Digital+and+Online+Marketing

=**__Digital and Online Marketing__**=

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Main findings from the video; - 2012 projection for Internet users is 2.1 billion. - 18% increase in Internet users since 2008-2009. - US Internet of 2015 will be at least 5x larger than in 2006. - Bing estimates there are 1 trillion pages of content online. - 234 million websites in 2009, 47 million being added solely in 2009. - 97% of consumers use online marketing when researching products/services. - 65% of consumers see the web as an important part of decision making. - In 2009 there was a total of 131 billion worldwide searches. - 4 billion searches per day, 175 million per hour and 2.9 million per minute. - 90 trillion emails sent in 2009. - 1.4 billion email users worldwide in January 2010. - 12 months, over 100 million people have become new email users. - “Internet isn’t a fad it’s a fundamental shift in the way we communicate” (ZettaLab, 2013).

__Digital Marketing__


(Savvy Marketing Solution, 2013)

“Digital marketing encompasses a very wide range of platforms, media, channels, tools, services and applications” (The CIM, 2001: 73).

“Digital marketing – the fastest growth area of marketing we have ever witnessed” (Ryan & Jones, 2011: 1). Digital marketing is associated with the channels that businesses can use to market themselves, “a marketing campaign based from a digital platform. Digital defines the channel used to deliver the campaign in” (Newswire, 2012). These channels include: websites, banner advertisements, mobile marketing and advertisements, video marketing, podcasts and social media sites.

__Types of Digital Marketing__
Digital marketing comes in a variety of ways; these can be broken down into three categories; owned media, paid media and social media (Chitty //et al,// 2012).

(Chitty //et al,// 2012)

From this it is clear to see how much digital marketing has progressed by how many platforms are now available, not only for a company to utilise but also for the consumer to access. “The growth of digital technology is fuelling an unprecedented explosion of marketing innovation” (The CIM, 2011: 74), adding that edge to a company. With Thomas & Housden (2011) also stating that, “direct marketing which has led the change and is now considered as mainstream marketing. And to the effective twenty-first century marketers it should be second nature to think first and foremost: direct, data and digital”. Indicating just how powerful and dominating the digital marketing platform is.

__Pull and Push Marketing__


“Digital marketing involves some of the techniques of direct marketing and Internet marketing. In digital marketing traditional methods of promotions are executed digitally. It involves marketing in two forms, pull and push” (Thomas, 2012). Pull involves the consumer looking for the content, ‘pulling the content’, such as websites, web logs and forums (Thomas, 2012). Push marketing requires equal effort from both the marketer and the consumer. “The marketer has to push or send the content to the customer and the customer has to make the effort of receiving it. SMS, MMS, emails, RSS podcasting are examples” (Thomas, 2012). The main difference between pull and push marketing is that pull marketing cannot be personalised to the consumer as it is generic information, whereas push marketing can be.

Digital marketing empowers both the marketer and the consumer. The marketer is able to reach more people, with personalised information, through push marketing strategies, making it more credible for the consumer, “to be in touch with their consumers directly,without loss of time and without the vagueness and distortion” (Raju, 2009: 87). However, whether marketers use pull or push methods, the consumer subjectively has an influence on the content that the marketer provides. This gives consumers power, which would explain why so many consumers now turn to digital platforms in order to gain information.

__Trends in Digital Marketing__
“The last year saw many changes in the digital marketing landscape. We saw the addition of social content on search engine result pages, multiple IPOs in the digital marketing ecosystem, an increase in Google’s search dominance and a heavy reliance on digital marketing tools and agencies to support companies marketing efforts” (Savitz, 2012). The increase in digital marketing tools is a result of consumers now being more reliant on the Internet when looking for information on brands, products and services. Thomas and Housden (2011) stated that, “online advertising spend annually is set to overtake television advertising, reaching more than 20 per cent of all advertising spend”, an increasingly popular strategy for companies.

For 2013 it was forecast that one of the most significant digital trends would be mobile marketing, “the number of people who bought smart phones and other mobile devices last year far outnumbers those who bought new computers” (Newswire, 2013). Consumers are now turning to devices, which allow them to access information either at home or on the go. “This part of digital marketing is still relatively new so there is a lot of room for growth and those that are quick to stake out a corner in the market will likely be very successful in the near future” (Newswire, 2013). As this is still a new trend those companies who do take this opportunity first are likely to gain that competitive advantage against their competitors and will see more interest and activity from consumers. Other trends include dynamic content, “enabling marketers to tailor their marketing efforts to each individual visitor to their web” (Newswire, 2013), and also creating content which results in value, “the best way to see results is to bring value to the readers that they will in turn want to share and recommend to others” (Newswire, 2013). The new trends in digital marketing are about making the information more direct and personal to consumers, providing consumers with what they want to see, getting to know your consumer. = =

__Digital Marketing Campaign__
In 2013 Coca-Cola launched an all-digital campaign, ‘Ahh’. Forty websites were established each with a different URL, “ahh.com (two H’s) along with ahhh.com (three H’s), ahhhh.com (4 H’s) and so one, with each succeeding ‘H’ in the URL ushering a new experience” (Wasserman, 2013). This campaign generated 4 million viewers, each spending an average of two minutes whilst visiting the forty websites produced (Wasserman, 2013). With every websites offering something new it generated engagement from the consumer, and “about half the traffic has been organic, meaning the target – has shared the media with a friend” (Wasserman, 2013). With the high level of consumer engagement and word of mouth shows just how successful digital campaigns can be for a company. media type="custom" key="25427984" = =

__Advantages__
Digital marketing holds many advantages, companies are now able to see the return on their marketing efforts, unlike traditional methods, and this is a huge benefit for a company as they can see how effective the digital environment is and therefore whether it is worth their efforts. “Digital media is concerned with behaviour (as opposed to attitudes), which means digital marketing provides a greater number of measures from a wide array of choices” (Chitty //et al,// 2012: 242). Another advantage is the speed in which digital marketing can spread via the Internet.

Reports have identified that emails are the most effective platform if companies are looking to turn viewers into purchasers, “with a third (33%) of mailshot clickers going on to buy something” (Davies, 2014). Davies also found that, “generic online ads (eg banners, pop-ups and display ads) gain the widest reach, seen by 78% of consumers” (Davies, 2014). Although many people believe platforms such as social media and video marketing are likely to have more of an impact, ultimately online ads and emails have a wider reach.

Digital marketing is forever developing and being more frequently used by companies as a communication tool, “successful digital marketers also act differently. They seek to immerse consumers in their content, investing to deliver and experience what goes beyond a straight transaction and to ensure that their digital efforts are as effective as possible, monitoring closely what consumer are seeing, doing and saying” (Edelman, 2010).

If companies successfully do this it puts them ahead of there competitors, not loosing any potential consumers. “Companies that understand this evolution are now carefully moving digital interactivity towards the centre of their marketing strategies, rethinking their priorities and budgets, and substantially reshaping their processes and skills” (Edelman, 2010). The huge impact that the digital evolution is now having both on consumers and companies is inevitably becoming one of the most powerful marketing strategies, showing how it has developed since the start up of online marketing.

__Summary__
“The continuous adoption of more media technologies has led to a large increase in the amount of time people spend with a media – a total estimates to be about 9.5 hours per day” (Stephenson, 2007), which is why marketers see digital platforms as a prime way to get in touch with consumers. “The trend is visible and some forecasters say that by 2020 as much as fifty percent of commerce will be conducted through this medium” (Raju, 2009: 87). With digital marketing being used more frequently by companies due to the benefits that they are able to reap through this platform, it is inevitable that as time goes on the use of traditional methods of marketing will continue to diminish in regards to companies marketing strategies.

__Online Marketing__
(Exa, 2010)

“Online marketing is an offshoot of advances in digital technology, which occasioned the birth of the Internet, the World Wide Web and interactive media” (Sheehan, 2010: 10). Online marketing is established through the use of the Internet, and is used to communicate to a wider audience, which is sometimes referred to as Internet marketing, Internet advertising or eMarketing (Harris, 2008). All online marketing is done through the Internet. Online marketing can use several different platforms such as; “banner ads, remarketing, search engine optimization, search engine marketing, social media, blogging, microsites and forums” (Newswire, 2012). = =

__Development of Online Marketing__
“Online advertising has been around for close to two decades now. Today, it is one of the most effective forms of advertising, and an increasing number of businesses are using it to reach their target customers” (Taylor, 2013: 549). The development of the Internet has inevitably aided the success for online marketing. This has been aided by the development of two stages in regards to the Internet, ‘Web 1.0’ and ‘Web 2.0’. “Web 1.0 is seen as narrow and a relatively static communications medium – early websites” (Sheehan, 2010: 10). “Web 2.0 bought us social networking, wikis, virtual worlds where people shop for body parts, text message advertising, mobile video search, blog pundits who can make or break your reputation and your business” (Harden & Heyman, 2009: 3). Increasing interactivity between a company and their consumers. Not only this but consumers are now able to communicate with other consumers, “social networks, e-communities and social networking features of marketing websites have connected millions of consumer around the world with each other” (Sheehan, 2010: 10). This is a huge advantage for companies who integrate online marketing into their marketing strategy, as consumers are able to pass on information, allowing it to spread at rapid speed.

__Use of the Web__
The Web is undoubtedly a useful marketplace, it can be used by brands to; increase awareness and brand building, lead generation, enable online sales, provide customer support and market research, generate word of mouth (buzz marketing), content services and web publishing (Harden & Heyman, 2009). It has the ability to reach more people globally, convey personalised messages, interaction with the consumers, cheaper and also the ability to monitor the results (Taylor, 2013). “A website is like a virtual shop front that is always open” (Reed, 2012: 3). Unlike traditional marketing, online marketing is always present, if a user is trying to find information it is likely that they will recall hundreds of webpages for one particular brand, product or service.

Interaction with the consumer is the aim for both online and offline marketing. Taylor (2013) found that in regards to online marketing, “social media channels such as; Facebook, Twitter, YouTube, LinkedIn, Google+ and Pinterest have made it possible for brands to market their products while at the same time directly involving their audience and providing them with the ability to interact with the brand or the product on a more personal level” (2013: 548).

With the increase in social media sites now available it allows businesses to interact with a wider range of consumers, and a personal and direct touch adds that advantage for the consumer. = =

__Advantages of Online Marketing__
The most beneficial advantage of online marketing is how cheap it is for a company to use, “compared to other mediums like radio, television and print, Internet is cheaper to use” (Harris, 2008: 123). Not only this but as the use of the Internet is constantly expanding, in Europe alone Internet users in 2000 were recorded at over 100 million and now it is recorded at over 500 million (Internet World Stats, 2012). “Every day, more and more prospect consumers enter the wide world of the Web. That means better profit for the business owner” (Harris, 2008: 123). Most importantly online marketing campaigns can be monitored, “marketers can determine which messages are more appealing to the audience. The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, to visit a website, and to perform a targeted action” (Muljadi, 2011: 71). This holds a huge advantage over traditional methods, which could explain why the investment in online marketing is on the rise and traditional methods on the decline.

(eMarketer, 2007 cited. Harden & Heyman, 2009)

This graph shows the increase in money invested in online marketing in the US alone, from $7.1 billion in 2001 to $42 billion in 2011, such a huge increase only over a period of 10 years. = =

__Disadvantages of Online Marketing__
Online marketing also holds some disadvantages from the consumers point of view, Harris (2008) highlighted a few factors, “Internet-based marketing will require consumers to use newer technology. Prospect consumers’ slow Internet connection is also a great barrier for better profit. There are also products offered in online business that seems unappealing for the buyer since these cannot be smelled, touched, or tasted” (2008: 124).

In addition to this Harris’ finding, some users see online marketing as ‘intrusive’ and ‘uncomfortable’ when the advertisements are personalised to their preferences, as seen in the data. So it is vital for marketers to use their online marketing strategies effectively in order to attract consumers not repel them.

(Davies, 2014) = =

__Why use Online Marketing?__
“Online marketing methods loosely maps on to traditional methods, but at every stage you are making yourself visible to people who will seek you out, and engaging a highly targeted audience, rather than broadcasting an indiscriminate message and hoping for the best. Word of mouth is the Holy Grail of marketing – and very difficult to achieve offline. But it is turbo charged with online marketing” (Reed, 2012: 5).

Reed (2012) claims that online marketing is an active generator of word of mouth marketing, which in turn then spreads the message to an even wider audience, one of which may not have originally shown interest in the brand – but positive marketing could change that.

There are many reasons why companies turn to online platforms to market themselves; it is more effective – more time is spent online than elsewhere, it is affordable – much cheaper than many traditional methods and also it is authentic – companies can make the content personal to its consumers (Reed, 2012). It is beneficial for a company to take their marketing strategies online, where more consumers are likely to see an advertisement and take notice of it. = =

__Online Marketing Campaign__
Looking at a case study on Thornton’s efforts in regards to their online marketing campaign, and the success rate from this. Thorntons conducted an online campaign during the two weeks leading to Christmas in 2011. “The challenge was to produce an online viral strategy that would strengthen online brand awareness, drive high volumes of traffic to their website daily and increase their database” (SASS, 2011). This was successful, with over 106,000 visits, and around 7,600 visits a day over the 14 days. “At peak times attracting 12 new visits per second and overall the promotion produced a ROI of 1:6” (SASS, 2011). This shows just how successful online marketing can be; this was only over a two-week period so it shows how influential campaigns can be over a long period of time.

(SASS, 2011)

__Summary of Online Marketing__
Many studies have looked at the effects of online marketing and how beneficial it can, it has been recorded that, “42% of consumers have clicked on a online advert in the past three months, up from 40% in June 2013. Of this, 50% have gone directly onto buy something” (Davies, 2013). With such high rates, especially those going on to make purchases from an online advert, it is an effective way for companies to advertise products or services. More research in support of online marketing being an effective communication tool;
 * “89% of consumers have seen online advertising in the past three months” (Davies, 2013).
 * “69% of consumers have seen advertisements on social media sites in the past three months (66% in June 2013), 88% of these people have visited these sites in the past three months” (Davies, 2013).
 * “65% of consumers have seen email adverts in the past three months, (60% in June 2013” (Davies, 2013).

With the figures constantly increasing, and also being so high, it is clear that consumers are turning to online sources more so than what they used to, and this is something that companies should pay close attention to if they want to use a highly effective marketing platform.

__Conclusion__
With the level of Internet users constantly increasing, recorded that between 2008-2010, “in early 2008, global online population stats, put the number of Internet users worldwide at about 1.3 billion. Now latest stats as of 2010 showed that close to 2 billion people around the world have regular access to the Internet” (Ryan & Jones, 2011: 11). The increasing figures of online users is one reason why both online and digital marketing is so successful, as it is readily available to so many people worldwide, as opposed to more traditional methods, which have a much more restricted target market. The increasing number of Internet users shows why the use of marketing online is such a success, this could be supported by the idea that online sources are becoming more fashionable to be a part of and also how accessible they are for consumers. Therefore, for companies to miss out on this opportunity, which creates so much consumer traffic, would be a missed opportunity and puts them behind their competitors.

__References__

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