Is it not right to say the base of Digital Marketing is Traditional Marketing?
Well we all have might learn the same concepts, but our understandings and interpretations are what makes us think differently and, give N number of answers
Let me put up my viewpoint for this, marketing being an in-depth and vast concept in itself, it is the heart of any business. Without it, no business unit can survive. You have a brilliant idea or a product, but no techniques of marketing, you stand out of the market. That’s the power of marketing. One can use any form of marketing, traditional marketing, or digital marketing.
To begin with, this, let us take a brief overview of marketing
Hold your hands folded and let’s go back to the beginning of what we have learned about marketing….
What is marketing or what comes to your mind first when you hear the word Marketing?
To keep it very simple and straightforward, marketing is the means to solve the end means of any business or organization. Marketing through various processes is a means to reach the end customer with the help of products and services to fulfill their unmet need. Marketing in itself is a very vast concept. But the motto remains in satisfying the needs and wants of the customer through any means, coz as there is a saying Business exists till there is a customer. As long as the customer needs are there, business units will be coming up, vise-versa until the business has new ways of producing products that create a want in consumers, customers are created and the whole process takes up again.
Let us take a simple example. How do a majority of people start their day? Brushing
The brush that we use for brushing our teeth is a need.
But, just pause for a moment, and think how much time we spend brushing our teeth? Do we even spend time to think how the brush is cleaning our teeth while brushing? How effective it is? For how many days did you use the particular brand toothbrush? And so on.
The answer is, you can use any given brand of toothbrush, the essence of cleaning your teeth lies in how you are using the brush. It is the way the brush is used that makes the difference and the need to brush is fulfilled. But there are so many brands in the market producing brushes, just to fulfill one need of the consumers.
Why do you think there are so many brands? Coz, the companies know that need is there, all that makes difference is creating something different and changing the need of the consumer into want. They create interest in consumers and use one or many options for promoting and converting their target audience to customers.
As quoted by Philip Kotler marketing is “satisfying needs and wants through an exchange process” and a decade later defines it as “a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others”.
What makes businesses different from each other?
The simple answer is the process that they follow to bring a product to market and this can be done through different combinations or all the steps involved in marketing. It involves
Broad Market Research,
Market Targeting and
Market Segmentation based on determining distribution, pricing, and promotion strategies,
Developing a Communications Strategy
Strategizing regarding long-term market development goals.
And all these are interdependent on the 4P’s and 4C’s of marketing which are product, price, promotion, place, and consumer, cost, convenience, and communication.
How do you think business units decide on marketing it’s products? What strategies do the companies follow will create a marketing plan?
The answer lies in Promotional Mix.
Promotional Mix outlines the strategies or different combinations of the tools that businesses can consider deeply while making a marketing plan. These tools include
Personal Selling: It is a presentation given by a salesperson to an individual or a group of potential customers. It enables two-way communication and relationship building, and is most commonly seen in business-to-business marketing but can also be found in business-to-consumer marketing.
Sales Promotion: It is a short-term incentive given to encourage the buying of products. Examples of these incentives include free samples, contests, premiums, trade shows, giveaways, coupons, sweepstakes, and games. Depending on the incentive, one or more of the other elements of the promotional mix may be used in conjunction with sales promotion to inform customers of the incentives.
Public Relations: It is the use of media tools to promote and monitor for a positive view of a company or product in the public’s eye. The goal is to either sustain a positive opinion or lessen or change a negative opinion. It can include interviews, speeches/presentations, corporate literature, social media, news releases, and special events.
Advertising: It is needed when a firm directly pays a media channel, directly via an in-house agency or advertising agency or media buying service, to publicize its product, service message. Common examples of advertising media include:
· Event sponsorship
· Direct mail
· Transit ads
Social Media: It is used to facilitate two-way communication between companies and their customers. Outlets such as Facebook, Twitter, Tumblr, Pinterest, Snapchat, YouTube allow brands to start a conversation with regular and prospective customers. Viral marketing can be greatly facilitated by social media and if successful, allows key marketing messages and content in reaching a large number of target audiences within a short time frame.
Today, the term digital marketing has grown such popularity that even a layman does understand the term digital marketing, to keep it in my words digital marketing is the broad concept through which business units can connect to their customers digitally and monitor the growth and development of their products and services in the market.
With the concept of digitalization in India, digital marketing has become a means to reach millions of audiences in just no time. Let it be news, a product launch of an organization, a product promotion, an unknown crime that has taken place in some part of the country, a budget discussion, planning a wedding to gifting a dear one. All these can be done in no time with the help of digitalization.
The popularity of digital marketing has been in full swing after the social media channels like LinkedIn, Facebook, YouTube, and Twitter, with the use of these channels consumers became highly dependent on digital gadgets in their daily lives.
Well, it is important to say here that there is a misconception with many people that being a social media bee is digital marketing.
There are many more things happening for digital marketing to play its role in organizations while social media is one of the important means to fulfill it. Digital marketing has lots more in its domain that helps marketing go rewarding for business online.
Digital marketing helps in uplifting the brand’s perception in millions of people globally at one go. Where traditional marketing has a limitation with regards to the geographical area, digital marketing bars to a larger extent.
The important point to focus on in digital marketing is it helps the brand or the business to be accessible even to those who do not know of their existence in the world. It helps brands reach consumers to engage with their product or service in a personalized way.
For example, many of us are aware of Amazon, the world’s largest online selling website because of its popularity, but many of us will know nothing or less about Limeroad, ajio, shopclues, Paytm Mall, and the list goes long.
Digital marketing gives a huge platform for market research both for the business units and the consumers. Not to mention, Digital marketing is very less to no cost to the companies, making it accessible to millions of viewers globally. Digital marketing is the only form of marketing that can figure out consumers at every stage of the consumer’s decision journey.
Customer Relationship Management (CRM):
With the fast growth and development in digital marketing, evolved a huge competition in the business which forced them to include more services in their software for marketing, sales, sales promotion, personal branding, service applications, etc… This is how CRM application became the most demanding tool in marketing technology. With the help of CRM, the business units can collect large amounts of consumer data, store them and work towards improving their product line. CRM gives updated data about the consumer’s needs and demands, which helps businesses to plan their strategies in producing a new product or service or make improvements in their present product line and supply chain. Today, eCRM is a crucial skill or a tool that is used by a large number of business units to update themselves in almost all their specializing areas. It includes one or more channels and techniques to increase brand awareness among consumers. Brand building awareness may involve tools such as :
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Social Media Marketing (SMM)
Content Marketing (CM)
Search Engine Optimization (SEO)
The main feature of Search Engine Optimization is to increase brand awareness correlated with the growing influence of search results and many other search features. Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry-related search queries. In simple words, SEO is a set of processes through which the quality and quantity of website traffic to the website is improved. Based on this data the visitors are converted into customers.
There are two types of traffic namely, Paid traffic (Direct traffic) and Unpaid traffic (Organic traffic). SEO mainly focuses on unpaid or organic searches.
Though SEO, is widely used and accepted, it is not considered an appropriate strategy for every website, as it may lead to inappropriate information or information that is tampered
Search Engine Marketing (SEM)
SEM also known as Pay Per Click advertising, is reliable and more effective than SEO, as it is based on paid advertisements. SEO is mainly done by designing, running, and optimizing search engine ad campaigns.
Social Media Marketing (SMM)
Digital marketing and social media marketing, both being different concepts, are usually used interchangeably by many people. The fact, being that SMM is a part of digital marketing, the confusion arises because of the top media platforms like Facebook, Twitter, Instagram where most of the people use this platform for developing their products and sales.
To get a clear view in simple words, SMM is how social media platforms are used to promote a product and services. The social media platforms further help with their inbuilt data analytics tools which help the business to get the progress, success data accurately about their targeted consumers at very reasonable rates. On a large scale, social media marketing has proven successful in running ad campaigns, marketing campaigns.
Top social media marketing platforms or channels to name a few are :
Twitter allows companies to promote their products in short messages known as tweets limited to 140 characters which appear on follower’s timelines. Tweets contain text, hashtags, photos, videos, links to the product’s website, and other social media profiles. Twitter is also used by companies to provide customer service.
Some companies make support available 24/7 and answer promptly, thus improving brand loyalty and appreciation.
Facebook pages are far more detailed and easily accessible. It allows a product to provide videos, photos, longer descriptions, and testimonials where followers can comment on the product pages for others to see. Facebook can link back to the product’s Twitter page, as well as send out event reminders.
LinkedIn, a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others. Through the use of widgets, members can promote their various social networking activities, such as a Twitter stream or blog entries of their product pages, onto their LinkedIn profile page. LinkedIn provides its members the opportunity to generate sales leads and business partners. Members can use “Company Pages” similar to Facebook pages to create an area that will allow business owners to promote their products or services and be able to interact with their customers.
WhatsApp is considered the most user-friendly app for promoting a business. Even startup companies depend largely on WhatsApp to connect to their clients and associate with them. Most of the top companies have upgraded from using SMS to WhatsApp messages when reaching their customers. Whatsapp messages and calls are secured with end-to-end encryption, therefore are trustworthy. It has a large customer base which allows the users to send personalized messages for their promotional activities.
After being on Facebook, and considering its effectiveness in promoting the businesses, Instagram was largely accepted worldwide. Its presence has shown a drastic change from users shifting from Facebook to Instagram for reaching their targeted customers. As it is proved that photos and images make a larger impact than words, Instagram’s goal to help businesses to reach their targeted audience by captivating images in rich formats has reached millions. Moreover, Instagram provides a platform where users and companies can communicate publicly and directly, making itself an ideal platform for companies to connect with their current potential customers. Instagram has proven itself a powerful platform for marketers to reach their customer’s marketing, especially with youth.
Snapchat is a popular messaging and picture exchanging application that was created in 2011 by three students at Stanford University named Evan Spiegel, Bobby Murphy, and Reggie Brown. The application was first developed to allow users to message back and forth and to also send photographs that are only available from 1–10 seconds until they are no longer available. The app was an instant hit with social media members.
YouTube is another popular revenue-generating app. The type of language used in the commercials and the ideas used to promote the product reflect the audience’s style and taste. Also, the ads on this platform are usually in sync with the content of the video requested, this is another advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video are also possible on YouTube, “for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos. YouTube also enables publishers to earn money through its YouTube Partner Program.
Pinterest was developed in American in the year 2009. which is popular for sharing content in the form of images, and is considered as one of the best social media services for promoting information through images. The creators behind Pinterest summarised the services as a catalog of ideas that inspire users to go out and do that thing. The whole concept runs around pins, boards, and repinning. Pins denote the image that had been linked to the users board or website. Boards can be defined as the collection of pins dedicated to the niche of the user.
Blogs are one of the platforms for beginners to get notified by the companies for their new and creative ideas in creating content. These blogs are used as promotional techniques for keeping customers engaged and also allowing new followers to gain interest in the parent company. The bloggers are paid high for their creative and longer content. It is observed that because of the large content available in blogs, many people get more insights and reviews about the businesses which are not available on their websites. Also, it allows customers feedback on these blogs which may not be available on company websites.
Personalized content, brand-centric blogs, new creative articles with social updates and videos, are the major points to be highlighted in content marketing. A brand may use this approach to hold a customer’s attention to influence potential purchase decisions
Channels of Digital Marketing :
Digital Marketing Channels are systems based on the Internet that can create, accelerate, and transmit product value from producer to consumer terminal, through digital networks.
Digital marketing is facilitated by multiple Digital Marketing channels, As an advertiser one’s core objective is to find channels that result in maximum two-way communication. There are multiple digital marketing channels available namely:
Affiliate marketing — Affiliate marketing is not considered a safe, reliable, and easy means of marketing through online platforms.
This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. Affiliate marketing allows the brand to market towards smaller publishers and websites with smaller traffic.
Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.
Display Advertising — Online display advertising deals with showcasing promotional messages or ideas to the consumer on the internet.
This includes a wide range of advertisements like advertising blogs, networks, ads on search engines, classified or dynamic advertisements.
The method can target a specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method.
Email Marketing — In comparison to other forms of digital marketing is considered cheap, it is also a way to rapidly communicate a message such as their value proposition to existing or potential customers. In terms of visual appeal, some indications using graphics/visuals that are relevant to the message which is attempting to be sent, yet less visual graphics to be applied with initial emails are more effective in-turn creating a relatively personal feel to the email.
In-Game advertising: It is defined as the “inclusion of products or brands within a digital game. The game allows brands or products to place ads within their game, either in a subtle manner or in the form of an advertisement banner.
CATT Marketing Funnel:
Now, this is something different we are going to learn about. So, let’s know what it means.
CATT marketing funnel is designed and owned by Mr. Deepak Kankaraju, a digital mentor, entrepreneur, and digital marketing expert. Through this funnel, he combines all the digital marketing strategies and channels, that are systematically arranges to cover the overall concept of digital marketing.
Now, what exactly is CATT?
Its nothing but, Wealth = n^CATT
To make it more appropriate, it says Wealth is attained when the Niche, that one has selected is backed up with creative and organized Content, grabs maximum Attention using various channels of marketing, and helps successfully build Trust in the brand among the others in the same competition, thus allowing the consumer to become a recurring customer by Transacting on regular basis.
N = Niche: An individual or a business unit can be good at many products and services that they deliver, but their excellence will be proven on certain products or services. To select a niche, one has to select the area that he/she excels at. When the right niche is selected, planning and execute the further strategies, eventually become much easier, because there is a clear idea of the goal that is to be attained.
Content: Personalized content, brand-centric blogs, new creative articles with social updates and videos, are the major points to be highlighted in content marketing. A brand may use this approach to hold a customer’s attention to influence potential purchase decisions.
Attention: Now, here lies the framework of strategies that a marketer has to follow, to make his product and services available to millions and billions of people around the world. The channels, strategies, promotion mix has to be so aligned and formulated that it catches the attention of maximum people and makes them available to them through digital marketing.
Trust: Once the consumer starts giving attention to the brand, a business unit needs to convert their consumers or the viewers as their active customers. And this can happen, only when the brand develops positive trust in the market. The more the brand’s reviews are positive, it helps to build trust among the viewers.
Transaction: Regular follow-ups, emails, phone calls, webinars, offline and online promotions, are all different examples, to turn the consumers into customers and be recurring for a long time.
Integrated Digital Marketing:
Integrated marketing, is nothing but an amalgamation of the channels and strategies of digital marketing, to attain maximum output that is sales. As the result is sales and getting growth to the business unit, integrated marketing sorts, all the policies, structures, strategies at one place. Beginning with knowing the demand in the market, understand a perfect niche, and then working on building the product or services, with the available resources, applying promotional and advertising strategies through different channels altogether is called integrated digital marketing.
In the end, I would like to conclude my writing, with a simple statement, whatever strategies or methods of marketing is been used by organizations, the end result is to satisfy the customer. To fulfill this, the attempt of any organization should be genuine and crystal clear.
The post is dedicated to all beginners, who want to have in-depth knowledge about marketing and its different concepts. I would appreciate all the experts and the viewers, to leave a comment below, to improve my writing skills and give me insights into my writing. Sincere thanks to the team of Digital Deepak and my fellow members for motivating me to write up this article.