Feature Story

A Shift to Digital Advertisement

A form of advertising that involves use of online channels like websites social media apps, search engines etc.

The interests of society have been changed and thus the way of working. From educational to political campaigns and from awareness campaigns to business – everything has been shifted to social media platforms.

Digital marketing, also known as online marketing or digital advertising, is a form of advertising that involves use of online channels like websites social media apps, search engines etc.

Simply, digital marketing is the promotion or advertising of your product, services or business using internet (websites, social media apps, YouTube, Google, e-mail etc.) and devices like mobile phones, laptops, computers and tablets.

For instance, when you watch an advert on YouTube video, before it starts, promoting a product – is digital marketing.

Digital marketing began in the 1990s when the internet became popular. In the early days, websites were mostly like online brochures, just sharing basic details about products and services. But everything started to change with the launch of search engines like Google, social media sites like Facebook, and the use of mobile phones. These tools gave businesses new and better ways to connect with people, advertise their products, and grow online. This marked the beginning of a fast-moving and ever-changing digital marketing world.

Before the internet, advertising was dependent on traditional methods to attract mass attention. These methods include:

• ·       Television: The use of television (T.V) for advertising brought significant changes because of its capability to deal with both; visuals and sound.
• ·       Radio: Radio was important because, initially, it reached people easily in contrast to T.V.
• ·       Print: Print media, including newspapers and magazines, used catching visuals and provided in-depth information using convincing writings.
• ·       Out-of-Home (OOH): It is any advert found outside home. It includes billboards, posters, bus shelter posters, 3D displays, building wraps etc.

The types of digital marketing are:

• ·       Social Media Advertising (Instagram, Facebook, TikTok)
• ·       Search Engine Marketing (Google Ads)
• ·       Display Advertising (Banner ads, pop-ups)
• ·       Influencer Marketing
• ·       Email Marketing
• ·       Affiliate Marketing

Marketing through social media apps like Instagram, TikTok, Facebook etc., is gaining more and more attention day-by-day. Taking an example of famous cookie brand – Crumble Pakistan – they just post funny and trending content on Instagram. Their short, engaging and humorous content attract audience more rather than their product.

It would be unreal if someone ignores the strength of the social media in the current era. Yes, it is a medium to progress in a less time within a low budget but content on marketing should meet the interest of the audience. The basic characteristics of the engaging content is that it is creative, short and have humorous element as per the current demand.

This is what Crumble Pakistan is doing-which leads the brand to become popular within a short time.

In comparison to electronic media, it is far better to run adverts on social media in many ways. Firstly, digital media requires low budget including production, casting etc. Secondly, audience have been shifted from electronic to digital media and traditional ads are no more engaging. Furthermore, on social media a brand can reach their target audience and can redefine the content. Moreover, now-a-days, brands have their employees in social media ads-which is more budget-friendly.

Another example is of Zer0 Lifestyle – they sell digital devices (like air pods, watches, air buds, headphones etc.) They mostly influencers through PR-packages. Moreover, they use a little humorous content.

Digital advertisement uses simple way to reach audience online. Firstly, they made targeted ads where companies show ads according to audience behavior. Commonly, brands use social media to promote their products. Secondly, they use search ads which make them popular in the google searches. Influencer marketing is also popular where they approach familiar and famous faces who talk about their product. With the internet, businesses can reach audiences across the globe without setting up physical locations. Digital marketing breaks down geographical barriers and opens doors to international markets.

A shift from film industry actors to social media influencers is also under consideration. Having an actor promoting brand is far more costly than a social media influencer. Currently, social media is flooded with influencers promoting brands.

Both, merits and demerits go hand in hand. Undoubtedly, mass is shifting to digital media because of its benefits but disadvantages run parallel to advantages. Competition increases with the increase in quantity. As, almost, everyone is shifted to digital media, it has become tough to compete. Digital marketing relies on stable and strong internet connection, any disturbance leads to loss of interaction. As social media is flooded with ads, it may lead to ignorance from public, if the content lacks uniqueness. Constantly Changing Algorithms: Platforms like Google and Facebook frequently update their algorithms, which can impact campaign performance. Consumers are exposed to hundreds of ads daily, leading to ad blindness and decreased effectiveness.

The future of digital marketing is changing with new technology and consumer needs. AI is making marketing smarter through chatbots, data analysis, and personalized content. As voice assistants like Alexa and Siri grow in use, it's important to create content for voice search. Short videos on platforms like YouTube, TikTok, and Instagram Reels are becoming more popular. Augmented Reality (AR) is also being used to create interactive brand experiences, especially in retail and real estate.

Success in digital marketing means being open to change, thinking creatively, and always learning new things. Technology keeps improving, and people’s online behavior keeps changing. That’s why marketers need to update their strategies regularly. Businesses that stay current and use smart digital marketing tools will attract more customers, stay ahead of competitors, and grow over time. Being active, flexible, and willing to try new ideas is key to long-term success in the digital world.

In a nutshell, digital marketing is more than just a trend, it has become necessity. It enables businesses to connect with customers where they spend most of their time. It is clear that the business that are embracing digital media today will lead tomorrow.