Digital marketing has now become a daily part-and-parcel of business life as well as daily & marketing life.
From social media marketing to search engine optimization to search engine advertisements- there seems to be as many ways to market your brand online as there are number of people online.
In today’s time, digital marketing practices are being rigorously used by all industries such as food, beverages, automobiles, toys, apparel, agencies & individual creators as well.
It is only due to the massive amount of benefits that digital marketing can provide in contrast to traditional means of marketing.
Before we dive into what digital marketing is, we must know what marketing is exactly.
Dr. Philip Kotler defines marketing as the science and art of exploring, creating, and delivering value to satisfy the needs of target marketing at a profit.
In short, it helps define, measure, quantify & assess the size, needs & expectations of the target market to bring the best profits to an organization or person.
Marketing definitions and standards have changed drastically over the past 100 years:
100 years ago It was enough to release a simple advertisement in a newspaper
50 years ago It was enough to publish a poorly made television or radio advertisement
10 years ago It was enough for a company to buy a cheap website with semi-decent layouts and graphics.
Most of the “terrible-ness” of previous marketing comes from a few sources:
- Lack of technological infrastructure
- Close-mindedness of marketing heads
- Lack of public awareness
- Cultural innovations being decades away
However, with the advent of the internet being available to the average person- the paradigm was flipped upside down.
Coming to today’s era, we see everything being digitally marketed in every way- from short formats such as reels to intermediate formats such as podcasts to long formats such as documentaries or online ad films.
The effect we see of marketing is pervasive in our daily lives too. For example: When we go to a restaurant, we don’t ask for cola cold drink, we ask for a coke or a Pepsi OR when we are leaving the restaurant, we don’t book an Uber cab, we just book an Uber.
Marketing has the potential to change cultures, language, slang, perceptions, awareness & even market competition.
When we talk about the potential of marketing, it simply doesn’t just stop at getting people talking about your products- it also affects how search engines such as Google shows you results. This operation shift has created a new niche of jobs known as SEO (Search Engine Optimisation) experts.
This sphere of digital marketing entails not what consumers will see but what search engine’s code will read. The effect of which is that some websites or content will show up first in the search results whereas some will end in 2000th page.
The difference in how your brand is ranked on a search is simply determined by SEO experts.
Let’s chalk up some differences between Digital Marketing vs Traditional Marketing:
| DIGITAL MARKETING | TRADITIONAL MARKETING |
|---|---|
| Faster turnover of creatives | Slower distribution of creatives |
| Not restricted to marketing professionals | Almost always restricted to marketing professionals |
| Trend-based | Convention-based |
| Immediate user feedback possible | Immediate user feedback not possible |
| Gives rise to new job profiles such as SEO | Job profiles in a rigid hierarchy system |
| Virality potential is high | Virality potential is low |
| Market research easier, faster & more comprehensive due to the internet | Market research slow & limited in scope due to limited information sources |
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