THE PHASE OF DIGITAL WORLD AND DIGITAL MARKETING.
- There are 4.72 billion internet users in the world today.
- The total number of internet users around the world grew by 332 million in the past 12 months – more than 900,000 new users each day.
- The average global internet user spends almost 7 hours online each day.
This shift has massively affected how people purchase products and interact with businesses.
As a company or organization, It’s very important to capture the digital world by your company’s online advertising presence, by building a brand, providing a great customer experience that will definitely bring more potential customers and more, with a specific and productive digital strategy.
What is Digital Marketing?
Digital marketing also called online marketing, means the promotion of brands to connect with potential customers using the internet and other forms of digital communication. Digital marketing not only includes Email marketing, pay-per-click advertising, social media marketing, and blogging but also text and multimedia messages as a marketing channel. digital marketing help companies or business to introduce themselves to people/customers and convince them to buy the company products.
Digital marketing is not only today’s concept it has a long history, so let us see.
The History Of Digital Marketing
The early idea of marketing products through electronic media came a few years after 1896. Why the year 1896 is so important what happened in 1864?
A scientist named Guglielmo Marconi invented the radio. In 1896 Guglielmo Marconi first of all demonstrated a “public transmission of wireless signals.” Quickly after his little demonstration in England, morse signals were transmitted across open water. but it took another 10 years for the radio to reach the general public.
It was obvious that the creators didn’t take a long time to realize that they can use it for marketing and selling goods and services.
The first live broadcast was from an opera performance at the Met and guess what people did after it?
people bought the show tickets in a very large number!!! and thus how the digital marketing strategy was born.
The word Digital Marketing was popularised at the beginning of the 20th century. As in the 2000s, there was a sudden increase in the number of Internet users was noticed and with the birth of the iPhone. The market customers began searching for products and making decisions about their needs online first, instead of consulting a particular salesperson.
In 2007 the digital marketing was upgraded marketing automation was developed Marketing automation is the process by which software is used to automate conventional marketing processes, It helped companies to segment and categorize customers this also helped companies to launch multichannel marketing campaigns, and also provided personalized information for customers, based on their specific activities and searches.
In 2013 and 2014 With the more development of social media, such as LinkedIn, Facebook, YouTube, and Twitter, consumers became highly dependent on digital electronics in their daily lives. Therefore, they expected a seamless user experience across different channels for searching product information. The change in customer behavior improved the diversification of marketing technology.
Digital Marketing is important Why?
Digital marketing can be done electronically and online. This means that there are far more possibilities for brands to reach customers, including email, video, social media, and search engines. which is not possible in the case of traditional marketing.
At this stage when almost all consumers are using the internet, digital marketing is very essential for all businesses and companies to promote their brand awareness. It seems like every other brand has a website. And if they don’t, they at least have a social media presence or digital ad strategy. Digital content and marketing are so common that consumers now expect and rely on digital channels as a way to learn about brands.
There are so many strategies and options that are associated with digital marketing, you can get creative and experiment with a variety of marketing tactics on a budget. With digital marketing, you can also use tools like analytics dashboards to monitor the success and ROI of your campaigns more than you could with traditional promotional content — such as a billboard or print ad.
Digital Marketing v/s Traditional Marketing?
The basic difference between digital and traditional marketing is the medium through which it encounters an audience and sends marketing messages. While traditional marketing uses traditional media like billboards, magazines, television, radio, and newspapers, digital marketing uses digital media such as social media, websites, and other digital channels.
For sure, traditional marketing doesn’t mean it’s old-fashioned. Traditional marketing still plays an important role in people’s lives with the ever-growing need to step out of the digital world. The immersive experience of an impactful TV commercial differently hit Subconsciously. through such ads people attach themself to the brand emotionally, meaning they will stay at the top of your mind.
In the same way, digital marketing is just as important as traditional or we can say even more. Digital marketing uses every touchpoint of your daily use of the internet to reach you. The digital marketing monitors what people searches and then particularly target each customers Using the internet for several hours each day is a normal part of most people’s day to day life. Digital marketing just uses this to its advantage by cleverly weaving in marketing communications into every digital channel.
Now the question arrives that Which type of marketing should we use?
So let us see the advantages and disadvantages of both digital marketing and traditional marketing ::::::::::
Advantages of Digital Marketing
Makes clever targeting possible
Through digital marketing, we can particularly target our consumers like what they really want, and then we can tailor our ads accordingly and provide our consumers what they want.
More possibility of engagement
Through channels such as social media, we can physically see what our audience thinks of our brand and marketing efforts. If our marketing has been shared, liked, and had plenty of positive comments, we know we’re doing something right.
Easy to measure your campaigns
On the flipside to traditional marketing, the specifics of digital marketing tracking are exceptionally in-depth. This makes your learnings extremely clear for your next round of marketing efforts.
Disadvantages of digital marketing
Digital ads can be soo annoying
Think about the moment you’re scrolling your social media and interacting with your friend or you are watching some interesting youtube video and suddenly an ad pop up you will definitely feel annoyed and irritated if the ad is not of your use. It’s sure to make you actively dislike the very brand doing the clever targeting.
Digital marketing efforts like Google ads, banners, promo emails or social media ads can have a fleeting, temporary character. They’re intangible and can easily be ignored. If your target audience keeps scrolling or clicks to the next page your ad will be gone from their screen.
To get the most out of your digital marketing efforts there is a lot to learn. Each channel usually requires its own specialist, from search engine marketing to social media, each channel requires a pro to get the best bang for your buck. However, a grass-roots social media marketing strategy is a great place to start.
Advantages of traditional marketing
According to some scientific studies it was found that Seeing something in real life rather than on your phone is more likely to be remembered. The anticipation of the new Super-Bowl ads or a beautiful and impressive window display is more likely to stay in your mind than a Social media ad that you’ll probably scroll past in just a few seconds.
More Impressive and easy to understand
A visually bold billboard or a striking TV commercial is a normal part of most people’s day-to-day lives. They’re easy to digest and often entertaining.
Printed marketing materials are more permanent
If you have an advert in an issue of The New York Times it will be there until the magazine is recycled. Which is great if the consumer is an avid collector.
Disadvantages of Traditional marketing
No direct interaction with the consumer
While we use social media marketing we ate directly interacted with the consumer, but in the case of traditional marketing, we are more or less in the dark about our audience’s reaction to our marketing efforts.
More difficult to measure campaigns
There are ways to measure traditional marketing campaigns such as brand trackers but they are nowhere near as in-depth or intelligent as the tools available for digital . .
DIGITAL MARKETING STRATEGIES
The list of digital marketing strategies is also constantly unfolding here are some of the most used marketing strategies::::::::
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Other channels where you can use PPC include:
- Twitter Ads campaigns: Here, users can pay to place a series of posts or profile badges to the news feeds of a specific audience, all dedicated to accomplishing a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
- Sponsored Messages on LinkedIn: Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background
Paid ads on Facebook: Here, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the newsfeeds of people who match your business’s audience.
PAID SEARCH ADVERTISING
Google, Bing, and Yahoo all allow you to run text ads on their Search Engine Results Pages (SERPs). Paid search advertising is one of the best ways to target potential customers who are actively searching for a product or service like yours.
SEARCH ENGINE OPTIMIZATION (SEO)
If you don’t want to pay to show up in the SERPs, you can also use search engine optimization (SEO) to try and rank pages or blog posts on your site organically.
The “art and science” part of SEO is what’s most important. SEO is a science because it requires you to research and weigh different contributing factors to achieve the highest possible ranking. Today, the most important elements to consider when optimizing a web page include:
- Quality of content
- Level of user engagement
- Number and quality of inbound links
The strategic use of these factors makes SEO a science, but the unpredictability involved makes it an art.
In SEO, there’s no quantifiable rubric or consistent rule for ranking highly. Google changes its algorithm almost constantly, so it’s impossible to make exact predictions. What you can do is closely monitor your page’s performance and make adjustments accordingly.
PAID SOCIAL MEDIA ADVERTISING
Most social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest and Snapchat will allow you to run ads on their site. Paid social media advertising is great for building awareness with audiences that might not be aware that your business, product, or service exists.
Social Media Marketing
This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:
Like SEO, social media marketing is the free, organic way to use social media platforms like Facebook or Twitter to market your business. And, just like SEO, organically marketing your business on social media takes a lot more time and effort, but in the long run, it can deliver much cheaper results.
SEO is a major factor in content marketing, a strategy based on the distribution of relevant and valuable content to a target audience.
As in any marketing strategy, the goal of content marketing is to attract leads that ultimately convert into customers. But it does so differently than traditional advertising. Instead of enticing prospects with the potential value from a product or service, it offers value for free in the form of written material.
As effective as content marketing is, it can be tricky. Content marketing writers need to be able to rank highly in search engine results while also engaging people who will read the material, share it, and interact further with the brand. If the content is relevant it will definitely establish a strong relationship throughout the pipeline.
With sponsored content, you as a brand pay another company or entity to create and promote content that discusses your brand or service in some way.
One popular type of sponsored content is influencer marketing. With this type of sponsored content, a brand sponsors an influencer in its industry to publish posts or videos related to the company on social media.
Another type of sponsored content could be a blog post or article that is written to highlight a topic, service, or brand.
Have you ever get to the bottom of an article and see a list of suggested articles? That’s native advertising. Most native advertising falls under content marketing because it uses content to attract clicks (“you’ll never believe what happens next!”). Often, native advertising can be a bit hard to spot, since it is usually mixed in with non-paid content recommendations…but that’s kind of the point.
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people toward the business’s website. The types of emails you might send in an email marketing campaign include:
- Customer welcome emails.
- Holiday promotions to loyalty program members.
- Tips or similar series emails for customer nurturing.
- Blog subscription newsletters.
- Follow-up emails to website visitors who downloaded something.
Affiliate marketing is the process of earning a commission by promoting other people’s (or company’s) products. You find a product you like, promote it to others and earn a piece of the profit for each sale that you make.”
This is a type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website. Affiliate marketing channels include:
- Hosting video ads through the YouTube Partner Program.
- Posting affiliate links from your social media accounts.
- Reviewing a particular product and promoting it in your blogs
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