Recently, one SEO-promotion was enough for a successful life on the global Internet. But times go by, and progress in the age of information technology does not stand still. Internet advertising is developing and gaining momentum, while all other (outdoor, print, etc.) advertising is already at its peak or even in decline. So all the same, digital - what is it?
Digital is the promotion of a brand by all currently possible information, electronic channels, such as television, the Internet, social networks, radio, and other media on the Internet.
Concept
Digital is a completely new marketing field that brings together the possibilities of all existing communication channels. The main emphasis is on the possibilities of new media. This term is replacing the already familiar Internet marketing, which is now understood more broadly. When answering a 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 complication of tools, with the advent of more and more people who want to use the Internet environment for promotion, its cost is also growing.
- High ability to track performance.
Effective digital marketing model
Dealing with the question "digital - what is it?", you need to understand that this is a certain model of promotion actions. It includes the following items.
1. Brand/product knowledge.
This channel is best used in the following cases:
- For a narrow target audience. Perhaps there will be cost-effective contextual advertising or integration with well-known, most visited portals of this audience.
- The profitability of digital is much higher with a young and advanced audience, in addition, it is also the second channel in terms of coverage of the target audience.
- In the event that it is impossible to carry out an advertising campaign through television.
- With a small budget.
2. Brand adoption.
Digital works best when:
- Brendait is necessary to convey information about yourself, to make the consumer inclined to buy.
- The brand is characterized by a deep emotional involvement of the consumer.
- Brands are easy to make understandable on the Internet, give them a quick "promotion".
- Brands (sale or purchase, provision of services) work only if there is a sample, a sampler.
3. Trial purchase.
If you introduce the brand to the audience through digital, then the sample must be tested on the spot, in the same way.
4. Rational benefits when buying through digital.
Retention of the customer through incentives, periodic price drops and constant incentive programs.
5. Loy alty.
In order for users to feel more emotional involvement than rational, it is necessary to study them deeper, develop a dialogue. And this is where 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;
- context and teaser advertising;
- advertising on banners;
- SMM and blogs;
- advertising in mobile apps;
- advertising in video content;
- viral ads.
Internet marketing has progressed into digital digital marketing. Today it is a more complex and precise name.
The company needsdigital 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 are being viewed.
- Every year, digital TV is gradually replacing terrestrial and connected to Internet applications, which allows users to link their accounts with smart applications on electronic devices and simplifies the use of TV, as a result of which its popularity is falling.
- Electronic advertising (POS-terminals, LED-screens, running lines) is gradually replacing outdoor advertising familiar to our eyes with its banners and light boxes. This allows you to attract the attention of consumers with greater force, not only during the day, but also at night. Stimulates to buy, motivates.
- Special applications on smartphones allow you to not only watch the events in real time, but also take an active part in them.
- Even the arts have been shaken by digital marketing. The use of various drawing apps, musical instruments, etc. has made a huge step forward in the art industry.
Digital agency - what is it?
Compared to the regular media agencies that host your ads, digital agencies provide a completely different range of more efficient services at the moment:
- Creation, maintenance and promotion of websites, design.
- Developing a development strategycompany, its information environment.
- Work in online communities, groups, blogs, social networks, forums and special platforms.
- Organization of event events, competitions, presentations in conjunction with online promotion.
- Passion and further transfer of the consumer from online to offline sphere.
The main difference between a digital agency and an ordinary advertising agency is the work in small independent teams with freelancers and the lack of offline activity. The main tool of a digital agency is social media monitoring systems.
Prove the effectiveness of investing in digital in a huge number of ways: from your resume and thank you letters and awards to quality measurements and reports.
It's common these days to build customer service with more complex media reports than dry stats.
Active maintenance of sites, blogs, social networks, participation in blogs, the presence of unique articles is 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 applicationspush the company to use digital strategies. It is necessary to keep up with the times, quickly respond to all events. But even this is not the most important thing, the main thing is the forecast, the ability to look at the situation coldly, to imagine it in the future.
Digital advertising defies most of the laws of offline marketing, so when considering a digital partner, first look at their online merits. To control a digital promotion contractor, you need to get at least a minimum set of knowledge about the possibilities of the Internet. Today it is not a problem to take digital courses on the Internet that teach the basic concepts and methods.
