Digital marketing your key word for Success.

What exactly is Digital Marketing?

Before we understand what is ‘Digital Marketing’ we need to understand what is marketing?

Marketing is related to understanding your customer, their buying behaviour and providing them required product or services at reasonable price and at his place through proper communication. The job of marketing goes beyond the marketing department, they need to coordinate with each and every department of the organisation, vendors and business associates.

Here are few definitions.

Marketing is not only broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the entire enterprise” – Peter Drucker.

Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others”- Philip Kotler.

Marketing is about sending the right message to the right person at the right time at the right price. Marketing is not just about selling, it is about keeping existing customers happy so that they can remain the customers for lifetime. Marketing is a means to an end. The purpose of marketing is to build a brand, which can capture a position in the minds of consumers. The aim of marketing is to know and understand customers well so that the product fits itself and sells itself.

Then what is Digital Marketing? 

             Digital marketing is also called as Online Marketing or New Age Media. Digital Marketing is part of marketing that uses internet and online technologies on Desktops, Laptops, Tablet or Mobile for promotion of product and services. Digital Marketing consists of following tools: Search Engine Optimization, Search Engine Marketing, Content Marketing, Social Media Marketing, Social Media Optimization, Email Advertising etc.

              So Digital Marketing is marketing of products or services using online or digital technologies.

Need of learning Digital Marketing: – The cellular or mobile service was started in India on 31^st July 1995 and first publicly internet service launched by Videsh Sanchar Nigam on 15^th August 1995.

Today the mobile or cellular phone service is available across India and we are having more than 358 Internet Service Providers offering broad band and narrow band services in India. The increasing use of internet and broadband changed the face of Media. Now news and entertainment is available 24 x 7. The media sector changed drastically due to growth in IT and Telecommunication technology. Today Indian’s are spending more time on browsing through broadband, internet connection or through mobile smart phone. Due to the change in lifestyle, today’s generation is having less time to read newspapers, instead they prefer to read  news using various applications available on mobile or the digital edition of newspapers whenever they have free time.  Whatever information they required they are largely using either search engine or various apps or website.

            The cost of print media is no more affordable to advertisers, the advertiser has two think twice before spending money on advertising on print media or any other media. It’s very difficult to check the response of the print advertisement or in other words we cannot measure the response vs money spent.  In this age of media marketing, digital marketing is going to be a game changer. When we compare Target Audience and Expenditure on advertisement or Return on Investment, Digital media is becoming more popular as compared to any other media.

            Considering above developments in information and communication technology digital media is going to play a vital role in marketing for promoting products or services. The requirement of digital media specialists in SEO, SEM, Social Media Marketing, Content Marketing, and Content Writers to cater the various digital media services to different enterprises, industries and organizations.

            We can compare Digital Marketing Vs Traditional marketing, we can compare the same on certain parameters like Media Used In, Cost of marketing, Return on Investments or Measurement, Focused Target Audience, Engagement & Flexibility.

In traditional marketing Print Media, Electronic Media (TV , Radio) Outdoor Media used for promotion, in Digital Marketing, Search Engine Optimization, Search Engine Marketing, Social Media Marketing , Content Marketing used as a media. The cost of Traditional Marketing is very high as compared to Digital Marketing.   We can easily judge the impact of advertising in Digital Marketing, however we cannot get correct figures of response generated by traditional marketing. The target audience which is an important factor for any campaign is more focused as in digital marketing than the traditional marketing. Digital Media is more engaging and flexible than the traditional media. If we want to hold a certain campaign, we can easily hold in digital media, however it is very difficult with traditional media like print and electronic media. Considering the above factors it seems Digital Media is having edge above traditional media. However traditional media will not wipe out permanently. It may be used as support media or reminder media.

CATT Marketing Funnel: – In traditional marketing there is a term called AIDA. This term has been used since the 19th century. This term was developed by American businessman E. St. Elmo Lewis, in 1898. The main objective was to maximise sale calls between seller and buyer concerning the product.

AIDA term stands for Attention, Interest, Desire and Action. It is a model used in marketing that describes steps a consumer goes through the process of purchasing the product.

CATT term is similar to AIDA term used in traditional media.  CATT stands for Content, Attention, Trust and Transaction. However in digital marketing it depends on NICHE you have chosen. Your success & wealth depends on the niche.  Your NICHE is your product in digital marketing. So it all depends on NICHE.  Just like your product in traditional marketing.  If your product is created considering consumers likes, interest or as per the requirement of consumers, the chances of success is very high. Similarly your NICHE plays a vital role in digital media marketing.

Content The second important is content, kindly note that content in KING in digital marketing. Like the quality of products and features in products. If your NICHE creates useful content, which will be able to attract the people and create interest, it needs to educate your audience. Content is useful to build the brand and it helps to improve your ranking.

Attention: Only good and useful information does not help to get attention (in digital marketing traffic to the website or blog) of your targeted audience in this cut throat competition. To improve the traffic using social media, SEO and if required paid advertisements and email marketing to promote your NICHE.

Trust: The information you have given to the audience needs to be trustworthy, the audience should trust the same. To build trust you can offer some free products to the audience and after that you can use tripwire strategy selling low cost products and make more leads so that he becomes a regular customer.

Transaction: – The lead generated needs to be converted into customers.

Integrated Digital Marketing: In integrated digital marketing useful to boost your organic ranking in SEO.  Various digital marketing tools used to promote your NICHE, this consists of Paid Advertisements, Search Engine Optimization, Social Media, Content Marketing, Email Marketing and Sell & Conversation’s.  These tools also help to build your brand.

Personal Branding: Consumers prefer to do business with the brand which is honest about their product or service even if the brand is organization or individual.  A good example is Dr Batra’s. Dr Mukesh Batra single handedly created his brand in Homeopathy Medicine.  It’s not easy to create a personal brand, it is not created overnight. Personal brand is a unique combination of  skills, experience and personality. Personal brands tell your story. Your personal brand is how you promote yourself

Another example of the latest personal branding is Deepak Kanakraju, having the brand of https://digitaldeepak.com/ , today his blog is getting more than 100,000 visitors per month. 

People want to hear from the People not from the brand.

 

            In view of the current scenario of COVID, most of the organizations those who are on the edge started jumping in digital marketing. Even small entrepreneurs are launching their websites. The low cost internet and affordable mobile phones will create huge demand for content not in English but also in vernacular languages. To accommodate this growing internet audience, brands need to be pushed in vernacular languages also, websites, apps and social media campaigns need to be global as well as local languages.   Most of the multinational companies are having websites in various languages. We need to develop communication strategy to have local language flavour.  Considering India’s diversity there is a lot of scope for digital media marketing in local as well as English language.

            All above facts tell us that digital marketing is going to play a major role in the coming days in Indian Market. Digital Marketing is going to be your Key Word for Success.