What Is Digital Marketing?

In the last decade, the reliance on the Internet has certainly changed the way in which business is connected. It is clear to most business owners that without an online presence, your business is really missing out on a major of marketing, advertising, and success. Nowadays, anyone who is anyone keeps their own blog, social media platform, and of course a website. If you are a business owner and you do not have a website, you are neglecting to market yourself in the most effective way. That is why it is critical for every business to not only build a site for themselves, but also reinforce its presence through digital marketing.

What is digital marketing? And, how / why is this kind of advertising so important to a business? Let's consider these important elements of online strategizing:

What is digital marketing?

In its very essence, this kind of advertising conjoins the promotion and advertising in an online platform. The basic principles, values, ad tactics of traditional marketing are still at the core of this innovative phase, there is a seemingly more insightful guise into the consumer behavior and target demographic. This digital promotion possesses all kinds of internet marketing, however it focuses on digital media. SEO is only one kind of digital marketing tactic.

The way in which digital promotion is enforced is another interesting property. Various sources can be utilized to promote products and services of a business, including websites, mobile devices, instant messages, and SMS among many others. In addition, the digital nature of this kind of marketing is considered as one of the most cost effective means of advertising.

Two kinds:

Push digital marketing: Just as the name suggests, push marketing is directed to push the advertising information directly towards the target clientele. Often times, marketers will initiate the push marketing through email, RSS, or SMS, really targeting the receiver or clientele with a personalized message. This means is also powerful in that it is easy to track, monitor, and measure the relative efficiency of the marketing.

Pull digital marketing: The pull method of marketing is aimed at garnering customers to come to you. The marketing for this means will be communicated to compel the individual to make a call to action or come visit your business. The most obvious or pervasive example is a web page, website, or any other Internet based medium. While this means of digital advertising is not as easy to personalize or track, it is still effective and powerful nonetheless.

Internet Promotion – Advantages and Disadvantages

The emergence of globalise trade, increase in foreign investment and cross-border transactions have put many small businesses under pressure to find innovative ways to continue to market their products and services. This is especially difficult given that they often operate on tight marketing budgets.

In the quest for cheap marketing alternatives, these small businesses continue to use conventional marketing tools such as newspaper, magazine, radio and television advertisements, unaware of the advantages that Internet Promotion offers. All too often, these entrepreneurs focus on the disadvantages of Internet Promotion and fail to adequately take advantage of the opportunities that it presents. Moreover, their preoccupation with conventional marketing strategies is driven by a misconception that these are cheaper than Internet Promotion.

To most small business entrepreneurs, marketing or promoting their products or services via the Internet can be a daunting task. However, with adequate information small businesses can benefit significantly from Internet Promotion while minimising the disadvantages that it presents. In fact, it may prove to be the marketing strategy that generates the highest return on investment.

The Advantages

Cost Effective and Enduring Marketing Strategies

The Internet has become the information superhighway for the buying public. Most persons prefer the hassle free transactions that Internet shopping can offer. As a result, the Internet has become the most powerful selling tool. Internet Promotion offers cost effective ways for small businesses to enhance their product or service distribution networks. For example, the use of portals can help create new marketing channels and logistics, or provide better or faster product access for customers.

In comparison to other forms of marketing, Internet Promotion presents the advantage of reduced budget and storage costs, when compared with printing brochures, producing television or radio advertisements or managing a call centre. It presents a fast and cost effective option for penetrating new markets.

Market Penetration

With millions of person using the Internet to search for products and services, small businesses can penetrate other markets at a fraction of the cost of traditional marketing methods.

Websites act as virtual storefronts, allowing businesses to stay open 24/7. Internet Promotion gives a business greater visibility, thereby creating more opportunities for increasing its customers at relatively low cost. Never before has it been easier for an upstart business to be able to reach out to literally millions of potential customers and to position themselves for success, without the need for costly infrastructure and overwhelming marketing costs. Thanks to the Internet, new businesses can become popular almost overnight.

Low Cost, Instant Communication

Email makes business communications instant, whether the customer or business affiliate is across the street or across the globe. It makes it easier for customers to maintain contact and readily facilitates repeat purchasing. An effective online strategy can therefore turn a small web business into a virtual cost saver and income-generating machine. The net result is that the small business can gain significant competitive advantage in a given market.

Many online businesses have therefore resorted to the use of ezines, blogs, pop-up ads and other online marketing tools to let customers know about new products or services as well as provide information relevant to their respective industry. The benefits of this strategy are two fold. Marketers can effectively heighten brand awareness for relatively new products on the market whilst strengthening customer relationships, with shorter time frames.

Content is Timeless

Internet Promotion also provides the advantage of being enduring. Whereas participation at a trade fair or conference loses sales impact, once it is over, and an advertisement in a newspaper or business magazine may quickly lose its sales generating value within a day or two or as soon as the next issue is released; Internet Promotion is often timeless. Apart from the dates and sometimes prices, much of your website content remains valid years after.

Real Time Statistics For Measuring Success of Promotion Campaign

One of the most significant advantages of Internet Promotion is that its success is measurable. Marketers can use tools that provide real time statistics, on unique visitors, repeat visitors, click through rates (CTR) on advertisements, thereby allowing them to evaluate the effectiveness of a promotion campaign. This enables marketers to determine what works for their particular market and to make timely changes in their marketing strategies.

Time Saving

Another important advantage of Internet Promotion is that it saves time since it generally does away with counselling on product uses and benefits, service information and sales administration. Visitors can access “frequently asked questions” to help themselves, and can buy online, without the involvement of staff. This saves time and money. So, whether 10 or 10,000 visitors visit the site, the increased cost is marginal whilst the savings can be immense.

But like any business approach, Internet Promotion is not without its risks and weaknesses.

Disadvantages

Difficulty in Attracting Customers

Small business may not have the resources to pay for paid directory inclusion, pay per click inclusions and often have to rely solely on search engine optimisation or word of mouth to drive traffic to their sites. With millions of businesses selling the same product and services, competing with more established businesses can be frustrating and costly venture for small business.

On the other hand, larger companies can offer promotions, pay for directory inclusions, implement pay per click campaigns as well as employ the “who is who” in internet marketing to develop campaigns that generate traffic and leads.

Difficulty in Evaluating Legitimacy of Transaction

Another notable disadvantage of doing promoting businesses online is that it may be difficult for the businesspersons and consumers to thoroughly evaluate the legitimacy of a transaction. Small businesses are particularly vulnerable to thieves using stolen credit cards and stolen information to do online transaction.

With Internet credit card and identity fraud on the rise, small businesses are forced to finance costly security measures to reduce their vulnerability to fraudulent transactions.

Salespersons and Customers are Isolated

Another disadvantage of promotion via the Internet is that the customers and businesspersons are isolated. There is little personal contact between customer and salesperson prior to and after the sales is closed. Thus, the prospect for repeat sales may thus be diminished. Entrepreneurs are therefore compelled to adopt marketing strategies to drive online users back to their site.

From all indications, it appears that the advantages of Internet promotion, far exceed the disadvantages. With adequate knowledge, entrepreneur can benefit significantly from Internet promotion, especially small business owners.

More and more, the growth and outreach of the Internet’s, its ease and accessibility for customers is becoming inevitable. Small business would therefore be well advised to start their web advertising function in order to improve their competitiveness online.

Aspects of Website Development

Web development is explained as the process of coding or encrypting any standard computer language with the purpose of building a website through the process of programming. The developmental process of a website can range from the very basic and simple text application all the way to the highly complex and very complicated net applications.

Web development is considered as one of the most evolving and growing industries all over the world now. The number of organizations all around the globe that work to develop websites for different individuals and organizations have multiplied to a greater extent over the past few years. One of the ways to measure how fast growing and important industry is, is from the fact that the increasing number of firms established, during a short course of time, as web development organizations that are running successfully. All major businesses all over the world should be given credit for investing in this sector, supporting and assisting it which resulted in the success of this field. The trust and support put by these businesses in the field of web development has proven to be a milestone in the success of this sector in the most effective manner.

One of the major problems faced by business run around the world, is the cost that they have to pay in the field of web application and web development. The cost can increase as much as the complexity of the website increases, meaning that if more features are desired to be put on the website and more coding is required then the cost would increase simultaneously. But now, as times change and advanced research in all fields is being done, the cost of developing a website as reduced to much more. Affordable rates are available now on developing websites that are cost effective for the businesses. Now developing a web page is more cheap and affordable as compared to what it used to be in the previous times. So, it is now considered as an essential for every business to have a well-developed website that would help them expand their business and without much expenditure.

Tools and applications that are used in the developmental process of the website are available to the public which makes web development more popular all around the world. Amongst the most popular tools that are used to develop web pages are MySQL, PHP, Linux and many others. A large number of people that use the internet use these tools of web development and web applications in order to upgrade their websites, thus, a major part in playing with these tools in the world of website development.

Coming towards the phase of website development, the entire process involved in the development of the site considers a number of security cogitations. These are found in all web applications, even after careful evaluation and testing and the later launch stage. This is done in order to prevent hackers from exploiting security breaches and avoiding hacking. This is easy and simple to do and anyone having slight knowledge of the internet can do it. This is done by coding that aids in illegal access and collecting all the confidential information about the owner of the website.

The Business Of Home Video

The technology of home video has it's roots in the mid 1970's with the advent of Sony's u-Matic video cassette system. What? Never hear of that? It's because it never found it's market as a home medium because it was too cumbersome and expensive. It went on to become the standard for industrial videos.

In the early 1980's, Beta and VHS were introduced as home video formats, with VHS taking a rapid lead. Even then, it appears mostly to time shifting TV shows, since the separate cameras and recorders with interconnecting wires and short battery life made portable video a chore.

By the mid eighties, camcorders had come to market, combining the camera and recorder in one compact unit (for it's day). Still rather large for most people to cart on vacation, entrepreneurs, myself included, quickly discovered a commercial use for the devices – filming weddings and corporate events.

In 1985 I opened my first video production business in Connecticut and within two years I quit my full time job in the computer engineering business and went full time into video. Back then, if you showed up on time, could hold the camera steady and keep it in focus, you could make a steady income in the video business. Camcorders were still rather expensive, and properly editing videos required equipment and talent beyond the realm of the average person.

By 1990, cameras became smaller, easier to use, and less expensive. Computer based non-linear editing was still the realm of the broadcast world, but more affordable tape based editing systems allowed event videographers to hone their finished products. No longer could simple basic skills keep you in business, you had compete with new video businesses in your market and polish your skills as an editor. Still, as the analog tape-to-tape duplicating process used for editing clipped away the undesirable footage, it caused an unavoidable loss of image clarity.

Digital video camcorders hit the consumer market in 1995. This allowed much clearer looking videos, and editing digital tape to tape avoided the loss of image quality associated with analog video editing. VHS was still the mainstay for the finished product, but now that product had the sharpness of a first generation VHS tape, and not a ragged edged copy as in the past. Computer based editing was still expensive, but was beginning to make it's way to the mainstream event video producers.

By the year 2000, cheaper, faster and less expensive computers had hard drives large enough to store feature length videos at reasonable cost. Non linear editing became the choice of nearly every video business. Clients were expecting far more from their finished product, and DVD was becoming the preferred medium for delivery of the final video. Even though videos were not yet high definition, the DVD made video look much better than VHS. More and more new event video companies were popping up as the prices of camcorders and computers continued to fall while their quality and ease of use went up. 2000 was a pinnacle year for wedding videos, as brides lined up in droves to have their weddings at the turn of the century.

By 2005, the camcorder had become so small, so easy to use, and high definition video produced such a great result it seemed that event video people were on every street corner. Anyone with two thousand dollars could start a video business and produce quality results, at least from the technical perspective. The real competition was beginning to come not only from other video businesses, but from former clients as well. Instead of continuing to pay a professional one to two thousand dollars to record their wedding video, some clients were buying their own camcorders for five hundred dollars and letting a friend or relative shoot the video.

Small, pocket sized high definition camcorders, high definition video in camera phones and free editing software on cheap, off-the-shelf PCs have diminished the client's perceived value of the professional video by 2012. The expectation of clients is that that video professional must Be able to replicate what the client sees in the movie theater or on television. Trouble is, studios still spend hundreds of thousands or more on lighting, sound and talent. Now matter how good home equipment is, or how polished the skills of a professional event videographer, a client's stingy three hundred dollar budget is not going to buy the results that clients see on TV. Not willing to pay thousands, many clients are satisfied with You-Tube style video clips taken with the camera phones of their friends – provided it's free. And a professional can not compete with free and stay in business.

Today, as a result of the amazing small, inexpensive and high quality camcorders and free editing software, the video business is far more challenging for the event professional. There is still something a professional can offer that all your friend's camera phones can never match. That is a video that truly tells your story or deliveries your corporate message as it should be, with the look and finish close to that of an independent film. In the end, it is the knowledge and experience that are worth the cost. You can not buy that with an iPhone in the hands of a close friend.