What is Digital Marketing: Concept, Process, Types, Applications, Advantages, Limitations.

Dheeraj Patidar

Digital Marketing typically refers to marketing campaigns & ads that appear on all IOT devices (like computer, phone, tablet, or other device).

Digital Marketing can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail.

Well, Before going to do digital marketing first of all we have know what is Digital Marketing?

Digital marketing Play very Important role to promote & enhance the productivity of new launched goods and services.

Digital marketing is a very advance and large topic, so we have to understand it step by step.

What is Digital Marketing?

Digital Marketing is the online marketing of products & service through various digital mediums. In order to do digital marketing we use various digital mediums such as Social Media (like Facebook, Twitter, Instagram, Pinterest, etc.), Seo, Email, & Mobile App.

Basically digital marketing is the type of marketing that involves all IOT (Internet of Things) devices.

Digital marketing is also called online marketing, is used to promote any brand or business to connect with the potential customers using the internet and the other modes of digital communication like social media platform and websites.

Digital marketing is a broad field, including attracting customers via email, content marketing, search platforms, social media, and more.

In Simple word, we can say that digital marketing is the marketing through online mediums to get potential or maximum number of Customers for products and services. It also help to make brand name popular and to make people awareness.

Why Digital Marketing?

Digital marketing is the simplest & effective way of promoting new products & services so that it is the most suitable medium of marketing. As well, digital marketing is easy as compared to traditional marketing where the Company have to print Physical Posters and banners.

Dheeraj Patidar

According to me if you wanna do marketing of you business then Digital Marketing is best for you because most of the potential public spend maximum time over the internet where you can promote your products & Services easily.

The Digital Marketing is more powerful and effective then the traditional marketing. Here we can track the performance of advertisements, and marketing campaigns easily.

There are following key points which make digital marketing more powerful:

  • Easy to use & learn
  • Advance tracking features
  • Compatible with new generation
  • It targets all IOT Devices and Digital mediums.
  • More Secure as compare to traditional marketing.
  • Cost effective
  • Flexibility
  • Analytics & optimisation
  • Effective Targeting
  • More productivity with less efforts
  • It can also be implemented globally easily
  • More attractive than traditional marketing

What is Digital Marketing Process

There are total 5 steps or stages of any kind of Digital Marketing Process:
  • Research
  • Create
  • Promote
  • Analyse
  • Optimize
Dheeraj Patidar

All 5 Steps of Digital Marketing in Detail:


This stage of Digital Marketing includes all the activities of collecting information,will be required for decision making in the next stages. The Information Collected during this stage will become the raw material to create the digital marketing campaign.

This stage can also be called Digital Marketing Research.

At this stage, we will have to search 4 sets of information:
  1. About Product, Service, and Brand
  2. About your Target Customer
  3. About The Product that you want to Promote or Market
  4. About Online Market Competition

Each of the set of information is equality Important & Unique. We will require multiple Source to collect these set of information.


In this stage of Digital Marketing, After Collecting the information about all Important points mentioned in research Stage, we have to create various Marketing plans and strategies, are as follows:

1. Digital Marketing Objectives / Goals:

Every Digital Marketing Plan have an ultimate goal which can only be achieve by doing some Digital Steps.

Every Business is unique so the goal will also be unique. There is no digital marketing strategy without goal because we do all the activities in our life for ultimate goal.

2. Digital Marketing Stategy:

After Deciding a Proper Goal, Now the next step is Creating fully planned Strategy to achieve that goal in effective manner.

Digital Marketing Strategy includes Positioning strategy, Branding Strategy, Content Strategy, Digital Marketing Channel Strategy.

What strategy should be adapted/created will be answered from the information gathered in the digital marketing research phase.

3. Digital Marketing Plan:

After creating strategy of Digital Marketing according to the goal, the next step is Creating Theoretical Documentation of All Digital Marketing activities with timelines.

4. Creating Primary Digital Identities:

The 4 Primary Digital Identities are Website, Blog, Apps, & Social Media Platforms, where the business can easily interact with customers. The Main Motive of Creating Primary Digital Identities is to get connect with Potential Customers 24X7 hours time.

Website Provides the static and to the point Information of Business in a single page includes subscription Plans and more.

Blog is the Multiple Page site that provide additional post to solve the doubts of Potential Visitors.

Apps are the Specific kind of application developed to target all IOT devices permanently. Applications are used to supply all features of the Business with an attractive GUI interface with Proper Management.

Social Media Platforms are also helps to get Maximum Possible number of Visitors. The Digital Marketing through social media is usually called “Social Media Marketing”, a type of Digital Marketing.

These 4 Digital Identities are optional but they help to enhance the network of the Business.


After Creating the Primary Digital Identities, the next step is to promote products & services through Primary Digital Identities. This is also called Generating Relevant Traffic. Here the Word “Relevant Traffic” is Important.

The more traffic you will get through Digital Identities, more Popularity your website will get. Options to promote all digital Identities are as follows:

  • Search Engines
  • Affiliate Marketing
  • Emails
  • Other Websites
  • Messaging
  • Advertisement and more

You can also select more Promoting Channels, other than mention above according to the type of your Business.


Once you create your primary digital identities & start promoting them through various digital marketing channels, it’s time to start monitoring your performance. Analysing is just looking the outcome or result of Digital Marketing Strategies & Work.

You can receive analytics report for your primary digital Identities, as well as the channels through which you have done the promotion, via Various paid tools & Softwares.

The free and widely used Analytics tool is Google Analytics , which is used to generate the weekly, monthly, and yearly Analytics report of primary digital Identities.

The major section or features of Google Analytics are:

  1. Audiences
  2. Acquisition
  3. Behaviour
  4. Conversion


Optimisation is also an Important step of Digital Marketing, where we optimise or improve the marketing strategies according to the outcome we get in Analytics report of analyse Stage.

Optimisation is all about improving the quality of Digital Content about Products & services. It Includes various SEO (search engine optimisation)  strategies to get more and more audience from SERPS (Search Engine Result Pages).

What are the types of Digital Marketing

According to different Marketing Channels there are various types of Digital Marketing.

Search Engine Optimisation (SEO)

Dheeraj Patidar
Search Engine Optimisation is a basically a technical Strategy of Digital Marketing rather than a form of Digital Marketing itself.

Search Engine Optimisation is the art and Science of making Web Pages attractive in order to get ranking in Search Engine Result Pages (SERPS).

SEO is basically a deep analysis of creating Optimised content. This analysis includes various techniques like Internal Linking, External Linking, Meta Content l, etc.

Following points are Considered during the Search Engine Optimisation:

  • Quality of Content
  • Mobile Friendly Design
  • Number and Quality of Backlinks
  • Keyword Research
  • Meta Description & Content
  • Media Optimisation
  • Loading Speed
According to the various factors, SEO is categories into 3 main types:
  • On-Page SEO
  • Off-Page SEO
  • Technical SEO

We will see all three type of SEOs in Detail with another post.

Pay Per Click (PPC)

It is another type of Digital Marketing technique, where a digital Marketer have to pay Search Engine in order to get Position in SERPS.

Pay-per-click is an internet advertising model used to drive traffic to website. The publisher have to pay some amount for each click to lead targeted audience on website.

Often we see on Google Search Engine Result that some of the top results have a Ads label. These Results are paid promoted Results and someone pay highest amount in auction of Search Engines.

Basically Search Engine like Google Conduct an auction for Search Engine top results. who bid the highest, is selected for Showing in top results.

Pay Per Click or PPC is the Digital Advertising Medium that Business use to drive traffic from Search Engine.

We will see more about PPC in detail with upcoming Post.

Social Media Marketing

Social media marketing is the type of marketing strategy where we use the social media platforms for the promotion of products or services.

we can also run the advertisement campaign in social media platforms to get more and more customers for our business. The more social media followers make the more profit.

In simple word we can say that social media marketing is all about establishing communication between marketers and the customers through social media platforms.

social media platforms are the medium through which we can present our business in front of the audience.

Social Media Marketing is mainly used to Promote Business, increase website traffic, customer engagement, Brand awareness, and other marketing goals by creating various forms of content (like video, blogs, info-graphics, etc.).

Popular social media platform score digital marketing are Facebook, Instagram, Twitter, Telegram, LinkedIn, etc.

Display Advertising

Display advertising is also called Digital display Advertising. It is a graphic advertising on websites application or social media through banners or other advertising formats made of text, images, videos and audios.

Tee main purpose of display advertising is to deliver general advertisements and brand awareness to site visitors

Display add is usually interactive or clickable, which allows brands and advertisers to engage deeper with visitors.

Some Examples of Display advertising:

  • Remarking Ads
  • Personalised Ads
  • Contextuali targeted Ads
  • Site place Ads

There are mainly two types of Display Advertising:

Contextual Advertising

contextual advertising is a type of advertising in which its are Loaded or Displayed according to the type of content.

Advertising enable publishers to display ads relevant to the websites content.

Contextual advertising is an automated process where a promotional message is matched to relevant digital content.

For example, this could be ads for running shoes on a news article about running, or it could be ads for laptops on a tech eCommerce site. This is done through contextual targeting on an ad network, which involves segmenting ads based on parameters like keyword or website topic.

Behavioural Advertising

Behavioural advertising is a technique to present targeted ads to consumers by collecting information about their browsing behaviour.
Means that the adverser use browsing behaviour of site visitors to show ads.

Basically these are special algorithms used to collect browsing information in order to show related ads.

Following informations are used to show the behavioural ads:

  • The time spent on the site
  • The pages browsed on a website
  • The overall interaction with the site
  • The clicks made
  • The recency of the visit
  • The clicks made

Email Marketing

Dheeraj Patidar
Email marketing is a powerful marketing strategy, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services.

It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts.

Email marketing is the act of sending promotional messages to people in huge quantities. It is basically a digital marketing of promoting products & services via sending bulk email.

Almost all websites & blogs provide email subscription to intended users in order to send bulk emails regarding to the new product / service or update in existing product / service.

Steps to create email marketing campaign:

  • Set your goal
  • Build an email list
  • Segment your email list
  • Create campaign & build email
  • Use auto respond
  • Enable tracking & analysis

List of Email ethics:

following are the Email  ethics we should follow before starting email  marketing:

  • Include a clear, direct, and attractive title or subject
  • Use a  professional email address
  • The “reply all” button should be used
  • Use professional greetings
  • Avoid extra large content, content should be up to the point
  • Keep your fonts simple and classic, don’t use too much decoration
  • Use effective communication strategy for writing email
  • Reply to all your emails
  • Use the appropriate level  of formality
  • Double check you have the correct recipient

Affiliate marketing

Dheeraj Patidar
Affiliate marketing is a marketing strategy in which affiliate marketers promote products & services in order to get small amount of commission for each sale.

Most of the popular bloggers join affiliate programs of eCommerce websites (like amazon, flip kart, meesho, etc.) and promote their products through blog and their social network in order to get commission.

Terms of  Affiliate marketing:


Sometimes also known as creator, the seller, or the retailer. This is the party that create or produce product.

Affiliate Marketer

Sometimes known as the publisher, the blogger, or the promoter. This Party creates the content about Affiliate product of merchant and make sales of respective product via hyperlinks.

The Customer

This Party of affiliate marketing process, buy product of merchant via link shared or mention by affiliate marketer. After Purchasing product affiliate marketer get small amount of commission.

Video Marketing

Dheeraj Patidar

Video marketing is the marketing strategy in which marketer create a fully descriptive video about any product and pay some amount of promotion.

YouTube is the biggest platform across the world to promote new products & services in the form of video presentation.

Sometimes new startups gives some amount to popular youtubers in order to promote their services & products.

Some important types of video marketing are as follows:

  • Demo video
  • Brand video
  • Event video
  • Educational video
  • How to video
  • Case study and customer Testimonial video
  • Live video

Applications of Digital Marketing

Digital Marketing is used almost in all digital fields in order to promote brands awareness, and their services and products.

Some of the applications of Digital marketing:

Advertising medium

Digital Marketing is the best way to reach more customers. It is also an advertising medium where we can advertise our services & products using some popular platforms like adward, facebook ads, Adstira, Azoic, etc.

Enhancement of revenue

As we know that, through digital marketing we can get maximum number of potential customers. With the increasing customers obviously the revenue increases. so the Digital marketing largely affect the revenue generation.

Increasing Brand Awareness

Digital Marketing is also help to increase the awareness of any brand or service among the people. More the people aware about Brand, more revenue will be generated.

Direct-response medium

we know that, the digital medium is the direct way to connect with customers, so the customer can also Instantly give there feedback on way product or services.

Mixing multiple digital channels

In the Digital Marketing customers can get the services & products through various medium and we are ultimately complete the purchasing cycle easily means we can connect to  each & every customer through various medium.

Customer service mechanism

Digital marketing can provide a way for customers to self service. For example, an online education institute can put video online and students can listen lectures at home according to E-learning. An other example is customers can search frequently asked questions by themselves when they have questions about the products.

Advantages of Digital Marketing

Cost Effective

To Advertise any product, services or brand become very expensive. Most of the new startup can’t affort too much capital for advertisement so most of the companies take help of digital medium like social media or other website to get potential customers.

Huge return on investment

Digital marketing return much more with the low investment. Ultimately any of the company want to work with low investment and huge return.

Easy to measure Performance

Success of digital campaign can easily  be find or measured. In Traditional way of marketing we have to wait for one to two months for get the performance report whereas in digital marketing we can get the performance immediately.

Brand Development

Any of the new company or brand can be developed by getting more customers, and the digital marketing is the way to get maximum number of potential customers.


Digital Marketing also help  to globalise brand and respective Products & Services.

Limitations of Digital  Marketing

We should have knowledge about limitations or disadvantages of digital marketing, before working with it.

Following are the limitations of digital marketing:

Required skills & training

We should have knowledge, skill, and experience before doing the digital marketing. Because in digital marketing there are various tools & software which are required advance level of skills.

High competition

There is very high competition in digital marketing field. Because all the businesses gradually take help of digital platform to get customers.

Security & privacy issue

In Digital Marketing we have to take care of the sensitive data of customers and also company.

Depend of Technology

In order to perform digital  marketing, we have to depend on technology. We also have to follow the rules & regulation of  using any Digital medium.

Difference between Traditional & Digital Marketing

the differences b/w Traditional & Digital marketing are as follows:

Digital Marketing

Traditional Marketing

Cost Effective Expensive
Large Number of Customers Limited Customers
Variety of sources or medium for marketing Limited number of sources
Measurable results Result can’t be measurable
Immediate Communication Delay in Communication
High Conversion rate Low Conversion rate
Dynamic in nature Static in nature
Low investment high return High investment low return
Global reach Local reach
One way Communication Two way communication

Difference between Inbound and Outbound Marketing

Inbound Marketing

Outbound Marketing

Written according to the user requirements Written according to the product requirements
Cheaper Expensive
Also known as “Magnetic Marketing” Also known as “Push Marketing”
It includes organic search ranking It includes paid search Ranking
Two way Communication One way Communication
Easy to track customer engagement
Harder to track customer engagement
Online & Offline
High effective Low effective
Low investment high return High investment low return
Customer Centric Approach Company Centric Approach



In this Post we have learn all the aspects of Digital Marketing. If you have any doubt please ask us in comment, also If you have any suggestion to update or alter then contact us via social profiles.

I know this is not enough content to learn digital marketing, so I will publish much more content about digital marketing and deep strategies. I will share content about types of digital marketing in detail with new posts.

Thanks for visiting this page.

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