Digital Marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. When you have any business and if you want to promote it on Internet, Digital Marketing helps you in this aspect.
Now-a-days, promoting business is more important. In earlier days traditional market is the main player in promoting a business. Print & Electronic media helps in achieving the results, but with the revolution of the Internet and social media the scope for the Digital marketing has increased so much. With the Digital Marketing, one can advertise their business sitting in home. All we need is to choose the right medium for the marketing.
The term digital marketing was first used in the 1990’s, but digital marketing has roots in the mid-1980’s, when the SoftAd Group, now ChannelNet, developed advertising campaigns for automobile companies: People sent in reader reply cards found in magazines and received in return floppy disks that contained multimedia content promoting various cars and free test drives.
In 2000 a survey in the United Kingdom found that most retailers had not registered their own domain address. Digital marketing became more sophisticated in the 2000’s and the 2010’s, when the proliferation of devices’ capability to access digital media at almost any given time led to great growth. Statistics produced in 2012 and 2013 showed that digital marketing was still a growing field.
Digital marketing is often referred to as ‘online marketing’, ‘internet marketing’ or ‘web marketing’. The term digital marketing has grown in popularity over time, particularly in certain countries. In the USA online marketing is still prevalent. In Italy, digital marketing is referred to as web marketing. In the UK and worldwide, however, digital marketing has become the most common term, especially after the year 2013.
Digital media growth is estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses employing Online Behavioural Advertising (OBA) to tailor advertising for internet users, but OBA raises concern of consumer privacy and data protection
For doing Digital marketing to your business, first of all we need a website on your business name. Digital marketing is mainly done in two ways.
1.Search Engine Optimization
2.Social Media Optimization
The On-Page Optimization includes optimizing the titles, headings and the content that is present in a website.
The Off-Page Optimization includes building the backlinks, and optimizing the Social networks.
1. In traditional marketing the exposure to any business will be high but the ROI (Return On Investment) cannot be counted. This is the major drawback also. But when it comes to the Digital Marketing ROI can be exactly measured.
2. In Traditional Marketing one should invest more amount of money to produce effective results. But in the Digital Marketing, one can achieve best results by investing in small amount of money.
3. In Traditional Marketing, you cannot measure the results for your business, but in the digital marketing you can see the real audience and where they are coming also can be noted.
4. In traditional business, you cannot target a specific set of people for your Ad but in the Digital Marketing, you can target specific set of people and also you can target based on their Interests.
5. You cannot assure that your brand will be developed in the traditional media, but in the Digital Marketing good website and with better optimizing strategies we can develop our brand easily.
6. You can achieve a great exposure in the Digital Marketing, that means sitting in one country you can target a set of people from another country and can generate good leads from it. This is not possible in the Traditional Marketing.
7. You can go viral over a period of time by Digital Marketing and this is not possible in the Traditional Marketing.
8. In Traditional Marketing people get often irritated with the repetitive ads, but in the Digital Marketing one can choose how he can be contacted, and also can get tailored messages.
9. With digital marketing you can encourage your prospects, clients and followers to take action, visit your website, read about your products and services, rate them, buy them and provide feedback which is visible to your market.So it doesn’t take long for good publicity to enhance the prospects of your business.
Through Digital communications it creates a Multi-communication channel where information can be quickly exchanged around the world by anyone without any regard to whom they are. Social segregation plays no part through social mediums due to lack of face to face communication and information being wide spread instead to a selective audience. This interactive nature allows consumers create conversation in which the targeted audience is able to ask questions about the brand and get familiar with it which traditional forms of Marketing may not offer.
Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty avoidance. Yet brands must be careful not to be excessive on the use of this type of marketing, as well as solely relying on it as it may have implications that could negatively harness their image. Brands that represent themselves in an anthropomorphizing manner are more likely to succeed in situations where a brand is marketing to this demographic. “Since social media use can enhance the knowledge of the brand and thus decrease the uncertainty”. Moreover, digital platform provides an ease to the brand and its customers to interact directly and exchange their motives virtually.
To reach the maximum potential of digital marketing, firms use social media as its main tool to create a channel of information. Through this a business can create a system in which they are able to pinpoint behavioral patterns of clients and feedback on their needs. creating a social media page will further increase relation quality between new consumers and existing consumers as well as consistent brand reinforcement therefore improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid.
As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies.
Segmentation : More focus has been placed on segmentation within digital marketing, in order to target specific markets in both business-to-business and business-to-consumer sectors.
Data-driven advertising : Users generate a lot of data in every step they take on the path of customer journey and Brands can now use that data to activate their known audience with data-driven programmatic media buying. Without exposing customers’ privacy, users’ Data can be collected from digital channels (e.g.: when customer visits a website, reads an e-mail, or launches and interact with brand’s mobile app), brands can also collect data from real world customer interactions, such as brick and mortar stores visits and from CRM and Sales engines datasets. Also known as People-based marketing or addressable media, Data-driven advertising is empowering brands to find their loyal customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers’ moment and actions.
Remarketing: Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted ads in front of an interest category or a defined audience, generally called searchers in web speak, they have either searched for particular products or services or visited a website for some purpose.
Game advertising: Game ads are advertisements that exist within computer or video games. One of the most common examples of in-game advertising is billboards appearing in sports games. In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols.
There are many advantages if we use right way of doing the Digital Marketing. But if we use wrong ways such as Black-Hat techniques it will effects more on your business. The ineffective ways includes prioritizing clicks, invalid traffic.
In prioritizing clicks, clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads are relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements.
When it comes to invalid traffic, Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem.
We in Ezee, provides the best strategies to your Digital Marketing needs. We provide the complete optimization techniques that will be best suited for your company and with these strategies you can rule the search results and also the social media.