As such,there are more components to the aspect of digital marketing. Email marketingis one such aspect. The basic concept of this approach involves straightawaysending email messages to potential and existing customers. The emails are senteither to solicit sales, sending advertisements and/or requesting business.
Theobjective of this approach is to build brand awareness and brand loyalty.Digital marketing is the obvious choice for any business, big or small, to gainprominence in the contemporary society. 4.5Essential Aspects of Digital Marketing Wehave come to that part of the year already! The bit where everyone isevaluating what has happened over the last 1 year and is making predictions forthe coming year. Well we are; and with that in mind let’s look at some of thethings that we are going to be looking for in the coming year. In the last 1 year; people were generally focused onthe following trends: • QR codes • Social media (finally) growing up • Mobile marketing being taken seriously • Email marketing • Reputation management (social media) • Content is king Page | 37Tothe man in the street, this meant a few great things in terms of his experiencewith brands. It meant that consumers were being taken seriously.
To someextent, brands realized that their audience had a voice and they were notafraid to use it. Social media became the voice of the consumer and companieswere forced to listen and react. Consumersin general never really understood QR codes. I must admit while I think theyare pretty interesting and fun to play around with; the fact that QR readersare not native to smart phones and tablets just makes them an absolute pain touse. Ithink we are rapidly moving past the stage where we can continually measureonline and offline effectiveness against each other.
I see 2013 being the yearwhere marketing channels are all rated in terms of how effective they are atcreating, sustaining and converting in to sales. In 2013, the online/offlinebattle ground will be won on this front. Mobilemarketing is going to get even more serious in 2013. There has been thismisunderstood void in the last few years that has been “mobile marketing” butin 2013 everyone is going to be taking this front very seriously. With more andmore smartphones and tablets on the market than ever before; no one can forgetto place emphasis on their “mobile strategies”. This includes everything fromUSSD, SMS, MMS and WAP to mobile internet and applications. Againconsumers can get ready to have their collective socks blown off. In 2013,digital campaigns are going to be looking at touching you directly (hopefullyin a non-creepy way… unless you are into that!).
This means that you will havebeautifully immersive experiences in a way that speaks to you, as you; and notas part of a collective demographic. Consumerswill be touched through location–basedservices reaching out to them through their mobile devices (smart phone ortablet). These are just some of the major things I think will be emphasized in2017 — over and above that,tailoring your marketing to how, where and when your target audience wants tointeract with you is going to be pivotal. This goes beyond “just” contentmarketing and being “mobile”. This is your entire marketing message and itneeds to speak to individuals and not to demographics anymore! Page | 384.6 Importance of social media comparedto other medium of brand communication and its benefits Thegreat thing about social media is that you can do more with less. We have morethan 31 TV channels in the country now and the cost to air commercial is veryhigh. A fraction of the above the line budget can do wonders in the digitalworld.
Unlike with above the line media such as press and TV you don’t have tospend a hefty amount, no need for any negotiation as well. When it comes toosocial marketing, the company enjoys a lot more freedom compared to othermedia. A decent amount on advertisement buying on Google ads along with anactive Facebook page with like campaigns and post promotion can go long way. Abig benefit of social media is that you can target you communications towardsthe desired people very easily. It’s pretty simple to find out the interestareas of people on Facebook and a marketer just need to find out the interestareas his target group acquires and target them for a given communication. Forexample, iPay has an offer called “BeVerified and Get Tk. 50”, if they want to promote this communication theneed to find out the people who usually needs to use this digital wallet thatenables him to conduct cashless transaction would be interested in thisparticular offer.
In this case finding people who like free recharge, likes indigital payment and more importantly who are youths would be a good way to findeffective audience. So, we can see that it give plenty of options to fine tunethe target group.