Module Four

Digital Marketing and Its Relevance Today

 

Digital marketing plays an important role, especially when it comes to bringing in more customers and boosting sales. In our previous chapters, we came across different marketing channels and took a brief understanding of each. 

However, we also found out that modern marketing channels are scalable, cheaper, and can be used to target the audience well. Digital marketing is one of the most prominent aspects of modern marketing channels. 

 

If we see any eCommerce company today, be it about fashion, food, or any other service, large or even small, they are looking forward to establishing an online presence through online marketing. But why?

 

Reasons for the Shift from Traditional to Digital Marketing

The first question is why businesses are shifting from traditional to digital marketing. Let us understand this here:

 

• The primary reason why businesses are moving from traditional to digital marketing is the cost-effectiveness that comes with it. Compare it once. Isn’t the cost of a FaceBook ad much less than a TV commercial? 

 

• Today, there is a shift in consumer behavior that we can see. With technology and the internet reaching every corner of the planet, more and more people are spending their time on their phones rather than watching TV. 

 

• Measuring results and then planning the business further ahead of it is highly convenient with online marketing. 

 

Advantages of Digital Marketing

There are a lot of advantages that digital marketing brings for you as an eCommerce business. These are:

 

• Offering a broader reach, digital marketing platforms bring your business to the front. Hence, you can always expect better conversions, especially when the number of visitors to your platform is high.

 

• As a small business, it might not be feasible for you to target a large audience while marketing. In addition, a generic advertising campaign may not yield good results for you. But thanks to platforms like Google Ads and Facebook Ads where you can target specific audiences. 

 

• Digital marketing provides you with a report for understanding ROI. So, how will this help you? Well, having an understanding of what is working in advertising and what is not, is something that will save costs and enhance profitability. 

Current Digital Marketing Landscape

Today, digital marketing has become one of the most effective tools for making your business reach a wider audience. Not just reach, but the right and effective use of this marketing strategy has the potential to turn clicks into conversions. 

Do you know that the overall online marketing scenario is growing at the rate of 32.1% and by the year 2028, it is expected to grow even higher? With platforms like Instagram, Facebook, and LinkedIn, digital marketing is already serving many. 

We have already experienced that brands use Instagram stories to create more and more engagement. Also, just because our favorite celebrity was there, we might have made a purchase. Isn’t it? This is what digital marketing can bring to the table. 

Now, another aspect is SEO. As a business, you do want people to reach you. But how? The answer is SEO. With search engine optimization, your business can rank higher in search results. 

What are Some Emerging Digital Marketing Trends and How is the Growth Ahead?

Marketing has come a long way from how it used to be earlier. With the advent of technology, which is only getting better with time, reaching people and turning them into potential customers is easier and more effective. 

Today, trends like voice search, video marketing, and influencer marketing are on the rise. Since more and more people are using social media platforms and video platforms like Instagram and YouTube respectively, influencer marketing proves to be a major success. 

Here are some trends that you need to watch when it comes to digital marketing:

• Artificial Intelligence and automation are revolutionizing digital marketing. 
• AI tools are working wonders when it comes to customer segmentation, chatbots, and even content creation.
• Automation saves time and streamlines marketing efforts such as email campaigns and social media postings. 

Personalization and Customer Experience

Personalization plays a critical role when it comes to digital marketing. 89% of marketers see a positive ROI with personalization, and 76% of customers say that personalization enhances their brand consideration. 

Take an example to understand this better. Whom are you likely to choose? A company sending you a personalized message to make a purchase or someone who is sharing a generic one? 

Exactly! Getting a personalized message enhances your consideration for the platform. So, for this, businesses today are using data to curate experiences for individual customers. In addition, personalized messages will lead to higher customer satisfaction and loyalty.

Digital marketing provides several advantages. Be it enhancing reach, getting more orders, or more. So, make sure that you keep your marketing game strong. A good, effective, and smart marketing strategy is the key to taking your business to a new level. 

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Crucial Takeaways From This Chapter

• Businesses prefer digital marketing for its cost-effectiveness and precise audience targeting, driven by changing consumer behavior online.
• Key Advantages: Digital marketing offers broader reach, targeted ads, and measurable ROI, leading to better conversions and profitability.
• Growing Landscape: Digital marketing is expanding rapidly, with platforms like Instagram and LinkedIn driving audience engagement and conversions.
• Emerging Trends: AI, automation, voice search, and influencer marketing are shaping the future of online marketing.
• Power of Personalization: Personalized marketing enhances customer satisfaction and loyalty, making it more effective than generic approaches.