Digital Marketing

Digital Marketing

The use of the Internet and other digital media and technology to support ‘modern marketing’ has given rise to a bewildering range of labels and jargon created by both academics and professionals. it has been called Digital marketing, Internet marketing, E-marketing & web marketing, and these alternative terms have varied through time.

Dave expands on this definition of digital marketing to explain that, in practice, digital marketing includes managing different forms of online company presence and presence such as company website, mobile apps and social media company pages. This is in conjunction with online communications techniques including the like of search engine marketing, social media marketing, online advertising, e-mail marketing & partnership arrangements with other websites. These techniques are used to support the objectives of acquiring new customers and providing services to existing customers that help develop the customer relationship through E-CRM and marketing automation. however, for digital marketing to be successful, there is still a necessity for the integration of these techniques with traditional media such as print, TV and direct mail as part of multichannel marketing communications.

In simple terms, Digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing is often referred to as online marketing, internet marketing or web marketing.

Digital marketing has been around for quite some time but it has not been very well defined. We tend to think that digital marketing encompasses banner advertising, search engine optimization (SEO) and pay per click. Yet, this is too narrow a definition, because digital marketing also includes e-mail, RSS, Voice broadcast, fax broadcast, blogging, podcasting, video streams, wireless text messaging, and instant messaging.

“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.

This definition emphasizes the focus of marketing on the customer while at the same time implying a need to link to other business operations to achieve this profitability. Dave Chaffey and P.R. Smith note that digital marketing can be used to support these aims as follows:

Identifying- The internet can be used for marketing research to find out customers needs and wants.

Anticipating – The internet provides an additional channel by which customers can access information and make purchases evaluating this demand is key to governing resource allocation.

Satisfying – A key success factor in digital marketing is achieving customer satisfaction through the digital channel, which raises issues such as: is the site easy to use does it perform adequately, what is the standard of associated customer service and how are physical products dispatched?