My first few days in Digital Marketing world

Marketing is defined as the study and management of exchange relationships. It is also defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Digital Marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the internet, but also including mobile phones, display advertising, and any other digital medium.

According to my understanding of this world, the term 'Marketing' can be defined as an activity undertaken to create a 'Mark' for the product or brand. On a similar note, Digital marketing can be defined as an activity undertaken to reach out to potential customers and clients to create a 'Mark' by using various digital platforms (mainly internet but includes device, ) as a medium. Marketing in general is an activity which is the initiating step in the Customer Journey towards the final purchase of the product, the first touch point in the Marketing Funnel*. This touch point can be word-of-mouth awareness, banner ads on buses, billboards, TV advertisements, social media posts, exhibitions, displays etc.

There are various ways that can be used to reach out to the customer on the internet, some commonly used techniques in digital marketing to reach out to the potential customer are:

• Email Marketing
• Search Engine Marketing, SEM - Paid Search
• Search Engine optimization, SEO - Organic Search
• Social Media Marketing
• Affiliate Marketing
• Website Content
• Website Analytics
• Mobile Messaging

Of all the techniques listed above, the common feature that helps them quantify is Metrics.

Metrics defined as 'a system or standard of measurement', just as

Distance is measured in Kilometers, Miles etc..

Time is measured in Hours, Minutes, Seconds, etc..

In a similar way, Metrics help measure the Digital Marketing techniques. Some commonly measured metrics are:

Conversion Rate - Orders/Clicks

Open Rate - Opens/Delivered Emails

CTR (Click Thru Rate) - Clicks/Opened

CPR (Clicks per Recipient) - Clicks/Delivered Emails

Unsubscribe Rate - Unsubscribers/Delivered Emails

More to come in my next post.