Understanding Basic Concepts Of Digital Marketing
In this particular article, I want to talk about some of the basic concepts of Digital marketing. Some of you might have heard about it but you never know what it means. In this article, I want to talk about some of the facts that you need to know about Digital marketing generally. Follow me as we look at some of the facts that you need to know about it.
According to the Oxford dictionary, New media are defined as “means of mass communication using digital technologies such as the Internet”. Digital marketing is defined within the parameters of technologies using digital formats and the internet. This can range from a computer to mobile, to digital billboards. It encompasses online shared experience such as social media or digital marketing software’s that helps marketers created to distribute and track there campaign on digital platforms.
With the new digital marketing experience, reaching out to an audience and bringing them through the buyer’s journey requires new skills and positioning that were not required in the past.
In a knowledge-based world providing a myriad of messages, not only do audiences rely on advertising to inform them of new products, they can also review, comment, ask questions and watch videos of other users testing a product. All of this is happening without Brands being able to monitor or influence there audience. If a community doesn’t approve of a product or the product doesn’t resonate, it will be much more difficult to attract the desired audience.
That is where the concept of inbound marketing comes into play. According to one of the big payers of inbound marketing, HubSpot, inbound is defined as an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.
Outbound marketing is an attempt to initiate a conversation about a product or service by rapidly spreading the word of it’s existence, using volume and repetition. This applies to digital as much as traditional media, while inbound marketing is a much more web-based practice.
The development of inbound marketing came from the realization that traditional tactics did not perform well at developing healthy relationships with customers as they were too intrusive and disruptive. In addition to this, inbound was influenced by the change in consumer behaviour with new media development, resulting in shorter attention spans, more choice, information and the possibility to reduce marketing noise in one click. For instance, in 2017, nine out of ten ad-blocking users blocked ads via desktop or laptop – translating to 24.0% of US internet users (emarkter.com). This could prove to be a serious issue for brands focusing mainly on outbound strategies such as online banners and advertising.
We see this similarly with pre-roll banners, where 52% of US digital video viewers in 2016 said they simply skip a pre-roll ad when presented with it. In the new media era, Brands have little control over there ad viewing as users have gained back control of the content. Inbound marketing can be achieved through all media types, but is mostly developed through owned and earned media.
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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