What is Digital Marketing?
In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.
Digital Marketing – An Overview
With the advent of the age of the customer, where customer preferences predominate in the interaction between consumers and companies, digital marketing has become a more complex, multidisciplinary and multi-departmental effort. Companies need to be able to engage with their constituencies in a proliferating series of medium and to be able to bring these interactions together in a single comprehensive view, sometimes referred to as the 360-degreecustomer view.
Digital marketing now encompasses both push and pull techniques. With outbound marketing tactics, for example, companies may place ads, cold-call, email or otherwise reach out to potential customers. Companies have also begun to use advertorials to distribute their message, where advertising is directly embedded in editorial content.
With inbound marketing techniques, on the other hand, companies may use social media, digital content in e-books, webinars or e-newsletters to encourage prospects to click on links and learn more about a company and its services. While outbound marketing can potentially reach a wider audience, it also runs the risk of barraging uninterested consumers. Inbound marketing is designed to reach interested prospects throughaudience segmentation, but by its nature may reach a much narrower segment of potential customers.