To understand what digital marketing techniques are, it’s easier to classify what doesn’t constitute digital marketing. Traditional marketing channels such as print, radio, TV and billboards aren’t forms of digital marketing. These channels have been mighty successful over a long period of time but they aren’t as effective in today’s modern age.
I believe that traditional marketing channels suffer from 2 major limitations – one-way communication and no real time feedback. As a veteran marketer, I’ve always believed that marketing is a 2-way street. Unfortunately, traditional marketing channels are not conductive to dialogue between the marketer and the customer. Secondly, the rapid explosion of Internet and social media has meant that ‘real time’ communication is key. Most traditional marketing channels suffer from a lag and there’s no instantaneous communication.
While traditional marketing is all about impressions, digital marketing focuses on the more important aspect of creating an experience for users.
Digital Marketing Channels
In a broader sense, the Internet is the heart of digital marketing. The Internet offers several applications such as web, email, IM, RSS, video which can be leveraged by marketers to launch campaigns. The explosive growth of smartphones and tablets has meant that mobile has emerged as a widely accepted digital marketing channel in recent times.
And last but not the least, social media has been a great ambassador to the cause of digital marketing. While the primary motivation for social networks was in-person interaction, leading social networks such as Facebook and Twitter have transformed into valuable digital marketing tools.