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Digital marketing or online marketing is an effort to promote and communicate products to consumers by utilizing platforms and features available on the internet. Although generally this activity aims to ensure that a product can be communicated properly in accordance with consumer needs, the process also includes maintaining relationships with consumers.
In general, digital marketing has several characteristics: two-way communication, specific target markets based on demographics and consumer behavior, feedback or data from two-way communication, easy-to-see marketing performance detection, and inexpensive management but needs optimization.
Ten Important Things in Digital Marketing
The marketing mix model or marketing mix emphasizes several factors known as the 4Ps, namely product, price, distribution channel, promotion. Along with the times, the 4P concept has developed into 7P, which includes Product, Price, Promotion, Place, People, Process, and Physical Evidence.
1. Search
Razi explained that there are two types of search features for digital marketing. For free features, search engine optimization (SEO) can be an option, and search engine marketing (SEM) can be selected if you want paid features.
These two things both prioritize four things so that digital marketing can work: keywords that users are looking for, technical on-page to see the ease of a site to be read, content on page to create interesting content, and offline linkback to see if a business covered by the mass media.
2. Social media
Social media has an organic system for free features, where generally the driving force of social media features is content that is presented as a media for promotion and interaction between companies and consumers or potential customers. Four things that must be considered in this feature are branding, customer service, monitoring feedback, and consumer interaction.
On the other hand, there are also paid features by utilizing social media advertising and promotional collaborations with influencers. This can then be monitored numerically through data owned by the social media where the ad is placed.
3. Customer Relationship Management (CRM)
Both free and paid features, aspects of CRM typically rely on communication via emails sent in bulk and personalized messages addressed to each customer. This can be traced from marketing trends which tend to promote individual communication that is more effective and easy to convey. The goal is for companies to build relationships and closeness with consumers.
The difference lies in the method and availability of consumer contact, for example by using a database owned by a company without knowing whether the target market is suitable or with third party databases which are usually less effective but can reach more consumers.
4. Content
For the content aspect, free features usually rely on digital public relations content such as blogging or writing by marketing content creators and press releases aimed at journalists. This content is usually a more economical way of promoting a product because the content can be reproduced.
Meanwhile, paid features rely on paid collaboration between mass media and companies through paid content or advertorials and the use of advertisements published online on various sites on the internet.
5. Price
Price is a concept in marketing that needs more attention. Pricing must be considered carefully, because price is not only related to company profits, but also influences the customer's decision to make a purchase.
At the same time, price is a point that influences the level of demand and the position of a product or brand in the eyes of consumers. The better the price of your product compared to competitors' products, the greater the potential for customers to buy your product. If the price offered is commensurate with the quality of the product and after sales service, customers will not hesitate to repeat orders.
6. Promotion
In the digital marketing concept, promotion plays a very important role. Promotion aims to introduce, invite, and influence consumers to own the products you offer. That is why the use of various platforms, websites and social media is the main point in implementing digital marketing.
7. Distribution Channel / Place (Place)
If your place of business is easily accessible to consumers, then the products you offer will be even more in demand. Ease of reach also has a big role in the customer's decision to make a purchase or not.
It's just that, in the digital era like now, online sales are able to break the long chain of distribution channels, even remote business locations can be reached by just a few clicks in front of a computer screen or using a gadget.
Digital transformation in various industries certainly requires every business owner to adapt and adjust his business so that it is relevant to the times. In online-based sales, the ease of distribution channels can shorten the time it takes to deliver products to consumers.
8. People
What is meant by people or people in the 7P marketing mix are all those involved in the production and marketing of the products you sell, either directly or indirectly. Choosing the right people is one of the keys to the marketing mix. The right person and the right position can make a big impact by improving performance and creating sustainable profits for your business.
9. Process (Process)
Process is part of the marketing mix in the form of a series of activities in providing services to consumers. This process is related from introducing products to consumers until the goods or services reach the hands of consumers.
The differentiator in the process that your company does compared to competing companies is an added value and makes your business unique, so that customers remember it easily.
10. Physical Evidence (Physical Evidence)
Physical evidence or physical environment is the state or condition of the place where you own the company. The characteristics of the physical environment here include geographic and institutional environmental conditions, decorations, rooms, sounds, smells, light, weather, placement, and layout.
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