With the development of internet, digital marketing becomes
more and more popular. It is embodied through electronic devices such as
tablets, laptops, smartphones, game consoles and personal PCs. The channels used to transmit messages are:
websites, emails, applications, videos, blogs, search engines and social
networks. Digital marketing strategies are very similar to general marketing
strategies (the combination of all marketing goals into one master plan usually
to promote a service or product). The only difference between the two is the
way the message is delivered to the consumer.
Digital marketing became increasingly
important with the development of the worldwide web. It started in the late 90s
and became even more sophisticated in 2010, and since then has become a
powerful marketing tool. First there were only banners and ads that could be
read or viewed, but there was no interaction, so they could not be shared on
the web. After the birth of Google and the development of its search engine,
marketers started using it as another promotional tool. Later on, “cookies”
were developed and that allowed marketers the ability to analyze users’
browsing habits. In 2004, sites such as Facebook and LinkedIn were created, allowing
users to interact and share all kinds of information. Advertising and marketing
became even more important as a result.
There are a few
important aspects and advantages of digital marketing strategies:
-
Reduces cost of advertisement. Even small businesses can afford to
use digital marketing and it is much cheaper than when posting advertisements
in traditional media such as The Yellow Pages, radio or TV.
-
Simple to measure. With the help of programs such as
Google analytics, it is possible now to measure traffic on websites. It is
possible to see how many people open and read emails and converting from them.
-
Brand development. Well maintained sites will add a lot
to a firm’s brand development. Additionally, it shares information with consumers
about new products, promotions and sales.
-
Instant. With the help of the internet, it is
possible to spread flyers and prospects instantly.
-
Engagement. The interactive nature of the
internet allows consumers to not only receive information, but they can answer
back, post their opinions or discuss products with each other.
Unfortunately, there are a few disadvantages that make digital marketing
less desirable compare to more conventional methods:
-
Slow internet connections due to heavy traffic to a website can
cause slower downloading speeds.
-
It
is impossible to test merchandise, and waiting on a delivery is a downside to
some consumers.
-
On line payment is not hundred percent trusted yet;
some consumers are hesitant to give their credit card information electronically.
In spite of
these disadvantages, with the increasingly complex development of the web and the
development of more sophisticated security features, the popularity of digital
marketing will rise even more. In the future, it is very possible that majority
of retailers will exclusively deal with online purchases. Every year, fewer and
fewer people watch TV and read newspapers. Consumers are spending more and more
time online, therefore retailers will easily find their major target market there.
For modern organizations, it is essential to develop their skills in digital
marketing strategies, imply them and start building their relationships with
their users virtually.
Digital marketing strategy builds on
and adapts the principles of traditional marketing, using the opportunities and
challenges offered by the digital medium. A digital marketing strategy should
be constantly iterating and evolving. Since the Internet allows for
near-instantaneous feedback and data gathering, digital marketers should constantly
be optimising and improving their online marketing efforts (EMarketing, Stokes22-23).
Work cited:
Stokes, Rob. EMarketing: The Essential
Guide to Marketing in a Digital World. 5th ed. Cape Town: Quirk EMarketing,
2013. 22, 23. Print.
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