Demystifying digital marketing | Rise of Kashmir


posted on March 12, 2022 | Author TEACHER. SAKHI CHHABRA

Digital has taken the world by storm, turning the world of traditional marketing upside down. Driven by cheaper mobile handsets and the spread of wireless data networks, the number of internet users in India is steadily increasing. The highlight is that digital marketing, unlike traditional marketing, is much more manageable, allowing marketers to determine what works for them and what may not. Marketers’ ability to collect, monitor, and measure more and more data points helps them better understand their customers. Much attention has been paid to the tremendous opportunities that digital marketing (DM) presents, but the misunderstandings associated with DM have been little discussed. Digital is much more complex and difficult than it seems compared to traditional media. Thus, it is essential to demystify certain received ideas related to digital marketing.

At first glance, it may seem that the digital medium is cheaper than the traditional medium because it is free to create pages and register on these mediums. However, if a marketer has to drive the traffic and make a phenomenon go viral or reach a targeted demographic, he has to spend a huge amount of money. The digital medium may seem profitable from the outside because it offers the multiplier effect. However, there is no guarantee of success as viral moves due to hashtags explode and boil down at a somewhat similar speed, not supporting the phenomenon.

Another idea that needs to be debunked is that digital marketing is about social media (SM). Digital Marketing (DM) is an entire discipline and a broader term that encompasses many concepts ranging from social media to search engine optimization to website and mobile marketing management. SM provides various platforms that connect people. Creating a page on Facebook or Instagram does not mean digital marketing. The DM manager faces a lot more responsibilities than just generating traffic and leads. It is crucial for a Digital Marketing Manager to ensure traffic conversion rather than just development. In the case of digital media, it’s not about reach; it’s more a question of commitment.

Right now, marketers are facing passive consumption issues as millennials use cellphones while watching TV. However, SM is no less difficult. With the proliferation of channels ranging from Facebook, Instagram, Snapchat, Tik-Tok, Twitter, Pinterest, it is difficult for marketers to make a wise choice of media vehicle to reach the right audience. Thus, coverage of the right target audience is also an issue in both media.

Another idea to demystify is that digital platforms offer more control because it is owned media compared to traditional media, which is paid. DM involves user-generated content, and once the message is out, the marketer can’t back down or even keep an eye on the audience’s reaction. It’s a two-way platform where customers voice their opinions, and brands might receive more negative publicity than expected positive publicity. The ideas and emotions of brands get lost in the noise created by others. Digital media carry much more risk than traditional media.

With the exponential growth of technology and the transformation of business operations, digitalization adds another layer of challenge for leaders at all levels in every industry. CEOs feel the burden of adjusting organizational designs and implementing actionable metrics to measure this growth. With more and more connected devices, privacy and security have become key considerations for managers. The article is an effort to highlight some thoughts on digital marketing misunderstandings related to cost, reach, and control.

(The author is Adjunct Professor, Indian Institute of Management, Sambalpur. She holds a Masters in Marketing from Manchester Business School, UK and a Bachelor of Commerce from Shri Ram College of Commerce, University of Delhi.She is UGC-NET qualified and has reached 5th all India)


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