Digital media marketing
| Digital media marketing |
|---|
| See also |
Digital media marketing this is the marketing of specific products or services that are promoted using digital technologies, mainly via the Internet. However, it very often happens that it is used with mobile phones or other digital media. It is worth noting that nowadays this system is able to significantly increase the value of the product and directly deliver it to the consumer [1] .
The most popular tools used in the process of using this method are:
- Search engine optimization (SEO)
- Search Engine Marketing
- Content Marketing
- Influencer marketing
- Content automation
- Campaign Marketing
- Data-driven marketing
- e-commerce marketing
- Social media marketing
Digital media
Examples of digital media include[2] :
- software
- digital images
- digital video
- video games
- web pages and websides
- socail media
- digital data and data bases
- digital audio
- electronic books
Digital media advantages
The advantages of digital marketing include in particular [3]:
- Cost-effectiveness: digital marketing is much less expensive and can generate more traffic than traditional mass media, e. g. TV advertising
- Allows users of digital media to interact with each other and initiates interactions with them
- Internet marketing is sustainable. It stays in the network resources forever
- It is easily measurable, thanks to access to many data tracking traffic or engagement on specific content
- It is more personalised as it operates on the data of users who may be potentially interested in the content presented
Social media marketing
It is one of the subgroups of digital media marketing that allows society to communicate, search for information, learn and access extraordinary things. This tool is particularly popular with young people who are most familiar with new technologies. The use of blogs and social networks makes them able to contact people from other continents. Through social media they are able to obtain valuable information about other people, the world or events in the whole world. Nevertheless, and most importantly, social media have created the need to promote entrepreneurs online [4].
In addition, people began to sell their products online on an unprecedented scale. Portals such as Amazon and Aliexpress have become part of their habits. With the help of digital marketing, we can see the growth of countries that were relatively underdeveloped in the past.
Traditional marketing vs Digital Inbound Marketing
As it is pointed out in literature (Opreana A. 2015) [5]:
„Measurement is what makes marketing a science, rather than a simple tool. To measure the effectiveness of a campaign of digital inbound marketing (DIM), an organization needs to monitor different types of web analytics. For a successful online marketing campaign, it is necessary to study which tactics work and which need adjustments in order to create relevant content that is syndicated on various outlets, including the organization’s website. The main objective is to yield results of attracting more leads or converting leads into customers.”
Examples of Digital media marketing
- Social Media Marketing: Companies use social media platforms such as Facebook, Instagram, Twitter, and LinkedIn to reach out to potential and existing customers. They use these platforms to share content, engage with customers, and build relationships.
- Influencer Marketing: Companies collaborate with influencers to help promote their products or services. Influencers are people who have a large following on social media or other platforms, and they can help to spread brand awareness and reach a wider audience.
- Search Engine Optimization (SEO): Companies use SEO to optimize their websites for search engines so that their content can be found more easily. This includes writing content with keywords, optimizing page titles, and optimizing images and videos.
- Content Marketing: Companies create and share content such as blog posts, videos, podcasts, and infographics to engage with their audience and educate them about their products and services.
- Paid Advertising: Companies use paid advertising platforms such as Google Adwords and Facebook Ads to promote their products and services to potential customers. They use these platforms to target specific audiences and measure the success of their campaigns.
Limitations of Digital media marketing
The digital media marketing has become an increasingly important tool for businesses to target potential customers, however, there are several limitations to this approach. These limitations include:
- Fragmentation of Audience: Digital media marketing platforms offer a high degree of customization and targeting options, however, these can lead to an audience that is highly fragmented and difficult to reach effectively.
- High Cost: Digital media marketing can be expensive as businesses must pay for advertisement space as well as the cost of content creation and management.
- Short Attention Span: Digital media marketing campaigns must be designed to capture attention quickly, as consumers tend to have short attention spans when it comes to digital media.
- Privacy Issues: Consumers are increasingly concerned about their privacy when it comes to digital media marketing and may be reluctant to provide their personal information or participate in campaigns.
- Lack of Control: Businesses may have limited control over the way their digital media campaigns are presented and may not be able to ensure that their message is accurately portrayed.
Other approaches include:
- Content Marketing: Creating relevant, engaging content that resonates with your target audience, such as blog posts, articles, and videos.
- Social Media Marketing: Utilizing social media platforms to build relationships with your target audience, such as Facebook, Instagram, and Twitter.
- Influencer Marketing: Collaborating with influencers to promote your brand and reach a wider audience.
- Search Engine Optimization (SEO): Optimizing your website and content to rank higher in search engine results.
- Email Marketing: Sending emails to your list of customers and prospects to share special offers and promotions.
In conclusion, there are many different approaches that businesses can take to reach their target audience, such as content marketing, social media marketing, influencer marketing, SEO, and email marketing. Each of these approaches should be used in combination to maximize the reach and effectiveness of any digital media marketing strategy.
Footnotes
References
- Chitra B., Chitra K., Gurinder S., Priyanka M., Richa G., Seema S. (2018).,Role of Social media optimization|Social Media Optimization in Digital Marketing with special reference to Trupay, International Journal of Engineering & Technology
- Couldry N. (2012). Media, Society, World: Social Theory and Digital Media Practice, Polity Press
- Janakiraman R., Kannan P. K., Kumar A., Rishika R. (2016).,From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior Journal of Marketing
- Opreana A., Vinerean S. A (2015)., New Development in Online Marketing: Introducing Digital Inbound MarketingExpert Journal of Marketing
- Todor R. D. (2016)., Blending traditional and digital marketing, Bulletin of the Transilvania University of Braşov Series V: Economic Sciences
Author: Anna Szpakowska
.
