What is Digital Marketing?


Digital marketing is marketing delivered
through digital channels. We usually don’t do the distinction between
digital and non-digital marketing, we just obviously are specialized in
digital channels. For me digital marketing is using digital channels to
reach your audience and there’s a lot of them now, they can be search engines, websites, apps, email, social, display… I like to think of digital
marketing in four ways. You’ve got the owned channels – it’s your website, it’s your mobile app, it could be your physical store, for example. Earned marketing is the concept of your consumers, if they’re happy, writing reviews and sharing content on your behalf, where you don’t have to pay for that. And then paid marketing is really the world of advertising where you’re spending money
to get a message in front of a person. Then there’s direct marketing, which is
once you have a consumer as a business your ability to then reach out to them
more directly through channels like email, through direct marketing or a
phone conversation. Marketing has been in place for many years – very successful in terms of offline channels that have been used, whether that might be direct
marketing, TV, radio kind of channels. But digital marketing over the last few
years has really exploded in terms of growth and impact. The big shift has
really been for the availability of technologies like mobile phones as well
as the fact that we’re now connected to one another. You’re carrying your mobile
phone with you at all times and digital marketing in some channels have a high
capacity of finding the right person because as you browse, as you use your
phone, or your computer, you’re leaving breadcrumbs, traces of the things that
you like and the things that you do. And all those things become tools for us to find you as an audience, as a potential customer, for – you know – a brand or a
product. So it could be that through past browsing behaviour… a number of users have exhibited a behaviour around being in market to buy some shoes or
trainers, so then you can actually pay to market to them in display advertising
regardless of where the website is. So it’s kind of removing the context of
the website and following the user rather than the site itself. One of the
things that’s really holding many businesses back from embracing this
change – there’s still some of the old organizational silos that they have,
where marketing do one thing then the sales team do the other and the service
team do the next. So if you think about this in the context of what the customer
need is, and then rallying yourselves around those customer needs rather than
marketing as a function, then you’ll arguably be better placed than most
large organizations today to adapt to that change. Most of the brands are still
figuring out how to create a good combination of digital channels, and
traditional channels as well in their marketing strategies. A good combination
in a way that those channels are complementary to each other and not just
repeating the same content in a different format. Through digital –
especially social channels, or even if you have an app, or anything like that –
you can create that two-way communication and that allows you to
create not only communication but services and products and things that
will make people’s lives easier so the marketing starts to leak out of the just
promotion part of it, and starts to create things that are actually valuable
for people’s lives.

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