Marketing of products or services through online digital media and which differs from old traditional marketing in that involves the methods and networks which help an organisation to analyse marketing operations and understand the working and what is not in real time is known as Digital marketing. (Ryan 2016) Digital Marketers can monitor things like what is being viewed, for how long and how frequent, sales conversions, which content works and which did not work. Technology has supported most major milestones in the history of online marketing since its inception.
Nowadays digital platforms are increasingly united in marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more widespread and resourceful. There are many digital marketing techniques namely Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Campaign marketing, etc. Digital marketing provides the consumer with a previously unbelievable quality and quantity of information in an easily accessible form. (Wind 2002) At present customers can sort products or goods based on their desires like price, brand, value, rating, and also a combination of this attributes.
The tremendous advance in technology is shattering walls between industries as well, shifting the balance of power to empowered consumers and creating what information technology expert Colin Crook has called the emergence of a global grid. This global grid is a network of users, portals and servers offering free communication, scalability for even smallest corporations, total connectivity and universal digitalization. Let’s discuss latest developments and strategies in marketing:
Behavioural advertising is a marketing idea where information about the user is collected based on the online activity with the help of a particular device and across different, unrelated sites, to deliver marketing advertisements personalised to that user’s interests and preferences. Users generate a lot of data in every step they choose in their journey of a customer, and the brands can use that data to activate their known audience with data-driven programmatic media buying. This Data-driven advertising is empowering advertising companies to find their customers in their audience and help in delivering in real time a much more personal communication. (Chaffey 2012) Online promotion activity is still growing across the world according to the headline global marketing index. Digital media continues to increase rapidly; while the marketing finances are expanding, old media is declining (World Economics, 2015).
Sending a great user experience and gaining the associated benefits is complex and there is a lot to consider, and I have only really touched the surface in this blog.
- Ryan, D., 2016.Understanding digital marketing strategies for engaging the digital generation. Kogan Page
- Chaffey, D. and Ellis-Chadwick, F., 2012.Digital marketing. Pearson Higher Ed.
- Chaffey, D., Smith, P.R. and Smith, P.R., 2012.eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
- Wind, Y.J. and Mahajan, V., 2002.Digital marketing: global strategies from the world’s leading experts. John Wiley & Sons.