Digital Marketing – Overview

The use of digital channels to strengthen customer loyalty has received surprisingly little attention, despite the obvious opportunities for using these channels to keep in touch and serve customers cost-effectively. It seems like the concept of “digital marketing” has been used more operationally, while the theoretical understanding and comprehensive approach of how and why to use different digital channels are still developing. The various medias used that promote Digital Marketing are :

Digital marketing is a term that has been around for quite some time, but hasn’t been very well defined, encompassing things like banner advertising, search engine optimization (SEO) and pay per click. Yet, this is too narrow of a definition.

Digital marketing uses the Internet and information technology to extend and improve traditional marketing functions.” This is a broad definition, concerning all of the traditional 4 P’s, and both customer acquisition and retention.

Other terms like “interactive marketing and “e-marketing” are close to digital marketing, but neither of them are defined very precisely.

Advertising Guru’s Coviello, Milley and Marcolin have defined digital marketing as “using the Internet and other interactive technologies to create and mediate dialogue between the firm and identified customers.” They also consider digital marketing as a subset of e-commerce. In their view, more than creating discrete transactions, digital marketing is focused on managing continuous IT-enabled relationships with customers by creating dialogue and interactivity.

The world of digital media is changing at a phenomenal pace. Its constantly evolving technologies, and the way people are using them, are transforming not just how we access our information, but how we interact and communicate with one another on a global scale. It’s also changing the way we choose and buy our products and services. People are embracing digital technology to communicate in ways that would have been inconceivable just a few short years ago.

Digital Marketing revolves around four things:

Digital Marketing Tutorial: Online Course

Social Media : Interact with your customer base using social sites like Facebook and twitter. Use it as a support channel, Launchpad for new products , announce discount and exclusive coupons to drive sales

SEO: SEO or Search engine optimization is a technique that allows a site to get more traffic from search engines like Google, Microsoft, Yahoo etc. It is divided in two categories, off page SEO and on page SEO

Content Marketing: The goal of Content marketing is to retain and attract customers by consistently creating valuable and relevant content with the intention to engage targeted audience in order to drive profitable customer action. Content marketing is valuable for companies as information people find online impacts their purchase decision.

Advertising: Online Advertising has multitude of benefits over traditional advertising and the chief difference is targeting.Most of the online marketing platforms accept banner/text/rich media ad formats which are billed in three ways CPM (Cost for Thousand) , CPL (Cost per lead) and CPC (Cost per Click). In CPM, the advertiser pays for each 1000 ad views that the ad gets, while CPC is the amount of money that is paid by advertiser to search engines for a single click on its advertisement that brings one visitor to its website. For every click the advertiser pays to search engines and online publishers. Another form of advertising is Cost Per Lead, in which the advertiser pays for an explicit sign up from an interested consumer who is interested in the advertiser’s offer

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