Not so long ago mass media comprising radio, TV and print ruled the roost in garnering the major share of advertising and sales promotion dollars.
After the explosive debut of mobile phones, Internet, smartphones and Internet-based technologies the scene changed and today the share of digital media advertising dollars is growing 3 times faster than the growth in overall media.
The digital medium has transformed the way companies conduct their marketing activities.
Thus, digital marketing is the sum total of all marketing activities conducted using the digital medium.
According to Dentsu Aegis Network as reported here, Indian Ad spend on digital media is Rs 82 b in 2017.
In the same report, forecasts indicate that digital media advertising would more than double to Rs 190 b representing 24 percent of total advertising spend in the year 2020.
This statistic, signifying a 32 percent CAGR, underlines the growing influence of digital marketing in the overall marketing strategy adopted by organizations.
Digital marketing is the new mantra for thousands of businesses all over the world.
The many advantages of digital marketing include
- Interactive nature of digital marketing in real time as opposed to one-sided communication in traditional mass media
- Easier for customers to participate – to try a product, to respond to a coupon, to buy a product or service or to enter a contest
- Highly result oriented and data-driven
- Highly cost effective
If digital marketing is so powerful, how can it help grow your business? We tell you about seven ways in which digital marketing can grow your business
Creating a website
The website is an integral part of digital marketing effort.
It is unthinkable in today’s world to find a business that does not have a website.
A well-crafted website can showcase your products and services to customers.
It becomes the fountainhead of your communication effort and works as the first point of contact.
From here onward, you can engage customers to win them over as paying customers.
The development in digital technologies is so immense that now you can engage with customers on any device the customer is using – desktop, laptop, tablet, mobile phone or smartphone through a unified message.
Search Engine Marketing (SEM)
Most customers use search engines to search for information on products and services.
When people enter a search term pertaining to your product your website address must show up on the first page of the search results.
SEM comprises activities that involve
- Keyword research
- Search engine optimization (SEO)
- Paid advertising
Your website resides in the cyberspace along with millions of other websites.
You need a strategy to throw up your website on top of search engine results.
You can achieve this through SEO by choosing the appropriate keywords that customers enter on search engines.
SEO involves a combination of keyword research and content management to ensure your website gets noticed quickly and easily.
Read More: 18 Backlink Sources For Your Link Building
Pay-per-click is a major component of SEM that helps to drive huge traffic to your website and the beauty is that you pay only if the customer clicks on your entreaty.
Email marketing is perhaps the first foray into mass digital marketing techniques.
It has stood the test of time and performs well as the first point of information.
Over the years, email marketing has become very inexpensive and it serves a limited but important purpose when you can send email messages to specific people in your database or any other database.
Influence marketing works very well with social media in influencing other people to try your product or service.
You have heard of the term ‘goes viral.’
Read More: Video Marketing Tips
If customers like your product they can beam their experience on their social media platforms to become your brand ambassadors and give your brand a fillip in quick time.
One positive aspect of the digital medium is the amount of data it generates.
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Data-driven marketing techniques can yield rich dividends by personalizing messages to individual customers.
With technologies available today, you can account for the multiple devices used by customers and establish attribution to a particular device.
Social Media Marketing
With social media platforms such as Facebook and Twitter, the social media scene is a treasure trove of opportunities for your brand.
Read More: Brand Promotion
Tools available to advertisers ensure that fine-tuned messages can reach targeted customers using a mix of proprietary content and user-generated content.
How can anyone ignore 2.63 billion people who are on some social media platform or the other?
Customers depend on information on products and services before they make a decision to buy.
Content marketing technique involves creating content desired by prospects and you can subtly plugin information on your products and services to drive the customer to convert to a paying customer.
Content marketing is a great way to attract customers and keep them interested in your products and services quickly and at low cost.
Besides the above 7 ways, there are other ways of growing your business by gaining popularity, engaging with customers and building relationship using digital marketing as your basis.
Some of the other ways include offering giveaways, running contests and using pop-ups in real time which are not possible in traditional media.
The multiple devices used by customers are perfect vehicles for talking to customers in their language and on their devices, and more importantly in real time.
Digital marketing strategies can make your brand stand out in a crowded marketplace and more importantly they can attract new customers while strengthening bonds with existing customers making your business grow manifold.