DIGITAL MARKETINGMarketing – the ultimate and only means to achieve the company’s overall objectives
The early marketer had the option of communicating to the customers through advertisements mainly by mediums like the newspaper, pamphlets, posters, banners followed by the radio, television and outdoor publicity..
The traditional medium had its own disadvantages
· It is complex and difficult to follow
· It is highly expensive
· Difficulty in reaching to the right TG
· More of a one way communication
· It involves more human resource
· Highly un flexible
· Geo targeting is difficult
DIGITAL MARKETING- MEANING
The advent of internet, and the net spreading its tentacles far and wide in India in the 21st century the advertising media underwent a huge change ..It has made way for a new medium called digital marketing -typically means marketing of products and services through the digital platform by means of internet and mobiles,
India has grown multi fold times from where in it started the L.P.G laws of the government has paved way for the Indian marketers to try to implement a new media mix with the availability of more advertising budget.
India is still in the infancy stage in this field but is growing at an alarming rate. Digital marketing is more relevant today because of the easy availability of the internet connection to domestic users...
DIGITAL MARKETING- ADVANTAGES
Digital marketing is seen as a very viable and cost effective method to advertise,
· it does not require huge investments
· it does not require highly skilled human resource like an ad designer a planner a media buyer etc... to place and advertisement
· Human errors can be corrected instantaneously
· It reaches the right T G
· A geo target is possible
· Response can be measured
· A call to action can be performed
COMPONENTS OF DIGITAL MARKETING
The major components of digital marketing are
1. SEO- Search Engine Optimisation
2. PPC-Pay Per Click
3. SOCIAL MEDIA MARKETING
4. AFFILIATED MARKETING
5. MOBILE & E-MAIL MARKETING
SEO- Search Engine Optimisation
The internet is used by user mainly to search relevant data available, to send and receive personal and work related mails and to socialise
The study of seo –answers the question of “ how do I bring my website on top which can cater to my target group”
Seo is majorly applicable in all industries but it finds more relevance in travel, tourism leisure, e-commerce, newly launched SMU’S and IT companies
It is free of cost and it is an excellent platform to manage and maintain the company’s online reputation
If used wisely then the seo would prove excellent for the long time spent on developing it
Organic search listing
The career opportunities and titles available to seo professional are-
seo analyst, seo specialist, seo executive, seo manager, seo team lead, seo trainee etc..
PPC-Pay Per Click
This refers to a paid form of advertising with the search engine-google in order to gain business. The advertiser typically pays google when the person seeking information finds the advertisement and clicks on the respective link.
It is an extremely fast
It is cost effective
It is an excellent branding tool
It helps companies to manage their crises situation efficiently
It help marketer in market testing and also test marketing
SOCIAL MEDIA MARKETING
Social media is another non-pay platform where the communication is through social websites like face book, tweeter etc...
This is again free of cost and an effective branding tool and is an important criteria for ranking
Affiliated marketing is successful in case of associated products and web pages, where a particular TG is concentrated and the product is advertised bearing them in mind. This sells best in case of complimentary products.
The advertisers pay the website on occurrence of a sale
It is most applicable in case of e-commerce industry
MOBILE AND EMAIL MARKETING
Mobile and internet marketing is more of a personal communication to the audience, it can be highly customised for a particular group of people and is a very effective means of communication
It is an excellent medium when used appropriately