WHAT IS DIGITAL MARKETING?

Introduction

Ultimately, the objective of any sort of marketing is to retain customers and increase future sales.
Customers can be connected, and long-term relationships can be built via digital communication
methods. In today's world, marketing plan is not complete without a digital approach and expression.
Digital is not just a collection of marketing channels; it's a way of thinking about how people interact
with media, one another, and the environment around them. Digital enables to segment the audience
and customize messages in a valuable and measurable way. Digital marketing helps to create
consumer demand by using the power of the interconnected, interactive web. It allows the exchange
of currency but, more than that, it enables the exchange of attention for value.

What is a Digital Marketing?

If marketing creates and fulfills demand, digital marketing uses the power of the Internet to create
demand and then meets it in new and innovative ways. The Internet is an interactive medium. It
facilitates the exchange of currency, but it also facilitates the exchange of value. On the Internet, a
company can obtain value from its customers in the form of time, attention, and advocacy. Value can
be offered to the consumer in the form of amusement, enlightenment, and utility; content marketing
is one effective approach to do so.

Digital marketing tools have emerged to simplify and automate the art of communicating with
customers in a meaningful way. It is true that the digital marketing can be confusing and time-
consuming. Technology develops at a rapid pace, and hence determining effectiveness can be
difficult. However, when done correctly, digital marketing may greatly enhance brand awareness,
traffic, revenue, and customer happiness for a company at a low cost. In this way we can say that,
digital marketing is the marketing of goods and services via digital technology.

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Source: marketbusinessnews.com

Definition of Digital Marketing

In simple words “Digital marketing is defined as a marketing approach that primarily relies
on the internet to connect with the target audience through various digital media
channels and platforms”.

Dave Chaffey (2002) defines e-marketing as “application of digital technologies - online channels
(web, e-mail, databases, plus mobile/wireless & digital TV) to contribute to marketing activities aimed
at achieving profit acquisition and customers retention (within a multi-channel buying process and
customer lifecycle) by improving customer knowledge (of their profiles, behavior, value and loyalty
drivers) and further delivering integrated communications and online services that match customers’
individual needs”.

Benefits of Digital Marketing

Increased Recognition: Participating in a digital network will provide more exposure to a larger pool
of potential clients. A company's content creates awareness and a corresponding reputation as
employees, vendors, business partners, and customers interact with it. Every piece of content has the
potential to reach a new group of clients.

More Inbound Traffic: Increased business awareness leads to increased exposure to new networks
of potential customers. Before the sales process begins, these new contacts will have the opportunity
to connect with the company's content and form an emotional bond with it. When a consumer's

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attention is stimulated, they can obtain more information at that same time.

Cost-Effective: Digital marketing is often the most cost-effective part of a marketing campaign.
Although planning and creating relevant content takes time, the actual delivery of the content can be
affordable. Customers will do much of the work in distributing a company's content to potential new
customers as the consumer market shifts to a higher percentage of digital native customers. An
effective digital marketing strategy will provide greater returns on investment as customers do much
of the work in distributing a company's content to potential new customers.

Stay Updated with Products or Services: Consumers can stay up to date on company’s
information via digital marketing technologies. Many consumers may now access the internet from
anywhere at any time, and businesses are constantly updating information about their products and
services.

Greater Engagement: Consumers can engage with the company’s various activities with digital
marketing. Consumers can go to the company’s website, read information about the products or
services, and make purchases online and provide feedback.

Easy to Compare with Others: Many companies promote their products or services via different
digital platforms. Hence, it is easy for customers to compare products from different companies in
terms of time and money. The customers are no more required to visit different retail outlets to get
the information about the products and services.

24/7 Shopping: In todays world everybody is dependent on internet 24/7. Customers are able to get
the information 24/7 in detail. It is therefore easy for the customer to buy product or services
anytime.

Enables Instant Purchase: Digital marketing allows the customers to purchase the product or
services instantly as the customers are not required to take time to travel to the store or mall to buy
them.

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