Basically, digital marketing is online marketing. Marketers use this medium to promote a product. However, this form of marketing is entirely different from traditional marketing. Digital marketing consists of other methods and channels. In simplistic terms, digital marketing is promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves use of channels and methods that enable an organisation to analyse marketing campaigns and understand what is working and what is not typically in real time. Digital marketing is the very innovative and novel concept in 21st century.

Competences offered by rapidly developing information technology segment have contributed to speed, effectiveness and affordability of digital marketing strategies. As a result, it has become strongly associated with more efficient strategies, optimised resource allocation, increased level of customer satisfaction, greater precision and responsiveness of campaigns and stronger customer involvement. However, it should be understood that digital marketing also has several inherent weak points that should be acknowledged in order to be avoided.

Digital marketing is a method of advertising and marketing through online channels using digital devices. This marketing method basically makes use of various online features like website design, search engine optimisation (SEO) and social media marketing. Availability of various digital channels and accessibility of devices like smartphones and laptops make digital marketing operations more effective in reaching a larger audience. Use of customised techniques and content targeted at intended customers helps to improve engagement and brand loyalty among customers leading to increased sales.

Purpose of this article is to know about Compensations and Difficulties of Online Digital Marketing. That what are benefits and limitations of online digital marketing for businesses and companies. Traditional advertising and marketing methods have now developed into modern advertising. In this age of digitisation, reaching out to folks has mainly changed.

Advantages and Disadvantages of Digital Marketing affect your business of course! And you know that digital marketing benefits businesses of all sizes by giving access to mass market at an affordable price. Unlike TV or print advertising, it allows truly personalized marketing. Digital marketing also comes with a number of challenges you should be aware of.

Advantages of digital marketing are numerous among which a few are.

UNIVERSAL REACHING: A website or a social channel allows you to find new markets and trade globally for only a small investment in project or company.

PRODUCT GROWTH: A business is not just about name and products of company, rather it is voice and message of brand, which is needed to be established in market so that not only brand receives a wider reach but also people look upon brand as a trusted name. Main advantage of digital marketing is to build brand through direct campaigns and personalised content with perspective of bringing customers much closer and make them experience unique proposition and value of brand.

PERSONALISATION: If your customer database is linked to your website, then whenever someone visits site, you can greet them with targeted offers. More they buy from you, more you can refine your customer profile and market effectively to them.

LOWER COST: Cost-efficient nature of digital marketing is immensely advantageous for businesses. Spending on digital marketing in comparison to traditional marketing campaigns is very less. Digital marketing methodology is easier to implement with a limited budget and infrastructure which is beneficial especially for small businesses.

CONVENIENCE: Advantage of digital marketing is that it makes brand accessible to customer as there is always a chance that existing customers may want to leave reviews for a good store experience and place a recommendation for their friends as well.

Though digital marketing has been one of best technological advancements for a business of all sizes, it has also its fair share of downsides and challenges that you should be aware of.

EXTRAORDINARY OPPOSITION: With growing numbers of users, a digital marketing platform has been one of toughest competition there is. According to a study, 90 percent of mobile phone users are not certain of brand they want to buy from and about 33 percent have purchased from a different brand than one they had in mind, because of information provided by another website or brand. TIME OVERWHELMING: Tasks such as optimising online advertising campaigns and creating marketing content can take up a lot of time. It’s important to measure your results to ensure a return-on-investment. SAFETY AND SECRECY ISSUES: More use of online platforms demands better security and website protection. Security and privacy is main requirement are main requirements for brands and businesses executed by digital marketer. Customer data security and privacy are some of major issues in online digital marketing.

CRITICISMS AND FEEDBACK: Doing customer service online is very challenging. If a customer writes a negative review, it will be visible to whole audience. It will impact promotion of brand and affects its reputation. Negative comments or failure to respond effectively can damage your brand reputation. TECHNOLOGY DEPENDENCE: Digital marketing depends completely on technology. Chances of errors are there. Sometimes landing pages may not load or links may not work. So chances of switching to competitors are more. It is very important to test website and scrutinise contents to ensure smooth working. Millions and millions of people across world are lurking around different digital platforms as we are now in what we call digital age. As this trend continues to grow, businesses whether big or small should also be aware of these and use these to their full advantages. In end to guarantee to reach your business goals fast, you need a professional team who understand difference between advantages and disadvantages of digital marketing and experts who understand digital marketing types very well to increase and enhance sales.

Published in The Daily National Courier, March, 30 2023

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