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Introduction

Monarch Digital is a Field Guide aims to provide a high-level overview of the digital marketing world in a short, easy-to-understand package, with plenty of visuals and a robust glossary to answer your questions.

Monarch Digital provides you with a number of benefits like flexible course timings, 100% job support etc. Not only this, we train you in a manner that when you walk out you will become industry ready. We ensure your overall development as well. You can learn the A-Z of Digital Marketing at Monarch Digital.

What is Digital Marketing?

Digital marketing is the strategy and processes that connect advertisers with their audiences across digital channels. An advertisement itself is a piece of creative shared via digital inventory – the space a publisher makes available for advertisements on its platform. 

At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. While this term covers a wide range of marketing activities, all of which are not universally agreed upon.

Digital marketing is one of the most dynamic and rapidly growing industries in India & worldwide. Over the years, digital marketing has evolved and it has become an integral part in any business’ success.

In order to be on part with the varying trends and get the best out of this changing landscape, we have come up with our unique training modules which will make you a Digital Marketing expert

How does digital differ from traditional advertising?

Traditional refers to linear TV, print, radio, direct mail, and out-of-home (often known as billboard) advertising. A key differentiator of these medias is that the messaging is a one-way conversation. This defines traditional as “Outbound Marketing” in that it reaches out to consumers, but consumers do not communicate back.

Moreover, traditional’s targeting is much broader as it is defined by only an estimate of viewership. If an advertiser wanted to execute more granular targeting by coupling different demographic and behavioral attributes, they would be unable to, as publisher audiences are more loosely defined with traditional media.

The final major difference – which is often times used as a point of argument among the two sides, is traditional’s lack of measurement methods. If a potential customer views an ad on linear TV and later buys that product in-store – it is impossible for marketers to precisely connect the action back to the advertisement.

What marketers are able to do instead, is measure sales lift prior and post campaign. Another method is including a specific phone number or email address in advertisements whenever possible, so that conversions can be directly attributed.

Despite digital’s advantages, traditional media channels are still largely popular for consumers and the two can be seen interacting as media convergence becomes more prevalent. 

Paid Search

Paid search, or pay-per-click (PPC) advertising, typically refers to the “sponsored result” on the top or side of a search engine results page (SERP). You only pay when your ad is clicked. You can tailor your PPC ads to appear when specific search terms are entered, creating ads that are targeted to a particular audience.

PPC ads are flexible, visible, and most importantly, effective for many different types of organizations. They are also contextual advertisements—ads that appear when a person is searching for a particular keyword or term.

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Search Engine optimization

Simply put, search engine optimization (SEO) is the process of optimizing the content, technical set-up, and reach of your website so that your pages appear at the top of a search engine result for a specific set of keyword terms. Ultimately, the goal is to attract visitors to your website when they search for products, services, or information related to your business.

SEO can almost be viewed as a set of best practices for good digital marketing. It enforces the need for a well-constructed and easy-to-use website, valuable and engaging content, and the credibility for other websites and individuals to recommend you by linking to your site or mentioning it in social media posts.

Content Marketing

Have you heard the expression, “Content is king?” If not, you have now. Great content is the fuel that drives your digital marketing activities:

  • It is a key pillar of modern SEO
  • It helps you get noticed on social media
  • It gives you something of value to offer customers in emails and paid search ads

Creating clever content that is not promotional in nature, but instead educates and inspires, is tough but well worth the effort. Offering content that is relevant to your audience helps them see you as a valuable source of information. On top of that, resourceful content makes it less likely that they will tune you out.

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Social Media Marketing

People aren’t just watching cat videos and posting selfies on social media these days. Many rely on social networks to discover, research, and educate themselves about a brand before engaging with that organization. For marketers, it’s not enough to just post on your Facebook and Twitter accounts. You must also weave social elements into every aspect of your marketing and create more peer-to-peer sharing opportunities. The more your audience wants to engage with your content, the more likely it is that they will want to share it. This ultimately leads to them becoming a customer. And as an added bonus, they will hopefully influence their friends to become customers, too.

E-mail Marketing

Email has been around for more than two decades, and it’s not going anywhere anytime soon. It’s still the quickest and most direct way to reach customers with critical information. The reason is simple: Consumers are very attached to their emails. Just ask yourself how many times you have checked your email in the past hour…See what we mean?

But great marketers know that not just any email will do. Successful email campaigns must be engaging, relevant, informative, and entertaining. To succeed, your marketing emails should satisfy these five core attributes:

  • Trustworthy
  • Relevant
  • Conversational
  • Be coordinated across channels
  • Strategic 
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Mobile Marketing

People aren’t just watching cat videos and posting selfies on social media these days. Many rely on social networks to discover, research, and educate themselves about a brand before engaging with that organization. For marketers, it’s not enough to just post on your Facebook and Twitter accounts. You must also weave social elements into every aspect of your marketing and create more peer-to-peer sharing opportunities. The more your audience wants to engage with your content, the more likely it is that they will want to share it. This ultimately leads to them becoming a customer. And as an added bonus, they will hopefully influence their friends to become customers, too.

BECOME A CERTIFIED DIGITAL MARKETING EXPERT

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