In recent years, the Internet has become a conventional means of communication. In fact, it is often said that not having an internet presence is almost synonymous with not existing, which is why it is essential for a business to bet on digital marketing strategies. These strategies have multiple advantages, but there are also some pitfalls that we must overcome.
We will tell you about them in this article, so you can get the most out of it.
Advantages
1. Measurable
When carrying out a digital marketing campaign, the results can be measured practically in their entirety. The fact that it is almost 100% measurable allows us to know the impact that the strategy used has had, the repercussions it has obtained, which sectors it has affected, and, above all, how the return on investment has been.
In addition, this data can be obtained in real-time through the interaction of Internet users, which is not the case with offline marketing campaigns. Therefore, we must take advantage of this important advantage of digital marketing to take advantage of the information provided by measurements, available at any time, to optimise our investment and apply active decision-making.
2. Attention
One of the main advantages of digital marketing is the availability of information since customers can consult the information about our company, our products, or our services practically 24 hours a day. In some cases, they can even buy them online.
This allows for a more direct and close relationship with the consumer, which can translate into higher levels of engagement and satisfaction, both for loyal customers and potential customers.
Since there are different channels and networks through which we can interact with users, followers, and customers, we can gain a reputation as long as we offer a good service, both online and offline.
3. Universal
Digital marketing removes barriers, allowing us to have an international presence, and reach a larger audience. We can reach other regions, provinces, or countries, and about 60% of the world’s population has access to the internet. The digital presence can help us expand, both in the national and international markets.
It is important to mention that globalisation has brought benefits for companies. The fact that the internet has made our lives easier is a fact. In the case of the network, We at Maiden Stride think that globalisation has allowed communication between people in different parts of the world to be fast and cheap.
In addition, it has made economic and commercial transactions between companies from different countries easy, and a consumer can buy a product from a company in almost any other country without any problem.
4. Easy distribution
The fact that the Internet is a simple and fast means of communication facilitates the dissemination of content. There are a few barriers that prevent placing advertising on the network. Also, once it is placed, it will remain there for a certain amount of time. Consequently, it will be spreading so quickly that in a matter of days many will know about your company or business.
5. Economic costs
Digital marketing is, in general, much cheaper than the classic media, such as television, radio, and the written press. These channels remain in the distribution of companies’ advertising investment, although they are losing positions year after year.
The investment made in a digital marketing campaign is usually elastic and adjustable, so it is within the reach of any company, even small and medium-sized companies. On the other hand, traditional marketing, by using massive channels, has higher costs, which not all companies can assume.
As we mentioned at the beginning, since it is measurable, we can refine the target with greater precision and address that type of user, maximising the investment. This precision allows us to exclusively impact the clients who have the greatest potential to acquire what we offer in our business or service.
In this way, we optimise every penny invested. Segmentation can be classified in different ways based on issues such as age, gender, location, hobbies, or educational level. In addition, every time new techniques are discovered that advocate less intrusive digital advertising.
Disadvantages
1. Content that expires quickly
In social networks, everything moves very quickly, and a tweet announcing an article or a post on Instagram is quickly lost in the timeline of your followers. The same happens on the Facebook wall and in the group messages on LinkedIn.
Social media updates, created for massive and fast content, generate faster expiration content. On the other hand, the contents of web pages that appear indexed in browsers such as Google tend to have a higher level of permanence.
2. Technological dependency
According to Digital Pundit – Best digital marketing course in ahmedabad it is normal that at certain times the internet presents failures that affect the operation of our company. This can cause the user to have a bad experience and get a bad image of our business. Digital marketing depends excessively on network services and the use of devices such as computers or mobile phones, both for the production of content and for its consumption by the audience.
3. Saturation
The excess of advertising in the online world is becoming increasingly latent, which causes banners and certain types of advertising to be less visible to our consumers, reducing the effectiveness of the ads.
Increasingly, other online advertising models are being chosen, such as branded content and native advertising, either with content created by third parties, which generates more credibility than if it were communicated by the company itself, or with other content where the advertising is.
It integrates almost perfectly with the channel, resembling non-sponsored content. In this way, we impact the user in a less intrusive way.
4. Mistrust
Even today, the digital environment generates a certain amount of mistrust among part of the population, who think that all advertising in this environment can be a fraud.
There are other users, fewer extremists, who are somewhat distrustful of buying online, either because they do not trust the product or service they are going to receive, or because the client’s own website does not give them security when entering their debit or credit card details.
5. Excess competition
Globalisation has facilitated the information and purchase processes for customers, but it has its downside, which is that it has also increased the number of competitors. More and more companies are promoting and selling online.
The fact that entry barriers are low and costs are low make the market increasingly competitive. In fact, today small companies that were not before are advancing by leaps and bounds and owe a lot to digital marketing.
Conclusion
Knowing the advantages and disadvantages of digital marketing is essential to being able to define a strategy that helps give visibility to the company while attracting customers.
Despite having some drawbacks, digital marketing has many advantages that we can start putting into practice in a short time, and, what is more important, thanks to its measurement capacity, we can know from the beginning whether the actions we are developing are profitable.
