Now the market scenario is changing due to
technology advancement. Companies are adopting the technology very rapidly to
learn and understand market and customer. By the help of technology, very easy
to do the business. If we talk about the 5-10 years back we did not know that
we will do the businesses on the mobile and app .Now the desktop, laptop, tab
and smart mobile phones (Android, iOS, Windows BlackBerry etc) are playing the
big role in online business /Digital Marketing. See the role of different device
in digital age.
If we
talk about the marketing scenario of 5 years back companies are more
focus on traditional of marketing and it is too much budget for business to do
marketing and advertising and in spite of the there has no big return. Before
go to market, nowadays everyone searching online for anything. No matter, they
want to purchase online or offline.
What they are searching
online?
We have to wisely understand the our customer behaviour,
we need to conduct the market research. We should not to make a assumptions
about of particular product/services. We may find the values and motives are
quite different from what we aspect. Ongoing research will help us build a
picture of what particular feature our business provides to our potential
customer. One important area on which here is the customer journey-the serious
of many steps and decisions customer takes before purchase.
Online, a customer journey is very broad
customer may engage with our brand.
The goal is to reach customers with the right
marketing message at the right stage of their journey.
There are some online tools available of search
behaviour/talking about of customer as for example: Google trend, Facebook
trend and twitter trend etc. But company should not more rely on these
data.
Traditional Marketing Vs Digital Marketing
Traditional Marketing:
Marketing creates
and satisfied demand for our product or sales, and demand converted into sales.
It is outbound/push marketing. In this company has pushed marketing data of
customer in various ways such as
- Electronic media-TV, Radio etc
- Print media- News paper, Magazine, pump let, hand bill
etc.
- Holding: Banner, poster etc.
- Face to face: Personal Visit etc.
- Telemarketing
- Seminar,lecture
- Direct email
Digital marketing:
It creates drives and
creation of demand using the power of the internet, and this demand in new and
innovative ways. It not only allows exchange of currency, it is more than that,
but also exchange of value.It gives us real time result.
It is inbound/pull marketing. In this ways audience has
been engaged by company such as
- Social media : Optimization and marketing
- Search engine: Optimization and Marketing
- Email marketing
- Online advertising
Value
- In
context of consumer prospects : Time, Attention and Advocacy
- In
context of User prospects: Entertainment, Enlightenment, Fun and
Utility
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