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Digital Marketing: The Advent of a New Era in Marketing



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By Trust Gumise


Facebook is one of the most popular media for digital marketing

Facebook is one of the most popular media for digital marketing

Ten years ago the word INTERNET was considered as a first world tool not to ever be embraced by our society, but now with over 4 million people having access to internet via mobile networks in Zimbabwe, the truth is the internet is HERE to STAY.
With the advent of the internet many entrepreneurs have come to realise the power the INTERNET has in successfully growing businesses.
There are a number of tools that are being incorporated into the day-to-day running of businesses but one that stands out is DIGITAL MARKETING.
DIGITAL MARKETING is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.
Digital marketing is often referred to as ‘online marketing’ or ‘internet marketing’. The term ‘digital marketing’ has grown in popularity over time, particularly in certain countries.
The new in-thing in marketing is digital marketing. With digital marketing it is easier to reach a crowd of potential clients as the internet is not defined by geographical borders. Amongst the media used in this form of marketing, the most popular is FACEBOOK.
Most big brands have adopted the use of Facebook pages to grow their client base and strengthen their brands. It is with this realization that the internet and all the various media that are a part of it are being consumed on a daily basis by a clientele that is slowly getting addicted to using the internet for minimal tasks.
Another advantage of e-Marketing is the significant cost cutting it brings. Traditional marketing required the use of significant chunks of money as a whole lot of material had to be printed and distributors paid to distribute it. We are in a stage, in our economy, where companies are trying by all means to cut costs while at the same time maximising on sales, and e-Marketing is proving the perfect tool to achieve that end.
Other media used are websites, emails, twitter, LinkedIn. A safer bet for any company will be to invest on a good website and then use social networking sites to drive traffic to their website (where meaningful business transactions can occur) via the use of links
Two different forms of digital marketing exist:
In pull digital marketing, the consumer actively seeks the marketing content, often via web searches or opening an email, text message or feed. Websites, blogs and streaming media (audio and video) are examples of pull digital marketing. In each of these, users have to navigate to the website to view the content. Only current web browser technology is required to maintain static content. Search engine optimization is one tactic used to increase activity. In 2003, Martin et al. found that consumers prefer special sales and new product information, whereas “interesting” content was not useful.
In push digital marketing the marketer sends a message without the recipient actively seeking the content, such as display advertising on websites and news blogs. Email, text messaging and web feeds can also be classified as push digital marketing when the recipient has not actively sought the marketing message.
Some of the latest developments include:
1. Segmentation: more focus has been placed on segmentation within digital marketing, in order to target specific markets in both business to business and business to consumer sectors.
2. Influencer marketing: Important nodes are identified within related communities, known as influencers. This is becoming an important concept in digital targeting. It is possible to reach influencers via paid advertising, such as Facebook or Google Ad sense campaigns, or through sophisticated sCRM (social customer relationship management) software, such as Microsoft Dynamics and Sales force CRM.
In a nutshell, Pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without that content being actively sought by the recipients.

Trust Gumise holds a BSc (Hon) degree in Computer Science from the National University of Science and Technology and is the founder of Gift Creative Technologies, a Digital Business Solutions provider based in Bulawayo. His email is giftscreativetech@gmail.com, and phone +263 773 248 583

BUSINESSLINK MAGAZINE JULY 2014 Cover2Get the latest copy of BusinessLink magazine here.


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