A Looking Glass into Digital Marketing

Marketing is the art of selling or creating an impression amongst people about a
particular concept, thing, service or person. This can be done through a variety of
tools and one such avenue is the digital platform.

Digital Marketing can be taken to mean any marketing which directly or
indirectly avails the benefits of electronic devices and the internet. Regardless of
how accessible the virtual world is, there are still techniques to be more appealing
and capture a larger amount of people with every different tweak in strategy and
effort. Depending on the nature, size and need of the target audience, various
demographics come into play when deciding the particular method out of the
various options under digital marketing like emails, online surveys, online
banners and advertisements, pop-ups, hyperlinks, Search Engine Optimization
techniques and many more.

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The aim here is to garner as much attention as possible for the product, service,
idea, or any other entity which is intended to be marketed through the virtual
tools and techniques which may take effect either virtually or manifest physically
when your potential customer who was the target of the marketing is influenced
enough to make a purchase or be imprinted with the idea being “sold”.

With the use of each technique or method of digital marketing, there also exists
certain strategies. Once again, any or every strategy will not be suitable for any or
every product being marketed, and an informed decision needs to be made
depending on the target audience, the product’s nature, the time, budget and
other resource’s availability to invest in the process amongst other factors. For
example, a content marketer who markets through words may use software tools

to determine which key words to use in their blog post, article or other medium
depending on the location of his potential customer and the time-zone as well as
preferences and other demographics. When Colgate first began its business in
Germany, it failed on a key concept of conducting research regarding the locale.
The word Colgate was offensive to native German speakers and there had to be a
major revamp in operations by the company.

Some other types of digital marketing include:
Affiliate marketing: an interesting concept where an independent entity engaging
in another activity would promote another entity’s product on their medium or
platform;

Pay Per Click: a platform places another company’s product link on their
medium, but only gets paid according to the number of people who have clicked
the link and in some cases, gets paid more if the people who have clicked the link
directly purchase the product through the link itself on that very day.

Automated marketing: when emails, newsletters and the like are generated by a
company and sent periodically to targeted audiences on the mailing list of the
company.

Social Media Marketing: one of the most widely used form of digital marketing in
this day and age as many persons are influenced at a larger degree through social
media. This contains a few methods like banners on the news feed of users on
various social media platforms, promotional activities through “influencers” and
more.

In some cases, there are concerns that digital marketing does not create a
personalized engagement between the buyer and the seller, but all in all, digital

marketing is highly efficient and is a low cost mechanism of marketing which is
here to stay. One of the main reasons is that this does not require the target
audience to actually ‘do’ anything like passing by a particular billboard, or
venturing outside and taking a handout from salesmen or being present at a
particular store at a particular time to try a sample amongst other options.

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