Digital Marketing
fundamentals and marketing problems.This article is useful
for bloggers,professionals,freelancers,mentors and entrepreneurs.
Now day’s business having marketing
strategies is like a man wearing a mask in today’s covid-19 situation.
“Doing
business without advertising is like winking at a girl in the dark. You know
what you are doing but nobody else does.”
― Steuart Henderson Britt, Marketing Management and
Administrative Action
Marketing helps to create brand awareness,
increase in sales, grow business and engage customers.
In this article we will talk about:
-fundamentals of marketing
-digital marketing vs. traditional
marketing
-CATT marketing funnel
-Integrated digital marketing
-personal branding
Marketing is the process of integration and
execution of conception of ideas, goods and service which creates exchange and
thereby satisfies individual and organizational objectives.
Fundamentals of marketing:
Marketing is a vast subject but revolves around four things product, price,
place and promotion.
Product: A product is
what a company sells. It may be a physical good or a service. In simple words
product means what seller sell and what a buyer buys. In marketing it includes
decisions relating to quality, size, range, package, brand name, label,
warranty and services, etc.
Different types of products:
1.
Physical items: Cars, television, shirts,
soaps
2.
Services: Education, healthcare, banking,
insurance, entertainment, transportation
3.
Places of tourism: Singapore, Dubai,
Kerala
4.
Experiences: Cinema, meditation, multiplex
5.
Ideas: “don’t kill a girl child”
6.
Information: Internet surfing
Price:
To determine how much your product should cost. You’ll need to do some research.
This requires some marketing analysis and competitive research to determine the
fair price of a product and what people are willing to pay for it. Should the
products be on sale at certain time of a year and knowing our competitors?
Place:
Your customers need to be able to find and purchase your product. You should
decide whether to sell online or offline. How much inventory to hold and where
to keep it.
Promotion: Promotion is very important for every business. If a
product is launched and no one knows then will it make sense? No. Now day’s
marketers have number of channels to promote their product, from radio to
social media banners, etc.
You need to conduct a market research (read industry
reports, monitor trends, engage your buyers in conversation) and then build a
marketing plan based on the insights you reveal.
Digital marketing vs. traditional
marketing:
Running a successful business is not just about choosing
an appropriate market or having a high quality product. It is also about
leveraging the right kind of marketing techniques in order to reach out to your
target audience and convert them into leads or customers.
Digital marketing:
Digital marketing is a component of marketing that
utilizes internet and online based digital media and platforms to promote
products and services .Digital marketing is crucial for a business today
because internet is becoming one of the most used tools. There are around 4.54
billion active internet users in the world and 3.8 billion active social media users.
With numbers that high marketing online and through social media makes a lot
sense.
Examples: Website content
Email campaigns
Content marketing
Social media posts
Clickable ads
Affiliate marketing
Search Engine Optimization (SEO)
Traditional marketing:
Traditional marketing means marketing through
traditional channels like billboards and printed media. Up until the
development of the internet in 1990’s traditional marketing was pretty much the
only type of marketing. Traditional marketing is not old fashioned. Traditional
marketing still plays a vital and important role in people’s lives.
Examples: Print (magazines, newspapers, etc.)
Broadcast (TV, radio, etc.)
Direct Mail (catalogues, postcards, etc.)
Telephone (telemarketing, sms marketing, etc.)
Outdoor (billboards, fliers, etc.)
Digital marketing vs. Traditional
marketing:
Now it totally depends upon the business and your target
customers. If your budgets are low then you should definitely give a shot for
digital marketing but if your audience belong to old generation than you should
go for traditional marketing.
CATT (Content. Attention. Trust. Transaction)
marketing funnel:
It is called a funnel because you move along the
funnel ,you loose customers. As such you start with 100 customers at the
top only a small share of this will finally make it to the last stage and make
a purchase. Therefore, the number of people keep decreasing with each stage and
that’s why its called a funnel.
Just by making a beautiful product or service is not
done . You have to gain people’s trust. There is a saying “Don’t trust
what you see even salt looks like sugar”. People won’t buy your product untill
they have trust in your business. Many startups fail or struggle to build a
trust of thier customers and building mass trust is more efficient.
CATT helps in building mass trust for businesses.
Content : Content can be anything whether it is a blog, YouTube
Videos, Posters, landing page, and many more. This is the core of digital
marketing. Creating a quality content is the best asset any business can ever
have . Creating quality content and thereby helping consumers by giving them
value will itself bring organic traffic .
Attention: It is necessary to have the attention of your
customers to your content either through organic traffic or paid ads.
The different ways of getting attention are:
1.
Paid ads like Google Ads, Bing Ads,
Facebook Ads, LinkedIn Ads, and many more.
2.
SEO help to bring organic traffic by
improving the rankings of your page. Investment is not required in SEO.
3.
Viral marketing or viral advertising is a
business strategy that uses existing social networks to promote a product.
Trust:
After generating traffic to your content you can generate leads from this
traffic by building trust. Trust is build by engaging with the customer and
constantly provide value about your product such that the customer should
remain doubt free and showing proof about the benefits customer will get is a
great way in gaining trust of the people.
Transaction: Now there are chances that still some
customers won’t purchase even after gaining trust, you can provide them with a
sales page or webinar or a sales video which may lead them to transaction.
Integrated digital marketing:
Integrated digital marketing is the integration of
multiple marketing strategies to form a cohesive online approach for your
business. It includes :
1.
web development and design
2.
search engine optimization(SEO) and search
engine marketing (SEM)
3.
content marketing
4.
social media marketing
5.
local listings management
6.
paid advertising (or pay-per-click
advertising )campaigns.
Integrated digital marketing is used to use the power of
each and every channel to create more influential presence. Most business
started integrating solutions for better visibility and ROI(return over
investments). Integrated digital marketing is about creating a plan which
further helps to convert a visitor to an excited and loyal fan.
organic search
Digital strategies should consist of positioning a
website on top of google SERRs , such as content marketing.
Content marketing
It is essential to create a creative,useful and powerful
content which should be engaging to read
paid advertising
you have to spend money in paid ads to drive inorganic
traffic now days it’s a necessity.
ROI
Creating a consistent marketing plan is the key to
achieve higher and faster ROI.
By working with integrated marketing approach you will be
one step ahead from the competition.
Personal branding
“Personal branding is the practice of marketing people
and their careers as brands. It is an ongoing process of developing and
maintaining a reputation and impression of an individual , group , or organization.
Whereas some self help practices focus on self improvement ,personal branding
define success as a form of self-packaging.”
Garryvee is the best example of someone who gives tons
of free content about side hustle and success and is consistent and serves his
audience in many ways. A Personal brand gives you the opportunity to show
current and potential clients your skill sets and strengths . People should
feel like that you are worth investing.
Conclusion
Thus proved that no matter how useful or quality filled
your product is, it will not generate the desired momentum and interest among
the people if it is not marketed and propagated effectively. Strategic
marketing through various channels both conventional and modern is the key to
success.
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