Digital marketing is no longer a marketing category by itself. It has become one of the pillars of an integrated marketing system and involves the integrated use of other marketing disciplines such as print, television, radio, and even outdoor advertising such as banners, posters and billboards. Digital marketing is also the part of conventional marketing which uses traditional media and other digital technologies like desktop computers, cell phones and other electronic media and interactive platforms like the World Wide Web and interactive websites.
In digital marketing, marketers explore various channels to reach their target audience. These channels could be web, video, images, text, audio and social media such as blogs, micro-blogging, social networking, messaging forums, podcasting, streaming videos and so on. There are different strategies to enhance online visibility of a product or service.
Different platforms contribute differently to these digital channels. Marketers use different digital channels in their advertising campaigns for optimizing the return of investment. However, some marketers prefer to optimize on all platforms together. They feel that if they have optimized on certain platforms such as mobile apps, microblogging, blogs and videos, they will be able to reach more audience. The success of a digital marketing campaign therefore largely depends on the success of each individual channel.
Digital marketing refers to using mobile apps for digital channels for advertising. This includes mobile apps for advertising on, off, and around the user. The most popular among digital marketing apps is mobile apps which can be found in almost every smartphone sold today. A popular type of mobile app for digital marketing is a weather widget which updates the users about the weather at any point of time.
The other popular forms of digital marketing campaigns are content based campaigns which use different formats such as text ads, videos, images, infographics and augmented reality applications (AR). Content based platforms include news, blogs, consumer reviews, press releases, and opinion polls amongst others. These platforms are great tools for getting the brand’s image and messages across to millions of consumers instantly. However, content-based platforms have a long way to go to convince more businesses to adopt them. Brands need to convince businesses why they should advertise on their platforms and convince them that it will be worth the investment.
The other important concept for digital marketing is the brand experience and the user journey. The user journey in this case refers to how the users get to know and understand a brand. Brands need to understand the needs of their users and design an experience that will make users become a customer. Brands need to understand where users are in the experience and focus on that to target them with the right kind of messages at the right time.
As compared to traditional marketing campaigns, digital advertising platforms offer more flexibility to brands because they do not have to manage the campaign’s day-in, day-out like traditional media. Digital marketers are now able to measure results more effectively and take the necessary actions to ensure growth. With the help of digital marketing, brands can measure results of campaigns in real time and take the necessary corrective steps to improve performance. There is no need for digital marketers to monitor results because advertisers pay only for the ad, which is displayed on a particular platform and not for reaching out to the entire world.
Digital Marketing gives a brand and a company more freedom because there is no need for them to manage different digital channels from a central location. This gives brands the ability to respond faster to their users’ needs. With the help of digital marketing strategy, companies have the opportunity to spread their message through various channels to gain maximum exposure in the market. Brand awareness is a key ingredient in any successful marketing campaign. Therefore, digital marketing ensures that the brand message is heard within the target market and a customer comes to know that they can trust that brand.