Digital Marketing – A New Innovation in Reaching Consumers Effectively

Digital marketing is about disseminating information through two-way interaction between companies and consumers. It uses the new electronic media to reach consumers instead of traditional media like newspapers or network television.

New media mainly includes online platforms on the World Wide Web such as micro-sites, social networking sites, portals and forums. It also includes various other spin-offs like mobile apps, electronic bulletins, web-based TV, E-book readers and portable devices. However, the implications of digital marketing are much more.

Large companies have operations the world over, making it difficult for local governments to monitor their various activities. Consumer groups and NGOs have stepped in where governments have been ineffective by monitoring and reporting compliance or non-compliance of a business to local laws, to tribes of consumers and their governments. Digital marketing has come about due to the global nature of the internet. Many companies use it to dispel mistrust and operate in plain sight by making their plans and activities transparent in the communities they are in.

Digital marketing has also gained precedence over traditional marketing due to the inherent bias in "Push" strategy of marketing communications. In this model, a firm "feeds" information to its customers that directly benefits it, negating all others. Now smart marketers have replaced this model with the "Pull" method, firmly, passing on control to consumers. Consumers can now access content when they like, about what they like and offer feedback instantaneously. Clicking videos on You Tube or ads on Facebook are some examples.

The consumer benefits of digital marketing are immense. The individual is no longer a pawn being overwhelmed with 3000 advertising messages a day or 3.3 million impressions a year. This is sheer content which the human mind cannot even process leave alone being able to comprehend and retain. The new "Pull" model offers a more respectful model where the consumer is truly King. The individual can connect with a brand in a place or setting of his choosing; at a convenient time; seek information and share experiences, good or bad, freely with like-minded others.

At the same time, it benefits marketers too. The power of online forums have prompted thousands of companies to set-up their own unregulated, unfiltered forums where consumers can openly discuss their views about the company. Forums on eBay, Amazon, Microsoft, Best Buy, HP and Dell's websites are cases in point. Insights gleaned from these forums have helped marketers to offer better products or services without extensively conducting market research, thus, effectively cutting down on expenses and time to get to markets.

Another benefit is the sheer cost savings of media use. For pennies on the dollar, marketers can now advertise on social sites like MySpace, Facebook, Diig and others. Add to that, viral videos and online blogs promote a message far quickly, cheaply and effectively than regular media. The effectiveness of digital marketing is disproportionately higher than what is spent on doing it.

For the last decade, digital marketing has continued to grow at the expense of existing media. This trend is predicted to become the norm as more and more consumers use their computers to access content, both for entertainment and information. To understand the importance of digital marketing, ask yourself what would upset you more today – that your TV broke down or your computer?

Source by Ali Khasami