Digital Marketing: A Complete Guide to Learning From Scratch

Are you figuring out what digital marketing is? Or have you read here and there and still haven’t found an understanding of digital marketing that is easy to understand?

Indeed, digital marketing is a term that is often found in this online era. Due to the wide scope of digital marketing, you may have a little difficulty learning digital marketing in an efficient way.

In this article, you will find complete information for learning digital marketing with easy-to-understand explanations, even if you have no experience at all.

So, what will you learn in this digital marketing tutorial? Check the table of contents below, OK!

Read Marketing Mix and Examples of Its Application in Business

What is Digital Marketing?

Digital marketing is an effort made by a company or business to market their products through the internet and various other forms of digital communication media. Digital communication media covered by digital marketing include email, websites, social media, internet-based advertisements, videos, images, and other forms of digital content.

In other words, the notion of digital marketing can also be concluded as a form of marketing that involves digital communication media.

Why is Digital Marketing Important?

In the business world, the more people who know about your business, the faster your business will get transactions. Digital marketing has an important role in reaching a wider market through methods that are more practical than traditional marketing methods.

In addition to facilitating market expansion, digital marketing can also help a business to always earn with a passive promotion system.

In a report courtesy of HubSpot, Google is estimated to process 63,000 searches every second. The popularity of search engines in our daily lives can be a source of passive sales for businesses that can rank first in Google’s search results.

Therefore, most companies today are vying to place their website in the first order of search results for the desired keywords.

Benefits of Digital Marketing for Business

Before the era of social media and  gadgets, a new business would focus most of its efforts on attracting the first few customers to sell their product.

But in this all-digital era, 75% of people shop for goods  online every month. In addition, a survey from Think with Google also shows that 63% of the current process of purchasing goods starts from searching for information related to these products online .

If these two statistics still don’t convince you to start digital marketing, here are some reasons why digital marketing is very important for a business.

1. Help Reach Your Target Audience

Most of the target customers you seek can be reached  online either through social media or personal contacts (email & WhatsApp). Plus, nowadays most of the activities can also be done online whether it’s in the scope of work or daily life.

Well, this is one of the main factors why your business needs digital marketing. If your target customers are already online, but your business is still using traditional methods, it is likely that supply and demand will never meet.

2. Accelerate Business Growth

Using digital channels for marketing really helps accelerate business development because it does not need physical media such as brochures, billboards, or banners. In addition, all marketing materials can be distributed worldwide with just a few clicks.

Having outlets for distributing marketing materials such as social media and search engines also eliminates the need for a business to distribute brochures or put up billboards in high-traffic areas. Thus, the business can focus its efforts on developing other aspects and accelerating its growth.

3. Simplify Strategy Evaluation

One of the biggest advantages of digital marketing when compared to conventional methods is the ease of evaluating marketing results. You can directly monitor how many people you reach, average content read/view duration, and percentage of conversions generated.

With actual and accurate data, you can evaluate the strategy more effectively. You can determine which strategies are working and which need to be improved without guessing the cause.

4. Reduce Marketing Costs

When compared to traditional marketing methods, the budget required for digital marketing is much more affordable and efficient.

Therefore, 40% of marketing experts think that  content marketing  is one of the most important components in their marketing strategy.

5. Building a Business Image in the Digital World

Most companies also use digital marketing as a method to build the character or persona of their company. This is done with the aim of humanizing a company so that customers are more interested in interacting, which of course can increase their loyalty.

Netflix Indonesia is an example of a company that implements the benefits of digital marketing on their social media.

Types of Digital Marketing?

Basically there are 9 categories that are included in digital marketing. Here are each category along with an explanation!

1. Website

Digitization of all forms of business is something that is considered mandatory in this online era. The first step a user takes to find the item they want is to find an online store that sells it.

Based on data from Statista, as many as 2.1 billion people are expected to shop online during 2021. This figure is up from the 1.66 billion people who shopped online in 2016.

With the rapid development of technology, it is not surprising that a website is a primary requirement that must be owned by a company. By having a website, companies will increase the visibility of their products in the digital world. In addition, the website can also help small-medium companies to accelerate the pace of business growth.

SEO itself is an effort to optimize a website so that it gets a high ranking in search results on Google or other search engines. The goal is of course to increase website visibility and traffic, so that companies can develop more through the digital sector.

SEO itself is divided into two parts, namely On-Page SEO and Off-Page SEO. On-Page SEO is the optimization of the existing content on a page (such as images, videos, font choices, etc.), while off-page SEO is the optimization of ‘behind the scenes’ aspects such as increasing website speed , upgrading servers, etc.

Given that a website is one of the main components in building a brand identity  online , it’s a good idea to learn about how to create a website for your own business.

2. Search Engine Marketing (SEM)

SEM is a way to increase website visibility on search engine results pages such as Google (SERP). In contrast to SEO which focuses on increasing organic performance, SEM prioritizes tangible results obtained both organically and paid (advertisements).

SEO aims to get top results in organic search results, while SEM aims to occupy the top positions both organically and paid.

Search Engine Marketing itself is not limited to articles/content, you can target the main page ( homepage ) to occupy the top position on a keyword.

3. Content Marketing

The third branch of digital marketing is content marketing. What is content marketing or content marketing?

A survey from SEMrush found that 84% of businesses have a content marketing strategy.

marketing content statistics

Source: SEMrush

Content marketing is a branch of digital marketing where a business creates various kinds of content to reach and interact with its target market.

The content used can be in the form of videos, articles, infographics, e-books, templates , and various other types of content that are beneficial for users.

One of the main characteristics of content marketing is the nature of the content that is informative and does not sell products explicitly, but offers value to the audience.

For example, if your business sells camping equipment, you could write an article about safe tips for camping in the forest for beginners.

In the example article above, your article on safe camping tips could be targeted for the keywords “camping tips for beginners” or “how to camp safely in the forest”.

In general, content marketing aims to provide useful information to the company’s target market in order to increase website traffic and create a stable conversion flow.

4. Social Media Marketing

SMM stands for Social Media Marketing. We have created a complete guide for you.

Marketing through social media is currently a trend for most companies.

In fact, almost all demographic categories of all ages, occupations, hobbies and interests can be reached on social media.

Therefore, many companies are competing to create interesting content to increase engagement from their customers.

Social and commercial media advertising features such as Instagram Shopping are also another attraction for companies looking to reach new markets.

5. Email Marketing

Email marketing is marketing that is done with email as the medium. We have also created a complete guide for you.

Marketing via email can be done by various methods such as cold email, email outreach, and email newsletters.

Generally, email marketing is applied to companies in the form of B2B (business to business), but currently many B2C (business to consumer) companies are entering email marketing to increase engagement from their consumers.

Also read: 5+ Ways to Increase Email Marketing Open Rates (Easy but Effective)

6. Video Marketing

Basically, video marketing is a branch of digital marketing that can be run on various  channels such as social media, company websites, YouTube, and even email.

The increasing consumption of video content among the general public with the advent of social media such as TikTok, Facebook, and Instagram also increases the effectiveness of video marketing.

Depending on the purpose, the type of content used for video marketing will vary. Video marketing can be run for several purposes:

  • Brand awareness.
  • Increase sales.
  • Promote a product or service.
  • Increase customer loyalty.

By knowing the types, you realize that you can use various ways to market your brand as a form of digital marketing strategy.

You also of course need to know the latest trends in digital marketing.

8. Pay Per Click (PPC)

PPC is one of the most popular advertising methods on the internet, where advertisers only pay if someone clicks on their ad.

In addition to PPC, there is actually a PPM (Pay Per Impression) method, which is pay per occurrence (usually per 1,000 occurrences).

One of the most popular platforms among companies for advertising is Google Ads.

Of course, Google has a very wide service network, so the choice of ad targets will also be more complete and accurate.

9. Influencer Marketing

Influencer marketing is currently a trend among upper-middle businesses to increase image and sales. This type of digital marketing combines traditional and modern marketing formats.

In general, influencer marketing is a collaboration between businesses and content creators with the main goal of marketing their products in the long term.

But not a few companies are also working with influencers with the sole purpose of ‘advertising’ their products openly.

In essence, influencer marketing incorporates the concept of endorsement by ‘celebrities’ who are gaining fame through new, content-centric media such as TikTok, Instagram, and YouTube.

However, in contrast to the traditional definition of ‘celebrity’, an influencer can come from a variety of backgrounds and is often judged by the number of followers they have on social media.

Anyone can be an influencer, from a funny video maker on TikTok to an HR worker sharing knowledge about job hunting.

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