Digital marketing is the above the line marketing channel. Whereas events/activations/contact programs and other experiential marketing channels are considered to be the old and traditional approach.
Digital marketing has transformed the age old marketing and made so much easier for the brands to reach the masses. Today, all over the world people are using smartphones and marketing is not restricted to one specific area. There are different platforms to do digital marketing in. This could be through social media ads like Facebook, Instagram, Twitter, Linkedin and many more other social media platforms or could also be done through Google ads, high traffic websites and other search engines.
But why do digital marketing in this age?
People have become smart, just like the technology. They spend more than 3 hours in their devices as it has become so much easier for the target audience to get information about almost anything!
So let us discuss how it has benefited the brands in reaching the right target audience and growing their business:-
1) Targets Large Audience: The social media platforms now have a large customer audience data which makes it so much easier for the brand to reach and engage with the customer by just a click of the button.
2) Low in investment: Internet is now available and very cheap for both the target audience and the brand. The brand is able to reach more audience with minimum amount of effort and cost compared to the traditional way of marketing.
3) Less Effort Involved: The amount of effort used by the brand or business to market through digital marketing is very less compared to doing an event for the target group or hiring manpower to distribute leaflets in a sunny day.
4) Access To Information: The brand can provide the information about their product or services as much as they want as their is no limit to what message you want to provide to the audience.
5) Creative: It is very creative in nature and could be done in several aspects, the brand can use GIFS or videos to display ads and are not restricted to only printed content to engage with the customers.
Although, there are alot of benefits of digital marketing and it is considered to keep on growing. There are some challengers as well in this journey. The digital marketing is more targeted towards the youth and not the older generation as they are not very tech savvy. Brands still use below the line marketing to target the higher age group non tech savvy audience with personal selling and other traditional ways to convert a potential customer to a buyer.
But with as the time passes we can say that the traditional approach or direct selling will be washed off specially after when the pandemic hit the globe (covid -19) man to man interactions have reduced and online mode as been the way to go to avoid contact with individuals.
The newer generation is becoming more dependent on technology and digital marketing would be the best way to go in the upcoming future and era.
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