subject: Marketing Has Many Elements In The Digital World [print this page] Marketing and branding products in the digital age has become a new marketing frontier. And in this environment, you occasionally hear of a great marketing success with a film or image that goes viral through social media sites. There are several possible avenues for making a digital impact for your business. Whether you are looking to increase local visibility and awareness of your product, or trying to get a national presence, digital marketing can do two things for you. First, and primarily, maintain a certain amount of visibility in front of your target audience on an ongoing basis. Secondly, it gives you that shot at going viral and allowing your product or service to propel you into a different level of marketing success.
Of course, it is not enough to go get a profile on one of the popular social medias, or just post a video and get instant results. Most of the successes that come from social marketing have come after an abundant amount of research, and they have identified their target market, recognized their online browsing habits, branded their product to be appealing, and made their presence known, all without coming across as too much of a sales pitch. This is the general approach for anyone that is exploring the exciting world of digital marketing.
This is also where many of the standard marketing disciplines take over. Branding, which defines your product and gets your company culture firmly defined, can be promoted digitally. Savvy internet consumers are quick to turn on products not presented well, and not constantly changing their look. Professional branding can give product a fresh look. Market research helps you make sure that your advertising efforts, and therefore dollars, are being spent on those customers that have a real chance of buying your products or services.
Then you have the marketing campaign. Even before you decide to spread your message digitally, you are going to have to figure out what your message is. As with old fashioned television advertising, your message is going to be the culmination of your branding and your research. This is what you say to that target market to get them to look at your beautifully branded product. This is where a solidly landing message, delivered with simplicity and consistency, motivates your customer to buy. One of the best ways to deliver that message is with a video presentation. When thinking commercial, most people think television. This conjures up images of a thirty second or one minute commercial that may or may not have someone giving a verbal presentation.
These days video rules are changing. Commercials are much shorter on the internet, and much more is read into the quick glimpses that a consumer does see. This provides opportunity in that a good image left in this way can motivate without pitching. The pitfalls are in that once an impression is left, good or bad, it cant be pulled back. This leads to the conclusion that to sell your product in the digital market place, you are going to need to hire someone that knows the digital landscape and that has the traditional marketing experience to present a good product.
