The ability to reach millions, probably billions of users using just your laptop and some skills in Digital Marketing.
Let’s take an example of a typical Advertisement in a newspaper before we begin with what Digital Marketing is. This is an advertisement for Dwight Garner’s book “Read me” on the front page of The Newyork Times..
Let’s assume this Ad has been published only in the city of West Virginia on a typical day. The number of total TNT subscribers in West Virginia is around ~ 5 lakh copies every day.
The approximate cost for setting up this ad would be around Rs. 91 Lakhs which will be seen by approximately 5 lakh people. Cost/view = Rs. 18.2
What percentage of people do you think will pay attention to this Ad? 10–15% at max? This is almost 75,000 people. Let’s take 1,00,000 as a safe number.
How will Dwight Garner and his publishers know how many people purchased or pre-booked the book because of this very advertisement? They won’t, right?
According to me, this is a very inefficient form of advertising. You are spending almost Rs. 91 lakhs to potentially reach out to just 1 lakh people. That’s almost Rs. 91 per impression.
Traditional marketing channels involve – Banner Ads near roads, Fliers, Newspaper Ads, Posters, etc. None of these channels give you important insights into how your marketing campaign is performing, because you can’t measure important metrics like :
- Number of people viewing the Ad
- Time spent viewing the Ad
- People who visit the website/store to inquire more
- Number of people who buy because of the said campaign