CONVERGENCE & THE CASE FOR DIGITAL MARKETING..

With the creation of Web 2.0, we are seeing the emergence of a new type of digital consumer, who is no longer simply a passive 'site-seer' on a fixed consumer journey but an independent explorer craving freedom, adventure and companionship. The challenge for businesses and advertisers is to engage with the active digitraveller as well as the passive digitourist. – Sarah Morning, planner, OgilvyAction 

‘The rise of digital communication in the late 20th century has made it possible for media organizations (or individuals) to deliver text, audio, and video material over the same wired, wireless, or fiber-optic connections. At the same time, it inspired some media organizations to explore multimedia delivery of information. This digital convergence of news media, in particular, was called "Mediamorphosis" by researcher Roger Fidler in his 1997 book by that name. 

Today, we are surrounded by a multi-level convergent media world, where all modes of communication and information are continually reforming to adapt to the enduring demands of technologies, "changing the way we create, consume, learn and interact with each other"

Convergence in this instance is defined as the interlinking of computing and other information technologies, media content, and communication networks that has arisen as the result of the evolution and popularization of the Internet as well as the activities, products and services that have emerged in the digital media space. Many experts view this as simply being the tip of the iceberg, as all facets of institutional activity and social life such as business, government, art, journalism, health, and education are increasingly being carried out in these digital media spaces across a growing network of information and communication devices. ‘ (Source; Wikipedia ).

This interplay between the video, audio and data aspects of communications, powered by the powerful communication capabilities enabled by the internet and telecom related advancements has led to the explosion in the Digital Media space.

The accessibility of the internet over high speed networks with immense capacities and the availability of this in the hands of the consumers with the 3G mobile handsets and smart phones has fuelled the flow of data, voice, images and videos across networks, regions and communities thus giving the oxygen required for a rapid growth of the Digital Marketing industry.

Consumer, armed with this power has turned out to be the central point of all communications today and has the power of making or breaking brands and organizations through the viral effect of his/her conversations.An integrated marketing approach hence forth, has to take into account the accessibility and interactive nature of the various communication platforms in the audio, video and data spectrum like, Radio, Televison, Press,  Computers, Mobile devices. It will be interesting to note that all the various activities that  a traditional marketer has been doing have now been taken to a different level with the added feature of interactivity and precise targeting that has been enabled by the technological advancements as captured in the Digital Media space.

Our emphasis is on digital marketing because we feel that by harnessing the power of the web we can overcome language barriers as we expand globally. We also believe that an image speaks a thousand words and images and music transcend language. Combining the web and placing an emphasis on image and sound can be extremely powerful when creating global campaigns. – Daisuke Hase, Uniqlo

Various elements of the Digital Media strategy and how they are related to traditional Marketing:
The aim of a successful marketer is to weave a story around his brand or his product, create a context to  engage the prospective customer through meaningful interactions, convert the prospect into a customer and make him/her an ambassador in the future by giving him positive experiences resulting in consumer delight.


The digital revolution has not just arrived, it has well and truly settled in. Traditional communications channels have mutated, fragmented and diversified to create a spectrum of media experiences that give consumers unparalleled options and freedom of choice. – Cate Connolly, consumer insights manager, Universal McCann London 

While  traditionally the marketing has centred around the 4 Ps approach of getting the Product, Price, Packaging and Place right, the new paradigm of the digitally  empowered customer has resulted in addition of another key element to be  taken into account, the individual customer.

To accompany the four Ps of classical marketing, marketers would do well to instill the digital four Cs, around conversation, collaboration, culture and compensation. – Zaid Al-Zaidy, managing partner, Saint 

In the traditional Marketing world, one comes across a hoarding or an advertisement for a brand or a product. Later, when his need is triggered, he goes to a retail point and purchases the product. When he experiences a delight or a  cognitive dissonance, he has limited options to express his feelings to the outer world, mostly through word of mouth or  messaging.

In the digital world, consumers are searching in the net for information of their desired products. It is possible to precisely target the consumer with a non obtrusive advertisement banner, leading him to the place where more information is provided and his personal details are captured for further follow up.

Follow up can be done through email and also through further targeted advertising that trails his footprint across the net,  convert the target into a customer and serve his need wither through offline stores or online stores. The customer after experiencing the product or the service has at his disposal several online forums like Yelp, Facebook , Twitter , Blogs and various forums, through which he can express his delight or frustration resulting in influencing the future off take of the product from informed buyers.

This precision targeting, interactive nature of the communication, ability to purchase on the net and the ability to influence others through the social web are the new elements to be contended by the traditional marketer. This is where, there is a need for all the marketing students and professionals to be aware of the many facets of Digital Marketing.

Most analogue marketing hits the wrong people, or the right people at the wrong time. Digital is more efficient and more impactful because it can hit only the right people, and only at the right time. – Simon Silvester, evp head of planning, Y&R EMEA 

The aim of the Traditional Marketing approach is to effectively use the various elements of marketing activities through a planned and coordinated effort to result in increased Awareness, Creation of Interest leading to Desire in the minds of the consumer thereby converting him to a customer (AIDA approach)

The various elements of a traditional marketing campaign can be summarized as:

Advertisement and Communication:

Newspaper campaigns,

TV and Radio campaigns,

Outdoor and Indoor Digital and Analog Hoardings and Banners,

Direct Mailers, Newspaper inserts, Loyalty cards

Cold calling,

Infilm/In program featuring campaign,

Celebrity endorsements

In-shop merchandising and advertisement activities,

Events and Sponsorships,

Exhibitions, Roadshows, Seminars

Public Relations & Press Releases

Retailers and Distribution margins, sales incentive schemes to trade and to employees,

Periodic Trade promotions and Discount offers etc.

It can be seen that traditional approach is mostly one-sided in approach and are paid for.

While the ultimate goal of the digital marketer is the same, that is increased sales, market-share at the same time maximize profitability, the tools at the disposal of the Digital marketer are  an extension to the tools available for traditional marketing. He needs to further contend with the increased power of the consumer in influencing the future sales of the clients. This can lead to a huge competitive advantage if leveraged well or lead to a huge handicap.

The Key facets of the Digital Marketing Strategy of an organization are summarized as follows:

Paid for Advertising

Search Engine Marketing,

Pay Per Click campaigns,

Banner Ads,

Video Ads,

Emailers (Intrusive)

Inbound Marketing:

Search Engine Optimisation (SEO)

Social Media Optimisation

Social Media Marketing ( Blogging, Social Networks)

RSS

Podcasts

Content Marketing

Permission based email marketing

Viral Marketing

Other Activities:

Affiliate Marketing

Webinars & Virtual Events

Web PR

Online Reputation Managemwnt (ORM)

While Outbound marketing is considered  mostly paid for advertising, inbound marketing is considered to focus on lead generation through activities that are not related to paid form of advertising and is more long term oriented. Inbound marketing requires spending on creating information block to reach out to user of intent.

The overall marketing strategy of the organization should  take into account its goals and objectives AND a structured approach is required to lay out the following  key elements of the campaign:

A.      Marketing Objectives of the Campaign

B.      Competitor Activity analysis

C.      Proportion of budget that can be set aside for Offline and Online activities

D.      Choice of marketing activity best suited for organization and the nature of its business

E.       Feedback Metrics to measure the effectiveness of the campaign by establishing clear baselines and timelines.

F.       Control mechanism to effect appropriate changes in the campaign for best results.

.More about Digital Media Marketing in http://mastermentoradvisory.blogspot.in/2012/07/digital-media-marketing-what-you-must.html .