Following the phenomenal success of social, internet and mobile marketing in the last few years, the Digital industry has grown by leaps and bounds in India. Globally, it has witnessed a surge of around $40 billion and is spiraling here too. Big and small brands have not only understood the power of social media but in fact have reached nirvana in effectively putting their message across to consumers. If you happen to be reading this and only faintly know about this form of advertising, then welcome to the Digital party as we explain the power of this practical medium.
What is Digital Marketing?
Simply put, to use all forms of digital advertising channels to promote a brand is what digital marketingis all about. These channels include television, radio and internet among others. Advertising through mobile phones, SMS / MMS / digital outdoor and banners also comes under digital advertising. Promotion is done in the same method as that used in direct marketing but in a digital fashion.
However, digital marketing is viewed as ‘real-time’ marketing and therefore centers on the internet as its heart. The augment of the Internet has made it a communication vehicle & an extremely influential medium for advertisers. Digital marketing also involves a combination of push (messages being sent using email, IM, RSS, or voice broadcast) and pull (banner ads, Pay Per Click, etc) Internet technologies.
Digital Marketing has attracted a lot of attention owing largely to the fact that brands can track their campaign performance instantaneously. They can check what is being viewed, for how long, response rates and purchase numbers. Digital marketing is forever improving as new amendments and technologies are created all the time.
Digital Marketing in India
According to recent research, at least $100 million are being spent at present on digital marketing in India. Since digital marketing is on a growth curve, job prospects in this industry look very bright for skilled professionals. Job search portal ‘indeed.com’ in 2010 had stated that at least 5 out of top 10 job trends will focus on digital media. In the coming year too, there will be an incredible demand for Business Development Managers, Online Marketing Managers, Social & Digital Marketing Managers, Social Media Directors, Interactive Media Strategists, Web Marketing & PR Managers, Marketing Program Specialists and similar profiles.
Digital Marketing – Its Reach
The reach of digital marketing is unparalleled. It not only helps the brand to connect with its target audience but also empowers the user to have unregulated communications with his contacts (friends, family, colleagues and acquaintances) about a particular brand. The promoters too can interact with their users, customers or potential customers – inform them about new products, sales and launches or rectify their stand in case of bad service, etc. Interactive widgets and gadget ads are also a potent tool that holds immense promise for promoters.
Digital Marketing works best when it is combined with multiple channels. For example, a new product release can be announced using both e-mail and SMS texts campaigns. Clubbing, if well executed, can lead to excellent results. Additionally, if the same message is stated in multiple ways, the reach and outcome could get even better (e.g. message + special offer)
Trends to watch out in 2012
Cloud Computing: will focus on improving the online experience of users. Whether it’s chatting live, streaming or online environments – they will only get better in 2012 and this is something promoters must bear in mind to device better virtual strategies.
Video marketing: people will never get bored with video-watching. This is and will continue to be a powerful digital marketing tool. In fact, research points out that many marketers will take the video route to promote themselves in 2012.
Gaming: will continue to explode like it is already. Thus, advertisers need to think out-of-the-box and offer digital users something unique in this space.
Mobile Marketing: will not lose its fizz, contrary to popular belief. Advertisers are still exploring this medium and QR codes marketing is likely to be reinforced in the coming year.