Digital Marketing

Digital Marketing is basically applying all marketing techniques to digital channels. Different sources can be used to promote services and products like SMS, search engines, email, websites, social media and mobile devices. The digital nature of this marketing method makes it a cost-effective means of promoting one’s business. 

The use of digital marketing depends on the organisation’s marketing objective. It could be that the organisation wants to generate more leads, build their brands, increase sales or improve brand engagement. Digital marketing means more than just having a website. The website needs to be aesthetically pleasing and easy to navigate, and also needs to have quality content to reflect the nature of the business. 

Search engine optimization (SEO) is an important factor as well. Search engines need to read and index the website properly. There are content and SEO specialists who can help organisations to design websites which are responsive and accessed through all devices. Digital marketing also involves managing the organisation’s social media presence and interacting with fans as well as marketing the business across major social media channels.

WHY  DIGITAL MARKETING IS IMPORTANT?

Digital marketing offers the ability to reach and engage target audiences in ways which were never before possible. A strong digital marketing strategy can deliver a far higher return on investment (ROI) than traditional marketing methods. 

People are consuming digital content at a never seen before rate. More than half of the planet now has regular access to the internet, spending an average of 6 hours online per day, presenting massive opportunities for brands and businesses. Such trend will not slow down, as the number of internet-connected portable devices is on the rise. Gartner reported that smartphones surpassed the sales of feature phones for the first time in 2013, while the 2014 Q3 report from Globalwebindex reports that consumers are now spending more time with online media than they are with traditional forms of media.

However, the particularities of the digital world and its appropriation for marketing have fostered the development of channels, formats and languages that have led to tools and strategies that are unthinkable offline.

Today, Digital Marketing has become a new phenomenon that brings together customisation and mass distribution to accomplish marketing goals. The development of Digital Marketing strategies offer much potential for brands and organisations. Otero and Rolan (2016) put forward some of them are:

1.  Branding: platform is a great opportunity to build a brand image on the Web due to their scope, presence and constant updates. 
2.  Completeness: the advantages of assembling information through links offer customers the chance to approach the organisation in a wider and customis ed way.
3.   Usability: simple and user-friendly platforms are available for all to improve user experience and allow for their activities.
4.   Interactivity: internet offers the possibility of having a conversation and therefore generating a positive experience with the brand. 
5. Visual communication: with digital marketing, marketers have different image and video-based tools. This helps to reach audiences and get them involved in your activities. 
6. Community connection: internet offers the opportunity for business to connect with their audience.

DIGITAL MARKETING PLATFORMS:-

Definition of Digital Marketing Platforms

An integrated digital marketing platform is a combination of integrated tools and technology that allow marketers to manage big chunks of their digital marketing responsibilities. The world of business just can’t do without digital media. From targeting new people to maintaining relations with loyal customers, everything happens digitally. Also, all business sectors from retail stores to manufacturing companies are present on the digital platforms and are thinking of ways to develop online connection with their targets. 

Digital marketing platforms expose key elements as standardised services via a programmatic application programming interface for building custom applications and extensions and integrations .So any platform in digital marketing needs to address requirements specific to a limited number of neighborhoods or domains. In the era of digitisation, organisations are surrounded by digital ideas, concepts, and thought-processes. To make the most of the creative digital ideas, Jenni (2017) has outlined the different types of digital marketing platforms where organisations can place their brand communication and enjoy productive maximum response. 

DIFFERENT PLATFORMS FOR DIGITAL ADVERTISING:-

1. Display Advertising

Based on your audience profile and your products, select ad space in specific websites from where you can get good traffic. Display ads can be anything from the banner ads to videos. In the online world, it is considered as one of the most effective ways of digital branding. Instead of developing text-based communication, create interesting videos or images that will speak on behalf of your brand. Also, take time to follow your targets and wisely choose the websites, which in turn are followed by your audience group.

2. Mobile Advertising

Mobile-centric ads are the current trend. From the in-app messages to the videos, mobile advertising is the most effective way to promote your brand. With the entire world going mobile, developing short and crisp communication targeting the mobile users is the best practice. As people carry their mobiles your brand communication stays in their mind, for a longer time. 

While developing mobile ads, ensure that it fits the screen sizes of all hand-held devices. In this way, your message will be clear and you shall successfully position your brand name in the minds of your targets.

3. Social Advertising

Social media sites mostly Facebook, Twitter, LinkedIn, Instagram and other similar platforms provide lucrative opportunities to promote your brand. The best thing about social ads is that you know your targets well and can propose your brand message. 

Also, based on certain audience profile, you can personify your advertising and suit to the specific needs, interests and desires of your large target audience. If strategically done, social ads can also bring leads which are sure to land into sales.

4.Video Advertising

                  

Contrary to texts which lack visual appeal, video ads serve as effective stimulant that influences your audience to try you out. Video ads can be placed in any platforms:-

mobile, website, social media sites. Just like television ads, online video ads quickly hit your targets and with frequent exposure can enable them to purchase your product or avail your service.

5. Cross-Channel Advertising

 

Another new-age form of digital advertising, cross-channel advertisement is an intelligent way to follow your online visitors and track their interests and desires. With the help of cross-channel ad software, you shall become aware about the digital journey of your target audience. 

Accordingly, you can choose specific online platforms and promote your brand only in those spaces and reach individual audience. It is the best way to develop personal communication and have better connect with your target group.

6. Demand-side Platform

Last but not the least, DSP or Demand-side platforms allow you to manage multiple ad exchange and various data exchange accounts, using only one interface. With DSPs, you can track real-time bidding, optimize algorithms and get maximum value from each audience. In milliseconds, the search engines try to determine the value of prospective impression and places a bid accordingly. Using DSPs, you can also integrate ads with third-party vendors and ensure more impressions from various sources. 

With all the above digital advertising platforms, you must also realize that not all are required for your business. Based on your communication objective, purpose of advertising, nature of product, and target audience profile, you must choose the most suitable platforms that will provide maximum reach and exposure to your brand. Such decisions are time-consuming, and with adequate time and in-depth research and analysis; you can arrive at the right online destinations.

We conclude that Digital Marketing is way better that the tradictional ones. We no longer have to peek a boo in the market for that perfect choice. We can customize and lend a helping hand in the production of own products. Digital Marketing has helped evolve umpteen companies without putting a strenuous burden on the resources. Digital Marketing rules the present and future to come again!