Marketing is constantly changing and moving from one state to another, more consistent with our realities. Today, traditional marketing passes the baton to digital marketing, and this trend goes through active development thanks to numerous digital technologies surrounding us.
Marketing under the sign of “Digital.”
Today, Digital Marketing uses all available digital channels to promote companies, brands or specific products. The instruments here are everything that surrounds us in everyday life and are sources of information – from the usual radio stations and TV to the Internet, mobile applications and online games.
Closely intertwined with Internet marketing, Digital Marketing technologically advanced far beyond it and allowed you to “reach out” to your target audience not only online, but also even offline. He effectively uses SMS- and MMS-messages, a variety of mobile applications in our smartphones, as well as advertising LED-displays in transport, commercial premises, and central urban areas.
At the moment, Digital-Marketing is the best way to get the maximum commercial result, eliminating all ineffective expenses and providing significant savings in your advertising budget. The most exciting feature of it is the use of traditional types of advertising to attract the attention of your potential audience and move it to the digital (virtual) plane.
The main tasks that digital marketing helps to solve:
• Maintaining a brand image.
• Support the launch of new brands (or products) on the market.
• Increased awareness.
• Sales promotion.
The main advantages of digital marketing:
• It is interactive, attracts the attention of the consumer and forces him to interact with your brands actively.
• It has no physical restrictions on territories and continents.
• It is available to anyone with digital devices with an internet connection.
• It allows you to engage the audience actively and quickly manage it online.
• It activates the Pull-form (extrusion), where the consumer chooses the necessary information (content) independently and addresses the brand himself.
• It ena
bles the Push-form (pushing), where the consumer, regardless of his desire, receives information (SMS, spam, etc.). This form has a significant minus – on the information thus obtained, often do not pay enough attention, which means that our efforts will be in vain.
Over the past decade, the path to buying even the most unassuming consumer has changed significantly. With the advent of an increasing number of communication channels, the buyer even before going to the store becomes much clear about the product in which he feels the need. Today, people do not buy a pig in a bag. Over the past two years, the mass distribution of the Internet, the consumer not makes his choice only but also creates a purchase online.
What expects digital marketing in the years 2019-2020?
Digital marketing is perhaps the most flexible out of all business areas to highlight a separate branch or industry. More recently, when manufacturing products, the main factors were new technologies and cost reduction, today sales directly depend solely on marketing.
Developing trends in digital marketing in the next two years:
• Video Advertisement
Despite the current value of text advertising, marketing focuses more on attracting attention. Online video is a great way to do something different from a mass stream.
As examples, we can mention the videos of Puzzle English, investments in which made a profit.
Experts say that the popularity of online video is several times higher than the prevalence of cable television among teenagers. Therefore, companies that focus on further development and prosperity should now create a long-term marketing strategy, taking into account the video resource, because today’s teenagers will become entrepreneurs and active consumers tomorrow.
• Natural Advertising
Although Pop-up is annoying advertising, it still exists, because traditional banners are even more annoying.
This year, native advertising has become a new and promising trend, which is organically integrated advertising in content. By organic means that the user will read it as part of the material, and, therefore, its effectiveness, compared with previous types of advertising, will increase several times.
Besides, research results prove the maximum effectiveness of native advertising on mobile devices, which are increasingly replacing laptops and standard PCs.
Naturally, in such conditions, every digital marketing specialist will have to change the focus and concentrate on developing a new type of advertising.
• Personalized Content
The content was and remained the center of effective digital marketing, but at the beginning of the current year, there was a tendency for personalization to develop a practical impact. A call to action will be as active as possible only if an individual approach takes place.
• Smart advertising “Big data.”
Large volumes of data have always been a part of an advertisement, but as technology develops, increasingly more digital marketing specialists appreciate the unmatched advantages of potential customer insights that were not available before. With the help of a large amount of data, an advertising provider can consider the intended group of customers with maximum accuracy; reduce the charges for making and installing advertising, since there is no need to invest money in an advertising product aimed at the person who uses it.
An example is the use of proximity marketing. Proximity marketing location service monitors potential customers through their mobile devices, after which the proximity itself sends out offers or advertisements that will interest customers. We must not forget that the list of “Big data” opportunities will only increase over time.
• Community Development
Previously, the formation of communities around brands or products occurred as follows: forums were organized, and news passed between friends and relatives. Currently, Internet users are creating such a volume of content that can significantly affect the state of a particular brand in the market. Add to the current situation a “leading” opinion and your brand will become popular.
The second strategy is to encourage bloggers and other leaders to provide services in organizing brand discussions. If you create a “cult of witnesses of the brand,” then the product or service can be ensured long-term popularity, and investment in advertising will show a meaningful return on investment many times.
About the Author
Melisa Marzett is an experienced writer who is currently working for the team of professional essay writers at Findwritingservice and enjoys the opportunity to write anywhere on Earth as long as she travels all over the world. She is a winter sunseeker, a movie enthusiast, a gym shoe and animal activist.