Topics in Digital Marketing

  1. PPC

PPC is regarded as one of the three most important topics to cover in the digital marketing study. These ads are advertisements that are displayed on different search engines like Google, Yahoo, and others.

You have to bid on certain keywords specific to the products and/or services you deal in. Then, through a meticulous process of formulating a strategy, your ads are placed on the search engine results pages. They greatly enhance your prospect of getting qualified leads and making much better conversions in a very short period.

Since you invest money in this form of digital marketing, you have to understand the topic comprehensively to implement it perfectly for your digital efforts. This includes gaining practical know-how on the various elements that make up the pay-per-click ad module.

The first step is to understand your focus customer and set a certain goal for your ad campaign. PPC is a very in-depth topic that needs your full concentration and rigorous practice to optimize it. When done perfectly, it can help your business greatly.

These are the ads that you see when you type a specific keyword in the search box of a search engine. If you observe the first few results, they have ads written on the left-hand side of their URL.

This indicates that these companies have bid on these keywords to promote their relevant products. According to various studies, it has been proved that a large chunk of the sales is made from clicking on these ads. These ads direct you to the sale page on the landing page of a website based on the preference of the advertiser.

Some terms you need to be well versed in with learning about a topic like PPC are

  • Bounce Rate
  • Click-through Rate
  • Conversion Rate
  • CPM(Cost Per Impression)
  • Keyword Bid
  • Landing Page
  • Quality Score
  • Return On Investment
  • Ad Copy
  • Cost of Acquisition
  • Geo-Targeting
  • Location Specific

You have to formulate a great heading in your PPC ads to grab the attention of your target consumer. It has to be convincing, compelling, and provide value in very few words. The ad copy should ensure that it is crisp, concise yet effectively solves the searcher’s query.

  1. Search Engine Optimization (SEO)

SEO is an integral part of the digital marketing process and a very important topic to study in digital marketing. It gives you an idea of how to drive quality traffic to your website through organic means. This traffic is regarded as important because they are genuinely interested in your content and come to your website for information gathering.

It is also a validation of your superior content because it is not propelled by paying to search engines. Any site that ranks based on Search Engine Optimization is disseminating useful, relevant, inspirational content that is top-notch and provides high-grade information.

You will notice that a very major portion of any search engine page has organic results. Google ranks sites based on the quality they provide and hence this content can be regarded as genuine and authentic.

It is an extremely intensive topic that deals with several factors that help to create the most precise content to rank on search engines. You have to formulate a sound SEO strategy for gaining domain authority on your specific niche. Some of the key factors that influence the SEO ranking of your website are proper usage of keywords, link building, the utility of an SEO-friendly website, and blog pages.

Some of the terms you need to be familiar with when studying the various components of SEO are as follows: 

  • Domain Authority
  • Accelerated Mobile Pages
  • Alternative Text
  • Backlinks
  • Black Hat, White Hat, Grey Hat SEO
  • Bounce Rate
  • Breadcrumb Navigation
  • Click-through Rate
  • Content Management System
  • Conversion
  • Featured Snippets
  • Google Analytics
  • Google My Business
  • HTML
  • Keyword Research
  • Keyword Spamming
  • Long-tail, Middle Tail, And Small Tail Keywords
  • Meta Descriptions
  •  Alt Image
  • Relevance
  • Responsive Design
  • Schema MarkUp
  • Site Structure
  • SSL Certificate
  • Structured Data Among Other
  1. Online Reputation Management

Online reputation management is a compulsory part of any digital marketing initiative. It has to be taken very seriously because the online domain provides plenty of opportunities for discussion and interaction.

If your brand can provide the best services to customers you will get great reviews. And eventually an extremely positive reputation of being one of the finest business enterprises. On the other hand, any mistake or discrepancy on your part can be harmful to the overall goodwill of your company.

Consumers have the option of presenting their views, testimonials on different online platforms like discussion forums and social media channels. This can be done as well on search engines like Google. This feature makes it imperative that you provide the highest quality of products, services, and information to your consumer.

You also have to be honest and transparent regarding the activities of a business. Interact with the consumers, ask for their opinions, and feedback. Another great way to bolster your online reputation is to engage in a direct conversation with your consumer.

A pertinent aspect of online reputation management is to deftly handle any crisis that arises while running your business. In such a situation, you have to take steps to eliminate any chances of misunderstanding.

Address your existing customers and keep your composure while doing so. This topic of online reputation is essential to study for the smooth running of any business. You have to understand the immense benefits of a positive online reputation to understand how to go about creating and sustaining it in the online domain.

Some of the terms you need to be well versed in online reputation management are as follows.

  • Authenticity
  • Algorithm
  • Anchor Text
  • Affiliate Links
  • Branded Content
  • White Hat, Black Hat
  • SEO Brand Management And Reputation
  • BrandJacking 
  • Content Syndication
  • Crisis Management
  • Content Strategy And Strategist
  • Digital Footprint
  • Doxxing
  • Influencer
  • Media Monitoring
  • Social Listening
  • Multimedia Content
  • Online Audit
  •  Online Privacy Policy
  • Sentiment Analysis among others.
  1. Conversion Rate Optimization (CRO)

If you want to pursue digital marketing and you are in the business of selling products and services this is mandatory for study. The reason being the online world today is full of competition in various sectors and fields.

Conversion rate optimization is the process of converting your website traffic into consumers to get greater returns on investment. This means that you inspire and educate your customers on your products and services. Through a sagacious company strategy, you also ensure that they take the desired action that you want on your website.

You can leverage the benefits of social media to facilitate your CRO strategy. Promulgating a product on social media channels helps you to remain in prominence. You also have to provide unique value to your consumer, One that will offer something different than that offered by your rivals.

Some of the terms to consider learning in the topic of conversion rate optimization are as follows

  • Behavioral Targeting
  • Bounce Rate
  • A/B Testing
  • Call-to-action
  • Conversion Funnel
  • Carts
  • Heat maps
  • Hypothesis
  • Personalization
  • Landing Page Optimization
  • Qualitative Data
  • Quantitative Data
  • Segmentation
  • User Interface And User Experience
  • Website Readability
  • USP
  • Buyer Persona
  • Customer Journey
  • Conversions
  • Customer Lifetime Value
  • Email Marketing
  • Remarketing
  • Headline Testing
  • Key Performance Indicator among several others.

You need to be able to convert and make good your digital marketing efforts if you want to stay as a domain authority in your field. Big E-commerce giants like Amazon, Flipkart, Myntra take conversion rate optimization with utmost seriousness. They constantly strive to create ways to stay ahead of other retailers.

  1. Email Marketing

This is one of the most important topics to cover in digital marketing if you want to seriously pursue as a professional in the online webspace.

Email is a major component that helps to facilitate your conversion funnel effectively. A lot of people in these past years have doubted the efficacy of email marketing. But, it remains one of the best ways to connect with your consumers directly.

Emails do not meddle or come in the way of your work. They are completely non-intrusive. Your prospects and consumers can read their emails as and when they want.

Also, most email copies are action-oriented and include a persuasive call to action. This helps to not only drive traffic to websites but also provide an incentive to your consumers. As consumers receive value from your brand, they are willing to turn loyal customers and ultimately brand evangelists.

A strategic email campaign can be a boon for your overall business goals and objectives. You can not only increase your sales but also create camaraderie with your customers which will last a lifetime.

Some of the terms you need to be comprehended well are the following: 

  • Auto Responder
  • Call To Action
  • Subject Line
  • Cold Email
  • Conversion Rates
  • Double Opt-in
  • Email Queue
  •  Domain Blacklist
  • Email Campaign
  • Split and A/B Testing
  • Email List
  • Templates
  • HTML Tags
  • List Segmentation
  • Personalization
  • Newsletter Opt-out
  • Reply Rate
  • Sender Score
  • Spam
  • Unsubscribe List
  • Marketing Automation
  • Email Deliverability
  • Multivariate Testing And Others

If you want to become proficient in email marketing, you should have an incisive understanding of the different email marketing tools. They help to smoothen the process of sending emails to your target as well as existing customers

  1. Content Marketing

Content marketing is an enormous asset that can help you to get some of the best leads and customers. If you want to become a digital marketing professional, you have to possess an extensive understanding of content marketing. It is the structure on which year the whole digital marketing campaign is based.

Apart from the fact that content aims to inform and inspire people, it also provides relevant details about your products and their distinctive features. When disseminated properly, this information can help your consumers make purchasing decisions related to your product or service.

Appealing, interesting, content replete with anecdotes and a slice of life stories can help in capturing the audience’s attention. They will visit your website more and you will be able to retain your customers as well.

Terms to study

  • B2B & B2C
  • Content Strategy
  • Blogging
  • Buyer Persona
  • Buying Cycle
  • Click-through Rate
  • Cornerstone Content
  • Keyword
  • Cost Per Click
  • Plagiarism
  • Content Curation
  • Content Syndication
  • Customer Relationship Management
  • Digital Commerce
  • E-book
  • Direct Response
  • Editorial Calendar
  • Engagement
  • Social Media Channels
  • Meme
  • Native And Display Ads
  • Infographics
  • Video Marketing
  • Interactive Learning
  • Key Performance Indicator
  • Lead Generation
  • Learning Management System
  • Copywriting
  • Content Management System
  • WordPress
  • Plugins
  • Multimedia
  • Newsjacking
  • Off-page On-Page Optimization
  • Readability
  • Page Rank
  • Podcast
  •  Responsive Web Design
  • Viral Content
  • Widgets
  • Product Differentiation
  • Re-targeting
  • Email Content
  • Owned Media Among Others

Content marketing fosters trust like no other digital marketing module. It helps to build domain expertise, consumers consider your thought leader. Provide content that answers your consumers’ queries in the most precise and effective way possible.

  1. Inbound Marketing

Inbound marketing is a strategy by which your consumers find you rather than you inundating your consumer with different forms of advertisement of your business.

This includes branding, newsletters, influencer marketing, affiliate marketing, onsite and offsite marketing that reaps great results for your business. It is a broad topic that you need to comprehend exhaustively to be able to implement in your professional life.

The terms to study on this topic are as follows:

  • Business To Business Content Marketing
  • Conversion Rate Optimization
  • Cost Per Lead
  • Customer Acquisition
  • Return On Investment
  • Dynamic Content
  • Followed Link
  • No follow
  • Google Algorithms
  • Inbound Link
  • Infographics Learning
  • Key Performance Indicator
  • LinkedIn
  • Mobile Marketing And Optimization
  • Page Views
  • Qualified Lead
  • Re-targeting
  • Responsive Website with others.
  1. Social Media Marketing

For any digital marketing campaign, social media marketing is an inevitable module. You have to cleverly formulate your social media strategy for your target consumers to notice you.

Social media is very popular which also, makes it extremely competitive for your business. Every company is out there contending for consumers’ attention through social media channels.

Let’s look at some of the terms in it to be well versed with for 360 understanding of social media marketing

  • Social Media Audience
  • Avatar & Bio
  • Brand management
  • Branding Through social Content
  • Chatbots
  • Click-through Rate
  • Conversion Rate
  • Crisis Management
  • Cross-channel
  •  Direct Messaging
  • CrowdSourcing
  • Sponsored Posts
  • Disappearing Content
  • Stories
  • Engagement Rates Frequency
  • Geo-targeting
  • Hashtags
  • Impressions
  • Key Performance Indicators
  • Native Advertising
  • Relevance
  • QR Code
  • Social Listening
  • Shareable Content
  • Trending Topics
  • Viral Content And Others

Explore, read, draw inspiration from real life, and brainstorm to come up with innovative ideas to grab your online consumers’ attention.

  1. Web Analytics

Web Analytics is an advanced topic of Digital Marketing that you need to comprehend to be able to understand how well your business is performing in the digital domain. It provides you with several important metrics that make your work easier. It assists to identify customers’ behavioral patterns, your website performance, and the perception of your consumers concerning your brand.

Some of the most important Web analytics terms you need to be aware of :

  • Data
  • Impression
  • Keyword
  • Organic Search
  • Page Views
  • Heatmaps
  • Page Speed
  • Anchor Text
  • Broken Link
  • Chatbot
  • Voice Search Impact
  • Meta Tags
  • Redirect
  • 404 Error
  • Click-through
  • Landing Page Link
  • Referrals
  • Cookie
  • Page Tags
  • Dimensions
  • Audience
  • Google Tag Manager
  • Web Property And Other
  1. Mobile Marketing

It is a very important topic to cover in the digital marketing study. Mobile marketing has increasingly gained prominence. It is decidedly the most frequently used device for online users.

Whether it is video, articles, blog posts, or social media consumption mobile leads among the devices used for online consumption. All the leading business organizations and e-commerce enterprises have an optimized mobile page.

This helps users to navigate to the different pages of a website and complete the goals whether it is buying some product or getting information.

Mobile apps are sometimes slightly different from desktop applications because they incorporate a lot of things that should be included to optimize the user experience. Mobile marketing has greatly enhanced the chances of businesses to promote their products and increase sales.

Veterans in digital marketing who have been a part of several big projects emphasize learning mobile marketing to be able to leverage the benefit of the internet medium optimally. If you consider yourself, have your mobile with you almost 90% of the time if not more.

Some mobile marketing terms that are mandatory to be well versed with are as follows:

  • Application Programming Interface Also Is Known As API
  • App Monetization
  • App Optimization
  • Mobile Campaign
  • CPC
  • Conversion Rate
  • Cohort Analysis
  • Demand-side Platform
  • Artificial Intelligence
  • Inbox
  • Customer Journey
  • Direct Traffic
  • Funnel Analysis
  • Automation
  • Geolocation And Geofencing
  • Machine Learning
  • Marketing Platform
  • Omnichannel Marketing
  • SMS Marketing
  • In-App Notification
  • Push Notifications
  • In-App Messages
  • App Install
  • Location-based Advertising
  • Multi-touch Attribution
  • Multi-channel Marketing with others

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