“Word-of-mouth marketing has always been important. Today, it’s more important than ever because of the power of the internet”[/b]
- Joe Pulizzi & Newt Barrett
Digital marketing is a term which is used to describe the integrated marketing services used to attract, engage and convert customers online. It uses multiple channels such as content marketing, influencer marketing, search engine optimisation, search engine marketing, social media and online advertising to help brands connect to the customers and uncover the performance of marketing in real-time. Every tactic of marketing which is carried out has a digital element involved in it.Anytime when you use digital platforms to convey your content to the outer world you are getting involved in digital marketing directly or indirectly. Digital marketing is basically an agile framework of three basic elements viz.people, process, and technology. Digital marketing has evolved as an effective means of communication with the outer world. Also the cost involved in digital marketing is very less than conducting an expensive customer survey. One of the classic examples of digital marketing is Renault India, Renault India took a digital drive for the launch of its new version of Lodgy, the stepway.The automaker conducted a massive blogger outreach program with 40 top bloggers of India who were given a first-hand experience driving lodgy and some great fun in Goa for 3 days. Digital marketing has become so pervasive that consumers can access information at their own pace anytime, from any place they want. Gone are the days when we got to see only limited number of products and services. The concept of digitisation has bought in numerous changes wherein everything is tailor-made and consumers can access anything that they want. E-commerce site like amazon, flipkart, snap deal also make use of Digital marketing to promote and advertise about their products and services. Despite of massive competition happening today there are three steps that should be kept in mind for making digital marketing a success: manage complex customer relationships, respond to and initiate dynamic customer interactions, extract value from big data to make better decisions faster. Because of digital marketing via electronic channels and by posting positive comments, feedback about your products or services can attract new customers and build in strong customer relationships. For example the site ecentry.com dawned with a new face on this Wednesday, 24. The homepage gained a more clean look, which shows in an integrated and concisely way all the company´s products, including two new solutions, one for transactional emails and one for customer care, announced at e-show, the biggest online retail and digital marketing fair in Latin America, held in São Paulo this week. The more airy look is presented by the new eCentry’s mascots: Bruce and our little dog Eddie. The duo shows the new form to communicate the products allied to the new design, with more vivid colours and illustrations that reinforce the brand, a less formal language and even more fun, making the reading more fluid. To facilitate navigation, all the information is arranged in a single page, so you don’t have to click on everything to find what you need and also you can stay on top of the news we are preparing.A study shows that Indian companies are using digital marketing for gaining a competitive edge. A growing number of marketers in India leverage digital marketing to increase their competitive advantage, a research by Adobe and CMO Council has revealed. According to the study, India leads in the confidence in digital marketing as a driver of competitive advantage. It’s true that growth of Digital Marketing in India doubled when compared with last year. Reason is mainly increase in online user and E-commerce industries the reasons Major MNC are ready to increase their investment in digital marketing in various ways. As per this progress I believe that Future going to be an entirely digital. It’s a good decision form Adobe as well. With the advent of smartphones and tablets digital marketing has become the buzzword in the itinerary of the marketing machinery of most of the Indian machinery. "India is a unique place and market. There have been a lot of mistakes made around the world in terms of digital marketing. India does not have to make the same mistakes," PepsiCo Beverages (Global Head Digital) Shiv Singh told PTI at the Ad Tech summit on digital marketing here. Asked how differently the company will be approaching the Indian market when it comes to tapping the potential of the digital media, he said: "We should not look at digital medium strictly from the lens of advertising spends, but approach it in an innovative manner. “Citing the example of how the firm used Facebook during the cricket World Cup last year, he said: "Pepsi's Facebook campaign was the most recognised brands during the event. We also got an award from FB on that. So we are using social media in a big way here for building brand equity. “It is extremely important for brands to have a direct relationship with their consumers and not simply outsource it to an agency alone, he added. “Digital media should be used for real time marketing and we use this medium both for brand building and generating sales," he said. Singh said PepsiCo uses multiple agencies to handle digital media account for different brands and products in India. Elaborating the potential of the digital media for marketing, he said: "Within the digital domain, mobile marketing is going to play a very big role and will become extremely bigger than the conventional web. “When asked about the total spends of PepsiCo on digital media across the world and in India he said: "It varies dramatically from markets to markets. In case of India, the spending’s larger than some markets and lesser than some others but we spend in India both to drive sales and build distribution." Digital Marketing is the new age marketing. In this age of internet, when a huge chunk of people are using internet, companies advertise on internet. Ranging from the advertisements which you see on right hand side on certain websites till the advertisements you see when viewing a video on YouTube; all this is digital marketing. Comprised of several things like SEO, SMM, SEM, etc. digital marketing has a very nice future. As each and every business is going online by creating websites and apps, the future of digital marketing is getting stronger. Today digital marketing has evolved as a career which has immense opportunities for individuals going in for it as they become an in-demand professionals, benefit from more career choices, get paid more than your peers, and last but not the least you can kick-start your own career. So digital marketing is nothing but the proper use of strategies to market your product/service and plans with the essence of digitisation into it i.e. achieving marketing objectives through applying digital technologies and media. Everyone is constantly connected with everyone and everything. Mobile technology and cloud services bring the internet everywhere. Business is either digital or becoming digital. What works and what doesn’t is determined by the right combination of form and relevance. It is important to remember that just because digital marketing uses different communications techniques to traditional marketing, its end objectives are no different from the objectives that marketing has always had. It can be easy to set objectives for digital marketing based around ‘vanity metrics’ such as number of ‘likes’ or followers. So, digital marketing is about utilising digital technology to achieve marketing objectives. There is no essential need for digital marketing to always be separate from the marketing department as a whole, as the objectives of both are the same. However for now it remains a useful term because digital marketing requires a certain skill set to utilise the digital technology effectively. Recent Developing Digital Skills report showed, many marketers are now spending > 50% of their time on digital marketing activities and two of the three top job roles in marketing are digital, so clearly digital skills are needed. For a business to succeed in today’s world, it is important to have a strong digital footprint within the internet. Therefore, when a business is defining its marketing plan, it must incorporate a solid digital strategy. Without a digital marketing strategy in place, new client acquisitions, brand visibility, and impactful revenue generating opportunities will likely be damaged. Digital marketing and its associated channels are important – but not to the exclusion of all else. It’s not enough to just know your customers; you must know them better than anybody else so you can communicate with them where, when and how they are most receptive to your message. Hence digital marketing has become one of the most important aspect of digitisation along with traditional marketing. Therefore according to me digital marketing is the latest trend in this modern world.
- Joe Pulizzi & Newt Barrett
Digital marketing is a term which is used to describe the integrated marketing services used to attract, engage and convert customers online. It uses multiple channels such as content marketing, influencer marketing, search engine optimisation, search engine marketing, social media and online advertising to help brands connect to the customers and uncover the performance of marketing in real-time. Every tactic of marketing which is carried out has a digital element involved in it.Anytime when you use digital platforms to convey your content to the outer world you are getting involved in digital marketing directly or indirectly. Digital marketing is basically an agile framework of three basic elements viz.people, process, and technology. Digital marketing has evolved as an effective means of communication with the outer world. Also the cost involved in digital marketing is very less than conducting an expensive customer survey. One of the classic examples of digital marketing is Renault India, Renault India took a digital drive for the launch of its new version of Lodgy, the stepway.The automaker conducted a massive blogger outreach program with 40 top bloggers of India who were given a first-hand experience driving lodgy and some great fun in Goa for 3 days. Digital marketing has become so pervasive that consumers can access information at their own pace anytime, from any place they want. Gone are the days when we got to see only limited number of products and services. The concept of digitisation has bought in numerous changes wherein everything is tailor-made and consumers can access anything that they want. E-commerce site like amazon, flipkart, snap deal also make use of Digital marketing to promote and advertise about their products and services. Despite of massive competition happening today there are three steps that should be kept in mind for making digital marketing a success: manage complex customer relationships, respond to and initiate dynamic customer interactions, extract value from big data to make better decisions faster. Because of digital marketing via electronic channels and by posting positive comments, feedback about your products or services can attract new customers and build in strong customer relationships. For example the site ecentry.com dawned with a new face on this Wednesday, 24. The homepage gained a more clean look, which shows in an integrated and concisely way all the company´s products, including two new solutions, one for transactional emails and one for customer care, announced at e-show, the biggest online retail and digital marketing fair in Latin America, held in São Paulo this week. The more airy look is presented by the new eCentry’s mascots: Bruce and our little dog Eddie. The duo shows the new form to communicate the products allied to the new design, with more vivid colours and illustrations that reinforce the brand, a less formal language and even more fun, making the reading more fluid. To facilitate navigation, all the information is arranged in a single page, so you don’t have to click on everything to find what you need and also you can stay on top of the news we are preparing.A study shows that Indian companies are using digital marketing for gaining a competitive edge. A growing number of marketers in India leverage digital marketing to increase their competitive advantage, a research by Adobe and CMO Council has revealed. According to the study, India leads in the confidence in digital marketing as a driver of competitive advantage. It’s true that growth of Digital Marketing in India doubled when compared with last year. Reason is mainly increase in online user and E-commerce industries the reasons Major MNC are ready to increase their investment in digital marketing in various ways. As per this progress I believe that Future going to be an entirely digital. It’s a good decision form Adobe as well. With the advent of smartphones and tablets digital marketing has become the buzzword in the itinerary of the marketing machinery of most of the Indian machinery. "India is a unique place and market. There have been a lot of mistakes made around the world in terms of digital marketing. India does not have to make the same mistakes," PepsiCo Beverages (Global Head Digital) Shiv Singh told PTI at the Ad Tech summit on digital marketing here. Asked how differently the company will be approaching the Indian market when it comes to tapping the potential of the digital media, he said: "We should not look at digital medium strictly from the lens of advertising spends, but approach it in an innovative manner. “Citing the example of how the firm used Facebook during the cricket World Cup last year, he said: "Pepsi's Facebook campaign was the most recognised brands during the event. We also got an award from FB on that. So we are using social media in a big way here for building brand equity. “It is extremely important for brands to have a direct relationship with their consumers and not simply outsource it to an agency alone, he added. “Digital media should be used for real time marketing and we use this medium both for brand building and generating sales," he said. Singh said PepsiCo uses multiple agencies to handle digital media account for different brands and products in India. Elaborating the potential of the digital media for marketing, he said: "Within the digital domain, mobile marketing is going to play a very big role and will become extremely bigger than the conventional web. “When asked about the total spends of PepsiCo on digital media across the world and in India he said: "It varies dramatically from markets to markets. In case of India, the spending’s larger than some markets and lesser than some others but we spend in India both to drive sales and build distribution." Digital Marketing is the new age marketing. In this age of internet, when a huge chunk of people are using internet, companies advertise on internet. Ranging from the advertisements which you see on right hand side on certain websites till the advertisements you see when viewing a video on YouTube; all this is digital marketing. Comprised of several things like SEO, SMM, SEM, etc. digital marketing has a very nice future. As each and every business is going online by creating websites and apps, the future of digital marketing is getting stronger. Today digital marketing has evolved as a career which has immense opportunities for individuals going in for it as they become an in-demand professionals, benefit from more career choices, get paid more than your peers, and last but not the least you can kick-start your own career. So digital marketing is nothing but the proper use of strategies to market your product/service and plans with the essence of digitisation into it i.e. achieving marketing objectives through applying digital technologies and media. Everyone is constantly connected with everyone and everything. Mobile technology and cloud services bring the internet everywhere. Business is either digital or becoming digital. What works and what doesn’t is determined by the right combination of form and relevance. It is important to remember that just because digital marketing uses different communications techniques to traditional marketing, its end objectives are no different from the objectives that marketing has always had. It can be easy to set objectives for digital marketing based around ‘vanity metrics’ such as number of ‘likes’ or followers. So, digital marketing is about utilising digital technology to achieve marketing objectives. There is no essential need for digital marketing to always be separate from the marketing department as a whole, as the objectives of both are the same. However for now it remains a useful term because digital marketing requires a certain skill set to utilise the digital technology effectively. Recent Developing Digital Skills report showed, many marketers are now spending > 50% of their time on digital marketing activities and two of the three top job roles in marketing are digital, so clearly digital skills are needed. For a business to succeed in today’s world, it is important to have a strong digital footprint within the internet. Therefore, when a business is defining its marketing plan, it must incorporate a solid digital strategy. Without a digital marketing strategy in place, new client acquisitions, brand visibility, and impactful revenue generating opportunities will likely be damaged. Digital marketing and its associated channels are important – but not to the exclusion of all else. It’s not enough to just know your customers; you must know them better than anybody else so you can communicate with them where, when and how they are most receptive to your message. Hence digital marketing has become one of the most important aspect of digitisation along with traditional marketing. Therefore according to me digital marketing is the latest trend in this modern world.