Digital marketing is the promotion of products and services via one or more form of electronic media, unlike the traditional forms of marketing which are based on the concept of pulling consumers to your product or service rather than pushing it to them which can be annoying.
Although this form of marketing has started to take root in Kenya it is not yet clear how many people have embraced it abandoning the traditional marketing, making this field unexploited one meaning many people have a chance to make the best out of it.
Here is a breakdown of what digital marketing is and how one can use it to advertise their services cutting down on cost and in exchange reaching your target customers.
The Three Major Forms of Digital Marketing:
1: Paid Media
In Kenya, this is one of the most embraced types of digital marketing whereby you pay for your ad or content to be displayed to a targeted group of consumers. An example of this is the posts you come across on Facebook and they are tagged at “sponsored post”.
The advantage of this form of digital marketing is the fact that you set your own budget for the advert and you can always track results, more so you pay for it once a person takes action on the post eg by clicking or signing up for the offer, unlike billboards or posters where you pay upfront regardless of whether people convert or not.
2: Owned Media
This is a channel owned by the brand itself and is composed of social media profiles, websites and mobile apps. The benefit of this is that you have full control of the platforms unlike the other two ways of digital marketing.
3: Earned Media
The earned media is one that you use editorial content published by supporters or brands advocates on social media, blogs or publishers. This is basically when you write a post or publish something that most people are searching for, after which if the reader is contented with the info you gain trust from them and establish yourself as an expert. Mostly you can target users on this using SEO.
Benefits Of Digital Marketing
Below are some of the main advantages of digital marketing.
1: Access to real-time marketing data.
Internet marketing present marketers with timely and accurate data about consumers, their interest, their location, their gender and much more information that is used to guide marketers as they make decisions. Unlike with traditional marketing, it was hard to collect data since you can’t account for the number who saw your billboard or watched your ad.
2: Efficient targeting and segmentation.
This is another advantage of digital marketing that outweighs the traditional marketing whereby digital marketing uses tons of metrics such as age, gender, location, access time, interest among other factors to target the right audience, this has been made possible by technologies such as search engines, this is a targeting precision that was hard to achieve in the traditional form of marketing.
3: Improved conversion rates.
Targeted traffic offers bigger chances for conversations. Unlike other ways of advertising digital marketing creates a two-way conversation.
Instead of bothering customers with phone calls reaching them online is a better idea where all you need maybe sending emails and make them make a purchase and learn more about your organization, from such interactions important leads can be generated and eventually bring an increase in conversion rates.
4: Earning people’s trust and building brand reputation.
Digital marketing cuts across social media signals, social proofs, and testimonials from customers. People tend to trust information about a particular brand if the data or testimonials come from the people they know.
Once you their expectations your brand reputation will go viral and eventually it will open new doors of opportunities for reaching bigger markets.
Digital marketing is not limiting and accommodates any type of service or product your business entails hence with the above break down of its advantages, you should utilize its power to grow your business.