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What is digital marketing?


  • Digital Marketing:

The area of marketing known as “digital marketing” is the use of the Internet and online-based digital technology, including smartphones, desktop computers, and other digital media and platforms, to advertise goods and services. The 1990s and 2000s saw its rise, which altered how companies and brands use technology for marketing. Digital marketing campaigns have become commonplace, utilizing 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. People increasingly use digital devices more frequently than they visit physical stores, and they are integrating digital platforms into marketing plans and their everyday life. Non-Internet platforms offer digital marketing that includes telephones, television, mobile phones (SMS and MMS), and mobile ringtones for holding calls. The difference between online and digital marketing is the expansion to non-Internet outlets.


  • History:

In NUM0, the Archie search engine was developed as an index for File Transfer Protocol sites, and digital marketing truly took off. Computer storage became sufficiently large in the 1980s to accommodate massive amounts of consumer data. Businesses began to use internet strategies over restricted list brokers, such as database marketing. Databases changed the dynamic between buyer and seller by enabling businesses to track client information more efficiently.

The phrase “digital marketing” was first used in the 1990s.The rise in use of personal computers and the development of server/client architecture made CRM (customer relationship management) programs an important component of marketing technology. Vendors were compelled by intense rivalry to provide new services, like marketing, sales, and service applications, to their software. With the advent of the Internet, marketers were also able to obtain online client data by use of CRM software. This resulted in the “You Will” campaign by AT&T being the first clickable banner ad to go live in 1994. In its first four months of operation, 44% of all viewers clicked on the advertisement.

Customers started conducting their needs research and product searches online in the 2000s, rather than speaking with salespeople, due to the rise in Internet users and the release of the iPhone. This presented a new challenge for marketing departments at businesses.Furthermore, a UK poll conducted in 2000 discovered that the majority of retailers still required to acquire their own domain name.These issues compelled marketers to devise fresh approaches for incorporating digital technology into market expansion.

The ever-changing landscape of marketing prompted the development of marketing automation in 2007. The technique of using software to automate traditional marketing procedures is known as marketing automation. Businesses were able to conduct multichannel marketing campaigns, segment their consumer base, and give each customer individualized information thanks to marketing automation. According to the particular activities they engage in. In this method, a personalized message tailored to the individual in their preferred platform is triggered by their activity, or lack thereof. Nevertheless, despite the advantages of marketing automation, many businesses are finding it difficult to properly integrate it into their daily operations.

Throughout the 2000s and 2010s, as more devices were available to view digital media, digital marketing had a rapid expansion.Data from 2012 and 2013 indicated that the field of digital marketing was still expanding.As social media platforms like Facebook, YouTube, LinkedIn, and Twitter grew in popularity in the 2000s, consumers’ reliance on digital technology in their daily lives increased. As a result, they anticipated a smooth user experience when searching for product information across various platforms. The evolution of consumer behavior enhanced marketing technology’s diversity.

In the 1990s, the phrase “digital marketing” was first used. Previously, “online marketing,” “internet marketing,” or “web marketing” were the terms used to refer to digital marketing. Global digital marketing has gained popularity and become the most often used word in the corporate world, particularly after 2013. However, digital marketing is still referred to as web marketing in some nations, such as Italy.

In 2010, it was anticipated that the growth of digital media would reach 4.5 trillion online advertising displayed yearly, with a 48% increase in digital media spend. Businesses that utilize Online Behavioural Advertising (OBA) to target advertisements at specific internet users account for a growing percentage of advertising; nonetheless, OBA poses privacy and data protection issues for consumers.


  • New non-linear marketing approach:

Interactive marketing, including nonlinear marketing, is a long-term strategy that begins with businesses gathering data about an internet user’s behaviors and attempting to be present across many channels.

Nonlinear digital marketing tactics are focused on reaching potential customers via many web channels, in contrast to traditional marketing techniques that include direct, one-way communications to consumers (via print, television, and radio advertising).

This shift has forced many businesses to reconsider their outreach strategy and adopt or incorporate omnichannel, nonlinear marketing techniques in order to maintain adequate brand exposure, engagement, and reach. These changes are coupled with increased consumer knowledge and the demand for more sophisticated consumer offerings.

In nonlinear marketing methods, advertisements are tailored to specific individual consumers rather than a broad, cohesive audience and are adjusted to fit various platforms.

Strategies could consist of:

  1. Search engine optimization. (SEO)
  2. Social media marketing. (SMM)
  3. Video marketing.
  4. Email marketing.
  5. Blogging & affiliate marketing.
  6. Website marketing.
  7. Pay-per-click.
  8. Content marketing.
  9. Search engine marketing .(SEM)

Studies show that customers’ reactions to conventional marketing strategies are growing less predictable for companies. A 2018 study found that almost 90% of American internet shoppers looked up brands and items online before going to the store or making a purchase. A little over 50% of consumers, according to the Global Web Index, conducted product research on social media in 2018. Companies frequently rely on consumers to positively review their products on social media, thus they may modify their marketing approach to focus on individuals who have sizable social media followings in order to elicit these kinds of remarks. This lowers advertising costs for businesses as they may leverage customers to promote their goods and services.



  • Awareness of brands

Primary article: Awareness of brands

Increasing brand awareness—the degree to which consumers and the general public are aware of and familiar with a specific brand—is one of the main goals of contemporary digital marketing.

Increasing brand recognition is crucial for digital marketing as well as for marketing in general since it affects how consumers perceive brands and make decisions. The essay “Impact of Brand on Consumer Behavior” from 2015 states.

“As the primary determinant of a brand’s inclusion in the consideration set, brand awareness, one of the core components of brand equity, is frequently regarded as a requirement for consumers to make a purchase choice. Because they are familiar with the brand and its traits, brand awareness can also affect how consumers perceive risk and how confident they are in their purchasing decision.”

According to recent trends, companies and digital marketers are placing a higher priority on brand awareness than they did in the past. They are concentrating more of their efforts on building brand recognition and recall. A 2019 Content Marketing Institute report that revealed 81% of digital marketers have attempted to improve brand recognition in the previous year provides proof for this.

89% of B2B marketers now think that raising brand awareness is more important than trying to increase sales, according to a different Content Marketing Institute survey.

Digital marketing strategy places emphasis on raising brand awareness for several reasons:

  1. The expansion of internet retail. According to a Statista survey, 230.5 million Americans—up from 209.6 million in 2016—will use the internet by 2021 to browse, compare, and purchase goods. According to research by business software company Salesforce, 87% of consumers started looking for brands and items online in 2018.
  2. Customer behavior and digital interaction’s role. It’s estimated that an online brand encounter influences 70% of all retail purchases made in the United States.
  3. 82% of online consumers who are looking for services give preference to companies they are familiar with, demonstrating the growing power and significance of brand awareness in consumer decision-making.
  4. The application, ease of use, and impact of social media. According to a recent Hootsuite analysis, there were 9% more active social media users in 2019—that is, over 3.4 billion people. 74% of social media users follow brands on social media, and 96% of followers of businesses interact with those brands on social media, according to a 2019 The Manifest poll. One in three American consumers, according to Deloitte, consider social media when making a purchase, while 47% of millennials consider their experience with a business on social media when making a decision.

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