The marketing of products or services using electronic or digital media and technologies, like the Internet, search engines, social media, smartphones, display advertising, etc. is called Digital Marketing. It aims at reaching customers by creating, accelerating and transmitting value from the manufacturing point to the end-user through digital technologies.

This process involves strong interaction between the user and the marketer.

With the growth of communication technologies and gadgets, the process of information searching and its application has come a long way. The tendency of seeking information digitally has transformed our wants, attitude, and lifestyle. Industries and businesses require constant and improved interaction with their users or customers. Hence, the need for digital marketing becomes inevitable.


Digital Marketing helps in the growth of businesses through the promotion of brands, generation of leads, conversion and boosting of ROI. Digital marketing is a multi-channel process and can provide optimum results if done through a combined practice of those. Let’s have a glimpse of the elements that constitute the digital marketing program:

Email marketing:

Both existing and prospective customers can be communicated over their emails, regarding several products or services offerings. The main purpose of email marketing is relationship building, enhancing repeat purchase, encouraging loyalty and creating brand awareness.

Mobile marketing:

Mobile marketing aims at reaching customers over their smartphones or tablet phones via SMS, email, social media platforms, website visits, applications, and gaming platforms, etc. The chief advantages of mobile marketing are:

  • Convenience to use
  • Mass reach
  • Quick response
  • Personalization
  • Location-based
  • Cost-effective 
Social media marketing:

It involves a marketing strategy of promoting the brand over social media platforms like Facebook, Instagram, Twitter, and LinkedIn, etc. Almost all social media platform provides free services and holds a large number of users. Social media promotion helps in reaching the mass users, generating leads and driving business within a short period. It is cost-effective too.

Content marketing:

The marketing strategy of creating and distributing valuable, relevant and consistent content to the target audiences to attract and drive sales is called Content marketing. The valuable information shared through content marketing can attract visitors/ prospects and transform them into customers.

Affiliate marketing:

It is a useful digital marketing strategy, where a particular brand or service can be promoted through affiliates by sharing a link, which leads to the business website or page. Here both the business and affiliates are benefited from each successful transaction done through the affiliate links.

Search Engine Optimization (SEO):

SEO is a digital marketing element, which aims at generating web traffics and leads by enhancing the brand’s search engine appearance or visibility result. It is the heart of digital marketing. It enhances the visibility of business web pages over their competitors.


Only enhancing the visitor traffic is not beneficial, unless the visitor’s behaviors and patterns are tracked, interpreted and understood. Data analysis helps in processing and understanding of customer behavior and needs more precisely and in a meaningful way. It makes possible for the marketer to position and promote their products or services successfully.


With a shift in technology and orientation towards marketing practices, more and more organizations are adopting digital marketing strategies. Both businesses and consumers are shifting their orientation and focus on online/ digital mediums. Its practical requirement is almost in every sector of this digital era. I have figured out some important areas, where Digital marketing is widely used. I have coined a name for it, i.e. P.R.A.C.T.I.C.A.L. Let’s have a look on them:


The chief function of any digital marketing campaign is to promote the business offers through several forms of digital media like Radio, TV, Smartphones, Social media platforms, etc.


Digital marketing help reaching a huge number of potential customers in a quick time. Now a day, the average time spent on social media is 2hrs a day. Nearly 22% of the total world populations are using Facebook.


Right data at the right time is very much important from a marketing point of view. Digital marketing is not only about advertising, branding, and campaigning, it also involves tracking, analyzing and processing of data collected. Digital marketing analytics helps us in understanding the marketing efforts and insights and apply them in productive ways.


Conversion marketing means increasing the number of paying customers from visiting customers on business websites. Content marketing, mobile responsive pages, social media presence, blogs, chatbots, calls to action buttons, etc. are some important digital marketing tools that can help in increasing the conversion rate.


With the help of digital marketing, we can target different audiences from different areas, demographics, needs, and specifications.


Digital marketing involves high-level interaction with customers. There are more customer engagements with brands. In contrast, traditional marketing is dissociated and nonreciprocal. There is less chance of customer involvement and interaction too.


Marketing, branding, and advertising costs are a big problem for many businesses. But digital marketing provides a solution to this. Because of its low-cost availability, flexibility, and impact, digital marketing is getting more popularity. A small business can avail of email marketing, social media marketing, SMS marketing, etc. by spending only a few bucks.


Marketing automation is very much important to marketers and businesses. It enhances productivity, customer relationship management (CRM), social media integration and management, market research and analytics, etc. due to systematized and automated workflows by various digital marketing tools.

Local marketing:

Small businesses depend on local marketing and target local customers. Digital marketing helps local marketing activities by listing the business in local directories, SMS marketing, social media advertising, blogs, and forums, etc.


EMAIL: [email protected]



Faculty in Management GHITM, PURI, ODISHA


  1. Thanks for another excellent article. Where else could anyone get that type of info in such an ideal way of writing? I’ve a presentation next week, and I am on the look for such info.

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