10 Essential Digital Marketing Concepts You Must Know

10 Essential Digital Marketing Concepts You Must Know!

Digital marketing is vast, and if you miss out on the basic terminologies, then you are missing out on a lot. Whether you are doing a business or you are looking forward to beginning your journey in the digital marketing field, you must know the essential concepts in each vital area of this world. 

Digital marketing is something that covers several topics - SEO, SMM, and many more, so, it is crucial for you to know the essential concepts. With further ado, let’s look at them -

01. Digital marketing strategy:

The plan or strategy to achieve a business goal in the online world is called a digital marketing strategy. This plan includes carefully selected online marketing channels such as paid, earned, and owned media. From advertising to other channels, everything comes under the digital marketing strategy. 

Digital marketing strategy

So, what is owned media, earned media, and paid media. 

  • Owned media -
    These are the digital possessions of the company, such as social media profiles, website, blogs, images, and everything that is a digital asset and is under the control of the company.
  • Earned media -
    The exposure from people who recommend your products or services on other blogs, websites, groups, or through PRs.
  • Paid media -
    Any exposure that is gained by paying an amount comes underpaid media.

What does a digital marketing strategy include?

  • A comprehensive buyers persona. 
  • A specified goal with measurables. 
  • Tools required. 
  • Evaluating existing digital channels and assets. 
  • An audit of all the media - paid, earned, and owned. 
  • Audit and plan media campaigns. 
  • A proper and consolidated list of all the content. 

Without a proper digital marketing strategy, things will fall apart. 

02. Digital marketing tactics:

Tactics, or the actions you are going to take to reach your goal using the created digital marketing strategy, is called digital marketing tactics. To simplify, these are the specific steps that you need to commence to get to your set digital marketing goal. 

Here are some of the digital marketing tactics that you can follow -

  • Social media marketing
  • Search engine optimization
  • Content marketing
  • Email marketing
  • Pay-per-click 
  • Affiliate marketing
  • Sponsored marketing 

03. Digital marketing analytics:

Taking the consumer behaviour and converting into an actionable digital marketing step, is what digital marketing analytics is all about. Through digital marketing analytics, you can generate a more successful new campaign. 

Digital marketing analytics

To sum it all, the analytics helps to examine the online channels their buyers might interact with and use that for the businesses’ advantage. 

04. Digital marketing metrics:

The statistics that you can use to determine the success of certain digital marketing activities, for instance, marketing campaigns. Without the metrics, you won’t know whether a certain thing or campaign is going successful or not. For example, for your campaign, you must look at the following metrics -

  • Overall traffic
  • Channel-specific traffic
  • Total conversions
  • Bounce rate
  • New vs returning visitors
  • Queries 
  • Pageviews
  • Page likes/follow

05. Inbound marketing strategies:

It is the way to attract customers to your business, and this is done by creating content that is targeted to them, or a content that they can relate to, or provides them with a solution. And, the strategy that lets you execute and win the marketing is called inbound strategy. 

For the inbound marketing strategies, you must get well-acquainted with the ways - Attract, Engage, Delight your visitors. 

  • Attract strategy -
    A brand/business has to create valuable content such as blogs, images, and social media campaigns to attract your customer.
  • Engage strategy -
    Now it is time to engage your clients/potential customers. You need to post content, gain leads, and build long-term relationships with them.
  • Delight strategy -
    This is where you have to make sure your visitors are delighted and buy. This is even after the purchase has been completed.


Inbound marketing strategies

06. Search Engine Optimization:

SEO is a rapidly growing specialized field. It is what affects the search engine results and also gives a customized experience to the searcher.
Search Engine Optimization

A major part of SEO now is simply having an SEO-optimized content that solves the potential customer’s searched query. SEO can be divided into basically -

  • On-page SEO
  • Off-page SEO
  • The number of external links taking the customer to your website. 
  • Technical SEO - Page coding, image compression, CSS file optimization, and structured data.

07. Content marketing:

Content marketing is a strategic marketing approach that is focused on - 

Creating and distributing valuable, relevant, engaging content to engage and retain a defined set of audience. 

The result of content marketing is to drive sales or profits. Content marketing is a means by which you can create brand awareness, generate leads, traffic, and attract customers. There are mostly the following content to focus on -

  • Blog posts - Blog content that can help boost organic traffic through a solution-oriented approach. 
  • Infographics - A content in a graphic form to solve the issues short and sweet. 
  • Social media content - A content that is used to engage the audience, and sometimes even asks them to engage in an activity.
  • Ad copies - It is a very specific type of content that is produced to get the reader to do an actionable step or action. It is used to generate leads and even sales.

08. Social media marketing:

All the social media channels that your business is using, whether it is Instagram, Twitter, Pinterest, LinkedIn, Facebook or anything, social media marketing is a way that you can utilise these platforms to generate leads, increase traffic, and raise brand awareness.

Social media marketing 

How to do social media marketing?

  • Define a significant social media marketing goal. It can be anything, like generate more leads and sales, grow your brand’s audience, increase community engagement, increase web traffic, or make a brand name. 
  • Research about your target audience.
  • Establish important metrics.
  • Analyze your brand’s competitors.
  • Create and curate engaging content - posts, activities, contests, story!
  • Analyze and evaluate metrics and take action accordingly. 

09. Pay-Per-Click:

Pay-per-click is an internet advertising model. This advertising model is used to drive traffic to websites and the advertiser pays the publisher only when the ad is clicked. It is the best way to reach a broader audience and also to be on the top of others in the search engine page. 

10. Email marketing:

If you wish to communicate with a larger audience, then email marketing should also be your focus. You can launch campaigns, new products, and even market about your brand/business through email marketing. 

It can be used for -

  • Promoting content
  • Promotions
  • Events
  • Invite people to your website

You can send emails like newsletter subscription, follow-up emails, welcoming emails, and many more. 

These were some of the basic digital marketing concepts that you must know if you are starting your business, or are a new bee in the world of digital marketing. 

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