Marketing is an age-old practice, and it has seen many dynamic changes ranging from traditional marketing on one end to digital marketing on the other.
Changes in the Publishing Industry
Take the example of a publishing company to understand the way Marketing has evolved in the last few years. Earlier publishing companies involved in print publication used to hire sales representatives for selling ad space to the potential advertisers. Since then, this industry has come a long way, as now most of the content is published online, and the channels used for advertising are paid channels like Google ads.
So, there is an involvement of an intermediary in the overall process which determines the kind of ads that can be placed on various channels by keeping in mind the needs and the budget constraints of the advertiser.
A Simple way to explain it would be:
Publishers – Adtech Company- Advertisers
This is what we call as AdTech or Advertising Technology. These companies use various algorithms and technologies to make the whole process more efficient and budget friendly for their customers. So, technology has definitely changed the way a Marketing department used to work in all the organizations across various industries.
What Exactly is Digital Marketing?
Digital marketing relates to any form of online marketing activity that involves advertising for products or services on various web-based platforms that are used by the consumers like: websites, mobile apps, social media, search engines, emails, text messages etc.
Digital Marketing is very dynamic in nature, and because of its dynamic nature it is important to keep track of the effectiveness of the campaigns at various levels to measure their success based on certain defined parameters. 40% of the organizations look at increasing data-driven marketing budgets. This establishes the importance of data-driven campaigns, as ROI (Return- on- Investment) is one of the most important factors for deciding whether a campaign is successful or not.
Digital Marketing
Courtesy: marketbusinessnews.com
Dynamic Nature of Digital Marketing
Digital Marketing has to adapt itself to the continuous changes being brought about by technological innovations. Technological innovation is at the heart of Digital Marketing. These changes are reflected in the way Social Media Advertising has changed over the years. Earlier Facebook, Twitter and LinkedIn were the most popular social media tools for marketing for both B2B and B2C companies. With the rise of new social media platforms like Snapchat and Instagram, social media advertising adopted a new course of action.
Facebook, Twitter and Linked are still the most sought-after tools for advertising any business, but what has gained popularity in the past is advertising on Instagram. Instagram and Snapchat are popular social media platforms used by the younger generation. Their popularity is based on their ability to attract the younger generation with the innovative content posting tools that they have on the platform. Data reveals that 18- to 34-year-olds make up the biggest share of the Instagram’s audience. Companies like Adidas are using Product images and Instagram Reels as a marketing tool to catch the attention of the younger generation.
Metaverse and Digital Marketing
Similarly technological innovations like the introduction of Metaverse space have provided a whole new perspective to digital advertising. Metaverse is a 3D virtual space that looks at replicating your reality in the virtual world. It is continuously changing the face of gaming and gadgets industry. Companies like Apple and Sony are continuously working on providing the customers with this unique virtual experience by creating extraordinary AR/VR gadgets for the gaming industry. Metaverse is a new and evolving concept, but companies like Coco-Cola and Adidas are already using it to advertise and promote their products and new launches to their prospective customers.
How do Companies Drive Qualified Traffic to their Website
Most of the companies use extensive Marketing efforts to drive quality traffic to their website. This includes a combination of SEO (Search Engine Optimization), Pay-per- click advertising, and an effective social media strategy.
How Important is Content for Digital Marketing.
Content is King, when it comes to Digital marketing. Companies today are using their expertise and resources to design and promote quality content on their websites and their respective social media handles. Relevant and quality content optimizes the SEO of the website and also serves in driving quality traffic to the website.
Future of Digital Marketing
Digital Marketing is evolving continuously, and companies will have to work hard to adapt to the changes in technology to make their mark in the mind of the consumers. Any objective right from creating brand awareness to brand recall can be easily achieved and measured successfully with the help of correct digital marketing efforts. So, the only need of the time is to understand the dynamic nature of digital marketing, so that an organization can achieve its marketing goals with ease and efficiency.
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