Digital Marketing

What is Digital Marketing?

Digital marketing is the engine that drives today’s business, small, medium or large scale.  Digital marketing involves two words- digital and marketing. Digital technology is primarily used with new physical communications media, such as satellite and fiber optic transmission while marketing is the action or business of promoting and selling products or services, including market research and advertising. Digital marketing isn’t just another new channel for marketing rather it’s a refreshingly new approach to marketing which offers a unique understanding of consumer behavior. Digital marketing can be said to be a medium for promotion of products or brands via one or more forms of electronic media.

Digital marketing is a term used to describe the integrated marketing services used to attract, engage and convert customers online. Digital marketing utilizes multiple channels such as content marketing, SEO (Search Engine Optimization), social media and online advertising to help brands connect with customers and uncover performance of marketing programs in real-time. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones among others.

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.

Leave a Reply

Your email address will not be published. Required fields are marked *

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>