Digital Marketing is not only for online shopping businesses, but for any company , no matter in which industry you ‘re in. Let’s start with consumer in mind. A consumer hasn’t decide to buy a new product or a new service, goes through a series of steps, from becoming a non-buyer to a buyer. This method was researched in great detail by psychologists and marketing experts.
No matter which model you look at, we all agree that the consumer is not going from being a non-purchaser to a purchaser in just one step. A series of measures are underway. First step is attention, so the next step is future interest in the service product. There is a potential desire to purchase a product or a service after one goes through that stage, and eventually, the customer takes action and either buys the product or does not buy the product. You can be losing the customers at each of these stage. So I think it’s really important for us to take the customer through all these stages of the decision-making process; attention, interest, desire action. This is often referred to as the AIDA model.
In business, you’re the Chief Salesman. Create a sense of demand, rather than waiting to have demand.Barbara Corcoran
When we split this cycle into two main stages, the first three steps can be classified as demand creation, and the last step can be classified as demand capture. If we think of classic marketing, demand is created through TV advertising, through billboards, through newspaper ads, and then demand is captured or collected through the use of coupons, the end of aisle displays, the store shelf or the in-store sales person trying to convince a person.
Looking at digital marketing, we have a range of resources at our fingertips that are different from the tools that are available to a traditional market and it has to affect a variety of decisions. It has to influence the decision whether to buy, which brand to buy, when to buy and where to buy. So let’s try to look at what these tools are, first, and then see what part of the demand process they fit into. Whether they fit more to create demand or to capture demand
So search ads. An example of a search ad could be, a person is thinking of buying a T-shirt, and puts in the search words, in either the Google or any other search engine of choice and say, “I want to buy a T-shirt,” and some results show up. Search engine optimization, is the process by which a company improves its website, so that they rank order in Google’s mind is higher. You can put up display ads, you can put up social media ads, you can engage in retargeting campaigns . Email marketing, a company can put up a video of a person trying a new T-shirt and feeling good about it. You could have blogs and social media posts. You can have mobile apps and then you can also improve your conversion rate by trying different types of messages.
Now, let’s see if it comes to creating demand or capturing demand. Search ads are primarily intended to capture demand. People are already thinking about buying a T-shirt. We encourage the person to buy our T-shirt. If you look at social media ads, it probably does a little bit of both, in my opinion. But again, more towards the capture of demand. Retargeting campaigns are again designed to capture demand. E-mail marketing is likely to do both. Create demand and capture demand. Videos, blogs , and social media posts are more demand-driven, but probably not as powerful as TV ads. Apps can do both and conversion rate optimization is clearly to capture demand. Now if you look at each one of these tools available to for the digital marketer, it’s not hard to see that much of digital marketing is geared towards capturing demand.
Now that we’re thinking about this, there are some advantages to it. If we focus on capturing demand, we focus on results. Something most companies are concerned about is sales. But it also has a lot of disadvantages. It is not expanding the market. People have argued through careful research that it is often poor in brand building, that it may not have an impact on loyalty, and that it is also what we call a waiting game.
The customer has to figure out whether or not they want to buy a T-shirt, and then we have influenced their behavior by bringing them to our side. But we don’t urge the customer to buy a T-shirt. Most of the time, when they decided to buy a T-shirt, they ‘re coming to our site. So I think one of the challenges in digital advertising is how to design holistic campaigns from start to finish, not just to capture demand, but also to focus a little on creating demand.
Typical digital advertising is designed to capture demand. There’s nothing wrong with that, it’s very important to capture demand. But one of the things we ‘re trying to do to improve digital marketing is to create a better balance between creating demand and capturing demand. This is something that can be done a little better in traditional marketing, and the aim is to do the same in digital marketing.