DIGITAL MARKETING COURSE IN BTM: DIGITAL MARKETING

 Digital Marketing: 

Definition:

    The use of digital channels to market goods and services and contact consumers is referred to as "digital marketing." Websites, mobile devices, social media, search engines, and other channels with a comparable function are used in this kind of marketing. With the introduction of the internet in the 1990s, digital marketing gained popularity. Digital marketing is frequently seen as a novel method for businesses to interact with customers and comprehend their behavior's. It shares some of the same principles as traditional marketing. Traditional and digital marketing tactics are frequently combined by businesses. However, it has its own set of difficulties, such as implicit prejudice.

History:

In the 1990s, the phrase "digital marketing" first appeared. With the advent of the internet and the creation of the Web 1.0 platform, the digital era truly began. Users of the Web 1.0 platform could access the information they needed, but they were unable to share it online. Marketers all over the globe were still unsure of the digital platform up until that point. Since the internet had not yet experienced broad adoption, they were unsure if their strategies would be successful. After the first clickable banner went online in 1993, Hot Wired bought a few of them to use in their advertising. This signaled the start of the shift from traditional marketing to internet marketing. This gradual transformation allowed new technologies to join the digital market in 1994. Yahoo was introduced in the same year.

In honor of its creator Jerry Yang, Yahoo is also referred to as "Jerry's Guide to the World Wide Web." Within the first year, Yahoo received close to 1 million hits. As a result, there have been significant changes in the digital marketing sector, with businesses optimise their webpages to improve search engine rankings. More search engines and tools, including HotBot, LookSmart, and Alexa, were introduced in 1996.

In 1998, Google started to exist. Yahoo introduced Yahoo online search, while Microsoft introduced the MSN search engine. After the internet bubble burst two years later, all of the lesser search engines were either left behind or eliminated, making room for the industry's giants. The world of digital marketing experienced its first significant upswing in 2006, when it was estimated that search engine traffic had increased to about 6.4 billion in just one month. Microsoft introduced Live Search to take on Google and Yahoo, putting MSN on hold in order to keep up.

 When Web 2.0 arrived, people started participating more actively rather than just being passive consumers. Users could communicate with companies and other users through Web 2.0. On the internet, terms like "super information highway" started to be used. As a consequence, the volume of information flowing through various channels, including those used by digital marketers, multiplied, and by 2004, internet advertising and marketing in the US alone generated about $2.9 billion.

Social networking websites soon started to appear. The first social networking website was MySpace, which was quickly followed by Facebook. Many businesses realised that the influx of brand-new websites was starting to create more chances for them to market their goods and brands. It offered up new business opportunities and heralded the start of a new era for the industry. With new means, they required fresh ideas for brand promotion and social networking platform exploitation.

Customers can now access digitally advertised goods at any moment. According to data gathered by the Marketingtechblog for 2014, social media posting is the most popular online action in the US. The typical American uses social media for 37 minutes per day. 97% of digital marketers use Twitter, 69% use Pinterest, and 59% use Instagram. Facebook is used by 99% of them. Facebook has been a source of clients for 70% of B2C marketers. The likelihood that 67% of Twitter users will make a purchase from a company is significantly higher. Luxury companies are represented on Pinterest in 83.8% of cases. LinkedIn, Twitter, and Facebook are the top three social media platforms used by advertisers.

Strategies:

11 types of digital marketing strategies:

There are numerous internet marketing tactics available. We'll look at the top 11 digital marketing tactics currently being used in our sector because some are more successful than others at getting results.

1. Inbound marketing.

2. Content marketing.

3. ABM.

4. SEO.

5. Social media marketing.

6. Email marketing.

7. PPC advertising.

8. Video marketing.

9. Online (and in-person) events.

10. Chatbot and live chat marketing.

11. Earned media.

Developments:

Recent Developments in digital marketing (2023):

• Artificial Intelligence (AI)
• The new wave of influencer marketing
• Personalized marketing
• Short-form video content
•  Multi-channel social media marketing
• Linkedin
• SEO
• Customer experience
• Ethics in digital marketing
• Inclusive marketing
• Google Analytics 4
• Gen Z

 

Advantages of Digital Marketing:

1.     Global Reach

Building an international marketing strategy can be difficult, costly, and time-consuming. Traditional marketing has a limited audience. However, because digital marketing is done online, it has a huge prospective audience. With an online store, even a small local business owner can access a global clientele. This cannot be done with traditional marketing because it would be too costly. This wider availability of the internet has created numerous possibilities for business expansion. Any company may profit from the combination of exposure and worldwide reach.

 

2.          2. Local Reach

Local SEO and regionally focused marketing may help companies that want to increase their customer base. Digital marketing not only increases local awareness, which is essential if your company relies on local customers, but it also has significant advantages in terms of international presence. Compare the neighbourhood-wide reach of digital marketing to that of making and distributing posters.

 

3.    Lower Cost

Digital marketing offers affordable choices for local and international business advertising. Through the use of highly focused strategies, it aids smaller businesses in competing with larger corporations. To start, none of these tactics will be expensive. (such as SEO, social media, and content marketing). Only a few types of digital marketing are appropriate for all businesses; some may even become more expensive than others. Based on its marketing goals, a corporation may discover suitable solutions.

 

4.    Increased Engagement

One of the most significant advantages of digital marketing is increased engagement. Digital marketing is by its very nature very compelling. Users can engage with your website by clicking on sponsored ads, sharing blog posts, liking photos, bookmarking videos, and more. It's good that all of these actions can be monitored. This gives you the opportunity to produce engaging content to raise company awareness or sales. Your customers will become more devoted as you interact with them online more. Businesses that employ captivating formats in their online operations are more likely to convert indifferent users into devoted patrons.

 

5.    Brand Development

In order for people to perceive the products or services as a reputable and trusted company, it is essential to build a brand image for them through marketing. Digital marketing aids in the building of brands through targeted ads and direct marketing. This tactic improves customer interaction and enables them to experience the value and unique selling proposition of the brand. As a consequence, consumers are more likely to favour the brand.

6.    Accessibility

Because there is always a chance that current customers will have a positive shopping experience and want to write reviews and recommend the brand to their peers, digital marketing has the advantage of making the brand more approachable to consumers. Digital marketing consequently offers a platform for customers to offer input. Prospective customers are interested in the position of the company, the services offered, the hours of operation, the availability, and the areas of expertise of the brand.

 

Limitations of Digital Marketing:

1.   High competition

The competition has grown significantly lately, so the digital marketing strategy must be well-thought-out, stand out, grab attention, and sway the target audience. Any repetitive strategy or technique will quickly knock the company out of the running. Digital marketing efforts are getting more and more cutthroat. As a consequence, businesses need to be responsive to and pertinent to their customers.

2.          2. Time-Consuming

The time commitment required for internet marketing is one of its main drawbacks. It can be challenging to dedicate enough time to the campaign due to organizational techniques and approaches that can save time. This will be harmful over time. It has therefore been advised that the business concentrate on a plan and produce and choose content in accordance with it. To get around obstacles, one should make use of digital marketing tools like Hub Spot, social media sharing, and scheduling apps like Hoot suite and Tweet deck.

3. Security and Privacy Issues

The most crucial requirement for every business is security. As a result, as a digital marketer, you must take website security seriously. Employing firewalls and encryption tools like VPNs to secure and defend network connections is typically advised. The best course of action is to use a reliable security programme. Client data collection for digital marketing initiatives must follow all necessary legal and procedural steps. Customer data must be safeguarded first and foremost because data leaks may expose it.

4.    Dependability on technology

Since digital marketing is entirely technological, errors can happen. Sometimes landing sites do not load, links need to be fixed, and page buttons do not function properly. Prospective customers subsequently transfer brands as a result. Therefore, a website evaluation is necessary to prevent this. It's also important to proofread the content and confirm that the campaigns will succeed in the target market.

5.    Complaints and feedback

It's challenging to uphold a brand's reputation by properly handling criticism. On digital platforms distributed to your target audience via social media networks and review channels, anyone can remark or criticize your product or service. Each negative review may have a negative effect on some of your customers unless you have a strong base built on brand loyalty and superior customer service.

6.    Inaccessibility

Online marketing gives businesses a global reach, but it only affects some regions or people. For instance, in remote areas where there are few internet service providers or where the internet link is poor. Digital marketing also does not reach people who are illiterate or old and do not use the Internet.

Conclusion:

 In conclusion, digital marketing is a vital aspect of modern-day marketing strategies. It allows businesses to reach a wider audience, connect with their customers on a more personal level, and track their marketing efforts in real-time. Digital marketing channels, such as social media, email marketing, search engine optimization, and pay-per-click advertising, provide businesses with endless opportunities to engage with their target audience and drive conversions. Additionally, the use of data analytics and artificial intelligence in digital marketing has revolutionized the way businesses approach their marketing efforts. Overall, digital marketing offers a cost-effective and efficient way for businesses to connect with their customers and grow their brand online.