What is Digital Marketing?
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.
History of Digital Marketing
The term digital marketing was first coined in the 1990s, but has been used in practice as early as the mid-1980s, when the Soft Ad Group, now Channel Net, developed advertising campaigns for automobile companies
In 2000, a survey in the United Kingdom found that most retailers had not registered their own domain address.
Digital marketing became more sophisticated in the 2000s and the 2010s, when the proliferation of devices' capability to access digital media at almost any given time led to great growth. Statistics produced in 2012 and 2013 showed that digital marketing was still a growing field.
Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time, particularly in certain countries. In the USA online marketing is still prevalent. In Italy, digital marketing is referred to as web marketing. In the UK and worldwide, however, digital marketing has become the most common term, especially after the year 2013.
Digital media growth is estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses employing Online Behavioral Advertising (OBA) to tailor advertising for internet users, but OBA raises concern of consumer privacy and data protection.This data is verified by wikipedia also.
Digital marketing uses the following methods:
Social Media Marketing
It is method where the brand of the company is promoted on social media platforms. The main intention of such activities is to drive traffic, increase the awareness of the brand and lead generation.
Pay Per Click
This is method where a company drives traffic to its website by paying a publisher every single time when the ad is clicked. There are many pay per click platforms but most of the companies used Google adwords as their prime source of paid traffic.
This is a type of marketing strategy where content is used as a tool to convert, close and delight the customers.
This type of marketing has been used by many companies in these days. It is a way to communicate with the audience via emails. Email facility is available freely over the web and so many people have their respective accounts created. Companies make use of email to promote their offers, events, and discounts on specific products as well as they use it to get their audience and visitors on their website thereby improving traffic of the overall site.
This type of marketing involves advertising where one receives incentive for doing promotion of product or service which belongs to some one else.
Search Engine Optimization
This is a process where the website is optimized in a certain manner so that is ranks very well in the search engines and because of that organic traffic from the search engine to the website increase. This traffic is not paid traffic like in case of Pay per click.
This is a method which securing online coverage with digital assets likes blogs, press releases, digital publications and other similar website. It is similar to the traditional PR but it is done online.
This mainly refers to advertisements that are primarily content based and featured on a platform alongside other, non-paid content. It involves Instagram and other social platforms advertising.
Importance of Digital Marketing in B2B and B2C portals
The concept of Digital marketing can be useful for any business in any industry vertical. It involves building buyer personas to identify the needs of your targeted audience by creating valuable content irrespective of what product your company sells. However, it does not mean that all the business can implement the strategy of digital marketing in the same manner.
For B2B business
If the company is B2B in nature, then the digital marketing efforts should be focused on online lead generation with the anticipation that lead will call and speak to the concerned salesperson.
The main focus in this type of strategy is to covert quality leads via your website and supporting digital channels.
Besides the website, the company will also focus on business focused digital channel like LinkedIn where there a many leads who are spending a lot of their time and who come in the company’s lead demographics.
For B2C business
If the company is B2C in nature, then the digital marketing efforts are focused on attracting visitors to the website and have them become the website’s customer without any intervention of a sales person speaking to the customer.
In this type of B2C portal, the main focus is on visitor buying the product from the website the moment the visitor lands on the website’s page rather than just making him a lead. This also indicates that in B2C portals the call to action should be much stronger than B2B portals and also the features of the product should be highlighted and kept higher in the marketing funnel as compared to B2B portals.
It is very important that before indulging in any such activities where one wants to increase the online exposure one should complete a digital marketing course. So that one can take informed decisions.
In Today's Day and Age all the business across the global want to maintain their online presence and that is the reason this process is adopted.