Digital Marketing

By: Jeremy Kurian

Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers. The key objectives are to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio. Digital marketing activities include search engine optimization (SEO), search engine marketing (SEM) , content marketing, influencer marketing, content automation, e-commerce, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, etc.

In simplistic terms, digital marketing is the promotion of products or brands through one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t, typically in real time.

Why is Digital Marketing Important?

Digital media are so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people get about your products or services come from you and consist of only what you want them to know. Digital media are an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences.

What Does a Typical Digital Marketing Campaign Include?

It is common to see some digital marketing campaigns with:

  • Search engine marketing: Either through a content strategy and SEO or through paid search advertising.
  • Social media promotions: paid advertising on Facebook, as well as promotions on Twitter, Pinterest and Google+.
  • Mobile marketing promotions: development of native apps that are available via Google Play and iTunes
  • Email marketing: promotions of products or services through email marketing campaigns

Challenges Faced by Digital Marketers

  • A wide variety of platforms and behaviors. Consumers use multiple digital channels and a variety of devices that use different protocols, specifications and interfaces – and they interact with those devices in different ways and for different purposes.
  • Intense competition. Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, it’s becoming a lot harder to capture consumers’ attention.
  • Exploding data volumes. Consumers leave behind a huge trail of data in digital channels. It’s extremely difficult to get a handle on all that data, as well as find the right data within exploding data volumes that can help you make the right decisions. It’s not enough to just know your customers; you must know them better than anybody else so you can communicate with them where, when, and how they are most receptive to your message. To do that, you need a consolidated view of customer preferences and expectations across all channels – the web, social media, mobile, direct mail, point of sale, etc. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your insight into customer behavior and preferences, the more likely you are to engage them in productive interactions.

Conclusion

It is important to know the differences between the different marketing theories so that you can select the most appropriate tools to use in your campaigns. Digital marketing is the future of marketing and will gradually gain more ground. Social media, on the other hand, is a new way to connect with other people. It is part of digital marketing and it’s here to change the way we find new customers and promote our products.

 

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9 thoughts on “Digital Marketing

  1. sarajanecox November 19, 2015 / 6:30 pm

    From a marketing standpoint digital marketing has many pros and cons. From a positive perspective marketers are able to reach a wide variety of generations through various social platforms. For example if some shares a product or service she enjoyed she is able to show that product to her friends and families. On the contrary, if a someone shares a product or service in a negative light this will be a reflection of the product online for many to see. People base many decisions around others opinions which is why it is vital for companies to allow feedback on their webpages. This will create a good CRM experience. Customers who are shopping online enjoy when companies value their opinions/ positive negative feedback. Social media allows for fluid conversation between consumers and companies. From a campaign standpoint digital marketers have a lot to consider. Some of the major challenges marketers face in the online space are the multiple platforms available and competition. It is important to for marketers to seriously consider their competition and see how they are using each channel. Effectiveness of multiple platforms is an essential part of being a successful company in today’s society. So many people are constantly engaging in online activities so it is important for digital marketers to use each platform to its fullest potential. It is important when launching campaigns they are cross functional amongst all platforms to create a consistent users experience. For example if a company just recently gained a Snapchat account they could promote is across all of their social media channels. When a customer goes to each of the social media accounts they will see a consistent message which will generate traffic to the new Snapchat account. When looking at similar competition it is important to see which companies are really using their platforms effectively and how they are using them. Which posts are getting the most likes and interaction with people in the online space. As a company you want your advertisements to be memorable and stick out. There are so many companies in the online space because it a cheap and effective approach in comparison to traditional marketing. Having a catchy advertisement unlike anyone else will make you stand out. Digital marketing helps marketers reach a large audience because different generations are engaging in different channels. If companies have controlled marketing campaigns it will be nothing but beneficial to their organization.

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    • Hardeep Marwah November 21, 2015 / 6:49 pm

      I think the biggest challenge with Digital Marketing is to get a share of time of the target market audience as with increase in the content and dynamic nature of this content it is becoming increasing difficult to get a mind share. Another issue I feel is to put together a metrics around success of digital marketing as it is becoming more complicated to ascertain what led the customer to make a buy decision. For e.g. a savvy customer may view an online ad, followed by a detailed commercial on TV and referral from face book friends which she supplements with an in-store visit with detailed discussion with sales rep but then she buys on amazon. So I think it is tough to ascertain how successful the digital marketing. Nevertheless digital marketing is essential component of the overall marketing strategy.

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  2. Hardeep Marwah November 21, 2015 / 6:49 pm

    I think the biggest challenge with Digital Marketing is to get a share of time of the target market audience as with increase in the content and dynamic nature of this content it is becoming increasing difficult to get a mind share. Another issue I feel is to put together a metrics around success of digital marketing as it is becoming more complicated to ascertain what led the customer to make a buy decision. For e.g. a savvy customer may view an online ad, followed by a detailed commercial on TV and referral from face book friends which she supplements with an in-store visit with detailed discussion with sales rep but then she buys on amazon. So I think it is tough to ascertain how successful the digital marketing. Nevertheless digital marketing is essential component of the overall marketing strategy.

    Like

  3. Courtney Aznavoorian (@CourtneyGraceAz) November 30, 2015 / 9:10 pm

    Digital marketing can be very beneficial to a company, but it can easily get out of control as well. As you mentioned, anyone can look up information about a company and see what they say as well as what anyone else says. People are more influenced by other people instead of the company because they know that the company is just trying to sell something to them.

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  4. Melissa Miller December 2, 2015 / 3:04 pm

    Digital Marketing has become such a huge marketing tools for companies. They now have access to reach people globally and quickly. The company I work for has an entire Marketing Team working the company’s digital marketing strategy. Being able to market online has become such a huge asset to the company. With digital marketing becoming increasingly popular comes with the added element of being able to effectively reach your target audience. Often companies have difficulty trying to reach their targeted audience which makes the money they put into their online strategy a waste.

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  5. VISHNU VARDHAN KARUKONDA December 9, 2015 / 8:19 am

    I agree with your opinion that digital marketing is the future marketing, I think in the future social media plays main role in the digital marketing as it is spreading very fast. It gives more and correct information to the customers. Digital marketing reaches globally very quickly to the targeted customers and also create customers to the company, even the cost for the digital marketing is very low when compared to others marketing.

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  6. Brad Daly December 10, 2015 / 1:42 am

    Digital marketing has gained immense ground with the advent of high speed internet, technological innovations, and being able to reach a mass number of people with relative ease. Digital marketing is easily one of the greatest assets a company can have if they have the proper team in place to do it and that they do the proper research and targeting of their desired consumer and reach them through the proper channels in order to reach the largest amount of people with the greatest efficiency and cost effectiveness.

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  7. MIchael Arcidi December 10, 2015 / 9:09 pm

    I completely agree with your conclusion as I also believe that digital marketing is the future of marketing. As the world has become globally connected via the internet, digital marketing has become both cheaper and more efficient at reaching the mass markets. However, digital marketing does come with its drawbacks, in a time when as have become so cheap, attention has become costly. Consumers have become used to the constant bombardment of digital ads, and tend to ignore the majority of them. In order to attract the attention of todays consumers through a digital platform, marketers must be highly original and emotionally appealing.

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  8. Megan Lac May 5, 2016 / 11:45 pm

    Due to digital marketing and accessibility of information, marketing as a whole is changing. Since customers can now search and research products at their fingertips marketers need to come up with new and exciting ways to attract customers. This is why, as you said, it is important to know the different marketing theories so businesses can use the appropriate one for their customers.

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