Digital Marketing: A New Buzz Word

Abstract: Even a decade back, business was more about traditional practices being implemented. The better business houses were able to implement orthodox techniques, better were the  chances of being noticed in the crowd. But, here we're today. India has come a long way from the time it relied on the US and greater parts of Europe for commercial assistance. Today, monotonous marketing and advertising techniques have given way to digital marketing. Now, India is being eyed as a forthcoming 'superpower' in the world of social media, especially when its being used for brand marketing and promotion. Digital marketing in India has been instrumental in helping the country's economy revive itself, especially after it tolerated recession for over a year. This paper will investigate how successfully organizations are utilizing the new opportunities available to them, what different strategies digital marketing works on and above all will try to differentiate between tradition way of marketing with digital marketing.

Key Words:  Internet, Digital Marketing, Social Media,

                         

     Introduction:  India was always ahead when it came to education and learning. Indian entrepreneurs were and are highly respected when compared to their counterparts across the borders. So, when digital media came into the forum and more people started using social networks for communication, it was the Indians who understood how they can make the most of the situation. While ambitious men and women initiated their own social media organizations, big and powerful business houses started recruiting the best of the best in digital media. The entire system of trade and commerce in India went for a change. But, the change never caught anyone by surprise. It was accepted with ease and precision across the length and breadth of the country's economy. Every sector tried to find out ways in which they could harness the power of digital media. This went on for several consecutive years, and today Indians are reportedly spending more time on social networking sites, than they usually do when checking their personal emails.     

      

     Digital marketing industry in India is gaining popularity not only within the nation but all over the world. The reasons behind this popularity are easy availability of talented professionals, low labour cost, dedicated infrastructure, efficient customer support services, on time delivery of services or products within the turn around time (TAT), and so forth. Social networking stalwarts are already eying India as their primary market in the years to come by. With social media being heavily used by even the most frugal businesses in the country, you cannot deny that the digital marketing industry in India is going to become one of the most prosperous sectors in the country's economy.

How digital marketing works ?

Digital marketing is the use of digital sources based on electronic signal like Internet, digital display advertising and other digital media such as television, radio, and mobile phones in the promotion of brands and products to consumers. Digital marketing may cover the more traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion.

Two different forms of digital marketing exist.

Pull digital marketing in which the consumer must actively seek the marketing content, often via web searches, and push digital marketing where the marketer sends the content to the consumer, as in email. Websites, blogs and streaming media (audio and video) are examples of pull digital marketing. In each of these users have to link to the website to view the content. Only current web browser technology is required to maintain static content. However, additional internet marketing technologies (search engine optimization) may be required to attract the desired consumer demographic.

Push digital marketing technologies involve both the marketer as well as the recipients. Email, text messaging and web feeds are examples of push digital marketing. In each of these, the marketer has to send the messages to the subscribers. In the case of web feeds, content is pulled on a periodic basis (polling), thus simulating a push. Push technologies can deliver content immediately as it becomes available and is better targeted to its consumer demographic, although audiences are often smaller, and the cost for creation and distribution is higher

Some of the advantages of digital marketing over traditional marketing are given below
1) Lower cost – using digital technology on the business is more cost effective. Company want to do some advertising on the network is more cheaper compare to the print media or TV, and advertisement on the web is more lively can attract more potential customers. On the other hand, reduce waste and decrease stock.

2) Better customer service – Digital market means better and quicker customer service.
3) Quick comparison shopping – In the digital market it helps the customers to make easy compare with products.

4) Teamwork – An e-mail is a most important tool that helps people to exchange information and work on solution. It has transformed the way organizations interact with suppliers, vendors, business partners and customers, more interactions means better results.
5) Information sharing, control and convenience – Digital market improves information sharing between company and customers and promotes quick, just in time delivery.

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