A lot of digital advertising agencies have sprung up over the last few years, each purporting to be ready to lead you down the information superhighway toward financial success. But what is digital marketing, anyway? How can your brand benefit from digital marketing services? And how is your brand missing out if you’re not utilizing today’s technology?
Gone are the Mad Men days where advertising agencies were full of men in suits who sat behind desks dreaming up text-heavy print ads or devoting large budgets to radio spots. The Internet isn’t exactly a new development, but it changed and continues to change the way the world works. Advertising, just like everything, else, has been forced to adapt and find new opportunities. Digital marketing is the way we send marketing messages over the Internet.
Digital marketing is not more traditional forms of marketing, like TV or radio, unless those exist on the Web. Nor does it include billboards or print ads, since those can’t deliver instant feedback. It’s one thing to inspire people with a call to action, but it’s another to quickly know exactly how many people saw your ad, how many clicked on, and how many took further action. Many technologies are integrating TV and other traditional media with the Internet, but most of them the time the term “digital marketing services” excludes working with media that aren’t centered around the Internet.
A digital marketing agency doesn’t just use the Internet, either. Digital marketing is not just about posting Facebook statuses or sending out random tweets. It’s more about cutting through the cacophony of social media messages, finding unique ways to stand out in the increasingly busy environment of the digital age.
The Internet is an avenue for many types of communication, which makes it a perfect marketing medium. It can be used to “push” a message—as in outbound methods like email, chat, or RSS feed—or “pull”—as in inbound techniques like banner ads or pay-per-click, where the consumer seeks out or at least actively requests information or services. Digital marketing combines push and pull techniques to drive business through marketing campaigns.
Digital marketing harnesses new media: computers, smartphones, social networks, and everything that goes with them. Sometimes viral videos, posted on YouTube or other video-sharing sites, work to expand awareness of a brand. Some online games are actually carefully planned marketing tools, allowing consumers to have fun and share advertising messages without feeling inconvenienced. Millions of apps have been created to help customers interface with brands and businesses. And no discussion of digital marketing would be complete without mentioning the crucial aspect of social networking.
As mentioned above, digital marketing services involve quick feedback. It’s not hard to set up a reporting engine within a campaign to let you see how your campaign is doing. How often are your pages being viewed? How long? How many users are visiting your site for the first time? How many are repeat visitors? How many people clicked on your banner ads? Try getting that kind of information from print ads.
Finding the right digital marketing agency is the key for any brand that hopes to take advantage of the vast, compelling and often bewildering world of the Internet. No one knows what the future holds, but those at the forefront of digital marketing services will be ready to craft marketing solutions to meet the challenges and opportunities ahead.[divider_1px]