Digital Marketing

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Digital Marketing
Digital marketing refers to any type of marketing activity that applies any forms of digital technology. Digital marketing activities include conducting market research using digital marketing research tools such as Google Keyword Planner, analysing marketing performance using digital analytics software such as Adobe Analytics, and launching digital display ads using digital advertising platforms such as Google Marketing Platform.

Compared to traditional advertising methods such as print, billboards, and TV, digital marketing is primarily data-driven. Many popular digital advertising platforms today provide access to campaign reports for comprehensive data analysis.
What are Digital Channels?
In digital marketing, a digital channel is the way goods and services get to the consumer electronically.

Examples of digital channels include:

  • Organic Search (e.g. Google)
  • Paid Search (e.g. Bing)
  • Digital Advertising Channels (e.g. Display Ads)
  • Email
  • Affiliates (e.g. ShareASale)
  • Social Media Channels (e.g. Facebook)
  • Online Public Relations (e.g. Press Releases)

It’s a common misconception that digital marketing is a single channel. It’s not uncommon to hear entry-level marketers defining digital marketing as social media marketing, search marketing, digital advertising, and what not. More often than not, digital marketing campaigns apply multiple channel strategies (multi-channel) such as a combination of search engine marketing, content marketing, display advertising, and email marketing.

Do not confuse this with omni-channel, which like multi-channel, also involves engaging customers via multiple channels. Omni-channel is more accurately defined as providing a consistent, unified, and seamless customer experience regardless of whether the customer interacts with a brand on social media, in the physical store, or on the online store. Physical brochures that in-print QR codes to link the customer back to the online store, and membership systems that tailor product recommendations based on customer purchase history both online and offline are examples of omni-channel strategies.

Digital marketing can and should be integrated with offline marketing channels such as print advertisements, live industry events, popup booths, and in-store promotions to maximise target market reach and lead nurturing.

An example of an online/offline marketing integration would be launching a trade show (offline) and launching a Facebook Advertising campaign (online) to promote the offline event. And during the event (offline), collecting personal details of leads such as emails and phone numbers to follow up through email and mobile marketing (online).