What is Digital Marketing?
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing.
As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing,
e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace.
Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.[6] The extension to non-Internet channels differentiates digital marketing from online marketing.
Nonlinear marketing, a type of interactive marketing, is a long-term marketing approach which builds on businesses collecting information about an Internet user's online activities, and trying to be visible in multiple areas.[25][26]
Unlike traditional marketing techniques, which involve direct, one-way messaging to consumers (via print, television and radio advertising), nonlinear digital marketing strategies are centered on reaching prospective customers across multiple online channels.[27]
Combined with higher consumer knowledge and the demand for more sophisticated consumer offerings, this change has forced many businesses to rethink their outreach strategy and adopt or incorporate omnichannel, nonlinear marketing techniques to maintain sufficient brand exposure, engagement and reach.[28]
Nonlinear marketing strategies involve efforts to adapt the advertising to different platforms,[29] and to tailor the advertising to different individual buyers rather than a large coherent audience.[26]
Tactics may include:
Search engine optimization (SEO)
Social media marketing
Video marketing
Email marketing
Blogging
Website marketing
Paid search/contextual advertising
Affiliate Marketing
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