Digital Marketing
Definition
Digital marketing refers to the planning, implementation, and control of marketing activities through digital channels such as websites, search engines, social networks, email, and mobile applications. It differs from traditional marketing through the use of online technologies and enables targeted, measurable audience engagement as well as direct interactions.
It includes all activities carried out via digital media and platforms to increase awareness of products, services, or brands and to maintain or expand customer relationships. Unlike offline marketing, it relies exclusively on online channels and is closely tied to the measurability of advertising effectiveness.
Examples of Measures
Search engine marketing (SEO/SEA), social media marketing, content marketing, email marketing, affiliate marketing, display and video advertising. The goal is to achieve marketing and business objectives by addressing and interacting with current and potential customers.
Benefits
- Reach: Global targeting of audiences
- Measurability: Precise performance tracking and optimization
- Cost efficiency: Often more affordable and targeted than traditional channels
- Personalization: Tailored content increases relevance
- Flexibility: Rapid adjustment and optimization of campaigns
Key Components
Websites/landing pages, SEO/SEA, content marketing, email marketing, social media marketing, display and video advertising, affiliate marketing.
Priorities
Customer centricity, data-driven optimization, integrated channel strategy, mobile optimization, rapid responsiveness.
Trends
Convergence of online and offline marketing, adoption of new technologies such as AI and automation, and the growing importance of data protection (e.g., GDPR).