Navigating the Digital Marketing Space – The Hindu BusinessLine
In April 2021, 4.72 billion people, who make up over 60% of the world, used the Internet. Every day, around nine lakhs of new people join him. Given the large audiences available, it is very natural for every brand to reach and connect with consumers, who are increasingly becoming an integral part of their digital lives.
The authors of the book are three established digital marketers. Vikas Chawla, co-founder of Social Beat, a Chennai-based digital marketing agency founded in 2012; David Appasamy, Head of Brand and Strategy, and Nandita Raman, Associate Vice President, Social Beat.
To begin your digital journey in a linear progression with the authors, you have to mentally move to the Serengeti in Africa. Every year, millions of animals take an 800 km journey to escape the barren and arid lands of Tanzania in search of lush green pastures in the Masai Mara.
The authors seem to find a strong correlation between the digital migration of humans and the migration of animals. which can be seen in the Serengeti.
The book divides the digital journey of brands into an upper funnel, a middle funnel, and a lower funnel. It also has sections on measuring and driving business results, the digital future and the section that I found very useful, which is aptly titled “jargon breakers”.
Upper Funnel aims to build the brand and make its audience aware of its identity and what it has to offer. According to the book, a brand’s digital journey must begin with the marketing goal, and every part of the digital strategy must flow from the marketing goal. The authors encourage brands to answer three questions they believe will help formulate marketing goals. These questions are simple but fundamental: “Why are you here? Who are you here for? And what is your brand promise? “
Middle Funnel aims to gain the trust of the public and impart more knowledge about what the brand has to offer. To achieve this goal, brands have three opportunities in the digital space: proprietary media, acquired media and paid media.
Owned media are any digital asset that fully controls the brand; for example – website, apps and to some extent social media presence. Earned media is the coverage that a brand gains by building its authority, credibility and goodwill and paid media, as the name suggests, is brand communication available through paid, for example digital advertisements.
The lower funnel is about converting leads into loyal customers and driving a return on investment (RoI). In this funnel, brands refine their targeting strategies by understanding the different options offered by platforms like FB, Google, YouTube. Going through this section, one cannot miss the huge difference between targeting possible on digital platforms and traditional media. As digital platforms capture huge amounts of data, they have developed the ability to target based on intent.
Power of platforms
In traditional media, the only targeting possible is based on audience characteristics. Depending on the digital evolution of the reader, this section can be revealing as marketers can understand the real power of platforms when it comes to helping them with the audiences they want to reach.
This section also introduces traditional marketers to new terminology such as Custom Audiences, Lookalike Audiences, RLSA, Market Audiences, Affinity, Remarketing, Programmatic Advertising, and more. Emerging digital ecosystems such as e-commerce and OTT platforms are also discussed in this section.
Once marketers are familiar with all three funnels, they are introduced to the concept of measuring and driving results and business results.
Here too, the greatest opportunity offered by digital media is the ability to continuously analyze, adjust and optimize strategy to improve results.
This section also provides opportunities for online and offline integration and provides insight and possible solutions to the biggest challenge facing digital marketers in terms of attribution of results from marketing initiatives.
The final section of the book focuses on the future of digital in which artificial intelligence (AI), virtual reality (VR), augmented reality (AR), voice commerce, opportunities with vernacular content were discussed.
The section that I found very useful is on marketing terminology and jargon. In my personal experience, the biggest barrier to any transition is the language and terminology. Once we start to understand the terminology, we grasp the discussions and gradually we become a pro. The book spends around 20 pages to simplify 156 words used in digital marketing. These words are grouped together under social media marketing, content marketing, SEO, digital advertising, design, user experience, and website development.
Another very useful aspect of the book is an overview of real-life case studies that Social Beat delivered to its clients. These case studies fall into different categories and are broken down intermittently into the relevant sections. For example, in SEO and organic user acquisitions, readers learn about the challenges faced by Mfine and Zest Money and the strategy Social Beat uses to get results.
There is good knowledge on various aspects of digital marketing, thanks to the work Social Beat does for clients such as Tata MF, Tata Cliq, Boat, Malabar Gold and KhataBook.
This book is pretty packed in 200 pages and offers a good overview in very simple and to the point language.
As every aspect of digital marketing is huge and requires specialization, the next step after reading this book will be for marketers to decide if they want to explore a particular area of digital marketing and dive into it by researching. the right resources.
The examiner is Business Head, Digital Media, The Hindu group