Digital marketing is the component of marketing that utilizes the internet and online-based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. This form of marketing differs from conventional marketing in that it is based on the internet as opposed to the Yellow Pages, newspaper ads or other forms of traditional marketing.
Digital marketing platforms employ multiple media channels such as the web, mobile phones and interactive media to provide consumers with a platform from which to make purchasing decisions. The digital marketing channel is an ongoing activity rather than a program that lasts for a few weeks or a few months.
The digital marketing channels consist of the web site, online ads, interactive web games and social media integration. By incorporating social media in the mix, the company is able to provide consumers with an ongoing stream of content. In the case of Facebook, they can provide consumers with content through updates and comments on their newsfeed.
This form of marketing is often considered the new marketing because of its ability to reach out to a larger potential audience that had been unattainable with conventional marketing. This marketing has a higher probability of success because the company is able to create personal relationships with customers through digital channels, making them feel more comfortable with the brand.
Digital marketing is a vital aspect of any company’s marketing strategy. It not only creates personal relationships with customers, but it also increases brand recognition and visibility. With digital marketing, you can achieve all these things with a consistent strategy. This marketing form is a continuous process so the customers are always in the loop and can change channels whenever they feel they may have had enough.
These digital marketing channels are also able to deliver personalized content, such as deals and contests. A company’s strategy should never be focused solely on one media channel because there will be times when the media channel fails and customers will tune out. Therefore, a company must ensure that they include multiple channels that can provide a consistent strategy.