Whether they’re established or new, businesses often seek new ways to grow, increase their sales, and make more profit. Marketing is the best way to reach their goals, and technology has recently changed the advertising game.
Companies used to rely on traditional marketing through mass media like TV, newspapers, radio, billboards, and flyers. While this type of marketing is useful, it has limited reach. Unless a company has a massive marketing budget, its advertisement efforts will be limited to its locality. This limited ad display will deny potential customers living further away the chance to discover products or services they might be interested in.
This also impacts the businesses because it denies them potential sales and profits. The major corporations that can afford to spend much on traditional marketing will put their smaller competitors at a disadvantage since they can attract most of the consumers in the marketplace.
Fortunately, the widespread availability of the internet and the introduction of digital marketing has somewhat levelled the playing field. Smaller businesses can now develop effective online marketing strategies in line with their budgets to display their products and service offerings to consumers who might be interested in them.
What Is Digital Marketing?
This is marketing done through online channels that can be viewed through electronic devices like smartphones, laptops, and tablets. Digital marketers promote products, services, events, and special offers through the internet to specific demographics. They also track and measure their advertisement analytics to understand how their marketing endeavours are performing in the real world so they can make necessary adjustments.
Digital marketing comes in different forms, which include the use of social media marketing (SMM), search engine optimization (SEO), display advertising, video marketing, and search engine marketing (SEM). The form any business uses depends on their preference, advice from consultants with digital marketing experience, or guidance from a trusted PR agency.
Sometimes, business owners use trial and error to find the best online marketing formula for their company and ad budget. If done right, online marketing can propel businesses to new heights previously hard to imagine.
How Digital Marketing Promotes Businesses
Digital marketing company in India effectively promotes products and services, creates brand awareness, and creates new business opportunities. It does these in the following five ways:
- Expanding reach
Online advertising makes people far from a business’s vicinity find out about said business. Fortunately, the consumer need not make any extra effort to find out about such businesses because they will see the ads on their phone while doing their daily activities. Local businesses can attract out-of-state consumers and gain international recognition.
- Increased brand recognition
The more familiar people are with a brand, the more they consider it credible. People spend a lot of time on social media, so promoting a brand on platforms with huge traffic will attract attention. Over two billion people visit Facebook, Twitter, and Instagram daily, making them ideal platforms for increasing brand awareness. Some PR agencies specialize in brand marketing and can put a business in front of people interested in their products or services.
- Enhances consumer experience
With analytics, marketers can monitor and improve their advertising campaigns according to the response they get from consumers. They can also monitor consumer behaviour to understand their needs and preferences. With this feedback, they will address concerns and improve consumer experience where necessary.
- Flexible marketing strategy
Traditional marketing campaigns are hard to tweak once released to the public. For example, TV advertisements require video shoots that air at certain times. If the ads fail to achieve the desired results, it will be challenging to determine what to tweak in the ad campaign to improve it. In digital marketing, real-time analytics will show the number of leads, conversions, and other relevant data marketers can use to improve their ad campaigns.
- Content flexibility
Since digital advertisements can be viewed on different platforms and devices, a marketing team can create multiple versions of the same ad appropriate for each. This will increase the reach of the ad and generate leads.
- Creates a loyal customer base
Effective use of social media can nurture a loyal customer base. This is prominent on video-sharing platforms like Tiktok. If businesses consistently post helpful and relatable content that markets their products or services, they will attract more customers and keep them engaged. An engaged audience will likely increase sales and improve a company’s bottom line.
- Generates website traffic
A company can drive traffic to their website through social engine marketing, SEO, PPC advertising, and social media marketing. Search engine marketing puts a website on top of all search results when an internet user searches for a specific keyword or phrase. If the website matches what the user wants, they will likely click the link to visit the website and possibly buy what the site has on offer.
SEO is content creation that uses keywords relevant to a niche to increase the ranking of a website when internet users search for those keywords. The high search result placement increases the website’s visibility and makes it seem more credible to the searchers, thereby increasing clicks.
- Kind on marketing budget
Since most forms of digital marketing charge based on the number of clicks, small and medium-sized businesses can advertise their products or services and compete with major corporations. Advertising through traditional media usually comes with fixed rates that fledgling businesses cannot sustain. Digital marketing is more affordable, and they can plan a sustainable budget for it.
- Leverages other people’s audience
With affiliate marketing, a company can use a website or influencer with an established audience to drive traffic to their website. They might pay the website owner or influencer a small upfront fee and give them an affiliate link that entitles them to a commission every time someone buys a product through that link. This will generate more traffic for that business with a little upfront cost.
Digital marketing can take a business from obscurity to being a standout brand in its niche. Every business with an online presence can access it at a lesser cost than traditional advertising. With enough trial and error, companies can find the best marketing strategy to generate leads. Alternatively, they can hire a reputable PR agency to run their ad campaigns so that they can focus more on daily operations.