DIGITAL are to be projected from digital marketing strategies

DIGITAL
MARKETING

ABSTRACT

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Digital marketing is prominent
today and is also known as internet marketing,
e-marketing and web marketing, which can be defined as ‘achieving
marketing objectives by applying media and digital technologies’. An indepth study
of digital marketing throws light on the following facts and is in conjunction with online communication
techniques including the likes of interactive tools, insights,
marketing, advertising, blogs, promotions, social media, e-books, reviews and
branding assets. An increase in devices to read digital media has resulted in
the simultaneous growth of digital marketing.

The research mainly focuses on
discovering what is new in digital marketing, innovative ways to market online,
to use channelized methods that enables an organisation to analyse marketing
campaigns and to understand what is practically effective. Digital marketing is
dependent mainly on rapidly evolving and changing technology. Eye-catching
features are to be projected from digital marketing strategies and
developments. These techniques are a great help
in acquiring new customers and servicing the existing customers. This helps in
developing the customer relationship through e-CRM and marketing automation. However,
for digital marketing to be successful, there is still a need for integration
of these techniques with traditional media such as print, TV and direct mail as
part of multichannel marketing communications.

Digital marketing is done carefully
with the help of strategy, planning and implementation. Digital marketing is an
all-encompassing term for all your online marketing efforts. Marketing has
always been about connecting with your clients at the right place and at the
right time. It has a huge potential with clients who can be chosen from the
users of world wide web. There is a huge spectrum of tactics like email
marketing, digital advertising, online brochures and lots more.

Keywords: Digital marketing, blogs,
insights, social media.

INTRODUCTION

The people who
receive the information or buy products and services have migrated from
traditional to on-line media and a greater number of them are accessing the
desired news from specialized sites and mobile devices globally round the
clock. Digital marketing methods are faster, more practical and
versatile than the traditional ones. Digital marketing is the number one agenda of many marketers
and for those who are looking for innovative ways to market online, reduce cost
per lead and to discover what’s new in the internet marketing.

Internet
has opened tremendous potential for digital marketing opportunities for
conducting businesses. This form of marketing is less scrutinized than the
traditional marketing i.e. television or print media or radio or newspapers but
is pervasive for young adults who have grown up surrounded by digital
technologies and have a strong online presence. Digital marketing had become
more profitable in the recent years because it works directly with the digital
world we live in. Technology has put business in the digital age and using technologies has made the
lives of the people easier.

DEFINITION

Digital Marketing
has been defined by different marketers as:

 

 “At a high level, digital marketing refers to
advertising delivered through digital channels such as search engines,
websites, social media, email, and mobile apps. While this term covers a wide
range of marketing activities, all of which are not universally agreed upon.”

 

“Anytime you use
connected devices to reach people with your content, you’re engaging in digital
marketing.”

 

“What truly defines
successful digital marketing is an agile framework that integrates three basic
elements that might be more internally focused: people, process and
technology.”

 

MEANING

Digital marketing is an
overall term, which is used where advertising and marketing is combined with
web innovation and different kinds of online media platforms. It can be
understood as a well-targeted, quantifiable, and interactive marketing of
products by utilizing digital advancement to satisfy the potential customers
and convert them into clients. The whole concept of Digital Marketing is to
make one’s effort more competent, effective, result-oriented and quantifiable,
which makes it much more profitable than traditional marketing.

Digital Marketing becomes more effective when there is
audience segmentation, when the data is measured more effectively and when
there is a potentially larger and more of a personal reach to its customers or
clients.

UNDERSTANDING WHAT IS REALLY DIGITAL

Most experts
believe that ‘digital’ is not just yet another channel for marketing, it
requires a new approach to marketing and a new understanding of customer
behavior.

1.       Not
advertising, but advertainment

Digital marketing is based on both the advertiser’s
content and shared content from others. But, instead of forcing people to view
the advertising copy, the goal must be to use advertainment, which combines
corporate messages with entertainment.

2.       Peer
recommendations

‘Word of mouth’ is the biggest recommendation for purchasers.
Before the advent of digital marketing, word of mouth was a low-key affair, but
digital marketing amplified those voices. A picture is worth a thousand words. Sharing
photographs on social networks catch the viewer’s interest. Peer recommendation
amplify the firm’s marketing efforts without any investment

3.       Digital is
data-driven

Direct marketing gave an immediate feedback while the
advertisements in the print media was not so easy to analyse. ‘Direct
marketing’ helped in analyzing the data, determine the impact of the marketing strategy
and predict the probable returns on the investments made. By analyzing the data
available, an informed analyst can determine the marketing strategies best
suited for optimum reach.

4.       Digital
marketing isn’t just different, it’s better

The traditional media, whether it is television, radio
or newspaper no longer holds the interest of the common man. Instead in the
days of the internet, Netflix gained superiority over the television, online
newspapers are preferred to the printed ones and online playlists are preferred
over radio programs. Thus, advertisements are reduced to a minimum as they are
simply fast-forwarded and only the actual program is viewed. Therefore, it is
now the day of digital marketing.

 

 

OBJECTIVES
OF DIGITAL MARKETING

The supreme purpose of the digital
marketing is concerned with consumers and allows the customers to intermingle
with the product by virtue of digital media. To achieve
one’s business mission and targets on the internet, you need to identify
digital marketing objectives that help online promotional activities.
The main purpose is to promote products through different forms of digital
media. Marketing objectives are basically marketing strategies set in order to
achieve the overall organizational objectives.

The
digital marketing objectives should be SMART
and targets appropriately set, to ensure that you are more effective.

SMART:

      
Specific

      
Measurable

      
Actionable

      
Relevant

      
Time-bound 

 

WHAT IS DIGITAL MARKETING CAMPAIGNS

In
order to achieve the goal, the foundation of the strategy should be based on
Digital Marketing Campaigns by generating more leads. Long term strategies are of
no less importance as they are tactics which contribute to the overall success
of the campaign.

 

 

 

 

 

 

 

 

 

WHAT IS DIGITAL STRATEGY

 

Digital marketing
strategy is the set of actions which will help achieve goals using web marketing.
The term ‘strategy’ might seem over-whelming, but building up an effective
digital strategy can be quite easy. In other words, a strategy is just a plan
of action to achieve the goal. Depending on the turnover of one’s business, the
digital marketing strategy might involve a variety of inputs to achieve various
targets. Let us examine the difficulties involved and work out solutions which
can help create an effective digital marketing strategy to set up a successful
online business.

 

EFFECTIVE DIGITAL MARKETING
STRATEGIES

 

For you to get the
most out of digital marketing, you must be at par with the emerging marketing
strategies. You will achieve this objective by maintaining an active online
presence. Interact with expert marketers both online and offline with a goal of
learning more from them. Try new things regularly to increase the popularity of
your business on the web.

 

     
IDENTIFY YOUR GOALS AND DIGITAL MARKETING TOOLS

Your marketing goals should always be tied back to the fundamental goals of the business.
Whatever your overarching goal is, you need to know how to measure it, and more
important, actually be able to
measure it. How you measure the effectiveness of your digital strategy will be
different for each business and dependent on your goals, but it’s vital to
ensure you’re able to do so, as it’s these metrics which will help you adjust
your strategy in the future.

     
PERSONAL BRANDING

This strategy
involves letting customers know who you are and what drove you to
entrepreneurship. A large number of successful businesses out there are
recognized by entrepreneurs who lead them. Branding yourself enables you to network,
meet, and form partnerships with other visionary leaders.

 

     
SEARCH ENGINE OPTIMISATION

SEO is one of the most effective tools for digital
marketing since it is used to improve the visibility of a particular brand on
search engines. Products or services sold via your website are likely to sell
fast when your brand is visible in search engine results. Your brand’s search
engine ranking is influenced by your content development strategy and technical
structure of your website.

 

     
EMAIL MARKETING

Email marketing is the cheapest online marketing
strategy you can use to let customers know about your products, services, and
exciting deals. What is needed is to collect subscribers from the social media
accounts and existing customer base. Create email newsletters on daily, weekly,
or monthly basis targeting your clients. Include hyperlinks of new deals,
products or services to drive traffic to your website.

 

     
SOCIAL MEDIA MARKETING

Social networking sites make the Internet an exciting
place to visit regularly. These sites facilitate communications between
billions of users daily. You should own at least three social media accounts
for your customers to keep abreast with your enterprise’s progress. Use these
accounts to drive traffic to your website by posting links to innovative and
new services and products. Respond to customers’ feedback on the sites using
positive language to maintain your brand’s reputation.

 

     
RESPONSIVE WEB DESIGN

You will achieve this objective by maintaining an
active online presence. Interact with expert marketers both online and offline
with a goal of learning more from them. Try new things regularly to increase
the popularity of your business on the web. Your web page should have easy
navigation bars. It should also allow visitors to reach you by clicking on an
email address or phone number.

 

     
CONTENT MARKETING

Content marketing is a versatile, useful, and
incredible digital marketing strategy that you can use to inform your customers
concerning your services or products. The company should also comprise of
dedicated sales professionals for this job. The sales professionals should
undergo quality sales
training on a yearly basis
to familiarize themselves with the ever-changing digital marketing trends. This
training also enables them to adopt best practices, set realistic goals, sell
efficiently, and have less turnover in sales. The media should be availed
online for clients to download and learn more about the enterprise.

 

     
FACEBOOK MARKETING

Facebook includes the most powerful social media marketing features that
allow marketers to provide videos, photos, longer description option and
testimonials on their Facebook page for others to see. Marketers can make a
group or join a group of their liking on Fb and ask questions or give answers
related to topics associated with your kinds of businesses. There are automated
scheduling tools available to automate Facebook Marketing, which makes it one
of the most quantifiable SMM channels incorporated in most of the basics of
digital marketing e-guides. 

 

     
WEB ANALYTICS

Web Analytics is the
review, examinations, and reporting of a web information and data for
motivations behind comprehension and enhancing web utilization. This strategy
is helpful to quantify what numbers of individuals have gone by a site, and how
frequent they have used the site or what course they have selected to reach
your site. This is thoroughly covered during introduction to Digital Marketing.
Different Web analytics tools can be used to measure whether your site page is
working effectively or not.

Most common Web Analytics
tools are Google Analytics, IBM Coremetrics web analytics, Adobe site
catalyst, IBM’s Unica Netsight, Piwik, Yahoo marketing dashboard, Moz, etc.

 

     
TWITTER MARKETING

Twitter marketing is the latest tool to explore a new customer base
without invading their privacy. Twitter is a micro blogging service that helps
a two-way communication between the marketers and potential clients. After
creating a personal page in twitter, one can upload the site and share
information regarding the business.

 

     
LINKEDIN MARKETING

LinkedIn connects professionals from varied backgrounds. Therefore, it
is a preferred channel for digital marketing. It provides professionals a
chance to expand their business by connecting with other business
professionals. LinkedIn members have an opportunity to promote their company
directly to their clients by using widgets. “Company Page” can also be created
on LinkedIn which is as good as a business resume for your client to have an
overview about the business.

 

     
EVALUATING THE EXISTING DIGITAL CHANNELS AND ASSETS

The owned, earned, and paid media framework helps to
categorize the digital assets, or channels that you’re already using.

Owned Media refers to the digital assets that your brand or company
owns — whether that’s your website, social media profiles, blog content, or
imagery, owned channels are the things your business has complete control over.

Earned Media refers to the exposure you’ve earned through online word-of-mouth.
Whether that’s content you’ve distributed on other websites or the customer satisfaction
you’ve delivered, earned media is the resultant recognition. You can earn media
by getting press write-ups, positive reviews and also by ‘going viral’ on
social media.

Paid Media is a bit
self-explanatory in what its name suggests and it refers to any channel that
you spend money on to catch the attention of your buyer personas. This includes
things like Google AdWords, paid social media posts, native advertising like
sponsored posts on other websites and any other medium for which you directly
pay in exchange for visibility.

ADVANTAGES OF DIGITAL
MARKETING

1.       One
benefit to using digital marketing is that the results are much easier to
measure

2.       A digital
campaign can reach an infinite audience.

3.       Digital
marketing is cost-efficient

4.       Digital
marketing is also a very interactive means of reaching an audience since it
makes use of social outlets.

5.       There can
be plenty of direct contact between the audience and the business which means
that the business can get some very valuable consumer feedback.

6.       Potential for business in previously non explored
communities and target markets

7.       Broadening of overall business potential and increase in
exposure

8.       Your
audience can choose how they want to receive your content

9.       Better market research and analysis

DISADVANTAGES OF DIGITAL
MARKETING

1.    Real-time
customer complaints and feedback.

2.    Customer
complaints and feedback visible and open for scrutiny from the public.

3.    Your digital footprint becomes too much to handle – Turn
to negative online reputation

4.    Increased
usage of business and personal resources to manage and control your social
media campaign.

5.    Not enough knowledge to take the right steps and follow
an optimised process

6.    Training and expertise necessary to manage social media
to the optimum

7.    Not enough ROI for the amount of risk and effort

COMPANIES THAT UTILISE DIGITAL MARKETING IN INDIA

     
iProspect
India 

     
Mirum India

     
Ogilvy Public
Relations Worldwide

     
iStrat

     
BCWebwise

     
Resultrix

     
Reprise Media
India

     
To The New Digital

     
Xebec Digital

     
Social Panga

 

CONCLUSION

The planning and the
research is done and now there is a solid vision of the elements that are going
to make up the digital marketing strategy. As generations evolve and technology
develops, the advancement in the field of marketing and advertisements has been
immense. No longer are businesses bound by the limitations of traditional
marketing techniques.

Based on the
discussion it has been found that in case of the digital marketing the most
important aspect is to connect with the users. The ladder of engagement has
shown the approaches to attach with the customers. The study has also revealed
that in order to utilise the digital marketing in an effective way, the
companies are required to design an effective platform. The transition of
newspaper from the printed version to the online version has been exemplified
the current trends of the digitalisation. Internet marketing is all about being available whenever
and wherever customers may need you, rather than just popping up once in a
while for attention.

Modern market has
transferred to the online world where companies can now reach customers
worldwide, using different forms of online marketing. Not only does this
increase the potential market and the number of potential customers, but it
also provides companies with the chances of establishing the position on global
market and thus reaching for greater success and achievement of long-term
goals.

I feel that my research provided distinct insight on
how organizations can use their social media for social marketing. My study is
one of the first of studies like this. It takes time to compile research
especially on digital media since it is constantly evolving and moving forward.