Introduction

The term digital marketing refers to the use of digital

channels to market products and services in order to
reach consumers. This type of marketing involves
the use of websites, mobile devices, social media,
search engines, and other similar channels. Digital
marketing became popular with the advent of the
internet in the 1990s.
Digital marketing involves some of the same
principles as traditional marketing and is often
considered a new way for companies to approach
consumers and understand their behavior.
Companies often combine traditional and digital
marketing techniques in their strategy.

Objectives of Digital Marketing

1# Continuous Stream of New Leads
If you have your own website to sell products, you can rely on direct sales, however,
if you have an offline business, digital marketing can help you generate potential
customers online, and then bring it offline. It is important to have a steady stream of
potential customers so that your sales representatives have enough potential customers
to use.

Digital marketing can help you generate high-quality leads for a small fee, depending
on the media you use. You can also expect more visitors to visit your store.

2# Increase Sales
The primary goal of any marketing strategy is ultimately to increase sales, and internet
marketing is no exception. Fortunately, the internet offers many opportunities for all
businesses to improve their bottom line.
By combining search engine optimization or SEO with pay-per-click ads or PPC, your
business can increase the chances that potential customers will find you online, and
with strategies like content marketing and social media marketing you can position
yourself as an expert in your field, while it also takes care of your customers. The
main goal of any strategy is to increase sales, for more information on how internet
marketing can increase sales and generate income.

3# Brand Building
Building a brand on Internet marketing goals often involve brand building. That
means not only establishing your logo and company name in the minds of consumers,
but also what your company stands for. Customers are more likely to trust well-known
brands, especially if they are associated with positive associations.

The internet is a great tool to build that trust as it has a wide reach and allows you to
connect with people directly. It is especially useful in branding as it allows companies
to create and publish with a more personal feel.

In addition to organic posts on these websites, businesses can build brand awareness
by paying for ads and placements. This requires patience from the leaders of the
organization, as trust and loyalty develop over many months and sometimes years.
Focus on results.
4# Less Cost of Customer Acquisition
In most companies, the cost of acquiring new customers is often quite high.
Companies spend so much money to attract new customers because they think they
will become loyal followers. Even if we have first-class products, thousands of
product choices can hardly retain repeat customers.

Therefore, it is important to understand the cost of attracting new customers in order

to proceed in moderation without spending too much. One of the ideal ways to reduce
the cost of acquiring new customers is to use digital marketing. In this way, you can
reach a large target group faster than traditional marketing, and at a lower cost.

You can place paid ads on social media or search engines, targeting users in a specific
location at that location. The second option is the best, because it allows you to
perform promotions in the blink of an eye with just the click of a button. It can also
save a lot of recruitment, collection/newspaper advertising costs, logistics, etc., which
will reduce your recruitment costs.
5# Improved Qualified Traffic
All business owners want to increase the number of visitors to their website and
landing pages. However, these numbers are meaningless unless the traffic types are
correct and the right type of traffic. Not all visitors to your website will make a
purchase. This is the way of the internet and it has to be accepted.

However, if none of your website visitors make purchases (or contact you), it is likely
that you are attracting “unqualified” traffic or visitors who do not intend to become
customers. By targeting your marketing to specific people and aiming to attract
specific, qualified people, you can increase the ROI of your marketing efforts as well
as your bottom line.

Scope of Digital Marketing

If you are planning to understand the digital marketing industry
and the scope of digital marketing in India, you are on the right
blog. In this blog, I will cover topics of the digital marketing
industry, various job and business opportunities, the salary range
for the digital marketing industry, and more.

Our today’s generation is a digital generation. Before we

understand the scope of digital marketing in India 2022, let us
first understand this industry. Digital marketing is a marketing
strategy to promote products/services online. So in simple terms,
we can say that we are promoting our products to customers who
are using the internet. Many concepts of traditional marketing are
applicable to digital marketing.

In every era, marketing has evolved based on what the customer

is using. If you go back in history, you can see that at times when
customers used Radio, it gave birth to radio advertising and
marketing. Next, we got the boom of televisions, which is one of
the widely used devices globally, which allowed the companies to
reach a mass audience with TV ads. Even today TV advertising is
one of the most used advertising strategies for companies. Since
the boom of the Internet, more customers started using the
Internet, which gave birth to a new era of marketing originally
called Internet marketing, which is now called Digital Marketing.

To understand the scope of Digital Marketing in India, we must

understand its advantages and how it can sustain over a period of
time until we get a new generation of communication.

Digital marketing vs.

traditional marketing
 BASIS FOR TRADITIONAL
DIGITAL MARKETING
COMPARISON MARKETING

Meaning Traditional Marketing Digital Marketing implies the

refers to the marketing marketing of products and
that uses traditional services via digital
channels or media, for channels, such as the
the purpose of marketing internet, smartphone,
communication. display ads, and other
digital medium.

Nature Static Dynamic

Conversion Slow Comparatively fast

Engagement Low Comparatively high

Return on Cannot be measured Can be measured easily.

Investment easily.

Effectiveness Less effective more Less expensive more

and expensive effective
expensiveness

Tracking Not possible Possible

Targeting Standardized Customized

Tweaking Not possible once the ad Can be performed anytime,

is placed. even after the ad is placed.

Reach Local Global

 BASIS FOR TRADITIONAL
DIGITAL MARKETING
COMPARISON MARKETING

Results Delayed results Quick and real-time results

Interruptions Consumers cannot skip Allows the consumers to

the ads, as they are avoid or skip the ads which
bound to see them. do not interest them.

Communication One-way Communication Two-way Communication

Types of digital marketing tools

 1. HubSpot Marketing
Price: Free to $3,200/month for enterprises, depending on your plan

HubSpot has several tools to help you grow your business, no matter what
stage you're at.

Starting out, there are several tools available for free. You can set up web
forms, popup forms, and live chat software for lead capture. Then, you can
send email marketing campaigns, pipe all of your data into the free CRM, and
analyze site visitors' behavior.

When you expand into the paid tiers, things get really sophisticated with
advanced marketing automation.

From managing your content and social media to tracking emails and
connecting with your leads, HubSpot is an all-in-one solution -- although it
works well with other point solutions you may use (Typeform, HotJar, etc.).

Ultimately, the tool allows you to:

 Grow your traffic, convert leads, and prove ROI for your inbound marketing
campaigns.

 Shorten deal cycles and increase close rates with the provided sales tools.

Image Source

For a quick recommendation on five free digital marketing tools you can use
together, check out our video compilation.

2. Ahrefs
Price: Tiered pricing, ranging from $99 to $399

Ahrefs is a comprehensive SEO tool to help you punch up your website traffic.
They have data for around 150 million keywords in the U.S., and even more
for 150 other countries.
Ahrefs is great for competitive analysis, allowing you to check out who is
linking to your competitors, what their top pages are, and more. You can see
where their content ranks and, using the Content Gap tool, identify key
weaknesses for your content areas.

The Top Pages tool lets you see which pages get the most traffic, and you
can see the amount of traffic going to competitors' sites.

Ahrefs is one of my favorite SEO tools. It constantly impresses me with

features I use daily, and I learn about new features all the time. It's easily the
most robust product in this space.

Image Source
3. All in One SEO
Price: Starts free, paid plans start at $49.50/year

All in One SEO (AIOSEO) is a top-rated plugin for WordPress websites, with
over 2 million installations. The tool includes a variety of features designed to
help you optimize your site and your content for search engines.

This tool provides an actionable checklist that helps you focus on fixing errors
and making common adjustments to maximize click-through rates.
Additionally, with AIOSEO, you can complete a whole-site audit, optimize
pages for WooCommerce, and even improve your local SEO.

4. Proof
Price: Tiered pricing based on the volume of your website traffic, starting at
$24/month

Proof connects to your CRM or website and uses social proof to boost
conversions on your site. They implement social proof messaging (i.e. "25
people are viewing this post right now"), reviews, and videos geared towards
targeted customers once they visit your site.
The popular Live Visitor Count and Hot Streak notification features boost
customers' perception of your brand, and lets prospects get a look at how
other people respond to your product. Additionally, it's super easy to install --
you just copy and paste their pixels into your site.

You can identify your visitors and examine their journey throughout your site,
which can help optimize your site design for higher conversions. It integrates
with an impressive amount of other software systems and is optimized for
mobile.

Image Source
5. Survey Anyplace
Price: Free trial available | Pricing starts from $33 per month

If you’re looking for a powerful lead generation tool, Survey Anyplace is a

software your marketing team should consider. 

With their ReportR pack, respondents can walk away with a personalized PDF
report based on their answers immediately after completion. They also
integrate smoothly with your existing marketing stack either via webhooks,
Zapier or Integromat. So you can easily transport leads through to your CRM
or email marketing tool and start building nurturing campaigns.
 Image Source
6. Yoast
Price: The Yoast plugin for WordPress is free, but the paid premium plans
range based off the number of sites you need monitored

Yoast is a very popular plugin that works with both Gutenberg and the Classic
editor in WordPress. Yoast is an excellent tool to help you optimize your
content for search engines.

Yoast helps you choose cornerstone content, focus keywords to help you
rank, individual content URLs, and internal links for an additional boost. The
plugin also evaluates your page readability and gives it a Flesch Reading
Ease score.

It's updated to reflect Google's algorithm every two weeks, so you can always
stay up-to-date on your SEO.
Limitation of digital marketing
1. Negative Feedback and Review:
In online digital marketing, any negative feedback, review, or criticism about your brand can
be visible throughout review websites and social media platforms.

If your customer had a bad experience with your business and may decide to give a
negative review about your business, it can create a bad image of your business brand.
Single negative feedback, comment, and review can decimate the reputations of your
business brand.

2. Global Competition:
As with the help of online digital marketing you can reach your audience globally, you also
come in against global competition.

It means that you are going against a large number of competitors who are also targeting
the same audience.

In fact, global reaching to the audience comes up with the global competition also.

It can be a big challenge for the business to come up against a large number of competitors
and grab the attention of the customers.

3. Different skills and Training:

For online digital marketing, you need proper skills and training in online digital marketing
tools and strategies.

You have to make sure that your employees and staff have the right knowledge and
experience to carry out online digital marketing with success.

Online digital marketing requires plenty of skills and knowledge about different aspects of
digital marketing to be successful.

Many businesses and companies consult digital marketing companies to help them in their
online marketing strategies.

Because online digital marketing comes up with a lot of different strategies, tools, and
competitions.

It’s not an easy task, it requires a lot of computer and social media knowledge and
managing skills.
Web Development, SEO (Search engine Optimization), Photography, Video Editing, good
writing skills, and many more are required for effective online digital marketing.

Also, the marketer should handle many social media platforms, such as LinkedIn, Twitter,
Facebook, and Pinterest to properly promote your business products and services.

4. Reliance on technology:
Online digital marketing is completely based on modern technological devices, gadgets,
and internet technology.

Without the usage of technology and the internet, you cannot do online digital marketing.

Internet is not available, website downtime, slow page loading speed, and rough site design
can be the reasons for the ineffectiveness of marketing.

This can lead your customers to switch to other brands,

Therefore, to avoid this, you have to test your website and all the component of online
digital marketing.

5. Time Consuming:
One of the biggest disadvantages of online digital marketing is its time-consuming nature.

Unorganized tactics and improper strategies might consume a lot of time.

This will eventually lead to negative outcomes, therefore before coming to online digital
marketing is to focus on the proper strategies and proper planning.

6. Security and Privacy Issues:

Security and privacy is the main requirement are the main requirements for the brands and
businesses executed by the digital marketer.

Customer data security and privacy are some of the major issues in online digital marketing.
That’s why customers feel hesitant to join new online and social media platforms.

That’s why it is very difficult for businesses and companies to attract customers to their
businesses.

7. Online Digital Marketing will not be taken Seriously:

If the online digital marketing campaigns are not done professionally then they will not be
taken seriously by their targeted audience.

Businesses, companies, and digital marketers should focus on bringing the online digital
campaign to the professional levels.

The first impression is the last, whether you are using traditional marketing or online digital
marketing.

If your campaign is not looking professional, then it will be not taken seriously by your
targeted customers.

Many businesses and companies do not focus on the professional level of the marketing
campaigns and they lost their customers.
Conclusion Of Digital Marketing
Conclusion of digital marketing: New technologies in
digital marketing has moved a great deal. The market
approach has also evolved with the rise of new
technology. Digital marketing has a number of
advancement and improvements in its strategy, so it is
important to know the conclusion of digital marketing.
Keep reading this article to know more about it. 

Customers and marketers need to learn about the pros

and cons of digital marketing to get the best out of it.
When you don’t learn the pros and cons of digital
marketing, you won’t reap the full benefits.
Research Methodology On Digital Marketing
1. Introduction
This research concentrates on collecting and thereby analyzing the collected data
systems to re solve problems that are selected by the researcher. In a way, this research
has got wider meanings. For some people reading books or surfing the internet for
information is research. As a matter of fact these activities are just some part of the
entire job. Basic research structures are related to the sense of collecting authentic and
original data and in the same way analyzing these data thoroughly as well methodically
to derive the result that lay underneath. Here, data does not necessary mean any
numerical. Words too are data. (Miles & Huberman, 2004)

Get Help With Your Essay

If you need assistance with writing your essay, our professional essay writing service is
here to help!

Essay Writing Service

The function of marketing research is to connect the target consumer to the seller or the
marketers. The modes of this connectivity are through information that is specifically
used for the purpose of to identifying and relevantly defining the aspects of marketing.
Elements of generating refined modes of marketing action; dealings with opportunities
and problems, monitoring the recent and past marketing performance; and above all
improving marketing as a process are integral to it. Marketing research uses the sources
of information to address selective issues; like those of designs that helps in collection
information and thereby implements and manages entire data collection process. It
further analyses the results along with the communication for deriving the findings and
their ways of implication. (Yin, 2003)

The process of study adopted by this research illustrated here. Factors like, research
objective, research plan, methodology of research, compilation of data, assessment of
data and quality standards are focused in the entire process. The figure under the sketch
is the approach of the chapter and thereby has been depicted predominantly. (Allen,
2008)

2. Stages of Research
The four main stages followed in a research are:

Problem-it is the first stage that decides the topic. There are five steps in it. This are-
Topic selection, Problem Definition, Literature Review, Hypothesis Formation and
Methodology.

Data Collection-it is the second stage and decides the research methods followed by the
techniques for collecting information. It has got three steps: Definition of Sample,
Sampling and Data Collection.

Data Analysis- this is the third stage where the collected data are analysed, in order to
find a solution to the problem. It has got two steps: Organisation of Information and
Analysis of results.

Action- it is the final stage and is the stage where the derived result, information and
findings are utilized. It is inclusive of Report writing, Distributing Information and
accomplishing result into action.

3. Research Design
The research design adopted for this particular study has got systematic formulation.
The entire process comprises of research objective, methodology of research, research
plan, data compilation, data assessment and assessing quality standards.
“Research design is the plan, structure and strategy of investigation conceived so as to
obtain answer to research question and to control variance.” – BY KERLINGER

According to Yin (2003), research has got three distinct classes. These are –

Exploratory

Descriptive

Explanatory

The motive of the research is to make a selection among these three classes. The
selection will be done on the basis of the element of suitability for the study.

Exploratory research is used for comprehending the determined phenomenon initiated

by Wiedershim-Paul and Eriksson (2006). This type of research is appropriate for a
situation where significant traits or the apt associations are hard to derive.

The researcher keeps records and collected to describe means. It is the responsibility of
the researcher to keep records and maintain charts for the collected information
(Wiedersheim-Paul & Eriksson, 2006). Under this process, the researcher considers
descriptive research as apt for a state where problem is organized and emphasis is led
over the connections among the relevant source and associations, which is
comparatively low. It is here that the researcher selects levels, viewpoints, requisites,
factors, basics, and above all monitors records; categorizes, organizes and infers.
Researcher assesses the relevant sources and the links to keep the intake explanations.
For huge concentration over the connection of some selective aspects followed by the
result oriented phenomena are structured under exploratory research methodology
(Wiedersheim-Paul & Eriksson, 2006).

The basic objective of the research is to comprehend consumer buying behaviour as per
the new age marketing and to follow its impact over business performance.

4. Research Philosophy
According to Saunders et al (2003) Positivism, realism and interpretivism are the three
specific elements that serve as the elemental courses for research methodology. For the
development of knowledge, the considered research philosophy is actually the result of
individual’s thought process. For Saunders et al (2003) positivistic view point is identified
by the act of citing theoretical stand by the natural scientist. The output of positivistic
research gets validated by means of rules and laws. It is actually an organized approach,
where the researchers share their independent thoughts in terms of the theme of the
research.

Activities related to realism and positivism is subject to share similar kinds of theoretical
trait; especially those like the outlook of the outer objective of nature in terms of social
structure. Realistic views follow the context of existence of reality and are independent
of human thoughts and relevant faith. This is maintained in an attempt to gain immunity
from the related social forces (Saunders et al., 2003).

Expansion of business world under the form of embedded complexities, followed by

subjective comprehensions of determined patterns turn up to be imperative. This also
explains the state of Interpretivism and thus is antonym to positivism. Interpretivism is
very significant in terms of having generalisability added by the modes of objective
reality. It is also subject to stress upon the act of comprehending intention, related
characteristics and identified objectives of the selected participants.

Saunders et al. (2003) declare that positivistic approach is more effective in deductive
method against Interpretivism. This particular research has considered a combination of
both positivism and realism. In the process, the collected information get analysed
under statistical investigation. The act of realistic approach gets identified by the
participation of social forces that influence unaware characteristics of people.

5. Research Approach
Deductive and Inductive Approach
For the research approach the researcher need to make a choice between deductive or
inductive methods. This selection can be done in the way to select research
methodology. Decision over deductive method can be comprehended after considering
the theory and the related hypothesis. As the hypothesis is constructed and later tested,
the formulation is called testing theory. On the other hand, as the theory gets created as
per systematic assessment over some assembled information, then the formulation is
called inductive method. This is also termed as building theory (Saunders et al., 2003).

As in this research, the researcher speculates over other literatures and then decides
over the theories, the formulation is identified as the inductive method of study. In the
process most apt and appropriate theories are selected to meet research purposes.
Research model is thereby developed from theory further gets utilized in the process of
determining solutions to the research problem.
 Bibliography

https://dalyeilis.wixsite.com/mysite/single-post/2017/03/10/7-Unique-
characteristics-of-the-web-as-a-marketing-medium
https://prezi.com/lj9cbkna-pct/the-unique-characteristics-of-the-
web-as-a-marketing-medium/
https://study.com/academy/lesson/comparing-traditional-marketing-
to-digital-marketing-advertising.html
https://digitalmarketinginstitute.com/blog/5-steps-powerful-digital-
marketing-strategy
https://www.shoutmeloud.com/advantages-and-disadvantages-of-full-
time-blogging.html
https://www.techwalla.com/articles/the-disadvantages-and-
advantages-of-interactive-media