Digital Marketing (also known as Internet, Web or Online Marketing) is a collective name for marketing activity carried out online, as opposed to traditional marketing through print media, live promotions, TV and radio advertising.
The rapid growth of Digital Marketing is due to ever-increasing access to and speed of the Internet. Digital Marketing channels are increasingly effective at generating revenue and raising awareness. Compared to traditional marketing methods such as direct marketing, trade shows and advertising, Digital Marketing often requires a much smaller investment (important for small and medium-size businesses and start-ups). It also allows for accurate targeting and excellent reporting, making it far easier for even the lay person to judge whether digital marketing activities are having the desired effect or not.
The differences between tradition ‘campaign’ style marketing and digital marketing are:
- Circular versus Linear – digital marketing encourages you to research, target, test, modify and repeat and tends to be a continuous circular process of learning and modification until you get it right. Traditional marketing campaigns take a lot of planning, but once they’ve ‘left the building’ there’s nothing you can do to change them.
- Targeted versus Broadcast – over time it is possible to gather and analyse enough data on your target customers that you save considerable time and effort communicating with them. Either via email or mobile marketing, you can send direct messages to your target and past customers to build trust and loyalty. Imagine how much time, money and uncertainty this saves you as you can track opens, clicks and conversions online.
- Flexibility versus Committed – because you have more control over the who, what, when, where of digital marketing you can control and modify the start and end of any activities within reason, rather than finding you are fixed into a longterm commitment that is either not working for you – based on digital metrics – or not generating the ROI (Return on Investment) you require. Response times are much faster too and campaigns can be set up and delivered in hours, rather than weeks or months.
- ‘Low’ or ‘no cost’ versus Expensive! – print and broadcast media, whilst still effective at brand building, are beyond the means of all but a few businesses. The proliferation of TV networks and channels, online publications and even digital broadcasting have meant that it is ever harder to reach the whole population but who wants to anyway? You want the ‘right customers’ for your business as they’re more likely to buy from you. ‘Laser vision’ trumps ‘spray and pray’.
Why not join our workshop, Digital Marketing ~ Decoded on 15th October 2014 to learn more about this area of marketing. You will gain a clear understanding of how to measure and monitor online traffic and by using this information, you will be able to update your marketing campaigns to drive increased traffic to your business.
Author – Joanne Dolezal @ Dolezal Consulting