Digital Marketing encompasses all marketing practices that are conducted via the Internet. Digital Marketing includes online reputation management, pay per click (PPC) advertising, search engine optimization (SEO), banner advertising, e-mail marketing, social media marketing, display advertising and other viral marketing techniques. The aim of Digital Marketing is to create in-demand, high quality and relevant content for the websites. They also provide a platform for advertisers to reach their prospective market.
Digital Marketing through email marketing automation enables businesses to build, test and measure their online presence as well as their response rate. The process eliminates the need for in-house human recruiters thereby saving on cost, while effectively ensuring that only targeted leads are contacted. Email marketing automation also provides businesses with a means of tracking results which enables them to make changes or modifications to their marketing strategy if necessary. Moreover, it also saves time and effort by automating processes that consume valuable staff time, thereby enabling companies to reap maximum rewards from their digital marketing investment.
A digital marketing strategy requires upfront investment. However, compared to the cost of hiring an in-house recruiter or a variety of other offline resources, such as newspaper ads or television spots, email marketing campaigns require very little initial financial outlay and can be managed more efficiently. As such, the benefits of this form of advertising far outweigh its disadvantageous costs.
Marketing automation allows users to manage multiple campaigns simultaneously. It also provides seamless functionality that eliminates the need to refresh one application and then modify other applications as per changing needs and requirements. This enables businesses to easily scale their digital marketing campaigns to fit various budget constraints and sales expectations. Apart from managing multiple campaigns simultaneously, it also enables the user to make customized campaigns for specific audiences or geography. This further enables businesses to measure return on investment (ROI) more effectively.
Email marketing campaigns are particularly useful for businesses that have a large brand presence, but whose sales are not strong enough to warrant the investment in a separate inbound marketing campaign. This is because inbound marketing campaigns tend to generate a higher ROI, as they are more focused and direct, compared to digital channels. Therefore, businesses that do not have strong brand awareness can also benefit from a digital channel strategy, since such campaigns tend to bring in more customers over the long run. Hence, digital channels will only play a part in strengthening a particular brand over a short period of time.
Digital channels are also better options when it comes to reaching out to potential customers. This is because these days, people are much more comfortable buying online, rather than physically going to a brick-and-mortar store. With social media websites becoming the ‘go to’ place for many people when it comes to shopping, a digital marketing campaign that does not focus on this platform may not have the desired effect on the majority of customers.