Digital marketing is the process of offering or advertising products online which has value for customers. The online channels used are social media like facebook, instagram, linkedln and twitter and through the website.
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| Digital marketing |
Outbound marketing
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| Inbound and outbound marketing |
The early marketing strategy used was outbound marketing. In outbound
marketing the product or services are offered with the interest of
manufacturer or the service offered person. The interest of the
customers are not taken into consideration in the outbound marketing.
And also there is no provision to take the analytics of the marketing
strategy. So the outbound marketing is cost ineffective. There is no
provision for two communication between the marketer and the customer,
for example news paper advertisement.
Inbound marketing
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| Inbound marketing |
Inbound is a method of attracting, engaging, and delighting people to
grow a business that provides value and builds trust. As technology
shifts, inbound guides an approach to doing business in a human and
helpful way. Inbound is a better way to market, a better way to sell,
and a better way to serve your customers. Because when
good-for-the-customer means good-for-the-business, your company can grow
better over the long term.The inbound marketing has wiped out all the
drawbacks of the outbound marketing. Inbound marketing can save time in
the marketing process and so it is cost effective. With inbound
marketing we can reach to a wide audience in comparison to outbound
marketing. An inbound marketing strategy can include a number of
different channels and types of content to attract prospects and
customers to your website. But inbound marketing is just one part of a
larger movement in the business world. It's the foundation for the idea
that it's not enough to just attract people to your website; you have to
continue to help, support, and empower them well after they become a
customer. That's how your business grows -- by keeping Marketing, Sales,
and Service constantly focused on how to help current and future
customers.
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| Digital marketing trend in 2109 |
In India, Digital Marketing started to get visible around 2010. With the entry of eCommerce players like Snapdeal & Flipkart, the digital marketing arena started to pick. The industry growth between 2010 and 2019 has been tremendous. Various figures on the internet about Digital Marketing in India peg the growth at 25% to 40% on an annual basis.
Influencers impact
Marketing influencers say that they primarily use a marketing automation integration strategy in order to achieve objectives such as improved campaign effectiveness (57%) and alignment between sales and marketing (53%), per a survey [download page] from Ascend2. And on the whole this strategy is paying off, as 95% of respondents say their marketing automation integration strategy is either somewhat successful (55%) or very successful (40%) in achieving these set objectives.
Perhaps spurred on by this success, marketers are putting their dollars behind marketing automation – as is the case with marketing technology budgets generally. Almost two-thirds (64%) of the 277 professionals surveyed project a moderate increase in their total budget (which includes time, resources and expenses) to integrate marketing automation into their overall strategy, while close to one-quarter (23%) expect their budget to increase significantly.
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| Challenges to influencers |
That being said, what do marketers consider before investing in a marketing automation system to integrate? First and foremost, more than half (53%) look at the total cost or pricing model – showing that even as spend is likely to go up, it’s likely to be carefully considered.
Ease of use and the learning curve is another important factor that almost half (47%) of respondents consider, while 4 in 10 say that analytics and reporting are also important. Taking these two factors into consideration makes sense considering findings from a survey by Spear Marketing Group which found that, for B2B organizations, marketing analytics is one of the most difficult skill sets to hire for.
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