Effective Digital Marketing Solution & Understanding the Issues
Effective digital marketing requires an excellent strategy not to stagnate but with timely improvisation. During the days of traditional marketing, planning and strategy were ‘golden biscuits’ that only the elite class of business owners could afford. Indeed only a few special consultant groups whose charges are sky-high are capable of such strategic planning.
Thus, the midstream business class executed their marketing campaigns with the least strategy or planning, if any. It, though weakens the real potential of the advertisement campaign, the campaigns still seemed to work or perhaps work.
Effective Digital Marketing is Never Possible without Planning
The situation with digital marketing is quite different over traditional marketing. Without proper planning and strategy, the campaigns yield poor results.
In my career, also as the head of the digital marketing section here, since the past seven years, I came across a lot of business owners who complained that digital marketing is useless and does not give any result. Some of them alleged that they were doing it only as a trend because everybody is doing it. But they did not expect anything from it. They were just pushing a small amount of their ad budget into digital marketing in a neglected manner just to keep up with the trend, as they thought. In this way, people profoundly undermines the potential of digital marketing. Thus “effective digital marketing” was never realized for these businesses.
The fact is that digital marketing is 10 times cheaper than traditional marketing and 20 times more potential. One year of consistent digital marketing obviously with strategic planning can yield results equivalent to 3 years of traditional marketing. Majority of the businesses seemed to rely 80% on traditional marketing and 20% on digital marketing. My suggestion is not to quit traditional marketing but alter the ratio. The productivity of digital marketing will then be clearly visible.
The Psychological Effect of Marketing
One more strange issue that I noticed is in the psychology. Any type of marketing takes time to hit and must be continued for a long duration for proper results. People seemed to understand this when it came to traditional marketing. They advocated that newspaper ads or flyer ads should be continued for a long duration, and only then would they yield results.
Astonishingly, these very people would become extraordinarily impatient and restless while going with digital marketing. In many cases, people would stop the campaigns after 45 to 60 days if there was no or less result. On the contrary, I knew these people were continuing with various forms of traditional marketing with negligible results up to 8 months and, in some cases a year or more. Thus, constructive digital marketing was never possible for them.
Effectiveness of Digital Marketing- Reasons for the Underestimation
(i) In the traditional marketing sector, all the costs the advertisement incurs or let us say the cost price of the advertisement is hidden. While in the case of digital marketing, there is absolute transparency in the amount the advertiser pays to the advertising company or social media company or Google or other such entity.
As a result, in many cases, there is an extensive negotiation from the client. Consequently, the finalized rate is so low that smart advertisers who would undertake strategic planning, stay out. While only ‘nonsense’ advertisers who know nothing about strategy agree to work; and you can apprehend what they deliver.
(ii) The ‘nonsense’ advertisers gain more contracts with their cheap rates and deliver nothing influential. It makes the client assume that ‘effective digital marketing,’ is nothing but a theory.
(iii) Many people consider digital marketing to work in the same way as traditional marketing as they do not understand the importance of strategy and planning and thereby abstain from it to cut costs.
Thus, in this way, planning and strategy are left out as a result of which the actual potential of digital marketing in these cases remained dormant. While the clients get the misconception that digital marketing does not yield relevant results, and they have to persuade it only as a ‘trend.’
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