Use of Digital Technologies in Marketing
- Marketing

Use of Digital Technologies in Marketing

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Digital marketing channels have many advantages that make it possible to take digital marketing to a new development stage. The main benefits of digital marketing include, first of all, the ability to accurately obtain and measure results and effectiveness. Secondly, with the help of digital tools, it is possible to reach more than a thousand users from different countries of the world relatively quickly in one advertising impression and receive information from them and quickly analyze it. And finally, digital technologies can be used by many users globally, primarily through the worldwide network; they provide the ability to respond to Internet users’ target audience flexibly.

However, not in all cases this or that channel is effective. The art of the marketer is to apply digital marketing channels skillfully. For example, contextual advertising will be effective when promoting a brand among a small target audience. The effect will be given by contextual advertising among potential consumers who have this type of advertising so popular. On the other hand, if the company produces a product for which advanced young people are consumers, it will be appropriate to use the advantages of a social network, mobile applications, Internet advertising, and viral content to reach a significant number. Thus, having unique opportunities, digitalization has created a whole range of benefits of digital marketing.

The massive active audience characteristic of the social network allows you to promote your brand, expand your audience and engage in active sales. With the help of SMM, it is possible to find a loyal audience and increase its activity while receiving feedback.
The company’s face, its business card is the Landing page (or the whole website), where consumers can find all the information about its product. Whether a site is effective or not can be judged by conversion – a ratio that shows the number of buyers’ ratio to the number of site visitors—measured as a percentage.

To increase brand awareness, expand the audience, increase user loyalty, some companies use such a tool as strategic partnerships, which makes it possible, through cooperation, to establish good mutually beneficial relationships with partners that are not competitors of the company.

In the modern period, firms are most actively using such digital marketing tools as marketing influence, contextual advertising, targeted ads, and advertising in mobile applications. For example, to influence users and draw their attention to a company and its product, they use authority or a successful company that is not its competitor.

A digital marketing tool such as native advertising is actively developing and gaining momentum; also called natural advertising, branded content. Native advertising is focused on specific values for the audience and has educational, informative, and media value for them. This advertisement is different from traditional advertising, and therefore the audience treats it positively, and with its help, it also avoids banner blindness.

Compared to traditional banners, native ads have an 18% higher intent to buy online. Research has shown that 52% of consumers intend to purchase after viewing native ads and 34% after viewing regular ads. In addition, the majority of those who have already bought the advertised product (71%) answered that they began to identify with the brand after viewing native ads.

As you can see, the advantages of native advertising are pretty significant. However, before you start using this tool to promote a resource, you must familiarize yourself with its disadvantages.

So, it is weak, compared with banner advertising, can adapt to the expansion of requirements and an increase in the volume of problems to be solved.

The disadvantages of this type of advertising include the high cost. This explains the use of native advertising mainly by large companies. Although, one can argue here. There is still no uniform standard for this type of advertising. And this is understandable because the market has not yet been fully formed, has existed not so long ago, and requires improvement.

As in any other project, native advertising starts with an idea, gets approval, and ends with the launch. However, unlike banner advertising, its implementation requires much more time, and sometimes, while it is launched, it may lose its relevance.

Use of Digital Technologies in Marketing

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