Digital Marketing: Not a fad to fade away
- Ajay Singla
IIM Raipur
More than three billion population is
internet user which forms around 40% of the world population. Internet has
influenced all spheres of life. Be it banks, hospitals, corporate offices or
any other field, all are dominated by internet. In such a scenario, how can
marketing remain away from shackles of internet. There is no business currently
which can think of going global without digital marketing. Talking in narrow
terms, no business can even think of growing and surviving the huge competition
without digital marketing. Such is the charisma of digital marketing which has
mesmerized every business organization.
Digital marketing is actually nothing
but marketing of products and services using digital technologies. It
encompasses creating brands, customer values and increasing sales through the
digital channels. Digital channels includes internet, Television, radio etc.
Internet comprises the most significant medium of digital marketing. There is a great scope for creativity and
innovation in digital marketing which has brought about a revolution in the
marketing arena. A lot of start-ups take birth every day. About 80% of them use
digital medium to market themselves which points towards the potential of
digital marketing.
Digital marketing is not just a fad
which will fade away with span of time. It has become a part and parcel of
corporate arena. You write the name of one commodity you desire and the web
page will come up with numberless links escorting towards different sellers.
Digital marketing has not just facilitated business organizations but have also
made the life of the customers very easy. Ice bucket challenge is a prominent
example of pinnacle of digital marketing where Indian celebrities take on the
challenge and made the campaign viral within a couple of hours. Social sites
like facebook, whatsapp, twitter etc. has made the job very easy.
Digital marketing can reach the places
where traditional marketing could not think of. To reach 50 million customers, it
took radio 38 years; television took 13 years while Internet took just 4 years
to reach even more number of customers. Such a high population of internet
users has increased created the wide base for digital marketing. Digital
marketing is a very effective medium of communication to the customers. Through
digital platform, the companies are able to collect good amount of information
about its customers. So behavioral advertising is possible where digital
marketing can be customized according to customers’ requirements. The cost
involved in digital marketing is also very less compared to traditional
marketing. You never know when a small advertisement goes viral within a small
span of time. It gives almost equal opportunity to the small businesses to
create an identity in corporate world. Digital marketing works at real time.
You market your products through digital platform and you get instant feedbacks
about the feasibility from the customers. Thanks to the digital marketing that
every day so many startups take birth and survive.
Competition among the businesses is very
strong and growing at compound rate. In such a scenario, there is a great
chance that the customers tend to ignore the efforts made through digital
marketing. Feedback mechanism does not prove a boon always. One grave negative feedback and you start losing
your customers very rapidly. So one should be very much careful at digital
platform for marketing the products because here is the place where you can’t
hide the things easily which you have shown earlier willingly.
The present government of India is
making a wonderful use of digital marketing to market various public related
facilities and amenities. Apart from
this, Indian tourism is growing by leaps and bounds thanks to the digital
marketing strategy adopted by Indian tourism industry worldwide. Marketing of
tourism industry at such a large scale could never be possible without digital
marketing. Marketing of socially beneficial schemes of government of India like
Swachh Bharat Abhiyan, Jan Dhan Yojana etc. digitally has played an important
role in their success. Big campaigns like Digital India, Make in India, Skill
India etc. could never be launched in
India had there be no digital marketing.
The current trends overtly speaks that
digital marketing is a must for the businesses. Without effective digital
marketing strategy, it’s very hard for the business to grow. Digital marketing should be implemented
strategically with a well-defined set of plans and procedures. Going for
digital marketing without any material plan is like a shot in the dark. First
of all, the market should be segmented and a particular market segment should
be targeted for digital marketing. Continuous follow up is necessary to ensure
the desired outcome out of digital marketing. Digital marketing has a huge
scope for businesses to grow, develop and shine. It depends on the corporates
themselves how they handle the steering wheel of digital marketing. A planned
digital marketing approach, a correct strategy and a right stroke are enough to
take the business to the sky.
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