Digital marketing has made it possible to break down geographical, ethnic, gender, linguistic, religious, etc. barriers, and reach consumers at any time, which was once just an illusion.
Identifying the needs, desires and opportunities of customers and striving to meet these expectations is the goal of marketing. With the change of lifestyle, with the advancement of technology in general, the need has arisen to design new marketing strategies.
Digital marketing, which is advancing very fast, has made it possible to reduce costs in the case of marketing activities, as well as to manage in real time the promotion of the product or service.
Digital marketing has made it possible to break down geographical, ethnic, gender, linguistic, religious, etc. barriers, and reach consumers at any time, which was once just an illusion.
Through digital marketing, publications can be stored and archived on a long-term basis in relevant channels, as well as market research and market segmentation can be done in order to promote or target specific markets.
Between different channels or platforms, offered by the internet and digital technology, it is possible to influence the preferences of consumers through various advertisements with certain content and with the possibility of monitoring the results, thus creating the target audience.
Direct communication with customers, even in real time, is now possible thanks to digital marketing. This communication also has an emotional impact and affects the creation of trust, as quality customer service is accessible.
Marketing is constantly changing, advancing everywhere at all levels. This can be seen by relying on information technology and aggressive competition actions from the data collected.
Now the eventual values and weaknesses of a company are more open, more transparent to the general public. People now through social networks talk, evaluate, search or even criticize about a certain product or service.
The dominance of digital marketing over the traditional one is almost achieved, and within two - three years it is predicted to surpass it.
What is digital marketing?
Marketing is the management of profitable relationships with customers. The dual purpose of marketing is to attract new customers, promising them superior value, and to retain and add existing customers, giving them satisfaction.
Digital marketing is the marketing of products or services that use digital technologies, mainly the Internet, but also include mobile phones, screen advertising and any other digital medium.
The first beginnings of digital marketing were from 1990 to 2000, but the most rapid advancement was after this period until today, after the advancement of digital devices in general, where the way of communication was also changed.
Nowadays consumers have changed their habits even in terms of digital devices, where most of the time they are online on social networks or using search engines to get the information they want.
Dissemination of information is usually done through multiple channels, such as Google , YouTube , Website , Facebook , Instagram , Linkedin , Twitter , Snapchat , Blogosphere , Pinterest and many other channels or platforms.
As a search engine Amazon leads significantly as the largest online store in the world. A study by the company Kenshoo shows that 72% of consumers visit the Amazon channel before deciding to make a purchase.
Lifestyle change and the advancement of digital technology has enabled the promotion of products or services to be done more efficiently and effectively.
Digital marketing channels
Digital marketing is done through multiple channels. The main objective is to find channels that result in better brand communication and better return on investment
- Marketing through facilitators
- Advertising through the show
- Marketing via email
- Demanding marketing
- Social media
- Social networking
Nowadays marketing division
Marketing nowadays is divided into two groups:
Traditional marketing , which includes Radio, TV, print media, billboards, leaflets, etc., which are more of a thing of the past. From all the businesses that have applied it is known that traditional marketing has high costs and the set goals are not measurable.
Traditional marketing has some limitations which are barriers for the consumer. Obstacle may be the time of appearance, publication (advertising), lack of direct communication between the provider of the product or service and the consumer.
Digital marketing is a term used to market certain products or services using digital technology, where we mainly use the internet to achieve these goals. Consumer participation is very evident in the success or failure of a particular digital marketing promotion.
In digital marketing it is easier to identify the desires, needs, expectations, opportunities of customers and then when we understand their mind, heart and soul, we try to meet those needs or desires. Market segmentation in digital marketing is easier and more accessible.
The effects of promotional campaigns on digital marketing last longer as the promotion remains continuously in the given channel, due to the optimization from the search sites etc.
The results of digital marketing promotional campaigns can be observed in real time and are measurable. Managing, controlling and changing the promotion is easier and more practical.
Interacting with visitors is possible to be done in real time and thus creates the necessary and useful trust.
The whole audience can be helpful in promoting a digital publication, but influencers who can be public figures who have a lot of followers on their accounts, who have public trust, can be the best advocate of product promotion or service.
Similarities and differences of social networks:
Google LLC is a US multinational technology company specializing in Internet-related services and products, which include online advertising technologies, search engines, cloud computing, software and hardware.
Google was founded in 1998 by Larry Page and Sergey Brin, while they were Ph.D. students at Stanford University, California.
YouTube is an American video-sharing site based in San Bruno, California. The service was created by three former PayPal employees - Chad Hurley - Steve Chen and Jawed Karim - in February 2005. Google bought the site in November 2006 for $ 1.65 billion; YouTube now operates as one of Google's affiliates.
A website is a website, a collection of related sites, including multimedia content, usually identified by a shared domain name and published on at least one web server.
A website may be accessible via a public protocol network (IP), such as the Internet, or a private local area network (LAN), referring to a consistent source location (URL) that identifies the site.
Facebook is an online social media and social networking service based in Menlo Park, California. The Facebook website was launched on February 4, 2004, by Mark Zuckerberg, along with Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, and Chris Hughes.
Instagram is a mobile, desktop, and web-based photo sharing application and service that allows users to share photos and videos publicly or privately with predefined followers. It was created by Kevin Systrom and Mike Krieger, and launched in October 2010 as a free mobile app for the iOS operating system. It is owned by Facebook.
LinkedIn (/lɪŋkt.ɪn/) is a social and employment-oriented service, which operates through websites and mobile applications. Founded on 28 December 2002 and launched on 5 May 2003, it is mainly used for professional networks, including employers posting jobs and jobseekers posting their CVs. Since 2015, most of the company's revenue came from the sale of information about its members to recruiters and sales professionals.
Twitter is an online news and social networking service where users post and interact with messages, known as "tweets". These messages were initially limited to 140 characters, but on November 7, 2017, the limit was doubled to 280 characters for all languages except Japanese, Korean, and Chinese. Registered users can post tweets, but those who are unregistered can only read them. Twitter, Inc. is based in San Francisco, California, United States and has more than 25 offices worldwide.
Snapchat is an image and multimedia application developed by Evan Spiegel, Bobby Murphy, and Reggie Brown, former Stanford University students, and developed by Snap Inc., originally Snapchat Inc.
The blogosphere consists of all the blogs and their links. The term implies that blogs exist together as a connected community (or as a collection of connected communities) or as a social networking service on which everyday authors can post their opinions.
Pinterest is a web and mobile application application that operates on a software system designed to detect information on the World Wide Web, primarily using images and, to a lesser extent, GIFs and videos. The site was founded by Ben Silbermann, Paul Sciarra and Evan Sharp.
Growing trend Digital Marketing:
It is very evident that the trend of increasing digital marketing presence is undisputed. The advancement of digital technology and the presence of the internet has enabled and contributed to the positive development of digital marketing.
According to the study of the Global Web Index, out of 7.90 billion inhabitants as the total population of the world, 4.95 billion inhabitants or 62% are internet users, who use online media for information.
These data let us know that digital marketing will dominate the traditional one within the next two to three years. Targeting customer category or market segmentation. In digital marketing there is the possibility to target specific markets, certain groups of consumers.
Targeting digital marketing has a tendency to be done mainly through social networks and especially through Facebook.
Targeting or classification can be done specifically by defining the criteria of geographical location (consumer's residence), gender, age, socio-cultural status, etc., as well as defining a certain period of time.
Targeting clients should be done in such a way that we somehow speak their language and they feel valued and become a publishing lawyer or best friend.
If the audience will not be satisfied with the product, service or idea promoted, then it may be your biggest enemy.
Digital marketing opportunities for ongoing communication
In case we want to do digital marketing, promotion of a certain product or service, the consumer in the comments section can give his assessment, request additional information, give remarks or suggestions.
This enables us to be in constant contact with customers in real time and receive feedback from them. Such information is valuable and useful for improving the quality of the product or service.
Continuous communication enables us to better understand what are the interests, requirements and expectations of customers and this affects the continuous improvement of the quality of the product or service. Interactive communication also enables the improvement of the image and the elimination of possible misunderstandings.
Based on the comments addressed by satisfied customers about the product or service, we can say that they are the best lawyer or promoter. They can spread the good news which adds even more credibility to the product or service.
Social networks are especially prominent with such a presence of product or service advocates. It is a psychological phenomenon that consumers are influenced in certain situations more by the opinions of others than by the one who publishes on that platform and is otherwise known as "social evidence".
It is important that every comment that comes from visitors when promoting a product or service is taken very seriously and politely. If the customer has given positive feedback, he should be thanked for the rating or at least like the comment.
If one of the customers has said that the product or service is good, then it helps a lot for others to accept it in good faith. If the visitor has asked any questions or requests additional information, then the answer is preferred to be in the shortest possible time interval.
Visitors will be pleased and appreciated if they see that their comments, opinions, concerns or questions are being addressed. This creates the first positive impression, creates the belief that the quality of the product or service is at the right level.
Digital marketing makes it possible to increase initial success in a "snowball" effect. To be successful, the publication must directly touch the minds, hearts and souls of the consumers.
The lack of presence in digital channels raises doubts among consumers, who will think that something is not working and is a negative signal for creating the first impression.
Digital marketing - paid and free promotion opportunities
When it comes to promoting a product or service on the official website, it is possible that in addition to the usual views from people who have liked the site, we also do paid sponsorship.
The displayed presentation that can be: photo , video , link , or written text or a combination of them can be viewed by many users of digital technology. The presentation will be shown to the specific group (audience) that we have previously targeted.
Investing in Facebook can bring good returns with measurable results.
The promotion can be done with payment at will, where we can set the monetary amount, as well as the duration of the promotion of the product or service.
Traditional marketing has many limitations, which are a barrier to customer access. As an obstacle may be the time of display of the ad inappropriate to its agenda, lack of direct contact with the seller or service provider.
Digital Marketing - Social Networks
The use of social networks nowadays has a massive spread both geographically and in terms of the number of users. The advancement of digital technology and especially the use of devices-smart phones has made communication break down geographical, linguistic, ethnic, religious, gender, class, etc. barriers.
On social networks, visitors interact with each other directly or indirectly, giving likes, comments, evaluations, remarks, suggestions, etc.
Digital marketing can be managed in real time based on performance.
In digital marketing there is a possibility that even if we have sponsored an official product, service or website, we can reduce the amount, increase it, stop sponsorship, change the targeting of consumers based on geographical location, age or gender.
The customer can always click on the official website where the particular product or service has been promoted, download the photo, video or text and request the same in the store, at the retail point or the relevant agency if we are dealing with any service.
It is important for the most successful management of Facebook to create a target audience by creating content that they will like with the types of posts: text, photos, videos, links. It is also important how often we post and create the desire for audience engagement.
There is an opportunity to find out what the audience was like by gender, age and location. In digital marketing it is possible to be informed about the result of the promotion of the product or service, exactly in real time according to the reports or statistics it offers, such as:
How many visitors have viewed the publication of the product or service, where the goal is to have as many traffic-visitors.
How many visitors liked it, where the goal would be for those likes to be converted into realized sales.
How many visitors have commented, giving their ratings, asking questions, tagging friends from the social network, etc.
How many visitors have distributed the post,
Which time period has turned out to be the most successful and the same to be viewed graphically.
What is the gender structure of the visitors who visited, liked the publication and how is that structure numerically.
What is the age they liked or watched the promotion.
What is the geographical extent of the visitors who have visited or liked the publication.
How much did the promotion cost up to those moments,
Method of payment , Visa *…. etc.
Graphically we can see the different results that will be of interest to evaluate the publication performance of the product or service.
Conclusions
Based on the research done on the Internet, from the daily use of digital marketing, we can freely say that the future belongs to digital marketing . The importance of using digital marketing is very high, the benefits are undeniable, the way of access and use is very practical.
The Internet in general has had a positive impact on the development of the image of businesses that have known how to use it. Various digital marketing activities on different platforms or channels make those businesses or those people who manage to do it popular.
Digital marketing enables you to build relationships with your target audience and help promote a particular product or service .
Digital marketing enables the improvement of search engine rankings especially social media.
It is also known that the use of the internet and social networks has sometimes had and will have interference (cyber attacks) by criminals (hackers).
Data can be intentionally misused by competition. False news can also be published in order to harm a business competitor or a political competitor. Systems can also be attacked by various viruses especially when no precautions are taken to protect against them.
The rapid advancement of digital technology has led to a rapid development of digital marketing with a tendency to find greater application within a few years than traditional marketing.
Digital marketing breaks down barriers and boundaries regional , state and beyond. A promotion of a product that can be made in Kosovo, can also be done for the market of neighboring countries (in Albanian lands) or another country anywhere in the world.
Digital marketing is a good opportunity to compile various surveys with customers in order to improve the quality of the idea, product, or service, which helps increase productivity.
To be able to do digital marketing, you first need to open social media accounts in order to gain basic knowledge and gain experience. By looking at different ads on social networks, analyzing their successes or their benefits, we can gain a useful experience to assess over time how to do marketing for a particular product or service. Especially social media are full of satisfied visitors who are also called "brand lawyers".
Posts on social networks must be authentic and your audience must be maximally respected.
Knowing the needs and desires of social media visitors, marketing should also focus on meeting them. Obtaining preliminary information from social networks can help in subsequent communication and in reaching agreements of interest to the product or service provider and the consumer.
With the opportunities offered by digital marketing to market segmentation focusing on communities of buyers with the same or similar specifications and requirements.
Regarding the storage of data and information that should be protected, care should be taken what should be published, as well as security measures to be at the highest possible level.
Do not publish things that may be business secrets or other data that should be stored only for internal needs because the competition may understand them, copy them or use them as evidence against you or your business.
Digital technology will be continuously advanced, therefore the development strategy of digital marketing must be in step with these developments.
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