What is E-Marketing?
E-Marketing helps to create, analyse and comprehend consumer demand and build profitable customer relationships by using the power of the globally interconnected, interactive web.
The aim of e-marketing remains the same. It is all about acquiring customers and stimulating sales in the future.
Basic Understanding of Digital Marketing
To understand digital, it is very important to think beyond any tool or channel. Digital is not just another set of marketing channels-it is a completely different approach of thinking about how consumers engage with different media, amongst themselves and the digitally connected world around them.
E-Marketing can be considered as an economic system for value exchange where consumer’s attention/interest is traded as currency.
The world wide web is used for either exploring content or connecting with customers.
Change in Consumer Persona
Today’s democratization and digitization are transferring the power from brands to consumers.
As a result, companies are losing control over the marketing mix and customers are playing an active and expansive role over different marketing activities.
The rules of engagement have been rewritten. People are no more passive customers; they are empowered as publishers, editors, and commentators. The conversation is multi-directional and usually uncontrolled by brands.
The Power of Digital Marketing
Digital Marketing is extremely powerful in two ways:
- First of all, the audience can be segregated very precisely-even down to singular points like current location and recent brand interactions/transactional behaviour. Thus, it is easier for the brands to convey personalized and tailored messages to their consumers.
- Secondly, the digital sphere is completely quantifiable-every second and every click by a consumer can be measured and accounted for. In the digital world, companies can exactly know how their different ads and campaigns are performing, which channels are the most profitable, and where the efforts are best focussed.
Key to success in Digital Marketing
- Think Different, Yet Simple
Ideas must be creative and remarkable, yet simple to demonstrate and understand.
Find and select a group of the target audience who are obsessed with the brand’s product and inclined to spare their time and attention to it. These customers may tell their friends and in doing so, spread the word over their interconnected digital networks.
- Sell the values behind the brand, not the product
When you think of “Apple”, what comes to your mind? Best product design, perfectly made; it symbolizes eliteness, the passion for perfection. No one cares about what product it is, but they do care about the brand it belongs to. Branding is sticking to your core values and directing your marketing activities towards what the brand stands for.
- Associate a story with your each new product
Words are easy to tell, but stories are hard to forget. In this digitally interconnected, interactive world, people are keen to know about the inception of the product. How was the product made, from where did the idea originate, how? They believe in the brand and the product, only if they have an associated story to connect to it.
The TCEO Model
The TCEO model is by far the most effective and powerful approach for implementing digital marketing. It stands for “Four Disciplines”
It is the starting point of any digital marketing process. It begins with strategic planning for the digital world. It includes and explores topics such as consumer insights, research, channel planning, concept development and allocation of budget.
Creating is all about bringing ideas and concepts to life by implementing digital marketing campaigns and channelizing platforms. It covers all aspects of creating web assets, from web designing and development to content writing, the making of social media assets, mobile development, and social media integration.
Engaging is about driving traffic to your website and managing profitable customer relationships. Buying and planning of media, email marketing, search engine marketing, social media marketing, search engine optimization and ad management are some of the major activities undertaken.
It is about continuous performance check and improvement. It delivers insight and lesson through analytics, data mining, conversion optimisation and testing. The optimize function must be present at each stage.