Digital Marketing has taken the marketing world by storm. In a matter of a few years, it has changed how companies view the marketing technique, and for some companies, even overtaken traditional marketing techniques that were an accepted norm for many decades.
This shift seems to be gathering momentum, and in a market such as India, the benefits of digital marketing are unparalleled. India’s market is unique in terms of demographics, cultural diversity, motivations, and ambitions, etc, and the digital marketing courses in Chennai, gives one the opportunity to target this mind boggling diversity with ease.
For example, with a newspaper advertisement, it is difficult for you to know how many people noticed the ad. How many people noticed it and did not read more, while how many were interested? How many people who saw your advertisement actually visited your store, or made a purchase on your website? These questions might go unanswered, and you may continue investing your money in a marketing tool that is inefficient.
With digital marketing tools, you can track the performance of every advertising campaign you do, track the complete trail of customer attitudes to your advertisement, from attention to interest and finally purchase. In addition to this, you may also be able to study post-purchase behaviours such as repurchase, review, etc.
Targeting ROI? Digital marketing beats traditional marketing in both efficiency and flexibility.
Given the fact that you can view in real-time, the performance of your campaigns, you can also make changes to the campaign, including the ad copy, target audience, budget, etc. in real-time.
This is not possible for traditional marketing campaigns as the impact of the campaign is hard to analyze and even when it is obtained, the total impact of a campaign may take weeks or months to show effect.
Due to this, a digital marketing campaign may have much higher efficiency than a traditional marketing campaign.
Given the above factors, one can understand the reason for the popularity of digital marketing campaigns and agencies. This shift is observed all across the world. As observed in the Indian market, the budgetary allocation for digital marketing has increased from 10% in 2013 to almost 25% in 2019, over the span of just above 5 years. It is evident that the world believes that digital marketing is the technique for the future. And whatever be your marketing objectives or the stage that your brand is in, an investment in digital marketing and digital marketing courses in Chennai will prove to be life-changing.
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What are Traditional Marketing Techniques? To fully appreciate the various benefits of digital marketing, we must know about the marketing scenario that existed before it came into the picture. At this time, the marketing activities of companies fell into two broad categories. These were:
Above the Line (ATL) Marketing that directs communication towards the mass market. It is aimed at encouraging consumers to seek out the brand and product by capturing their attention and creating buzz. Some tools used for such a marketing technique are television ads, print media, radio ads, etc.
Below the Line (BTL) Marketing is more focused and uses targeted communication. It is aimed at establishing a connection and relationship between the customer and the brand. Some tools used for such a marketing technique are outdoor advertisements, sponsorships, emailers and SMS, in-store promotions and visual merchandising, etc.
As you may have realized, such marketing techniques are extremely budget intensive, require a large amount of effort and workforce to implement. This makes them inaccessible for a number of small and medium business enterprises.
Another issue with most of the above techniques is that their results are almost impossible to measure quantitatively. How many impressions did the advertisement get? Of these, many people reacted positively to it? How many people did it motivate to make a purchase? It is difficult to get these answers for most ATL and BTL tools.
So, What is Digital Marketing?
Digital marketing makes use of digital channels to deliver marketing communication. This can be done through a number of online channels such as:
Mobile Applications, etc.
By now, you may have realized that digital marketing and its tools fulfill the objective of all traditional marketing techniques, and are still replete with other, additional benefits.
This caused the rise of digital marketing and the creation of a new category of marketing, which is called Through the Line (TTL) marketing. TTL marketing makes use of ATL, BTL and Digital Marketing in synergy with each other to develop a 360-degree marketing strategy that fulfils multiple marketing objectives.
Why YOU Need to Invest Your Money in Digital Marketing
Digital marketing offered a way for companies to market their product or service through online means. This came with a number of benefits and led to the rise of many small, medium and local businesses in India.
To understand the benefits of digital marketing, we will consider the concept of return on investment. For any decision, a rational individual evaluates both the cost of that decision and benefit expected from that decision. Marketing is no different – before investing in any marketing tool, you would consider the amount to be invested and the benefit your business will get from using that tool. Digital marketing makes the process of evaluating return on investment easier and more efficient in a number of different ways, by giving you quantifiable information and data to analyze.