Digital marketing is the process of finding and connecting with your users and clients through digital channels such as websites, search engines, social networks, emails and other channels. The goal of marketing campaigns has always been connecting with potential consumers in the right place at the right time. Nowadays it means to place their marketing message at the most time they spend on the Internet.
Digital marketing has many channels like:
- optimization for internet search engines (SEO),
- content marketing,
- pay-per-click (PPC) advertising,
- email marketing,
- social media marketing, etc.
Digital marketing differs greatly from traditional marketing. The features that define it are:
- Use of technology
- Reliance on data and real-time results
- Communication in two directions
Using technology simply means that digital marketing is based on the latest technologies that are constantly evolving. Examples are developing web pages using the latest web development technologies and practices, promoting social networks and advertising in video games etc. The development of digital marketing closely follows the development of new technologies and ways that we can reach out to consumers.
Data-driven marketing means that this type of marketing we can use large amounts of data when creating marketing campaigns. In digital marketing there is no speculation and marketing messages are targeted to consumers that are being explored in detail through tools such as Google Analytics or Facebook Insights.
So instead of making a commercial for a new mobile phone designed for the younger population, put it on TV and hope for the best, we can create digital ads that will target people with interest and demographic features that we want by social networking. This significantly reduces costs and increases efficiency.
Two-way communication is a feature of digital marketing that is mainly tied to social networks. There have been days of uninformed consumers and marketing and PR releases that some company has revealed and forgot about. Today’s consumers are computer literate, informed and share experiences and reviews of products and services they have purchased.
That’s why it’s very important from a marketing perspective to track the feedback we get from consumers and establish communication with them.