Digital Marketing

Digital Marketing has become one of the most popular ways of marketing. It has a greater reach than any other media. From 10am to 7pm online marketing is reaching a much bigger audience than any other marketing tool. It is obvious this is true from just looking around the workplace or the library or even on public transport. Nearly everyone is using the internet in some way during these times whether it is for pleasure or for work purposes, so why not use this as a form of communicating your product or service to your target audience. Technological and Societal factors have effected the impact of television commercials, I agree with this even from my own experience. I used to always watch television but now I mainly watch it on my laptop. I know a lot of people who use the internet in their spare time rather than watching t.v. and businesses have taken advantage of this by advertising on sites where people watch movies and t.v. shows. Television is not as special as it used to be when it was becoming more advanced and "high tech". The internet has become an alternative to it. 




Digital marketing increases brand awareness and more cost effective. Pay per click ad's can be as cheap as 10cent per click when you compare this to the cost of a television advertisement it is a hug drop. To have one advertisement on during XFactor it costs £250,000, that is without the price of producing the ad. Although this is a great spot for a business to have it is a once off and it is not consistent. An online ad can be kept consistent and regular therefore increasing brand awareness. It is said that younger audiences are influenced more by the web, this is an advantage today because as younger people grow up they will continue to use the web. Cheaper broadband and cheaper technology is also enabling digital marketing to grow as people continue to invest in new technologies and better broadband. Digital marketing can contribute to any marketing communications objective a marketer may have. One downfall I believe is that 79% of people scan and webpage and 57% of people scan an email, therefore the less and more concise information the better, which could be a disadvantage.

As we all know Google is one of the first sites people go to find information about any subject in the world. Whenever there is a question that can't be answered we say "Google it!" and usually this question is answered. For such a basic webpage it is extremely popular, so advertising here is a great advantage. But how can you get to number one on Google? That is the question! This is called search engine optimization which is growing annually by 65%. There are other search engines like Yahoo and Msn but Google is the most popular.We made a website recently which encouraged me to think what could I put on my website that would make it high on the Google list. 
So this is what I found was important:

• Key Phrases- 2 word (33%) and 3 word(26%) phrases are usually typed into Google. So have phrases on your page which are about this length.
• Title- A Unique title is important, it should be short, attractive and enticing.
• Links- It is also good to get links to your site or get links from reputable sites with similar themes because Google picks up on these. 

A cheaper way of advertising on search engines is targeted advertising using Adwords:

1. You pick a region to target
2. Create a short a sweet advertisement
3. Pick keywords
4. Set a budget

This is usually done by cost per click and a daily budget is put on it for example if a cost per click is 10cent then your daily budget could be 10euro to keep track of costs. Your ad position is determined by  the click through rate. Although search engines prefer ugly web pages and lots of text it is also important to keep the design of your web page right and appealing to it's visitors. Your offline marketing can also be integrated into your online marketing. To measure your websites online success you can use Google analytics which will tell you how your website is doing. 
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