The Concept of Digital Marketing.
- Claudia Miller
- Aug 4, 2020
- 3 min read
Updated: Aug 24, 2020
Hey everyone and welcome to my first blog post! If isn’t already obvious, the central focus point of this blog is digital marketing and what it involves, so it only makes sense for me to introduce my first post by explaining to you the of the concept of digital marketing.
“In simple terms, digital marketing is the promotion of products or brands via one or more forms of any electronic media.” (Mankad, 2019).
Digital marketing can be defined in many different ways and has a rather large scope but ultimately it involves the practice of innovatively promoting products and services through the use of primarily database-driven distribution channels or any form of electronic media in attempt to reach the desired audience (Todor, 2016). Some alternate terms for digital marketing you may have heard would include ‘internet marketing’ or ‘online marketing’.
The use of digital marketing has completely transformed business to consumer (B2C) communications over time. The 5Ds of digital marketing summarise the way this form of marketing can be utilised, including digital devices, digital platforms, digital media, digital data and digital technology and are used by businesses in combination with traditional marketing techniques to promote to current and potential consumers in a fast, cost effective and convenient manner. (Chadwhick, Chaffey, 2019).
(Image sourced from https://brim.co.in/the-5ds-of-digital-marketing/)
The most common and most successful types of digital marketing that occur in today’s age include content that is advertised on business websites, mobile apps, emails, search engines and social networks which can all be accessed through smartphones, computers, tablets, TV’s and gaming devices (Mandkad, 2019).
I don’t know about you, but I personally fall victim to marketing advertisements that exist on digital platforms such as Instagram, Facebook and Twitter as they are things I use every day. To be more specific, digital marketing done through the use of social media ‘influencers’ seems to be most applicable to my personal situation. I’m sure you’ve seen these types of paid advertisement posts floating around before, if not I’ve provided an example of below where you can see how easy influencer Desi Perkins uses her own online identity to advertise a product. The sense of relatability of these marketing posts always seem to convince me to purchase items I didn’t even know I wanted or needed!
So, the concept and application of digital marketing sounds to be super effective right? But what are the actual advantages that have caused digital marketing to bring so much success to businesses all over the world?
Advantages:
(Todor, 2016).
Cost efficiency: much lower in cost compared to traditional marketing strategies.
Interactivity/Integration: consumers can initiate exposure to digital marketing content on their own terms.
Limitless audience: digital marketing allows businesses to access consumers on a global scale.
Infinite duration: information can be made permanently accessible.
Individualisation: marketing advertisements can be specifically tailored to target consumers within a certain location, demographic, gender, age etc.
Although, it wouldn’t be fair to state the amazing advantages of digital marketing without mentioning the disadvantages that also exist with the use of this marketing strategy.
Disadvantages:
(Todor, 2016).
Copyright and fraud: digital marketing campaigns can be easily plagiarised by competitors or used to defraud consumers.
Technology dependent: technology is prone to error which may affect the consumers overall experience . E.g. poor internet connection.
Lack of Trust/Guarantee: consumers aren’t able to see or touch products advertised via digital marketing before purchasing.
That concludes my first blog post about the concept of digital marketing! I hope it has provided you with insight and knowledge about what digital marketing is. Specifically, how it can be used to effectively achieve marketing objectives inclusive to promoting and influencing consumer preference and generating profits!
Talk to you on my next post,
Claudia.
REFERENCES:
Chaffey, D & Ellis-Chadwick, F (2019) “Digital Marketing, 7th Edition” Pearson VitalBook file.
Mankad, D (2019) “Understanding Digital Marketing: Strategies for online success” BPB Publications, 2019. Available at: https://books.google.com.au/books?id=LkCwDwAAQBAJ&printsec=frontcover&dq=concept+of+digital+marketing&hl=en&sa=X&ved=2ahUKEwja4P3J-JLrAhWyyDgGHaL3D5cQ6AEwAHoECAQQAg#v=onepage&q=concept%20of%20digital%20marketing&f=false (Accessed 8th August, 2020).
Todor, R (2016) “Blending traditional and digital marketing”, Bulletin of the Transilvania University of Braşov, (online) Vol. 9 Issue 1. Available at http://webbut.unitbv.ro/BU2016/Series%20V/2016/BULETIN%20I%20PDF/06_Todor%20R.pdf (Accessed 8th August 2020).
5Ds picture/ diagram:
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