Digital Marketing During COVID 19

What is digital marketing?
Despite being as common as the word is today, let’s admit, it is more complicated than it sounds. It is not just pitching your services online. Some algorithms govern your presence on the digital platform. Digital marketing is that division of marketing that makes use of the various platforms on the internet and online-based digital technologies such as personal computers, desktops, mobile phones and other digital media and platforms to promote a firm/individual’s products and services.

1) Why is it important now?
The digital platform is a growing hub of an eager audience. What better area to practice marketing than the platform that has the most traffic. The digital age has brought the world closer. There is no limit to the kinds of audiences you can target or even geographical barriers. Digital marketing has grown to have a crucial impact on the revenue of corporate giants, small-scale industries, entrepreneurs, startups etc.
In the present pandemic, when people are being subjected to minimal physical interaction, digital marketing has risen to the forefront to save the day. Companies are pushing their marketing teams to bring in revenue. From taglines to catchphrases, campaigns to hashtags, the corporations are pushing their limits to establish new and better standards of digital marketing. Some of the campaigns that have caught a lot of attention are:
a) Ford:
Built to Lend a Hand + Built for Right Now – Ford made a strategic attempt to let their customers know that they won’t stand back and watch the world fall apart. They will stand right by their side and do whatever they can.
b) Nike:
Nike tweeted recently, “Now more than ever, we are one team. #playinside #playfortheworld” with a tagline that said, “If you ever dreamed of playing for millions around the world. Now is your chance.”
c) Amul:
Launched their next tagline that said, “Better Saaf, Than Sorry” encouraging people to stay clean and stay safe in this pandemic.

Several other examples made it to the top campaigns during COVID 19 as well.

2) The Consumer’s Psyche
In the digital age, a layman does not even consciously realise that he is stuck in between advertisements. It is interesting to know that we are all being sold products to by a physically invisible entity every second that we are online on any digital platform. From a basic search entry on google to scrolling on your private account on Instagram, you are constantly bombarded with advertisements. Consumer psychology is a very essential facet of successful marketing though. So how do you know what is a good and effective advertisement?
Many successful entrepreneurs say that consumer psychology is in fact, very predictable. Companies know what their consumers want. Have you noticed how you talk about something one day and chances are, later that day you will see an advert pop up on your Instagram? If you run enough searches for say, new shoes on the Google server, there are even bigger chances of seeing an advert when you are on a different application for shoes. The internet really does have ears, eh? The consumer psyche has come to be of heavier importance in this pandemic as both the parties are not interacting in person. It’s all a smart shot in the dark! This takes us to subliminal advertising.

3) Science of Subliminal Advertising
Subliminal advertising is when advertisers make use of images and sound to stimulate customer responses or even manipulate them without being consciously aware of it. How many among us would entertain a salesman talking to us constantly about a product we are not interested to buy? Thought so.
The downside of sales is that any salesman would come to your house irrespective of whether this is the kind of product you need or want. Digital marketing has made this much easier. Most people who have accounts on social media platforms put up what we call bios. A person’s bio shows their interests, hobbies and sometimes even what they seek. Algorithms that are built into the internet and these social media platforms sort the same kinds of people together and keep updating themselves to see what each person looked up on the internet in a day. The next task is to advertise it. Subliminal advertising hides advertisements in places where you would not notice them right away or be annoyed about being bothered with ads constantly. Subliminal advertising takes time to absorb and create an impact, but once it does, it is good branding for the company. In the present time, subliminal advertising is the only way companies can ensure that their customers do not forget them and promote their brand name.

4) Growing Hub of Career Opportunities
Digital marketing is an area that is fast gaining popularity in the employment field. In a world as competitive as this one, everyone needs strong survival skills. And survival has long been parallel to money. To make money, you need to let people know of your product and services; what you have to offer. It will hence not be hyperbolical to say the industry needs digital marketing to stay afloat. This has, in turn, generated a lot of jobs. The coming age is going to be a digital hegemony. So might as well swoop in and see how good you are at marketing!

Digital marketing has hence been playing an even more crucial role during the present conditions. Hope this helped you understand the importance of digital marketing!

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