September 2023

Introduction to Digital Marketing: A Comprehensive Guide Welcome back to our digital space! Today, we’re going to embark on an exciting journey through the world of digital marketing. This course is designed to answer all your burning questions and provide a solid foundation for your online marketing journey. So, let’s dive right in! What is this course about? This course, titled “Fundamentals of Digital Marketing,” aims to introduce you to the foundational concepts of digital marketing and performance marketing. As of October 2022, this course encompasses everything you might encounter in the digital marketing or performance marketing landscape. While it won’t delve into every concept in detail, it will provide a quick snapshot of the entire industry. Who is this course for? This course is perfect for absolute beginners just starting their journey in online marketing. It serves as the first step towards diving deep into the digital marketing industry. Whether you’re looking to build a career in digital marketing or grow your business, this course is equally beneficial. In today’s crowded digital space, it’s challenging to understand the basics amidst all the noise. This course takes a step back to provide a holistic view of the entire digital marketing industry before you specialize in a particular area. It’s also helpful for interview preparation as we’ll discuss all fundamental concepts. What can you expect from this course? By the end of this course, you’ll be familiar with all the concepts of digital marketing as of October 2022. You’ll be ready to deep dive into a specific expertise within digital marketing. Please note that while this is a fundamental course and won’t cover any module (like PPC, SEO, etc.) in detail, it will give you an overview of all modules available in digital marketing at present. What’s next after this course? After completing this course, you can choose to become an expert in one of the modules of digital marketing or performance marketing. Even if you’re involved in PR or digital sales, this foundational knowledge is beneficial. Course Structure This course comprises 14 modules, each designed to make learning fun and easy. It’s equivalent to a diploma, if not better. We’ve gone through many diploma curriculums currently available and ensured that this course covers everything they do and more. We’ll also provide real-life professional examples that many diplomas fail to address because they’re not industry-specific. There will be quizzes throughout the course (details will be provided at the appropriate time), and we’ll share some essential resources that you’ll find useful throughout your digital marketing journey. Understanding the Digital Marketing Landscape Welcome back! In this section, we’ll delve deeper into the world of digital marketing. Whether you’re looking to grow your online business or simply want to understand the digital landscape better, this course is for you. Let’s get started! The Marketing Funnel Before we jump into Online marketing, it’s crucial to understand the concept of a marketing funnel. This is a common term you’ll hear within marketing and digital marketing circles. The funnel represents the customer’s journey from awareness to purchase. The funnel starts with awareness, where companies aim to inform people about their products. For example, Uber launching in Egypt might use YouTube ads to announce their arrival. Next comes interest. Customers who know about your company and are interested in your product fall into this category. For example, if you’re aware of Renault and want to know about their new car launches, you’re in their interest bucket. Concentration is when customers consider your product or service. For example, if you’re thinking about going on a desert safari and see ads for it on review websites, that’s concentration. Intent is an extension of concentration. It’s when customers have a lot of concentration but don’t make it to the final list. The aim here is to develop people’s intent towards your brand more. Finally, the purchase is when customers complete the transaction. Digital Marketing Channels Online marketing channels are any channels based on the internet. Examples include social media websites, emails, and even digital billboards (known as digital out-of-home advertising). These contrast with offline advertising channels like TV, radio, newspapers, and outdoor billboards. The Ideal Digital Marketing Setup An ideal Online marketing setup involves a combination of traditional marketers (often seen in suits) and digital marketers (the nerds). This setup ensures a balance between traditional marketing strategies and the data-driven approach of digital marketing. The Shift from Offline to Online Advertising The digital marketing landscape has seen a significant shift from offline to online advertising. But why did this drift occur? Let’s delve into the reasons behind this transition. Why the Drift? According to Statista, an estimated $566 billion US dollars will be spent on online advertising alone. This shift is primarily due to the focus on Return on Ad Spend (ROAS). Companies can now understand in real-time how much profit their Online marketing or online advertising investments are generating. This real-time, incremental value was not possible with offline advertising. Benefits of Digital Marketing Over Offline Advertising 1. Optimization With digital marketing, campaigns can be optimized in real time. For example, if a campaign isn’t performing well, changes can be made and the impact of those changes can be seen within hours. This level of optimization isn’t possible with offline advertising. 2. Investment Digital marketing is feasible for small businesses as it doesn’t require huge investments like TV, radio, or newspaper advertising. 3. Measurement Digital marketing allows for precise measurement of campaign performance. You can track how many people saw your ad, clicked on it, and even made a purchase. 4. Customization Online marketing campaigns are highly customizable. For example, a food delivery app can show breakfast menu ads from 8 to 12, lunch menu ads from 12 to 2, and dinner menu ads in the evening. 5. Targeting With Online marketing, you can target specific demographics or regions. For example, if a food delivery app only delivers in certain cities within a country, it can target its ads to those specific cities. Common Objectives

Performance Marketing Fundamentals Welcome to the second module of our Performance Marketing Fundamentals course! In this module, we’ll familiarize you with the lingo commonly used in digital marketing. We’ll cover terms like Performance Marketing, Advertiser, Publisher, Ad Network, Agency, Tech platforms, KPIs, different buying models, and various types of advertisers you may come across in the digital marketing industry. What is Performance Marketing? Performance Marketing is a sub-strategy within digital marketing. It’s called “Performance” Marketing because we can directly relate the marketing efforts to the results achieved. These results could vary from views, impressions, clicks, leads, installs, etc. For example, if a company has an app and wants to increase its installs, a Performance Marketing initiative or professional can help run digital marketing campaigns to directly measure and create these results. Digital Marketing Lingo Let’s delve into some common terms used in the digital marketing industry: Advertiser: The entity that wants to advertise their product or service. Publisher: The platform where the advertisement is displayed. Ad Network: A company that connects advertisers to publishers. Agency: A company that manages advertising campaigns for advertisers. Tech Platforms: Platforms that provide technology for managing and optimizing advertising campaigns. KPIs (Key Performance Indicators): Metrics used to measure the success of an advertising campaign. Buying Models: The methods or strategies used to purchase advertising space. Structure of Marketing Teams Marketing teams in big companies are usually divided into offline and online (or digital) teams. The online team is further split into brand and performance teams. The brand team focuses on communications, PR, and company-wide messaging. The performance team focuses on achieving specific results like app installs or website traffic. Understanding the Digital Marketing Ecosystem In the digital marketing ecosystem, there are several key players and concepts that you need to understand. Let’s delve into them: Advertiser An advertiser is an entity that wants to advertise their product or service. They are the ones who pay for the advertising space to promote their offerings. Publisher A publisher is a platform where advertisements are displayed. This could be a website, a blog, or even an app like Candy Crush. Publishers create content that attracts users, and they monetize this content by displaying ads. Ad Network An ad network is a company that connects advertisers to publishers. They manage the distribution of ads across various publishers. Agency An agency is a company that manages advertising campaigns for advertisers. They handle the strategy, execution, and optimization of these campaigns. Tech Platforms Tech platforms provide technology for managing and optimizing advertising campaigns. They offer tools for tracking performance, automating tasks, and analyzing data. KPIs (Key Performance Indicators) KPIs are metrics used to measure the success of an advertising campaign. These could include views, impressions, clicks, leads, installs, etc. Buying Models Buying models refer to the methods or strategies used to purchase advertising space. This could be on a cost-per-click (CPC), cost-per-impression (CPM), or cost-per-action (CPA) basis. Different Types of Advertisers There are various types of advertisers in the digital marketing industry. Some advertisers aim to increase brand awareness, while others focus on driving website traffic or generating sales. Understanding Advertisers and Buying Models In the digital marketing ecosystem, there are several types of advertisers and buying models. Let’s delve into them: Types of Advertisers Business to Business (B2B): These are companies that sell their products or services to other companies. For example, a company that sells accounting software to other businesses is a B2B advertiser. Business to Customer (B2C): These are companies that sell their products or services directly to consumers. For example, Nestle sells its food products to consumers through retailers. Direct to Customer (D2C): These are companies that sell their products directly to consumers without going through a retailer. For example, Lenskart sells its eyeglasses directly on its website. Buying Models Cost Per Day (CPD): In this model, advertisers pay a fixed amount for each day their ad is displayed on a publisher’s site. Revenue Share: This model has recently become popular among e-commerce websites. In this model, advertisers share a percentage of the revenue generated from the ads with the publishers. Understanding User Journey and Key Metrics in Digital Marketing In digital marketing, understanding the user journey and key metrics is crucial. Let’s delve into these concepts: User Journey The user journey refers to the path a user takes from seeing an ad to taking the desired action. For example, a user might see an ad for a jacket on a website like BBC, click on the ad, get redirected to the advertiser’s website (like North Face), and then decide to purchase the jacket. Key Metrics Here are some key metrics used in digital marketing: Impressions: An impression is counted each time your ad is loaded on a webpage. Even if the ad is outside of the viewport (the visible area of the webpage), it still counts as an impression. Viewport: The viewport is the visible area of a webpage. As you scroll up or down, different parts of the webpage enter and exit the viewport. Viewable Impressions: Viewable impressions are counted when at least 50% of your ad appears in the viewport for at least one second. This gives you an idea of how many times your ad was actually seen by users. Reach: Reach refers to the number of unique users who saw your ad. For example, if one person sees your ad three times, that counts as three impressions but only one reach. Reach gives you an idea of how exposed your campaign was. Frequency: Frequency is the average number of times each person saw your ad. It’s calculated by dividing the total impressions by the reach. For example, if your campaign had 10 million impressions and a reach of 1 million, the frequency would be 10. Understanding Video Metrics in Digital Marketing In digital marketing, video ads have their own set of metrics. Let’s delve into these: Views A view is counted when a user watches a video ad for a certain

The Top 8 High-Demand Skills in Digital Marketing Hello there! In this post, we’re going to discuss the eight high-demand skills in digital marketing that are currently in demand and are likely to stay that way in the near future. This list is curated from my decade-long experience in the industry, conversations with colleagues, and interactions with clients. The Growing Demand for Digital Marketing Skills Digital marketing skills are very much in demand at the moment, and the industry is far from saturation. Every day, more companies realize the need to invest in digital marketing and join the industry. With this growing demand, digital marketing professionals are being paid well, primarily because they directly impact any client’s business they work with. The Modern Skill Set Before we delve into the eight key skills, let’s take a look at what a modern skill set looks like. As you can see in the image below, it’s a mix of strategic skills, technical skills, and creative skills. The ideal digital marketer should be at the intersection of these three areas. 1. Data Science Data science is usually associated with data interpretation and analytics. However, I’ve noticed a gap in the industry: many good data scientists don’t understand media and media metrics. For instance, I once worked with a data scientist who was excellent at his job but didn’t understand media metrics. This lack of understanding led to errors when presenting reports to clients. Therefore, there’s a need for data scientists who understand media or media specialists who understand data science. If you’re a media specialist looking to learn data science, Google’s GCP certification is a great place to start. 2. Basic Know-How of Important Tools With the boom in e-commerce and small companies investing in digital marketing, it’s essential to know how to use important tools like Canva. Many small companies don’t have a creative team or branding guidelines, so they rely on their digital marketers to create ads for them. 3. Marketing Automation and Data Handling The third skill on our list is marketing automation and data handling. With the boom in e-commerce and the proliferation of digital products and courses, it’s crucial to automate as many processes as possible. For instance, if you’re working with a client selling courses, setting up an automation system for them can streamline their marketing efforts. Moreover, with the increasing importance of first-party data, you need to know how to collect, store, and activate this data for your clients. One tool that’s going to be in demand in the near future is Customer Data Platforms (CDPs), such as Tealium. 4. Market and Competitor Intelligence and Analysis The fourth skill is market and competitor intelligence and analysis. At any given point, you need to know what’s happening in the market, what your competitors are doing, and how to stay ahead of them. Conducting a competitor audit can provide a wealth of information about what’s working for them and where you should start. 5. Knowledge of HTML and JavaScript The fifth skill is knowledge of HTML and JavaScript. This skill can be particularly useful when you’re working with ad tags, macros, or testing landing pages. For instance, I once worked on a client project where there was a discrepancy between the publisher’s report and the client’s report. Knowing HTML and JavaScript helped me identify the issue and resolve it. If you’re interested in learning these languages, W3Schools is a great resource. 6. Understanding the Digital Marketing Ecosystem The sixth skill is understanding the digital marketing ecosystem. In this ecosystem, there are three parties involved: the advertiser, the publisher, and the user. It’s crucial to understand how these parties interact with each other and how ads are served across different platforms. For example, if you run a video campaign on Facebook, can the ad show on TikTok? If you run a search campaign, can your search ads show on websites like Dubizzle? These are the kinds of questions you should be able to answer confidently. 7. Understanding the Fundamentals of Marketing The seventh skill is understanding the fundamentals of marketing. While digital marketing is heavily dependent on numbers and data analysis, it also relies on the basic principles of marketing. Your digital marketing strategy should be a mix of logic, analysis, and emotions that are crucial in any marketing campaign. Studying the basics and fundamentals of marketing can give you an edge and help you succeed in your career. 8. Openness to Learning The last skill on our list is openness to learning. The digital marketing industry is always evolving, with new technologies and trends emerging regularly. To stay relevant and successful in your digital marketing career, you need to stay ahead of these trends and be open to learning new technologies. In conclusion, these eight skills are crucial for anyone looking to excel in the field of digital marketing. From understanding data science to being open to learning, each skill plays a significant role in shaping a successful digital marketer. Read More: The Future of AI in Digital Marketing: Opportunities and Challenges  

Blog for Every Business Owner: Digital Marketing for Businesses Hello everyone, I’m Rajat Rastogi the Founder of Internet Gurukul the best Digital Marketing agency in Meerut.  My new goal is to shift from the agency model and focus on content creation. I aim to generate a plethora of quality content, connecting with people both offline and online. Empowering India’s Digital Marketers My goal is to help create many people in India who will earn at least 1 lakh per month. You don’t need to purchase any of my courses unless you’re earning that amount. In the future, I might offer courses because I need to earn money too. Scaling Your Skills Today, I’m going to discuss the next-level skills you need when you want to scale your business. This Blog is about digital marketing for businesses. As a business owner, you must understand what companies need in terms of digital marketing. Understanding Business Fundamentals If you want to excel in digital marketing, you must understand business fundamentals. Many business owners might think they don’t know the business. But what I’m going to share with you are basic MBA concepts. These concepts will open your mind from a business perspective. The Courage of Marketing Many people think that if they solve a problem, their product will go viral. But let’s take Uber as an example. Uber is solving a problem and doing a good job. But it took them 12-13 years to report a profit. As a business owner, can you afford such a long loss? Probably not. So, I believe that we should become good marketers. Only then can we sell our products effectively. You might be a good cook and make delicious food. But until it reaches the right audience, there’s no sense in making it. The Evolution of Marketing Marketing doesn’t happen on its own. Word of mouth exists, but it’s not as effective as we think. For instance, if you like my YouTube channel along with 10 others, will you recommend all of them to your friend? Will they watch all those channels? Probably not. So, word of mouth isn’t a guaranteed way to scale. Let’s talk about how marketing has evolved. This is crucial because understanding this evolution will help you grasp what marketing is and what we can do in marketing. The Production Concept Let’s start with the production concept of Henry Ford, the founder of Ford Motors. Cars used to be made by hand, which was time-consuming and expensive. Henry Ford introduced the assembly line, making the system so efficient that products started being made very quickly. This allowed him to achieve economies of scale. The Product Concept Next came the product concept. We started productizing our offerings and improving the quality of our products. The Selling Concept Then came the selling concept. I’ve seen this in my childhood. Many people used to sell by ringing a bell. However, this concept evolved because people understood that their reputation was getting tarnished due to aggressive selling tactics. The Marketing Concept We wanted our business to be sustainable and our customers to come back again and again. This led to the evolution of the marketing concept, which is what we’re studying today. A person wants to offer a product that he wants at the right time and the right place. If he wants it online, he can get it online. Today’s marketing is about a shop where there’s a line of different people, and the shopkeeper has different products for everyone. The Relationship Concept The relationship concept in marketing is a bit dicey. If your average ticket price is low and your efforts are increasing, then relationship marketing might not be the best approach. For example, if you’re selling flour for Rs. 10, what can you do for Rs. 10? You have to save at least Rs.1. If a meeting takes 2 hours, it will cost you some salary. Network Marketing Network marketing is another concept where you hire a friend who already has established relationships and can sell to their friends. However, this approach can be risky as it can potentially harm personal relationships if the product or service doesn’t meet expectations. The Importance of Ethics Ethics is subjective. What is right for one person might not be right for another. For example, if a farmer’s son earns 1 lakh per month, it’s a big achievement. But for someone who has grown up in a wealthy family, buying a big car or office might not be a big deal. The Power of Affiliate Marketing Affiliate marketing is a powerful tool in today’s business world. For example, I interviewed a company that was playing with affiliate marketing. They had multi-tiered the course and offered a 50% affiliate commission. The Limitations of Relationship Marketing I believe that relationship marketing can’t scale. It’s not wrong; it’s just not feasible for large-scale operations. Schools and colleges do relationship marketing because they have a limited number of students. Holistic Marketing: The Future of Marketing Holistic marketing is the concept of today. What is being taught in books is outdated. It’s from the 1970s and 1980s. Today, companies are playing a big game with employee discounts. An employee will buy a product for themselves, adding relevancy to the product. Employee Discounts Employee discounts are a big game. For instance, if my product costs Rs. 100 and my margin is Rs. 20, I can offer a discount to my employees and still make a profit. This also adds relevancy to the product. Network Marketing Network marketing involves leveraging existing relationships to sell products. For example, if you’re an Apple employee and get a 10% discount, your friends might be inclined to buy Apple products through you because of the discount. Digital Marketing Utilizing digital channels and technologies for advertising, promotion, and customer engagement. The Power of Social Responsibility Social responsibility is another important aspect of marketing today. Many companies claim to be carbon neutral, but does it impact us? Probably not.