Digital Marketing is the most vital part of electronic marketing which uses electronic and online-based technologies including mobile phones, desktop computers, and other electronic media and networking platforms to advertise products and services. Digital marketing, by its very nature, empowers users with a new way of participating in the online consumer marketplace. It helps build brand awareness, generate sales leads and increase profitability through increased sales. In today’s tough business environment, having a clear and consistent message that encourages consumers to make a purchase decision can be the difference between success and failure.
The traditional methods used in digital marketing such as print and television advertisements have been criticized for being ineffective and expensive. New methods such as video advertising, interactive website experiences, and podcasting are emerging as effective ways of reaching target markets. While these methods may seem new and improved, many of the pioneers of these new approaches built their businesses using the same models that have been used for decades. The key difference was in how the messages were delivered and the effectiveness of the delivery mechanisms. These companies recognized the need to create powerful and engaging digital channels to make their campaigns more effective.
New methods of digital marketing are being developed daily to leverage the power of the Internet to enhance the relevance of campaigns. Traditional marketing methods rely on research and development, focus groups, surveys, and target demographic analysis. Many traditional marketing campaigns are also laden with legal terms and lingo that consumers may not be able to understand. For instance, TV ads are often referred to as commercials or PPC, pay-per-click advertising is very popular on the Internet, and radio ads are often referred to as sponsorships or sponsorship. All of these terms are confusing and difficult for most consumers to understand.
This is where digital marketing makes a great deal of sense. Digital marketing campaigns are simple to understand and the messages are delivered in engaging and compelling ways that target the specific audience most effectively. For example, a health and wellness magazine may use a picture of a woman in a bikini to illustrate an article about the state of mental health in women. When the appropriate message is delivered to this target audience, they are much more likely to engage with the content.
Another example of digital marketing strategies is a form of navigational advertising called equine. The equine links users up through the different digital channels available to the consumer. Users can go down the equine with the corresponding product or service, and up through the different digital channels to see other products and services available. This allows users to explore the product without having to navigate from one platform to another, which makes the experience more engaging for the consumer.
Digital marketers need to be cognizant of the differences between platforms and the creatives being employed on those platforms. Platforms like Facebook and Twitter, for example, are great at connecting customers and creating new customer relationships. On the other hand, traditional advertising formats, like television spots and billboards are more direct and have a less intimate connection with the target audience.
