Digital Marketing and Exposure

Exposure; Exposure is the final expectation of a marketer on his marketing efforts. It is by the exposure marketer get the opportunity to address his target audience and convince them the real need and motivate them to go ahead and buy the product. There is no value of an effort if no one knows it, no one talk about it. There for exposure is the key for a successful marketing campaign whether it is a traditional campaign or a digital campaign.

Hi friends,

As my first blogging experience I would like to share my learning experience on how digital marketing can give exposure to your marketing efforts.

In traditional marketing in where print, broadcast, direct mail and telephone calls were only used, marketers used various strategies like bellow to get maximum exposure for their campaigns. 

But if I ask you the question “What is the most accurate strategy which directly focused to the real target audience?” what will be your answer?

My personal answer is “None of them”

Why I say like that?

First we take our primary objective of designing a marketing campaign.

Primary objective is addressing the target audience and convince them the real need which will motivate them to go ahead and buy the product. Therefor the exposure that we expect from a media should be the exposure to the target audience because; they are the one that we are going to motivate. As the first step to do is addressing the target audience let’s see how accurate above said media in reaching our target audience.

As a most preferred media, I am taking television advertisements to explain.

Think you want to market an energy drink to youth, and you choose to advertise it on television in peak hours. (During Teledrama) But how can you precise that your exposure has been maximized. It may have most number of viewers consist with children, elders and youth also. But your objective is only to motivate youth, who are actual potential buyers of your product.

If we take a week end newspaper the situation will be same. Though you advertise your product in the front page of a week end newspaper, people who see it may not include to your target market in most situation.

In both situations you also have to pay huge amount of money. But the media can’t assure that they can give you the accurate exposure to your target audience.

And if we want to publish our product in a foreign country what will you say????

It may not easy to just go and publish your product in their TV channels or newspapers.

How digital marketing can give exposure to marketing efforts?

Many people are attracted to digital media everyday

Digital Marketing is using electronic devices such as personal computers, tablets, smartphones, game consoles, digital billboards, and cellphones to engage with consumers and other business partners. Internet marketing, advertising and marketing efforts that use the Web and email is a main component of digital marketing. 

At present, people are more increasingly exposing to the digital media than traditional media because of their busy lifestyle. For an example, because people are busy with their day to day activities they may have no time to sit and watch news in television, but they will surely search internet for the latest news form mobile devices while travelling as it is more convenient to them. This is not only limited for news. People like to do online shopping than visiting the stores; they prefer watch online movie or buying movie online to a cinema. They like to always be in touch with their loved ones and share their life with others in social media. They prefer search music online to request form radio channel. Therefor who can say that they are exposed to traditional media than digital media? And most interesting thing is this number is rapidly increasing year by year. This graph taken from www.internetlivestats.com shows that rapid increase clearly.

According to site rankings Sri Lanka as a country has impressive stats with the 75^th rank of the world.

It is not limited to geographical territories

Marketers can reach international audience without any extra effort. Most of the present organizations have foreign people in their target audience or substantial amount of their target audience is foreign audience. It is not easy for an organization to advertise locally for each of their target audience. Digital marketing is the answer for them to easily reach their target audience. 

Tools and media that can increase the exposure

Various types of tools and media can be used to increase the exposure for the digital marketing efforts as listed above.

Websites and Search Engine Optimizing

Person who comes to internet and searches a product is a one who has the real need of that product. As an example let’s take a person who Google “hotel rooms in Colombo”. He is a one, who really needs a hotel room in Colombo. He is a potential customer for a hotel in Colombo. For a hotel in Colombo, they just need to be present in the internet to get the exposure and grab the customer.

But your site may just not appear when he search for “hotel rooms in Colombo”    You may require to do search engine optimizing (SEO) to appear in the top of the list which will increase the exposure.

Pay-per-Click Advertising

Pay-per-Click Advertising is a paid promotional in the internet. In Google, they offer Google Ads to give the priority for your site in a search result list for a certain keyword. And advertiser has to pay Google only if anyone clicks on your advertisement. Key word research tool in the Google ad words helps to optimize your ads exposure. With this you get the opportunity to show ad to the actual potential customers who searches specific product and you have to pay only if they click on your ad an visit your site. Therefor there is an assurance that your massage communicates to the target personal that you want to motivate towards purchase. You have to pay only for the exposure.

Social Media Marketing

In the social media you can find interested groups easily and you can give maximum exposure to them. Most of the social media promotions can be done without expending.

Internet Banner Ads

Internet banner ads can be published in the websites where the target audience visits more. By this advertisements can be exposed to the audience that we expect, more accurately

Like this exposure can be increased by using these tools and media.

With having all these together, digital media is more rich communication channel which can give more accurate exposure for a marketing campaign.

In my next post I am looking forward to explain the digital marketing concepts and trends more detailed manner. Keep in touch with me to have more exciting knowledge.