You have to admit that the Internet has become an integral part of most people’s lives today.
Can you imagine the last time you were completely off the Internet?
In fact, according tothe January 2021 Global Digital Market Report，more than 70 billion people use the Internet worldwide. Even now, even if it seems that everyone around you is accessing the Internet in different ways, the total number of people using the Internet worldwide is growing every day.
It can be said that the popularity of the Internet also means that it has revolutionized the way people live their lives. Our lives have become more convenient and we can solve most of our problems in terms of food, clothing, housing and transportation without leaving home. At the same time, in the process, the act of consumption no longer needs to be carried out offline, think of your own online shopping platform full of shopping carts and a variety of electronic bills on your cell phone, for us consumers, the purchase is just a click on the cell phone or other electronic devices can be connected to the Internet——
The transaction is complete, start enjoying your goods!
This convenience and efficiency have undoubtedly increased consumers’ reliance on the Internet. As you can imagine, for businesses, such a large population base of users equates to an exceptionally promising global market，supported by powerful digital technologies: the Internet, databases, digital media, search engines……
No one can give up this tempting piece of “cake”
Therefore, in the face of the new market environment, how to better use digital technology to achieve the ultimate goal of promoting product consumption, digital marketing as a marketing approach was born, and is rapidly becoming one of the most popular and important marketing tools.
So, what exactly is Digital Marketing？
Digital Marketing is a marketing method that uses the Internet, computer communication technology and digital media to achieve marketing purposes. Digital marketing is one of the most popular and important marketing methods that can effectively use computers and other related electronic network technology to provide data and analytical support to help companies recognize every small change in the market, understand consumer needs and develop markets in an efficient and cost-effective manner.
Features of Digital Marketing
As a marketing method that makes full use of various digital technologies, the characteristics of digital marketing, based on traditional marketing methods, reflect some extent the characteristics of digital technology：
- Integration and personalization
Digital marketing can achieve rapid response to consumer needs in the whole process of consumption, while using the Internet to ensure the unity and coordination of marketing activities; it can track and analyze the personal preferences of each customer or consumer through the support of a large amount of data and analytical tools, and make more targeted product recommendations to the target audience.
Digital marketing relies on the support of a large amount of data. On the one hand, the Internet provides a wealth of product information to facilitate the user’s search; on the other hand, while the consumer behavior occurs, a large amount of information is collected and uploaded, making the subsequent market analysis and market strategy development are more accurate and direct.
- Low cost and high efficiency
Digital marketing can publish information online and sell directly to consumers, shortening the distribution chain and widening the sales scope, thus ensuring marketing costs and enhancing product competitiveness; and due to the autonomy of users on the Internet and the interactivity of digital media, using data analysis technology, digital marketing is easier to attract target users, accurate audiences and higher marketing efficiency.
- Flexibility, multimedia and cross-temporal
Digital marketing is able to reach all target users worldwide on different media platforms, ignoring the influence of time and space. The types of products and marketing techniques can be adjusted according to the market environment and user needs, which makes it highly flexible and targeted, and facilitates the innovation of professionals.
Types of digital marketing
With the continuous development of the Internet, digital marketing techniques have evolved in line with the changes in relevant digital technologies and user needs. To date, more than ten types of marketing tools have been developed, of which only the most commonly used ones are introduced here：
Search Engine Optimization (SEO) is the use of search engine rules to improve the natural ranking of a website in search engines, increase the number of visitors to the website, improve the sales capacity and publicity of the website, and thus enhance the brand effect of the website.
- Content Marketing
In the Internet era, consumers are no longer passive recipients, but have the autonomy to be one of the marketing tools. Therefore, creating active content that attracts consumers’ attention and even encourages them to be part of the marketing campaign is one of the main tools of digital marketing.
Content marketing is essentially a way of thinking that guides how to do marketing, aiming to elicit emotional resonance and enhance brand awareness through content, which can take the form of images, text, video, etc. as carrier support. Content marketing requires companies to be able to produce and use internal and external value content to attract the active attention of a specific audience. That is, whether your content can bring its own appeal and make consumers come to you, rather than using pure media exposure.
- Social Media Marketing
Social media marketing is one of the most important and popular digital marketing tools nowadays. Through various social media platforms, the user volume and speed of information dissemination of social media are used to increase brand awareness, brand attention and traffic, which ultimately helps companies grow and achieve marketing objectives.
The market advantages of digital marketing
- Personalization is more in line with social development
Compared to traditional methods, digital marketing can reach a larger audience and target the potential customers who are most likely to buy your product or service. Personalization is increasingly valued in today’s society, whether it’s a word or an advertising campaign, there is personality to attract audiences, and enough consumers to achieve marketing objectives. The previous promotion and marketing model can also achieve the purpose of promotion, but due to the limitations of information and means of collection, it does not effectively reflect the audience’s individual needs. Digital marketing is different. It can provide personalized products according to customers’ preferences, and it can also track customers’ sales habits and hobbies to recommend relevant products,which is a humanized marketing model.
- Solve the problem of inefficient advertising and cost is not easy to control
Search engines such as Google, Baidu; e-commerce such as Taobao, Jingdong; social media such as Facebook, Weibo, have established their own advertising and effect monitoring platforms, although the effect monitoring is still at the stage of presenting basic data such as audience mapping, user jumping path, length of stay. Traditional advertising can only rely on the numbers obtained from research such as audience volume estimation and brand recognition before and after comparison tests to convince customers. In contrast, digital marketing is far better than traditional advertising in terms of management efficiency and cost control.
These four points are a brief introduction to Digital Marketing! In the face of the booming digital media market, digital marketing is an effective means to make good use of Internet technology, improve revenue and develop the scale of the enterprise.