Internet Marketing -Traditional Marketing Integration
Here is what most businesses think will be the latest digital marketing technique to uplift their business and financial benefits. Content marketing is by far the most sought after trend followed by mobile internet marketing, social media marketing, search engine optimization, paid search marketing such as pay per click (PPC) and so many more methods. While traditional marketing methods such as television, print advertisements such as billboards, newsletters, and newspaper print ads cannot be totally done away with, they need to be augmented with digital marketing to propel the business into echelons of success. To understand this shift in marketing trends it is necessary to understand that it is because of the changes in consumer use of digital media and technology.
Consumer purchase behaviour has begun to heavily depend on information obtained from the internet. The complexity in behaviour increases as a consumer researches atleast 5 websites over a period of 35 days for information on big purchases like electronic items, wearables, insurance policies, vehicles and even cosmetics. Digital market has become an open market for all sorts of business and with the increase in access to the internet via various means such as laptops, tablets and smartphones this increases marketing complexity. As easy as it has become to reach potential consumers, competition in the field has highly increased. Businesses need to get noticed.
As years go by, the increase in mobile usage keeps increasing tremendously. The number of mobiles sold is ever increasing along with the number of hours consumers spend on digital gadgets such as mobile phones, laptops and tablets. A study suggests that the average time consumers spent on these gadgets was close to 5 – 6 hours per day. Now that you know where to find your potential customers you need to implement strategy to reach them ahead of your competitors. There is a high demand for quality content and access to information. It does not mean that one has to go all out on the information of product but enough to keep the consumer engaged and turning them into potential buyers.
The greatest challenge for businesses is to integrate digital marketing and traditional marketing. Most businesses are younglings when it comes to digital marketing. They already have a marketing team which probably is not well versed with digital marketing. The best thing to do would be to push existing marketers through digital transformation programs. Over ambitious businesses may go all out and hire the latest digital marketers but over time it is time and money wasted to have two separate teams for digital marketing and traditional marketing. It would be in the best interest to integrate them and create a thorough multichannel strategy for marketing.