From selling soap to birthing a baby, to getting connected to the dear departed, it’s all about technology! And one of the marvels of the internet is being able to influence the masses, to achieve those goals in a measurable way.
This, in effect, is digital marketing, a key, emerging, dynamic and continually evolving field. There are several ways to engage customers and let me attempt to unravel a wee bit of it, as we go along, without it sounding too tedious.
It’s a foregone conclusion in today’s world that, the net and the mobile platform is the stage on which any business must be seen, to survive the cut-throat competition and to outdo it. And every biggie out there has grabbed its share of the pie. So to quote companies like Amazon, Flipkart, e-bay, to name a few, is stating the obvious, that they have become and are giants, due to their continued enormous presence online through affiliate marketing and on other media like TV, newspaper, in the lives of customers.
The important factor to understand would be, that the lines between offline and online marketing are blurring rapidly. In as much, as it creates a world of opportunities, it also escalates the pressures to deliver when the budget allocated to digital marketing and advertising is high.
A quick survey of available data reveals that the budget that is allocated to digital marketing is on the upswing, (without quoting exact figures), compared to the previous years. Marketers are now geared to drive their businesses the digital way through websites, social media and advertising, especially on the mobile platform. Having a vibrant and an updated website, optimum visibility on social media like FB and Twitter, would create a continuous and meaningful dialogue with the preferred customer bases, even allowing them to, in fact, create the products and services, which they see as lending credibility to their own existence and an enhanced quality of their lives.
Cutting to brass-tacks, it means working hard, at understanding not only the techniques but also the rapidly changing technology. This can be handled by the in-house talent or it can be outsourced. A lot of companies invest in a person who takes on the role of handling this specialised task, as this is the fulcrum on which the entire business rests. eg., a chief marketing technologist. What adds teeth to these multipronged strategies is social analytics. Very simply, it is to analyse all sorts of data across different metrics which influence business, for eg. tracking the choices and preferences of what customers buy over a period of time, which helps the marketers plan their next moves.
Deden Hamdan, is a Co-founder and Head – Product Development, DrumUp. He is also the CEO, Godot Media, a content marketing and development firm he co-founded.