WHAT IS DIGITAL MARKETING
Digital refers to the variety of various channels, all
wont to uniquely engage audiences and tackle various goals of the conversion
funnel. The digital channels include display, search, mobile, social, and
video. Originally mentioned as "interactive marketing" digital allows
consumers to interact with ads and communicate back to brands.
Thanks to the vast amounts of targeting technology and
capturing of knowledge in digital marketing, advertisers are ready to reach
both large audiences and more granular segments without compromising scale.
This includes having the ability to focus on specific attributes including
demographic, behavioral, psychographic, and more. Not only can marketers target
groups of individuals, but they will also target specific devices and even
individual users no matter what device they'll be using
Additionally, digital marketers are especially determined
to live the success of campaigns. variety of user engagements are often tracked
like impressions, clicks, website hits, leads, and actual purchases. In the
maximum amount, digital makes it easier than traditional media to trace Return
on Investment (ROI), helping marketers to ascertain the efficacy of campaigns
and make better decisions for optimization and therefore the future.
Traditionally refers to linear TV, print, radio, spam,
and out-of-home (often referred to as billboard) advertising. A key
differentiator of those mediums is that the messaging may be a one-way
conversation. This defines traditional as "broadcast advertising"
therein it reaches bent consumers, but consumers don't communicate back.
Moreover, traditional's targeting is far broader because it is usually defined by only an estimate of viewership. If an advertiser wanted to execute more granular targeting by coupling different demographic and behavioral attributes, they might be unable to, as publisher audiences are more loosely defined with traditional media.
how digital marketing is different from traditional promotional tools?
The final major difference - which is usually times used as some extent of argument among the 2 sides, is measurement methods. If a possible customer views a billboard on linear TV and later buys that product in-store - it's nearly impossible for marketers to attach the action back to the advertisement with precision. What marketers are ready to do instead, is measure sales lift before and post-campaign. Another method is including a selected telephone number or email address in advertisements whenever possible so that conversions are often directly attributed.
Despite digital's advantages, traditional media channels
are still largely popular for consumers and therefore the two are often seen
interacting as media convergence becomes more prevalent. Media convergence is
that the blending of media forms into one platform for purposes of delivering a
dynamic experience.
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