MEANING OF DIGITAL MARKETING;- Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.
Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.
Digital marketing involves some of the same principles as traditional marketing and is often considered a new way for companies to approach consumers and understand their behavior. Companies often combine traditional and digital marketing techniques in their strategies.
Traditional marketing refers to any type of marketing that isn’t online. This means print, broadcast, direct mail, phone, and outdoor advertising like billboards. From newspapers to radio, this method of marketing helps reach targeted audiences.
DIGITAL MARKETING VS TRADITIONAL MARKETING
The main difference between digital and traditional marketing is the medium through which an audience encounters a marketing message. While traditional marketing uses traditional media like magazines and newspapers, digital marketing uses digital media, such as social media or websites.
In Traditional Marketing Consumers cannot skip the ads, as they are bound to see them while in Digital Marketing Allows the consumers to avoid or skip the ads which do not interest them.
Also, in Traditional Marketing there is one-way Communication while in Digital Marketing there is two-way Communication.
Of course, traditional marketing doesn’t mean it’s old fashioned. Traditional marketing still plays an important role in people’s lives with the ever growing need to step out of the digital world.
The immersive experience of an impactful TV commercial and the tactile nature of a copy of Rolling Stone magazine are as important today as they were 20 years ago because of their lasting effects on your memory. Subconsciously you attach yourself to their brand emotionally, meaning they will stay at the top of your mind.
In the same token, digital marketing is just as important as traditional if not even more so. Digital marketing uses every touch point of your daily use of the internet to reach you.
WHY TRADITIONAL MARKETING IS BETTER THAN DIGITAL MARKETING?
Digital marketing offers better Return on Investment (ROI) if your audience is bigger as it helps reach a larger audience with less investment whereas, with traditional marketing, one is only limited to a local audience.
WHICH TYPE OF MARKETING SHOULD YOU USE?
The key to a great marketing campaign is to find the right balance between traditional and digital. In 2020, digital marketing is the yin to traditional marketing’s yang. Both play an important role in a marketing strategy, but they are each elevated when used in unison.
Take Guinness for example. Their TV commercials are infamous because of their unique and powerful cinematography. Over 20 years later, Guinness’ classic 1999 ‘Surfer’ campaign is still one of the best TV commercials of all time. However, even with this legendary status, Guinness still have to move with the times and incorporate digital marketing into their strategy so that they don’t miss out on some huge marketing opportunities.
In order to reach a broader and younger audience, Guinness recently expanded their digital marketing horizons by making video content specifically for Facebook and Instagram. Rather than just reformatting their TV commercials, they filmed their campaigns as social first videos by composing the shots specifically with both Facebook and Instagram in mind. The videos were specifically targeted to the audiences they had in mind.
The result was a visually stunning and impactful social media campaign about Compton cowboys caring for their horses in California. Perfectly trendy and sharable Instagram fodder.
Let’s get to the specifics and define the differences between digital marketing and traditional marketing and their pros and cons.
TRADITIONAL MARKETING: ADVANTAGES AND DISADVANTAGES
With the rise of social media, traditional marketing is often undervalued by marketers. However, traditional marketing still very much has a place in a consumer’s day to day life. If you have the budget to share your campaigns in magazines and prime time TV, your money could be well spent.
Traditional marketing channels include:
- Outdoor (Billboards, bus/taxi wraps, posters etc.)
- Broadcasting (TV, Radio etc.)
- Print (Magazines, newspapers etc.)
- Direct Mail (catalogues etc.)
- Telemarketing (Phone, text message)
- Window display and signs
Impactful and easy to understand
A visually bold billboard or a striking TV commercial is a normal part of most people’s day to day lives. They’re easy to digest and often entertaining.
Printed marketing materials are more permanent
If you have an advert in an issue of The New York Times it will be there until the magazine is recycled. Which is great if the consumer is an avid collector.
Seeing something in real life rather than on your phone is more likely to be remembered. The anticipation of the new Super-Bowl ads or a beautiful and impressive window display is more likely to stay in your mind than an instagram ad you’ll probably scroll past in seconds.
More difficult to measure campaigns
There are ways to measure traditional marketing campaigns such as brand trackers but they are nowhere near as in depth or intelligent as the tools available for digital marketing.
If you’re a brand in its infancy chances are you don’t have the funds for a 4-page spread in Vogue. Many forms of traditional marketing will set you back a considerable amount.
No direct interaction with the consumer
Unlike social media marketing, you’re more or less in the dark about your audience’s reaction to your marketing efforts.
DIGITAL MARKETING: ADVANTAGES AND DISADVANTAGES
However impactful traditional marketing is, we can’t forget that we are well and truly living in the internet age
According to zettabytes, “Internet users now make up 4.95 billion people around the world use internet in January,2022 equivalent to 62.5% of the world’s total population. On average, people spend 6 hours and 42 minutes online each day. By 2022, a projected 73% of all ecommerce sales will come from mobile.”
That’s a mind-bogglingly huge amount of time and opportunity to do some clever digital marketing.
DIGITAL MARKETING CHANNELS
As noted above, marketing was traditionally done through print (newspapers and magazines) and broadcast ads (TV and radio). These are channels that still exist today. Digital marketing channels have evolved and continue to do so. The following are eight of the most common avenues that companies can take to boost their marketing efforts. Keep in mind that some companies may use multiple channels in their efforts.
A website is the centerpiece of all digital marketing activities. It is a very powerful channel on its own, but it’s also the medium needed to execute a variety of online marketing campaigns. A website should represent a brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.
Pay-Per-Click (PPC) Advertising
Pay-per-click (PPC) advertising enables marketers to reach Internet users on a number of digital platforms through paid ads. Marketers can set up PPC(Pay Per Click) campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Meta (formerly Facebook) and show their ads to people searching for terms related to the products or services.
PPC campaigns can segment users based on their demographic characteristics (such as by age or gender), or even target their particular interests or location. The most popular PPC platforms are Google Ads and Meta Ads.
The goal of content marketing is to reach potential customers through the use of content. Content is usually published on a website and then promoted through social media, email marketing, search engine optimization, or even PPC (Pay Per Click) campaigns. The tools of content marketing include blogs, eBooks, online courses, infographics, podcasts, and webinars.
Email marketing is still one of the most effective digital marketing channels.
Many people confuse email marketing with spam email messages, but that’s not what email marketing is all about. This type of marketing allows companies to get in touch with potential customers and anyone interested in their brands.
Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers.
Social Media Marketing
The primary goal of a social media marketing campaign is brand awareness and establishing social trust. As you go deeper into social media marketing, you can use it to get leads or even as a direct sales channel. Promoted posts and tweets are two examples of social media marketing.
Affiliate marketing is one of the oldest forms of marketing, and the internet has brought new life to this old standby. With affiliate marketing, influencers promote other people’s products and get a commission every time a sale is made or a lead is introduced. Many well-known companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products.
YouTube is one of the most popular search engines in the world. A lot of users are turning to YouTube before making a buying decision, to learn something, read a review, or just to relax.
There are several video marketing platforms, including Facebook Videos, Instagram, and even TikTok to use to run a video marketing campaign. Companies find the most success with video by integrating it with SEO, content marketing, and broader social media marketing campaigns.
Companies and nonprofit organizations also use SMS or text messages to send information about their latest promotions or give opportunities to willing customers. Political candidates running for office also use SMS message campaigns to spread positive information about their own platforms. As technology has advanced, many text-to-give campaigns also allow customers to directly pay or give via a simple text message.
ADVANTAGES OF DIGITAL MARKET:
More options for engagement
Through channels such as social media you can physically see what your audience think of your brand and marketing efforts. If your marketing has been shared, liked and had plenty of positive comments, you know you’re doing something right.
Easy to measure your campaigns
On the flipside to traditional marketing, the specifics of digital marketing tracking are exceptionally in depth. This makes your learnings extremely clear for your next round of marketing efforts.
Makes clever targeting possible
If you have the tools to specifically target a 29-year-old female writer who loves Lizzo and drinking Guinness then surely you can also create perfectly tailored content?
DISADVANTAGES OF THE DIGITAL MARKETING:
Digital ads can be deemed as annoying
Think about the moment you’re scrolling through your Facebook homepage and all you want to do is see what your old school friends are up to these days. Then you get the dreaded sponsored ad for something related to an embarrassing ailment you googled the night before. It’s sure to make you actively dislike the very brand doing the clever targeting.
Digital marketing efforts like Google ads, banners, promo emails or social media ads can have a fleeting, temporary character. They’re intangible and can easily be ignored. If your target audience keeps scrolling or clicks to the next page your ad will be gone from their screen.
To get the most out of your digital marketing efforts there is a lot to learn. Each channel usually requires its own specialist, from search engine marketing to social media, each channel requires a pro to get the best bang for your buck. However, a grass-roots social media marketing strategy is a great place to start. Have a look at our digital marketing strategy guide for some inspiration.
NOTE: Internet marketing differs from digital marketing. Internet marketing is advertising that is solely on the internet, whereas digital marketing can take place through mobile devices, on a subway platform, in a video game, or via a smartphone app.
Digital Marketing Challenges
Digital marketing poses special challenges for its purveyors. Digital channels proliferate rapidly, and digital marketers have to keep up with how these channels work, how they’re used by receivers, and how to use these channels to effectively market their products or services.
It’s becoming more difficult to capture receivers’ attention because receivers are increasingly inundated with competing ads. Digital marketers also find it challenging to analyze the vast troves of data they capture and then exploit this information in new marketing efforts.
The challenge of capturing and using data effectively highlights that digital marketing requires an approach to marketing based on a deep understanding of consumer behavior. For example, it may require a company to analyze new forms of consumer behavior, such as using website heatmaps to learn more about the customer journey.
What Is a Digital Marketing Agency?
A digital marketing agency is a firm that deals exclusively in marketing to consumers through digital channels. This includes creating and launching campaigns for corporate clients through social media, pay-per-click advertising, videos, and websites, among others.
What Is SEO in Digital Marketing?
Search engine optimization or SEO is the way that companies are able to increase their traffic through search engines with the goal of pushing their websites and names at the top of any search results page. This can be through search results done organically or editorially. When companies are able to successfully apply SEO in their digital marketing strategies, their names and websites become increasingly visible to more consumers.
What Is Internet Marketing?
Internet marketing is any marketing that takes place solely on the internet. This means it exclusively appears on websites. It is different than digital marketing, which includes internet marketing as well as marketing on social media sites, and mobile apps. These marketing campaigns can take place through smartphones, digital devices, and other platforms.