What is Digital Marketing?


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What is Digital Marketing?

  • Digital marketing can be described as actively promoting products and services using digital distribution channels as an alternative to the more traditional mediums such as television, print and radio.


  • Digital Media

    • Communications are facilitated through content and interactive services delivered by different digital technology platforms.
  • Digital Marketing

    • The application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives.
  • Multi channel Marketing

    • Customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle.

Growth in Digital Marketing

  • In 2002 less than £200 million was spent on UK internet advertising – in 2013, digital advertising spend has crossed the £6 billion mark
  • In 2013 digital advertising increased by 15% on 2012 with mobile now accounting for 16% of all digital advertising spend compared to only 1.1% in 2009.
  • While, display advertising representing 30% share of digital ad spend in 2013.
  • Paid-for search marketing increased 14% from 2012 into 2013.

Principles of Digital Marketing Campaigns

  • Campaign (customer and market) insight
  • Goal setting and tracking
  • Segmentation and Targeting
  • Offer message and development
  • Budgeting and selecting the digital media mix
  • Integration into overall media schedule and plan

Goals of Digital Marketing Campaigns

  • Traffic building goals
  • Conversion and engagement goals
  • Third-party site reach goals
  • Multi-channel marketing goals

Digital Marketing Key Characteristics

  • Build a quality website that is engaging and responsive.
  • Have a strong social presence that encourages customers to offer feedback.
  • Display timely and relevant content that provides the key information your customers need.
  • Create compelling visuals that stay in the customers’ minds long after they’ve moved on.

Digital Marketing Strategies

Internet Marketing

  • The Internet, far more than any other medium, has given consumers a voice, a publishing platform and a forum where their collective voices can be heard, shared and researched, creating a more powerful and educated audience than ever before.

Mobile Marketing

  • Mobile marketing refers to two different marketing means:  one refers to marketing on or with a mobile device (such as a mobile phone) while the other (more traditional) is meant to describe marketing “on-the-go”.

Social Media Marketing

  • Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, media and to otherwise interact.

Viral Marketing

  • Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence.
  • It is the digital marketer’s version of “word-of-mouth” advertising.

What are Digital Channels?

  • Organic Search (e.g. Google)
  • Paid Search (e.g. Bing)
  • Digital Advertising Channels (e.g. Display Ads)
  • Email
  • Affiliates (e.g. ShareASale)
  • Social Media Channels (e.g. Facebook)
  • Online Public Relations (e.g. Press Releases)

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