Experts hail digital marketing as superior

Say businesses see higher ROI, targeted outreach, leaving traditional marketing behind

KARACHI:

IT professionals have stressed that digital marketing, rapidly gaining popularity and surpassing traditional methods, is proving to be far more effective, economical, and far-reaching. The increasing number of active users on various social media platforms is allowing digital marketing professionals to not only meet but exceed their target audience, turning potential customers into loyal clients.

SEO experts, graphic designers, content writers, and web designers are now leveraging more than a dozen social media platforms. These platforms play a vital role in the success of digital marketing as the number of social media users continues to soar. Current monthly active users include WhatsApp with 2.80 billion, Facebook with 3.03 billion, Instagram with 2.4 billion, TikTok with 1.04 billion, LinkedIn with 1 billion, Telegram with 950 million, Snapchat with 800 million, YouTube with 2.5 billion, Google with 4.9 billion, and Twitter/X with 540 million, among others.

Dr Noman Said, an IT expert, explained that digital marketing allows businesses to target specific audiences, minimising resource wastage. It is more economical since platforms like Google Ads and Facebook enable businesses to set budgets, controlling expenses. Additionally, analytics provide real-time insights, allowing businesses to adjust strategies immediately, a luxury that traditional marketing doesn't offer. According to HubSpot, companies using digital marketing report a 50% higher Return on Investment (ROI) compared to conventional methods.

"This trend is accelerating rapidly," he added, citing a Statista report showing that global digital ad spending exceeded $455 billion in 2021 and is projected to reach $645 billion by 2024. With 63% of businesses focusing more on digital marketing post-pandemic, the shift is undeniable as companies recognise its cost-effectiveness and broader reach.

Said highlighted Facebook, Instagram, and LinkedIn as the top platforms for digital marketing. Instagram, with a 6% growth in ad revenue in 2023, is ideal for visual marketing, while LinkedIn remains the preferred choice for B2B marketing worldwide. TikTok is also emerging as a key platform, especially for targeting younger audiences.

SEO professional Syed Wahaj Ahmed reinforced the claim, stating that digital marketing is far more cost-effective, particularly for Small and Medium-sized Enterprises (SMEs). "It allows professional marketers to track targeted audiences both locally and globally, narrowing down potential buyers in real-time," he explained. While physical and traditional marketing focuses on local or in-person engagement, it is expensive, its reach is limited, and campaigns can be difficult to measure in terms of return on investment, he said.

Ahmed added that digital marketing facilitates immediate, two-way interactions with customers through comments, likes, and shares. In contrast, traditional marketing relies on one-way communication, lacking the engagement opportunities of its digital counterpart.