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According to Mr.Ghosh, digital marketing is the way you communicate and send your product or service message to your customers through the online channels, and the main digital marketing channels are social media: “anything that relates to the two way of communications,” video advertising, contents marketing, digital direct marketing, and mobile advertising. The main tasks that digital marketers deal with on a daily basis are choosing the best channels to promote their client’s business, to utilize these channels to get the best of to gain the highest reach, to coordinate between publishers or suppliers of online services.
A Digital Marketing Plan starts with a meeting between the client and the media team to discuss the client’s business, the product/service, and the client objective out of this upcoming marketing plan, which is referred to by marketers as “the briefing.” After listening to the client’s needs, the team conducts internal research through utilizing the save data they have, which is “the records” or the database (which might be provided by the client) in order for the marketing team to analyze the data to identify what problem the client has and where the gaps are in his current marketing plan. During a briefing meeting, the client will typically mention that his product is high quality, has a good performance and competitive price, but it is not being purchased. Therefore, the marketing team does their analysis on the data and the current marketing plan, which the client has by using SWAT analysis, root causes analysis.
Based on this interview, I am convinced that by using the technology of the digital media, we can target the right customer for our product. In other words we can predict those who are willing to buy our product based on various statistics and insights from the customer such as what they are eating, their age, gender, income, and even last places they visited. For example, knowing that a customer opened an advertisement on a website for 20 seconds will indicate that he was curious about that product. The next time he visits the website, marketers can change that ads into something that will attract the same “future customer” such as a discount, an offer, or even a prize. This is called retargeting; a very smart approach to digital marketing.
The disadvantage of digital marketing is that we have to track the channel contents, such as the website or online portals contents to ensure brand safety. We don’t want the client’s ads beside a breaking news story about ISIS human rights abuses or content that utilizes racist remarks. With offline marketing, such issues are not likely to happen. At the end, it is about the product or the service that the client is providing for the market. To build a good brand image in the mind of customers is critical, because based on studies, the mind of a normal person absorbs 3 main brands, so client should build a good brand to compete with in the market and this product must be engineered well, be up-to-date, and needed by the customers. “Everything else will be easier after that” according to Media Marketing Manager Mr. Shadab.
Concerns and Criticism of Social Media
As the social media has grown in popularity, multiple concerns have emerged regarding technology. If comments and tweets are posted in haste, it can lead to some marketing disasters that can damage both the client and their agencies reputation. The moment consumer finds a brand’s social networking activity intrusive or annoying then consumer is lost. There are many instances where brands try to abuse the system thorough fake comments. Since marketers are directly dealing with the public can not lurk behind the scene but have to become more accountable for the brand.
Other concerns of social media are social media stalkers, child predators and privacy concerns. In spite of potential drawbacks of social media, popularity of social media is overtaking traditional forms of marketing. If compare TV commercials with online virals promoted through social media, TV commercials can cost millions; are poorly targeted and do not enable data capture where as cost on social media is almost nothing. That is why social media become popular among marketers.
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