t have to overdo it with your social media presence, you
should create compelling profiles on essential platforms like Facebook, Twitter, and
LinkedIn. Hence, a strong media presence is one of the critical characteristics of digital
marketing.

Cost-effective
Accurate information can be published online for a relatively low cost, and products can
be sold directly to customers, shortening the distribution chain. Additionally, since
anyone can access the information independently and expand the sale, this reduces
the need for advertising and helps keep costs down. The majority of visitors are very
interested in these products.

Since the audience is precise, unnecessary information transfers are avoided, which
can help reduce costs.

Personalized
When the copy you use for digital marketing is quantifiable, you can keep tabs on your
audience’s purchasing patterns, most-viewed goods, and preferences. It enables you to
tailor product recommendations for every customer and suggest relevant products or
services. Personalized, one-time-use discount coupons can also be sent to users based
on their “Watch list” or “wish list,” which they are unable to share with anyone else.
Because you can meet customer needs online, digital marketing is both cost-effective
and user-friendly.
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Profitability
Compared to traditional marketing, digital marketing offers far better measurement. All
social networking and corporate websites today employ tools and plugins to track
users, identify what they were looking for when they visited, and monitor their behavior.

Google offers a service called Google Analytics as well for monitoring general consumer
behavior. By evaluating the effectiveness of a specific advertisement or marketing
strategy, digital marketing can give you enough information about your target audience.
So, profitability stands as one of the characteristics of digital marketing that is
measurable.

Digital Marketing Objectives

Every company has specific objectives but to widen this and provide numerous paths,
we will definitely use Digital Marketing Objectives. Digital Marketing is the key that
should be used by Digital Marketing executives to grow businesses by following it with
full determination.

Now, we should dive deep so that you can have a better understanding of the different
objectives of Digital Marketing.
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Let’s see the main objective of Digital Marketing which will be beneficial for Digital
Marketing executives.

Constructing Brand Value and Awareness

One of the key goals and components of Digital Marketing is brand awareness. Digital
Marketing strategies might help you build your brand’s reputation if your business is
small or only operates in a small geographic area.

Improve SEO Person Techniques

We must study the content in order to make our content more valuable and optimized
for search engines. Google Analytics is a tool that can be used to evaluate data and
give a hint to an SEO expert to improve SEO techniques.

Increase the number of visitors

Digital Marketing plays a vital role in increasing the traffic rate of a particular website.
We can do that by using interlinking in the content, CTA (Call to Action) image, and CTA
(Call to Action) link, through this process traffic of any website can be busy.

Paid Advertisement

Paid advertisements are said to be the main contribution of Digital Marketing. As it

provides a number of ways to interact with the target audience.

The work is pretty easy, simply create the ad that will directly hit the target audience
based on various factors that are demographics, venue, interest, etc, define the budget
and your task is over.
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Marketing with the help of Electronic Mail

The use of an email marketing strategy is a further successful method of Digital

Marketing. Incoming and outgoing calls are comparable to electronic mail in that you
can communicate with customers directly by sending emails to them.

If they find your emails relevant and engaging, you will undoubtedly receive emails in
return.

Produce unique and relevant Insights regularly

A company can accept direct sales if they have its own respective site that sells the
goods which can be electronic items, training courses, clothes, and many more.

For your sales staff to have enough leads to handle, you need to have a steady flow of
leads. You could anticipate an increase in consumer visits to your store considering
current marketing strategies.

Reduce cost prices for New Customers

The secret to lowering the cost of attracting new clients is Digital Marketing. It offers a
vision for reaching the widest possible audience because consumer communication is
quicker than it is with traditional marketing techniques.

You may quickly conduct promotions with the press of a button, as well as save a lot on
employing staff, purchasing inventory, paying for newspaper advertisements, logistics,
etc. This lowers the cost of recruiting new clients
Digital Marketing
 Digital Marketing

What is traditional marketing?

Traditional marketing is a promotional strategy that targets audiences using offline
materials. Marketers may use traditional marketing to interact with consumers in
physical locations. They typically insert these marketing materials in places where their
audience is more likely to see, hear or interact with them. Examples of traditional
marketing are radio and television commercials, billboards and direct mail campaigns.

Traditional marketing is the process of fulfilling the target audience’s needs

using offline channels and making a profit out of it.

In simpler terms, traditional marketing refers to the satisfaction of needs and

wants for consumers via those marketing channels that existed before
individuals had access to modern digital platforms.

It involves fulfilling the 4ps of marketing without making use of digital

marketing channels. This traditional marketing mix includes:

• Building a product that operates and fulfils customers’ demands online.

For example, a washing machine.
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• Using a pricing strategy that’s not dependent on online channels.
• Using offline channels of distribution to reach out to the customers.
• Promoting the product using offline channels like TV, radio, newspapers,
etc.
Traditional marketing encompasses a wide range of advertising and marketing
strategies. It was and is the most well-known type of marketing that customers
see every day.

Difference B/W Traditional and Digital Marketing.

Traditional Marketing Digital Marketing

The promotion of products and services The promotion of products and

through TV, Telephone, Banner, Broadcast, services through digital media or
Door to Door, Sponsorship, etc. electronic mediums like SEO etc.

Digital Marketing is more cost-

Traditional Marketing is not cost-effective.
effective-promoting.

It is efficient and fast for brand

It is not so good for Brand building.
building.

Digital Marketing is easy to

Traditional Marketing is difficult to Measure. Measure with the help of
analytics tools.

It is difficult to quantify the return on It is simple to calculate in the

investment in traditional marketing. case of digital marketing.
 Digital Marketing
Traditional Marketing Digital Marketing

Even after the posting of an

After the posting of the advertisement, it
advertisement, it can be
cannot be altered.
amended.

Digital Marketing includes..

traditional Marketing includes.
• Search engine optimization
• T.V. advertisement (SEO)
• Radio. • Pay-per-click advertising
• Banner Ads. (PPC)
• Broadcast. • Web design.
• Sponsorship. • Content marketing.
• print Ads. • Social media marketing.
• Email marketing.

Users have no option except to watch the Users can even skip the ads if
ads. they lack interest.

The traditional type of marketing has local The digital type of marketing has
reach. carried a global reach.

There are standardized ways of targeting The targeting here is customized

users. and relies on the type of user.

The methods opt in traditional marketing for Digital marketing gives quick
market analysis by a company leads to results and thus helps in getting
waiting for weeks or months to get results. real-time marketing results easily.

No real-time results are obtained in The improvement in marketing

traditional marketing so there is a need to strategy is quite flexible as it can
draft a marketing strategy beforehand as it be changed according to
relies on marketing results. marketing results.

One-way communication occurs in

Two-way communication occurs
traditional marketing because of its rigid
that leads to more customer
means to carry out the process of
satisfaction.
marketing.
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Return on investment on digital marketing vs traditional
marketing.

What is digital marketing return on investment?

In digital marketing, return on investment (ROI) is the profit earned
from every dollar your business spends on marketing efforts.

A positive ROI means that you’re making more than you invest — the
customers you attract as a result of a campaign more than offset the cost
of that campaign. A negative ROI is the opposite, and it happens when
you spend more money on your marketing than you earn from it.

Why measure digital marketing ROI?

Understanding digital marketing ROI helps you identify the strategies that
work best and empowers you to optimize your marketing budget. Let’s
take a look in more detail at why you should incorporate digital
marketing ROI into your marketing approach.

Determine success
Determining if a digital marketing campaign was successful or not is a big
decision. There are several metrics you can use to make that call, but at
least one should be ROI. Set a target ROI at the beginning of the
campaign, and then report whether or not the campaign delivered what
was needed.

For awareness and brand-building campaigns, revenue and conversion

might not be the primary metric, but you can still use ROI to help
determine success. If you don’t expect a high ROI for the campaign, set a
low goal for ROI at the beginning.
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See what’s working
Digital marketing ROI can help you make more specific and nuanced
decisions as well. Measuring digital marketing ROI can show you which
aspects of any marketing plan are working and which aren’t or what
changes helped and which ones did not. If you are spending more money
on a campaign than you are earning, something is not working. With this
information you can gain inspiration for other campaigns and refocus your
efforts on the highest yield channels.

Allocate budget strategically

Once you know which digital marketing campaigns and efforts are
delivering the best ROI, you can reallocate your budget to those
channels. At the same time, you can phase out the campaigns with the
lowest returns and put even more resources behind strategies that are
performing well.

How to calculate ROI in digital marketing?

In its simplest form, digital marketing ROI is the revenue directly driven
by your marketing efforts minus the money you spent on the marketing,
divided by the money you spent on the marketing.

ROI = (return - initial Investment / initial investment) * 100

ROI is calculated as a percent, hence the * 100. You’re calculating the

percentage your original investment grew or shrank. A simpler formula
looks like this:

ROI = (net profit / total cost) * 100

If you’re starting a new campaign, you may need to ballpark how much
ROI you can expect from the beginning. To project future ROI, multiply
the number of potential customers you’re targeting by your conversion
rate and average purchase price. That number represents your predicted
return.
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Predicted return = (number of leads * lead-to-customer rate * average
sale price)

The number of leads is a rough estimate of how many people you expect
to turn into leads, but not all leads turn into customers. So to make this
more accurate, you multiply by the lead-to-customer rate — the average
percentage of leads that convert to customers.

For example, assume a digital marketer expects their campaign to

generate 1,000 leads and their lead-to-customer rate is 25%. Let’s say
that including sales and discounts, the average sale price comes to $50.
The predicted return would be $12,500.

1,000 leads * 0.25 * $50 = $12,500

If you know the predicted cost of your marketing efforts, you can now
plug that number into your ROI calculation.

Predicted ROI = ([Predicted return – Cost for marketing] / Cost for

marketing) * 100

In our example, the digital marketer is planning to spend $5,000 on this

campaign. That means:

([$12,500 - $5,000] / $5,000) * 100 = 150% predicted ROI

These formulas don’t take into account outside variables or

unpredictable situations that could affect a campaign’s outcome.

To get a holistic picture of your marketing success, you need to

supplement ROI with other metrics like the ones we cover below.

Impressions and page views

To increase growth rate, you have to make people aware that your
products and services exist. Impressions and page views are strong
indicators of brand awareness. The more people who see your marketing
and visit your website, the more they get to know your brand. Digital
 Digital Marketing
marketing campaigns that focus on impressions and page views may not
create high ROI, but calculating “cost per impression” can be a good
alternative to ensure you capture people’s attention without spending
too much.

Click through rate

Users who are interested in your product or service will click on links in
your digital marketing materials. Measuring click through rate (CTR) can
show you which ads, email campaigns, or social media posts capture the
most attention. When you know what engages potential customers, you
understand how to drive traffic strategically.

Cost per lead and cost per acquisition

Cost per lead and cost per acquisition are more detailed measures of ROI.
Cost per lead (CPL) represents the cost required to get the attention of a
potential new customer, and cost per acquisition (CPA) is the cost
needed to convert that prospect into a paying customer.

Calculating these two metrics helps you determine where specific issues
lie. For instance, if your cost per lead is low but your cost per acquisition
is high, there may be a disconnect between what you’re marketing
upfront and what the customer is actually purchasing.

Return on ad spend (ROAS)

ROAS is a very close cousin to ROI. Instead of measuring the return of an
entire campaign, ROAS examines the return of a single component of
your campaign.

ROAS is typically tied to PPC ads, which makes it slightly easier to

calculate — you know exactly how much money went in and how much
came out. ROAS is almost the same formula as ROI but swaps marketing-
related variables with PPC variables.
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ROAS = (PPC revenue - PPC spend) / PPC spend) * 100

Keep in mind that ROAS doesn’t incorporate other outside costs, such as
employee salaries, marketing software, and other processing fees. But
just like cost per lead and cost per acquisition, ROAS still shows areas of
improvement and opportunity at a more granular level.

Conversion rate
Conversion rate — the rate at which leads turn into actual customers — is
a robust metric if conversions are your ultimate goal. But it’s important
to consider conversion rates for each specific channel, device, and ad.
Looking at conversion rates from multiple angles can show you where
some campaigns may be falling short and others are performing strong.
For example, some campaigns may run better on mobile devices than
laptops. If you see greater conversion rates for mobile, consider investing
more time and money into those types of campaigns. And keep measuring
your conversion rates to ensure that reallocation pays off.

Conversion rates can also help you project the ROI of new campaigns and
set more reasonable budgets based on past performance.

Average order value

Average order value (AOV) is the average amount a customer spends
when they make a purchase. AOV is important because you could be
driving a lot of conversions, but if those new customers aren’t spending
much, you won’t see an increase in ROI. Similarly, pushing people toward
higher value products may increase your ROI and profit, but focusing on
AOV might mean you see a drop in conversion rate.

Customer lifetime value

Customer lifetime value (CLV) is the amount an average customer will
spend the entire time they engage with your business. Unlike some of the
other common metrics, CLV is a long-term measure of digital marketing
success. Converting customers with high potential-CLV means that your
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ROI will continue to grow with every new purchase they make. The higher
the CLV of the customers you acquire the less worried you need to be
about a low ROI early on.

Keep in mind that you need accurate metrics to be able to draw accurate
conclusions. Ensure that you have proper tracking processes in place and
are working with clean data.

What is a good marketing ROI?

The short answer is that a good marketing ROI is a ratio of 5:1 — you’re
making $5 for every $1 you spend.

An ROI of 2:1 is barely profitable because other business expenses reduce

that ratio closer to 1:1. The marketing ROI calculation considers direct
investments, but does not usually include business costs like salaries and
office space that were also necessary to make that campaign happen. A
digital marketing ROI of 10:1 is considered exceptional. You're definitely
turning a profit, even when you account for external variables.

Even though 5:1 serves as a solid benchmark, a “good” ROI is somewhat

subjective. It depends heavily on your industry and use case. Some
industries are more saturated and take larger marketing budgets to cut
through the noise.

So don’t make ROI your end-all be-all metric. Instead, stick to your
preset goals and key performance indicators (KPIs) — one of which might
be ROI
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Traditional Marketing
Measuring ROI from traditional marketing campaigns is often much
harder to determine the campaign’s effectiveness.
These campaigns rely more on anecdotal or qualitative evidence to
determine whether or not they are successful. Additionally,
traditional campaigns do not have the same performance metrics as
digital campaigns, making it difficult to measure ROI accurately.
Traditional campaigns may still be useful in certain situations, but
their effectiveness is often limited due to the lack of performance
metrics. It is difficult to adjust strategies and target the best
customers without the ability to measure performance. Additionally,
traditional campaigns may be limited by geography and may fall
short when trying to reach a broader audience.
When measuring ROI, digital marketing campaigns can measure
performance and attribute success or failure to different strategies.
As a result, digital campaigns allow for much more accurate ROI
measurement and visibility into the performance of a campaign.

Why ROI Matters in Marketing and

How to Calculate It
When marketing, you need to know if your efforts are paying off. Otherwise, you
could be wasting time and money on campaigns that are not bringing in any results.

Measuring your investment return can help determine which marketing activities are
worth your time and resources. Plus, understanding your ROI can help you make
more informed decisions about allocating your marketing budget.
 Digital Marketing
There are several ways to calculate ROI, but the most basic ROI formula looks
something like this:

ROI = (Marketing revenue – spend) / Marketing spend x 100

For example, if you generate $3,000 in revenue from a campaign that costs $2,000
to run, your marketing will have produced a 50% return on investment.

Remember that ROI is just one metric you can use to measure the success of your
marketing campaigns. There are many other factors to consider, such as customer
satisfaction, brand awareness, and engagement.

Which Marketing Strategy Offers a

Better ROI?
You may wonder which marketing strategy will give you the best return on
investment ROI. The answer, unfortunately, is that there is no one-size-fits-all
answer to this question. However, a few digital advertising strategies tend to
produce better ROI than others. These include SEO and email marketing.

While SEO has an average ROI of 22:1, email marketing has an average ROI of
42:1 — that’s 4200% ROI!

These figures show that investing in digital marketing produces much better results
than going with old-fashioned promotional methods. The low cost and high success
rate associated with this form of promotion make it an attractive option for any
company looking to boost its sales without breaking the bank.

Conclusion
There is no easy answer when deciding between digital marketing and traditional
marketing. Both have pros and cons; ultimately, the best strategy is usually a mix of
both.
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However, digital marketing is often the way to go if you are looking for the best ROI.
With its lower costs and higher reach, digital marketing can help you get more bang
for your buck.

Tools use for successful marketing

sproutsocial.com/insights/digital-marketing-tools/

How to Do a SWOT Analysis for Your

Digital Marketing
May 22, 2023 - 10:30AM

Looking for ways to build a better digital marketing strategy? Consider doing a
SWOT analysis!

A SWOT analysis is an invaluable tool for businesses looking to maximize their

digital marketing efforts and increase their ROI.

By developing a deeper understanding of what’s working (and what isn’t), you

can make more informed decisions about how to optimize your campaigns and
reach your growth goals.

What is a SWOT Analysis?

A SWOT analysis is a strategic planning tool whose acronyms stand for:

• Strengths
• Weaknesses
• Opportunities
• Threats

It’s a great way for companies to take a step back, analyze their current
situation, and identify areas for improvement and growth.

A SWOT analysis can be applied in a variety of settings, but when it comes to

digital marketing, it can be used to understand the current digital environment
better, and identify areas where the business may have an advantage or
disadvantage.
 Digital Marketing
This analysis can help businesses figure out which digital marketing channels
are most effective, and which need improvement.
It can also be used to identify potential opportunities and threats that could affect
the success of the current digital marketing strategy.

SWOT Protip
When doing your SWOT analysis, start with Opportunities and Threats, then
take what you’ve learned and apply it to your Strengths and Weaknesses
A lot of people start by just looking at Strengths and Weaknesses because it
comes first in the acronym, but doing it in this order allows you to respond to the
opportunities and threats with data and strategy!

How to Do a SWOT Analysis for Your Digital

Marketing Strategy
Step 1: Identify Your Strengths
The first step in conducting a SWOT analysis is to identify the strengths of your
digital marketing strategy.

This includes looking at things like your website, content, social media
presence, SEO efforts, and any other digital marketing activities you’re currently
engaged in.

Ask yourself questions like:

• What advantages do I have over my competitors?

 Digital Marketing
• What digital marketing activities are working well for me?
• What resources do I have that my competitors don’t?
• What unique skills or expertise do I have that gives me an advantage?

Step 2: Identify Your Weaknesses

The next step is to identify the weaknesses of your digital marketing strategy.

This includes looking at things like website design, content quality, social media
engagement, and any other digital marketing activities you’re currently engaged
in.

Ask yourself questions like:

• What areas of my digital marketing strategy are lacking?

• What resources do I need to improve my digital marketing efforts?
• What skills or expertise do I need to develop?
• What areas of my digital marketing are not performing as well as they should
be?

Step 3: Identify the Opportunities

The third step in a SWOT analysis is to identify the opportunities available to
you.
This includes looking at things like new digital marketing channels, emerging
technologies, and any other opportunities that could help you improve your
digital marketing efforts.

Ask yourself questions like:

• What new digital marketing channels could I use to reach my target audience?
• What new technologies could I use to improve my digital marketing efforts?
• What partnerships or collaborations could I pursue to further my digital
marketing goals?
• What trends or developments could I capitalize on to further my digital
marketing efforts?

Step 4: Identify the Threats

The last step in conducting a SWOT analysis is to identify the threats to your
digital marketing efforts.

This includes looking at things like competitors, changing digital landscapes, and
any other threats that could impact your digital marketing strategy.
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Ask yourself questions like:

• How are my competitors using digital marketing to their advantage?

• What changes in the digital landscape could affect my digital marketing
efforts?
• What new technologies could disrupt my digital marketing strategy?
• What new regulations or policies could limit my digital marketing efforts?

Meaning of Blogs
What is a blog?

Definition of a blog

Blogs are a type of regularly updated websites that provide insight into a certain topic. The
word blog is a combined version of the words “web” and “log.” At their inception, blogs were
simply an online diary where people could keep a log about their daily lives on the web. They
have since morphed into an essential forum for individuals and businesses alike to share
information and updates. In fact, many people even make money blogging as professional
full-time bloggers.

As the publishing world has evolved, and more of it has moved online, blogs have come to
occupy a central position in this digital content world. Blogs are a source of knowledge,
opinion and concrete advice. While not yet posed to replace journalism as an art form, people
increasingly look to trusted blogs to find answers to their questions, or to learn how to do
something.

Blogs are always evolving both in terms of how they're created and what they are used for.
They can be a vehicle for creativity and for marketing. They're also increasingly created and
read on mobile apps, as mobile blogging also comes into its own.

What does a blog look like?

A blog consists of a series of articles or posts. While the appearance of your blog can vary
depending on the platform and design choices made by you as the blogger, here are some
common elements you may find in a typical blog and include in your own, keeping in mind the
importance of user experience design and web design:

Header
The top section of a blog often contains your blog's title or logo, along with a navigation menu
that helps visitors explore different sections or categories of your blog. You might decide to
categorize blogs from the same topic together, for repeat readers who are looking specifically
from posts from that area of interest.
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Content body
This is where the content of your blog posts is displayed. Each post usually includes a title,
author name, date of publication, and the main content of the post, which can include text,
images, videos, or other multimedia.

Sidebar
A blog may have a sidebar on one or both sides of the main content area. The sidebar often
contains additional information or features such as a search bar, recent posts, popular posts,
categories, tags, social media links, an about section, and advertisements. You can this part
of your blog to help establish your blogs navigation, and site hierarchy to users and search
engines.

Comments
Many blogs allow readers to leave comments on their posts. The comments section typically
appears below the main content of each post and may include the ability for readers to reply
to comments or upvote them. Before enabling comments on your blog, make sure you have
the time and resources to manage comments effectively. You'll need to monitor them for
spammy messages which should be deleted, or for messages from genuine readers who
you'll need to connect with.
Footer
The bottom section of your blog usually contains copyright information, links to your privacy
policy and terms of service, additional navigation links, and sometimes widgets like a
subscription form, social media icons (social share buttons), or related posts.
Blog designs can vary greatly depending on the theme, customization options, and personal
preferences that you chose. These elements provide a general overview of what a blog looks
like, but blogs may have unique layouts or additional features based on your chosen platform
and your design choices.
Generally to create and manage a blog, you'll need a blog platform or CMS. Within this you'll
also need a domain name and web hosting service like Wix hosting.

Types of blogs
Different types of blogs cover varying topics, from food and fashion to marketing. Blogs are
composed of individual posts on more specific subjects within the blog’s field of expertise. To
get started with blogs on social media, check out microblogging. These posts often serve as a
platform for discussions, as many blogs have active comments sections. You can think of a
blog almost as a newspaper that adds articles and continually maintains the archive.
Whether you’ve seen stand-alone blogs or blogs as website sections, you’ve probably
encountered blog examples all over the internet. Some of the most popular types of blogs in
the blogosphere include:

• Food blogs
• Travel blogs
• Health and fitness blogs
• Lifestyle blogs
• Fashion and beauty blogs
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• Parenting blogs
• Business blogs
• Sports blogs
• Art blogs

Improving your blog visibility

• 1. Optimize your blog for SEO
o Improve your keyword research. It will help to determine what keywords need to
be included in your posts. Tools such as Wordtracker, SEMRush, and Google
AdWords Keyword Tool will help you choose keywords that are most popular for
your topic.
o Add links to your blog posts. Links really are the currency of the web. Be sure to
include links to other popular websites in fields related to your college, organisation
or blog. This will give authority to your blog posts for search engines.Note that, in
order to keep your readers on your blog, make sure all links open on a separate
page, by adding the code target=”_blank” to the link. Also, keep in mind that
internal links are just as important as external links, meaning you can link keywords
directly to relevant pages within your site. At least one of the links within your post
should be internal and its anchor should include a keyword you are trying to rank
for.
o Create categories. Categories enable readers to easily find posts related to the
topic without leaving the page. Adding a search bar is also a great way to help
readers easily find content.
o Use tags. Tags provide readers with a quick and easy way to navigate through
topics of interest. You can also build your blog’s topic authority by indexing tags.
o Index tags or categories in sitemap. Choose to index tags or categories in your
blog sitemap. If you only write 2 or 3 blogs posts per month, we recommend making
categories indexed. If you post more than 2 posts per week, we recommend
making tags indexed. Also, for SEO purposes, make sure to use “No Index for
Archive.”

• 2. Direct internal links to older posts. Edit 10 of your older posts to create
internal links (using one or several of your keywords as the anchor text). This
process can be implemented relatively easy and can be used for any keyword your
site ranks for or is trying to rank for. It should only be implemented if the link is
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relevant to the content you have published. For newer blog posts, we recommend
to have at least one well anchored internal link in the article body. It helps to
enhance page authority and establish relevant information flow.

• 3. Update and republish all blog posts. Some of your blog posts were very
popular, but are they still current? An easy quick win may be to simply freshen up
the content and republish it. When republishing, do not create a new draft, but
rather, simply change the date of publication. Share the new content on social
media and other mediums as you would any other new content.

• 4. Make your blog mobile-friendly. Having a mobile-friendly blog requires a fast

uploading theme. You should also make sure your CMS can be set in mobile-
friendly mode. Various content management systems offer applications that enable
you to make your content easy to read from mobile devices. For those using
WordPress, here is an article to learn how to make your WordPress blog mobile-
friendly in less than 60 seconds.

• 5. Create a content calendar. Following a detailed schedule will help you blog
consistently and tie your blog topics to your other marketing initiatives. The
calendar should include content creation, but also a clear process of how content
will be shared on social media, as well as on curation and syndication sites.

• 6. Add social media plug-ins. Make it as easy as possible for readers to share
your blog posts through social media plug-ins.

• 7. Add images and/or videos. Remember that not all of your readers will find your
posts on your blog. Many will probably find you through social media or content
curation platforms. This means that the title of the posts and the media aspects
within the post are all important.

Give preference to images that add value to your post by being related to the
content in question and that are more likely to be shared. Embedding a video has
great SEO benefits. For SEO purposes, make sure that these images or videos are
properly tagged as well.

• 8. Share your blog posts everywhere. A sharing process will help you harvest the
benefits of social media, social bookmarking and content syndication. Make sure
you integrate this process in your content calendar to consistently share your blog
posts.You can also advertise your blog by adding the URL on all your social media
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profiles, at the end of all emails, in presentations, etc.. Put in the extra effort to get
the word out there that you have a blog.

• 9. Create a newsletter. If you have been blogging for a few months, use Google
Analytics to see which posts have been most popular, and then package them in a
newsletter sent to your client base. A newsletter is a great way to stay present in
your prospects’ minds while promoting news, programs and events taking place at
your college.

• 10. Install Analytics and learn from its results.Google Analytics is one of the
most used analytics tools… and it is free! To sign up, all you need is a Google
account.Google Analytics reports allow you to see which pages were most visited,
the time visitors spend reading your blog, and various other important information.It
can also enable you to know which keywords people use to find your posts (go
to Content Site > Site Search> Search Terms) and choose a time span large
enough to allow you to see the keywords that were searched for.Your GA account
can be configured to see searches on your website and your blog as well. This will
help you determine which post hit the spot with your students, which in turn will help
guide towards creating great content.

Visitor Engagement
1. Keep in touch over your social media
channels
Social media channels are great traffic sources for blogs, since a large part of the audience is
on these platforms. Therefore, that’s where you should spread your content.

First of all, remember always to promote your social media pages on your blog. In each
post, add links to your channels in the bottom or another highlight place of the page.

This strategy will increase your number of followers and their engagement rate. With this
done, always remember also to publish these new content on social media pages.

This way, it is possible to generate recurrent traffic to the blog, since every new publication
will make your audience return.
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2. Keep your blog updated
Returning visitors will always be looking for more of what made them interested for the first
time: quality content. If they return and their expectations are not met, this can generate
frustration.

Therefore, it is essential to keep your blog always updated, with new content posted at least
weekly. An editorial calendar can help a lot in this task.

When accessing an updated blog, visitors realize that there is a commitment to keep them
informed. If the audience doesn’t find it, they are probably going to stop coming back.

3. Invest in great and unique content

Quality content is one of the main ranking parameters that Google sets.

That alone would be enough for you to follow this tip, but we’re talking about attracting
recurring traffic. In this case, quality content can build loyalty, simply because it generates
interest.

If the user consumes content and notices its quality, they will naturally return to the blog to
look for other posts.

When a strategy meets this expectation, recurring traffic is established. Thus, in addition to
updating your content, it is necessary to focus mainly on quality.

4. Measure micro-conversions
While your primary goal is to sell a product or service, other minor conversions may be of
interest.

Micro-conversions help measure how engaged the audience is with your blog and how
much they are willing to return.

Ideally, in the content strategy, some options for interaction should be offered. These options
help to create engagement and are also solid measurement parameters.

Some of the main micro-conversions can be:

• comments on a post;
• clicks on a banner;
• social media sharing;
• subscriptions to newsletters.
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The greater the number of micro-conversions, the higher the engagement. The chances of
having returning visitors also increase automatically.

5. Invest in interactive content

Some strategies have a greater capacity to generate engagement. A good example is the use
of interactive content, which requires the participation of the reader.

Interactivity offers a good experience on your page, which certainly will increase the loyalty of
your public.

Some of the main types of interactive content are:

• quizzes;
• interactive calculators;
• interactive ebooks;
• interactive infographics.
A website is a collection of many web pages, and web pages are digital files that are
written using HTML(HyperText Markup Language). To make your website available
to every person in the world, it must be stored or hosted on a computer connected to
the Internet round a clock. Such computers are known as a Web Server.
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A website is a collection of many web pages, and web pages are digital files that are
written using HTML (Hypertext Mark-up Language). To make your website available
to every person in the world, it must be stored or hosted on a computer connected to
the Internet round a clock. Such computers are known as a Web Server.

The website’s web pages are linked with hyperlinks and hypertext and share a
common interface and design. The website might also contain some additional
documents and files such as images, videos, or other digital assets.
With the Internet invading every sphere, we see websites for all kinds of causes and
purposes. So, we can also say that a website can also be thought of as a digital
environment capable of delivering information and solutions and promoting
interaction between people, places, and things to support the goals of the
organization it was created for.

Components of a Website: We know that a website is a collection of a webpages

hosted on a web-server. These are the components for making a website.
• Webhost: Hosting is the location where the website is physically located. Group
of webpages (linked webpages) licensed to be called a website only when the
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webpage is hosted on the webserver. The webserver is a set of files transmitted to
user computers when they specify the website’s address..
• Address: Address of a website also known as the URL of a website. When a user
wants to open a website then they need to put the address or URL of the website
into the web browser, and the asked website is delivered by the webserver.
• Homepage: Home page is a very common and important part of a webpage. It is
the first webpage that appears when a visitor visits the website. The home page of
a website is very important as it sets the look and feel of the website and directs
viewers to the rest of the pages on the website.
• Design: It is the final and overall look and feel of the website that has a result of
proper use and integration elements like navigation menus, graphics, layout,
navigation menus etc.
• Content: Every web pages contained on the website together make up the
content of the website. Good content on the webpages makes the website more
effective and attractive.
• The Navigation Structure: The navigation structure of a website is the order of
the pages, the collection of what links to what. Usually, it is held together by at
least one navigation menu.

What is a Web Portal?

The term web portal refers to a management system for knowledge and data that is capable
of delivering the facility to various companies and organizations for building, sharing,
interchanging, and reusing their data. A web portal is a private type of location present on the
internet. One needs a unique web address (URL), along with an id and a password for
retrieving a web portal. The content present within is very secured and protected. It is specific
to the users, and the overall interface can be both- public or private.

A web portal allows a user to access multiple roles. The content present in such portals are
dynamic in nature, and they change very frequently. The overall visibility of the content
present in it changes from one person to another. In other words, the knowledge and data
contained can be unique to specific users based on the group member settings. Web portals
collect their content from a variety of sources that are diverse.

There are basically two types of portals:

• Vertical Portals – This type of portal works in a manner that is user-centric. It means that it is not
available for the public in general, and it delivers organization-specific information.
• Horizontal Portals – This type of portal is analogous to public websites. It tries to deliver all the
services that the users need.
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Difference Between Website and Web Portal
Parameters Website Web Portal

Basics A website is a location present on the internet A web portal is a point of access in which the
with various web pages that one can access via content is only available for a set of specific
its URL. users.

Interaction A website does not allow its users to interact with The communication that a web portal develops
it. with its users is two-way.

Owner Various companies and organizations can own a It is private and user-centric.
website.

Management One does not need to update sources of One needs to update sources of information
information time and again- unless required. very frequently.

Property It is like a knowledge domain, and any user can It acts as a gateway to let users access the
access it with or without logging in. intended knowledge from a specified domain.
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Difference Between Website and Blog

Blog Website

Blogs are more dynamic in nature

as the content keep on updating. Websites tend to be static in nature.

A blog can be more of an informal A website is more formal and

type. professional.

Content needs updation regularly. Content doesn’t change regularly.

A blog can be a website itself or a

part of bigger site. A website can be part of blog

It is developed with WordPress, It is developed with the help of Html,

Magneto, etc. CSS, PHP, JavaScript, Python etc.

A blog has massive SEO A website has less SEO implemented on

implemented in it. it compared to a blog.

At most time, Blog is informative

and educated in nature. At most time, professional in nature.

Post is the basic unit of a blog. Content is the basic unit of a website.