Digital marketing is actually a term used to refer to the marketing of products or services using the internet, mobile phones or through any other digital means. Digital Marketing has taken leaps since the 1990s and early 2000s. As digital platforms have become a part of people’s day to day life, digital marketing campaigns have become increasingly prevalent and highly efficient. Digital Marketing methods like Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) along with content marketing, campaign marketing and social media marketing have become increasingly common in the world of advertising today. In fact, today digital marketing has extended to mediums like mobile phones, on-hold mobile ringtones and call back. Digital Marketing is often known as online marketing, internet marketing or even web marketing. Experts believe that the grown of digital media is estimated at approximately 4.5 trillion online ads served annually with digital media spent at 48% growth in the year 2010.
In today’s world, keeping the customer engaged or involved is essential but is a challenging task. Retailers have begun changing the traditional one-way communication to more of a value exchange mode of mutual dialogue and benefit sharing between the provider and the consumer. The spread of information and awareness happens through a number of social media forums such as blogosphere, YouTube, Instagram, Pintrest, Snapchat and Facebook to name a few. Retailers have begun to focus on increasing their online presence, including online shops that operate alongside existing store-based outlets. The “endless aisle” in the retail space can lead consumers to purchase products that meet their requirement online. A brand can use a number of digital marketing techniques to increase their presence online. The use of online marketing helps brands give more focus on their products and services but it serves the additional advantage of allowing online customer support round the clock.
The use of social media interaction can allow brands to receive both positive as well as negative feedback from their customers. Social Media marketing serves the additional purpose of understanding which social media platforms serve the brand better. It has become increasingly popular for businesses to utilise and encourage conversations through their social media pages for direct communication with their customers and to serve them better. Word of mouth communications and peer-to-peer dialogues can have better effect on customers since they are not sent from the company and are not planned. Customers are more likely to trust the experience of previous customers, especially when they purchase products through e-commerce websites. The reach of Social Media is such that in 2015, the Facebook app has more than 126 million users and YouTube has over 97 million users!
Through the use of internet platforms, businesses can create competitive advantages through a number of means. In order to reach the maximum potential of digital marketing, a number of firms use social media as its main tool to create a channel of information. This helps create a system in which they can study behavioural patterns of their clients and get feedback on their needs. Creating a Social Media page increases relationship between the customers both old and new. It also helps reinforce the brand quality which further helps consumers have better brand awareness resulting in a rise for consumers up the Brand Awareness Pyramid.
While most brands are focused on increasing their presence both offline and online, digital marketing gurus believe that increasing the effectiveness of online marketing is the key for any company to increase the quality of their product or service. A strategy linked into the effectiveness of digital marketing is content marketing which can be described as delivering the content an audience seeks in places they search for, it is found that content marketing is highly present in digital marketing and a good content marketing strategy can help a business establish a firm online presence. Marketing experts believe that quality content marketing strategies can help a firm establish solid footing online. Content marketing can take the form of quality advertising catchphrases or even video advertisements posted on online platforms, strategies which establish engagement with the consumer and so on.
Thanks to regular online presence, especially on Social Media, digital marketing has become the ideal method for a brand to establish contact with the consumer effectively. Most brands have realised that Social Media interaction is the key to hold the attention of consumers online. As a result most brands have begun establishing firm contact with consumers through their Social Media pages and this seems to be bearing fruit as more and more brands which had shied away from digital marketing have realised the effectiveness as well as the added advantages of highlighting their product or service online.