When a marketing effort involves digital media, it is digital marketing. Inbound marketing focuses all its efforts on one platform or multiple platforms. Offsite marketing refers to promotional activities that are not-so-subliminal in nature. These activities might also involve the use of traditional forms of advertising like banners, commercials, posters, etc.
It is estimated that nearly 85% of the internet users access the web using a smart phone or tablet. In most cases, these devices are used to browse the web and to take advantage of various social media services. In most cases, this means that the user has not even been aware that the brand he is following has an account on a particular social network. When a user likes or shares a post on his or her Facebook page, for instance, he or she is not necessarily being “flaunted”. The post or status update is simply being re-shared to various platforms where a network of friends may have seen it.
This situation raises questions about the relevancy of the digital marketing strategy of a brand. It would be logical for a brand to invest heavily in a platform like Twitter where it is free to send messages and where its users have an unfettered platform to air out their thoughts, ideas, concerns, views, and opinions – whether good or bad. However, consumers today do not want to just read the posted messages; they want to be “there” when the tweets happen. Therefore, it is prudent for brands to remember that the message must be delivered in a way that consumers feel engaged and informed as well as seeing the intended message at the same time.
The key to a successful digital marketing campaign is to not only focus on reaching the masses but also ensuring that those masses find your content valuable enough to stay on your website. Although email marketing may seem like the easiest way to communicate with prospects, this is often not the case. For the most effective email marketing, a marketer must engage with his or her audience and really understand what the consumer needs. A professional marketer can achieve this by hiring a korean digital marketing company to help create and execute an effective email marketing strategy.
Another example of a digital marketing tactic that has lost its value is the use of paid search advertising. In the past, businesses could purchase placements in search results using pay-per-click systems (PPC) and other similar systems. Although PPC may bring some quick profits for a brand that is doing well, this is no longer the standard. Many consumers are wary of clicking on a link just to get more information about a product or service; they want to be informed first before making a purchasing decision.
What some consumers are turning to in order to get more value from their browsing experience is digital marketing content such as video, podcasting, and blogging. Video content tends to have a higher viability rating on YouTube and other similar video sharing sites and allows consumers to get a look at a brand’s personality, image, or “sense of humor” before making a buying decision.
