Definition:
According to Wikipedia, Digital marketing (also known as data-driven marketing) is 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.
Ways of Digital Marketing:
> Search engine optimization (SEO)
> Search engine marketing (SEM)
> Content marketing, influencer marketing
> Content automation
> Campaign marketing
> Data-driven marketing
> E-commerce
marketing
> Display advertising
> E–books
In fact, digital marketing now
extends to non-Internet channels that provide digital media, such as mobile
phones (SMS
and MMS), callback, and on-hold mobile ring
tones.
Advantages
of Digital Marketing:
Ø
Digital
Marketing is easy & cost effective marketing rather than traditional
marketing.
Ø
In
services the taste cannot be feel unless the service have purchased. Therefore
Digital Marketing make physical evidences to service, that means the consumer
can purchase the service by observing the facilities.
Ø
Establishing
a strong brand can be possible by using Digital Marketing. Digital Marketing
not only helps to build a strong brand but also helps to make brand awareness.
Ø
Graphical
presentation of product can be introduced.
Ø
Digital Marketing being able to reach vast
numbers of potential consumers at one time
Ø
Consumers are exposed to the brand and the
product that is being advertised directly. To clarify the advertisement is easy
to access as well it can be accessed any time any place.
Ø
No limitations on the geographical reach. This
allows companies to become international and expand their customer reach to
other countries other than the country it is based or originates from.
Ø
Technology and the internet allows for 24 hours
a day, 7 days a week service for customers as well as enabling them to shop
online at any hour of that day or night, not just when the shops are over and
across the whole world. This is a huge advantage for retailers to use it and
direct customers from the store to its online store. It has also opened up an
opportunity for companies to only be online based rather than having an outlet
or store due to the popularity and capabilities of digital marketing.
Ø
Another advantage is that digital marketing is
easy to be measured allowing businesses to know the reach that their marketing
is making, whether the digital marketing is working or not and the amount of
activity and conversation that is involved.
Ø
With brands using the Internet space to reach
their target customers; digital marketing has become a beneficial career option
as well. At present, companies are more into hiring individuals familiar in
implementing digital marketing strategies and this has led the stream to become
a preferred choice amongst individuals inspiring institutes to come up and
offer professional courses in Digital Marketing.
Ø
Instantly
feedback can be gotten from Digital Marketing, consumer can send a feedback by
text message, commenting on posts or make a phone call.
Disadvantages of Digital
Marketing:
Ø
A
limitation of Digital Marketing is internet involvement, all of the consumer is
not an internet user or all of the area has not internet coverage.
Ø
A disadvantage of digital advertising is the
large amount of competing goods and services that are also using the same
digital marketing strategies. For example, when someone searches for a specific
product from a specific company online, if a similar company uses targeted
advertising online then they can appear on the customer's home page, allowing
the customer to look at alternative options for a cheaper price or better
quality of the same product or a quicker way of finding what they want online.
Ø
Some companies can be portrayed by customers
negatively as some consumers lack trust online due to the amount of advertising
that appears on websites and social media that can be considered frauds. This
can affect their image and reputation and make them out to look like a
dishonest brand.
Ø
Not all
of the consumer has enough trust on purchasing from e-commerce organization. Some
consumer have not enough trust on internet advertising.
Ø
Some
differences are always there between hard and soft products. Therefore consumer
may not be satisfied by accepting hard products.
6 Characteristics of Successful Digital Marketing:
> Get
a Quality Company Website
> Social Media Presence
> Blogging and Forums
> List your business on the
three biggest listing services
1)
Register your business on Google Places
2)
Be listed on Google Maps
3)
Be part of Yahoo, Microsoft’s Bing & Local sites
> E-mail Marketing
> A dedicated Digital
Marketing expert
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