Today technology has influenced our lives to the extent that its very difficult to even imagine anything without a direct or indirect involvement of it. considering the business domain, where a small scale businessman increase his profits by bringing up his business online and also by marketing a particular product online . well i agree that many questions can arise into one’s mind on reading the above sentence. some of these questions can be what is marketing online? or what is digital marketing? how can i market a particular product online? how it would benefit my business? Is it feasible to market online?. answering these few basic but yet very important questions one can get the right insights into Digital Marketing.
So lets begin by what is marketing online or what is Digital Marketing?
Digital marketing also known as the data driven marketing, is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops,digital marketing campaigns are becoming more prevalent and efficient.Second most important question that needs to be answered about digital marketing is, how to do it. most people do not know how they can actually market their brand online at very less tariffs or even for free. The simplest way to digitally market a particular product is through social media like Facebook Instagram. there are other ways too to market your product digitally like through search engine optimization, Search engine marketing, data driven marketing etc. another aspect of it is how can a right insight about digital marketing can help grow the profit margins of a business. to understand this in a better way lets take an example of Facebook for Business. Its divided into parts such as Overview, Likes, Reach, Posts, Visits, videos and people. well lets understand all these components of Facebook for Business in brief.
This section provides a snapshot of your Page’s performance in the last seven days. It focuses on 3 core areas:
Page Likes: Total and new likes for your Page
Post Reach: Total number of unique people who were shown your Page and posts
Engagement: Total number of unique people who engaged with your Page, as well as different engagement types
You can also see your 5 most recent posts and use more tools:
Pages to watch: See how businesses similar to yours perform. For example, if you’re a jewellery retailer, you can get posting ideas based on engaging posts from other retailers. the second one is Pages Manager App: Respond to people on the go. Download the free app from the iTunes Store or Google Play Store.
In the Likes section, you’ll see 3 core metrics:
Page Likes: The total Page likes for each day, over a 28-day period.
Net Likes: The number of new likes minus the number of unlikes.
Where Your Page Likes Happened: The number of times your Page was liked, broken down by where it happened.
The Reach section shows you:
Post Reach: The number of people your post was served to, broken down by paid and organic reach
Likes, comments and shares: The positive engagement that helps you reach more people
Hide, Report as Spam and Unlikes: Negative engagement will decrease the number of people you reach
Total Reach: The number of people who were served any activity from your Page
Under Visits, you’ll see:
Page and Tab Visits: The number of times each of your Page tabs was viewed
External Referrers: The number of times people came to your Page from a website outside of Facebook
Ensure that your Page is filled in with basic information so that you can be found by the people who matter most to you.
The Posts tab is divided into the following 3 sections:
When Your Fans Are Online: Shows you when the people who like your Page are on Facebook content
Post Type: Displays the success of different post types based on average reach and engagement
Top Posts From Pages You Watch: Gives you the engagement of posts from the Pages you’re watching
Tip: Schedule your posts to appear when your audience is most often online. You can also review your post types to see what resonates most with your audience, such as link posts or photo posts.
The Videos section will show you 3 things:
Video Views: Number of times your Page’s videos were viewed for 3 seconds or more
30-second Views: Number of times your Page’s videos were viewed for 30 seconds or more. If a video is less than 30 seconds long, this counts when people view 97 per cent of it.
Top Videos: Most-viewed videos on your Page watched for 3 seconds or more.
The People tab is divided into Your Fans, People Reached and People Engaged.
Your Fans: View the gender, age, location and language of the people who like your Page
People Reached: See the people your post was served to in the past 28 days
People Engaged: Find out who has liked, commented on or shared your posts, or engaged with your Page, in the past 28 days. Once you know who your most engaged audience is, you can better tailor your Boosted Posts to them.
Tip: Target your Boosted Posts to your most engaged audience to keep them interested. For example, Allison Park Store changed their Boosted Posts to be less focused on male interests, such as golf, when they learned that the majority of their fans were women.
At the end i would like to focus on the most important aspect that every businessman looks for before marketing his product and i.e. nothing but how feasible it is to market online. well the answer to this question is yes its very much feasible these days to market any product online by using social media, because social media is not just to connect people but actually its much more than that which can actually help any business get the right customer reach in no time.
I strongly feel that adopting the different ways of digital marketing to market a product will not only help to get the right customer rich but will also help to grow and prosper a particular business in areas where there is a strong demand and need for a particular business.
By Bhasker Bhandare