Have you seen small children operating smartphones and watching YouTube nowadays?
If you haven’t see the infographic below.
Welcome to the digital era.
You will find more statistics at Statista
In this post, I will be explaining you about
- What is Digital Marketing?
- How has digitisation changed the marketing scenario?
- Why is the traditional media dead?
- What is the scope of Offline Marketing?
- How is Digital Marketing better over Traditional Marketing?
- Types of Digital Marketing
The current marketing scenario.
The world is changing fast and so is the marketing scenario.
For half a century consumers media consumption was dominated by offline media.
But today this scenario has changed, with the evolution of internet the buying habits of the consumers have changed.
So what does the current buying scenario looks like these days?
Ok. Let me guess.
Before buying a new TV. What steps did you take?
- You searched on Google about the different TV available in the market from your smartphones or PC.
- After deciding what suits best for your needs, you started comparing different models and brands.
You read different reviews about the product.
- And you finally bought the TV.
In the internet era, all the information is available at your fingertips.
Now, people have the power to take the informed decision.
When they want.
What they want
How they want.
So, the traditional way of marketing is fading away.
With mobiles and computer evolving and becoming smarter day by day, people are now spending more time on their mobile and computers screen than ever before.
So, it is very important for the businesses to reach the consumers where they spend most of the time: on the internet.
The traditional media is dying a slow death. The current generation hardly read newspapers.
Gone are the days when people used to look at billboards along the roads sides. Now people hardly notice it as they are glued to their mobile phone all the time.
According to Techcrunch, U.S. consumers now spend 5 hours per day on mobile devices.
And this trend is growing day by day.
So what exactly, do we mean by Digital Marketing?
In simple terms, it means any form of marketing products or services that involve an electronic medium.
You might be thinking that the term digital refers to only online but it can be done both offline or online.
Digital marketing is an umbrella term that includes different spectrum of online branding assets like
- Your website
- Digital advertising
- Blog posts
- Social Media channels(Facebook, Twitter, Google+, Linkedin, Instagram etc)
- Ebooks and whitepapers
- Online PR
- Email and other marketing tools
Before we go discuss the different types of Digital Marketing. Let me give you an overview of why Traditional Marketing ways are inefficient nowadays.
Why is the Traditional Marketing dead?
The problem with the Tradition Marketing is that it’s shown to all the people regardless of their interest.
How does it feel if you are watching your favourite episode of Game of Thrones and there come’s a 5 mins ad commercial?
Annoying right, watching those ads right in the middle of any show.
You have no choice but to either watch those ads or change the channel.
You are shown all the ads regardless of your needs. It doesn’t make sense to show an ad commercial of diapers to a person who doesn’t have children.
Most of the people have received cold calls from nowhere trying to sell hard the things we don’t need. And How do most of the people respond to it? You know the answer better.
·They’re not comfortable answering calls from strangers. If they don’t recognise your phone number, they really don’t have a reason to pick up.
·If they do answer your call, why are they going to trust you? They have no reason to trust you.
·There is simply no incentive to return your call whatsoever.
·They expect that quality advisors will not be cold calling.
Image source: www.technians.com
What is the scope of Offline Marketing?
The print media will no longer be available in next decade.
Talking about the TV and radio it will evolve and merge with the internet.
Nowadays, people are gradually shifting to online media services like Netflix, Amazon Prime videos, Apple TV and similar services for entertainment.
Billboards will be all digital in the coming era.
So for overall success, it’s better to have a combination of both media.
Actually, both medium is tied together currently. You might have observed that the TV ads will ask you to visit the online website for more details.
Most of the TV commercials are available on Youtube and are also shared online on different social media platforms.
But TV commercials and billboards will cost you a fortune and the biggest problem it cannot be targeted and measured accurately.
So take a calculated decision on how to spend your marketing budget.
For a startup, I would suggest you go with the Online Marketing initially, later on, you can diversify to a combination of both medium.
For businesses, who haven’t yet started with the online marketing then it’s high time that you do.
Nowadays most of the things are available online.
In the coming decade, everything is going to be digitized and interlinked. Just as Uber did for the taxi industry. Airbnb did for the hotel industry. And much more yet to come.
People tend to invest more time online be it news, products, services, information literally everything.
How is Digital Marketing better over Traditional Marketing?
- Real-time result and Analytics
Via Google Analytics you can measure the inbound traffic, bounce rate, conversion rate, profit, and the general trend of an interested audience, all in real time.When you have the result handy in real time, you waste no time taking action.
- Reduced cost
Billboards, Newspaper ads, television ads, and the likes cost a lot. Online advertising, on the other hand, is something even young entrepreneurs can afford right out of some saved up money.
- Brand development
You can have a whole website instead of a column on a newspaper page.You can put forward things to people whenever you want once you own a blog or a Page on social media.With this space, you can create a consistent image, a brand for your Company.
People buying the newspaper and magazines do not buy it for the ads in it.People listen to the radio for music and the weather forecast.So, it is safe to say, traditional advertising mostly goes ignored.
With online advertising, on the other hand, you can choose whether you want to see it or not. It is not shoved into your face, apart from the annoying popup ads of course.You can choose to ignore that email as long as you want. You can choose to opt out of social media discussions on a particular brand page.
You can also target interested audience as the social networking sites keep a tab on what you look for on the internet.
Hence, in the battle of traditional vs. digital marketing, digital marketing seems to be the candidate that will know how to intrigue people and not annoy them.
- Higher exposure
Any means of traditional advertising is limited to a certain locality.Whereas online advertisement reaches out to the entire world so you are missing out on nothing.
- Higher engagement
With traditional marketing, you cannot really interact with your target audience. You need to wait out for the responses to come in before you can plan your next step. This is a long and tedious process.
Online marketing allows you to engage your audience in real time.You can chat and discuss a lot about your brand or Company with the actual audience immediately.Yes, this demands more engagement from your side too. You need to be prepared to invest that much time or a public relations team into the marketing budget.
- Quicker publicity
Very much due to the real-time results of online marketing, you get instant publicity. If you don’t, you at least instantly know that this particular ad isn’t working for you.
- Non Interruptive
The audience can choose to skip Ads. For example, the option of choice of ads. With traditional marketing, flyers are handed to you when you are rushing to board that bus.A television commercial comes up on repeat cutting right through a really interesting plot twist of your favourite TV show. Whereas, online marketing will offer you the choice of time and media.
Also, you cannot opt to receive a newspaper without ads. But you can always skip online ads if you are not interested.
Now you know why Digital Marketing is better, let’s dig deeper into different aspects of Digital Marketing.
Types of Digital Marketing:
- Content Marketing
It is nothing but the focused approach to creating engaging content, and marketing it for website traffic, branding, customer retention, etc. A typical content could be anything like a blog, a piece of article, infographic and picture, video, podcast, etc.
- Search Engine Marketing(SEM)
When you search on Google, Bing or other search engines you can see few links marked as Ads.
It is a form of paid advertising primarily on the search engine for website promotion to increase the visibility.
- Search Engine Optimisation(SEO)
SEO refers to the optimisation techniques performed on any website to organically (without paying for ads) rank higher on different search engines like Google, Bing, Yahoo, etc.
- Inbound marketing
In simple words, inbound marketing is enticing the customer through relevant and helpful content such as an excellent piece of article or a blog.This methodology is far from forced marketing where you push your ads in front of customers without even knowing their wish.In other words, helpful and engaging content will build a lot of trust, value and credibility in the eyes of customers.
- Pay Per Click (PPC)
In day to day life, you see many ads on different websites. Various publishers publish these ads, and one of them is Google.If you see the ad and do nothing, it’s called impression.But the moment you click on the ad, the marketer who published the ad has to pay to the publisher based on per click. There are many publishers such as Google AdWords, Facebook, LinkedIn, etc.
- Affiliate Marketing
Affiliate marketing is referral marketing where anyone can become online vendor or agent of any website.You can refer any online product, and the moment some purchase it through your affiliate link, you get your commission.
- Email Marketing
Email marketing is one of the most efficient ways to do online digital marketing.You can create engaging and helpful content on your website and ask customers to leave their email id on subscription pop-up.Later you can send targeted emails to your registered customers regarding latest news, article, discounts, events, etc.This way client remains engaged with your business through your website.
- Social Media Marketing (SMM)
Social media is growing each day. Billions of people are already on social media platforms like Facebook, Twitter, Instagram, Linkedin to name a few.Social media is a great way of promoting a brand, product, content, etc. through organic or paid marketing.Either way, it will lead to brand awareness, viral traffic and sales conversion.
- Online PR
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR but in the online space.
As the world is going digital we saw how the buying habits of the people have changed.
Now people have the power to choose.
People are not forced to buy rather informed about problems and solutions to take the required steps.
Traditional marketing methods are no longer efficient in the digital world.
And one can not miss the opportunities that the digital world provide.
Eventually, every marketer needs to evolve and master the skills of Online Marketing.
I hope this guide helped you a bit in expanding your views about Digital Marketing. If you have any questions let me know in the comments below.
I’d be very grateful if you’d help it spread by emailing it to a friend or sharing it on Twitter or Facebook. Thank you!