This is the use of digital media to
engage, attract and convert customers online. It involves use of channels and
methods that help an organization to understand what can work out and what cannot
in this digital dynamic world. The channels used include social media, online
advertising, content marketing, SEO, and influence marketing.
The marketers look at what is mostly
viewed, for how long and how often. The internet is the channel used often and
it is associated with digital marketing. The other associated channels
are very important. These channels help you to know the customers, communicate
with them when they are more receptive. You should understand customer
expectations and preferences in all channels. For example social media, mobile,
web, and direct mail .Marketers can use this information to anticipate and
build consistency. The more you understand about the customers’ preferences and
behavior the more you will engage and attract their attention.
Advantages : -
Advantages : -
·
It saves your money. It
is less expensive as compared to traditional advertising. This replaces the
costly advertising channels like television, radio, and magazines.
·
It links you with
customers on the internet. In this digital world, most consumers use the
internet to search for information about a product or service. This is more
effective and efficient.
·
It leads to higher
customer conversion. Through the digital media, you can reach the targeted
audience, generate more leads and achieve increased conversion rates. By
converting viewers to buyers.
·
It can be viral. Using
the share buttons of social media on your website, email, and other social
media channels enables your content to be shared quickly. For example using Facebook,
12% of your friends are likely to like or share your post.
·
It enhances real
time services for the customers. This leads to an immense impact on the success
of your business.
·
It helps to
generate higher revenues. If the customers develop trust and confidence in your
services and goods, they are likely to spend three times more than any other
customers.
·
It helps you to
compete with others. With the digital media you can compete with small and
large corporations.
- Everything can be measured in the digital media. It is
easier for individuals to know if they will achieve their goals or not. Who is interested in your products, and
from which part of the world?
- · Respond and create dynamic relationships with potential customers.
- · Be in a position to manage complex customer relationships across various channels, traditional and digital channels.
- · Deduct value from large data to make informed decisions.
Challenges facing the digital marketing : -
- · Many users don’t trust electronic methods of payments. They may end up giving up because of this reason.
- · Internet problems. For example slow internet connection may hinder both buyers and sellers.
- · Lack of trust by internet users because of many promotions them appear as scam.this may affect the reputation and image honest companies.
- · Cash on delivery is another big challenge to sellers. This is because it doesn’t assure 100% purchase.
