DIGITAL MARKETING
Digital Marketing is the marketing of products or services using digital channels to reach consumers. The main objective of digital marketing is to promote brands or products through various forms of digital media. The process of digital marketing monitors many things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. Digital Marketing is sometimes referred as Online Marketing or Internet Marketing.
IMPORTANCE OF DIGITAL MARKETING
Digital media is so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know. Digital media is 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.
DIFFERENT FORMS OF DIGITAL MARKETING
There are two different form of Digital Marketing:
- PULL
In Pull digital marketing, the consumer actively seeks the marketing content, often via web searches or opening an email, text message or web feed. Websites, blogs and streaming media (audio and video) are examples of pull digital marketing. In each of these, users have to navigate to the website to view the content. Pull digital marketing technologies include the user having to seek out and directly pull (select) the content, often via web search. Web site or blogs and streaming media are good examples of this. In these examples, users have a specific link (URL) to view the content.
- PUSH
Push digital marketing technologies include both the marketer (message creator) and the recipients (the user). SMS, Email, RSS are examples of push digital marketing. In these examples, the marketer has to push (send) the messages to the users (or subscribers) for the message to be received. In push digital marketing the marketer sends a message without the recipient actively seeking the content, such as display advertising on websites and news blogs.
ELEMENTS OF DIGITAL MARKETING
The following are the key elements of Digital Marketing:
WEBSITE
A professional website is the single most important step towards your digital marketing plan. Your website is your homebase, so make sure it is updated regularly and is current. Use your site as a platform for all other activities. Post your blog and photos along with links to your social networks. Always remember your audience when developing content. If a person cares enough to come to your site, you need to make sure their trip was worth the effort.
EMAIL MARKETING
Email marketing is one of the earliest forms of digital marketing. It involves database marketing: segmenting your customer data and delivering personalized, targeted messages at the right time.
TEXT MESSAGING
Mobile marketing is one of the biggest growth areas in digital marketing. The increased usage of smartphones around the world has resulted in a greater dependency on them for quick and timely information. Text messaging is a push strategy that some view as spam, but if used correctly, can be an effective customer messaging strategy.
BLOGGING, NEWS FEEDS
A blog is the best way to share your expertise and drive traffic to your site. Use your blog on your own website along with posting it on an important high-traffic website as a guest post.. A good blog will be one that attracts natural, organic traffic through effective keyword research, as well as social traffic. It will be well designed, and it will have a consistent voice that makes it instantly recognisable.
VIRAL MARKETING
Viral marketing combines many elements of the marketing mix. It can be also called ‘content marketing’, as it always involves disseminating an element of content across multiple channels. This can include videos on Youtube, blogs, email marketing, as well as traditional elements, but the aim is to ensure that the content captures the imagination of your market, and that the content spreads naturally through online communities.
SOCIAL MEDIA
Social media management isn’t just about sending out tweets – it’s about managing a brand’s image through multiple social channels. That may be Twitter or Facebook, but it may also be Pinterest or Linkedin. Every author should have a Facebook fan page so they can socialize and communicate with their readers. It's an important element of digital marketing. Twitter is also an incredible tool for listening and for doing market research. You can listen to your readers, find out what other people are doing and saying, and build a relationship with current and future readers.
ONLINE ADVERTISING
Online advertising means advertising on other peoples’ websites. For example, you may want to buy banner space on a specific website, and you would pay the website owner either based on the number of impressions, or the number of clicks the advert receives. Skills involve design, creativity, negotiation, and data analysis, ensuring that the right advert is placed in the right place, at the right time.
KEYS TO DIGITAL MARKETING SUCCESS
The following are the three keys which are very important for the success of Digital Marketing:
- Respond to and initiate dynamic customer interactions.
- Extract value from big data to make better decisions faster.
- Manage complex customer relationships across a variety of channels – both digital and traditional.
Name - Riya Chaterjee July 5, 2014 at 5:29 am
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