Today there are more people online than ever before. In India, there are over 500 million people who use smartphones. This number is larger than the population of the United States. Of these millions of smartphone users, virtually everyone spends time online. They spend hours on social media, video streaming, and gaming sites. While spending time on these sites, they interact with dozens of brands. With such interaction, they partake in what marketers call customer journeys.
Since the pandemic, more people than ever before are spending time online. Even many who never spent much time on the internet, like baby boomers, are spending hours online. For many businesses, this is the right time to create deep funnels using digital marketing. This is a rare moment in history were online engagement has peaked.
Globally 2.6 billion people use Facebook every month. This number is growing by 11% year over year. Also, YouTube has never been more popular. Today 1.3 billion people use YouTube. Every day nearly 5 billion videos are watched on YouTube. The video streaming site gets 30 million visitors daily. Google, the biggest search engine in the world, processes 3.5 billion searches each day.
These numbers are mind bogging, and for marketers, they provide an exciting opportunity. Using digital marketing, a business can hone in on their target audience with a laser-like focus.
I have been in the marketing field for more than a year now.
The marketing landscape has changed from traditional marketing to digital marketing.
People think that there are two types of marketing – the old traditional way of marketing (TV, Radio, Newspaper, and Magazines)
…and then there is the new way of digital marketing (Display Ads, Search Ads, Social Media, YouTube, and so on).
Since consumers have started using personal digital devices like laptops, mobiles, and tablets, brands are forced to adapt their marketing activities to digital marketing.
But, are these the only two types of marketing?
Kind of yes… if you take into consideration the medium on which it is served.
But as a marketer, you should not be concerned about the medium.
See, the medium can be anything.
First, it was print, then it was radio, then it was TV, then it was the internet and then it was the apps.
Tomorrow something else might be the medium.
So I believe that as marketers, the concern should not be about the medium in which the message is served.
It should be concerned about what is served, to whom it is served…
Not where it is served.
When people differentiate marketing only by “Where” and “How” it is served, I believe we are limiting ourselves.
The medium doesn’t matter at all.
What matters is:
Who am I communicating with? (The target audience)
What I am communicating? (The message)
Why am I communicating? (The purpose)
Not where (medium) or how (the type of media) I am communicating.
So now based on these new questions, what do I think are the two ways to do marketing?
Type 1: Surface Marketing
Surface marketing is what you see everywhere around you.
Surface marketing tries to get your attention through interruption.
When you are watching an IPL match on TV, you are being interrupted by an ad.
When you are watching YouTube, you are interrupted by an ad.
When you are reading a newspaper or magazine, you are interrupted by an ad.
When you are listening to the radio, you are interrupted by an ad.
When you are browsing websites online, you are interrupted by an ad.
When you are driving on the road, you are interrupted by a hoarding.
This is an interruption.
You don’t pay attention because you want to. You pay attention because it is difficult to ignore it.
It’s like one old school friend, that you do not really like who comes and talks to you at a party and you cannot ignore him.
You tolerate it for a while. Low-quality attention.
Such is the low-quality attention that surface marketing achieves.
No one wants to give forced attention. And no one should want such type of attention on themselves.
All the interruptions that you see above, are surface-level marketing.
The medium doesn’t matter. It doesn’t matter if it is a digital medium or a traditional medium.
Surface level marketing has a lot of problems.
With surface marketing…
Trust is not built using Ads.
People cannot recall a brand through ads because now there are too many brands trying to get people to recall.
If 100s of brands keep running ads right in front of your face, you will ignore all of them. Won’t remember any of them. Everyone is screaming for attention.
Surface level marketing communicates “What” is the product. It doesn’t communicate “Why” the customer needs the product. Why you made the product in the first place. You cannot educate a customer using interruption ads.
The attention that surface marketing gets from people is of poor quality. People are not really looking forward to paying quality attention to these ads.
So if surface marketing has so many problems, what is the other method? The better method?
The other type of marketing is “Deep Marketing”.
Type 2: Deep Marketing
This is best and the most powerful way of doing marketing.
If you have read this article until this point, then I am going to pat myself on the back because I got your undivided high-quality attention for almost 5-10 minutes so far, and you are not complaining.
You are paying attention because you want to.
And I believe you will probably give me your attention for another 10 minutes so that I can tell you about Deep Marketing – the better way to do marketing in today’s age.
Deep marketing is different from surface marketing in many ways.
With Deep Marketing you can…
Connect with your customers on a deeper level
Get high-quality attention using high-quality content (like I am doing right now)
Trust is built from attention. Because this attention is with consent. The trust can be leveraged into convincing customers to do a transaction.
Deep marketing is done from a personal brand. (I am talking to you right now. This is Pranav, not any other person or company that is not sending you the message).
So where we do marketing has changed from traditional medium to digital medium. But that’s not as important as people think.
What’s important is – whether we are able to move to Deep marketing, from surface marketing. Because in this day and age, it is impossible to build a brand with surface marketing.
No matter how much Ad budget you have, you cannot build a brand by throwing your brand name, logo, and slogan in every surface medium possible.
People are just going to ignore you.
The only way to build trust and generate revenue through transactions is to do Deep Marketing. Not everyone does that. I know very few didgital marketers that use it.
How can you do Deep Marketing?
Step 1: You are going to get people’s attention using high-quality content. Content marketing is the key here. Without good quality content, people are not going to pay attention to you. And the content has to be created by a human, personal brand. Not from a logo.
Step 2: You understand the requirements of your audience and create content – to help them, without expecting anything in return. With a genuine interest in helping people, not expecting a transaction in return.
Step 3: You are going to leverage this high-quality attention, to build trust. (You have spent more than 15 minutes paying attention to me now, doesn’t that make you trust me more?)
Step 4: You can leverage the built trust to request your customers to do a transaction with you. And you are going to explain how your product/service is going to help your customer.
C.A.T.T. – Content, Attention, Trust, Transaction. If you want to learn more about it then do refer to this article.
Big brands spend so much money on surface ads to get your attention.
But have you ever paid more than 2 seconds of attention to any of these ads? Do you even want to pay attention to them?
I have got your attention for almost 20 minutes now, and I did not spend anything as a big brand would.
Haven’t I already proved that Deep Marketing is better than surface marketing?
You are paying attention to me because I care.
I care to share an idea about how marketing has changed, not in the medium, but in the way we communicate.
You are paying attention to me because I am a personal brand.
A person sitting behind this side of the screen.
Typing it out, while I am a bit hungry and thirsty.
And I am not interrupting the flow of this article. And I want to finish saying what I started to say.
We get to know each other better.
And that’s Deep Marketing.
Deep marketing is not just for people who want to be bloggers.
Even bigger brands can start doing deep marketing.
Deep marketing works for e-commerce, real estate, salons, education companies, and pretty much any business.
It connects with customers.
People pay high-quality attention to it because it’s inspiring.
The communication talks about the history, satisfied customers, the quality of the products, the features and benefits – and how it is going to help the end customer.
Deep marketing involves understanding your end customers so well, that you know them like a friend, their needs, desires, fears, and aspirations. That’s when the communication is effective.
Think about what you can achieve, by connecting deeply with your customers, through honest stories, and getting their trust and attention.
These are the people who would talk about your brand and spread your brand. And the branding from word-of-mouth will be 1000 times more effective than surface marketing.
So will you change how you do marketing?
Will you do deep marketing?
Reply and let me know because I want to read your opinion on this.