Brand building is an indispensable part of marketing strategy for businesses wanting to create recognition for themselves. It essentially involves presenting a tangible identity based on its mission to its niche audience.
Marketing strategies have evolved beyond print media and television ads with the advent of technology to move into the digital space. Digital promotions have found inroads in sponsored government websites, text messages, emails, electronic commerce websites, YouTube, social media and OTTs. Above all, connecting directly to consumers has never been easier. More than 50 crore people in India are currently using social media, which will only increase each year.
Read on to know how digital marketing and social media, particularly, are redefining their role in establishing a brand.
Marketing Technology - A New Outlook
Marketing technology is shifting, gradually but significantly, from the age-old proven traditional ways of seminars, road shows and customer meets to more cost-effective and quicker digital mode. The boost is fueled by the massive and steadily growing smartphone-using population.
Advertisers have used this digital platform as their most powerful means of digital marketing. A huge database created by search engines and YouTube helped digital marketers to segregate genres and infuse advertisements based on personal interests. This was achieved by artificial intelligence generated in the system using similar keywords the customers used.
Digital Marketing and Social Media Marketing Building Brands
Digital marketing through social media and other online platforms has massively helped companies build their brand.
Brand visibility and reach
Many social media and other digital platforms are free-to-use, thus increasing the brand's visibility and reach. However, agencies must remember to choose the right platform to advertise their product based on their target audience.
Direct buyer-seller relationship
Brand awareness occurs instantly upon uploading a feed on social media. The purpose of grabbing more attention is fulfilled on part of the seller, and a prospective buyer gets an instant update on a new product or service.
Nowadays, social media and most seller websites have interactive chat options. The process is a two-way communication. Buyers can speak freely and get satisfactory seller responses. Understanding a customer's needs is prioritised, and brand loyalty is created. It also creates an opportunity for customer engagement.
Product or service re-orientation
Social media provides useful data to the advertiser. This feedback, good or bad, helps the seller to upgrade, optimise or even discontinue a product or a service. Thus, organisations may work towards their reputation management.
Digital marketing is more cost-effective than its traditional counterpart. The cost of physical marketing elements like banners, flex, transporting and handling charges are eliminated. A text message advertisement broadcast over a specific telecom carrier is a mode of cheap and effective digital marketing. Besides, blogs and posts on popular social media platforms are other inexpensive modes of social media marketing.
Alternatives for buyer
More and more buyers are shunning the physical market and adapting online marketing because of the plethora of choices for similar products within a range of prices to suit their pockets sans any physical exertion.
Social media has evolved into an omnipresent platform catering to all age groups at present. Based on the personal preferences of a customer, a digital marketing agency can choose the right product to showcase to a particular demographic. Posting offers and updates at appropriate times helps brands keep in touch with their prospective customer base.
Personal product marketing
Digital marketing is the best option for advertising those personal products, which cannot be advertised easily either through television or newsprints because of the perceived social off-limits. These advertisements reach the targeted audience based on the interests they have generated through search engines or YouTube.
Digital marketing helps to create a personal bond with clients through social media, which, in turn, helps to generate a community of users of the same product. The community becomes automatic brand advocates, and it gets promoted without additional costs incurred by the advertisers.
It is a matter of time before the traditional way of marketing gives way to its digital counterpart. With this compelling boost of the internet, job opportunities in digital marketing are also geared up to have robust growth.
The certification in digital marketing at Imarticus is an online and classroom course. The duration is 4.5 months. This course offers job-relevant skills along with a detailed study of emerging trends and tools.