What is Digital Marketing:
There are many definitions in recent digital era and some of the simplest definitions are
Digital Marketing is traditional Marketing which focuses on using digital channels to communicate with customers and promote products and services.
Digital Marketing is the promoting of brands, products using all forms of digital advertising channels to reach consumers. This now includes Television, Radio, Internet, Mobile,social media marketing and any other form of digital media.
Most of part of Digital Marketing deals with many of the techniques and practices of Internet Marketing, but Digital Marketing is wider term and extends beyond Internet Marketing. Digital Marketing achieves its objective by including other channels to reach people that do not require the use of The Internet. That means Digital Marketing involves usage of whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor.
Digital marketing comprises set of marketing pieces and campaigns that incorporate some or all of the below characteristics:
Based largely on the Web and/or mobile applications
Offer “experiences” and “immersion” versus simple impressions
Create dialogue and “conversation” between company and customer
Measurable as to outcomes
Potentially quick revolution and can be changed quickly and on the fly
How Digital Marketing is different from Traditional Marketing:
Traditional Marketing uses demographics to attempt to narrow a large population down to a targeted ‘potential’ viewer and then interrupting masses of these targeted people with ads be it on TV, print or on billboards but as this video suggests an over reliance on this won’t work. As slowly more and more people move online, we can hope to see less of this kind of marketing and more digital marketing.
Digital Marketing is the reverse because it is the very targeted viewer (consumer) searching for very specific content. Thus, the strategy of Digital Marketing is very different and most of all it is very much measurable.
And Digital marketing is relatively inexpensive. Companies can reach a wide audience for a small fraction of traditional advertising budgets.
The nature of the medium allows consumers to research and purchase products and services at their own convenience: An internet marketing campaign puts an organization’s message in front of consumers precisely when they want it.
Which is the best approach – Digital or Traditional?
It all depends on your marketing objectives and type of product. We cannot really pin point as generic strategy.
But advantage in today’s marketplace for digital marketing is that it offers a lot of flexible options for your marketing. Whether you choose social media, email campaigns, online ads, web video, or any of the other digital tools at our disposal, traditional marketing just can’t match the speed, low cost and instant feedback you get with digital marketing.
But traditional marketing will always be relevant, even essential. But the efficiencies of digital technology — a website, social media, video — can make delivering their new message a lot easier and less painful.
Despite all the buzz out there, we really need not have to think about who will win the traditional versus digital marketing debate. They both win in one way or other.
It’s the choice we make for Product/Brand Marketing.
Digital Marketing Components:
Online Marketing – Search Engine Marketing (SEM)
- Video Search Engine Optimisation (VSEO)
- Social Media Optimisation (SMO)
- Blogs & Forums
- Online Display Advertising
- eMedia
- Website Optimisation
Mobile Marketing
- eMedia
- Messaging
- Mobile Internet
- Mobile Aps
Radio Marketing
-Radio Advertising
- Podcasts
- Interviews
- Sponsorship
TV Marketing
- TV Advertising
- Sponsorship
- Product Placement
- Interviews
Main reasons responsible for growing popularity of online Digital marketing:
1. Making You Go Global: Imagine sitting in the comforts of your home in Bangalore and selling your product to a guy sitting in Texas, US. Now you are only a mouse click away from the global products or from promoting your services and goods to the global audience. All you need is an internet connection, ecommerce website with your desired catalogue and you can wait for the orders pouring in.
Now a days, most of the online marketing websites uses geo location software to display the relevant content to the site visitor based on the location. This means targeting the audience with right content. Moreover Google uses this principle to populate search results.
2. 24*7 Advertisement: Another benefit enjoyed by the advertisers using online marketing is the 24 hour availability of their advertisement over the World Wide Web. This enables the publicity of their product through out the day and also during the night.
3. Detailed Product Catalogs: You can The flexibility of having detailed, some times shorter, and dynamic catalogs makes a Digital a great place to market.
4. Pocket Friendly: When compared to the traditional marketing, means like television advertisements of publishing ads in the local or national newspapers, online marketing scores again by being most inexpensive. To get started all you need to do is own a website and with website creation softwares, developing a website is a child’s play. You can even make a one time investment and take the help of professionals in coming up with a SEO website which will give it a more professional look bringing in more user hits. With the availability of the cheap hosting space online marketing is finding many customers.
5. Accountable and Improved Return on Investment (ROI): Online marketing has another advantage in offering in terms of ease of measuring statistics with the helps of numerous web analytics tool available like google analytics. By deploying various means like pay per click or pay per action or even pay per impression, you as an advertiser can determine what catches the audience’s fancy. Tracking of website traffic can also be a testimonial of your surging popularity. Also more number of visitors will result in more business thus resulting in huge ROI.
6. Faster Communication and Larger Reach: Faster and effective communication plays an important role in promoting business in this competitive world. Online marketing helps in faster communication of news and advertisements to the customers. Also an advertisement displayed using traditional marketing means of television ads and newspaper ads would only be targeting a specific audience whereas by sending promotional emails or setting up your website you can catch the attentions of a wider audience. Using direct marketing technique of emails you can read the pulse of the customer and also keep them updated about the new arrivals in your stores or the latest release of your product.
7. Making Customer Feel Truly Like a King!: Online marketing is a truly enriching experience for the customer as he is quickly directed to his items of interest based on the keywords he had entered in the search engine.
You can make a purchase irrespective of the place and time if you have a credit card. Always ensure an authentic payment gateway is being used while making online purchases. Also because of extensive competition over internet customers can get the product of their choice at very competitive prices making them the ultimate winner!
With hectic work schedules, more and more people are getting dependent on internet to make their purchases which help them in saving time by avoiding a trip to the store and also help them in striking good deals from the confines of their homes. Online marketing with its multifaceted advantages have changed the way the world does business.
Going ahead, I would like to touch upon Internet Marketing, SEO Tools and technology, how it is little different from Digital Marketing and popular Digital Marketing tools widely used in Market.
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