Accenture Digital Skills | DM_L1_V1_What_is_Digital_Marketing

In this video, I'm going to be giving you an introduction to digital marketing. So what is digital marketing?

Marketing is a way in which organisations reach out to their customers and interact with them. Digital marketing is

doing exactly this, but across the internet.

The aim of digital marketing is really to get as many people over to your websites and also raising their

awareness. What I mean by awareness is really getting people to know about your brand and what your brand

does.

Digital marketing really is growing day by day, and so we're going to see a lot of organisations shift over from

traditional marketing to digital marketing. What I mean by traditional marketing are things like newspaper,

magazine, or TV advertisements.

The other great thing about digital marketing is that you can easily see how well you're doing and measure your

performance. Whereas, this can be slightly trickier to do with traditional marketing. So for instance, with digital

marketing, you can actually see how many people are viewing your content, who they are, and how they're

engaging with you.

In addition to this, there are a host of other benefits, too. Number 1, digital marketing allows organisations to

interact and engage with their customers in real-time. So for instance, companies use Twitter to do this. They can

post something on Twitter and almost instantly see how well their customers have engaged with them by counting
the number of re-tweets.

Number 2, digital marketing really allows you to reach out to people on a global scale. So with traditional

marketing where you might only be able to reach out to people in a particular area or geography, with digital

marketing, you really can go global.

And number 3, digital marketing allows brands to further develop themselves and really build relationships with

their clients, which they wouldn't have done so otherwise.

No 4, because your content is posted over the internet, it means your messages can be accessed over a range of

devices, including PC, tablets, or mobiles.

Number 5, digital marketing is often the cheaper option compared to traditional marketing.

And lastly, digital marketing really allows companies to compete with each other over this medium, despite their
size or their marketing budgets.

So let's put these benefits into context. So an example scenario is when McDonald's adopted their Monopoly

marketing campaign to incorporate digital elements to it. So customers previously playing the game had to take a

physical sticker and put it onto their paperboard in order to compete for prizes.

Well, once they went digital, those same physical stickers could be added to a virtual online board, which is found

on their mobile phone, by adding a unique code found at the back of the sticker. By going digital. McDonald's

could actually see how many people were participating in the games, but participants could also see who they

were competing against.

The other great thing is it also gave customers the opportunities to participate wherever they are in the world.