Using Digital Marketing For Your Business

by Rahimah Sultan

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What is digital marketing?

Digital marketing is the act of selling products and services utilizing the internet through social media, SEO, email, and mobile apps. It’s basically any form of marketing involving electronic devices. It can be done online and offline.

For a well-rounded digital marketing strategy, both online and offline are important.


Why does digital marketing matter?

Digital marketing matters because that’s where the attention is. Google and Facebook control more eyeballs than any traditional media company.


There are four main categories of digital marketing:

1. Enhanced offline marketing

This type of marketing is entirely offline but is enhanced with electronic devices.

An example is restaurants using iPads for customers to create orders.

When you walk into an Apple Store these days you see people leaning over iPads, Macbooks, and iPhones.


2. Radio marketing

Radio marketing was introduced to the world by Guglielmo Marconi who transmitted the first wireless signals. While it took a few years for radio to reach the general public, people realized they could use it for selling.

This was the birth of digital marketing.

In recent years, radio moved to having hosts read a script you or they have written that promotes your product.

To set up a sponsorship find your local radio stations with a Google search. The stations should be able to provide data to help you select the right audience whose reflects your company’s target demographic.

For example, if you’re promoting infant car seats, you want to find a radio program whose average listener is female between the ages of 24 and 40.


3. Television marketing

Television marketing is the industry where the most money is spent each year. The average American 18 and older spend more than four hours a day watching TV. This includes shows that are streamed.

TV in the form we knew is dying out. If you plan on doing offline digital marketing, It’s best to “spend your time and money focusing on a marketing platform or channel of the future.”


4. Phone marketing

More Americans are using their phones to access the internet than desktop PC or laptop.

Every phone has two apps – calling and texting.

You can do cold calling (trying to sell people a product with no prior contact), although you can’t scale as on social media or with email.


Marketing via texting works better.

If you’re a restaurant, you can offer special deals, coupons, and discounts to get more customers and turn walk-ins into regulars.


Pharmacies use text reminders, as customer service, to alert customers when their prescription is ready to be picked up.


You can use QR codes for customers to access your webpage. There’s no special app needed, since all you need to do is scan the code with your smartphone to open the page.


The internet is not the only place for marketers to have success today, although every marketer will, eventually, have to master online marketing.


The offline and online marketing worlds are running into each other. Devices such as refrigerators, ovens, and even billboards are all being modernized to leverage digital media.


Using a few of these offline marketing tactics can help you avoid putting all your eggs into one basket and help diversify your lead generation beyond social media, content marketing, and such.



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