Digital Marketing session 1
Traditional Media: The business communication was done through traditional mass media such as News papers, Magazines, Televisions, Radio, etc. It is one way communication. But there is no specific target audience in this media. Here we cannot measure accurately the ratio of leads vs. publishing. And it is very expensive. As well this media is helpful to create brand awareness.
New Media: New Media is the new way of business communication through Internet, Mobile phones, and other electronic mobile devices. Transparency is the key point in this media. Means we do fast communication and will get feedback. Thus we can measure the ROI. It is the matter of budget and business. And it reaches the specific targeted audience.
Role of Digital Marketer: The digital marketer has to Identify the source of the business, and to use the digital media like internet, display advertising and others in promoting the products of the clients to their respective audience.
There are two ways of digital marketing:
1. Push (Outbound): It is just create and promote the content or specifications of the product. TV, Radio, News Papers, web site, emails are the examples
2. Pull (Inbound): Where as in Pull media the customer will seek for the content. Web sites, blogs and streaming media are the examples in pull media. SEO, blogging, social network, etc are examples.
In New media (Internet email, social, mobile) one can have the customer profile such as gender, age, location, preferences, etc. We can measure the number of clicks, views, and thus analyze ROI.
Digital Advertising revenue spent by major industries in India is Travel agencies, Banking and financials, telecom, auto, online publishers, consumer durables, IT, FMCG, education, electronic media, and others.
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