Digital marketing and online marketing are two terms you hear frequently. What’s the difference between the two? Digital marketing is the use of digital technologies to market a product or service. Digital technologies include mobile phones, social media, online marketing, and display advertising.
Online marketing is more specific of a term. It is marketing that takes place online. Although most of digital marketing occurs online, some of it is offline. An example of marketing that is digital but not online is sending a promotional text message to customers. Mobile phones don’t rely on the Internet to transfer text messages, so it’s not online marketing. They are, however, a digital technology. Mobile apps are also considered a form of digital marketing because they operate separately from the Internet.
Online marketing includes a wide range of types of marketing too, such as email marketing, search engine optimisation, social media marketing, and content marketing. And because online marketing is a subset of digital marketing, email marketing, SEO, social media marketing, and content marketing are all digital marketing as well. The difference between digital marketing and online marketing might have seemed confusing at first, but it’s really not complex.
The two terms are confusing when used in marketing concepts, leaving you with a conundrum on contextualising the concepts. The contrast between online marketing and digital marketing might have looked confusing, but at the end of this article, you will realise it is not complex as portrayed and how it is gaining traction in Singapore.
To understand and be able to discern between online and digital marketing, it is important to understand the term marketing itself briefly. Marketing is the administrative practice which services and goods are conceptualised from theories to goods for clients. It employs the 4 P’s of marketing which includes:
- Classification, choice, and advancement of a product
- Definition of prices
- Choosing the mode of supply conduit to the client’s place
- Generating and executing a promotional plan.
We are focusing on the last component which forms the basis for both online and digital marketing of a product or service.
Digital marketing encompasses all platforms both online and offline to advertise the essence of your services or products. In a nutshell, in digital marketing advertising is not limited to the use of the internet. This way, digital marketing is used to describe all forms of marketing happening on the internet.
Digital marketing precedes traditional marketing methods by shifting from hardcopy-based platforms to virtual-oriented methods. The choice of investing or not investing in a strategy is settled on, not by the embracing of technology by an organization but by using past experiences of your company’s ad campaigns. The experience is to help bridge gaps of the disconnect generated between the non-adoption and adoption of a technology. In the long run, digital marketing aims to attract new clientele while ensuring your existing customer base is contented with your services or products.
Forms of Digital Marketing
Channels used in digital marketing are several for it forms the basis of internet marketing.
Mobile advertising develops advertising messages and acts as a conduit for transmitting this information to a customer without the use of onscreen internet connectivity. An example of the mobile ad campaign is sending SMS to your clients notifying them of an impending offer of your organization.
Display advertising is branding by use of flyers on apps and web pages with the sole aim of dispensing commercials products’ and services’ info to prospective customers on the digital space. By this, you build exposure to your brand by making your prospective clients engage with your products. The more your clients gets into touch with the products, the more popularity you generate for your site. These ads materialise on distinct parts of apps exclusively set aside for marketing at a cost.
Digital marketing generalises the scope it focuses on including both online and offline capable modes of advertising. To some extent in analysing digital marketing, the concept of online marketing or its forms keeps rearing its head because digital marketing is the basis upon which online marketing is formed.
The dominance of online marketing’s concept in digital marketing is a pointer to a relationship between these two concepts, but in actual context, they are two distinct elements of marketing. But to bring the distinctions into context, it is important to understand what is online marketing.
The online market is a subsection of digital marketing with a unique characteristic. Online marketing which is a downgrade as compared to digital marketing, depending on your perspective. Online market to work as expected, necessitates the need for a continuous link to the internet. An example of this form of advertising is undertaking a pay-per-click commercial on a website.
It’s reliability to an exclusive internet connection for its operation limits coverage and scope as compared to digital marketing and its components. The internet linkage it depends on limit its reach to some users who are not connected to the internet grid.
Despite this limitation, it is the most preferred mode of marketing on the internet. A great chunk of businesses in the world and to be precise to Singapore due to its location as a go-to for cutting-edge online advertising, depend on this method of marketing.
Singapore as a country focuses on internet connectivity for her citizens. Studies show that 78% of Singapore’s population is covered by the internet. Thus, employing the aid of online marketing in Singapore is a sure way of reaching masses who are prospective clients to brand your product or services.
Forms of Online Marketing
Online marketing takes several forms due to its great scope and popularity. The forms are:
Search engine marketing (SEM)
Forms the context upon which online operates. SEM is marketing online by is directing internet traffic to a web page by procuring advertisement lots on search portals or search engines. SEM is a broad aspect encompassing search engine optimisation (SEO) and paid search advertising (PSA).
PSA focuses on acquiring leads by attaching advertisements on search portals. PSA works best in the form of pay-per-click campaigns (PPC) while SEO is the employing of boosting searches skills to safeguard good ratings with search portals.
Social Media Marketing
Social media marketing is suited to social media platforms as a tool for transmitting info on products to tech-savvy age brackets. The coverage guaranteed by social media platforms makes it a go-to reach this materialistic or shopping-inclined generation. Most leads these days are converted to customers from social media platforms. The dominant players on this field include likes of Facebook and Twitter. They account for about 65% of social media marketing across all platforms in the world.
Websites are the foundations on which online campaigns take place. Website as a base for marketing services, always take the forms of an individual blog, business or private web page accommodated on a communal platform such as Tumblr and WordPress.
To sum up, these two means of marketing are difficult to dissociate, but their differences are the main source for unprecedented development in the entire sphere of internet marketing, which is continuing to open up marketing for businesses in Singapore, and the globe.
How to Do Online and Digital Marketing Right in Singapore
Now that we have looked at the different types of online and digital marketing, let us move forward and look at tactics on how to do both right in Singapore.
The human brain is wired to interpret visuals faster than blocks of text. As you embark on doing online and digital marketing, use the visual elements to stand out from the competition on online platforms such as social media. Whether it is the mascot, font, logo, colour scheme, or any other visual that defines your brand, use it to make your brand easily recognisable to the target audience.
More importantly, spice up your ads with creative visual elements to grasp the attention of the audience and lure them to take the desired action especially on popular social media platforms in Singapore such as Facebook.
Budget and Spend Wisely
There are different forms of digital and online marketing strategies in Singapore. Each of them has its own highlights and the cost varies. Before you start running a campaign, consider the price and value factor and budget wisely to avoid plunging your business in a financial turmoil.
The next important thing to note that is that every platform you intend to use for digital or online marketing offers a different value to your Singapore brand. Analyze and compare the value proposition of every platform to find one that you should invest more time and money into to get value for money.
Just because one platform worked well for a particular company does not mean that, you will get the same results from it. Therefore, decide how each platform is going to do for your specific advertising campaign. For example, Google Adwords deliver the best results when there is a clear demand for the service or product you are offering. This advertising platform also works when you are targeting a specific group of potential customers who are searching for your brand and what it offers online.
Do Your Research
Well, you might have ideas for what is going to work best form your Singapore brand and audience based the results achieved from past online and digital marketing campaigns. Nonetheless, it is imperative to carry out extensive research of the market. The data collected should inform every decision that you make.
You might anticipate your target customers will respond to your campaigns a certain way, when in fact they are going to go in a different direction. Research will help you identify the right campaigns to invest time and money into today.
Over the years, we have seen companies spend thousands of dollars on paid advertising. They are happy to see clicks roll in even if the clicks are from people tangential to the service or product or service they are offering. If you opt for sponsored posts or any other form of paid advertising, use a platform that allows you to target a specific group of customers. Create custom ads and campaigns for each group of customers.
The Buyer Process
Singapore online and digital marketing landscape is very dynamic and competitive. Understanding the buyer journey and what you need to provide to them at each stage of the funnel will help enhance your marketing campaigns. Thanks to advancement in technology, there are many buyer analytics tools that you can use to see how customers interact with your product or website at each stage.
For example, you can use analytics to see which pages a website visitor visits before converting. Use this information to wire your Singapore digital marketing campaign to make it easy for the potential customers to make the final decision.
How well do you the Target Audience
Even before you start creating a Singapore digital marketing campaign, you need to have a full grasp of the target audience. You need to know who the potential buyers are before you try to market a product or service to them. Note this is an important step whether you are doing marketing in Singapore online or offline.
If you plan to embark on social media marketing, know which platforms the potential customers spend most of the time on, their interests, age, career and any other information that could influence their buying decision. Here in Singapore, Facebook, Instagram, and Twitter are the best platforms that you can use for this purpose.
Consider Integrating All Marketing Channels
Integrating all your Singapore marketing channels will help you reach a larger audience. One of the easiest ways of doing this is through consistent messaging. Make sure that all ads are integrated across all platforms you decide to use. The ads should also convey the same message to the audience to avoid any confusion and spur the highest possible level of engagement.
You should also note that each social media platform is has a different feel to it and so you need to get your Singapore digital efforts to match each platform while at the same time maintaining the voice of your brand. At the end of the day, you will realize that an integrated marketing campaign will deliver more results than a single initiative. For instance, Facebook Sponsored Ads do well on their own when used to promote a new product or a sale, but works even better when supporting other initiatives such as email marketing.
Geo-fencing is a new aspect of Singapore digital advertising that has a lot of potent power to marketers especially those working in the B2C space. As the name suggests, it allows Singapore digital marketers to target customers based on their physical location with the goal being guiding them to the specific business location.
When combined with other digital advertising strategies, Singapore marketers are able engage with customers at the right time and using the right message to boost in-store traffic. The message used to engage with the customer is based on their interests. Research studies shows that this type of campaigns results in three times more foot traffic and on average, increases sales by 27%.
A combination of digital and online marketing strategies will help your business get a firm footing in Singapore. However, you need to have a team of experts steering the campaigns. We take pride in been the most reliable and top rated digital marketing agency in Singapore. Call us on +65 6789 9852 for a free and non-obligatory consultation session.