Thursday 22nd April 2021
The paradigm shift of traditional marketing to Digital Marketing.
There’s never been a better time to be in advertising, and there’s never been a worse time.” Digital Marketing is that important part of marketing and commerce that occupies all the online-based promotions and publicity and helps you reach a large number of audiences. People may not recognize you but will definitely know your e-commerce if the business exists on social media platforms and channels. Earlier it wasn’t easy to promote a product, door to door sales were a very big challenge for a business, but digital marketing is a boom to your business as it will make your promotions so loud, that it reaches almost every corner of society. With Digital Media, the services and products not only reach your door but also at your house in proper places where these services and products are actually required. Moreover, with COVID-19, the brands will start transferring their business promotions and advertisements towards digital marketing. Online marketing is not only about giving data about a brand but making people aware and feel about that brand. Recent
trends reveal that businesses and digital marketers are majorly focusing on brand awareness and advertisements.
Digital marketing campaigns have become famous and a common tool used with employing multiple combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, content management, campaigning, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, email direct marketing, display advertising, e-books, etc at same platforms.
In 2021, digital marketing is the way to traditional marketing’s process. It’s not that traditional marketing is not a good means of convincing or doesn’t help you to connect with people but digital marketing is done in such a way that interest is developed in an individual’s mind. Sooner or later consumers will stop reading newspapers and magazines because they will learn everything online from 6 inches box i.e your mobile phone.
To reach a wider and target audience, Guinness recently introduced their digital marketing horizons by creating video content specifically for Facebook and Instagram. Rather than just recreating their TV commercials, they directed their campaigns as first social media videos by composing the shots and scenes specifically with both Facebook and Instagram. The videos were specifically focused on the target audience.
We are in the midst of a once-in-a-decade transformation in the technology platform and channels. The government has adapted to this change and has started new initiatives such as Digital India Drive and many more for the same. Almost all the sectors & industries from freshly launched start-ups to traditional heritage brands across sectors (FMCGs to Banks to Real Estate) are pushing themselves up to develop a virtual presence for themselves in the online era. Investors are using their money like there is no tomorrow to create the online industry stand on its foot. The brands are now showing the door to the paradigm shift and changing environment.
- Environment has transformed
India ranks 3rd in Internet users worldwide and has occupied 76% in rural and only 7% in the urban arena. The world & India visualize the internet to be the biggest market for advertisement and promotional events.
- Consumer behavior has changed
All social tech giants believe India is a great opportunity to catch hold of; they are leaving no stone unturned and no effort waste to penetrate the core of India. According to facts and researches, on average 50% of the best 3 social media websites are dominated or held by India.
- The digital growth at the speed of the blink of light
Digital growth is brisk and very fast among any old or traditional adopters. Researchers claim that there is an up-gradation of 44% of internet users in a year. You will not be shocked enough when you will look at every second person walking around with a smartphone.
So, when the world is shifting towards digital evolution and transformation, it’s an alarming and eye-opening situation for those brands who are still aloof and assuming it to be a passing phase.
Well, the world predicts that digitalization will take away the traditional ways and methods of marketing and so the latter will fade off. To be honest this is not the fact actually.
All the businesses in town will require to keep a mix of online and offline marketing to keep their brands up in their career ladder, traditional methods will not die or wipe away because offline methods like print media, public relations activities, and events are never fading anytime anyways. It will basically act as an extension or hand to digital marketing. Most of the brands have already started developing and creating campaigns based on a mixture of both sources. So, let’s understand some actual life scenarios and situations to understand the procedure.
Leading brands like, HUL, HDFC life, Axis & more brands are making out a campaign with a mixture of print & digital sources. They are rolling out the campaign and advertisements through newspapers, hoarding, TV commercials, etc to reach the target audience.
Potential customers who really appreciate the ads generally go online to search or increase the ad is registered in their heads, on noticing the similar and familiar ads online they will be tempted to click on it.
Last but not least they will reach or target the landing page, now either the consumers will buy or leave in the middle of the way. Analytics will capture and track their IP address and a lot of other information and data to again catch them and complete the sales of their products or services.
Hence, because of the flow, one can evaluate the cost, predict the sales and do a lot of strategy and planning which did not happen initially in traditional or old methods. No wonder businesses are betting big time over this. Let us take an example of a new ad of HDFC life “Memories for Life” followed a procedure of
advertising extension from traditional or old to digital. The main nor lies in the procedure where the potential customer is drawn with the technique and finally is attracted to click on the ad.
Therefore, brands prefer managers having experience and knowledge in developing a campaign prevailing from offline to online. Their creativity and innovation in aligning the procedure describe a digital marketing person from a traditional one. Brands can also make a consumer convert and change via an offline technique but there is a lot at danger and risk as the costing is way too much with an uncertainty of ROI. The audience is tough to focus on from the clutter. Digitalizing the campaign will just make the process simpler and easier to reach the correct potential audience.
However, impactful and efficient traditional or old marketing techniques will always stay important but what we cannot forget is that we are well and truly surviving in the internet age. Ultimately both ways of marketing procedures have their advantages and downfalls, but the key is understanding and analyzing your specific marketing requirements, considering your budget, and analyzing your target and potential audience.
So, we can conclude that traditional marketing strategies and techniques may fade but will not die, rather they will become an extension to digital marketing. Both digital and traditional marketing can be beneficial for you, as long as you know what your target audience and potential customers want and demand.
