Technological developments, such as the telephone, television, personal computers, etc. have influenced marketing in a large number of ways. The latest and perhaps the most profound impact on business and marketing has been the introduction of the Internet. We can think of the Internet as a worldwide means of exchanging information and communicating through a series of interconnected computers.
This wonderful technology provides marketers with:
- Faster, more efficient, and more powerful ways to handle designing, promoting, and distributing products.
- Doing research, and collecting loads of market information almost instantly.
This type of marketing is known as Digital marketing. The marketing undertaken over the internet and carrying on the transactions on the computer network is termed digital marketing. In digital marketing, the marketer can visit the customer virtually via the internet at his own convenience and present his products.
The customer to visits the marketer’s office virtually and at his own convenience, can view all the products, can leave an inquiry, and examine pictures and details of the entire product which a marketer is offering.
Digital networking refers to linking companies or individuals and can be accomplished by using some form of telecommunications. Companies or individuals can create an electronic network to share a variety of ideas, information, views, and data, and perform various tasks. Internal electronic networks are called intranets.
The commercial application of the Internet became possible with the creation of the World Wide Web and several tools to access websites. These include browsers, directories, and portals. Firms create their corporate website and post vast amounts of information on it that includes product descriptions, operating instructions, invitations to suppliers to submit bids on the company’s planned purchases, and contacting salespeople.
Some Information on websites may be accessed by anyone and other may be restricted and accessible only to those with a password. Anyone with a computer and an Internet connection can access websites sitting anywhere in the world and buy or sell products and services.
Customers enjoy greater control of interaction with marketers and have easy access to comparing prices. More product customization and flexible pricing are possible. Consumers have access to more quantity and quality of product-related information, not directly under the control of markers.
The use of the Internet permits companies to collect marketing research information at reduced costs and manpower involvement. Wherever feasible, companies have shortened distribution channels to reach customers and are using a variety of methods to minimize any possibility of channel conflict or sales force complaints.
Internet marketers have to make their websites attractive to the right target audience so that they are motivated to visit their specific websites. Developing and maintaining a website requires considerable effort to attract visitors to the site and, to encourage them to return to it, again and again, requires creativity, effective marketing, and regular updating of the site.
Depending on the product category and the company’s marketing objectives for the Internet, a website can be just a simple source of information about the company and its products or a powerful tool to build brand image, a means to offer samples, or generate sales leads. To achieve promotional objectives, companies use banners, sponsorships, pop-ups, pop-unders, e-mails, interstitials, push technologies, contests, sweepstakes, etc.
The major concerns companies have to relate to service backup and security related to transactions on the Internet. It is particularly security from consumers’ point of view that discourages them from recording a credit card or personal information on the website
Digital marketing will continue to grow and evolve. So far, the costs of using the Internet and the widespread unavailability of broadband are major deterrents to its faster spread in India. Many companies are gradually spreading their network of broadband Internet services in different parts of our country and the future holds much promise.
For Example: Nike #MakeItCount Campaign
In early 2012, Nike introduced its #MakeItCount on a social media website, it was a digital campaign. The campaign kickoff began with YouTuber subscribers Casey Neistat and Max Joseph launching a YouTube video, where they traveled 34,000 miles to visit 16 cities in 13 countries.
They promoted the #makeitcount hashtag, which millions of consumers shared via Twitter and Instagram by uploading photos and sending tweets. The #MakeItCount YouTube video went viral and Nike saw an 18% increase in profit in 2012, the year this product was released. It was a voyage that included stops in Zambia, Doha, Bangkok, and many other places.
Another Example can be seen in Oreo’s “Daily Twist” campaign – playing on the “twist, lick, and dunk” ritual followed by many Oreo fans. The campaign offered an eye-catching ad each day that reflected the latest happenings, pop culture news, milestones, or celebrations taking place in the world. The artwork featured images of the iconic cookie and perhaps the usual Oreo and a glass of milk.
The campaign started on 25th June 2012 with a bold move of showcasing an image of the cookie, stuffed with rainbow filling to celebrate Gay Pride Month. It was run on Facebook to attract viewers and share the success of the brand for completing 100 years of existence.