Digital Marketing Tools: Digital marketing is not a new trend because online platforms have been available since a decade or more. However, the challenges faced by digital marketing keep on changing, and that’s why they pose newer and newer hurdles for marketing success. The online platform is ever blooming and newer ways of interaction, the so called UI/UX, keep cropping up.
The different UI/UX platforms come with a separate set of options and tools. While the users are fast to learn and use them, the marketing teams need to find out how the users are using the tools. The nature of their usage defines the strategy that may be followed for devising a more penetrating marketing strategy.
Evolution of digital marketing tools
Every new thing takes some time since its inception to grow. The same has been the case with digital marketing too. With the advent of the online platforms, there was no specific way to go ahead for digital marketing in the initial days. In fact, at the beginning, the social media were thought of to be only places of social interaction and fun, not for generating any kind of business. However, therefrom research on digital marketing initiated.
The management gurus found traces of business generation possibilities on online platforms, and then sat together to device strategies of going ahead. It was complicated as the IT guys also had to be taken into consideration. The IT team had to understand exactly how the user interface has to be prepared and presented. The marketing team had to further research on the effectiveness, and so on.
Since then, digital marketing has come a long way.
Today, the topic is something that has gained momentum and is being taught as a separate subject of expertise in the top B-schools of the world. With time, many new tools for digital marketing have evolved. A few of them have survived the test of time, and are mostly used today by digital marketing teams across the globe for effective business generation.
Top Digital Marketing Tools
Among the most widely used digital tools for marketing are content writing, social media marketing, online reputation management, display advertising, search engine optimization and pay per click. Some of these are more commonly used than the others, and it depends on the nature of the business.
A bit of research goes into choosing the most suitable tool for a webpage. For instance, in case of technical products, content writing is preferred whereas for fashion products as well as writing services, social media marketing provides better results. In case of high end products of beauty, cosmetics and similar ones, online brand reputation has to be managed well.
The choice of marketing tool depends on the way the customers behave. In case of technical products like a refrigerator, a fan or an AC, a user generally goes to a search engine like Google or Bing and types the keywords. In such a case, content writing is the most preferred option for digital marketing. Again, for a fashion product, a cosmetic or a blogging or CV writing service, people generally hunt over the social media for a suitable clue.
In such cases, social media marketing becomes more important than the other tools. The product or service rendered has to be coordinated with the tool that would be most suitable. Probably an expert firm with adequate experience in digital marketing can only help in achieving this.
Content Writing and SEO
These are the most common ways of digital marketing. In content writing, the right kind of keywords is to be used with suitable density in the text of a webpage. Based on the relevance and distribution of the keywords, a search engine will rank the webpage using its own AI. A higher SEO ranking will ensure higher number of webpage clicks and hence, a larger possibility of business generation. Definitely, the return on investment will also improve considerably and visibly for an investor.
Here, the challenge lies in identifying the keywords. A bunch of keywords may exist that have been used to search for a particular product, but the analytics for the same needs to be looked into. This will further reflect those keywords that have been used more often than the others.
The keyword density also plays a vital role. It has often been found that a search engine AI may downgrade a webpage because of less relevant keyword or too high density of the same. Thus, while preparing the content for a webpage, not only the keyword but the density needs to be checked well.
Online Reputation Management
This does not suit all websites and their products but only selected ones whose products or services require online reputation. There is fierce competition among the brands and demeaning a brand name by a competitor is very common since long. It has become such an epidemic that nobody even considers it unethical even if victimised. Rather, people try to revert either in a similar way or by using online reputation management tool.
In order to uplift the reputation online, positive contents in the form of videos, reels or write-ups have to be carefully prepared and floated so as to counter the negative publicity from the competitors. It is not easy and rather has to be done in a subtle and clever way, and that requires the expertise of a digital marketing firm.
Pay per click
This is again a very risky but effective tool on the digital platform. Often, we can see the embedded blue live links in a webpage or its content. These are basically shortcuts to reach the webpage without further manoeuvring. It is tough because too much of such hyperlinks can again degrade the SEO ranking of a webpage; hence these links have to be well distributed and cleverly placed.
At the same time, it is a very effective tool as it can provide a live update on the number of clicks that a website might have experienced over a certain period of time. The suitable digital marketing tool has to be judiciously chosen in order to increase the RoI.
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