How to Harness the Powers of Digital Marketing

The birth of the internet in early 1983 served as a catalyst for tremendous transformation in the fascinating world of marketing. The rising popularity of personal computers, the internet, and the advent of technology resulted in the subsequent birth of Digital Marketing (DM). The term, coined in the early 90s, denotes the electronic distribution of promotional content and digital communication. Put simply, it is the practice of marketing conducted on online platforms including the more conventional mediums like email, and the more modern and extensive network of social media and web-based advertising. As such, DM is synonymous with internet marketing.

?The staggering popularity of DM is attributable to its vast array of astounding benefits. For starters, it embraces the phrase “The world is your oyster” in its true spirit by having a wide-spread reach that is not limited by geographical boundaries. The internet is everywhere, and therefore, so is DM. It also allows for a substantially higher frequency of contact with the target audience, which ultimately helps retain existing customers while converting prospective customers into actual clients or users. It also allows you to customize and automate the schedule of content transfer. Striking the right frequency is important so as not to annoy customers by bombarding them with promotional content or becoming a distant, insignificant memory in their mind by only reaching out once in ages. Customer loyalty, a seemingly intangible yet crucial element for the success of any venture, can be quantified and enhanced using DM. Sending personalized emails that alert customers about upcoming product launches and providing periodic discount offers builds a sustainable customer base that drives revenue via repeat sales. Tracking and quantifying these outcomes is facilitated by DM software and platforms - a herculean task that cannot be easily or accurately replicated manually. It also helps you tailor your marketing based on the individual’s specific needs. For instance, the DM software will detect the pool of working mothers who are on the lookout for healthy ready meals for their children, and accordingly send relevant promotional content to address this requirement. It’s all about serving needs with the right product at the right time.

?The colossal importance of social media and its immense powers play a pivotal role in any DM campaign. Creating relevant and valuable content that benefits, inspires, and entertains customers will ultimately enhance social media following. Customers will be more inclined to purchase from businesses that spark a feeling of connectedness, cater to their needs, and add value to their lives. Furthermore, cost reduction while still delivering value is just as important as revenue growth. The overhead costs of traditional marketing methods such as newspaper ads, radio broadcasts, and prime television time to air adverts are immense and the results not as remarkable as those engendered via DM efforts. Meaningful engagement with customers is of paramount importance to help them feel valued and heard. Interacting with customers online makes them feel an important part of your brand and gives them a voice to express their views and needs. Moreover, this information is also a very valuable input to the company’s R&D department which ultimately helps them launch new products built using customer feedback and involvement. This further augments brand loyalty and credibility.

?Thus, it is apparent that DM is very beneficial, but the extent of its effectiveness depends on how it is practiced. There are many ways in which DM can be done, and the right strategy depends on the company, its products, and its target audience. Search Engine Optimization (SEO) is the most obvious yet powerful tool. Customers like to look things up online and having an SEO-friendly website is essential to ensuring a presence in their search feed. While some companies pay to appear on the first page of Google; others implement sustainable SEO practices that produce a gradual but organic flow of traffic to their website. Another inorganic method of attracting traffic is when companies pay for every click on their adverts initiated by customers browsing the web. This is called Pay-per-Click (PPC) advertisement. Just like a receptionist is the face of the company during in-person visits, the website is the digital face of the company that creates a lasting impression on customers. Being user-friendly, informative, creative, and offering a pathway for customers to contact the company are some of the key elements of a good website. Content Marketing is yet another avenue through which companies engage with their target audience. They generate content such as videos, testimonials, podcasts, and blogposts to endorse their business. Social media marketing needs no introduction as it is at the forefront of most DM campaigns due to its substantial reach and popularity. Social media influencers and content creators also employ a technique called Affiliate Marketing. This involves promoting products on their channel and attaching an affiliate link that directs viewers to the company’s website. It’s a win-win situation because the company has authorized these influencers to supply their audience with a discount code that shaves some dollars off the final price of the product. In return, the influencers earn a bit of commission at no additional cost to the customers. Lastly, email marketing is the most conventional method of DM although not as popular because most people don’t like to receive tons of emails unless they absolutely love the brand. Some people subscribe to mailing lists and receive periodic emails with important updates and announcements.

Therefore, it is evident that DM is a powerful tool that governs every company’s marketing strategy – be it a fledgling start-up or a mammoth organization with a global presence. Every business seeks to deliver value and achieve growth, both of which can be achieved through clever, creative, and meaningful DM exercises. To summarize, some of the key problems eliminated or curtailed with the help of DM include gaining a better understanding of your target audience, achieving enhanced SEO, developing the perfect social media strategy, and quantifying the outcomes of these endeavors using metrics that are appropriate for the business in question.

by Mahima Kulkarni