Digital marketing is the marketing of products or services that use digital technology, especially on the Internet, but also includes mobile phones, display advertising, and other digital media.
The development of digital marketing since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. Because digital platforms are increasingly incorporated into marketing plans and everyday life, and when people use digital devices rather than visit physical stores, digital marketing campaigns are becoming more common and efficient.
Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-based marketing, ecommerce marketing, social media marketing, social media optimization, e direct marketing -mail, display advertising, e-books, and optical disks and games are becoming more common in our advanced technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as cell phones (SMS and MMS), callbacks and retained mobile phone ring tones. Essentially, this extension is for non - Internet channels help differentiate digital marketing from online marketing, the catcher-all else for the above-mentioned marketing methods, which really happen online.
Video Digital marketing
History
The development of digital marketing can not be separated from technological developments. One of the key points at the beginning was in 1971, where Ray Tomlinson sent his first email and his technology set the platform to allow people to send and receive files through various machines. However, the period more commonly known as the beginning of Digital Marketing is 1990 because this is where the search engine Archie created as an index for the FTP site. In the 1980s, the computer storage capacity was large enough to store a lot of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list brokers. Such databases allow companies to track customer information more effectively, thereby changing the relationship between buyers and sellers. However, the manual process is not very efficient.
In the 1990s, the term Digital Marketing was first created. With the debut server/client architecture and the popularity of personal computers, Customer Relationship Management (CRM) applications are becoming an essential part of marketing technology. Fierce competition forces vendors to include more services into their software, for example, marketing, sales, and service applications. Marketers can also have large online customer data with eCRM software once the Internet is born. Companies can update customer needs data and gain priority of their experience. This resulted in the first clickable banner ad to be shown in 1994, which is the "You Will" campaign by AT & amp; T and during the first four months of the show will be aired, 44% of all people who see it click on ads.
In the 2000s, with more and more Internet users and iPhone births, customers began searching for products and making decisions about their online needs first, rather than consulting with sellers, creating new problems for the company's marketing department. In addition, a survey in 2000 in the United Kingdom found that most retailers have not registered their own domain address. This problem makes marketers discover a digital way for market development.
In 2007, the concept of marketing automation was raised to solve the above problems. Marketing automation helps enterprise segment customers, launch multi-channel marketing campaigns and provide personalized information for customers. However, the speed of adaptation to consumer devices is not fast enough.
Digital marketing became more sophisticated in the 2000s and 2010s, when the proliferation of devices capable of accessing digital media led to sudden growth. The statistics generated in 2012 and 2013 show that digital marketing is still growing. With the development of social media in the 2000s, such as LinkedIn, Facebook, Youtube and Twitter, consumers became heavily dependent on digital electronics in everyday life. Therefore, they expect a seamless user experience across multiple channels to find product information. Changes in customer behavior increase the diversification of marketing technology.
Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time. In the United States online marketing is still a popular term. In Italy, digital marketing is referred to as web marketing. Digital marketing worldwide has become the most common term, especially after 2013.
The growth of digital media is estimated to reach 4.5 trillion online ads presented annually with digital media spending at 48% growth in 2010. The increase in advertising portion comes from businesses that use Online Behavior Advertising (OBA) to tailor advertisements to Internet users, but OBA raises concerns about consumer privacy and data protection.
Maps Digital marketing
New non-linear marketing approach
To engage customers, retailers must move from a one-way linear communication approach to a value exchange model of mutual dialogue and benefit sharing between providers and consumers. The exchange is more non-linear, free-flowing, and both one-to-many or one-one. Dissemination of information and awareness can occur in various channels, such as blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and various other platforms. Online communities and social networks allow individuals to easily create content and publicly publish their opinions, experiences, and thoughts and feelings about many topics and products publicly, speeding up information dissemination.
The Nielsen Global Connected Commerce Survey conducts interviews in 26 countries to observe how consumers use the internet to make shop and online shopping decisions. Online buyers are increasingly looking to buy internationally, with more than 50% in studies that buy online in the last six months stating that they are buying from overseas retailers.
Using an omni-channel strategy is becoming increasingly important for companies that have to adapt to changing expectations of consumers who want an increasingly sophisticated offering along the way of purchasing. Resellers are increasingly focused on their online presence, including online stores operating in addition to existing store-based outlets. The "endless alley" in retail space can lead consumers to buy products online that suit their needs while retailers do not have to carry inventory at the store's physical location. Internet-based retailers also enter the market; some build store-based outlets to provide personalized service, professional assistance, and real experience with their products.
The omni-channel approach not only benefits the consumer but also benefits the business. Research shows that customers spend more than doubling when buying through omni-channel retailers compared to single channel retailers, and are often more loyal. This could be due to ease of purchase and wider product availability.
Customers often research online and then buy in stores and also browse in stores and then look for other options online. Online customer research into products is very popular for higher priced goods as well as consumer goods such as groceries and makeup. Consumers are increasingly using the Internet to search product information, compare prices, and search for offers and promotions.
Use in the digital age
There are several ways brands can use digital marketing to benefit their marketing efforts. The use of digital marketing in the digital age not only allows brands to market their products and services, but also enables online customer support through 24/7 services to make customers feel supported and valued. The use of social media interaction allows brands to receive positive and negative feedback from their customers and determine what media platforms work well for them. Thus, digital marketing has become an increasing profit for brands and businesses. It is currently common for consumers to post feedback online through social media sources, blogs and websites about their experience with products or brands. It's becoming increasingly popular for businesses to use and encourage this conversation through their social media channels to have direct contact with customers and manage the feedback they receive appropriately.
Word-of-mouth communication and peer-to-peer dialogue often have a greater impact on customers, as they are not sent directly from the company and therefore are not planned. Customers are more likely to trust other customer experiences. An example is social media users sharing food products and eating experiences that highlight specific brands and franchises. This was noted in a study in Instagram, where researchers observed that pictures posted teenagers 'Instagram users' experience with food in their social networks, providing free advertising for the product.
It is increasingly advantageous for companies to use social media platforms to connect with their customers and make this dialogue and discussion. The potential reach of social media is demonstrated by the fact that by 2015, every month the Facebook app has over 126 million unique unique users and YouTube has over 97 million unique unique users.
Brand awareness
Ease of access
Its main goal is to engage digital marketing customers and enable them to interact with brands through digital media delivery and service. Information is easily accessible quickly through the use of digital communications. Users with access to the Internet can use a lot of digital media, such as Facebook, YouTube, Forums, and Email, etc. Through digital communication, this creates a Multi-communication channel where information can be quickly exchanged around the world by anyone regardless of anyone. they. Social segregation does not play a part through social media because of the lack of face-to-face communication and widespread information rather than to a selective audience. This interactive nature allows consumers to create conversations where targeted audiences can ask brand questions and familiarize them with traditional forms of marketing that may not be offered.
Competitive advantage
By using the Internet platform, businesses can create competitive advantage through a variety of ways. To reach the maximum potential of digital marketing, companies use social media as their primary tool for creating information channels. Through this business can create a system in which they can determine the patterns of client behavior and feedback about their needs. This means content has been shown to have a greater impact on those with long-term relationships with companies and with consumers who are relatively active social media users. In this connection, creating social media pages will further improve the quality of relationships between new and existing consumers and consistent brand strengthening, increasing brand awareness that results in possible improvements for consumers riding the Brand Awareness Pyramid. Although there may be discrepancies with the product image; maintaining a successful social media presence requires the business to be consistent in interaction through the manufacture of a two-way information feed; companies consider their content based on feedback received through this channel, this is the result of a dynamic environment due to the global nature of the internet. The use of effective digital marketing can result in relatively lower costs with respect to traditional marketing tools; Reduce the cost of external services, advertising costs, promotional fees, processing fees, interface design fees, and control costs.
Effectiveness
Brand awareness has been shown to work more effectively in high states in uncertainty avoidance, as well as these countries that have uncertainty avoidance; social media marketing works effectively. However, brands should be careful not to overuse the use of this type of marketing, and only rely on it because it may have implications that can negatively affect their image. Brands representing themselves in an anthropomorphic way are more likely to succeed in situations where the brand is marketing into this demographic. "Since the use of social media can increase brand knowledge and thereby reduce uncertainty, perhaps people with high uncertainty avoidance, such as France, would greatly appreciate the interaction of high social media with anthropomorphic brands." In addition, the digital platform makes it easy for brands and customers to interact directly and exchange their motives virtually.
Latest developments and strategies
One of the major changes that occur in traditional marketing is the "emergence of digital marketing" (Patrutiu Baltes, Loredana, 2015), this led to the reinventing of marketing strategies to adapt to major changes in traditional marketing (Patrutiu Baltes, Loredana, 2015).
Because digital marketing depends on evolving and rapidly evolving technology, the same features must be expected from the development and digital marketing strategies. This section is an attempt to qualify or separate an important highlight that exists and is used as a time press.
To summarize, Pull digital marketing is characterized by consumers who are actively searching for marketing content while Pushing digital marketing happens when marketers send messages without content being actively sought by recipients.
- Behavioral advertising online is the practice of collecting information about a user's online activities from time to time, "on certain devices and on unrelated websites, to serve ads tailored to that interest and user preferences
- Collaborative Environment : A collaborative environment can be set between organizations, technology service providers, and digital agencies to optimize effort, resource sharing, reusability, and communication. In addition, organizations invite their customers to help them better understand how to serve them. This data source is called User Generated Content. Much of this is obtained through corporate websites where organizations invite people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method to acquire data and develop new products can drive organizational relationships with their customers and spawn ideas that should be ignored. UGC is a cheap ad because it is directly from consumers and can save advertising costs for the organization.
- Data-based advertising: Users generate a lot of data in every step they take on customer travel paths and Brands can now use that data to activate their known audience with programmable media driven purchase data. Without exposing customer privacy, user data can be collected from digital channels (for example: when customers visit websites, read emails, or launch and interact with brand mobile apps), brands can also collect data from real-world customer interactions, such as brick store visits and mortars and from CRM and Sales engine datasets. Also known as People-based or addressable marketing, Data-based advertising empowers brands to find their loyal customers in their audiences and deliver more personalized, real-time communication, highly relevant to the moments and actions of each customer.
The most important consideration today when deciding on a strategy is that digital tools have democratized the promotional landscape.
5. Remarketing: Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted ads in front of specified interest or audience categories, commonly called searchers on the web talking, they have searched for a specific product or service or visited the website for some purpose.
6. Game advertising : Game ads are ads that exist in computer games or videos. One of the most common examples of in-game ads is billboards that appear in sports games. In-game ads can also appear as branded products such as weapons, cars, or clothing that exist as a status symbol of the game.
The new digital era has enabled brands to selectively target their customers who may be interested in their brand or based on their previous search interests. Businesses can now use social media to choose the age ranges, locations, gender, and interests they want as the post they are targeted to see. In addition, based on recent customer search history, they can be 'followed' on the internet so they see ads from similar brands, products and services. This allows companies to target specific customers they know and feel will most benefit from the product them or service, something that has limited capabilities up to the digital age.
How to further improve the effectiveness of digital marketing
Strategies related to the effectiveness of digital marketing are content marketing . Content marketing can be briefly described as "delivering content your audience seeks in the places they search for". It was found that content marketing was highly present in digital marketing and became very successful when content marketing was involved. This is because content marketing makes your brand more relevant to your target audience, and more visible to your target audience.
Marketers also find effective email strategies when it comes to digital marketing as it is another way to build long-term relationships with consumers. Below are some aspects to consider in order to have an effective digital media campaign and the aspects that help create an effective email system.
An interesting headline distinguishes one ad from another. This separates the ads from the chaos. Differentiation is one factor that can make advertising successful in digital marketing because consumers are interested and more likely to see ads.
Establishment of customer exclusivity: The subscriber list and customer details should be stored in the database for actionable and selected subscribers may be sent bids and promotional choices related to the behavior of previous buyer customers. This is effective in digital marketing because it enables organizations to build loyalty via email.
Low Technical Requirements: To get full use of digital marketing, it's useful to get you an ad campaign to have low technical requirements. This prevents some consumers from understanding or viewing ad campaigns.
Rewards: Tantalizing offers will always help make your digital campaigns a success. Reward at the end of the campaign. This will definitely invite more engagement and publicity by word of mouth
Ineffective form of digital marketing
Digital marketing activities are still growing throughout the world according to major global marketing indexes. Digital media continues to grow rapidly; while marketing budgets are expanding, traditional media are declining (World Economics, 2015). Digital media helps brands reach consumers to engage with their products or services in a personalized way. The five areas, outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, mobile understanding, targeting, visibility, brand security and invalid traffic, and cross platform measurements (Whiteside, 2016). Why these practices are not effective and some ways to make these aspects effective are discussed around the following points.
Prioritizing clicks
Prioritizing clicks means showing click ads, while benefiting at 'simple, quick and cheap' rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand relevant ad clicks so it has little effect. This shows that marketing companies should not only use click ads to evaluate the effectiveness of display advertising (Whiteside, 2016).
Balancing search and display
Balancing search and display for digital display ads is important; marketers tend to see the last search and connect all its effectiveness. This then ignores other marketing efforts, which set the brand value in the minds of consumers. ComScore is determined by online data recall, produced by over a hundred multichannel retailers that showcase digital power when compared to or positioned next to it, paid search (Whiteside, 2016). This is why it is recommended that when someone clicks on a company's display ad opens a landing page instead of the home page. Landing pages usually have something to attract customers to search beyond this page. Things like free offers that consumers can get through the provision of corporate contact information so they can use the retargeting communication strategy (Square2Marketing, 2012). Generally marketers see an increase in sales among people who are exposed to search advertising. But the fact how many people you can reach with display campaigns compared to search campaigns should be considered. A multicore retailer has increased reach if the view is considered to be synergistic with the search campaign. Overall, search and display aspects are rewarded as awareness-building display campaigns for brands so more people are likely to click on these digital ads while running search campaigns (Whiteside, 2016).
Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016). Applications provide great opportunities and challenges for marketers because first the application needs to be downloaded and both people must actually use them. This may be difficult because 'half the time spent on smartphone apps takes place on each of the most widely used individual applications, and almost 85% of their time in the top four apps' ranking (Whiteside, 2016). Mobile advertising can help in achieving commercial and effective goals as it takes over the entire screen, and sound or status tends to be considered very high; although the message should not be seen or considered intrusive (Whiteside, 2016). Lack of digital media used on mobile devices also includes limited creative ability, and reach. While there are many positive aspects including the right of users to select product information, digital media creates a flexible messaging platform and there is potential for direct sales (Belch & Belch, 2012).
Cross-platform measurement: The number of marketing channels continues to grow, as measurement practices get complicated. A cross platform view should be used to integrate audience measurement and media planning. Market researchers need to understand how Omni-channels influence consumer behavior, even when the ad is on a consumer device, it is not measured. A significant aspect for cross-platform measurement involves de-duplication and understanding that you have reached an additional level with other platforms, rather than delivering more impressions to people who have previously been reached (Whiteside, 2016). An example is 'ESPN and comScore are partnering on Blueprint The project finds sports broadcasters achieve a 21% increase in non-duplicate daily coverage thanks to digital advertising' (Whiteside, 2016). The television and radio industry is an electronic medium, which competes with digital and other advertising technologies. But television advertising does not compete directly with online digital advertising because it is able to cross platforms with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and influence the audience, on various platforms (Content, Hughes, & De Franceso, 2013).
Targeting, visibility, brand security, and invalid traffic: Targeting, visibility, brand security, and invalid traffic are all aspects used by marketers to help promote digital advertising. Cookies are a form of digital advertising, which tracks tools inside desktop devices; causing difficulties, with flaws including deletion by web browsers, inability to sort among many users of the device, inaccurate estimates for unique visitors, over-reaching, understanding frequency, issues with ad servers, who can not distinguish when cookies have been deleted and when consumers have never been exposed to advertising before. Because inaccuracies are affected by cookies, demographics in the target market are low and varied (Whiteside, 2016). Another element, which is affected in digital marketing, is 'visibility' or whether the ad is actually viewed by the consumer. Many ads are not seen by consumers and may never reach the right demographic segment. Brand safety is another matter whether the ad is produced in an unethical context or has offensive content. Recognizing fraud when ads are exposed is a challenge other marketers face. This is related to invalid traffic because premium sites are more effective at detecting fraudulent traffic, even though non-premium sites are more of a problem (Whiteside, 2016).
Channels
It's important for companies to reach consumers and create a two-way communication model, because digital marketing allows consumers to give companies feedback on community-based sites or directly to companies via email. Companies need to find these long-term communication relationships by using different channels and using promotional strategies related to their target audience and word of mouth marketing.
Multi-channel communication
Push and pull message technology can be shared.
Self-contained
The ICC Code has an integrated rule that applies to marketing communications using digital interactive media throughout the guidelines. There is also a fully updated section relating to specific issues for digital interactive media and platform techniques. Self-regulation codes on the use of interactive digital media include:
- A clear and transparent mechanism to enable consumers to choose not to collect their data for advertising or marketing purposes;
- Clear indication that social networking sites are commercial and are under the control or influence of marketers;
- Limits are set so that marketers communicate directly only when there is a reasonable reason to believe that the consumer has an interest in what is being offered;
- Respect acceptable rules and standards of commercial behavior on social networks and post marketing messages only when the forum or site has clearly demonstrated its willingness to accept it;
- Special attention and protection for children.
Advantages and limitations
The whole idea of ​​digital marketing can be a very important aspect in the overall communication between consumers and organizations. This is because digital marketing is able to reach a large number of potential customers at one time.
Another advantage of digital marketing is that consumers are exposed to brands and products that are advertised directly. To clarify easily accessible ads can also be accessed anytime anywhere.
However, with digital marketing there are some setbacks for this type of strategy. One major setback identified, is that digital marketing is highly dependent on the internet. This can be regarded as a setback because the internet may not be accessible in certain areas or consumers may have poor internet connections.
Just as digital marketing is so dependent on the Internet is that it is so disturbed that marketers may find it difficult to make their ads stand out, and get consumers to start conversations about the brand image of the organization or product.
As digital marketing continues to grow and flourish, brands make use of technology and the Internet as a successful way to communicate with their clients and enable them to increase the reach of who can interact with them and how they do it. But there are unusual losses seen because of the many businesses that depend on it. It is important for marketers to consider both the advantages and disadvantages of digital marketing when considering their marketing strategies and business goals.
The advantage of digital marketing is that its reach is so large that there is no limit to the geographical range it can have. This allows companies to become international and extend their customer reach to countries other than their home country or origin.
As mentioned earlier, technology and internet allow for 24 hours a day, 7 days a week service for customers and enable them to shop online at any hour of the day or night, not only when the shops are finished and around the world. This is a great advantage for retailers to use and direct customers from stores to online stores. It also opens opportunities for companies to be only online based rather than having an outlet or store due to popularity and digital marketing capabilities.
Another advantage is that digital marketing is easily measurable allowing companies to know the range made by their marketing, whether or not digital marketing is working and the amount of activity and conversation involved.
With brands using Internet space to reach their target customers; Digital marketing has become a lucrative career option as well. Today, companies are more interested in hiring people who are familiar with implementing digital marketing strategies and this has led to the flow being the preferred choice among inspiring individuals to come and offer professional courses in Digital Marketing.
Digital advertising losses are the number of competing goods and services that also use the same digital marketing strategy. For example, when someone searches for a particular product from a particular online company, if a similar company uses targeted ads online, they can appear on customers' home pages, allowing customers to see alternative options for cheaper prices or better quality of the same product or a faster way to find what they want online.
Some companies can be portrayed by customers negatively because some consumers do not trust online because of the number of ads that appear on websites and social media that can be considered a fraud. This can affect their image and reputation and make them look like a dishonest brand.
Another disadvantage is that an individual or a small group of people can damage an established brand image. For example Dopplegnager is a term used to reject images about certain brands propagated by anti-brand activists, bloggers, and opinion leaders. The word Doppelganger is a combination of two German words Doppel (double) and Ganger (walker), so this means double walker or as in English it says alter ego. Generally brands create images for themselves emotionally appealing to their customers. But some people will not agree with this image and make changes to this image and present it in a funny or cynical way, then distort the brand image, thus creating a Doppelganger image, blog or content (Rindfleisch, 2016).
Two other practical limitations can be seen in the case of digital marketing. First, digital marketing is useful for certain product categories, which means only consumer goods can be transmitted through digital channels. Industrial goods and pharmaceutical products can not be marketed through digital channels. Second, digital marketing only disseminates information to prospects who mostly have no authority/power of purchase. And so the reflection of digital marketing into real sales volume is skeptical.
Measure the Effectiveness of Digital Marketing Campaigns
Although the main criteria for evaluating any business initiative are return on investment or other financial metrics in general, evaluation criteria and metrics for digital marketing campaigns can be discussed in more detail.
Criteria and metrics can be classified according to the type and time span. Regarding the type, we can evaluate this campaign "Quantitatively" or "Qualitatively". Quantitative metrics can include "Sales Volume" and "Income Up/Down". While qualitative metrics may include improvements to "Brand awareness, image and health" and "customer relationships".
The shift in focus to time span, we may need to measure some "Interim Metrics", which gives us some insight during the journey itself, and we need to measure some "Final Metrics" at the end of the journey to inform us if all the initiatives are successful. For example, most social media metrics and indicators like likes, sharing, and engagement comments can be classified as temporary metrics while the final increase/decrease in sales volume is evident from the last category.
Correlations between these categories must exist. Otherwise, disappointing results may occur in the end - regardless of the illusions of early perceived success during the project.
Digital Marketing Strategy
Planning
Digital marketing system
Digital marketing planning is a term used in marketing management. This describes the first stage in shaping digital marketing strategies for a wider digital marketing system. The difference between digital and traditional marketing planning is that it uses digital-based communication tools and technologies such as Social, Web, Mobile, Scannable Surface. Nevertheless, both are aligned with the company's vision, mission and overall business strategy.
Planning stages
Using Dr. Dave Chaffey's approach, Digital Marketing Planning (DMP) has three main stages; Opportunities, Strategies, and Action. He suggests that any business that wishes to implement a successful digital marketing strategy should devise their plan by looking at opportunities, strategies, and actions. This generic strategic approach often has a phase of situation review, goal setting, strategy formulation, resource allocation and monitoring.
1) Opportunity
To create an effective DMP, a business first needs to review the market and set a 'SMART' objective (Specific, Measurable, Acting, Relevant, and Timed). They can set SMART goals by reviewing current benchmarks and Key Performance Indicators (KPI) from companies and competitors. It is relevant that the analysis used for KPIs is tailored to the type, purpose, mission, and vision of the company.
Companies can scan marketing and sales opportunities by reviewing their own reach as well as the reach of influencers. This means they have a competitive advantage because they are able to analyze the influence of their marketers and brand associations.
To stop opportunities, companies must sum up their current customer's personas and buy travel from this they can deduce their digital marketing capabilities. This means they need to establish a clear picture of where they are currently and how many resources they can allocate for their digital marketing strategy ie labor, time etc. By summarizing the purchase journey, they can also recognize loopholes and growth for future marketing opportunities that either meet goals or propose new goals and increase profits. Strategy
2)
To create a planned digital strategy, companies should review their digital propositions (what you offer to consumers) and communicate them using digital targeting techniques. So they have to define an online value proposition (OVP), this means companies need to clearly disclose what they offer to their customers online, e.g. brand positioning.
The company must also (re) select target market segments and personas and define the digital targeting approach.
After doing this effectively, it's important to review the marketing mix for online options. The marketing mix consists of 4P - Product, Price, Promotion, and Place. Some academics have added three additional elements to the 4P Process Marketing, Places, and Physical appearance that make it a traditional 7P marketing.
3) Action
The third and final stage requires companies to set budget and management systems; this should be a measurable point of contact, such as an audience reached across all digital platforms. In addition, marketers must ensure that budget and management systems integrate paid, owned and acquired companies. Actions and final stages of planning also require companies to set up measurable content creation, for example. online media spoken, visual or written.
After confirming the digital marketing plan, scheduled digital communication format (eg Gantt Chart) should be encoded throughout the company's internal operations. This ensures that all platforms are used in line and complement each other for the next steps of digital marketing strategy.
See also
- Digital marketing technician
- Digital marketing system
- Digital marketing channels in shared economy
- Distributed presence
- Interactive marketing
- Mobile marketing
- Online ads
- Pay per click
- Social media marketing
- Visual marketing
- Customer Data Platform
- User intent
References
Further reading
- Ryan, Damian; Jones, Calvin (2009), Understanding digital marketing: marketing strategies to involve the digital generation , Kogan Page, ISBN: 0749453893
- Carter, Ben; Brooks, Gregory; Catalano, Frank; Smith, Bud (2007), Digital Marketing for Dummies , John Wiley & amp; Children, ISBN 9780470057933
Source of the article : Wikipedia
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