Digital Media Marketing – How Companies Market Online
What’s the first thing that comes to your mind when you hear the term “digital media marketing”? It’s no surprise that we’re now practically hardwired to think of the internet, since the proliferation and widespread use of technology has made it that much easier to access the world wide web. But digital marketing is far more extensive than that: it includes every kind of digital tech that is used by companies to market their product such as radio, television and electronic billboards, to name a few. But the reason why we tend to completely forget about these mediums is because of how big a part of our lives the internet has become since the turn of the century.
People are increasingly spending more time online today than they were just a little over a decade ago. Teenagers spend roughly 9 hours a day consuming media such as television and music, while 30% of that is dedicated to social media. Let that sink in: an entire generation of people are logged in for approximately 41 days out of the entire year! Logically, businesses can see that the internet isn’t just good for optimizing the workflow, it’s also an opportunity to reach out to your consumers and market your products. But the real zinger here is that unlike offline mediums, online digital media marketing produces feedback in real-time.
Looking back to the days before the internet, it was difficult for businesses to collect customer feedback. The success of TV ads was measured in terms of the flux in sales during the commercial’s run, which in itself isn’t a good indicator of what exactly was it about the commercial that made people buy more of their product and how to replicate that success with other ads and campaigns. For newspapers, businesses had more opportunities to gain consumer response, but it took plenty of time between publishing an ad and receiving letters from readers. Moreover, there was no way to guarantee that their intended audience will see and read their ads, making it all the more difficult to gauge the reception behind their marketing campaigns.
But the internet manages to overcome all that by providing companies instant data that they can use to optimise their marketing strategy. The lightning-fast pace at which valuable information is produced at little to no cost to the company is a huge edge over traditional methods – that goes to say, marketing today is a lot cheaper and effective from the days of yore. However, this doesn’t mean that the internet isn’t without its unique set of disadvantages.
Since distance is virtually non-existent on the internet, what you say and do is that much more transparent to your peers. So if a business chooses to ignore or delete any feedback that can be publically viewed by anyone that visits their site or social media profile, it only reflects badly on the company and may contribute to a poor brand image. Businesses now have to personally engage with their audience to show them that they are listening to and care about what they have to say.
Moreover, like in the real world, the competition is ridiculously tough, and businesses have to do more to get audiences to look at their ads and buy their products. The wrong way that some companies go about it all is to put up their ads wherever possible – on the internet, excessive advertisements little more than a nuisance for people who aren’t actively looking to buy online, and this tends to reflect badly on the company. Businesses have to play smart, and there are multiple ways to do that.
Firstly, online ads are of a different breed than what you see on TV or read in newspapers. Businesses have to create interesting and engaging content relative to their products and services and convince their readers to make a purchase. For example, if you want to increase the sales of your home improvement services, you can create informative articles or blogs about the major causes of a mold infestation – by providing genuine and helpful tips, you can urge the reader to hire your home improvement service to take care of the problem. Its content that your target audience doesn’t realise is actually an advertisement!
Moreover, a brand image is key to your online reputation. In order to convince your audience that your product is the best they can get, you have to create a look and brand persona that justifies that statement. A unique and creative logo design is essential to what your product means and how you should market it online. Let’s take Hyundai’s logo for example. At first glance it looks like a slick “H”, a quality that they also apply to the look of their premium cars, but that’s just on the surface. The design also depicts highly stylised silhouettes of two people shaking hands, a reflection of the high customer satisfaction and care that they promise to their audience. It’s a beautiful design that speaks volumes about Hyundai’s mission and business practices. And to maintain that image of the company they have to deliver their logo’s personality online by responding to consumers in a helpful and professional tone, creating graphics that imply satisfaction in owning a Hyundai, and generating content that both informs and entertains car enthusiasts.
Web design is equally important when it comes to successfully marketing your product and ensuring sales. A layout that is both pleasant to look at as well as easy to navigate makes it easier for people who are interested in what you have to offer to find what they are looking for and make a purchase. A website should be optimised to keep visitors on your page for as long as possible – even if they don’t wind up making purchases, they would at least be inclined to engage with your content, adding to your overall brand value.
Of course, a good digital marketing strategy doesn’t involve creating amazing content and offering amazing customer service – people have to know that your product exists and to do that you have to make sure it’s the first thing that pops up on their screens whenever they search for something like it. To do that, a strong SEO (search engine optimisation) plan ensures that the business recognises the key phrases and terms that their target audience searches for and includes them in their content so that they rank higher in relevancy to the search term.
Although the digital media marketing process is far more advanced than what can be covered in this brief article, it’s still a relatively cheap and easy way to get your business out there and get great returns on investment.
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