Digital marketing disassembled part #2
– Back to basics

Jul 9, 2021

There are many moving parts to the ever-changing digital marketing world, but how do they apply to your business?
Marketing is the action of promoting and selling products and services; It’s part art and part science.

Digital marketing is the umbrella term to describe all the activities that can help businesses promote their brand and grow their revenue using the internet.

There are a lot of activities and specializations when it comes to this ever-expanding field. Let’s discover the entire process of E-commerce from a complete beginner’s perspective.

First, let’s compare the basics of Traditional commerce and E-commerce.

The old way
Traditional Brick and mortar stores have a fixed location. Whether it’s a local business or a multinational corporation, they all existed somewhere geographically. It could be the mom-and-pop store in your hometown, or it could be the megastore found in every major population centre.

Physical stores relied on people coming to buy goods or consume services in person.

They relied on foot traffic.

Now how did they get this foot traffic? People could be walking or driving by and pop in.

Or they could be loyal customers who keep coming back for the things they need, like going to a particular supermarket or big box store.

Malls were an excellent opportunity for smaller retailers to get foot traffic from people visiting the mall in general or from the popular anchor stores in the mall (stores that sell everything like Wal-Mart or target, for examples)

Word of mouth could also drive people to your store. Happy customers could be the best way to get new customers.

If businesses wanted more foot traffic and or awareness, they could always advertise.

Advertising is paying a media source for space to promote a product, service, or cause.

Traditional advertising like billboards, radio and tv ads, flyers in the mail are all things we know. Traditional Advertising has been spreading awareness and encouraging customer action since about the 1600s when newspapers used the money to offset printing costs. Advertising as we know it today has had its day since about the 1850s.

Traditional marketing still has its benefits, but there are a few challenges that have been difficult to overcome
Hard to measure
The options for measuring advertising performance are not very exact. You can guess how many people saw your billboard, but to precisely measure the amount of people, the type of people or what they thought about it is far from accurate.
Hard to target
Putting an advertisement in a publication or on a tv channel cannot guarantee that it reaches the intended audience. The money invested could be wasted if the ad reaches someone you are not targeting.

Permanent

Once your advertisements gets printed or produced, it’s out there. Changing a newspaper after it is printed isn’t possible. So, if there is a mistake or an ad didn’t work, the money spent is gone.
But since the early 2000’s with the internet being more accessible to the masses, E-commerce and digital marketing have ramped up. This innovation gives us a radically new way to connect with consumers. You will still find many principles still apply but in different ways.
Traditional marketing still has its benefits, but there are a few challenges that have been difficult to overcome
Hard to measure
The options for measuring advertising performance are not very exact. You can guess how many people saw your billboard, but to precisely measure the amount of people, the type of people or what they thought about it is far from accurate.
Hard to target
Putting an advertisement in a publication or on a tv channel cannot guarantee that it reaches the intended audience. The money invested could be wasted if the ad reaches someone you are not targeting.

Permanent

Once your advertisements gets printed or produced, it’s out there. Changing a newspaper after it is printed isn’t possible. So, if there is a mistake or an ad didn’t work, the money spent is gone.
But since the early 2000’s with the internet being more accessible to the masses, E-commerce and digital marketing have ramped up. This innovation gives us a radically new way to connect with consumers. You will still find many principles still apply but in different ways.

The new way

The internet allows us to do things much more dynamic way.

No longer do we have to rely on people visiting our store location. Now customers can visit our website, from anywhere in the world.

Your website is now your store.

Traffic has changed too. Instead of foot traffic we now must rely on digital traffic. Unlike foot traffic, digital traffic is harder to come by than people just passing by. The internet is not exactly a shopping mall or high street we walk down.

If anyone is to find out about your website, they must be aware that you exist. Luckily marketing and advertising have evolved too. The digital version of marketing has so many benefits over traditional marketing.

Marketing and advertising online is
Highly measurable
There is a plentiful amount of rich data being collected online, and this makes it possible to see precisely how well your marketing efforts are performing. You can see who your efforts are reaching exactly, how much traffic they generated and even how many sales came as a result.
Highly targeted
With digital ads, you can have them shown to specific audiences. You can choose the age, gender, lifestyle, interests of people you want them to be shown to. There are many options for targeting. This makes digital advertising super-efficient and makes sure your ad spend is put to the best possible use.
Engaging
Your audience can interact with your ads and be part of your promotional tactics. They are no longer just watching, they are a part of it, and this allows them to create a stronger bond with your brand. Online audiences can share your message with friends. They can leave comments (which can be beneficial feedback, whether it’s positive or critical).

Easily changed and updated

You can change your ad anytime or stop them entirely. If you see from the data that your ad isn’t performing well, you can change it. Alternatively, you can spend more money on the ads that are performing well. Along with the ability to measure performance, the ability to make quick and easy changes makes digital advertising very powerful.
When it comes to advertising, the fundamentals are the same.
You want to put your message where people are paying attention.

 

In the days past, our attention was grabbed by newspapers and magazine, then radio and TV. They all still have our attention. But now, the internet has captured the attention of 4.66 billion people (almost 60% of the world). Social media alone has 4.20 billion users worldwide. The average time spent on social media is 2 hours and 25 minutes per day. In perspective, only 1.7 billion households have television.

The fundamentals of business are the same also. Make a profit and keep growing. With the internet as a tool, you can sell your products and services online and market them with pinpoint accuracy.

The key to growing revenue online is to use digital marketing tools to drive traffic into your online store and convert them into paying customers. There is a multitude of techniques to do this.

In part 2, we will look at our digital marketing toolbox.

You want to put your message where people are paying attention.

 

In the days past, our attention was grabbed by newspapers and magazine, then radio and TV. They all still have our attention. But now, the internet has captured the attention of 4.66 billion people (almost 60% of the world). Social media alone has 4.20 billion users worldwide. The average time spent on social media is 2 hours and 25 minutes per day. In perspective, only 1.7 billion households have television.

The fundamentals of business are the same also. Make a profit and keep growing. With the internet as a tool, you can sell your products and services online and market them with pinpoint accuracy.

The key to growing revenue online is to use digital marketing tools to drive traffic into your online store and convert them into paying customers. There is a multitude of techniques to do this.

In part 2, we will look at our digital marketing toolbox.

You want to put your message where people are paying attention.

 

In the days past, our attention was grabbed by newspapers and magazine, then radio and TV. They all still have our attention. But now, the internet has captured the attention of 4.66 billion people (almost 60% of the world). Social media alone has 4.20 billion users worldwide. The average time spent on social media is 2 hours and 25 minutes per day. In perspective, only 1.7 billion households have television.

The fundamentals of business are the same also. Make a profit and keep growing. With the internet as a tool, you can sell your products and services online and market them with pinpoint accuracy.

The key to growing revenue online is to use digital marketing tools to drive traffic into your online store and convert them into paying customers. There is a multitude of techniques to do this.

In part 2, we will look at our digital marketing toolbox.