How digital marketing is disrupting the marketing space -By Shaurya Vaid from Shiv Nadar University

The term “Marketing” did not develop today. It has existed in the world of business since time immemorial. Marketing has gained significance over the years and has become a branch of commerce which cannot be neglected. Most people reading this article would think of marketing as promotion. But it is a broader term that covers all activities ranging from production to selling to even after sales services provided to customers. Many agree with the fact that marketing is important but there is one question that came to my mind recently and made me rethink about the concept altogether: Is marketing the same even today? Can traditionally marketing strategies be used in modern e-businesses?

Disruption through Digital Marketing

I strongly believe that traditional marketing strategies like brand consistency, movement creation, and social strategy are still relevant but digital marketing is one term that has conquered the world of marketing of late. Digital marketing is a marketing technique that uses technology as a medium to reach out to consumers. Keeping the rapid technological advancement in perspective, digital marketing has become a sensation in the new marketing era. 

Especially today, when important activities like education and businesses have shifted online, marketing too has shifted to an online mode. Instagram and Facebook posters have replaced paper posters and pamphlets that were earlier distributed. Most start-ups as well as established businesses have considered social media as an asset to reach out to more and more consumers across the globe. 

Increased user engagement on social media platforms has broadened the consumer base of numerous organizations. Well established companies like Apple Inc. also use the online mode to launch their featured products like Apple Watch Series 6, iPhone 12 and the M1 chip. 

Digital marketing is spreading across the globe because it has proven to be an effective and advantageous form of marketing. Even start-ups that are relatively new to the market are adopting digital marketing strategies due to the cost benefits offered by such marketing styles. These small start-ups use their creativity to run different social media campaigns and use tools like YouTube and even Spotify Podcasts to establish their brand, leaving a long-lasting visual impression in the minds of their prospective consumers. 

The dos and don'ts

While these digital marketing strategies are effective, they too require a lot of effort. Anything and everything cannot be posted on social media. You can neither post too much information nor can you boast too much about your product or service. A correct balance needs to be maintained between the nature of your content, beauty of your content, amount of content and the frequency of posting the content. Here are a few things which you need to keep in mind.

• Your digital marketing team must ensure that the content posted is short, crisp and related to the product or service that is being marketed.
• The content should be visually appealing and should have the ability to pull more and more consumers.
• Initially, the focus should be on grabbing attention and later, the focus should be on marketing the product.
• Interactive posts, stories and short videos tend to boost the reach massively.

What’s next?

While these are some digital marketing tips, this skill cannot be learnt overnight. Students interested in the field of marketing can take up digital marketing courses online on platforms like Udemy and Coursera to learn more about the various strategies.  

As is evident, this new form of marketing is expected to grow with advancement in technology in the coming years. Marketing plays a vital role in building a successful brand and must not be neglected. The world of marketing is dynamic and is undergoing changes, with new marketing strategies being developed every day. Changing with the environment is necessary to follow trends as well as to set new trends. 

Learning and implementing new marketing strategies is quite common in the field of marketing. While some strategies work for some organizations they sometimes do not work in other organizations. I strongly believe that the marketing space requires creative thinking and rightful implementation to create an immeasurable impact.