Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
The way in which digital marketing has developed since the 1990s and 2000s has changed the way brands and businesses utilize technology and digital marketing for their marketing. Digital marketing campaigns are becoming more prevalent as well as efficient, as digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of going to physical shops.
Digital marketing techniques such as search engine optimization (SEO), search engine marketing (SEM), content marketing,
…show more content…
Digital marketing became more sophisticated in the 2000s and the 2010s; the proliferation of devices' capability access digital media at almost any given time has led to great growth of digital advertising; statistics produced in 2012 and 2013 showed that digital marketing was still a growing field.
[DIGITAL MARKETING] Page 4
Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time, particularly in certain countries. In the USA online marketing is still prevalent, in Italy is referred as web marketing but in the UK and worldwide, digital marketing has become the most common term, especially after the year
…show more content…
Retailers must shift from a linear marketing approach of one-way communication to a value exchange model in which there is a two-way mutual dialogue and benefit-sharing between provider and consumer. Exchanges are more non-linear, free flowing and both one-tomany or one-on-one. The spread of information and awareness can occur across numerous channels such as the YouTube, Face book, Instagram, Snap chat, Twitter and a wide variety of other platforms. Online communities and social networks allow individuals to easily become creators of their own content and publicly publish their opinions, experiences, thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.
The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe how consumers are using the Internet to make shopping decisions in stores and online. They reported that due to the internet and e-commerce, shoppers are increasingly looking to purchase internationally, with over 50% in the study who purchased online in the last six months stating they bought from an overseas retailer.
[DIGITAL MARKETING] Page
DIGITAL MARKETING: It provides solutions and services for how digital advertising and marketing are created, managed, executed, measured, and optimized. This segment also offers analytics, social, targeting, media optimization, Web experience management, and cross-channel campaign management solutions to digital marketers, advertisers, publishers, merchandisers, Web analysts, chief marketing officers, chief information officers, and chief revenue officers.
In formulating any marketing strategy, knowledge of the market is the key to success. The most successful companies are continually reviewing and adapting to their customer’s needs. It is therefore, vital to continue to collect, and correctly analyse data, thus enabling a profitable strategic marketing plan to be developed and implemented. By creating the multi-channel platform, you can integrate both the emerging channels with the more traditional ones. The execution of multi-channel marketing campaigns then becomes more simple, as one campaign can then be replicated across a variety of channels, creating the most effective results with a greater return on investment.
eMarketing eXellence: Planning and Optimizing your digital Marketing. Chaffey, David and PR Smith. (2008). 3rd Edition.
This magnification in information technology and systems has coerced the way marketing is carried out in the world today. There are different ways to conduct advertising that was not there before. The online platforms have eased e-commerce and payments being made through the competitors. Therefore, a competitor may capitalize on the online platforms and succeed, but by so doing forget the people who use traditional methods of communication, such as television sets and newspapers. As a result, it necessitates for a more integrated approach to advertising. There is the need to account for every single user in the target market.
There is a lot that digital marketers can learn from the story of “The Little Red Hen,” but the main lesson is that a seed can produce a loaf of bread when given the proper amount of time and care. In this digital age, brands want to see results and success immediately; they want proof that the strategy set into place is actually working and paying off. However, sometimes results take longer time to measure, which is why it is essential to set both short-term and long-term goals for content marketing strategies.
Digital marketing is a growing field that “promotes products or brands via one or more forms of electronic media.” Examples of “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 and electronic billboards, as well as via digital and television and radio channels” (businessdictionary.com) This method of advertisement makes a digital marketing analyst necessary to help navigate a company through the proper marketing channels.
Rowles, D. (2013). Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising. United Kingdom: Kogan Page.
Technology was able to help advertisers research the market and consumer choices. Targeting consumers has enabled companies to cut down on advertising costs. Also, the introduction of many advertising development tools such as animation and photography enabled advertisers to come with interesting and appealing methods of advertising that appeal to consumers. Moreover, the internet was able to revolutionize the way advertisers approach consumers creating an effective intermediary between the business (advertisers) and the consumers. The internet also created the pathway for social media sites to emerge which also had a huge impact on the advertising industry. But, the question that rises is whether the internet became an advertising playground? And if so, is it overshadowing the useful information the internet has to offer. Ads are losing their value to customers due to the redundancy of the ads form and content. Especially that many websites who offers individuals free services will be loaded with inefficient and rather unpleasant ads. Conclusively, technology was able to transform advertising, but where is the line going to be
E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms E-Marketing, Internet marketing and online marketing are frequently interchanged and can often be considered synonymous. Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas. (Dibb, Simkin, Pride and Ferrell, 2001). E-Marketing encompasses all the activit...
Some people say that marketing has been around forever. Other people say that it has just surfaced within the past couple of centuries. “Trade and payment in money, goods and services have been around for thousands of years. Some marketing tools such as advertising have been around for hundreds, even thousands of years. The ancient Greeks used advertising for commercial purposes and traders hired “Criers” to promote their products” (MMC learning, n.d.).
Consider that in the early days of TV, when the new medium was not as yet entirely understood, there were separate ‘TV planners’ who created a ‘TV strategy’ for the brand. Over time, this was incorporated into the overall marketing strategy (as it should be). The same is going to happen with digital. Increasingly, digital thinking is being incorporated into marketing strategy from day one. This section considers digital strategy separately in order to highlight some differences in approach, but this should change in practice over time. Digital Marketing strategy builds on and adapts the principles of traditional marketing, using the opportunities and challenges offered by the digital
“It is no secret that marketers are struggling to keep up with the explosion of digital channels for consumers and brands to interact. Mobile has long been thought of as an emerging channel, yet data recently collected by Compete sister company LightSpeed Research suggests that mobile should no longer be thought of as an emerging channel for consumers. 54% of consumers report having access to a smartphone with Internet access – approaching the number of consumers with a laptop and/or desktop computer (Caine, 2013).” Consumer behavior is the driving force behind the increased use of mobile marketing. As a result, “consumer trends and increased Internet usage shape the evolution of mobile marketing” (Dickinger, Murphy, & Scharl, 2005). A successful mobile marketing plan or strategy relies heavily on understanding consumer behavior, which is constantly changing in an ever-changing technological environment. In addition, marketers have to personalize marketing messages based on customer needs, current location, and most importantly, preferences. The personalization techniques create a sense in the mind of the consumer that marketers care enough to take the time to actually understand the needs of the end
So what is the digital marketplace? Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners.
Digital marketers must keep up-to-date with the consumers preference, trends and needs, in order to meet these needs and to be able to remain competitive in the market . The connectivity created by digital media leads to enhanced product benefits such as online games and applications (Pride & Ferell, 2014). However, the use of the internet to sell products could be a disadvantage to the business since the goods being sold are intangible, the consumer could research and find reviews describing a product as low quality which could result in sale losses (Brand Driven Digital, 2013).
Technologies are increasing rapidly and shaping not only the traditional marketing but internet marketing as well. That is why marketers are facing a great global competition in terms of modern marketing. Marketers should know this thing that new technologies can help them by making their work simple, so they should shift to latest technologies and some new things. Business gets success when it comes with something new and interesting. That is why marketers must change their strategies as the tradition, trend, and environment changes. When we talk about changes and technologies, we can’t forget viral marketing, which is a form of fresh marketing. Many advertisers and companies are moving towards it. (H.B Klopper, 2002)