Digital Marketing is like when you are trying to launch a product you might sit on a shop and launch a product but only the people who visit the store will be able to see a product but how effectively you sell that particular product it’s very important, that is the reason what you do is that you either put posters or either put a logo.
That we do this sort of service or we also provide the sort of that is a product, but if you come along with digital marketing you have been able to reach the wider audience, where the audience is precise to what your product is all about. If you have a beauty related product I know that you know who will be the target audience for that, that is the reason of product is being launched, So targeting that direct audience and getting reap the benefit out of it is very important that is the place where digital marketing come into existence where you have a product you are able to sell it to the store.
But you have not been able to get more attention to the particular product but when you go ahead and bring that particular product online you have been able to gauge million of you that viewers on that particular website.
Introduction of Digital Marketing
It is promoting your business through digital channels like the internet, website, email and many more, So digital marketing can be search marketing for example. If you want to buy a particular product you go to Google and you search that particular product and you see different websites that are selling these products depending upon which website sells with the least price you go ahead that is search-based marketing.
When you talk about social media marketing, everybody is right now on Facebook, and Instagram. People are on multiple channels so these particular multiple channels help us to gain brand awareness for a particular product. So through this what we are trying to do? We are trying to engage our audience, we are trying to make sure that the audience, which is there, is able to see my product or services we are selling.
Once the social media marketing is in place every company what they do is that they build customers they build loyalty from there because it will help us when you launch a new product in the market you already have so many of subscribers already registered with your product at once, that is the best part of social media marketing.
We also have mobile media marketing in place. You know that whenever you go ahead and register a particular app you always receive a text message on your screen that you have to allow your location, you have to allow the particular app to read your message the way we collect the data to go ahead and engage you.
Digital Marketing Influencer – The ability to create an effect, drive distinguishable outcomes, and change behaviors online.
Influence = Trust + Reach
For Example- There is a person, who is a very enthusiast on knowing about the electronics, if I go ahead and see a number of products online and about to know how it works, depending upon how these products work, I will be able to know how many companies are building this particular product and what is the rating of these particular companies. If I’m interested in a product I’ll definitely go ahead and buy the product from the same company that is called influence because I am being able to see a particular celebrity or person might be advertising the product, once I go ahead and see for that it’s an influence that has arisen me that I will go ahead to see and buy the product. After that, once I use that product it creates a trust in me to use again because I am happy with that product.
So, let me give the stats of the influence marketing from an influencer, who has more than 500,000 follower rate per post on Instagram have gone up from 1.5 lakh to 7 lakh per post that means the digital marketing influencer those who have the rates the amount of the companies pay to them for posting that particular product or services the same there are multiple influences there are maybe Nano Influences, might be micro-influencer and super influences also micro influences were less the 5000 to 30000 followers their rated are up to 3000 to 18000 as per the economic time.
Influences Market trends- According to the stats, influencer marketing is expected to up to 10 billion by 2020. At this point of time goggle is also increasing in multiple platforms in India to go ahead because goggle as a company wants to launch such sort as products which are there in the market and they want the users to buy that is the reason they are going ahead and getting in touch with those companies, who have been able to influences.
For Example- JIO launched the Jio glass last week. The major influence is the back end was from google glass that is the difference of influencer marketing. We are bringing technology to India and we have been able to grow from here that is the best part of intensive marketing. Also, u know that once the product is being launched there would be multiple celebrities who Would be using that particular product. These celebrities will have multiple followers. If a single celebrity posts a particular product on an Instagram post or Twitter he’s been able to reach millions of users or millions of followers that is the best part of influence marketing.
When we talk about the different types of influences,
- The Nano influences those who have followers between 1 K – 10K
- Micro Influences those who have followers between 10K-50K
- Mid Tier Influences those who have followers between 50K-500K
- Macro Influences those who have followers between 500K- 1 Million
Mega Influences those who have more than 1 Million and these might be the biggest celebrities of India or any other abroad who go ahead and post a particular product on Instagram or Facebook.
Now, if you are going ahead and running a digital marketing company or you are a digital marketer what do you do? You have the data you have the advertising but you need to make sure that the people know what you are saying? You have the clicks when you know about the terms like clicks and impressions, you will be able to see that the impressions are very high which means the brand awareness of the product is high.
Impressions will drive brand awareness and brand awareness will help us to gain much attention from customers. So, in common terms we will be able to understand but when we are trying to go ahead and say in front of our leadership or we are trying to say we need to build a story. Like that is the reason we have goggle trends in place. It will help us understand what is the situation of the particular product at a particular time, whether the particular would be sold, whether we need to stock the inventory or whether we need to lower down the inventory that will give us the entire details from the google trends.
Depending upon the particular google trends we will be able to gauge what would be a business performance for the upcoming months. Every company nowadays goes ahead with the holiday season. Why do they work with the holiday season because they know that at this particular time of holidays we need to make sure that the stocks are up, we need to make sure that we have inventory in place?
Let’s take an example of Diwali, you know that at this point in time people try to buy the products more and more. That is the analysis of what sort of stock and what sort of inventory we required for the festival.
Depending upon that every company after gauging the entire details they have business stocks, what would be the inventory they need to keep in the warehouse, what would be the approximate sales, and what is the benchmark? they have kept for the last year.
Now, what do you think about the best part of influence marketing and how to reach?
Let‘s take an example – If you are going through a Facebook page and if you see an image and scroll up but when you see a video that is somewhat related or it’s like a motivational video if you stop for video and you see the entire video because videos have the maximum engagement rate that is is the reason you might have seen.
Companies like OLA, UBER always bring up their stories of drivers how they are earning, how they are living their life because they know that they will just post coupon code on social media but still they won’t be able to gauge more audience or also won’t be able to drive brand awareness that is the reason they post short videos to gauge the attention of the customers.
So most of the companies when they launch their product, they always create a short video for out of bored scenarios for how the product will look, when it comes to you, how you can assemble the product. That will help us engage. What are the benefits of the product, how the product can easily be customized, when you go ahead and see youtube on this particular scenario that a product is being launched and you will always see a link before it or below or above the videos, see that link to buy that product?
The companies do this to first of all show you the brand Awareness, The usability of the product and how it would be helpful for your home needs depending upon that they also post links, so that if you want to buy a product, they will give you a coupon code on the t screen itself so that if you go ahead and place the order, Now you will be able to read the benefits of the coupon. That is the best part of BRAND AWARENESS along with sales, which helps in ROI.
The motion contains like GIFS will also right now on high demands because, at this point of time, I know that the people will not be able to mean the business doesn’t mostly rely on videos, they also rely on gifs you because you cannot go ahead and share the videos to N no. of users on a different platform like Instagram, WhatsApp but the gifs play a very important product because gifs can easily be gone ahead and it will be shared on the WhatsApp about the launch of a particular product. That is the best part of VIDEO ADVERTISING or DISPLAY ADVERTISING in the form about motion videos.
Videos platform – Short-form videos platform- Instagram, TikTok, Snapchat Long-form videos Platform- IGTV, youtube, Facebook
When we talk about the videos what are the percent videos get 135% more organic reach than the others? Users spend 3X more time than watching live videos because users want to see what you are doing right now? What is the company product doing right now?
Exa- Santro, which was being launched two years back. It was a live video when a particular celebrity launched it online. That gains the importance of how many bookings of Santro which we had in India white. That is the best example of going ahead with live watching and launching a particular product.
Reasons for brands to collaborate with the influencers-Reasons are:-
- Brand Visibility
- Direct leads/Product sales
- Creative campaigns
- Loyalty from the customer base
- Battle social media.
For Example– Started a very new company, the product is very new to the market. It’s a niche product people hardly know about a particular product, but if you reach the influencers, who are going ahead and using these sorts of commodities. It will help us in gaining brand visibility for that particular product. Suppose if today a particular bank launches an app, when you talk about the banks launching an app they were able to sell that app to only the existing customers but, bringing the celebrity in place and promoting a product for that bank app.
it will help us for gaining more brand visibility, also their particular apps help you to go ahead and login & create the account that will help us for getting more conversions you will be able to get direct leads from there and that would be again a creative campaign because at the celebrities don’t go ahead and promote the product they will first showcase. the need for how you can do, what is the base to go ahead, and transact with the bank that is the reason.
Nowadays the app industry is totally successful in India because everything can be registered with an app with a click of a button. If you talk about going 10 years down the lines for 10 years you were standing in a queue to go ahead and make the payments but right now sitting anywhere you can make payments of bills. Also, it helps us to gain the loyalty of customers’ base because these are secured apps.
You know that if any failures come to the company would be liable for it, so that is the loyalty which they achieve also a battle in the social media crisis, because at that point when the entire pandemic is their people are mostly spending times on Facebook and other media channels, if you are promoting a product on these particular you will be able to meet the crisis and you will be able to sell the products from there.
Example.- GEOMART, Which recently launched that if you go ahead and check the entire details they launched during the pandemic, because that was like a social media crisis when everything was people were not being able to buy things, now they have launched because they know that they will be able to gauge the sales from there.
How to become a digital Marketing Influencer –
First of all, you need to make sure that you have a website or content in place, “The thumb rule is to ensure that you know your area of expertise well”.
Like- if you are thinking of launching a product you need to make sure, who would be my audience, where should I reach, on which place should I sell these particular products. These things you need to make sure you have in mind before launching a particular product.
The key area will help you to reach out to people in a small group and establish yourself as a micro-influencers.
1. Create Content:- Content needs to have a vision for your followers should focus on inspiring, engaging, and educating them with a perspective that is completely yours. If you don’t have corporate content and you make your own content, it will be helpful for google bots or you can say the algorithms to read that this is original content. content should be different from others.
2. Promote the content: – Determine the digital platform where you intend to attract and engage with prospective followers.
You need to make sure that where you would promote that particular content, promotion of the content needs to be kept in mind that what channels you will promote, what would be your target audience.
3. Share your content:- At what time of the day would you share the content, most of the messages which you receive or the most of emails which you receive on the promotion, you see that these particular promotional emails have been sent to you between the 11 o’clock in the morning or in the evening 5 o’clock because that is the best time when the people share time on social media.
Follow the 80:20 rule, spend 80% of your time in marketing your content, and 20% in creating it.
Push your content on various social media platforms first to get your followers to share it in the network.
4. Be Consistent:- You need to make sure while sharing a particular content to your audience it should be very concise and consistent like- if you go to there are multiple tools in place like- if you have the buffer, the Hootsuite there are different tools in the marketplace, where you have the entire details, when and where and how to share content in all the digital marketing platform, so you need to make sure that you have to be consistent. If you are sharing content at any time you have to follow the same rituals.
5. Manage your content:- Maintain content – influencers = 3R= Reach +Repetition+Reaction .
Reach- The amount of people, who are in your network or to whom to content has reached.
Repetition- The act of creating regularly so that you are consistent in posting content regularly on your chosen platform.
Reaction- The way reacts to comment, criticism. It is important to listen to criticism by your followers and act on them if the feedback is valuable.
6. Research on Existing influencers:- It helps understand the areas of importance but also helps in finding key areas that are not widely covered by other influencers.
Wherever you go ahead and share the content or you ask the influencers to share your particular content of yours, you need to make sure that you also do research of it, that doesn’t mean a particular person who is a gauge of a traveling person because he always shares the post of traveling and you ask him to promote a product like- electronics then he is not a good influencer because people are following him because he is travel person. That is the reason you need to make sure that you research your influencers and existing influencers which you have and then only you take a call who would be your next influencer or whether I should work with this influencer or not.
7. Following / Follower ratio:- The number of followers, which you have should be more than the number of followers because if you are following more that means you are sending a post and spamming those. So you need to make sure the following should be less than followers. Followers more mean people are interested in you, they want to know about you & your organization.
8. Hashtag:- You can also use of hashtags in place to make sure that for exa- if I use hashtags for a particular product which is utilizing for the home decor, I need to make sure that I hashtag a home record that particular product or services will show on the homepage of that.
Future of Digital Marketing-
• 86% of all digital display ads will be presented via automation, By the end of 2020.
• It has a high engagement ratio, So the conversion rate is also high.
• By end of the year 2020, 50% of the global 2000 will see most of their business depending on their ability to create products and services.
• It’s limited to the roles and is no longer limited to the CIO.