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Perusal Tech Pvt Ltd

• 01 May, 2021

DIGITAL MARKETING

WHAT IS DIGITAL MARKETING?

Also known as Online Marketing/Internet Advertising is the promotion or advertising of brands delivered through digital channels such as search engines, websites, social media, email, and mobile apps to connect and engage with current, prospective and potential customers/audiences by using the internet or other forms of digital communication. Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands. It encompasses all marketing efforts that use an electronic device or the internet. The actual difference is, you connect with and influence the customers online. Email marketing, pay-per-click advertising, social media marketing and even blogging are all excellent examples of digital marketing. They helps in introducing people to your company and convince them to buy your product or use or service. Essentially, if a marketing campaign involves digital communication, it’s digital marketing.

CHARACTERISTICS OF DIGITAL MARKETING :

(1) ADAPTABLE : An effective Digital Marketing campaign should be adapted to the situations of the the targeted audience. For eg., A lady has visited your clothing website and has already put some of the clothes into the shopping cart. However, she then received a call from someone and forgot to checkout and complete the order. It would be appreciated if you will be able to remarket her and show her the details of the wishlist or cart again but would it be much better to ask her to checkout the shopping cart with a direct link? Try to track such various buying signals and create adapted call-to-action messages. Like this customers are served and communicated with reasonable responses.

(2) MEASURABLE : Digital Marketing campaign has to be highly measurable in sense of data. Doesn’t matter what content you are putting up on social media or that you’re trying to create offline events that invites your customers or clients to play around the installation, you have to be aware of the data you can gather while doing so. The data you will gather will eventually be your marketing asset as it will tell you whether you are doing right or wrong and will even give you Insights on what you may do next. These data has to be meaningful to be measurable. It must define precisely about the valuable conversions in your campaign right before launching it.

(3) MULTI-CHANNEL : A remarkable Digital Marketing Campaign must use several channels to syndicate the message. The target audience access information from multiple devices and from various media channels. Wouldn’t it be wonderful if the lady read your call-to-action messages whilst browsing some other websites? It would be great is she recieves a reminder mail with a direct checkout link, isn’t it? Can she scan a QR code on a magazine to visit your clothing website again to finish the checkout? Just think of how your target audience would access the content you are providing and make them easy to response in different ways. This also increases the market value of the product and the brand. Killing two birds with one stone.

(4) TARGETED : The content you are presenting should focus on a group of people called TARGETED AUDIENCE. Products are made and services are delivered keeping in mind the audiences’ needs and requirements. Therefore, it’s highly mandatory for the business to deliver the message specifically to the targeted reach. This can increase the engagement of your customer base. When your content is attracted to the target people, the message behind it looks effectively delivered. Imagine that lady who is going to buy those clothes, and some day when she’s browsing her Instagram feed and read a piece of content about clothing styles from a website, she will be happy to carry on reading it, whether it’s an organic or sponsored story.

(5) REMARKETING : A promising Digital Marketing Campaign should be able to remarket the interested audience. You have already targeted the clothing-sassy lady on Instagram. She has already clicked and read your content about the clothing styles. It is a strong signal that this Instagram user has a high interests in clothing but she didn’t ordered them the first time she read the content. Why not showing her the content again and persuade her to complete the order? Your product might not be the best choice to her but buying or not is all about the moment. Give her enough impressions and make her become your potential customer.

FEATURES OF DIGITAL MARKETING :

(1) RESULT ORIENTED APPROACH : It is said that, “Competitors push you to achieve more.” There is cut-throat competition going on between business and marketing since forever. There are advanced strategies incorporated in Digital Marketing to improve websites’ search engine ranking which help’s sites to come on top of the Search Engine Results Page (SERP). These strategies provide businesses with an edge over their competitors. Such as SEO (Search Engine Optimization), which is a strategy to drive high quality intent-based traffic to your page.

Apart from this, there are different kind of tools to monitor the actual impact, i.e the rate of converting this traffic into genuine leads or actual customers. These results help digital marketers to understand if they are targeting the right kind of traffic, and not just acquiring unnecessary attention. One such strategy is CRO ( Conversion Rate Optimization), which helps in targeting specific audience who show more potential in converting into a customer. By displaying a breakdown of all these traffic information points, this intelligence helps marketers prioritize marketing channels and plan their campaign’s media distribution intelligently.

(2) DIRECT AND NON-INTRUSIVE AUDIENCE REACHOUT : So, how exactly does Digital Marketing help in establishing a business?Highly impactful visual content is created for and widely promoted over Social Media Channels. Through such networks, buyers can gain information about products and services, and may even influence their peers. Through Digital Marketing, marketers can reach out to customers any time without bothering them with unnecessary and incessant phone calls and other such intrusive and outdated methods. For example, marketers could send an email newsletter inviting customers to make a purchase and learn more about the offering and the brand behind it, without disturbing them.

(3) FOCUS TARGETED AUDIENCES : Unlike the magazines, newspapers or traditional Television ads, Digital Marketing is not limited to only targeting a small group of audience. Digital Marketing permit brands to reach out to people and communicate about their products using social media, emails, websites, newsletters, etc. Targeting internet users and converting incoming traffic into leads or subscribers, is what this feature accurately states. There are various strategies involved in targeting the audiences which help in driving traffic, hence, attracting the attention of people towards their brand or products or services, if it is freshly launched. There are other strategies which help marketers to draw the attention of the right kind of traffic who have more chances to convert into customers.

(4) INTERACTIVE COMMUNICATION : Communication is all about exchanging of information between a sender and a receiver. What ensures the success of Communication is the “Feedback”. Feedback is what has made Interactive Marketing possible. Now, its possible for customers to communicate with the companies about their products and services through digital platforms in the form of feedback. These feedback contributes in making the brand offerings better. Today, easy-to-use tools makes it easier for companies to solicit feedback and also track customers’ behaviours or reactions to the products/services. Hence, companies can tailor marketing communication and product offerings as per consumer satisfaction and requirement.

IMPORTANCE OF DIGITAL MARKETING :

(1) ONLINE CUSTOMERS : There are more people to reach out to when you practice DIGITAL MARKETING. Your business needs exposure to find customers, and the online market is the best way to make it happen. So when people hear about your business, they want to learn more about it. They want to check your presence online to know if you really do exist. If people can’t find anything about you online, chances are you’ll lose them as a potential customer. Therefore, it helps in legitimising your brand in customers’ mind.

(2) BETTER ROI : Various businesses claim that doing advertisements and promotions online, whether it is paid or free, has a better return on investment. It’s possible to have a higher conversion rate or return on investment because most of your customers can be seen online. If you are able to know who your target audiences are, you can lay out a strategy that you need to turn your leads into customers.

(3) ONLINE COMPETITORS : You have to pay attention towards your competitors and learn from what they are doing and remember to take notes of it, this is another strategy to drive more customers to your website and for a successful business. They are also establishing themselves online and bringing more traffic to their site. Competing in a digital world will help you boosting your business through digital marketing platforms. There are digital marketing tools available online that marketing professionals use for their online marketing platforms.

(4) REACHING OUT CUSTOMERS : Building professional relationships with your customers is another way towards a successful digital marketing campaign. The main and vital aim of digital marketing is to provide excellent customer service meaning marketing experts must build relationships with customers by reaching out to answer their queries, solve issues they encounter about a product, and to turn them into regular customers. When you build a good relationship with your audience, it boosts your business.

(5) COST-EFFECTIVE AND FASTER : Digital marketing is affordable than traditional marketing. If you are a business with limited pool of resources, spending money to advertise traditionally is not enough. Even the need to print flyers for your business is expensive and time-consuming. But, with the help of digital marketing, your small business can start the process immediately. You only need to conduct some studies and then try any of the types of digital marketing platforms.

* To be continued.