In every era, marketing has evolved based on what the customer is using. If you go back in history, you can see that at times when customers used Radio, it gave birth to radio advertising and marketing. Next, we got the boom of televisions, it is one of the widely used device globally, which allowed the companies to reach a mass audience with TV ads. Even today TV advertising is one of the most used advertising strategies for companies. Since the boom of the Internet, more customers started using the Internet, which gave birth to a new era of marketing originally called Internet marketing, which is now called Digital Marketing.

Now a days, we frequently hear the term Digital marketing we all think that we reasonably understand what actually it is. This thinking sometimes limits the scope and opportunity that the complete Digital marketing landscape will actually offer, which is why, when it involves nailing it down, we either turn dumbfounded or get stuck. To come out of such scenarios, it is important to know different types of Digital marketing opportunities that are available to your business. According to Salesforce, 75th of Total marketing Budget will head to Digital marketing.

Digital marketing depends upon the kinds of audience interactions. It revolves around managing and harnessing of various types of Digital marketing Channels and many varieties of Digital marketing services.

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels like search engines, social media, email, and their websites to connect with current and prospective customers.

Why companies use digital marketing?

1. Internet Users: As per the internet usage stats, 40% of the world population is using the internet.
2. Mobile Phones: Most of the users globally today use mobile phones for communication. As per a report 4.77 billion mobiles phone users globally, which will increase to 5.07 billion by 2019.
3. Targeting the Audience: In traditional marketing strategies, it is very difficult to advertise to the target audience with specific demographics & details. Today with digital marketing we have so many customised & personalised methods to target the audience exclusively.
4. Low Cost and High ROI: Most of the small and medium scale companies rely mostly on digital marketing strategies due to its low cost and high return on investment.

Digital Marketing Types

1. Search Engine Optimisation: SEO is the process of optimising your website to "rank" higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include Website, Blogs or Info-graphics.
2. Content Marketing: CM denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include Blogs posts, Ebooks and whitepaper, info-graphics, online brochures and look-books.
3. Social Media Marketing: SMM promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include Facebook, Twitter, Instagram, linked In, Snap-chat, or google+.
4. Pay-Per-Click: PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords, which allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place. Other channels where you can use PPC include Paid ads on Facebook, Promoted Tweets on Twitter.
5. Email Marketing: Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business's website.

Digital Marketing Strategies

Here is a list of five simple digital marketing strategies that any business owner can implement to help their business grow:

1. Setting a goal: Digital marketing is a great way for small businesses to prosper, but going into the method blindly can leave you with a jumbled mess. A lot of strategy and precision goes into digital marketing and having a goal helps you recognise what to focus on.
2. Creating a Marketing Funnel: The most successful businesses have a good marketing funnel in place. A marketing funnel is when you map out a customer’s journey from when a customer is a complete stranger to once they become a lead, then put certain methods in place that may encourage them to move through this funnel. Things like lead magnets, calls to action, opt-ins and offers are all effective pieces of a funnel. You’ll consider a marketing funnel in four parts: Awareness, Interest, Desire, and Action.
3. Developing a call-to-action: A call-to-action (CTA) is a picture or text that prompts visitors to take action, like subscribe to a newsletter, read a webinar or request a product demo. CTAs should direct people to landing pages, wherever you'll collect visitors’ contact info in exchange for a valuable marketing offer. In that sense, an effective CTA results in more leads and conversions for your web site. This path, from a click on a CTA to a landing page, illustrates a lot of desired process of lead generation.
4. Creating an Effective Lead magnet: The idea behind a lead magnet is to trade information. You supply something like a free download of a white paper, but in order to complete the download the individual has to fill out a form that will provide you with more information about them. You’ll use the information you gather to interact with them more as they progress through your funnel.
5. Driving Traffic: There a variety of ways you can drive traffic to your website.

• Quality Content: Use content like blog posts, press releases and articles on authority websites. Insert links to various places on your web site inside this content to create your brand name through exposure and drive traffic to your website.
• Keyword Strategy: Inserting related keywords into content will help your content and website show up in more search results, this leads to higher volumes of web traffic.
• Website Optimisation: Ensuring that your website is optimised and functioning at its best is essential. People don’t want to visit a website that doesn’t work properly.
• Social Media: Use engaging social media posts to attract more traffic to your site. Using pictures, video, and other relevant media will help your posts get more engagement.

We have many different specialisations so you will have different options to start your career.

1. Digital marketing strategist
2. Digital marketing executive
3. SEO analyst
4. Social media specialist
5. Google AdWords specialist
6. Email marketing specialist
7. Web Analyst
8. Online reputation manager