Digital marketing is considered similar to any other industry where it continues to grow with the advent of newer technologies. Before introducing digital marketing practices, businesses were solely reliant on offline promotional mediums (such as Television/radio adverts, billboards, direct mail, newspapers, postcards, brochures, phone calls, catalogs, or other print materials). Digital marketing has facilitated better reach relative to the traditional marketing tools. Because the traditional channels of promotion have only been effective for targeting local customers. However, for a global reach, there is no viable alternative to digital marketing platforms. These channels when compared to other conventional counterparts tend to be more cost-effective. Digital marketing is executed by the way of tweets, videos, podcasts, emails, blog content, PPC (pay-per-click) advertising, etc. However, it is not easy to market to the younger customer segments in todayâ€™s time as it requires more of convincing and persuasion to get their commitment to buy. On the other hand, digital marketing campaigns help to reach the customers and sell to these segments over the long run. Thus, digital marketing tools have provided many effective ways to connect with audiences and foster relationships.
Introduction of Search Enginesâ€“ World Wide Web was introduced in 1991 but did not influence until the popular browser, Netscape, came into play in 1994. More and more people began using the web and search engines (such as Google) introduced between the 1990s and 2000s. The working mechanism of search engines is based on crawling webpages and storing them for future retrieval based on keyword search. It has led to the growth of SEM (Search Engine Marketing), the practice through which websites are promoted by increasing the web traffic through the practices called as SEO (Search Engine Optimization) and paid advertisement.
Social Media Hype â€“ Social media channels such as Twitter, Facebook, Instagram, and YouTube have made it possible to disseminate information and develop connections with the audiences. It has allowed businesses to attain global reach. The brands can now utilize targeted paid adverts for general or specific segments and collaborate with influencers who can advertise the business offerings to the followers.
Mobile-First Promotion â€“ Google AMPâ€™s (Accelerated Mobile Pages) project has made it essential to ensure SEO optimization for mobile sites. The initiativeâ€™s objective is to improve the loading time of pages on devices such as tablets, smartphones, etc. It also emphasizes other factors such as User Experience (UX). The increasing use of mobiles and the AMP initiative ensure marketing campaigns are accessible on larger devices. And can be viewed without any difficulty on smaller screens too.
Consumer Information and Targeted Campaigns â€“ Another notable milestone in digital marketing history is the reliance on information for developing targeted promotional campaigns. For example, CRM (Customer Relationship Management) is a business process that helps brands to establish long-term customer connections through data-driven marketing tactics. CRM tools derive easy predictions about customer buying tendencies, defining target audiences, and enhancing overall customer gratification. Deriving predictions about customer attitudes, preferences, etc., is particularly important because marketing strategies keep evolving due to technological and other parameters. Thus, CRM tools help in identifying any changes in customer habits. It also creates effective business models for accurately evaluating marketing productivity.
Voice-Based Search and Interactive Content â€“ One of the major objectives of a brand is increasing customer engagement by developing a sense of loyalty and community. Such a cause has created high quality content and interaction such as exciting social media competitions, games, attractive apps, and more. This initiative helps attract audiences and provides a means to sustain attention in the long run.
On the other hand, with the advent of technology voice search is becoming one of the most trending marketing practices nowadays and is a novel way to execute searches for business promotion. It also garners more website traffic, as its results usually have high possibilities of being extremely relevant at the first attempt
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