The effectiveness of digital marketing - Part 3

I’ve already reviewed the potential that digital marketing possesses according to author David C. Edelman, but what about the results? After all that is what people like to talk about when we get down to it all. One of the most positive aspects of digital marketing is that it has leveled the playing field meaning small-businesses have as much of an opportunity of competing with big-businesses if they have a marketing strategy that is good enough. Since both are already reaching a large audience, quality of marketing has become more important than ever. In Pakistan for example, small fast-food restaurants like; Jessie’s in Islamabad, Outpost BYOB in Lahore and Burger INC. in Karachi have found ways to compete with large fast-food chains like McDonald’s and KFC simply because they have fully utilized digital marketing and by creating enough of a buzz on social-media as well as posting pictures of the burgers on their menus and upcoming discounts, they have all managed to establish a loyal and constantly growing customer base.

Another aspect that can cause both great benefit and great harm to a company is that of customer reviews. To put it simply, if your product is good enough you can benefit from people responding positively to it by posting reviews and giving positive comments on social media. However, if your product lacks in quality these same people can completely sink your product by their negativity which has the potential to spread like wild-fire, especially on social media. And the same thing applies to marketing campaigns, if a company bases a campaign on something offensive people of social-media have the potential to completely destroy that company’s credibility and reputation just by posting a few negative comments.

Furthermore, analytics have emerged as one of the most concrete indicators of success and failure in modern-times as they give marketers exacts facts and figures of the number of people who are reading or viewing a particular ad. The article Why Thinking About Digital Analytics All Wrong highlights the effect Google Analytics in particular have had as well as the steps they have taken by streamlining and adding more and more dimensions to Analytics that allows a marketer to know all the necessary facts regarding a particular ad from how long he viewed a particular ad to how quickly he closed a particular ad.