Why Digital Marketing?

Why Digital Marketing?

Before we understand why digital marketing, we need to understand what is digital marketing.

WHAT IS DIGITAL MARKETING?

You are reading this article either on your smartphone, tablet or PC/laptop.

You found this article:

  • when you searched something related to digital marketing on a search engine – SEO/SEM
  • on a social media platform – Social Media Marketing
  • in an e-mail – Email Marketing
  • on a blog/website – Affiliate Marketing
  • on WhatsApp/Facebook Messenger – Communication Marketing

This is DIGITAL MARKETING!

WHY DIGITAL MARKETING?

To understand why digital marketing, we need to understand what is the difference between traditional and digital marketing?

Let’s take our memory down the non-internet era. How were businesses promoting their products/services then?

In the non-internet era, businesses had following main options:

  • Radio
    • Audio-based ad
    • Between songs we heard the RJ talking about a business’s product or the services provided by the business
    • Radio helped businesses to promote product or services in their city/state
  • Newspaper
    • Text-based or image-based ad
    • Newspaper helped businesses to promote product or services in their city/state
  • Flyers
    • Text-based or image-based ad
    • Businesses started distributing and sticking flyers in their local area
  • Hoardings
    • Text-based or image-based ad
    • Businesses promoted product/service by displaying ads in their local area
  • Magazines
    • Text-based or image-based ad
    • It helped businesses cut down their target audience. For example, if a company who sold graphic card could promote their product in gaming related magazines which had only a gaming audience
  • TV
    • TV provided businesses with an option to view video-based ads
    • Between a movie, serial or match we used to view an advertisement
    • More effective than text-based and image-based ad

In the internet era, in addition to above marketing techniques, businesses have below main options to promote their product/services:

  • Website
    • Provides information related to products/services
    • Helps build trust in the customers
  • Social Media Marketing
    • Text-based, image-based and video-based ads
    • Helps solve queries instantly
    • Instant updates on new features, festival wishes, birthday wishes etc.
  • Email Marketing
    • Emails to existing clients on new features, festival wishes, birthday wishes etc.
  • Affiliate Marketing
    • Text-based, image-based and video-based ads
    • Display ads on an existing website related to your product/service to increase traffic to your website

The above mentioned points still don’t answer our question. To get an answer, let me ask you a few questions:

  • Were you charged when you made an account on Google?
  • Were you charged when you searched something on Google?
  • Were you charged when you made an account on social media (Facebook/Twitter/LinkedIn/Instagram)?
  • Were you charged when you posted a photo on social media (Facebook/Twitter/LinkedIn/Instagram)?

When you create an account on Google, Microsoft or any social media platform you provide details like:

  • Name
  • Date of birth
  • Gender
  • Interests
  • Profession
  • Location

When you used a search engine consider Google to get answers for your queries like:

  • Best places to visit from Jan – Mar
  • Upcoming events around me
  • Book ticket for a movie/train/flight

Now think for a moment, when you were listening to radio, when you were watching TV or reading newspaper you never shared details.

Let us consider that you are in the business of women’s handbag. You are promoting your bags using the traditional way of marketing.

  • How would you analyze if your promotion has gone to the right audience in this case a woman. We don’t know if the radio or TV or newspaper has helped you reach only women. Even men listen to radio, read & view newspaper and TV.
  • Also, consider a scenario where you made handbags which were only targeted for women in the age group of 18- 35. Your promotion is reaching the target audience, but it is also reaching to non-targeted audience (e.g. men, wrong age group etc.). Promoting your brand in magazines would have helped you reached the right target but there is one problem with magazines.
  • Consider a scenario: You have thought of different ideas for promoting your brand in every new copy of the magazine. How will you understand which promotion activity worked and which didn’t? Which promotion did your target audience liked because it’s not compulsory that directly after seeing the advertisement in magazine, your targeted audience will come running to the store?

Earlier, while promoting a product/service traditionally, marketers used to trust their gut feeling, intuition and their experience to decide which promotion activity will work and which will not.

Let us consider the same business of women’s handbag. You are promoting your bags using digital marketing by doing below activities:

  • After creating a website you can do SEO (Search Engine Optimization) and SEM (Search Engine Marketing) which might show your website on the first page of search.
  • You can use any analytical tool to understand which users are visiting the website, their demographic details, behavior, conversion rate, bounce rate etc.
  • You can upload your products on one of the social media site consider Instagram and specify your target audience as women in age group 18 – 35. Instagram will display advertisements only to the selected target audience.
  • Handling another scenario of ours on which promotion activity is working and liked the most, Instagram can provide us an insight on the most liked activity.
  • You can also promote a text-based ad, another day an image-based ad and on the next day a video-based ad to understand which ad is your target audience finding more attractive.
  • You can also send mailers on new product launches, offers to your existing clients
  • Display ads on other websites/blogs relevant to your business (in this case a women’s handbag)

Digital Marketing helps us understand if our promotion activities are working or not, if users are getting converted to customers, how is the behavior of users etc.

This is the major difference between traditional marketing and digital marketing and which is why businesses should do digital marketing along with traditional marketing.

Another important reason why businesses should come online is –

Be where your customers are!

In case you are not bored reading this article, please read my article on how to do digital marketing.

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