- Jun 08, 2015
If traditional marketing is about creating exchanges that simultaneously satisfy the firm and customers, digital marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goal of both parties.
In contrast to the one-way mass promotion that characterised much of traditional and modern marketing, digital marketing also enables firms to engage in individual, personalised dialogues with their customers.
Adding full digital power to your marketing mix helps not only drive sales, but also builds brand identity and awareness, as well as building your relationship with consumers and achieving different other project-specific goals.
What is meant by digital advertising?
Digital advertising began in 1994, when the first banner ads were sold (Hotwired, October 1994) and the first commercially available web browser, Netscape 1.0, was released (November 1994).
Digital advertising generally follows the same principles as traditional advertising. It is a paid or unpaid form of promotional communication through a medium, used in order to increase an awareness of the product and the number of sales. To achieve its goals digital advertising also tries to favourably persuade addressees using primarily written language, graphics, and to a lesser extent, sound.
With regards to presentation, digital web ads, like print ads, are transferred by a carrier medium. For technical reasons, the whole monitor screen cannot be used as an advertising surface. Thus, only parts of a website serve for advertising purposes. This spatial limitation is identical to traditional media advertising. Print ads also have limited sizes within their carrier medium.
Nevertheless there are remarkable differences. Digital advertising is interaction-oriented. Digital ads are meant to be directly activated. This activation of digital advertising is a form of interaction, a kind of user response which provides evidence for the novel role of addresses. But not only the communication process is interaction-oriented. Different types of web ads allow different degrees of interactivity.
Digital advertising offers advantages over other media in that:
– It is interactive. Consumers can pick and choose the information, sales message, and buying modes that fit their individual needs.
– It offers the best push and pull advertising in that merchants can pull consumers in based on their advertising and push material out to them once they have created a relationship.
– Because users select the sites they visit, advertisers are almost guaranteed highly qualified prospects.
What is a digital strategy?
Traditionally, marketing strategy consists of segmentation, targeting, and positioning.
The digital marketing process occurs in seven stages. The process begins with the formulation of corporate and business-unit strategy, then moves to framing the market opportunity, deciding the marketing steps, designing the customer experience, designing the marketing program, crafting the customer interface, and evaluating the results of the marketing program as a whole.
The AIDA formula (Attention, Interest, Desire and Action) also works for the explanation and structure of digital marketing, although with a slightly different polarization. Great emphasis must be placed on the first step, getting attention. Comprehensive information that might show a product’s advantages and users’ benefit is difficult to be given on the small space of web ads. Often, the linguistic strategy of persuasion follows the principles of simplicity and uses imperative instructions to initiate action, supported by graphic to create interest and desire. Nevertheless, it seems almost impossible to draw a line between defining which elements are accountable for the initiation of each AIDA step.
The internet has and will continue to affect marketing strategy for new-economy firms in four broad ways:
1. through finer gradations of segmentation
2. through faster cycle on marketing strategy development
3. through increased accountability of marketing efforts
4. through increased integration of marketing strategy with business strategy and operations
The internet offers a rich supply of tools to reach and influence targeted demographic groups. Each service has its strengths, weaknesses, and audiences. By understanding these differences, online marketers can find the right markets for their products.
What are the digital channels?
Marketing channels, the place element of the marketing mix, are ways of making a product or service available for the target audience.
A firm can have an excellent product at a great price, but it will be of little value unless it is available where the customer wants it, when the customer wants it, and with proper support and service.
A company can choose not to use any channel intermediaries but, rather, to sell to its customers through digital direct channels (owned media: website, social accounts, newsletters), but sometimes resellers (virtual shopping malls, comparisons shops, and affiliates and other types of paid media) are critical to the success of a company’s marketing program.
The distributor channel in a well-integrated marketing program also serves as a form of reminder advertising. The consumer sees the brand name and recalls the advertising. More about this in a future article on the process and benefits of remarketing.
Web Advertising, Anja Janoschka
Online marketing handbook, Daniel Janal
Internet marketing: building advantage in a networked economy, Rafi Mohammed, Robert Fisher
Dictionary of marketing terms. Imber Jane, Betsy-Ann Toffler.
Advertising on the internet, Armstrong Steven
Why internet advertising?, Hyland Tom