Digital Marketing Basics & Introduction
Did you Google something today?
Or checked your Facebook maybe.
Did you see that funny video that went viral yesterday or did you read that tweet by a famous cricketer?
If you did that you are the part of Digital World along with 3 billion people.
Which is 40% of the world’s population. Waao! That’s a large number, right?
And wherever there a huge number of people that is a huge marketing opportunity.
Which is what is Digital Marketing all about.
What is Digital Marketing?
At the end of this article, you will able to:
- Understand what digital marketing is
- Identify the need to go digital
- Identify the basic objectives of digital marketing
As I mention before there are 3 billion people online today, which is 40% of the whole world population.
Who are these people? What are they doing? How are they doing? We will look at that.
62% of these people are browsing the Internet through their computer or desktop.
31% which is again a huge number are doing so through mobile devices or mobile phones.
The smartphone revolution has made this possible and 7% do so through tablets.
Total Daily Time Spent on Media
You will be surprised to know that of the total time spent on media or an electronic media or otherwise 54% of the time spent on online media.
Of the 54% that people that spend on online media 28% the social network which is most of the cases Facebook.
Daily Time Spent on Online Activities
13 % is the Micro-blogging which is again about twitter. And rest of activity which makes of updating blog, reading news, watching TV online and other activities.
What does this translate?
When people are spending so much time on media there is a huge opportunity for you to reach out to them during that time. And this is a result.
If you all see this graph.
You will notice that budgets for paid search advertising and display advertising both of which fundamentals of Digital Marketing have been increasing over the years.
This year, it is estimated that there will be spent of $126 billion. The increase in digital spending is almost 3x times the increase in total expenditure on marketing.
When you spoke about search advertising, where is this money being spent?
This again is related to where is time being spent.
This graph shows you that Google Search Engine has the largest chunk followed by Baidu, Yahoo, and Bing.
When people invest in search advertising, they put up ads on search networks.
How Digital Marketing Works?
This is the Google Search Engine results page for a query office bags for women.
You will notice that apart from organic stuff that you see on the page weigh down the page the ads dominate the page.
These are the sponsored results and you will see a slightly yellowish orange tag indicating that they are ads.
What happens if I have found a website that I want to go to and then I leave the search engine page.
This is what happens. In this case, I was looking for sites about cakes and baking and came to this website. but there is an opportunity for me to see an ad here as well.
As I say previously 28% of your time spent on social media which in most cases for dominantly Facebook.
But Facebook has paid ads too. In this example, you can see an ad for furniture or child ware and sunglasses.
Email Marketing is another important branch. Have you ever got an email about Loans or construction of your houses? Or about eBay, Amazon, etc. You know what I am talking about.
Why goes Digital?
Why are 3 billion people online? What is this thing about Digital Media that is attracting everyone?
Let see that in detail.
For the user
Multiple Channel and Devices:
The digital media offers multiple channel and devices. To do what they want to do.
Wide range of sites, Social Media
They have a wide range of sites, the social media to connect with, to maintain a relationship.
You can start on a Desktop, go through a mobile, or enter on your Tab.
Better Decision Making
It is also a better decision making.
Lots of choices
There is a huge number of choices. You want to buy a bag; there are many websites to choose from.
Deep discounts and offers
There are many discounts and offers available online for you when you are trying to something to buy.
Easy to Buy and return
Quick 1-2 step purchases, Simple steps to buy a product.
Multiple payment options
With wallets and another gateway buying online is easier than ever before.
Door Delivery and Easy return
These days many maximum websites offer delivery at your home or workplace and return the product when you find something wrong with the product you buy.
For the Marketer
For a marketer there are lots of reasons: –
I would compare this aspect to traditional advertising. If you are driving down to a road and you see a hoarding about let’s say a new car. You may be or maybe not wanting to buy a new car now. You may have not money for it or maybe not a mood for it.
But if you are looking online and you see an ad online which may be fit to your needs. That has an extremely high degree of relevance as compared to the hoarding that you see on the road.
In a lot of cases Google, Facebook and other sites that you use collect a lot of information about you.
They use this information to create a better advertising experience for you.
You can even see an email where the name is highlighted. For example,
“Hello, Raj! Would you like a loan today?
Or you could see an ad that could be based on your previous browsing history. If you have been shopping for a T-shirt.
You could see an ad and it says buy our new summer collection of 50% off.
Cost-effectiveness is a big driver for digital marketing. Traditional media overtime has become super expensive.
Placing an ad on newspaper or buying a hoarding for a month, is a large outlay of money. Whereas Digital Marketing can probably start on 1/10 of that investment.
Digital Media is also an extremely measurable medium. Going back to an example of road and hoarding.
You may not have an exact count of how many people saw an ad at the hoarding and buy that product because what they saw on that road.
Unless of course, that was the only marketing media that you will be using that point of time.
But Digital Media you can track this to the very last click. You will know how many people came to your website, from where they came, what they saw on your website, what they bought, what is the value of that purchase and when they come back again, you can track that as well.
A digital campaign is extremely scalable campaigns. If I create a campaign for the US today, I can easily replicate it for India tomorrow.
There is no permission and time involved. It’s all done within a few clicks.
Scope for higher engagement
How engaging can you be with the hoarding on the road? Can you talk to it? Or can you change it? No! you can’t. But you can super engage with an interactive ad that you see on a website.
We will see an example later where you can make the ad work for you.
You can make characters in the ads. Do different things by clicking the mouse around. That is engagement.
Level playing field
What do you mean by level playing field?
If I own a little business obviously, I will not have the money involved to compete with a large player.
But you can do so in Digital Marketing. You can decide where your ad will show, to how many people it will show.
And if your ads are of high quality you actually end up paying lesser than the bigger players in the market.
Ability to go viral
Of Course, There is an ability to go viral on the Internet. How many of your friends ever passed on a paper cutting to you and say waao!! looks at this ad.
Not likely, but a lot of them share a wonderful ad on their Facebook profile. And that multiplies, that is free advertising.
Objective of Digital Marketing
Let’s look at the objective of Digital Marketing:
Drive Sales / Leads
This is direct response marketing. Where your campaign will get people to buy something from your website.
In some cases, the not want to buy something but probably convert to a lead where they sign up for a subscription.
Increase Brand Awareness
If you are a small brand that nobody knows about or if a huge brand but introduces a new product, in addition to a product line and you want to, and you want to increase brand awareness Digital Marketing is the only answer.
Click to your website
For a business that is not selling a product or doesn’t need sales or leads and not advertising products but just wants people to come to this site.
It could be a new site, could be a blog about cooking, something about the environment that you want to talk about.
You are driving people to your website and this can be done by Digital Marketing.
User Behaviour and Best Practices
User behavior is an important factor in advertising. There is a difference between how it is treated in traditional media and digital media.
Let’s look at a few factors that matter in Digital Marketing.
The first page of results
There is a funny quote that I read another day that is,
“The best place to buy somebody is on the second page of the results because they never gonna be found.”
If you are not on the first page of the search engine results, nobody is ever to click in and see your ads. So, it’s important to be in the midst of action which is on a first page.
The first fold is that part of the website that you see without scrolling down.
Again, most people are not involved enough to scroll down and therefore if you want your message to be heard. It’s important to be in the first fold.
The right mix of text and images
We need the right mix of text and images. Too much text will make it look like a newspaper or too bookish. Too much image looks like a photo gallery.
Clarity of content
Somebody who comes to your website needs to understand what your website is all about. He shouldn’t be clicking through five or six links to get information about the website.
It needs to be there upfront, clear and easy to understand.
A clear call to action
A call to action is a signal to the user about what he has to do. What you want people to do when they come to your site.
Do you want them to buy something? Do you want to them sign up somewhere? Do you want to give them your email id? What you want them to do? Unless you tell them clearly, they are not able to understand.
Quick and easy navigation
Quick and easy navigation is a very important factor. Have you ever been to a website, where you try to hit the back button and come back out of the site?
If you have, it terrible, Isn’t it? A user needs to understand, how he can move from one page to another on your website. A prominent back button, a home button all this will help.
Security is a major concern because it’s a lot of commercial transactions happening on the web. You put on your credit card details.
You don’t want to be fished or you don’t want to end up spending a lot of money unintentionally. The security is important, so create a secure atmosphere for your users.
In this world of social media where people expect you to talk back to them. Brands have a very important responsibility of responding to their users. If somebody posts on brands page that “I didn’t get this product, or this product is bad.”
It becomes important for the brand to respond and say, “We are sorry, we will be looking to it.” If you don’t, that leads to a bitter taste to the user’s mouth. Therefor, watch out for responsiveness.
Okay! that’s a wrap-up for this article. Let’s take a look at what we learn.
- The key point that we discussed in this article.
- Exponential growth on the digital highway presenting a huge opportunity for marketers.
- Users can be reached via search, display, social, email marketing and more.
- The benefits of digital marketing including relevance, measurability, scalability and more.
- The objective of digital marketing including driving sales or leads clicks to a website or increasing brand awareness.
- Online user behavior and how their expectations must be incorporated into the digital marketing plan.