Digital Marketing
Digital marketing refers to the use of digital channels, such as social media, email, search engines, and websites, to promote products or services. It encompasses various strategies including content marketing, search engine optimization (SEO), and online advertising. Digital marketing allows businesses to reach and engage with their target audience in a more personalized and measurable way.
8 Key excerpts on "Digital Marketing"
- Callie Daum, Vibrant Publishers(Authors)
- 2020(Publication Date)
- Vibrant Publishers(Publisher)
...Digital Marketing Everyone thinks they know what Digital Marketing means or, at least, have an inkling of what it means. Gone are the skeptics unsure if Digital Marketing was actually a potent marketing plan or a mere fancy term to use during meetings. Marketers have now come to understand the concept and we can’t shake the feeling that we should be doing more. Digital Marketing is defined as the use of digital technologies to carry out the marketing cycle. Simply put, it is marketing done through digital platforms, as against the former, now near-obsolete, means of marketing. The increasing usage of digital devices has made it absolutely necessary to embrace and fully maximize the benefits proposed via this medium. Digital Marketing is carried out via a number of channels, each of which can, through a digital network, create, hasten and communicate the value of products or contents from origin (perhaps a manufacturer or wholesaler) to a consumer stop (be it a final consumer or retailer). The development of Digital Marketing over the years has incorporated several new channels of propagating information, some of which are pay-per-click, search engine optimization, mobile apps and many more. Unlike the first impression of many marketers, Digital Marketing is not limited to online networks. It is as well possible via offline channels. In this blog, our expert digital marketers have explained the channels through which you may access Digital Marketing. Note that these channels are broadly categorized into hard and soft skills. Hard Skills in Digital Marketing These refer to the core channels through which Digital Marketing is possible. In this piece, we’ll be discussing the most effective six: Search Engine Optimization (SEO) The basic concept behind search engine optimization is simple, but could be very tricky. The internet’s greatest strength is its worst failing as well...
eBook - ePubDeveloping Digital Marketing
Relationship Perspectives
- Park Thaichon, Vanessa Ratten, Park Thaichon, Vanessa Ratten(Authors)
- 2021(Publication Date)
- Emerald Publishing Limited(Publisher)
...Examples include content marketing, video marketing, pay-per-click management and search engine optimisation. Digital Marketing compared to other forms of marketing emphasises the role of building and maintaining relationships (Behera, Gunasearan, Gupta, Kamboj, & Bala, 2020). This means the traditional 4Ps associated with marketing (product, price, place and promotion) have now expanded to include more collaborative and relationship management perspectives. The emphasis is now on empowering customers to make them part of the value co-creation process. Digital Marketing includes topics such as ‘social media, mobile marketing, analytics, e-commerce, e-mail marketing, marketing software, and customer data mining’ (Langan, Cowley, & Nguyen, 2019, p. 33). Each of these forms of Digital Marketing has their own advantages and disadvantages depending on how they are used. Social media enables more user engagement due to the freedom of individuals being able to post their own material. This has transformed the marketing environment with campaigns focused on direct engagement through hashtags. As a result, data analytics has become more popular as a way of understanding how and when individuals read marketing messages. This has given growth to the sport data analytics industry that enables more effective sport marketing communications. A more specific Digital Marketing definition is ‘the process of using digital technologies to acquire customers and build customer preferences, promote brands, retain customers and increase sales’ (Kannan & Li, 2017, p. 23). This definition acknowledges the variety of ways marketing can occur via digital channels. In the past, it was assumed Digital Marketing only occurred through communication methods but now there is more acknowledgement about the importance of relationships (De Pelsmacker, Van Tilburg, & Holthof, 2018). Digital Marketing involves promoting goods and services via digital technology...
eBook - ePubDigital Marketing Fundamentals
From Strategy to ROI
- Marjolein Visser, Berend Sikkenga, Mike Berry(Authors)
- 2019(Publication Date)
- Routledge(Publisher)
...This first chapter will explain what Digital Marketing involves and which basic principles are adhered to in this book. The following chapters will describe the involvement of Digital Marketing within all of the other marketing related business processes. The last chapters of this book describe overarching subjects such as effective websites, digital/web analytics and the planning and organisation of the Digital Marketing process. After reading this chapter you will be able to: explain what Digital Marketing involves identify the differences between traditional marketing and Digital Marketing name and recognise ‘the seven types of websites’ denote the relationship between the four Ps and the four Cs describe the five Digital Marketing-related core business processes 1.1 Definition of Digital Marketing Kotler and Armstrong (2013) define marketing as follows: ‘Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.’ Peter Drucker (1973), a famous management guru, defined the purpose of marketing as follows: ‘The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself’. According to Kotler, marketing is an integrated process that companies use to create value for customers and to build strong customer relationships in return for a reciprocation of value from their customers. In many instances, products or services are traded for money, but alternative exchanges are also possible. For example, political parties that trade ideological representation of interests for votes or brands that trade interesting/valuable content for the user’s time and attention. The Internet plays an ever-increasing role within the marketing process. Digital Marketing is a sub-process of marketing...
eBook - ePubThe Marketing Century
How Marketing Drives Business and Shapes Society
- Jeremy Kourdi, Jeremy Kourdi(Authors)
- 2011(Publication Date)
- Wiley(Publisher)
...To put that in perspective, that’s double the volume served just seven months earlier, and nearly double the prime-time audience of all three major US broadcast networks combined. Digital Marketing at work Digital Marketing encompasses a wide and expanding range of topics and this chapter cannot do justice to the full scope, depth and speed of change of each specific technique. There are, however, six main themes that are particularly significant and need to be discussed further. These are: • Websites and direct marketing • Social networks and media • Display advertising • Mobile • SEO/SEM • Analytics. Websites and direct marketing Websites and direct marketing are both independent of a third party’s media ownership. They are disintermediated, ‘owned media’ and are increasingly put to work in tandem. Websites Websites represent an incredible and unprecedented marketing opportunity. Unlike the analogue company or sales brochure, websites can be kept up to date, provide content that is multimedia and interactive, connect visitors to independent endorsers, and enable customers (and other stakeholders) to discuss your products, your support and the marketplace as a whole, both with you and with each other. There are many facets to website strategy and design, but perhaps these can be grouped simply as: • Getting people to the website • Sparking and maintaining their interest once they’re there • Convincing the visitor that your product or service will satisfy their needs • Getting them to buy your product or service (or equivalent objective). The acronym AIDA describes this four-step process: Attention, Interest, Desire, Action. Analysis of a website strategy’s regard for each of these four steps betrays the strategy’s maturity. At the amateur end of the spectrum, you have the ‘build it and they will come’ crowd who believe that a ‘great’ website will pull visitors in by itself...
eBook - ePubDigital Governance
Leading and Thriving in a World of Fast-Changing Technologies
- Jeremy Green, Stephen Daniels(Authors)
- 2019(Publication Date)
- Routledge(Publisher)
...And each of them can be used to generate sales or strengthen brands. Digital Marketing is immensely complex. And it sits alongside non-Digital Marketing activities (TV, posters, press, direct mail) which aren’t going away any time soon but which are increasingly impacted by their own forms of digitisation. This increased requirement for technical competence among marketers is driving increased specialisation: people are no longer markets, they are search engine specialists, social media and content marketers, email and data scientists. And because there is a lot to learn about each individual discipline, it is increasingly difficult to get people to understand how their piece of marketing, important though it is, works alongside (and, more importantly, in combination with) other types of marketing and how it fits into the wider marketing goals. Senior marketers can often have blind spots as a result. One area that has been problematic in the past is social media. In a way, this is a truly new form of advertising. Online campaigns equate to traditional press campaigns; email campaigns equate to direct mail campaigns; even search can be compared to classified advertising. Marketing directors understand these things. But how does social media fit in? The temptation is to say “the intern must know how it works”. And perhaps it’s true that the most junior, and typically therefore the youngest, staff are the most familiar with actively using social media. But they are also inevitably less familiar with marketing disciplines. In one technology company that I worked for, I discovered that the junior executive responsible for social media had started writing posts about the singer Gloria Estefan. When I asked why, the response was that she was trending on social media. Unfortunately, there had been no attempt to link the technology company or its products with Ms Estefan...
eBook - ePub- Alan Charlesworth(Author)
- 2020(Publication Date)
- Routledge(Publisher)
...However, it is the norm that Digital Marketing is used to describe only marketing on the Internet – ignoring that digital technology is used in just about every aspect of non -Internet marketing. The author of this book stands firmly in the ‘ Digital Marketing is marketing ’ camp – or at least that it is an element of marketing. In marketing terms, digital options are part of the marketing mix. The author has spent the last 25 years or so asking the question – has digital brought anything to marketing that is new to marketing? and is yet to hear a valid positive response. Faster, more efficient, cost-saving ways of doing old things – certainly. But nothing new. Digital isn’t the only option Digital technology has revolutionized some industries in ways unimaginable before the Internet came along – who books a hotel or flight anywhere other than online these days, for example? Similarly, for some products and services, the web plays an essential part in consumers’ purchase decision making process. However, marketers must always be aware that digital is just one element of the marketing mix. For many products, putting them in the right place at the right time at the right price is sufficient for customers to buy them – this applies to the vast majority of retail products. For most B2B products digital has little role to play in their marketing. As with all marketing mix decisions, some elements are right for some products – but all are never right for all products. The job of the marketer is to identify which the elements of marketing are most suitable to the product or service they are marketing – and which are not. As Michael Porter famously said; ‘The essence of strategy is choosing what not to do’. Non-marketers in Digital Marketing Since the onset of online marketing (generally agreed to be around 1994) there has always been a variance between marketers and IT staff/computer scientists...
eBook - ePubHow to Measure Digital Marketing
Metrics for Assessing Impact and Designing Success
- L. Flores(Author)
- 2013(Publication Date)
- Palgrave Macmillan(Publisher)
...part 3 Digital Marketing in the service of brand and business development Highly specific, but far from isolated, Digital Marketing fits into the overall strategy of a brand. In the same way as marketing in other media, it aims to develop the business and its place in integrated marketing communication (IMC), the efficient management of which is assured by setting up a “digital dashboard.” chapter 7 From 360° communication to integrated marketing communication Executive summary Brand communication is becoming more and more difficult, with the fragmentation of media, shrinking advertising budgets, and increasingly “ad zapping,” “mediavore” consumers (those with a voracious appetite for any form of media). Brands can no longer communicate through 360° communication, as they no longer have the resources, and customers themselves choose their own forms of exposure to messages. As a result, communication and marketing must be integrated and organized around the customer’s preferred points of contact. This is the role of integrated marketing communication (IMC), which focuses on customer needs and aims for maximum ROI, by favoring certain media over others. Ever more difficult brand communication Advertisers today face a real challenge. On the one hand, traditional sociodemographic characteristics have become less relevant for understanding the behavior of their various publics and segmenting markets. On the other hand, the Internet and digital media in general (all of which is, of course, one of the reasons for writing this book) create new opportunities for contact between audiences and brands, and for combinations of advertising messages and communication media. Increasingly customer-oriented marketing Whereas marketing in the 1970s was characterized by “product marketing,” where it was a matter of selling rather than persuading consumers to purchase, today, more than ever, marketing has to be customer focused if it is to attract...
eBook - ePubDriving Consumer Engagement in Social Media
Influencing Electronic Word of Mouth
- Anna Bianchi(Author)
- 2020(Publication Date)
- Routledge(Publisher)
...Common examples are SMS and MMS messaging, mobile apps, QR codes and location-based mobile ads. As with e-mail marketing, mobile marketing can be used to drive the direct response of recipients, for instance to encourage them to take advantage of a special offer. Push notifications are commonly used for this goal. However, like e-mails, due to their intrusive character, messages may not be seen positively by some recipients. The next element of online marketing communications – online partnerships – are long-term collaborations with subjects such as editors or online shops aimed at promoting and supporting product sales on the Internet (Karasiewicz, 2018). These actions include affiliate marketing (commission-based referral), sponsorship and co-branding (Chaffey & Ellis-Chadwick, 2012). For instance, a bank can establish an online partnership to display its account offering on a website which compares different bank accounts. Every time a user coming from this website opens an account, the bank pays a commission to the owner of the website comparing bank accounts. The key advantage of online partnerships is payment by results. However, the results can be highly unpredictable, control over actions of partners can be limited and, due to the commissions, the cost of an online partnership can be relatively high (Chaffey & Ellis-Chadwick, 2012; Karasiewicz, 2018). Online (or digital) public relations (PR) refer to “conscious, planned and continuous efforts to establish and maintain mutual understanding between the organization and its environment, and a positive image of the organization in the environment implemented via the Internet” (Karasiewicz, 2018, p. 373). Specifically, these activities are aimed at maximizing positive mentions of an organization, brand, product or service on third-party websites visited by specific target groups (Chaffey & Ellis-Chadwick, 2012)...
