دیجیتال مارکتینگ چه فرقی با بازاریابی سنتی دارد؟ برای پاسخ به این سوال بهتر است ابتدا تعرف دیجیتال مارکتینگ را بدانیم و در نهایت به نقاط قوت و ضعف آن پی ببریم.
دیجیتال مارکتینگ چیست؟
دیجیتال مارکتینگ عنوانی است که برای تمام فعالیت هایی که در جهت بازاریابی از طریق کانال های دیجیتالی انجام میگیرد، بهکاربرده میشود.
کسبوکارها از کانال های دیجیتال نظیر گوگل، شبکههای اجتماعی، ایمیل و وبسایتشان برای برقراری ارتباط با مشتریان کنونی و آتی خود استفاده میکنند.
برخی از ابزار دیجیتال مارکتینگ را در ادامه با هم می خوانیم:
- شبکههای اجتماعی تجاری مانند لینکدین
- شبکههای اجتماعی مانند فیسبوک، اینستاگرام و توییتر
- ایمیل مارکتینگ
- بنر های تبلیغاتی اینترنتی
- بلاگ نویسی
- بازاریابی ویروسی
- ویدیو مارکتینگ
بازاریابی سنتی چیست؟
بازاریابی سنتی در واقع در اینجا به بازاریابی اطلاق می شود که از ابزار غیرآنلاین برای پیاده سازی اهداف خود استفاده می کند و در ادامه به برخی از این ابزار اشاره می کنیم:
- روزنامه
- تبلیغات کاغذی از قبیل فلایر ، پوستر و بروشور
- رادیو
- تلویزیون
- بیلبورد
- تبلیغ در مجلات
حالا که با تعریف بازاریابی سنتی و دیجیتال مارکتینگ آشنا شدیم و ابزار مورد استفاده آنها را شناختیم به راحتی می توانیم به مزیت های بازاریابی دیجیتالی پی ببریم.
در ادامه در خصوص برتریهای دیجیتال مارکتینگ نسبت به بازاریابی سنتی صحبت خواهیم کرد.
۱. هزینه
تبلیغ در رسانه های سنتی از قبیل تلویزیون ، رادیو و روزنامه ها نیازمند هزینه بسیار زیادی است ولی در مقابل تبلیغات در رسانه های آنلاین هزینه چندانی ندارد و کسب و کارهای جدید به راحتی می توانند این هزینه ها را پرداخت کنند.
۲. قابلیت اندازه گیری
در بازاریابی سنتی معمولا ابزاری برای سنجش اثرگذاری تبلیغات وجود ندارد و باید برآوردی تقریبی نسبت به فروش محصولات برای تاثیرگذاری تبلیغات بدست آورد ولی در مقابل در دیجیتال مارکتینگ شما ابزار سنجش کاملا دقیق دارید و در هرلحظه می توانید میزان اثرگذاری تبلیغات خود را بسنجید و در صورتی که از نتیجه تبلیغات راضی نیستد روش یا مدیا خود را به سرعت تغییر دهید.
۳. سرعت اثرگذاری
سرعت اثرگذاری تبلیغات آنلاین بسیار بالاست و در بعضی مواقع شما بلافاصله نتیجه تبلیغ را می بینید به طور مثال در تبلیغات Adwords گوگل بلافاصله که تبلیغ شما در صفحه اول گوگل نمایش داده می شود کاربران بروی آن کلیک می کنند و وارد سایت شما می شوند و در مورد محصولات شما می خوانند و یا خرید انجام می دهند.
۴. درگیری بیشتر
در بازاریابی سنتی واقعا نمیتوانید با مخاطب هدفتان تعاملی برقرار کنید. بنابراین، قبل از اینکه بخواهید قدم بعدی را برنامه ریزی کنید، ناچارید تا زمان برگشتن واکنشها منتظر بمانید. و این، یک فرایند طولانی و خسته کننده است.
اما دیجیتال مارکتینگ، به شما کمک میکند تا بلافاصله مخاطب خودتان را درگیر کار یا سوال یا رفتاری کنید که میخواهید. میتوانید بدون معطلی با یک مشتری واقعی در مورد برند یا شرکتتان صحبت کنید و او را به چالش بکشید.
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