Power of Digital Media-Part 1
Advertising has always been an essential facet of establishing the success of your product. Although, the way entrepreneurs
used to do advertising has tremendously been changed. Advertisers are now giving preference to digital medium
over traditional medium for advertising their products. The fact can’t be overlooked that the world is rapidly
shifting from analogue to digital. People are consuming more and more digital content on a daily basis – on mobile
phones, laptops, desktop computers at work.
The Impact of Internet on Advertising
Earlier advertising your product via traditional medium was a tough nut to crack; specifically for a startup who would need
to spend a great amount of money. Towards the end of the twentieth century, an altogether new medium of communication
came into existence. The world called it as the ‘Internet’. No one then realized, the kind of unprecedented change
it would bring into everyone’s lives.
Digital Media is a byproduct of the internet and it has breached many barriers that were present in the traditional
medium. Since there are no geographical barrier and hence, reaching your target audience has become easier. It
also offers you to market your product/business free of cost.
According to a report: The number of internet users in India was expected to reach 500 million by June 2018. India is the
second largest online market, ranked only behind China.
Also, a Google report says that the number of Internet users in Indian languages is expected to reach 536 million by 2021,
contributing 35 per cent of $4.4 billion digital ad spend in the country.
Why Digital media over Traditional Media:
With the growth of social media and internet becoming the first mode of information exchange, the role of traditional media
in delivering information is getting reduced. The advent of social media, mobile penetration and now affordable
internet prices have played a significant role in the boom of digital advertising industry. Have a look at
the below data to get a gist:
As of the second quarter of 2018, Facebook had 2.23 billion monthly active users. while a user base of 1.47 billion people
visits the social media platform on a daily basis. India is the largest market for WhatsApp with over 200 million monthly active users as of February 2018.
With such an enormous usage of digital media, online advertising offers you many benefits over traditional advertising.
With such an enormous usage of digital media, online advertising offers you many benefits over traditional advertising:
To get the advertisement of your product done through a traditional media, you usually need to burn a hole in your
pocket. On the other hand, digital advertising gives you financial freedom where you don’t need to have a heavy
budget to run an ad. At very minimal cost, sometimes even for free, you can reach your target audience and fulfill
your business goals.
Traditional media comes with carpet bombing (you don’t have any control over target audience) whereas digital media gives
you the platform for precision targeting, hence becomes cheaper and affordable. To advertise a 30-second commercial
on a local cable television channel, it might cost you somewhere between Rs. 12,000 to Rs.90,000 and a satellite
tv broadcast sometimes as expensive as Rs. 30,000 per second. A print advertisement on a regional newspaper costs
anywhere between Rs. 5,000 to Rs. 50,000 depending on the page of publishing and a national publication is much
higher. Whereas, Facebook cost per click (CPC), on an average, is around Rs. 10 upwards, and the budget is dependant
on a number of factors including the audience that is being targeted.
It, therefore, offers an ample amount of opportunities, especially to small businesses and startups to showcase their product
without having to worry about over stretching their limited budget.
Traditional media is restricted to geography. One can not have a specific target audience. Traditional media does
not offer you the facility of demographic profiling.
However, Digital media is not limited by geography and offers demographics for precision targeting. You pay only
for the audience who are relevant for your product / business. In short, you get to choose your own set of audience.
Hence you derive better ROI.
Access to data and Insight
It is highly essential for an entrepreneur to keep an eye on how the ad is performing among its target audience.
Digital advertising gives you the privilege to analyze your ad’s performance in real time. Whenever you put an
ad on Google, Facebook, Instagram etc. you can analyze how the ad is performing and who are the audience getting
engaged with the ad.
All these insights would help you gather the required data and change your ad if required, all in real time. This is not
possible with traditional advertising media where results and analytics are available only after the entire campaign
is finished and budgets exhausted, that too by post release surveys which are not always accurate.
Helps Building Up Engagement
While opting for traditional media advertisement, there is no way of getting engaged with the customer. This, however,
is not the case with digital advertising. It gives you an enormously big platform to connect with your customer
and get instant engagement. Online advertisement provides you an interactive mode with your customer. This in
turn, gives the customer a sense of reliability and satisfaction towards the advertiser.
Today’s customers believe in voicing their opinion and want to be heard and that is exactly what online advertisement provides
Broader Geographical reach
While using traditional media, one might reach a specified number of audience; digital media gives you an ocean of
audience which enormously increases the probability of your product being more highlighted. You can get to choose
your audience irrespective of their age, gender, geographical landscape and much more.
Direct contact with the Customer
While exercising traditional format of advertisement, it becomes really difficult to keep an eye on your customer’s
response. On the other hand, digital media offers you a platform to be in direct contact with your audience.
Doing digital advertisement also gives you a scope of improving marketing strategy using the customer’s feedback.
Digital landscape gives you an opportunity of real time assistance to the customers. It, therefore, increases the
level of satisfaction amongst customer as their issues get addressed faster. According to a research, 89% of
companies believe customer service is their main point of competition and many have had to make a drastic shift
Presently, most of our internet users are digital natives. Digital native, a term used to describe those who are born or
bought up during the age of digital technologies and are technology and computer efficient. They tend to spend
a very large amount of time surfing on the internet and chatting on social media. The only way to communicate
with this dynamic new audience who can be critical for your business is through digital media.
Online advertisement is the demand of new age businesses and the world is moving gradually towards it. Digital Advertising
can create wonders for your business if used in the right way and can produce great ROI (return on Investment).
So, be a smart businessman, be an Online Advertiser.