28 January 2017

Why Digital Marketing and Web 2.0 Important To Business?


Digital marketing technology helps you understand and reach your audience most effectively so you can generate the most revenue.  For advertising campaigns, ad serving technology makes it possible to serve the right ad at the right time to right person.  That means your advertising is being as productive as possible. When technology is working for you, you’ll understand your audience at a whole new level, and it will show up on your bottom-line.

The pace of change in today’s business environment is faster than ever. New markets, technologies, and opportunities are arising on a daily basis. Current ways of doing business need to be adapted or they will become outdated. Organizations and enterprises have to become agents of evolution to be successful; as victims of evolution they risk failure. With so many dynamics operating in the global economy, Digital Marketing is now more than ever an effective tool to make a company stand out from the pack.

The people who receive the information and buy products/services migrate, nowadays, from traditional to on-line media; a greater number of them are accessing the desired news from specialized sites and from mobile devices, anywhere and anytime. The fast adopting of new technologies affects – and transform – manufacturing, distribution and consume, but to optimize on-line channels is necessary to act objectively, and to found the decisions on performance key indicators. 

In the process of adapting to these market changes, the marketers have the opportunity to reach a different audience through on-line and mobile instruments. This approach based on real data, facilitated by web analysis, helps companies to focus the efforts and to have success with the new offer versions.

As the current recession continues through 2009, a company’s marketing mix must produce sales-ready results using less expensive channels. Digital marketing creates engaging, interesting experiences that rival personal selling without the cost of travel or in-person meeting logistics. It also lets marketers foster relationships with more stakeholders than sales can reach as inexpensively or comprehensively. Shifting to interactive tactics now will enable marketers to not only come out ahead of competitors when the economy turns but also establish new marketing disciplines required to address more web-savvy and socially connected buyers.

Digital Marketing is infinitely more affordable than traditional offline marketing methods. An email or social media campaign, for example, can transmit a marketing message to consumers for the merest fraction of the cost of a TV ad or print campaign, and potentially reach a wider audience.
But one of the main benefits of conducting your marketing digitally is the ease with which results can be tracked and monitored. Rather than conducting expensive customer research, you can quickly view customer response rates and measure the success of your marketing campaign in real-time, enabling you to plan more effectively for the next one.
Perhaps the strongest case for incorporating a digital element into your marketing is that digital media forms are quickly overtaking traditional forms of information consumption. According to the Office for National Statistics, over 82% of UK adults went online in the first three months of this year: that's over 40 million individuals.
The bottom line is, the digital age is here, and those businesses that fail to adapt to the new marketing climate are at great risk of going extinct sooner rather than later.

What is Web 2.0

Web 2.0 is a category of new Internet tools and technologies created around the idea that the people who consume media, access the Internet, and use the Web shouldn't passively absorb what's available; rather, they should be active contributors, helping customize media and technology for their own purposes, as well as those of their communities.

But Web 2.0 isn't just the latest set of toys for geeks, it's the beginning of a new era in technology — one that promises to help nonprofits operate more efficiently, generate more funding, and affect more lives.
These new tools include, but are by no means limited to, blogs, social networking applications, RSS, social networking tools, and wikis.


While the Web has always been a tool for collaboration, only in the last few years has software permitted individuals to use it as a platform for true collaborative activities. Web 2.0 is about users and content, instead of just surfing on the Internet. It's about what the Internet can do for an active collaborator, rather than a passive viewer.

 Web 2.0 technologies are changing the way messages spread across the Web. A number of online tools and platforms are now defining how people share their perspectives, opinions, thoughts and experiences. Web 2.0 tools such as weblogs, RSS, video casting, social bookmarking, social networking, podcasts and picture sharing sites are becoming more and more popular. One major advantage of Web 2.0 tools is that the majority of them are free.

There are large numbers of Web 2.0 tools, some of the more popular ones are:

Blog, Micro-Blogging, Twitter, Podcasts, RSS, Social Bookmarking, Social News, Social Networking, Wikis and Web Analytics.


1.                  Ability to make changes on the fly.
One benefit of marketing online versus offline marketing such as placing traditional advertisements in magazines, newspapers or on television is that you can change them on the fly. By monitoring and tracking how your advertisements and marketing efforts are doing you can make the decision to change a graphic or wording and do it without any problems. This is not the case with traditional marketing and advertising.
2.                  Availability of variety of methods for marketing online.
There are so many options when marketing online. You can use audio, video, blogging, email, social media and ongoing newsletters. If you were to do the same thing in traditional marketing you would need to select several media outlets to cover your bases, not so when it comes to marketing online.
3.                  Instant Conversion Ability
When you market online you have the ability to convert a customer instantaneously. This is not the case when evaluating marketing options in traditional media such as magazine ads, newspapers or television. When you are marketing online you cannot only capture a potential customer's information, but you can capture a sale instantaneously by a few clicks of a mouse, when it comes to offline marketing it takes more time to convert a customer into a sale not to mention the person power it often requires.
4.                  Internet Marketing is More Measureable
Marketers want to make sure every penny is spent wisely. Digital marketing allows you to see exactly what you are paying for. Traditional marketing takes a little more trust that the impact of your efforts is helping your bottom line. With Digital marketing you can see real facts and every detail that leads to reaching your goals and determine your ROI.
5.                  Helps Make Strategic Decisions Based on Facts
The best way to really know how effective your marketing approach is to see exactly what the audience is responding positively too. Digital marketing allows you to study every detail about your audience in real time. You can study data from every phase in your conversion funnel that includes: how people found your website; what they do once they are on your site; and what led to your conversations. You can make adjustments to your campaign at any point to increase the effectiveness of your campaign.
6.                  Better at Reaching Target Audience 
Traditional marketing is known for its reach to a mass audience. There are ways that traditional marketing can target certain demographics depending on a television channel or show, radio station genre or industry magazine. However, traditional marketing will never be able to target as precisely as Digital marketing. With Digital marketing you can target even the smallest audience based on a variety of things. Internets marketing also does a great job of targeting your advertising spend so that you know all of your money is being spent in the most effective way?
7.                  Internet Marketing is a Constant Source
When you hear or see a television or radio ad it is there one minute and then it is gone.  If you catch an ad in passing and you missed some information you cannot go back and review it. Print is a little better for this but newspapers and magazines do get thrown out after a week or month. Internet marketing provides you a permanent address online that people can visit anytime they want. Even if someone does not know about your company they can do searches based on what you offer and find you in the search engines.
8.                  Provides Better Word-of-Mouth
Word-of-mouth is still the most effective marketing for producing conversions. Social Media is an aspect of Internet marketing that allows people to build a community and let others spread positive feedback about your product or service. When you develop evangelists for your company, with Social Media Marketing, your message will be spread quickly because more people are speaking for you. People will normally trust word-of-mouth much more than traditional ads that tries to convince you about the benefits of a product or service.
9.                  Helps in Increasing Conversions
No matter what your goal, Digital marketing can increase your conversions month after month. The reason Digital marketing is more effective at delivering conversions is that you can study every detail of what is working and what might not be working. It takes the guessing game out of it. You can continue to place more emphasis on the tactics that are working and eliminate anything that is not effective. Digital marketing also provides an environment where you can safely test new ideas so that you are always pushing to improve your campaign's performance. Traditional marketing develops a campaign and then hopes that it will work. This makes it difficult for traditional agencies to test new ideas or even look into all of the details to determine the effectiveness of a campaign.

-Sejal Chaurasia