Introduction to Digital Marketing
The concept of digital marketing initially emerged as a new and innovative platform of media which could be used by companies in order to promote their products and their brand image. Although, offline marketing techniques such as advertising products and services on billboards, subways and newspapers are still effective in terms of grabbing customer eyeballs and driving sales, online/digital marketing techniques have significantly grown in importance. Most companies spend a lot of money on digital marketing as it plays an integral part in connecting the companies’ values, ideas, mission, vision and most importantly products and services to customers via popular platforms such as mobile phones, tablets and computers. Creating a Website, running Google AdWords campaigns to advertise it, promoting Facebook, Instagram and LinkedIn posts are all some important techniques of digital marketing.
Digital marketing has become so vital for companies, that it is now an inbuilt and integrated part of marketing strategies. Most companies begin their marketing strategies and activities with digital marketing. Why did digital marketing become so important? According to a research by Kyle Taylor in 2019, 5 billion people in the world use mobile phones and nearly 3 billion people use smartphones with internet, which indicates the massive number of people companies can potentially reach out to using digital marketing. This number is only going to grow, with the increasing number of smartphone companies and the reducing price of mobile internet services. Moreover, there are nearly 4 billion searches on google per day and about 65% of the population have Facebook profiles, which indicates the amount of opportunities businesses have to reach out to the masses.
Digital marketing platforms such as AdWords or Facebook Advertising (Pixel) allows companies to target particular set of audience who is a part of its target market or potential target market. For example, while advertising an e-commerce website with a variety of men’s t-shirt listings on Google AdWords, the advertiser can specifically target Men of an age range with interests in shopping, and exclude others to keep its target audience very specific. This cannot be done when a poster is set up as a company cannot choose who should see the posters and who should not and may end up having irrelevant viewers or viewers from outside the target audience. This risk is covered with digital marketing. Additionally, digital marketing tools are very convenient to use, and can be modified from any part of the world at any time of the day. For instance, a marketer of a company who is running a Facebook ad to promote its online courses and targeting it to housewives and mothers to improve their soft skills and enhance their employability, wishes to add another target audience i.e. people looking for jobs aged 20-30. The marketer can easily open the Facebook marketing interface on her/his laptop from any part of the world at any time of the day and add the new audience group, and wait for the change to take effect typically within 10-15 minutes. This makes maintaining digital marketing tools and strategies very convenient and quick, hence giving it the advantage over traditional marketing.
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