A component of marketing, digital marketing makes use of the internet and various online based digital technologies such as computers, mobile phones and other digital media platforms for the promotion of products and services of the brands and companies representing the brands. The development of Digital marketing has completely changed the scenario of using the technology for marketing by the brands and businesses. As more and more people have started using the digital platforms in everyday life, digital marketing campaigns have become prevalent in the market by making the use of search engine optimization (SEO), search engine marketing (SEM), content marketing as well as influencer marketing, automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, email marketing, display advertising, e–books, and optical disks and games. It is to be noted that the development of digital marketing is inseparable from technology development, and the rise of digital marketing has given a platform to the businesses and brand to reach out to the customers more closely.
Advantages of Digital Marketing
The advantages of digital marketing are numerous among which a few are mentioned below.
1. Brand Development
A business is not just about the name and products of the company, rather it is the voice and the message of the brand, which is needed to be established in the market so that not only the brand receives a wider reach but also people look upon the brand as a trusted name. The main advantage of digital marketing is to build the brand through direct campaigns and personalized content with the perspective of bringing the customers much closer and make them experience the unique proposition and value of the brand.
Digital marketing campaigns impart the leverage of personalisation. The indispensable advantage of digital marketing is its ability to find the target audience, interact with the prospects and to know exactly what they are looking for. Knowing the audience and interacting with them is very essential to create brand loyalty and reputation.
Digital marketing gives the platform to the businesses for one to one marketing or individual marketing will help the brand leverage among the competition by designing the contents or advertising that gives a feeling to the customers that the brand is addressing their individual needs. The brand is thoughtful towards the customers, hence a sense of positivity is infused among the customers for the brand.
3. Wider Reach
Digital marketing helps expand the presence of the brand and creates a platform to reach a vast number of customers. The brand becomes global as digital marketing provides the platform to the brand for global display, therefore allowing even the newcomers and start-up brands to have an equal footing with big and established enterprises dominating the traditional market.
The advantage of digital marketing is that it makes the brand accessible to the customer as there is always a chance that the existing customers may want to leave reviews for a good store experience and place a recommendation for their friends as well. Thus, digital marketing provides the platform to the customers to pen down their reviews. Simultaneously, the prospect clients may also want to know the store location, services being offered, store hours, availability and basically what the brand specializes in.
5. Greater Engagement
The use of digital marketing is advantageous as it allows the brand to get hold of the customer’s attention till the time the brand has been successful in creating the brand loyalty and developed a credible reputation. Survival of the brand becomes easy when the brand is recognised by more people and this can be achieved through digital marketing with a regular blog post, relevant and real time social media contents, use of customer engaging posts like polls, event promotions and promotional offers.
6. Lower Cost
The cost-efficient nature of digital marketing is immensely advantageous for the businesses. Spending on digital marketing in comparison to traditional marketing campaigns is very less. The digital marketing methodology is easier than the difficult approach of traditional marketing, especially for small businesses as they come with a limited budget for advertisement.
Disadvantages of Digital Marketing
With advantages come a few disadvantages of digital marketing.
1. High competition
The digital marketing campaign should be well thought of, should stand out, grab attention and create impact on the target audience since the competition has grown many folds in the recent past. Any monotonous approach or repeated method will drive the brand out of the competition in no time. Digital marketing campaigns have become very competitive, thus brands have to be relevant to the needs of the customers and be quick in responding.
2. Dependability on Technology
Digital marketing is purely based on technology and the internet is prone to errors. There are times when the links may not work, landing pages may not load, and page buttons just don’t simply do its job. This leads the prospective customers to switch to other brands. Therefore, to avoid this, a test of the website is necessary, also proofreading the contents and making sure that the campaigns will work on its targeted niche becomes important.
3. Time Consuming
One of the biggest disadvantages of digital marketing campaigns is its time consuming nature. Unorganized tactics and strategies may consume a lot of time and often it becomes difficult to devote the desirable time to the campaign. This will eventually lead to negative results. Therefore, it has been suggested to focus on a strategy that the company needs the most then accordingly plan and curate the content. Digital marketing tools like HubSpot, Ahrefs and social media posting, and scheduling tools like Hootsuite and Tweetdeck should be used to overcome the potential barriers.
4. Security and Privacy Issues
Security is the primary requirement for any brand, hence website protection is something to be executed seriously as a digital marketer. Securing the network and safeguarding the network connections by using firewalls and encryption tools like VPN is always suggested. The basic approach of having a good antivirus is most desirable. The legal considerations in obtaining customer data for using in digital marketing strategies must be done with all required formalities. Protecting the customer data should be the top priority as it may be compromised during data breaches.
The main advantages and disadvantages of digital marketing will work out only if market research is not compromised by finding the best platform, creating the right content, taking note of its pros and cons, learning the perfect timing, and pushing up the brand. Marketing, be it traditional or digital, is all about connecting to people at the right time in the right place.