where is digital marketing headed

Where is digital marketing headed

Fundamental Concepts of Digital Marketing

This post is about the fundamental concepts of digital marketing. Digital marketing is an umbrella term that refers to activities, technologies, and services.

It allows brands to market themselves online through websites, search engines, mobile apps, social media, email, and the internet of things. There’s a lot to it.

we will look at the emerging concepts and trends in digital marketing. You will be able to identify the impact of digital marketing, compare brand marketing with direct response, it identified fading and emerging marketing concepts.

Impact of Digital Marketing

What is the impact of digital marketing? The advent of digital marketing change the assets used by companies to reach and talk to their audience.

Those assets are your website, your blog, the ebooks or white paper, you publish online infographics, your social media accounts and more.

It also opened a number of new tactics with an unprecedented level of data and measure ability, be it search engine optimization, SEO for short, content marketing, inbound marketing pay per click, or PPC campaigns.

Those Empower organizations to measure their audience website traffic, see which language resonates the best and lead to an increase in desired business outcomes, and even attribute that outcome back to the assets and tactics that work the best.

The advent of the web over 25 years ago radically transformed the portfolio of assets, the potential tactics, and the business possibilities available to marketers.

This has shaken down the old ways of doing marketing, enlightened new EDA debates among marketers.

Brand Marketing Vs Direct Response

We contrast brand marketing versus direct response.

We often joke about the best outcome of a marketing campaign that failed to address the right audience and didn’t have any objective his whole, it was just for brand awareness.

At the opposite end of the spectrum. Direct response pundits believe strongly that there’s only one way to communicate with an audience to make an offer.

Another way to view it is the upper versus lower funnel. brand marketers understand and believe in branding, public relations, social media, and other forms of marketing communication, which can be measured in terms of response, the number of sessions on your website, the search volumes, the social media listening or surveys, and conversations.

But because their goals and objectives are often very different than producing direct response sales, they never compare positively. brand marketers measure awareness, which aids in conversion, but doesn’t necessarily produce it.

Brand Marketing

Brand marketing can have the objectives of reputation management , customer service, advocacy , community engagement, and more.

Direct Marketing

On the other end, Direct response is measured in terms of response rate, clicks sessions and conversion rate, transactions and revenues.

Direct Marketing is less efficient without brand marketing . It’s not a matter of comparing brand marketing conversion rates to direct marketing conversion rates.

Direct Response Campaign

In the past, newspapers, TV, and radio were brand marketing channels and aim to gain awareness. Today’s approach tends to be more on the direct response side.

Example : Brand Marketing Vs Direct Response Marketing

Let’s look at an actual example. To make it clearer. We can look at a brand marketing versus direct response example.

You might have a paid media campaign to increase awareness of your brand. A customer visits your site and browse for some products but does not purchase at this time.

You use a retargeting campaign, which is paid media in this case, to drive this person back to the site with the objective of subscribing to your newsletter. So this is a direct response campaign.

You know from previous analysis that subscribers to your newsletter. The newsletter itself is an own media are more likely to visit your physical store when offered a discount on an item that is complementary to the category they initially looked at.

So the direct response and offline conversion with a coupon that has a unique trackable code tying back to this specific customer.

In this scenario, various tactics are used as part of your marketing mix. The reality of online and offline consumed Experience is leveraged.

With this example, which is very representative of what happens today. We get a glimpse at the complexity of the marketing mix.

Key Points

There are three key take points from this post.

  • Digital is transformational just like electricity was at the turn of the last century. It opens a wealth of possibilities only limited by your creativity.
  • Both brand marketing and direct response marketing tactics are relevant at different stages of the customer lifecycle.
  • Digital marketing is moving fast in some popular tactics from just a couple of years ago.

 

2 thoughts on “Where is digital marketing headed”

  1. Pingback: Global Impact of Digital Marketing - Blogouri

  2. Pingback: History of Digital Marketing - Blogouri

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