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The Timeline of Digital Marketing Evolution

1993-The first clickable advertisement went live. A couple of these were purchased by the online publication HotWired in order to promote the publication and boost subscriptions. The move to digital marketing era started at that point. The development of digital marketing was well underway in 1994 thanks to the introduction of new technology and the birth of Yahoo! In its first year of operation, Yahoo received roughly a million hits, which caused business owners and marketers to reconsider their stance toward digital marketing. They started optimising their website to meet search engine standards.

1994-Lou Montulli created cookies, which are little data packets that are stored on your computer by the web server as you explore a website. They're used to access websites and have the ability to monitor your activities, including the websites you visit and the things you do. Businesses could use this information to offer you deals that are specifically tailored to your interests.

1996-Like Alexa, LookSmart, and HotBot, new search engines and tools have been introduced.

1998-was the year that Yahoo's web search, Google's big brother, and Microsoft's MSN search engine all debuted.

1999-In terms of the history of digital marketing, this year was highly important since web 2.0 was introduced, allowing users to upload and share material rather than just consume it. Users were now active participants rather than passive ones. This served as the basis for broad sharing, social media websites, and similar things. During this time, websites like Wikipedia, Facebook, and blog sites all arose.

2000-Concerns about how computers would react to the Y2K crisis, or the date change at the start of the millennium, were widespread. Many of the smaller search engines disappeared after a crash, allowing the giants to firmly cement their control.

2002-In order to help employers identify competent candidates, LinkedIn, a professional social media platform, was introduced.

2003-The first social networking website to go live was MySpace, which was followed by Orkut and then Facebook. Businesses started paying close attention and recognising the opportunities that these platforms offered them. In a matter of minutes or even seconds, and for a very little cost, they could reach thousands of users. A new era in business began when businesses started aggressively marketing their goods and services on these platforms.

2004-Internet advertising generated approximately $3 billion in revenue in the United States alone. The globe was informed that the digital marketing sector was not only established but also making a permanent presence felt.

2005-saw the creation of YouTube, a video-sharing website with millions of users and subscribers today.

2006-search engine traffic reached approximately 6.5 billion in just one month this year, which is a sharp increase. Live Search was introduced by Microsoft in place of MSN in an effort to compete with Google and Yahoo. Twitter was also introduced this year, and split testing in marketing began to take off. Over 10 million USD in e-commerce sales were made by Amazon.

2007-was the year that both the microblogging site Tumblr and the streaming service Hulu went live.

2008-saw China surpass the US to become the nation with the highest percentage of internet users. Spotify, a music-sharing website, was introduced this year.

2009-With the introduction of Google Instant, consumers may now access real-time search engine results.

2010-WhatsApp, a messaging app for smartphones, was introduced this year. With "WhatsApp Business" accounts, this app now provides businesses with a number of options to market their goods and services.

2011-In particular among the younger age, web use surpassed TV viewing, and Google Plus and Google Panda were introduced.

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What is Web Development

The developing, constructing, and maintaining of websites is referred to as web development. It covers things like web publishing, web programming, database management, and web design. It is the development of an online application, such as a website.

The phrase "web development" is made up of the following two words:

Web: Websites, web pages, and other online resources are all referred to as "the web."

Development: Starting from scratch to create the application.

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Fundamentals of Digital Marketing

Fundamentals of digital marketing are extremely dissimilar from those of traditional marketing. With the introduction of digital marketing ideas since 2000, the idea of marketing has changed. It is the promotion of goods or services utilising digital media as a platform, in contrast to traditional marketing. Currently, billions of individuals use digital media to buy or sell goods. Before making a purchase, a buyer might compare the products of other businesses. However, the bulk of approaches employed today are different from those that businesses used to attract clients during the early stages of digital marketing. But regardless of modifications or fashions in design, the foundations of digital marketing always hold true.

All contemporary marketing techniques used to reach target consumers are included in the principles of digital marketing. Ads that are effective on TV, radio, or in newspapers could not be effective in social media or online marketing. As a result, businesses must use certain strategies to benefit from digital marketing. Business houses must understand the foundations of digital marketing before investing time or resources in strategizing internet marketing. The following are the fundamentals:

User-friendly Design of Websites

Search engine optimization, or SEO

SEM, or search engine marketing

SMM or email marketing via social media

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Digital Marketing Challenges

For its practitioners, digital marketing presents unique difficulties. Digital marketing professionals must stay up to date on how digital channels operate, how users interact with them, and how to use them to effectively sell their goods or services.

Because recipients are being overwhelmed with rival advertisements, it is getting harder to hold their attention. It can be difficult for digital marketers to examine the enormous amounts of data they collect and then use that data to create fresh marketing initiatives.

The difficulty of efficiently obtaining and utilising data emphasises the need for a marketing strategy based on a thorough comprehension of consumer behaviour in digital marketing.

Digital Marketing Agency

A company that specialises solely in marketing to consumers via digital platforms is known as a digital marketing agency. This include developing and implementing campaigns for business clients across a variety of platforms, including social media, pay-per-click marketing, videos, and websites.

SEO in Digital Marketing

In order to position their websites and identities at the top of any search results page, businesses use search engine optimization, often known as SEO, to generate traffic through search engines. This may be done through naturally occurring or editorially chosen search results. Companies' names and websites are more visible to customers when SEO is successfully included into their digital marketing efforts.

Internet Marketing

Any form of marketing that only occurs online is referred to as internet marketing. This indicates that it only appears on websites. It is distinct from digital marketing, which also encompasses internet marketing, social media marketing, and mobile app marketing. Mobile phones, digital gadgets, and other platforms can all be used for these marketing campaigns.

Digital Marketer

Along with data analytics and social media expertise, digital marketers need to have good writing abilities. Most positions in digital marketing that are in a business-related subject like marketing or a closely linked sector like communications require a bachelor's degree. Additionally, you might wish to enrol in bootcamps or courses focusing solely on digital marketing. Additionally, it may be beneficial to complete an internship while still a student.  The field of digital marketing does not necessarily require a master's degree, but it may be helpful.

Digital Marketing Requires Certain Competencies

To properly explain the story of your product to your customer base, you need both writing and communication skills. Understanding how well your marketing campaigns are doing and where they might be improved requires data analytics abilities. Finally, proficiency with social media and other internet tools is essential.

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Social media marketing

Social media marketing is the process of producing content for social media websites in order to advertise your goods and/or services, foster community among your target market, and increase customer traffic. Social media marketing is continuously changing as new features and platforms appear every day.

The goal of social media marketing is to reach your target market and customers where they are, in the context of their social interactions with one another and your business.

While social media marketing as a whole is very important and advantageous to the development of your business (as you'll see in the section below), your strategy will vary depending on which social networks your audience uses.

Social Media Marketing Platforms

1.Facebook

The most popular and widely used social networking site is Facebook. Since its debut in 2004, it has developed into a crucial tool for B2C enterprises, providing both cutting-edge advertising tools and natural opportunities.

Users: 1.9 billion daily active users worldwide

Audience: An even spread of Generation X and Millennials

Industry impact: B2C

Best for: Brand awareness; advertising

2.Tik Tok

Most likely, TikTok comes to mind when you think about short-form video. The platform's popularity increased in 2020 and is still growing. Marketers identify it as one of the greatest channels for fostering communities, coming in second to YouTube.

Users: 1 billion active monthly global users

Audience: Primarily Gen Z followed by Millennials

Industry impact: B2B and B2C

Best for: Short-form, creative video content; user-generated content; brand awareness

3.Instagram

Despite being just 12 years old, Instagram has already become a global phenomenon. Instagram is where marketers go when they want to share aesthetically appealing content. The platform's cutting-edge ecommerce features are another feature that makes it unique.

Instagram is a difficult platform to surpass because consumers can now discover brands, browse their goods and/or services, and make a purchase all within the same app.

Users: 1 billion monthly active users

Audience: Primarily Millennials

Industry impact: B2C

Best for: High-quality images and videos; user-generated content; advertising

4.Twitter

Twitter focuses on words, whereas Instagram focuses on images. Since the inception of the 140-character Tweet, the platform has developed to include an audio tool called Twitter Spaces, a tool for fostering communities called Twitter Communities, and a feature called Twitter Moments for sharing fascinating items with your followers.

Users: 211 million daily active users worldwide

Audience: Primarily Millennials

Industry impact: B2B and B2C

Best for: Public relations; customer service; community building

5. Linkedin

Facebook's business cousin is LinkedIn. Perhaps the only platform with a clearly defined audience is this one: professionals in the workforce eager to network and hunt for new opportunities.

This makes it the perfect platform for B2B businesses trying to locate influential decision-makers and establish a community for a certain sector.

Users: 774 million active users worldwide

Audience: Baby boomers, Generation X, and Millennials

Industry impact: B2B

Best for: B2B relationships, business development, and social selling

6. YouTube

YouTube is the second-most-visited website in the world, according to HootSuite. Additionally, marketers cite it as the top community-building tool.

Its users also have a tendency to spend more time on it because it primarily hosts long-form content, which makes it a perfect platform for sharing educational content.

Users: Over 315 million daily active users worldwide

Audience: Primarily Millennials but has a strong audience across gender and age demographics

Industry impact: B2C and B2B

Best for: Brand awareness; long-form entertainment, and how-to videos

7.SnapChat

Snapchat was leading the drive for transient content when it launched in 2011. It introduced shareable material with a 24-hour expiration date that you could share with your friends.

The platform reached its pinnacle in 2015 and has been stable since since. When Instagram released Stories, the same function with a different name, many people believed the brand would no longer exist. However, young adults still find Snapchat to be appealing.

Users: 306 million daily active users worldwide

Audience: Primarily Generation Z

Industry impact: B2C

Best for: Brand awareness; advertising

8.Pinterest

Imagine Pinterest as a visual storyboard where users can get inspiration for anything from home décor to fashion.

Pinterest is where 85% of users say they go to start a new project. Additionally, 80% of weekly Pinners claim to have found a new company or item on the site. As a result, it serves as both an excellent discovery tool and a means for companies to develop their narrative through visual stories.

Users: 444 million monthly active users worldwide

Audience: Primarily Millennials with a solid audience in Gen Z, Gen X and Baby Boomers

Industry impact: B2C

Best for: Visual advertising; inspiration

9.ClubHouse

When Clubhouse first appeared on social media in 2020, it immediately made a big effect. The audio-only platform enables users to initiate engaging discussions with both followers and total strangers while fostering a sense of community.

When it was still in beta testing, the platform generated some excitement for its invitation-only structure. The platform is currently available to everyone in the world on both iOS and Android devices. This platform's ability to perform well for both B2B and B2C enterprises while utilising audio, which has made a great resurgence in recent years, is another major selling factor.

Let's talk about the advantages of social media marketing for your company now that we've covered the fundamentals of each social media network.

Users: 10 million weekly active users worldwide

Audience: Primarily Millennials

Industry impact: B2B and B2C

Best for: Visual advertising; inspiration

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Common Types of Digital Marketing

1.Search Engine Marketing

While SEM (search engine marketing) enables companies to hyper-target their demographics with paid search engine advertising, SEO focuses on industry and location. Although SEO is technically a component, SEM is frequently thought of as simply sponsored search.

There's a good chance you've seen ads in Google search results that are tucked away to the side or prominently displayed at the top. These are instances of SEM in action. Your ad may show up in search results if users' keyword searches match the ones you've bid on. SEM is different from SEO in that you only pay when someone interacts with your ad, such as by visiting your website or contacting the provided phone number. With SEO, money is not exchanged with search engines.

On all social media platforms, digital marketers can develop hyper-targeted sponsored ads, but pay-per-click advertising is the most common and successful method (PPC). Google Ads is the most well-known and efficient PPC strategy, but Bing and Yahoo also have possibilities. Once your ads have started, you may get reports to assess how they are doing and make quick changes to the settings.

2.Video Marketing

Know how videos perform and what types of professionals are watching and interacting with them. Engage a professional audience in your LinkedIn feed with sight, sound, and motion. To influence decision-makers. Quickly create an advertisement.

3.Social media marketing

Social media marketing, a powerful weapon in the marketing toolbox, is the activity of leveraging various social media channels to communicate with customers and direct them to your product or service. However, don't feel terrible if you don't fully get the idea because the term is frequently used without giving it much thought or providing a precise meaning.

Although social media marketing appears straightforward at first glance, it actually has a number of layers that affect the best practises for various kinds of organisations. Even while social media marketing could appear to be simple, getting started without a good understanding will reduce your chances of attaining the desired outcomes.

4.Email Marketing

Among SEM, SEO, affiliate marketing, and other marketing endeavours, email marketing is regarded as one of the most significant marketing channels. And if you work in digital marketing, there is no way you would risk ignoring a technology as useful as email marketing.

By sending targeted clients tailored emails, it is possible to convey persuasive messages that turn leads into sales. Additionally, it assists us in educating our target market about the benefits of our product.

5.Re-Marketing

Not all visitors to your website will convert on their first visit. So that they can complete the conversion, you will need to remind visitors of your offers and draw them back to your website. 75% of people who remove items from a shopping cart say they'll go back to the store's website to finish their purchase. Of course, having an intention is not the same as doing action. Remarketing can be used to remind visitors to convert on both lead generation and e-commerce websites.

6.Influencer Marketing

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The definition of digital marketing

All online marketing initiatives fall under the category of digital marketing. These include digital channels that can be utilised to connect with both present and potential clients, such as search engines, email, websites, social media, etc.

Digital marketing, as opposed to conventional approaches, enables you to reach a broader audience and focus on customers who are most likely to purchase your goods and services. It is also more affordable than conventional marketing.

Connecting with the target audience at the proper time and place has always been the secret to successful marketing. The ideal location to meet consumers today, when screen time is at an all-time high, is online. Businesses all across the world are utilising this fact. They are making use of efficient digital marketing techniques to increase the likelihood that their marketing initiatives will be seen by consumers, which will have a substantial positive impact on their bottom line.

Top Digital Marketing Benefits

1. Worldwide Reach

Traditional marketing is geographically constrained, and developing a worldwide marketing plan may be challenging, expensive, and time-consuming. However, because digital marketing takes place online, it has a tremendously wide audience that you may contact. With the help of an online store, even a very tiny local business owner may connect with customers throughout the world. Traditional marketing would never be able to achieve this or would be too expensive. Businesses now have access to a wide range of potential growth prospects thanks to the internet. Any firm has a lot to gain from having visibility and a worldwide reach.

2.Local Impact 

Digital marketing has many benefits, including increased local visibility, which is crucial if your company depends on neighbourhood clients. Global reach is one of these benefits. For businesses looking to increase foot traffic to their doors, local SEO and locally focused advertising might be helpful. Comparing your ability to reach a neighbourhood as a whole with digital marketing to your ability to reach a community as a whole with printed flyers is illuminating.

3. Reduced Cost

Digital marketing offers you affordable options whether you want to market your company nationally or worldwide. It makes it possible for even the tiniest businesses to compete with bigger ones utilising highly focused methods. The majority of these tactics won't even initially cost anything (such as SEO, social media, and content marketing). However, not all types of digital marketing are appropriate for all types of businesses, and some may even cost more than others. Based on its marketing objectives, a company can choose the best options.

4.Easy to Learn

While there are numerous facets of digital marketing that you must grasp, getting started is rather simple. The nature of the objectives and the scope of the campaigns make it more complicated. Finding the best approach for your company is all that is required, though.

5.Successful Targeting

Digital marketing helps you to extract data to discover which audiences would work best for you and optimise your campaign around them, even if you don't have a clear understanding of your target demographic. Targeting can be done in a variety of ways, including through social media demographic data, pay-per-click advertising, and keywords for search engine optimization (SEO). Every campaign is certain to reach the proper audience thanks to the vast array of targeting options at your disposal. You can use it to analyse how customer behaviour is evolving and adapt campaigns accordingly. Any business that can swiftly grasp the shifting needs of its clients will succeed.

6.Multiple Techniques

There are numerous digital marketing tactics available for usage by various types of firms. A local B2C clothing shop may have a completely different strategy than a B2B company looking to get worldwide leads. While content marketing and SEO may be more advantageous for some businesses, conversion-based ad campaigns may be more advantageous for others. The secret is to continually evaluate the outcomes and improve your strategies and procedures over time. A successful digital marketing strategy is one that quickly adjusts to changing business requirements.

7.Multiple Methods

Different kinds of businesses can use a variety of digital marketing strategies. A B2C apparel store in your neighbourhood may have an entirely different strategy than a B2B corporation searching for global leads. While conversion-based ad campaigns may be more lucrative for some firms, content marketing and SEO may be for others. The key is to iteratively assess the results and enhance your strategies and practises. A strong digital marketing plan is one that can change with the needs of the organisation fast.

8.Analytical and Optimisation Tools

Web analytics, which tracks the effectiveness of digital marketing efforts in real-time, is another significant benefit of digital marketing. This aids in future campaign optimization and expedient error correction. You can identify every traffic source and have complete control over your sales funnels by analysing your digital marketing initiatives.

9.Higher Engagement

Increased engagement is one of the most significant benefits of digital marketing. Digital marketing is intentionally made to be very engaging. Users can share a blog piece, like a photo, bookmark a video, or click on a paid ad to engage with your website. The fact that all of these acts can be measured is the best part. This makes it possible for you to produce even more captivating posts to raise brand recognition or improve revenue. You can attract more devoted customers by participating online more frequently. Businesses that effectively integrate engaging formats into their online campaigns have an easier time turning cold traffic into devoted patrons.

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Kerala's digital marketing job opportunities

Any form of marketing that makes use of an electronic device or the internet is referred to as digital marketing. One of the most intriguing aspects of the marketing profession is digital marketing. The number of job openings has expanded considerably in recent years. as more businesses recognise the importance of having a strong online presence.

Marketing is the only reason for a company's existence. Marketing is being promoted and documented online right now. Digital marketing is a new sort of marketing in this regard. Online marketing is becoming more popular as it can be done from anywhere on the planet. Traditional and digital marketing are two very different things. Digital marketing in Kerala has evolved to encompass a fast-paced communication method based on the internet in today's globe.

Kerala's digital marketing potential has risen in tandem with the industry's expansion over the previous two and a half decades. Digital marketing positions include managers, copywriters, SEO executives, content managers, content writers, social media experts, inbound marketing managers, conversion rate optimizers, and search engine marketers.

Working in digital marketing in Kerala has various advantages.

The company's operations Digital marketing is gaining popularity all over the world, especially in India. There are 1.5 lakh job vacancies in digital marketing in India. Kerala's and India's digital marketing potential is also fairly great, and it is likely to increase in the next years. The growth of digital marketing in India has benefited the growth of digital marketing in Kerala and throughout India.

They are traditional marketing tactics, but they have several disadvantages, including the inability to establish whether advertising was directed to genuine customers, the amount of people who saw the advertisement, and the high cost.

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