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The Concept of Digital Marketing

  • Tia Moore
  • Aug 15, 2020
  • 3 min read

Updated: Sep 1, 2020


Most of us know digital marketing as simply,

marketing on digital channels such as the internet or social media, which is correct however the concept of digital market is far more extensive (Alexander 2020). Digital marketing involves measuring analytics, creating content, choosing the right channel to distribute that content in order to reach the most people, understanding audiences, and knowing the market. The main role of a digital

marketer is to improve brand recognition (DMI 2020).


As majority of us are online now, to be exact that’s 4.57 billion active internet users and 3.96 billion active social media users(Statista 2020),it only makes sense for marketers to utilise those digital channels. Digital marketing is the latest and most effective way for brands to generate awareness, build consumer knowledge and connect with customers.


Digital marketing that I receive almost every day, if not numerous times in a day includes subscription emails, a LOT of sponsored posts/content on social media, pay per click also known as paid ads (on Facebook especially), affiliate marketing, generally when watching youtubers and of course pop-up ads when I’m online shopping and definitely don’t need to be reminded there’s more online stores I haven’t looked at. Instagram in particular has become extremely popular for content sharing and promoting along with the rise of ‘influencers’. People labelled as an influencer do exactly that, they influence others. Businesses use these people to promote their brand on their Instagram pages to their large followings which can be hundreds, thousands or even millions of people. I believe influencers are the superstars of our generation. The 80’s may have had Michael Jackson, and the 90’s had Leonardo DiCaprio, but we have Kylie Jenner.



Kylie Jenner is one of Instagram’s most followed accounts. With 190M followers she is a highly influential individual and therefore becomes a useful target for brands wishing to promote at a large scale.

“Content is fire; social media is gasoline.” – Jay Baer, Bestselling Author, Marketing Expert and Founder of Convince & Convert

This quote aims to explain that content only matters if it is distributed and consumed, and social media would fail to survive without content (Osborne 2020).

Another important and widely used form of digital marketing is search engine optimisation (SEO) and search engine marketing (SEM). The ultimate goal of these tools is to increase the likelihood of people seeing your website on search engines such as google and yahoo. Through the use of certain keywords you can ensure your website will be used as a top search result.


This can Advantages of Digital marketing:

· Convenience

· Measurable through real time information and data

· Ability to personalise and reach specific target audience

· Better understand customers and build relationships through feedback

· Numerous platforms to expand brand online

· Increase sales whilst saving money and time


In order for brands to get the most out of their digital marketing strategy a combination of the 5D’s (digital devices, digital platforms, digital media, digital data and digital technology) and traditional marketing tactics are crucial to reach a wider audience (Chaffey & Chadwick 2019). Digital marketing makes marketing easier than ever because so many people spend their time on social media and the internet. And with continuous advances in technology, digital platforms allow for flexibility and adaptability.


There are challenges that also come with this valuable marketing weapon, as more information is accessible to consumers online it is crucial that brands stay up to date, are consistent and connect with their audiences in order to compete in such a competitive environment. Though there will always be obstacles to overcome, digital marketing is fundamentally the key to creating awareness and successful expansion online.


References:

Chaffey, D & Chadwick F 2019, ‘Digital media and technology, an opportunity and threat’, Digital Marketing, 7thed, Pearson United Kingdom.

DMI Blog 2020, ‘What Does a Digital Marketer do’, Digital Marketing Institute. <https://digitalmarketinginstitute.com/en-au/blog/what-does-a-digital-marketer-do>

Osborne, B 2020, “30 digital marketing quotes to inspire you in the new year”, BigDropInc. https://www.bigdropinc.com/blog/25-digital-marketing-quotes-inspire-new-year/

Statista 2020, “Global digital population as of July 2020”. https://www.statista.com/statistics/617136/digital-population-worldwide/


 
 
 

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