What is Digital Marketing

What is Digital Marketing:

What is Digital Marketing

Digital marketing is the use of digital technology to deliver your marketing message and allow your customers to interact with your business.

Traditionally marketing has been about delivering your messages to your customers. With technology, you can now enter into a conversation with your customers and actually give what they want and not even think you want. There is often considerable lag and digital marketing, which allows you to communicate one-to-one with your customers and on a larger scale.

So what areas does digital marketing cover?

Digital marketing for me includes:

Web sites including: 

  • Search Engine Optimization (SEO) - To be found on Google etc.

  • Pay Per Click (PPC) - Paying to find someone on Google, etc.

  • Banner Advertising - Paying for banners to bring visitors to your site

  • E-commerce - The ability to buy and sell products, services and information on the Internet.

  • Consumer Reviews - Consumer reviews are a powerful way to get consumers to your eCommerce site as they make purchasing decisions easier because the reviews are made by consumers who have purchased the product. Entire businesses are built around this concept such as TripAdvisor.

          Blog. Personal web sites with stories, expert opinions, etc. that you believe will help your                    readers, customers and stakeholders.

          social media. Twitter, Facebook, Linkedin, YouTube, Google+,  Bing etc. These are web based            systems that allow you to connect with like minded people like ideas, links, photos, videos and            share information. They can also generate income for your business and therefore market                    routes for your business. They can be very good ways to connect with people you cannot                      achieve through any other means. Twitter can be a great source of publicly available real-time              information and has reported major global events ahead of the world's press.

  • Social media news - Mashable is by far the largest social media news site.

  • Webinars / Programs - Webinars are one of several seminars distributed over the Internet. This allows you to present to a large number of people independent of location. Events are traditional meetings or workshops but are marketed through social networks such as LinkedIn.

  • Email Marketing - Sending out of bulk email that you believe is relevant to the people you are sending a message to.

  • Lead Nutrition - This is where a prospect gives you their email address in exchange for something free. This is usually an ebook (in PDF format), video, email course on how to do something.

  • Viral Marketing - Sending a message that is so compelling that people forward it to other people unknown to you. A great way to send a message if you get it right.

  • Video - a popular method of sharing ideas, passing on information and selling on the web. Good for selling more complex products or services. YouTube is currently the most popular but video is being embedded in more digital media.

Music / Podcast. Spotify is becoming the most popular legal file sharing system as it gives you access to a large range of music. A podcast is a voice recording about a particular subject. They can be downloaded for listening on computers or MP3 players at a later date. Great for relaxation or to learn about a new topic while traveling.

Chat / Instant Messaging / Skype. Chat and instant messaging are systems for conversations using a keyboard that are done in real time. meaning. One person types something and the other answers. Both must be present and online to work. Users of Facebook, Bebo etc., especially the younger generation use it. Skype is an Internet-based video and phone system that allows Skype users to call each other for free or at a very low cost and is becoming increasingly popular for commercial use and will now grow that the video version is available on Facebook.

Smartphone or mobile app. Smartphones or mobile applications (or software applications that are derived from the word where) are small pieces of computer software that run on your phone that allow you to do the things you normally do on a computer. The need to work anywhere, anytime means that they will start to become popular with business systems. Great for anyone who works away from the office, including executives, technical and sales people. Also watch out for the increasing number of consumers using their mobiles for online shopping as they fill their time for something.

Cloud based storage / file sharing. Cloud is for most purposes another name for the Internet. So cloud based storage is the ability to store information on the Internet including backup and sending large files to customers and suppliers. Dropbox and Yousendit are examples of systems for sharing large files between unrelated users. A wide range of suppliers of remote backup systems now accompany most corporates in their backup strategies. Personal file sharing is also available for connecting two or more computers together to share information, including music and video. Personal file sharing is generally not a commercial tool for large corporates.

Cloud based systems. These are systems that allow you to work anywhere. Google has Google Docs, Microsoft has Office 365. Many third-party software providers are moving their systems to the cloud so that customers can access them from anywhere and they don't have to worry about their own IT infrastructure. Companies are moving their IT infrastructure to the cloud to reduce costs as all infrastructure is managed by third parties.

Extranet / web based system. Companies now want to give customers and suppliers their information (via extranet) and their systems (via web based systems). This allows customers and suppliers to access information relevant to them and enables them to perform any processing on a DIY basis that can save you both time and money such as filing and progressing orders and Checking stock levels.

Remote access. The ability to work anywhere means that you sometimes need access to your computer at home or work. Remote access via web sites such as TeamView and LogMeIn is a great way to get important documents away from the computer. Some of these systems allow you to perform on-line demonstrations of your product and service. This saves you and your customer time and money.

Online Games / Gaming. More gaming companies are shifting their operations to the web so that their services can be accessed anytime anywhere. Also keep in mind that more consumer applications have game technology or ideas built for them so that it will be more fun to buy. The term is called gamification. This can be a challenge for parents as the line becomes blurred between buying something and playing a game.
In an age where systems everywhere businesses need to understand how to exploit digital marketing as it is a tool to improve service for your customers, reduce costs and make your organization more agile.

All organizations need to understand digital marketing, big and small, and have a strategy for how they are going to exploit the opportunities that are for digital marketing.



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