Digital marketing is basically the promotion of products or brands or etc via one or more forms of electronic media. And it differs from traditional marketing. It involves the use of channels and methods that enable an organization to analyze marketing campaigns. And also giving opportunity to understand what is working and what isn’t – typically in real time.
Digital marketers always monitor over their strategy if it is working or not. They observe the percentage of people engagement, what is being viewed, how often and for how long, sales conversions, what content works good, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing. Other also includes wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.
Pillars Of Digital Marketing
There are two main pillars of digital marketing. They are: online marketing and the other is offline marketing. I’ve already talked about online marketing in a separate guide. Here I’m giving the basic concept of Online Marketing for the sake of completeness.
In online marketing there have 07 big categories which is shown below:
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Content marketing
- Social Media Marketing (SMM)
- Pay-per-click advertising (PPC)
- Affiliate marketing
- Email marketing
03 offline marketing categories those are shown below:
- Enhanced offline marketing
- Electronic billboards
- Digital product demos
- Digital product samples
- Radio commercials
- Show sponsoring
- TV commercials
- Super Bowl commercials
- Cold calling
- Text message marketing (giveaways, coupons, loyalty programs)
- QR codes
Why Digital Marketing Is Important
Digital media is now universal that consumers have access to collect information at any time and any place what they want it. Digital media is an ever-growing source of entertainment, news, shopping and social interaction etc.
Consumers are now more conscious and they’re exposed not just to what your company says about your brand, but also what the media, friends, relatives, etc., are saying as well. And of course they are more likely to believe them than you and your company. People want brands they can trust. They also want companies will know them, communicate that would be personalized and relevant, and also offer as per their needs as well as preferences.
Manage Customer Relationships Across All Channels
Digital marketing and its associated channels are now being the most important factor– but not to the exclusion of all else. I can strictly say, in present circumstances, it’s not enough to just know your customers. You must know them better than anybody else. Only then, you can communicate with them where, when and how they are most receptive to your message.
In this point of view, a company or you should have a keen visualization capability to understand of customer preferences and expectations across all channels – Web, social media, mobile, direct mail, point of sale, etc. Now, the marketers are able to use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. If it is possible to go deeper insight into your customer behavior and preferences, the more likely you can engage them in lucrative interactions.
Challenges Facing Digital Marketers
Explosion of digital channels: Consumers use multiple digital channels and a variety of devices that use different protocols, specifications and interfaces. And they interact with these devices in different ways and for different purposes.
Rising competition: Digital channels are comparatively cheap with traditional media, making them within reach of practically every business of every size. As a result, it’s becoming complicated to capture targeted 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. It’s also becoming harder to find out the right data within exploding data volumes that can help you make the right decisions.
Three Keys To Digital Marketing Success
So, what does it take to do in case of digital marketing, right? Here are three bullet point to digital marketing success:
- Manage complex customer relationships through variety of channels – both digital and traditional.
- Answer to and initiate dynamic customer interactions & communications.
- Extract value from large data to make better decisions faster.
That’s actually the scoop on digital marketing. As you can see, the internet is not the only place for marketers to gather success, even today.
Of course, no one can afford to miss out on the opportunities of the web and, eventually, every marketer will have to master online marketing to succeed on digital marketing.
But, of course use some offline marketing tactics. A proverb says “not put all of your eggs into one basket”. So, diversify your lead generation beyond social media, content marketing and the like.
I hope this article will at least expand your view a bit and showed you that digital marketing is more than Facebook ads or social media flares.
Do you want to use any of these tactics in your business?
Have I missed any? Please leave your comment. That will really inspire me to write on more burning issues.