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International Journal of Trend in Scientific Research and Development (IJTSRD)

International Open Access Journal | www.ijtsrd.com

ISSN No: 2456 - 6470 | Conference Issue – ICDEBI-2018


ICDEBI
INTERNATIONAL CONCONFERENCE
FERENCE ON DIGITAL ECONOMY AND
ITS
TS IMPACT ON BUSINESS AND INDUSTRY
Organised By: V. P. Institute of Management Studies & Research, Sangli

A Critical Study oon Digital Marketing with Reference


erence to
Different Components of Digital Marketing
Mrs. V. S. Jadhav1, Dr. R. M. Yallatti2
1
ssistant Professor, 2Associate Professor
Assistant
VPIMSR, Sangli
Sangli, Maharashtra, India
Affiliated to Shivaji University, Kolhapur
Kolhapur, Maharashtra, India

ABSTRACT
Digital Marketing is a part of marketing which uses Components of Digital Marketing
digital channels. Some examples of Digital channels Following are the components of digital marketing
includes advertise on website, YouTube, Face book 1. Content marketing
and sponsorship on YouTube. Content marketing, 2. Social Media marketing
Social Media marketing, E-mail
mail Marketing, Search 3. E-mail Marketing
Engine optimization (SEO), Search Engine marketing 4. Search Engine optimization(SEO)
(SEM) and Web Analytics are components of digital 5. Search Engine marketing(SEM)
marketing. According to a survey by Internet and 6. Web Analytics
Mobile Association of India (IAMAI), India will have
around 500 million internet users by June 2018.So 1. Content Marketing:
result of this digital marketing shows growth in The key to growing a business online is Content
Digital Marketing in India. marketing. It is concerned with traffic of users, lead
and sale. It rotes around creation, publications and
KEYWORD: Digital Marketing, E--mail, Search promotions of products [2]. The Content Marketing
Engine optimization, Search Engine marketing Institute, an online resource for information defines
content marketing as “Content marketing is a strategic
INTRODUCTION marketing approach focused on creating and
Digital Marketing is a part of marketing which uses distributing valuable, relevant, and consistent content
digital channels. Some examples of Digital channels to attract and retain
tain a clearly defined audience — and,
includes advertise on website, YouTube, Face book ultimately, to drive profitable customer action”[3].
and sponsorship on YouTube. Whenever you use
digital channel for marketing then it is known as Content marketing first create awareness between
digital marketing. Now days, rates of internet service customers. Then customer will automatically do
providers go on decreasing their service rates rapidly, research. The research is to purchase high quality
the number of users go on increasing. So definitely product at low price.
rice. Customers start comparing same
the population for or digital marketing is more than product on different content marketing site or social
conventional marketing. Advantage of digital media by different vendors. Choose the best vendor.
[4]
marketing over conventional marketing is that you are
easily able to trace number of customers watching
your advertisement. You are also able to positive and 2. Social media marketing:
negative result off digital marking through analysis of Now a day’s social media is part and parcel of
data. So there is lot of scope for experiment. [1] everyone’s life. Now social media is also play role of
effective business platform. While selecting social

@ IJTSRD | Available Online @ www.ijtsrd.com | Conference Issue: ICDEBI-2018 | Oct 2018 Page: 231
International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470
2456 | IF: 4.101
media marketing, selecting proper platform is most can best reach your audience using your style of
important. Along with time, efforts and fun is also advertising.[10]
important. E. g if you are interested in cooking, fitness
and fashion then Instagram m and what’s up plays 6. Web Analytics
important role. To use social media as digital Web analytics is the measurement and analysis of data
marketing there is need to decide theme and study of to inform an understanding of customer’s behavior
competitors work style. From this decide content across web pages. It measure browsing activities of
police. It is not short term job. Its ongoing process, customers. E. ghow many customers visit particular
which needs research, continuess efforts.[6] site, how long they stay, how many pages they visit,
vi
which pages they visit repetitively. Businesses use it
3. E-mail Marketing to measure and site performance and purchase
Email marketing is said to be one of the strongest conversion rate.[11]
digital marketing media. Steps involved in this type of
marketing are create email list. Manage email follow Future of digital marketing
up. Compile analytics and use them. Justin Bryant in According to a survey by Internet and Mobile
his video Email
mail Marketing Tips and Tricks for Association of India (IAMAI), India will have around
Beginners 2016 discusses some tips for digital 500 million internet users by June 2018. This will
marketing using email, these are as follows. create a fascinating business opportunity to sell
services and products to a growing population of tech-
tech
Use the right email service. Make it easy to subscribe. savvy internet users.[12]Because of this ,digital
Define your audience. Always have a welcome Email. marketing can be used to target a large number of
Encourage subscriberr to fallow you on social media. customers.
omers. It is very cost effective. It provides instant
Make sure that people will able to easily unsubscribe. data analytics of your marketing. There is scope of
Use short punchy subject lines. Segment your list. [7] change as per result of data analytics. With these
advantages there is very bright future for digital
4. Search Engine optimization(SEO) marketing in India.
A search engine is a software system that is designed
to search for information on the World Wide Web. Conclusion:
Google, Bing, Yahoo and AOL are major search As population of internet users go on increasing, the
engines used by number of customers. A customer users who use social media, YouTube, email, online
enters phrases into a search engine to search and shopping etc. are huge. Because of this digital
receives a list of Web content which includes marketing is growing industry in India. The facilities
websites, images, videos or other online data. Search like data analytics provide instant result of advertising
Engine Optimization is marketing your site on the on digital media. It will help to improve the
Internet’s most popular Search Engines. The primary performance of marketing.
goal of SEO is to improve traffic to your website from
searches on the internet for phrases that are related to References
your target. A good site has content that is carefully 1. https://www.youtube.com/watch?v=zdi5hEDNmz
created, with relevant content, well-structured
structured and Y&list=PLd9tDukllEepYrfX
easily read and indexed by search engines. [8] zy6NLbLRmHdPsukE&index=1

5. Search Engine marketing (SEM) 2. https://www.youtube.com/watch?v=2QX8eSSWU


Search engine marketing ing (SEM) services help es
businesses acquire targeted website traffic, build 3. https://contentmarketinginstitute.com/what-is-
https://contentmarketinginstitute.com/what
relationships and drive conversions. [9] It is the content-marketing/
practice of marketing through paid advertisements
4. https://www.forbes.com/sites/joshsteimle/2014/09
that appear on relevant search engine results pages
/19/what-is-content- marketing/#6c06582c10b9
and websites. These advertisee can have different
formats and are paid for through a bidding process. 5. https://www.youtube.com/watch?v=oHgLwnWP4
You can even choose which search engines to use and 2c
where/when you want your ads displayed so that you 6. https://www.youtube.com/watch?v=oHgLwnWP4
2c

@ IJTSRD | Available Online @ www.ijtsrd.com | Conference Issue: ICDEBI-2018 | Oct 2018 Page: 232
International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470
2456 | IF: 4.101
7. https://www.youtube.com/watch?v=2zJGOYhBm
w.youtube.com/watch?v=2zJGOYhBm 10. https://www.mediabistro.com/climb-the-
https://www.mediabistro.com/climb
_k ladder/skills-expertise/increase
expertise/increase-your- brand-
8. https://shopplugin.net/docs/the-catalog/search
catalog/search- profile-with-search-engine
engine-marketing-sem/
engine-optimization/ 11. https://www.optimizely.com/optimization-
https://www.optimizely.com/optimization
glossary/web-analytics/
9. https://www.bluecompass.com/services/digital
https://www.bluecompass.com/services/digital-
marketing 12. https://staenz.com/reasons-future-digital-
marketing-india-bright/

@ IJTSRD | Available Online @ www.ijtsrd.com | Conference Issue: ICDEBI-2018 | Oct 2018 Page: 233