More recently, for successful life in the global Internet, one SEO-promotion was enough. But times are passing, and progress in the age of information technology does not stand still. Internet advertising is developing and gaining momentum, while the rest (outdoor, print, etc.) advertising is already at the peak of development or even declined. So, digital - what is it?
Digital is a brand promotion with all currently available informational, electronic channels, such as television, the Internet, social networks, radio, and other media on the Internet.
The concept
Digital is a completely new marketing field that brings together the capabilities of all existing communication channels. The main emphasis is on the capabilities of new media. This term replaces the familiar Internet marketing, which is now understood more broadly. When answering the question "digital - what is it?" it should be remembered that this is a complex effect on the consumer.
Benefits
Digital marketing has several undeniable advantages, these are:
- Targeting The Internet allows you to differentiate the user by many parameters, this makes the advertising impact more accurate.
- Price. In general, digital is still cheaper than the usual media advertising, although with the sophistication of tools, with the advent of an increasing number of people who want to use the Internet environment to promote it, its cost is also growing.
- High ability to track impact performance.
Effective Digital Marketing Model
Understanding the question “digital - what is it?”, You need to understand that this is a certain model of action for promotion. It includes the following elements.
1. Knowledge of the brand / product.
This channel is best used in the following cases:
- For a narrow target audience. Perhaps there will be a profitable contextual advertising or integration with the well-known, most visited portals of this audience.
- Digital profitability is much higher with a young and advanced audience, in addition it is also the second channel in terms of reach of the target audience.
- In the event that it is impossible to conduct an advertising campaign through television.
- With a small budget.
2. Brand acceptance.
Digital works best when:
- The brand needs to convey information about itself, to make sure that the consumer is inclined to buy.
- The brand is characterized by deep emotional involvement of the consumer.
- Brands are easy to make clear on the Internet, give them a quick "promotion."
- Brands (sale or purchase, provision of services) work only subject to the availability of a sample, probe.
3. Trial purchase.
If you introduce the brand to the audience through digital, then the sample must be sampled locally, in the same way.
4. Rational benefits when buying through digital.
Retention of the buyer due to rewards, periodic price downturns and constant motivating programs.
5. Loyalty.
In order for users to feel more emotional involvement than rational, it is necessary to study them more deeply and develop a dialogue. And in this, digital is strong like no other.
Features
Digital marketing is the promotion of a product to the masses through digital channels. To understand digital - what it is, we list the most popular digital promotion channels:
- search engines;
- contextual and teaser advertising;
- advertising on banners;
- SMM and blogs;
- Advertising in mobile applications;
- video content advertising;
- viral advertising.
Internet marketing has progressed into digital digital marketing. Today it is a more comprehensive and accurate name.
The company needs digital marketing for the following reasons:
- SMS and MMS messages are losing their popularity, but mobile devices, on the contrary, are gaining it.
- Currently, the dynamics of the transition of the Internet to local networks is being watched.
- Every year, digital TV is gradually replacing broadcasting and connecting to Internet applications, which allows users to associate their accounts with smart applications on electronic devices and simplifies the use of TV, as a result of which its popularity is declining.
- Electronic advertising (POS terminals, LED screens, creeping lines) is gradually replacing the outdoor advertising familiar to our eye with its banners and light boxes. This allows you to attract the attention of consumers with greater strength not only in the daytime, but also at night. Stimulates the purchase, motivates.
- Special applications on smartphones allow in real time not only to monitor events, but also to take an active part in them.
- Even forms of art have faltered under the influence of digital marketing. The use of various drawing applications, musical instruments, etc., made it possible to take a huge step in the art industry.
Digital agency - what is it?
In comparison with the usual media agencies involved in the placement of your advertising, digital agencies provide a completely different range of more effective services at the moment:
- Creation, maintenance and promotion of sites, design.
- Development of a development strategy for the company, its information environment.
- Work in online communities, groups, blogs, social networks, forums and special platforms.
- Organization of event events, contests, presentations in conjunction with online promotion.
- Passion and further transfer of consumers from online to offline.
The main thing that a digital agency differs from a regular advertising agency is its work in small independent teams with non-staff employees and the lack of offline activity. The main tools of the digital agency are social media monitoring systems.
You can prove the effectiveness of investing in digital in a huge number of ways: from your resume and letters of thanks and awards to high-quality measurements and reports.
The usual thing today is to create a client service with more complex media reports than dry statistics.
Active maintenance of sites, blogs, social networks, participation in blogs, the presence of unique articles are welcome. If the content of all of the above is not updated, then most likely these agencies have no future.
The most popular digital agencies are ADV, R / GA, Promo Interactiv, Gray New York, Pirogov Bureau, Zebra, Razorfish, DesignDepo, Viral Factory, Mr. Youth / RepNation.
Digital Advertising: Key Differences
The rapid development of the global Internet and its services, as well as the emergence of new gadgets and many applications push the company to use digital strategies. It is necessary to keep up to date, quickly respond to all events. But even this is not the most important, the main thing is the forecast, the ability to look at the situation coldly, to present it in the future.
Digital advertising is not amenable to most of the laws of offline marketing, and therefore, when thinking about a digital partner, first of all take a look at his online merits. To control a digital promotion artist, you need to get at least a minimal set of knowledge about the possibilities of the Internet. Today it is not a problem to take digital courses on the Internet that teach basic concepts and methods.