Digital Marketing to the future of marketing in any business, it’s helpful to think about what audience interactions we need to understand and manage. Digital Marketing today is about many more types of audience interaction than website or email… It involves managing and harnessing these ‘5Ds of Digital’ that I have defined in the introduction to the latest update to my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds define the opportunities for consumers to interact with brands and for businesses to reach and learn from their audiences in different ways:
1.Digital devices – audiences experience brands as they interact with business websites and mobile apps typically through a combination of connected devices including smartphones, tablets, desktop computers, TVs and gaming devices.
2.Digital platforms – most interactions on these devices are through a browser or apps from the major platforms or services, that’s Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn.
3.Digital media – different paid, owned and earned communications channels for reaching and engaging audiences including advertising, email and messaging, search engines and social networks.
4.Digital data – the insight businesses collect about their audience profiles and their interactions with businesses, which now needs to be protected by law in most countries.
5.Digital technology – the marketing technology or martech stack that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns.
Why Digital Marketing is important:-
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.
Digital Marketing spans several activities to reach out and engage with prospective customers.
Important verticals under it include:-
1.Search Engine Optimization (SEO)
2.Search Engine Marketing (SEM)
3.Social Media Marketing (SMM)
What Does a Digital Marketing Company Do?
So what exactly does a Digital Marketing company do? Within the 3 primary goals mentioned above, falls a multitude of avenues. While you may not require all of these from an outside company—or all of these for your business, they include functions such as:
6.Search Engine Marketing
7.Social Media Marketing
8.Mobile Marketing and Integration
9.Placement of Online Ads
13.Reporting The ROI of Digital Strategies and Tactics
The benefits of Digital Marketing include:-
1.Global reach – a website allows you to find new markets and trade globally for only a small investment.
2.Lower cost – a properly planned and effectively targeted Digital Marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.
3.Trackable, measurable results – measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising. Web analytics can be set up to show you exactly how much money you make from each digital tactic.
4. Personalisation – if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.
5.Openness – by getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with.
6.Social currency – Digital Marketing lets you create engaging campaigns using different types of rich media content. On the internet these campaigns can gain social currency – being passed from user to user and becoming viral.
7.Improved conversion rates – if you have a website, then your customers are only ever a few clicks away from completing a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, Digital Marketing can be seamless and immediate.