Digital Marketing

“THE AIM OF MARKETING IS TO KNOW AND UNDERSTAND THE CUSTOMER SO WELL, THE PRODUCT OR SERVICES FITS THEM AND SELLS ITSELF “ – PETER DRUCKER.

• Digital 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.
• Digital marketing encompasses all marketing efforts that use an electronic device or the Internet.
• The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy
• Marketers can support a larger campaign through the free and paid channels at their disposal.
• Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online.
• Digital advertising, email marketing, online brochures, and beyond — there’s a spectrum of tactics that fall under the umbrella of “digital marketing.”

USES:

Social Connectivity:

• Digital technology makes it easy to stay in touch with friends, family, and work remotely, even if you are in another part of the world.
• You can communicate by words, video, audio, and exchange other media.
• Websites, apps, and software have all been created to help users to socialize.

 Communication Speeds:

• Internet speeds have increased since the early days of dial-up.
• Ever faster broadband enables the transfer of large amounts of information across the web making it possible to stream video and audio in real time, send large data files, and access data from virtually anywhere in the world.

Learning Opportunities:

• Anybody with access to the internet now has access to a huge proportion of the world’s knowledge over the web.
• Lessons and courses can now be delivered virtually online.
• Communication advances mean that you can now easily communicate with most of the world’s population and learn directly from sources.
•  For example if you are trying to understand foreign events, or learning a new language.
•  Digital technology can also be easier to use for people with disabilities and often give them equal access.

Editing:

• One of the great advantages of digital technology over traditional media is that the information can be easier to edit or manipulate.
• Word processing has brought about a revolution in the editing of text.
• Video editing, which used to require expensive studios and equipment, can now be done on a laptop in a bedroom.

GPS and Mapping:

• Finding your way around used to involve referring to a paper map, but digital combined with satellite technology has transformed travel.
• If you want to find a gas station or drugstore that’s open, that’s easy too.

Automation:

• Digital technology is increasingly making machines smarter.
• In some cases, the machines no longer need humans to operate them, freeing up workers from often boring tasks for more interesting pursuits.

SECTORS:

Social Media Marketing-

• Social media marketing gives you increased exposure.
• It allows you to connect with your consumers in a more intimate way.
• From this interaction, you can gain valuable customer feedback that allows you to improve your customer service.

Content Marketing-

• Content marketing refers to the practice of delivering a quality piece of content to your users to generate sales and leads.
• This content can live anywhere online.
• Tweets, a YouTube video, and blogs on your website all comprise content marketing.
• Keep your audience in mind as you create content.
• Remember who you’re talking to and what they’re interested in. This will dictate the subject of your content.
• Consider the language your audience uses when they search online for information

Affiliate Marketing-

• Affiliate marketing refers to the process of paying for conversions.
• Think of it like hiring a sales person for your products .
• Many bloggers or e-commerce websites use affiliate marketing.

Influencer Marketing-

• Influencer marketing is among the newer types of digital marketing.
• Influencer marketing is popular on social media channels like Instagram and Snapchat.
• Companies hire Instagrammers with large followings to promote their brand by posting one or more photos with the product.

Email Marketing-

• Email marketing allows you to update your email subscribers on a regular basis about your company
• The best email marketing campaigns involve a list of subscribers earned by your content and company, not paid for by your company.
• People who opt-in to your email subscription prove more likely to become active buyers.

Lead generation

• Process of attracting leads into a contact management or marketing software system with the hope of nurturing them throughout the buying process to help convince them about your offerings and then convert them into a paying customer.
• Lead generation is all about building trust with your audience and educating them about your industry and offerings along the way.
• Some of your content should be short form, like blog posts, tweets, photos that requires no barrier to read some of your content should be longer form that requires a sign up form to access like an eBook, free course, whitepaper, or an instructional video.

“GOOD MARKETING  MAKES THE COMPANY  LOOK SMART .GREAT MARKETING MAKES THE CUSTOMER  FEEL SMART” .

JOE CHERNOV

EXAMPLES OF DIGITAL  MARKETING:  

Audio- Audio such as a music file or streaming music service.

Video- Video that is recorded, stored and transmitted in a digital format. Consumer devices such as mobile phones produce reasonably small files that can be shared and played in the source format.

Digital Publishing- Publishing such as books, magazines and newspapers that are distributed in electronic formats such as ebooks, mobile apps and web sites.

Information- Publication of knowledge, information and data in electronic formats such as documents, mobile apps and websites.

Photos- Digital photos that are captured, stored and shared in a digital format.

Holograms- Three dimensional holographic images, video and related experiences. For example,a theme park that uses digital holograms in a haunted house to simulate the presence of ghosts.

Social Media- Online communities that allow people to post and comment on media.

Advertising- Digital advertising is commonly bought and sold on digital exchanges for placement into digital media such as billboards, mobile apps and web sites.

Broadcast- Broadcast media such as television and radio that is delivered with digital technologies such as streaming media.

Virtual Reality- Explorable environments that are digitally generated such as a game or simulation.

BENEFITS OF DIGITAL MARKETING:

• There are a number of ways brands can use digital marketing to benefit their marketing efforts.
• Digital marketing not only allows for brands to market their products and services, but also allows for online customer support through 24/7 services to make customers feel supported and valued.
• The use of social media interaction allows brands to receive both positive and negative feedback from their customers
• Customers are more likely to trust other customers’ experiences
• Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises.
• This was noted in a study on Instagram, where researchers observed that adolescent Instagram users’ posted images of food-related experiences within their social networks, providing free advertising for the products.
• It is increasingly advantageous for companies to use social media platforms to connect with their customers and create these dialogues and discussions.
• Quality marketing practices benefit both you and your target audience.