The potential of digital marketing

1

Reach

More people can be reached today via digital than by any other platform.As per the latest Internet Trends report, over half the world’s population is online.

2

Engagement

Digital is the one medium where consumer engagement in the form of enquiries, feedback and social forwards is possible. The most important type of engagement are enquiries or leads; these are of great importance for many, though not all businesses.

3

Impact

Many more creative formats and creative unit sizes are available for use than are available in other media.

4

Flexibility

It is possible to start, stop, pause, restructure and monitor digital campaigns much more easily than campaigns of other media.

5

Versatility

Campaigns can be set up and run optimally for any one of several marketing objectives: awareness, reach, consideration, leads, calls, sales & store visits.

6

Targeting

The medium has phenomenal targeting capabilities. Geographic, demographic, psychographic, behavioural and content-based targeting are all possible. The width of options exceeds that available for print and other media, including we believe for TV.

7

Sales

Digital is almost the only medium where sales can directly happen (E-commerce websites). TV shopping channels are one of the very few (though less popular) alternate options.

8

Measurability

Just about everything done by consumers online is measurable. And this data is availability near instantly and is fairly granular, allowing detailed analysis.

9

Ai-Led

Digital has begun actively leveraging machine learning / artificial intelligence. For example, Google, which is a leader in this field, has over the last year or so made good use of it’s expertise in enhancing the capabilities of it’s own Google Ads.

10

Cost

Digital is a medium known to incur lower absolute costs vis-a-vis press and TV.

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