What is Digital Marketing?
What is Digital Marketing? Digital Marketing has evolved in the last few decades. These days, businesses are extensively using online media. In this
article on the overview of Digital Marketing, we will understand the benefits and objectives of Digital Marketing.
Evolution of Digital Marketing
The term Digital Marketing was first used in the 1990s, during the early days of the internet. The launch of the Archie search engine developed by the students and staffs of McGill University School of Computer Science was perhaps the first notable milestone in the online media. This was a tool that indexed FTP archives and made it easier for people to search files, since they go online for various reasons.
Some of the key milestones in this evolution till the last decade are as follows:
- 1991: American Online (AOL) was launched.
- 1994: Yahoo was launched as “Jerry’s Guide to World Wide Web” and garnered one million visits in one year.
- 1997: Six Degress.com was launched as the first social media platform, which showed the way to the web 2.0.
- 1998: Google was born, inspired by Goto.com, based on an algorithm called “BackRub” helping in the online search.
- 2001: First mobile marketing campaign was launched by Universal Music to promote a single.
- 2004: Gmail was launched, Google went public, and Facebook was launched in Harvard.
- 2005: YouTube was launched with its first video “Me at the zoo”.
- 2006: Twitter launched micro-blogging with the founder Jack Dorsey sending the first tweet “just setting up my Twttr”.
- 2010: WhatsApp was launched by two former employees of Yahoo
Some of the key changes in Digital Marketing that occurred over the last two decades include the following:
- Marketing has shifted its focus from desktop to mobile with strategies such as ‘mobile first’.
- The early days of interrupting banner advertisements are slowly giving way to content marketing, aimed to educate and inform consumers to make a favorable decision for the brand.
- Instead of relying on gut feeling, digital platforms have made an enormous amount of data available on clicks and behavior, based on which marketing efforts can be improved.
- The traditional copy-writing has transformed into web-specific copy-writing, keeping the ease of consumption across devices in mind and yet making the same or more impact.
- With multiple channels and campaigns to run marketing, automation has made life easier for digital marketers to delegate repetitive and rule-based work to machines.
- Stuffing meaningless keywords to enhance the chance of ranking in search gave way to semantic-based search, where the engines are smart enough to match the searcher’s intent with relevant web content.
Objectives and Benefits of Digital Marketing
Why Consumers go Online?
People go online for reasons such as:
- Looking for information; for example, ‘cafes near me’ or the ‘price of a laptop’
- Socializing through numerous social media sites, such as Facebook
- Watching videos on media channels, such as YouTube and Netflix
- Making online transactions, such as online bill payment
- Shopping online on sites such as Amazon
- Playing online games
- Learning online through sites such as Coursers or other online learning platforms
As per the study by Smart Insights, passing time (having fun), followed by education are the top two motivators for people to go online.
What is Online Marketing
Online or Digital Marketing refers to the techniques available to a business to promote their services on the internet.
Online media consists of the following:
- The website that a business can create to give information about the product or service
- Mobile apps developed by the businesses so that it can be used in the smartphones
- Search engines that are leveraged by business, either to rank organically or to show an advertisement
- Social media, which is leveraged to publish posts and push products or services through social media advertisements
- Online listing, such as Google my Business, to list the important aspects of the business, such as phone number, location, opening hours and so on
- Online publishers, such as different news sites, where a business can promote through banners and featured articles
Objectives of Online Marketing
The key objectives of online marketing are:
- Building brand: By creating awareness about the company and its products or services and making it stand out amongst the competition.
- Generating Leads: To generate leads through different inbound and outbound methods which will ultimately convert into sales revenue.
Goals of Online Marketing
The objectives mentioned are further broken down into the following marketing goals:
- To get more customers through different forms of digital outreach
- To get more revenues, either from the existing customers (by up-selling and cross-selling) or from the new customers
- To get more profit by harvesting the existing prospects and customers, and generating sales cost-effectively through growth strategies
- To create the position in the mind of consumers to look favorably at the brand and thereby, create more transaction opportunities
- To build trust amongst the general public, even if the customers are not directly consuming the product or service, which helps in standing out from the competition
- To create awareness, especially when the product or service is niche or new
- To ensure customer satisfaction by online channels through hassle-free fulfillment and being in touch post sales
- To use online media channels to make a huge impact to increase the sales and leads with a very short turnaround time
Currently, online media is used to create experience of out-of-the-world content or technologies such as 3D. There are many micro goals, which marketers can create from the above, depending on the short-term and long-term targets.
Benefits of Digital Marketing
The main benefits of Digital Marketing are:
- It can help a brand reach out to a wider market.
- Digital outreach can target specific consumers based on their demographics and online behavior.
- The same set of target consumers can be reached multiple times through methods of re-marketing.
- Digital Marketing empowers a business to spend only the money required to achieve its goals, either through reach, clicks or conversions.
- Marketing, in most of the digital media, is convenient and flexible. One can start with the low amount of knowledge and minimal budget.
- One can scale Digital Marketing very easily if the initial results show positive traction.