Log on to a news website looking for the latest scam, and a dark, transparent ad sheet covers the lead stories. Click to the next one and “BRRRR” threatens a loud ad, throwing you off the seat. Ads pop up every time you innocently hit “More”. Sigh. Your in-box demands a daily ritual of deleting spam. The newspaper opens with a sound-enabled car promo. What's this? E-hard-sell, madam, please refer to it as Digital Marketing (DM).
DM, obviously, is promotion of brands using digital channels. DM ideas accost you on the Internet, TV (telebuys!), fax, radio and mobile phones, but “there's a school of thought that insists DM must have instant customer feedback/reaction and scope for customer interaction,” says Sandeep Mishra, eCommerce Manager, Classof1.com. So DM is synonymous with selling through Internet and mobiles. If the Net enables options such as Search-Engine Marketing, SE Optimisation, Social-Media Marketing, Search-Engine RSS (Really Simple Syndication), e-mail and banner ads, mobile phones help companies get ahead with SMS/MMS, telemarketing and all of Internet marketing.
Several advantages
That is a lot. But marketers see solid advantages in DM. “Instant reaction makes it highly useful for direct sales strategies,” says Sandeep. “In physical marketing, you go shopping with the brand in mind.” On digital channels, news is put on lightning mode, unlike the word-of-mouth spread in the physical world. “Results are easily quantified — how your message reached customers, how many clicked or reacted to the message,” says Sathish Isaac, virtualsocialmedia.com, eCommerce specialist. DM is low cost and target specific (e-newsletters don't reach housewives). It assures more revenue, reduces annual expenditure by automating advertising and purchasing. DM generates leads, sells products 24/7 to anyone, anywhere. It's perennial; online ads stay put. “Investment is negligible compared to returns and you can switch to other digital media according to what works,” says Sathish.
Rajesh, Definace-Tech, doesn't buy it. “DM tools — web-ads, Facebook, mailers, webcasts, webinars, Twitter, blogs — could be as expensive or inexpensive as traditional promo channels,” he says. “Depends on how complex you want it to be.” Plus, who says DM is a stand-alone replacement? TV and mainstream magazines will still carry messages into households. “DM won't kill existing communication channels,” consoles Sandeep. “The best marketing mix is the one that uses digital as well as conventional marketing techniques.”
Great future
Sathish is upbeat about DM's future. Many online ventures with excellent websites, adept content writers and efficient blogs still aggressively promote themselves online, he points out. DM can help companies achieve targets through blog/video marketing, SEM and the like. “If you're not using it, you're wasting the chance to stay ahead in the competition!” Given its speed and reach, it's bound to be considered seriously in all marketing plans, agrees Rajesh.
But DM-ers don't win all the way. Speed is a double-edged sword. The reaction to digital marketing is fast and for all to see. Word of failure spreads fast too. Digi-com channels build fortunes, and ruin reputations. Adds Sathish, “You may not reach people who aren't Internet/social-media savvy. Its effectiveness depends on the products/services/target market.”
His tips to optimise DM. 1. Develop a well-designed website — with a high-ranking search engine. Have a lead-capture page to collect email addresses. Submit videos at video-sharing sites to increase traffic/credibility. 2. Have a dominant presence in social media/networking sites such as Youtube, Twitter and Facebook. Don't forget the vanity URL with the brand/company name. 3. Hire professional digital marketing service providers. They're qualified, have experience with a wide variety of products/companies/ niches. They're equipped with latest updates on the DM front. “Our strategy using LinkedIn/Quora Answers and Twitter (customer feedback and proactive support calls) proved successful for an HR client,” he says.
Still, carrying messages without annoying the viewer is a challenge. Automatic audios will surely put off readers, and it's a desperate adman who craves for brand attention, ignoring quality of attention. “Use browser settings to block those pesky pop-ups and interstitials,” Rajesh suggests. What about trade calls? “Trade calls have great value if basic call norms and DNC rules are followed,” he says. When they are not, these calls are neither digital marketing nor conventional marketing, but a nuisance.” And be careful with whom you share your mobile number, email ID. Do you write them behind cheques, while receiving couriers? Think twice!
DM in India
* Social-media such as Facebook are used to build community of partners, employees and customers.
* Major Indian banks and IT firms have vigorous digital marketing campaigns. They network with their niche audience.
* Print ads of some car companies have QR code-enabled user-virtual experience provisions. With this a prospective buyer can see the interior of the vehicle on his mobile phone itself. It's happening in India!
* DM pop-ups are minimum in open-source software.
