What is Digital Marketing?

by Kimberley Leo
Thu, 20/10/2016 - 10:34

Marketing, the seemingly effortless management process through which goods and services move from mere concept to customer. All while coordinating the 4 Ps: product, price, place and promotion.

While the 4 Ps may be an oversimplification of what marketing entails, it perfectly describes how you identify a product, determine its price, select its distribution channel and develop and implement the promotional strategy that ties it all together.

So, what it digital marketing?

It’s marketing for the new millennium through the use of digital technologies. More specifically, it’s an umbrella term for the marketing of products or services using digital technologies, mainly on the internet, but also including mobile phones, display advertising, and any other digital medium. Marketing campaigns now infiltrate your social media with carefully crafted messages that feel as though they speak just to you. That’s the beauty of using a medium that maps out where your customers have been and where they are likely to go.

For example

National Geographic – once famous for its iconic yellow bordered magazines – has taken its brand digital. In doing so, it’s accumulated an impressive 56.2 million followers on Instagram, allowing their followers to view the work of National Geographic photographers from the comfort of their own home. A brand that started in 1888 has been revived by wonder that is the digital space.

Here’s another example

Who can forget the Ice Bucket Challenge, a Facebook campaign that was arguably one of the most successful of 2015. The goal for The ALS Association was awareness, traffic and sales. “The results, 17 million videos from 159 countries, including ones made by Will Smith, Bill Gates, Oprah Winfrey and Mark Zuckerberg, 70 billion video views and $220 million raised. Zero dollars were spent to promote the challenge, and 440 million people saw it.”

It’s not all about viral videos and Insta-famous models

Digital Marketing is an opportunity for businesses to take advantage of the fact that they have a direct connection to consumers online. Developments in technology, communication and even the changing landscape of journalism have forced businesses to relook at their current marketing strategies.

According to Deep Focus founder and chairman Ian Schafer, “Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don't catch up, we’re in trouble.” Digital marketing is as exciting as you think it is. Join us in making magic, because the best marketing doesn’t really feel like marketing. And with digital marketing, it’s easier than ever before to craft the perfect message for your consumer.

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