Dr.Habibur Rahman Khan:
Marketing is the process of creating, communicating, and delivering products or services to
satisfy customer needs and generate revenue.
Digital marketing or online marketing refers to marketing activities targeting consumers using
digital channels. It includes all online marketing tactics implemented through digital channels
like website, landing pages, social media, email, and mobile applications etc to achieve business
and marketing goals.
There are 8 types of digital marketing: (A) Affiliate Marketing, (B) Content Marketing, (C) Email
Marketing, (D) Marketing Analytics, (E) Mobile Marketing, (F) Pay-Per-Click (PPC), (G) Search
Engine Optimization, (SEO), (H) Social Media Marketing.
(A) Affiliate Marketing: Affiliate Marketing is a marketing arrangement in which affiliates
receive a commission for each visit, signup or sale they generate for a merchant. This
arrangement allows business to outsource part of the sales process. It is a form of
performance-based marketing where the commission acts as an incentive for the affiliate. This
commission is usually a percentage of the price of the product being sold, but can also be a
flat rate per referral.
Merchants favor marketing because in most cases it uses a ‘Pay for performance’ model,
meaning that the merchant does not incur a marketing expense unless results are accrued
(excluding any initial setup cost).
7 ways to succeed at Affiliate Marketing (i) Influencers: Influencer marketing is the top trend in
affiliating marketing. Celebrities like RJ Kibria, Manobic Showkat, Milton Somadder, Amrao
Manush are some pf the most well-known social media influencers of our country. But there
are also a lot of everyday people that have found fame as influencers due to their ability to
create content and interact with their audience. (ii) Affiliate Blogging: Most bloggers specialize
in a niche and share services and products within that niche which they know will grab the
attention of their audience. A blogger may promote things like health trackers, credit card
systems, or customer management systems.
To turn a blog into an affiliate marketing machine, one can include things like: Banners, Video
clips, Pop-ups, Links to products within blog posts. (iii) Referral Links: After we sign up for our
chosen affiliate program(s), we shall have access to our own personal links. These are called
referral links.
On social media, it’s not best form to directly share affiliate links. However we can share the
links of our published content that includes affiliate links. (iv) Micro-sites: Mini-sites/Micro-sites
are separate from our main site. The goal of a micro-site is to target a very specific audience. A
brand will use a micro-site to highlight a specific thing such as: an individual event, campaigns,
branded content. (v) Social Media: We can use Facebook, Twitter, and other social media sites
to promote our affiliate links. But we shall have to make sure that the ads we use comply with
each platform’s guidelines. (vi) Email List Marketing: Email lists are yet another way we can
share links with the people who follow us. We can setup an email list of users who have
registered with us by using services such as Awaber, MailChimp. (vii) Videos: Video content is
the best way for busy people to consume content. And it’s also perfect for teaching people how
to use products, how they can benefit from those, and for discussing pros and cons of the
products we promote.
Affiliate Marketing strategies should avoid: (i) Using hard sells, (ii) Not looking into the
legitimacy of the product we promote, (iii) Misleading our buyers, (iv) Creating content of poor
quality.
(B) Content Marketing: Content marketing is a form of inbound marketing that attracts users to
a brand by providing useful or entertaining content—usually in the form of text, video, or
audio. Content marketing is valuable to companies because it helps them build relationship and
trust with their potential customers and existing customers at scale.
Types of content marketing: (i) Blogs: Blogs are written resources that businesses use to
promote their products, discuss to trending topics, or demonstrate thought leadership. Most
business publish blogs for their own websites, but it’s also common to create guest blogs for
other websites as a link-building opportunity. (ii) Video: Videos allow to communicate complex
ideas and feelings with their audience in just a few seconds posted on a company’s website or
on a platform like TikTok or YouTube. Many businesses use videos to share product demos,
distribute customer testimonials, tell their employees’ stories, or announce new features. (iii)
Podcast: Podcast content marketing allows business to reach out to niche audiences through
the power of audio-first content. In branded podcast, businesses primarily offer solutions to
audience pain points, but they also frequently feature customer stories, industry trends case
studies, and other narratives that create an emotional connection with their listeners. (iv)
Social Media: Social media is a beneficial form of content marketing that helps business
socialize and engage with customers wherever they are. Instead of trying to engage with
shoppers via email or website one can share updates and fun content on social media to
engage targeted audience. (v) Infographics: Infographics are a type of content marketing that
complies interesting statistics and facts into a pleasing visual format. Infographics are a
mainstay of B2B content marketing, but they are useful in some B2C applications, especially for
sharing instructions or product features. Infographics are helpful because they distill big
concepts into engaging visuals that are easy to read and share.
(C ) Email Marketing: Email marketing is a direct marketing strategy that involves sending
commercial messages to potential and existing customers via email. Business can use email
marketing to promote new products or services, share news, drive sales, and encourage
customer loyalty.
4 types effective email marketing: (i) Email Newsletters: Email newsletters often contain news
and updates aiming to keep the audience engaged. At the same time, they are designed to
gently push users towards the conversion. (ii) Transactional Email: A transactional email is a
type of automated email that’s triggered by an action, typically a purchase. Transactional emails
are sent automatically to one person to confirm a transaction, communicate important
information, or deliver a specific notification, like a shipping notice. (iii) Email Promotions:
Email promotions are integral components of an email marketing strategy. A business sends
promotional emails to a subscriber list to increase awareness of products and services,
generate sales, convert subscribers into customers and build customer loyalty. (v) Retention
Emails: Retention email marketing is a strategic marketing approach aimed at maximizing the
value of existing customers by forecasting long-term relationships and encouraging repeat
business. It is the practice of engaging with customers beyond their initial purchase and making
them loyal, long-term, and engaged customers. This type of marketing focuses on developing
relationship with customers to increase retention rates, and ultimately boosts sales.
(D) Marketing Analytics: Marketing analytics is the practice of analyzing marketing data from
multiple systems to gain insight and make informed decisions. It helps to evaluate the
effectiveness of marketing efforts, track campaign performance, and understand customer
behavior. By utilizing data-driven insights, one can optimize his marketing strategies and drive
business growth.
3 types of Marketing Analytics: (i) Descriptive Analytics: Descriptive analytics uses marketing
data analysis to tell what happened in the past. This information can help to understand past
marketing performance and provide context for a better understanding of what’s happing
currently. (ii) Predictive Analysis: Predictive analytics is a type of data science that uses past
data to make predictions about future outcomes. This typically involves large volumes of data
and a machine learning algorithm that can use that data to make increasingly accurate
predictions of customer behavior over time. (iii) Prescriptive Analytics: Prescriptive analytics
focuses on using past marketing data to recommend the most impactful things can be done. It
is often used in tandem with marketing automation to ensure that its recommendations can be
carried out instantly.
(E ) Mobile Marketing: Mobile marketing is a type of advertising that promotes products and
services to people using mobile devices.
8 types of mobile marketing: (i) SMS Marketing: SMS marketing consists of sending short text
messages directly to customers who have subscribed. (ii) MMS Marketing: MMS (Multimedia
Messaging Service) marketing is an extension of text message marketing that allows businesses
to send multimedia content such as images, videos, and audio directly to customers’ mobile
phones. (iii) Location-Based Marketing: Location-based marketing takes advantage of users’
real-time geographic locations to send them targeted offers or content in real-time that is
personalized and relevant. (iv) Mobile Search Ads: Mobile search ads are advertisements
specially created for mobile devices for specific products. (v) App-Based Marketing: App-based
marketing refers to advertising goods or solutions via mobile apps. This strategy allows
businesses to connect with a highly targeted audience. (vi) In-Game Mobile Marketing: In-
game mobile marketing refers to advertising in mobile games in order entice gamers while they
play. (vii) QR Codes: Quick Response Codes are two-dimensional barcodes designed for
scanning with mobile phone cameras to provide quick and easy access to apps, websites, or
specific contents. (viii) Push Notifications: Push notifications are brief messages sent directly
and instantly via mobile apps that provide instantaneous interactions with users, such as
announcements, reminders, or updates promoting apps.
(F) Pay-Per-Click (PPC): Pay-Per-Click is a type of internet marketing which involves advertisers
paying a fee each time one of their ads is clicked. Simply, one only pay for advertising if his ad is
actually clicked on.
9 types of PPC advertising: (i) Search Ads: The effectiveness of search ads lies in their ability to
present any ad copy directly to users who have a high likelihood of converting. (ii) Display Ads:
A display ad is excellent for brand awareness and can be highly effective for remarketing
campaign. (iii) Social Media Ads: Social media ads are displayed on platforms such as Facebook,
Instagram, Twitter, LinkedIn, and others. (iv) Shopping Ads: These ads display product images,
prices, and details directly in the search results, making them highly effective for driving online
sales. (v) Video Ads: These ads can be placed as pre-roll, mid-roll, or post-roll videos, meaning
they can play before, during, or after the main video content. (vi) Remarketing Ads/Retargeting
Ads: Remarketing ads are highly effective because they target users who have already shown
interest in a brand, increasing the likelihood of conversation. (vii) Gmail Sponsored Promotions
(Gmail Ads): Gmail ads are effective for reaching users in a more personal environment and can
be used for various marketing goals, from brand awareness to direct response. (viii) Amazon
Ads: Amazon ads are highly effective for e-commerce businesses looking to increase product
visibility and sales on Amazon. (ix) In-app Ads: In-app ads are advertisements that are
specifically designed to appear within mobile applications, catering various formats such as
banners, videos, interstitials, or playable ads.
(G) Search Engine Optimization (SEO): Search Engine Optimization (SEO) is the process used to
optimize a website’s technical configuration, content relevance, and link popularity so its pages
can become easily findable, more relevant and popular towards user search queries, and as a
consequence, search engines rank them better.
9 types of SEO: (i) On-page SEO/On-site SEO: All the measures are taken to make web page
rank higher on search engine results pages (SERP) falls under On-page SEO. (ii) Off-page SEO:
This refers to everything done outside of a site to fare better and feature higher up in Google’s
SEROPs. (iii) Technical SEO: It is largely to help Google bots successfully crawl, interpret, and
index all pages of a site for future use. (iv) Local SEO: Focuses on optimizing a business’s online
presence to attract local customers through Google search results and Google Maps. (v) Ecommerce SEO: Involves optimizing online stores to improve their visibility and rankings on
search engines, driving more traffic and sales. (vi) YouTube SEO: Optimize video content on
YouTube to increase visibility, attract viewers and like video titles, descriptions, tags, and
thumbnails. (vii) International SEO: Targets global audiences by optimizing websites to work
well in multiple countries and languages. (viii) Mobile SEO: Ensures websites are optimized for
mobile devices, improving users experiences and search ranking on smartphones and tablets.
(ix) Voice SEO: Adapts SEO strategies for voice search, focusing on conversational keywords and
featured snippets to cater to voice-activation searches.
(H) Social Media Marketing: Social Media Marketing is the use social media platforms to
connect with an audience and promote a brand. It can help increase sales, website traffic, and
brand awareness.
7 types of Social Media Marketing: (i) Content Marketing: Content marketing is a strategy
focused on creating, publishing, and distributing relevant and useful content for a target
audience online. (ii) Influencer Marketing: Influencer marketing is a form of marketing that
enables businesses to collaborate with individuals who have following for increased brand
exposure. (iii) Social Media Advertising: Most popular social media platforms for advertising
are Facebook, YouTube, Instagram, LinkedIn, TikTok etc. (iv) Video Marketing: Video marketing
involves creating a short and informative video that promotes a product and is played before,
during, and after the main video. (v) User-generated Content: User-generated content (UGC) is
a published information that an unpaid contributor provides to a website. (vi) Social Media
Contests or Giveaways: Social media contests or giveaways include tasks such as liking/sharing
a post or commenting on why someone loves a certain products. (vii) Live Streaming: Live
streaming is the process of broadcasting video and audio content over internet in real time or
near real-time.
Importance of Digital Marketing: Digital marketing allows reaching target audiences online in a
variety of ways and on a variety of platforms. It can help spreading brand awareness, reach new
audiences, increase revenue and more. Digital marketing for (i) Reaching new audiences, (ii)
Build better relationship, (iii) Greater brand interaction, (iv) Staying up-to-date and Relevant, (v)
Data-informed decision making, (vi) Versatile and efficient, (vii) Increased trust, (viii) Grow
sales, (ix) Cost effective, (x) Personalized experiences.
Conclusion: As generation evolves and technology develops, the advancement in the field of
marketing and advertisement has been immense. No longer are businesses bound by the
limitations of traditional marketing techniques. The old has been heavily replaced by the new.
One of the newest and most effective strategies has been of online marketing, which is the
topic that this whole e-book was centered on. Online marketing utilizes the internet and its
wealth of resources for promotional, profile-raising purposes.