A simple guide to digital marketing

Digital Marketing Singapore

 

The world has gone digital, this digitalization has gradually influenced the way we market goods and services.

This has led to an introduction to a new world called digital marketing.

What is Digital Marketing Singapore?

Before you engage in a digital marketing agency Singapore, let’s talk about the basics and roots of it.

For those not too familiar with the concept of digital marketing and what it is all about,

You have nothing to worry about as this guide is here to provide you with all the information you need.

In 1896, Guglielmo Marconi was the first person to practically demonstrate a “public transmission of wireless signals.”

He was responsible for inventing what is known as the radio today.

Although it would be a decade later before the radio will get to every household.

It wasn’t so long after its creation that we discovered that we could actually use the radio to sell goods and services and advertise our products.

This was the birth of what is today referred to as digital marketing.

Shocked?

Yeah, digital marketing doesn’t revolve around the internet alone.

A common definition of digital marketing is any kind of marketing of goods and services that make use of an electronic device.

Based on this definition, digital marketing has been around for a very long time.

As a matter of fact, for as long as electronic devices have been in existence.

It basically has nothing to do with Google ads, retargeting, content marketing and social media marketing.

You can carry out digital marketing on the internet (online) or with the help of other electronic devices (offline).

Both types of digital marketing are essential if you intend to run an effective marketing campaign.

Why is digital marketing important?

Do we remember billboards?

Sure we do.

These are ads that are placed on a giant board that we usually see on our highways.

It was reported that millions of US dollars were spent on billboards in 2015 with little to no return on investment.

To a lot of people, the effects that billboards have is dead. Why?

This is because a large majority of people no longer look outside the window when they are driving.

Statistics reveals that about 85% of people who drove cars, are faced down looking at their mobile phones most of the time.

We already live in a society where about 10% of drivers are engaged with their mobile phones.

They will either be making phone calls or texting someone.

The number of people who are going to be constantly engaged with electronic devices is going to be on a steady rise.

What this means is that more people will communicate and consume information via electronic medium.

What this means is that the sooner we begin to adopt digital marketing and discard traditional forms of marketing the better chance we have of getting to our intended audience.

Now that we have been able to establish the importance of digital marketing,

It is time to take an in-depth look at what it entails and all the different kinds of digital marketing that we have out there.

An Overview of Digital Marketing

Digital Marketing Singapore

Like we mentioned previously, there are two main categories of digital marketing and they are Online and Offline marketing.

Although we will focus more on online marketing in subsequent guides it is important that we make mention of the different types of online digital marketing that we have currently.

They include;

  • Search engine marketing
  • Search engine optimization
  • Social media marketing
  • Email marketing
  • Affiliate marketing
  • Pay-per-click advertising (PPC)
  • Content marketing

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We have just briefly mentioned the types of online digital marketing.

What other kinds of digital marketing do we have?

Quite a lot I must say. Below are the four major categories of offline digital marketing. They include;

  • Radio marketing
  • Enhanced offline marketing
  • Television marketing
  • Phone marketing

Now that we have been able to list the four major categories of offline digital marketing,

Let’s take a look at each of these areas in detail.

1. Radio Marketing

Digital Marketing Singapore

It’s been over a century since we heard the first radio broadcast.

The radio still plays a prominent role till this day.

Even the advent of the internet hasn’t adversely affected the importance and relevance of the radio.

As a matter of fact, the radio is still prominent among the general population at large. Here are some figures that attest to this.

  • Radio listeners listen to the radio for an average of two hours daily
  • Traditional Radio has an 85% audience penetration amongst the entire American population
  • Internet Radio has a 50% audience penetration amongst the entire American population
  • Almost 40% of the entire radio advertising spend annually originates from the United States of America.

Although the profit margins for radio has reduced significantly, the radio is far from dead.

Radio still commands about $4 billion in profits annually.

The question now is, apart from lovely commercials that tend to trend well, what else is there on the radio?

Lately, the internet radio has made some good stride in embarking on what most podcasts do which is to advertise products when shows are about to begin.

If you happen to run a show that centers on specific topics like coaching,

you could introduce products and services at the intro or during the last stages of the show.

It could actually be quite easy to get a show on a local radio station to advertise your product.

The next stage would be for you to get sponsorships. Good sponsors guarantee you get the best prime time slots available.

2. Enhanced offline marketing

Digital Marketing Singapore

Quick question!

What is the difference between a magnificent billboard in New York City or any traditional ad signage you see in some “ulu” road in singapore?

Times Square to be precise and say somewhere situated in the desert fields of Arizona?

What do you think?

The product?

The size? No.

LED which is an acronym for Light emitting diodes.

All the billboards you find in New York’s time Square contain light emitting diodes.

LED

Did I just give you an super intro mini science lesson?

 

The next question would be why is this so?

The answer is pretty simple and straightforward.

In a desert, there is no one dragging attention with you.

Once you own the billboard you are king.

However, in Times Square, getting attention is a lot more valuable than what is obtainable elsewhere worldwide.

Approximately 330, 000 people walk pass Time’s square on a daily basis.

It is very easy for one to get distracted.

The noise from taxis and buses could be overwhelming.

Thus, the need for an electronic billboard to be able to gain their attention.

A lot of these billboards come with interactive designs that display people on walking across the square or display pictures of customers walking pass.

It is actually very expensive to rent a billboard on Times Square, it could cost you between a million to four million US dollars.

On the high side right? Wait till you find out how much a Super Bowl commercial cost.

I am sure you are wondering if there are other forms of enhanced offline marketing.

When you walk into an Apple Store what are the things you see?

People looking over MacBook, iPhones and iPads?

An important element of marketing any electronic product is having a product demo.

Remember those early days of PlayStation and product demo.

Basically, CDs containing demo versions of games that you could buy.

These CDs were either given out for free when you buy other games or came along with a new edition of a gaming magazine.

The same approach is applicable to PC magazines as well.

This form of marketing is still being practised to date.

Take a look at those upcoming artists or local indie bands in Singapore giving out mixtapes and demo CDs.

These days they could probably transfer these files electronically, and you get to listen to their songs.

It is time for us to take a look at another area of offline digital marketing that has been around for a very long time, actually the oldest of them all.

  1. Television Marketing

Digital Marketing Singapore

I personally don’t think the television will ever become extinct.

In addition, it is the industry where the largest amount of money is spent on ads annually.

Google’s acquisition of YouTube has led to a drastic drop in how efficient television ads have become.

No one is interested in seeing a TV show host reviewing a product that is obvious they have no knowledge about.

Who will?

When they can join millions of viewers online to watch contents on YouTube?

Enjoy themselves and make comments whenever they feel like it?

And the interesting part of it all….. it is absolutely free!

This begs the questions, why have TV ads become almost useless?

Digital Marketing Singapore

when people still watch an average of 4hours of television daily?

The answer is simple, TV ads aren’t specific.

In an era of online digital marketing like social media, email marketing, SEO, search engine ads and retargeting,

We are already used to being shown ads on products we actually have some inclination towards.

And as such we tend to ignore every other thing that we don’t consider relevant.

Imagine you can get us to sit down and watch a movie on TV (mainly because it is available on Netflix),

How do we go about it?

We record the movie and skip through all the commercials while we are watching.

We now have the ability to be in control and we always want to be.

As a result, marketers need to be clever and more innovative.

TV ads do not target specific audiences they just send general ads

Digital Marketing Singapore

Take, for instance, you are watching a TV program.

You could see an Oreo commercial, followed by a haemorrhoid cream and then a burger spot,

considering that you are diabetic, 22 years old and overweight.

This isn’t the kind of person you want watching these commercials.

The problem with TV ads is that you never have control over who views these ads or how far the ads each.

So this leads to the million dollar question, is TV ad dead? Not really if you ask me.

There is a kind of TV ad that would be worth running,

However, it will set you back a lot of cash.

Earlier, I told you that running an ad on a billboard on Times Square will set you back anything between a million and four million dollars.

Digital Marketing Singapore

A 60 second or a minute commercial during the Super Bowl costs about four and a half million dollars.

Due to their enormously wide reach, viral and unforgettable commercials tend to foot their own bills.

Super Bowl ads account for about 10% of the entire TV ads-related shares on all social media platforms.

The same goes for views on YouTube, about 8% of YouTube views are actually TV ads.

If for any reason your ad or TV commercial happens to be blacklisted (that is, the TV network for any reason best known to them decide the ad isn’t suitable for television)

the chances of it going viral become a lot higher.

In addition ads or commercials shows during the Super Bowl tend to have the highest rate of retention.

These ads go on to becoming online hits, gathering millions of views,

likes and shares on online platforms.

An example is the Volkswagen Star Wars ad that has over Sixty-two million views and counting.

Truth be told,

The hysteria surrounding the Super Bowl commercials is actually more like the last from a very successful era that is soon to crash.

The amount of money being spent annually on TV commercials can’t really be accounted for as every one in ten persons living in the United States or any Singaporean who owns a Netflix account and this ratio is only going to get higher with time.

Television the way we know it today is going to be a thing of the past soon.

It would give way for the more targeted experiences we seem to be getting accustomed to.

So, if you are looking to invest in offline digital marketing, I would recommend you to look into digital marketing first. But we are not finished yet with offline.

  1. Phone marketing

Digital Marketing Singapore

A lot of us are yet to realize the magnitude of reach Smartphones currently possess.

Figures show that more than 80% of people who access the internet do so via a Smartphone and not via a laptop or a desktop PC.

This rise in the number of mobile phone users has led to the introduction of Mobile Marketing.

In 2016, mobile marketing ad spends exceed that of Desktop ad for the first time ever.

The project is that by 2020 more money would be spent on mobile ads than on TV commercials.

Amazing right?!

Before we examine the different types of phone marketing that can be done using a smartphone with users connected to the internet,

Let us take a look at some other ways you can market your product via an offline phone.

There are basically two primary functions that are on every mobile phone.

Either it is a smartphone or not. These are calling and texting.

Calling and texting

Calling and texting

The practice of calling someone without any prior contact and offering to sell a product to him is known as cold-calling.

Cold calling really doesn’t scale as well as email or social media marketing,

It is still a very good approach besides digital marketing.

Texting is also available on every phone whether it is a smartphone or not.

Either offline or online it is certain that your message would be read.

Although multimedia messaging became obsolete with the introduction of the internet and cheap mobile data,

SMS are still very useful till date and provide for an effective means of getting through to your audience with about 160 characters.

Let us take a look at some ways by which you can make use of text message marketing.

  • For offering coupons, special deals and discounts. You can send messages to current customers or prospective ones informing them of special offers that you currently have going in your stores or on certain products.
  • In carrying out customer service functions. You can send SMS to customers notifying them that their product is ready for pickup. Big retail stores like Walmart tend to use this approach.
  • Creation of loyalty programs.

That said, there is another part of mobile marketing that should not be considered or should be avoided as much as possible.

QR codes are barcode-like pictures that appear almost everywhere, this used to be the in-thing some years back but now they are becoming extinct.

Although there are some marketers who are trying so hard to ensure that is not the case.

Around the time it was first introduced in 2011, only 6% of mobile phone owners residing in the US had scanned a QR for the whole year.

The next year the number drops significantly to only 3% with the remaining 97% not having a single clue as to what QR codes were all about.

While we can’t ascertain with complete and total accuracy as to why the idea wasn’t fully accepted,

It could eventually be down to the fact that the system is too large and complex for people to understand.

For instance, if you wanted to scan a code, you need to have downloaded a special app like Barcoo.

Then you have to open the content you wanted to scan will be open inside the app, this experience wasn’t always optimized for mobile devices.

Also, major brands didn’t quite take the concept of QR code seriously,

Placing them in very odd places like on TV ads or subways stations that had no cell reception, meaning these QR codes were only visible for a brief amount of time say just a few seconds.

In a nutshell, it makes no sense whatsoever spending your advertising budget on QR codes when that money can be better utilized elsewhere.

Conclusion

Digital Marketing Singapore

It clear now that digital marketing isn’t concerned with the internet alone.

Marketers can also leverage other forms of offline digital marketing to get their products and services out there.

That said, you should take advantage of the opportunities that online digital marketing products and as a marketer,

You have to eventually get a hang of online marketing.

However, mixing up your marketing strategy with some of the offline digital marketing tactics is great.

Discussed here can help diversify your ability to generate leads beyond online channels.

In conclusion here is the full breakdown of digital marketing;

Click on these links to learn more in-depth about digital marketing and expand your knowledge.

Online marketing

  • Search engine marketing
  • Search engine optimization
  • Social media marketing
  • Email marketing
  • Affiliate marketing
  • Pay-per-click advertising (PPC)
  • Content marketing

To sum up…

Offline marketing

  • Radio marketing
    • Radio commercials
  • Show sponsoring
  • Enhanced offline marketing
    • Electronic billboards
    • Digital product demos
    • Digital product samples
  • Television marketing
    • TV commercials
    • Tele-shopping
    • Super Bowl commercials
  • Phone marketing
    • Cold calling
    • Text message marketing (giveaways, coupons, loyalty programs)
  • QR codes

It is my belief that this guide was useful in broadening your knowledge as it relates to digital marketing, letting you know it goes beyond social media and email marketing.

Check my blog to learn more about other forms of Digital Marketing.

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