Digital marketing uses online channels—search, social, email, websites, messaging—to attract, engage, and convert customers. You need it because your buyers research and compare online first; showing up with the right message at the right time lowers acquisition costs and increases measurable revenue.

• Targeting: Audience, intent, and behavior targeting vs broad reach
• Measurement: Clicks, leads, revenue tracked end-to-end vs sampling and proxies
• Speed: Launch/iterate daily vs long production cycles
• Cost: Start small, scale by ROI vs fixed spends

Start with a core trio:

• Google Search Ads + SEO for high-intent demand
• Meta (Facebook/Instagram) for discovery and retargeting
• WhatsApp/Email for nurturing and closing

Add Display, YouTube, or LinkedIn as your CAC targets are met.

For SMEs in India, a practical starting band is 5–12% of monthly revenue across media + services. Early-stage or high-growth brands may invest more to capture market share. Anchor spend to CAC/LTV, not vanity metrics.

ROI = (Attributed Revenue − (Ad Spend + Fees + Tools)) ÷ (Ad Spend + Fees + Tools). Track with conversions and offline import (calls, store visits, CRM deals).

Guardrails: Use last-click for control, data-driven or position-based for strategy; reconcile with finance monthly.

• Do-it-yourself: Good for micro budgets & learning. Slower.
• Freelancer: Cost-effective for single channel execution.
• Agency (like TMS): Multi-channel strategy, creative, analytics, and speed. Best when ROAS matters and you need scale.

You bid on keywords or audiences; ads enter an auction each time someone searches or visits. Rank depends on your bid, ad quality, and expected impact (Ad Rank). You pay mostly per click (Search) or per 1000 impressions (Display/YouTube).

Costs vary by industry and city. For testing, start with a clear daily cap (e.g., ₹1,000–₹3,000/day) on a tight keyword set and one high-intent landing page. Scale when CPAs stabilize.

• Mirror keywords in ad copy and H1 on the landing page
• Speed & UX: <3s load, clear CTA above the fold
• Tighten ad groups; avoid keyword sprawl
• Use all relevant assets (sitelinks, callouts, structured snippets)

If conversions ≥ 15–30 in 30 days, use tCPA or tROAS. If new, start with Maximize Conversions (with a cap) or Manual CPC, then graduate to smart bidding as data accrues.

Yes—especially for local awareness, lead gen, and retargeting. Pair with WhatsApp CTA for faster conversions in India.

• Offer clarity: One promise, one CTA
• Creative: Native-looking video or carousel demos
• Social proof: Ratings, client logos, numbers
• Landing page: Matches ad promise; loads fast

Instagram uses the same Meta system as Facebook. Use Reels/Stories for reach and top-funnel, Feed/Explore for engagement and conversions. Let Advantage+ placements test, then fix what wins.

Common windows: 7–9am, 12–2pm, 6–9pm (IST). Validate in Insights; consistency beats exact timing.

• App: Free, manual replies, single device, basic labels
• API: Scalable, multi-agent inboxes, chatbots, CRM integrations, template approvals, pay-per-conversation pricing

Growing teams should use the API via a BSP (like TMS partners).

Yes—with prior opt-in, approved templates, and an easy opt-out ("Stop"). No cold-spam. Follow Meta's Commerce and Business Policies.

Promotional: Offers/marketing—usually 9am–9pm windows, requires consent; DND numbers may be restricted.

Transactional/Service: OTPs and critical updates; 24×7 delivery allowed.

Register on a DLT platform, get your Header/Sender ID approved, pre-approve content templates, and honor DND and opt-outs. Keep audit trails.

• B2C: Instagram, Facebook, YouTube; WhatsApp for service
• B2B: LinkedIn, YouTube; retarget on Meta; founder on X
• Local: Google Business Profile + Instagram

3–5× weekly per core platform. Mix: education (40%), proof (30%), offers (20%), culture (10%). Video first; carousels for depth; Lives/Stories for intimacy.

Yes—especially paired with WhatsApp and retargeting. It's owned, low-cost, and great for education and upsells.

• Lead magnets (pricing guides, checklists, demos)
• Exit-intent popups; embedded forms; gated tools
• Offline to online (QR at store/events) with explicit consent

Start weekly or bi-weekly; keep value dense. In India, decent open rates are often 20–35% depending on list quality and segment.

• Authenticate (SPF, DKIM, DMARC), warm up, prune inactive users
• Avoid spammy words; send consistent volumes and timing
• Use subdomains for marketing vs transactional mail

A focused website or landing page improves trust and tracking. Conversion tracking records actions that matter (leads, purchases, calls) so you can optimize and prove ROI.

Install GA4 via GTM; configure events (lead, add_to_cart, purchase). Add Google Ads tag and Meta Pixel. Test with debug tools; mark primary conversions and deduplicate.

SEO improves organic visibility via technical health, content, and links. Expect meaningful movement in 3–6 months and compounding thereafter—faster in local niches.

Optimize your Google Business Profile (categories, photos, services), NAP consistency, local pages, and reviews. Post weekly; use UTM links on call/chat buttons.

• Ask for relevant case studies with real numbers
• Meet the actual team who'll run your account
• Check measurement plan and reporting cadence
• Look for test plans, not generic packages

• Retainer: Ongoing optimization; best for compounding results
• Project: Audits, builds, one-off launches
• Performance-linked: Only when tracking and margins are airtight

Typical commitment: 3–6 months to hit steady-state performance.

• Clear plan with KPIs, testing roadmap, and responsible owners
• Weekly check-ins; monthly strategy reviews; transparent dashboards
• Creative + landing page support, not just button-pushing

• Run remarketing on Meta/Google; trigger WhatsApp/email with cart links
• Offer COD + prepaid perks; simplify checkout; show trust badges
• Use Shopping ads, Performance Max, and product feeds

• GBP optimization + local landing pages + Call/WhatsApp CTAs
• Radius-based Meta/Google Ads; promote reviews and offers
• Use click-to-WhatsApp and call extensions for instant contact

Yes—especially with founder-led content and case studies. Use LinkedIn for account targeting; retarget with Meta; capture via gated assets and SDR follow-ups.

• Mismatched offer–audience–page fit
• Weak tracking: optimizing to clicks, not conversions
• Spread budgets thin; no single winning path

Fix: sharpen offer, tighten audiences/keywords, rebuild the landing page, and set real conversion events.

• Start with one funnel: Search intent → WhatsApp/Lead → Nurture
• Use remarketing everywhere; recycle best organic posts as ads
• Invest in landing page clarity—it multiplies every rupee spent

Tracking/analytics, creative production, and campaign optimization. Keep brand voice/offer decisions in-house.

Expect 2–4 weeks to stabilize tests, 6–12 weeks to hit target CPA/ROAS, assuming responsive approvals and usable budgets.