Digital Marketing

Introduction to Fundamentals of Digital Marketing

What is Digital Marketing?

Marketing embedded with Internet Technology is known as Digital Marketing

Digital Marketing involves the use of the Internet to reach consumers.

The ad in the newspaper that your vendor delivers to your door step or the leaflet you collected, that was being distributed outside the Super Market Store promoting the upcoming sale are just a few examples of one of the forms marketing.

Digital Marketing is slightly different.

Recall the last time when you were browsing online looking for some product or service but did not end up buying it.

What happened after that?

Didn’t you immediately start witnessing the ad for that product online more frequently than ever before?

You might also recall instances of emails you received into your inbox with exclusive deals and personalized discount after which you finally made your purchase.

The ultimate aim of marketing irrespective of the form is Conversion.

The route or the channel to conclude sales might be different but the ultimate goal remains the same.

The Future of Digital Marketing

Market needs always expand because solutions to the needs give rise to new needs.

The advent of Personal computers gave rise to the need for printers.

When Printers came in, it gave rise to the need for A4 printing papers.

Printers gave rise to the need for Cartridge & Ink.

As printers evolved and modified over the years the resulting needs also evolved and modified.

As long as the needs of the society are evolving and going up, products/ services are evolving as well and so are ways to market them.

Businesses no matter what need to market their products or services in order to make sales.

Digital Marketing will not die as Marketing as a concept will not die.


Components of Digital Marketing

At present there are six well known components

  • Paid Advertisement
  • Web Design
  • Content Marketing
  • Email Marketing
  • Social Media Marketing
  • Search Engine Optimizing


The Need for Integrated Digital Marketing

Undoubtedly, content is the king.

But content alone might not be capable enough to convert your target audience into paid customers.

Integrated Digital Marketing is the art of using more than one or all the Digital Marketing Components available in such a way that each Digital Marketing channel complements the other.

How Integrated Digital Marketing Works?

It starts with creating content and building an audience.

Once you have a content, you start having SEO traffic to it as well.

Put a Social Media Strategy around followed by an Email Marketing strategy.

Finally start mixing different forms of Paid Advertising which would eventually lead to conversion.


The Marketing Funnel: Content-Attention-Trust-Transaction

Say for example, Joe wants to sell an Information product online but the challenge is he is new to the audience.

His content is great and he is charging a very minimal amount to get attention and more sales.

But in spite of that he may not have enough conversion.

Joe can overcome this with the C-A-T-T Technique because it just works.

  • Content: Initially start giving away Content for FREE. The idea is to get as many people as possible at the Top of the funnel.
  • Attention: If content is relevant and useful, it will grab the attention of the audience. They would start looking for more such content from you.
  • Trust: Trust is the most important element irrespective of any form of sales. above.
  • Transaction: Once the Trust is built, your audience turns into paid customers.

It is advised to get as many as 1,000,000 million people at the top of the funnel to get 1000 people at the bottom of the funnel.

Initially the Content should be free, then charge a little bit and eventually you can charge more.

Skills Required for Digital Marketing

Out of the many skills, the below skills are the key to success in Digital Marketing

  • Communication Skills
  • Marketing Skills

Communication Skills

Communication is the KEY basic skill in Digital Marketing.

It helps in Content creation & Sales.

No matter what other skill you have but without communication skills you won’t be able to succeed in your professional endeavors.

Marketing skill help you sell yourself better and get a better value for your products/ services.

The good news is, both these skills communication and marketing can be developed with patience and perseverance.

How to develop communication Skills?

  • Make a commitment to improve it
  • Read a lot, commit at least 30 minutes a day
  • Start with simple books and gradually move to complex ones.
  • Start Thinking in English.
  • Listen to podcasts
  • Write a lot, the more you practice writing, the better you become at it. Commit to write 500 words per day. May be you can start your own blog. That’s the best way to learn.
  • Watch English Sitcoms.
  • Watch stand-up comedy shows to learn the local culture.


Who can learn digital Marketing?

Digital Marketing is for everyone one.

Whether you an Business Owner or Freelancer, a college Student or a Salaried person, a consultant or a working Professional, a Housewife or a Retired personnel, a school or a college dropout, or someone who is looking to make a decent income working part time from the comfort of your home.

By learning Digital Marketing you can become a successful

  • Blogger
  • Video Maker
  • Affiliate Marketer
  • SEO Consultant
  • Agency Owner

You can also learn Digital Marketing to

  • Grow your business
  • Get Job
  • Start a movement

Digital Marketing has exploded creating new jobs and roles.

There can be innumerable roles which we never heard of before.

Businesses have already started adapting to Digital and are looking for people with relevant skills. And here is an opportunity.

There is a huge Demand-Supply gap.

On one hand where the demand for people with the requisite skills is growing day by day, there is not enough human resource to fill in the demand.


How to get started?

The first step is to choose a Niche.

What is a Niche?

A Niche is a segment of the larger market.

Let’s take an example of the Wealth segment

Niche within wealth: Stock Market, Real Estate, Forex, Personal Finance, Online Business, Start-ups, Marketing and Sales

Sub Niche within Stock Market- Say Equity & Derivatives

Sub-Sub Niche within Equity- Trading & Value Investing

Choosing a Niche

There are three popular niches- Health, Wealth and Relationships.

Within each Niche there can be Sub Niches and within a Sub-Niche there can be Sub-Sub Niches.

Ideally the Niche you choose should be a combination of Passion, Talent and Market Opportunity.

Passion is anything that you are passionate about. This can be anything that you like watching about or talking about or read about on and on for hours without getting board.

Talent refers to skill required to pursue your passion and

Opportunity refers to the market demand. In other words, the monetary worth.

Even the dumb people are making money online because they are in the right Niche (for them)


Validating the Niche

Choose a Niche and put your entire focus on it.

But before finalizing your Niche, it is important to validate.

Below are some few of many ways you can use

  • Google Auto Suggest feature: When you type your search query on Google , Google gives suggestion based on the most searched queries by other users .
  • com
  • Amazon Reviews
  • Talk to the Customer
  • Own experience


Building Personal Brand

Start building your own personal brand

  • Don’t hesitate to put your content: Write as if no one is reading and talk as if no one is listening.
  • Show your character/ personality on social media: Discover your true self and maintain one personality all across.
  • Publish content in different forms: Videos, Content


How to learn Digital Marketing?

The best way to learn digital marketing is through blogging.

  • Start you own blog and
  • Implement and practice what you learn every day.


You can kick start your Digital Marketing journey by pursuing Digital Marketing lessons for FREE at

Hope you enjoyed this article.


Hitesh Khanna

1 thought on “Introduction to Fundamentals of Digital Marketing”

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