The Digital natives are invading the planet. These are the people who are growing with internet connected devices in their hands. From booking tickets for almost anything to look up meanings of words to finding the best shopping deals to getting entertained on social media and consuming all kinds of news, they are “kind” of addicted to their internet devices like never before. The ubiquity of affordable internet has only encouraged them to keep doing so. They spend considerable time looking at the tiny screens of their smartphones.
With 3.6 billion internet users worldwide, doing 2.6 billion searches a day, viewing 3 billion videos a day across different websites and social networks like Facebook, LinkedIn, Youtube, Instagram, etc chances are very high that this crowd of people is very diverse and it may well be every marketer’s dream to reach a subset of them that are most likely to buy their product or services. Digital marketing technology lets you reach out to this subset, more accurately than was ever possible earlier.
2016, the Digital Marketing industry saw more than 40% growth and now that we are almost in the middle of 2017, we can confidently say that digital marketing awaits a very bright future. Some of the key factors contributing to this growth are the easy spread of smartphones, which have gone up in features and gone down in prices and the falling prices of internet connectivity, which has enabled more and more people to come online.
The precision targeting capabilities available through the different digital channels of communication like Youtube, Facebook, Google, Instagram, Twitter, etc have only encouraged marketers to optimise their ad spend by reaching out to their target audience that is most likely to convert and at the same time personalising the advertising experience so it does not look like spam. The rate of change in Digital marketing technology is also challenging and exciting. The new trends are constantly emerging and marketers have to constantly stay updated in order to use make the best use of these.
The ability to reach out to every corner of the connected world and every type of audience as easily as it is to reach out to your neighbour is another benefit of Digital marketing. Think about it, buying a product or services from a website of a local business or that from another country is not much different on the internet. Sure, if it’s a physical good that is to be delivered, there may be some logistical issues that need to be taken care of, but the process of reaching out and converting a prospect to a client is not much different. The world can be your market.
Digital marketing results are measurable. So, you say, but that’s been the case with traditional marketing as well. An ad in the national newspaper having a circulation of 1 million across the country is seen by a million people, right? Well, hopefully, yes. Or you advertised on a radio slot on the local FM station having a listenership of 0.5 million on a TV program with an estimated viewership number assuming that you got your message across to a large subset of these audiences, right? Well, with Digital marketing, you would be able to more accurately know how many people viewed your ads on the different channels like Facebook, YouTube, Instagram, Google, etc and also to a large extent the profile of the people who viewed it, so you know if you are serving to the right audience or not.
So, reaching the rich people with the right messages has become easier and that is the essence of any marketing goal. With footfalls being challenged by eyeballs for user attention, Digital marketing is here to stay for a long long time.