Digital marketing has grown in leaps and bounds in the past decade.
500 million+ Indians are on the internet, 350cr Indians have active social media accounts, 200,000 new jobs are created every year related to digital marketing and people are spending more than 90 minutes on an average on mobile phones.
There is no better time to be a digital marketer.
But what is digital marketing? Why is this such a buzz word?
Lets break it down in 2 words.
In simple terms – Marketing is understanding the needs of the customer and providing solutions accordingly. It is the art and science of conceptualizing, communicating and delivering solutions to customers that solve their need, want or demand.
Example: If you want to have fun with your friends, a marketer may interpret and offer this needs in the following way: marketers of say a restaurant may try to entice you with a great party deal, travel industry may respond with a group based adventure package, a video conferencing app may help you talk with all your friends simultaneously and so on…
Using digital tools and channels to create awareness, promote and sell through online marketing tactics like social, search, email is digital marketing.
Example: You may be a baker and would want to sell perfectly crafted cakes to people. You can create a page on Facebook, say Delicious Bake and may post a delicious looking multi-color cake pic. The post may reach out to prospects who are now drooling to taste the cake and then they give an order. You may also use other platforms like Whats App, Telegram, Messengers to receive orders!
It’s no surprise that today’s consumers are online: hanging out on social media, staying updated on news sites and blogs, and searching online when they have a need. People now expect instant answers to their queries and immediate gratifications that make them feel good.
That’s why, for better marketing results, you need to be online too—getting people’s attention, building interest in your products and services, and driving sales with digital marketing.
But how does Digital Marketing work?
Let’s take an example:
You see a delicious looking ice cream on Facebook and immediately start having craving for it. You then immediately message via say Whats App to your girl friend that you are booking a table on the weekend at that restaurant. In the meantime, the ice cream store puts a 50% discount promotion a food delivery app say Swiggy or Zomato. The irresistible offer makes you immediately order the ice cream. With a mouth full of awesomeness you put a Instagram post with the dessert along with your girl friend. On seeing this, your other friends order more of these.
Here – a Facebook post, Whats app, food apps, Instagram are all known as touch points or points of interaction.
Digital Marketing works efficiently exactly because these touch points.
Digital marketing works by creating touch points, or points of interaction, in a variety of digital channels—like Facebook, search engines, email, and YouTube—to build a relationship with prospects.
All of these touch points build familiarity and trust, so when people are finally ready to buy, they look to you first.
Digital marketing isn’t only about “being there” when your customers are ready to buy. It’s about creating the desire to buy and persuading them to buy sooner (and possibly more often). And in the above example you bought the ice cream before Sunday!
Earlier we would promote our products through Television, radio, newspaper, magazine or a poster outside a mall. These are more traditional. They have a physical form.
But these days a phone, apps, emails and internet grab more attention. And that is why digital f it has become very important.
That is why digital marketing might give you better results than traditional marketing. However, it would be great if both of them work together right? This is called integrated marketing. More on that in next article.
To learn more on Digital Marketing, join our flagship – 10 Minute Digital Marketing course. Its absolutely free.
So what are the benefits of Digital Marketing?