Digital Marketing making giant strides in today's business era

The founder of AdMojo Digital Solutions Private Limited, Bishal Sharma, says that after working in the marketing and advertising space for a few years he has discovered digital marketing to improve local visibility, which is especially important if the business relies on nearby customers. Local Search Engine Optimisation (SEO) and locally targeted advertisement can be beneficial for businesses looking to attract more customers.

Whether in promoting a company locally or globally, digital marketing offers cost-effective solutions. It enables even the smallest businesses to compete with larger corporations by employing highly targeted strategies.

"Marketing, like quality, is essential to the organization. Marketing is an intangible exercise that customers must experience in order to appreciate. Being a brand is no longer enough in today's digital world. A brand must have a strong voice and the ability to connect emotionally with its audience,' said Sharma.

Cofounder of QuickGhy Private Limited Drishti Medhi claims that in order to efficiently adapt and cater to customer demands in this digital era, companies need to stay informed on the adaptive digital mediums that help in driving growth and innovation.

Marketing has evolved from deceiving the customer to satisfying the customer, and now to systematically integrating the customer. Among the youth of the Northeast and across the country, digital media is creating a buzz. The Government of Assam has also come forward to assist in the same.

In collaboration with Google, the Assam Skill Development Mission is offering scholarships and wrap-around training to prepare youth for digital marketing jobs. It signed a Memorandum of Understanding (MoU) with Google to introduce digital learning solutions and tools to enhance teaching and learning outcomes.

Digital Marketing:

Digital Marketing is a process that uses electronic devices to convey promotional messaging. In practice, digital marketing specifically refers to marketing campaigns that appear on a computer, phone, tablet, or other devices. Social media platforms are widely used to display products.

In simple terms, Digital Marketing is the promotion of products over the internet or any form of electronic media. According to the Digital Marketing Institute, "Digital Marketing is the use of digital channels to promote or market products and services to targetted consumers and businesses."

Digital marketing had its advent with tech start-ups but has become mainstream with even Multinational Companies adopting it. In a tech start-up, digital marketing is highly agile, disruptive, and fast-paced, while in an MNC, it is more detail-oriented and well-planned.

The types of digital marketing include search engines, websites, social media, email, mobile apps, text messaging, and web-based advertising.

Why digital marketing?

Traditionally, corporations focused on marketing through print, television, and radio. Although these options still exist today, the rise of the internet led to a shift in the way companies reached consumers. That's where digital marketing came into play. But for a producer, digital marketing is more useful. If they want to market or promote their products, they find social media more affordable and far-reaching.

Technological advances have resulted in considerable attrition of the customer base of traditional marketing agencies and departments. People have moved on to tablets, phones, and computers, which are the areas where digital marketers have gained the most ground.

The digital marketing landscape has a demand side and a supply side. On the demand side, there are brands and companies that offer products or services. On the supply side, there are creative agencies, performance marketing agencies, 360-degree digital agencies, and individual freelancers/consultants.

A 360-degree digital agencies take over the complete digital experience of the brand and are responsible for building digital products and platforms and for content, SEO, website design, consumer experience, performance marketing, positioning, social media, etc.

In 2022, however, digital marketing needs more than just business acumen and seed capital.

The start of the year saw the continuing rise of TikTok, which has now taken over all other platforms as the leading social media channel among Generation Z users. Non Fungible Tokens (NFTs) and cryptocurrencies continued their momentum, sparking conversations about the future of finance.

Google announced it would phase out third-party cookies by 2023, leaving advertisers and digital marketers under two years to navigate new channels to reach their target consumers. And, most recently, Facebook changed its name to Meta in a nod to the company’s ambition to embrace the metaverse, a 3D virtual world.

A few digital marketing trends of 2022 can create a competitive advantage when used efficiently. Influencer marketing, video marketing, omnichannel marketing, and others are some of the latest digital marketing trends.

By influencer marketing we mean a confluence old and new marketing tools. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. In fact, the campaign collaborates both brands and influencers. But influencer marketing doesn't just involve celebrities. Instead, it revolves around influencers, many of whom would never consider themselves famous in an offline setting.

Omnichannel marketing is the integration and cooperation of the various channel organizations used to interact with consumers, with the goal of creating a consistent brand experience. This includes physical (for example. stores) and digital channels (for example websites). The goal of an omnichannel marketing strategy is to create a convenient, seamless user experience for consumers that offers many opportunities for fulfillment.

Artificial intelligence (AI) is the process of developing smart computer systems that can perform similar functions to the human brain. Companies can use AI to gauge the needs and demands of their customers. Simultaneously, it can be used to find out patterns in customer buying behavior, and monitor and offer a solution to formulate a marketing strategy.

Video marketing is an emotionally engaging way for brands to connect with customers and catch their attention in a digitally overloaded world. Strategic video marketing considers your brand's goals and metrics, as well as your customers' location in the sales funnel.

Finally, Content marketing is a popular digital marketing trend using which companies often promote their product or services. However, long-form content is the subsect of content marketing that consists of blog posts or articles of more than 3000 words to promote a product or service. Companies create long-form content intending to increase their visibility, industry expertise, and customer engagement.

Likewise, there are methods like using Short DIY videos, telling a real story, focusing on audience, privacy, transparency and trust building, personalization, content segmentation, conversational marketing, and quality interaction, NFTs, and crypto in social media e-commerce.

Starting from omnichannel marketing, vid marketing, long-form content, progressive web presence, and marketing automation to shoppable content and the most hyped features in the metaverse; having sound knowledge of the updated algorithms may give a first mover advantage to your business.

Speaking to Co-founder and Partner of Brand Imprint, Vishal Kumar More it is found that brands working in the construction material and real estate domain spend most on digital marketing strategies. This spending ranges from Rs 1,00,000, Rs. 3,00,000 per month. The spending by the clients' increases during the peak period. He further added that other businesses like restaurants, malls, etc spend around Rs. 30,000 to Rs. 40,000 per month.

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