Digital Marketing involves the application of digital technologies in the advertisement and marketing of a particular brand/product. Advertisement and Marketing is aimed at reaching out to potential consumers of a product and convince them into purchasing the product by providing information. Digital marketing is an emerging trend that is rapidly taking hold in commerce this has led to the development of different digital marketing tools as a result of technology developments. Digital marketing has been in existence since the early 1990s and has been evolving to date while adapting to the changing technologies. The proper utilization of the various digital marketing tools and strategies has been observed to be a contributing factor in the expansion of several large brands across the world. This has seen most successful brands across the globe strive to build their digital marketing portfolios to ensure they acquire an edge over their competitors.
Digital marketing exists in various forms from online marketing such as website marketing to the oldest form of digital marketing; offline marketing which involves running advertisements on the mainstream media (television, Radio and newspaper). Social Marketing on the other hand has seen tremendous gains as a leading form of digital marketing over the recent years this can be attributed to the increase in use of social media tools among us. While considering the most appropriate digital marketing tool and strategy to apply one should consider the intended target group. This paper tries to highlight some of the various digital marketing tools and strategies that may be applied by an apparel’s company targeting 18-26 year olds.
Social Marketing
This involves the use of social media tools (e.g. Twitter and Facebook) and Blogs in the advertisements and marketing of a particular brand. As highlighted earlier recent developments in technology have contributed to an increase in the use of social media tools especially among the youthful generation making them a prime tool for marketing the particular brand. Considering the targeted consumer group in this case are (18-26) year olds the utilization of social media tools would ensure that the company is able to reach more potential consumers that correspond to this age group. The development of content used for advertisements on social media platforms should ensure the availability of all the relevant information concerning the brand and the products while still enticing the potential consumers to purchase the product.
Offline Marketing
As highlighted earlier it involves the use of mainstream media as tools for advertisements and marketing. This can be considered to be the earliest form of digital marketing. Offline marketing can be said to be the most effective form of digital market because it reaches out to more people as compared to any other form. However the utilization of the mainstream media as popular digital marketing tools is quickly being surpassed by the increasing popularity of social media tools. It also would be an effective strategy for reaching out to the potential consumers in this case.
Website Marketing
The use of website as platforms for marketing brands and product is another trend that has been rapidly gaining prominence since the invention of the internet.[Belch 2012] This strategy involves setting up a website where consumers can access information about a firm and its products. This form of digital marketing if utilized will help the company reach out to more consumers corresponding to their target age bracket globally.
Mobile Marketing
This form of online digital marketing has been rapidly gaining popularity over the recent years since developments in technology have enabled an increase in access to mobile phones among us. The mobile phone has become a common feature in all households across the globe this has seen an increase in investments for mobile marketing. Mobile marketing involves running advertisements on mobile platforms e.g. on mobile applications. This marketing strategy will resonate more with the youthful generation hence its suitability for application in this case.
Influential Marketing
This form of digital marketing involves the use of influential figures in marketing a particular product or brand. This may occur as a result of a firm offering endorsement or even a sponsorship to an influential member of the society as part of its marketing strategy. This endorsements and sponsorships can be highlighted to help influence the consumers of a particular product.
Content Marketing
This is another form of digital marketing that may be applied to target the consumers of the apparel. It involves partnering with firms that help develop and disseminate advertisement and marketing content. This strategy is however costly as compared to the other forms of digital marketing but would be appropriate in helping attract these potential consumers.
The increased utilization of online marketing tools and strategies is as a result of the numerous benefits that can be observed. First, online marketing helps provide a wide access to a large number of potential consumers across the globe hence facilitating the expansion of the market for the products. Most online marketing tools employed are considered cheap hence help in ensuring the cost effectiveness of a business which is crucial in trying to maintain the profitability of a business. The major challenge facing online marketing is its sole dependence on the internet which has proven to be a limiting factor.
References
Digital Marketing: Communicating, Selling and Connecting; By Charles F. Hofacker published by Edward Elgar publishing limited;
https://books.google.co.ke/books?id=ic1eDwAAQBAJ"lpg=PP1"dq=digital%20marketing"pg=PT3#v=onepage"q=digital%20marketing
Belch, E; Belch, A (2012). Advertising and promotion: An integrated marketing communication perspective (9th Ed.). New York, NY: McGraw-Hill/Irwin
Pratik Dholakiya (14 April 2015). "3 Digital Marketing Channels That Work for Every Advertiser". Entrepreneur. Retrieved 17 October 2015
Digital Marketing Communication". International Chamber of Commerce. Retrieved 12 September 2017
