Digital Marketing Modules

In this blog, we’ll discuss all the channels that combine to make up digital marketing. If you are planning to become a specialist in one of these fields you have to go deeper into it and master it. This field is highly dynamic, you need to constantly learn new things and apply them. Now we’ll go through each component one by one and give you an overview.


Components of Digital Marketing:


These are the primary components of digital marketing:

Search Engine Marketing

Social media marketing

Search engine optimization

Content marketing

Email marketing

Web analytics

Conversion rate optimization (CRO)

Sales Funnel


Search Engine Marketing:


Search engine marketing is the process of gaining website traffic by purchasing ads on search engines like google, yahoo and bing. We all have searched something on Google and we all must have seen ads on Google as well. When you search a query on Google, the first or second result is shown as ad (You can see ad written at the start of title). If you are a new entrepreneur/ beginner and have recently opened up your website, your website won’t be able to rank on the first page due to search engine marketing. To drive traffic to your website you need to purchase Google ads, so you can easily get yourself listed on #1 or #2 positions. You can do this using Google ad words. All you need to do is to pay money to Google so that you can get good ranking depending on the quality score of your ad. In simple words, this is called search engine marketing where you learn the art to run good Google ads that make money for the business. It might look simple as you have to search the keywords and start the ad but in actual it’s a complicated field where you have to learn a lot of things like optimization, selecting the right keywords along with so many strategies. There are other search engines as well like yahoo, bing, etc but Google is dominating the market. You can also run bing ads and yahoo ads as well.


Social Media Marketing:


Social media marketing refers to the process of gaining traffic or attention through social media sites. There are two types of social media marketing. First is organic and the second one is paid. The emerging social media channels like Facebook, Instagram, Twitter, and even Tik Tok have a huge audience. If we particularly talk about facebook, it has billions and billions of audiences on their channel and similarly, Instagram also has a huge audience. It’s a new trend in 2019 in which people have started moving to Instagram from Facebook. With an increase in audiences on any channel, there is an increased opportunity for advertisers. Facebook is a massive advertisement channel. Social media marketing is effective when your target audience is younger because you can reach a huge audience. Also, social media marketing has various verticals like when we talk about Instagram we have Instagram influencers, so we can hire a few influencers and market through them or we can also grow organically. But primarily when we talk about social media marketing we are looking for more engagements, we are looking to drive more customers. Primarily we’ll focus more on facebook ads because this is the channel that is extremely popular and gives amazing results.


Search Engine Optimization (SEO):


It is the process of driving traffic from search engines like Google, yahoo, bing, etc to your website. The best part about SEO is that the traffic is free. For example, when we search a query on Google first two are ads, the remaining list is organic and those who click on links and made a purchase, it drives profit to the website without paying for the customer acquisition cost. Whenever you are running Facebook ads or SEM, you have to pay money to Google, so when a customer opens the ad, you have to pay some money to Google. That’s the power of search engine optimization. Once your article starts ranking on Google search engines, you will be driving free traffic and all the money you make after the traffic visits your website that will be a profit. The SEO is divided into three main categories i.e White Hat SEO, Black Hat SEO and Grey hat SEO.


Content Marketing:


The content marketing has become quite popular in the last few years because the customer acquisition model as changed. Content marketing is a very strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience to drive profitable customer action. Content marketing is all about creating content so that you can provide value to your prospective customers. This is the power of content marketing; giving value to your customers or rather prospective customers and showing them the benefits of joining your services. For example, if I have an eCommerce company, we can create viral content, top 10 type listicle articles, and then drive people to the website. So there are numerous ways of doing content marketing. Especially in the last few years and for the coming years, content marketing will be beneficial for businesses to drive customers.

Email Marketing:


Email marketing is an effective way to communicate with the audience. It is forming a big chunk of the revenue. Email marketing is not just making a list of people to send emails to them and spam them. One has to use specific tools, style of writing an email, creating drip sequences as well.

Web Analytics:


Web analytics is the process of analyzing the behavior of visitors to a website. It also enables the business to attract more visitors. There are two categories of web analytics.

Off-site web analytics

On-site web analytics


Sales Funnels:


Sale funnel is a very important part of any business because the ultimate goal of any business to use using digital marketing is to drive sales; to make a profit, to sell their product or services. To create sales funnel you have to know a comprehensive digital marketing approach. You need to know all the verticals of digital marketing to create a profitable and successful sales funnel. An ideal sequence of events someone goes through to go from traffic to repeat customers is the whole essence of sales funnel. It’s a system that adds and removes barriers for someone to become a customer or repeat customer when it’s appropriate. The funnel has four important steps; awareness, interest, decision, and action. Consider yourself as a customer and think through a journey of a customer to buy a product. So, first of all, you need to make the customer aware of the product. The more expensive the product, the long and complicated the sales funnel will be. Because it’s harder to let someone pay.


Conversion Rate Optimization:


The conversion rate optimization helps you get more out of your funnel. In simple words, the CRO is the percentage of people going from one stage of the funnel to the next stage. For example landing page conversion, lead to customer conversion. The CRO can drastically affect the performance of your funnel because for the same expense you will be making more money from your funnel. The CRO is all about AB testing. The AB testing is when you test two different variations.




Sabiha Taj
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