“Significance of Digital Media Marketing in success of E-commerce business”

In today’s competitive business world where every marketer is striving to market the product & establish brand equity has become a challenge. Conventional marketing tools are more or less being used by all marketers targeting same segment of customers.

Moreover the level playing field is not only restricted to compete with top 4 or 5 national brands in the category but also compete with international & local brands which are striving hard to gain increasing market share.

Marketers are compelled to have better understanding of customers, enrich value chain & explore new marketing channels. Marketing   activities have moved beyond ATL & BTL activities to new tools of digital media.

Digital revolution is significantly growing year on year because of advanced social media platforms , electronic gadgets at affordable prices , availability of  broadband services  & customer interface with products & brands.

Digital marketing refers to target, measure and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. Absolute focus is to promote brands, build preference and increase sales through various digital marketing techniques. The strategy is for extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.

Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer, content automation, campaign marketing, and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ring tones. The fundamental concept in digital marketing is based on customer centric approach.

Digital marketers examine things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.

The thumb rule in digital marketing is to know customers well but also understand community of customers in given product segments & virtual intelligence of their buying behavior. Marketers need a consolidated view of customer preferences and expectations across all channels. These channels are web, social media, mobile, direct mail, point of sale, online sellers etc. Marketers can use this information to create and anticipate constant, coordinated customer experiences that will move customers along in the buying cycle. The deeper the insight into customer behavior and preferences will help marketers to engage them in lucrative interactions.

Though digital marketing and its associated channels are important, complete exclusion of traditional channels cannot be ruled out.

Digital marketing comes with certain challenges:

  • Explosion of digital channels: Consumers use multiple digital channels and a variety of devices that use different set of rules, specifications and interfaces and they interact with those devices in different ways and for different purposes. Hence marketers need to be alert and vigilant in keeping up with customer’s choices.
  • Digital marketing intensifies competition: Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, it has intensified competition in all business spheres. It is difficult to capture consumers’ attention.
  • Exploding data volumes: Consumers leave behind a huge trail of data in digital channels. Hence it’s extremely difficult to lay hands on all that data, as well as to find the right data within exploding data volumes that can help marketers make the right decisions.

 

E-commerce retailers like flipkart, amazon, e-bay, PayTm, shopclues ,snapdeal ,make my trip ,book my show,myntra , jabong ,zomato & many more are using  digital media tools to promote & grow their business to higher volumes.

Their  business model  are based on virtual intelligence & digital media.

In recent times, India has witnessed growth in e-commerce business & availability of product lines across demographics.

E-commerce has a standout year in 2015 , where it grew in size from $ 5 billion to $ 8 billion touching every aspect of our life.

Increased use of digital media is helping existing & new companies to increase number of more users thus building economy of scales.

According to google survey , approximately 50 million users transacted during 2015 due to availability of smartphones electronic gadgets ,broadband services & convenient linkages to payment gateways.

E-commerce is getting deeper from B-towns to rural areas & strategizing business with more aggression thus creating  boom in retail business beyond expectation.

With the emergence of the internet , digital marketing  and improvements in mobile technology, organizations are taking advantage of the worldwide consumer market by using Ecommerce Integration.  It will play a larger role in maximizing business revenue & improve work efficiency in years to come.

References :

  1. digitalmarketingtraining.co.in
  2. wikipedia.org
  3. economictimes.com
  4. Economic Times Newspaper dated14’Jan’15
  5. https://drvidyahattangadi.com
  6. Google images