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Digital marketing-128183

2024-01-10T19:13:44Z

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{{Short description|Marketing of products or services using digital technologies or digital tools}}

{{Essay-like|date=August 2017}}
[[File:1929- Advertising revenue as percent of GDP (US).svg|thumb |upright=1.5 |Advertising revenue as a percent of US [[Gross domestic product|GDP]] shows a rise in digital advertising since 1995 at the expense of print media.<ref name=BEA_20171023>{{cite web |last1=Nakamura |first1=Leonard I. (FRB) |last2=Samuels |first2=Jon (BEA) |last3=Soloveichik |first3=Rachel H. (BEA) |title=Measuring the "Free" Digital Economy Within the GDP and Productivity Accounts |url=https://www.bea.gov/index.php/system/files/papers/WP2017-9.pdf |website=SSRN.com |publisher=Social Science Research Network publishing working paper 17-37 of the Research Department, Federal Reserve Bank of Philadelphia |archive-url=https://web.archive.org/web/20210320213029/https://www.bea.gov/index.php/system/files/papers/WP2017-9.pdf |archive-date=March 20, 2021 |page=37 (Fig. 3) |date=October 24, 2017 |url-status=live }}</ref>]]
'''Digital marketing''' is the component of [[marketing]] that utilizes [[internet]] and [[online]] based digital technologies such as [[desktop computer]]s, [[mobile phone]]s and other [[digital media]] and platforms to promote products and services.<ref>{{cite web |title=Definition of digital marketing |url=http://lexicon.ft.com/Term?term=digital-marketing |newspaper=Financial Times |access-date=22 August 2015 |archive-url=https://web.archive.org/web/20171129124232/http://lexicon.ft.com/Term?term=digital-marketing |archive-date=29 November 2017 |url-status=dead }}</ref><ref>{{cite web|title=The Four Faces of Digital Marketing | url=https://www.ama.org/marketing-news/the-four-faces-of-digital-marketing/ | website=American Marketing Association | access-date=22 August 2019 }}</ref> Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life,<ref>{{Cite web|url=http://www.nielsen.com/us/en/insights/news/2016/digital-advertising-is-rising-in-canada-requiring-more-sophisticated-measures-of-success.html|title=Digital Advertising is Rising in Canada, Requiring More Sophisticated Measures of Success|last=Nielsen|date=10 March 2016|website=Nielsen|publisher=Nielsen|access-date=25 March 2016}}</ref> and as people increasingly use digital devices instead of visiting physical shops,<ref>{{Cite web|url=http://www.nielsen.com/us/en/insights/news/2016/connected-commerce-is-creating-buyers-without-borders.html|title=Connected Commerce is Creating Buyers Without Border|last=Nielsen|date=20 January 2016|website=Nielsen Global|publisher=Nielsen Global|access-date=March 25, 2016}}</ref><ref name=":0">{{Cite book|title=Marketing Communications: A Brand Narrative Approach|last=Dahlen|first=Micael|publisher=John Wiley & Sons Ltd|year=2010|location=Chichester, West Sussex UK|pages=36}}</ref> digital marketing campaigns have become prevalent, employing 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]], [[Email marketing|e-mail direct marketing]], [[display advertising]], [[E-book|e–books]], and [[Optical disc|optical disks]] and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones ([[SMS]] and [[Multimedia Messaging Service|MMS]]), callback, and on-hold mobile ring tones.<ref>{{cite web|title=Digital Marketing | url=http://www.techopedia.com/definition/27110/digital-marketing | website=Techopedia | access-date=22 August 2015 }}</ref> The extension to ''non''-Internet channels differentiates digital marketing from [[online marketing]].<ref>{{cite web|title=Digital Marketing Systems and Techniques | url=https://warwick.ac.uk/fac/sci/wmg/education/wmgmasters/structure/modules/dmst/ | website=Warwick | access-date=28 August 2019 }}</ref>

==History==
The development of digital marketing is inseparable from technology development. One of the first key events happened in 1971, when [[Ray Tomlinson]] sent the first email, and his technology set the platform to allow people to send and receive files through different machines.<ref>{{cite web|last1=hello_world|title=First Network Email sent by Ray Tomlinson|url=http://www.computinghistory.org.uk/det/6116/first-e-mail-sent-by-ray-tomlinson/|website=www.computinghistory.co.uk|access-date=9 March 2018}}</ref> However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the [[Archie search engine]] was created as an index for [[FTP]] sites.
In the 1980s, the storage capacity of computers was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as [[database marketing]], rather than limited [[list broker]].<ref name="database marketing">{{cite journal|last1=Schoenbachler|first1=Denise D.|last2=Gordon|first2=Geoffrey L.|last3=Foley|first3=Dawn|last4=Spellman|first4=Linda|title=Understanding consumer database marketing|journal=Journal of Consumer Marketing|volume=15|issue=1|pages=5–19|doi=10.1108/07363769710155820|year=1997}}</ref> These kinds of databases allowed companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not as efficient.

In the 1990s, the term ''Digital Marketing'' was first coined,.<ref>
{{citation|url=https://www.forbes.com/sites/dorieclark/2012/11/11/the-end-of-the-expert-why-no-one-in-marketing-knows-what-theyre-doing/|first=Dorie|last=Clark|work=Forbes|title=The End of the Expert: Why No One in Marketing Knows What They're Doing|date=11 November 2012|archive-url=https://web.archive.org/web/20131104235646/http://www.forbes.com/sites/dorieclark/2012/11/11/the-end-of-the-expert-why-no-one-in-marketing-knows-what-theyre-doing/|archive-date=4 November 2013}}</ref> With the debut of server/client architecture and the popularity of personal computers, the [[Customer Relationship Management]] (CRM) applications became a significant factor in marketing technology.<ref>{{Cite journal|last1=Bhat|first1=Suhail Ahmad|last2=Darzi|first2=Mushtaq Ahmad|date=2016-05-16|title=Customer relationship management: An approach to competitive advantage in the banking sector by exploring the mediational role of loyalty|journal=International Journal of Bank Marketing|language=en|volume=34|issue=3|pages=388–410|doi=10.1108/IJBM-11-2014-0160|issn=0265-2323}}</ref> Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by [[eCRM]] software after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. This led to the first clickable [[banner ad]] being going live in 1994, which was the '''"You Will"''' campaign by [[AT&T]] and over the first four months of it going live, 44% of all people who saw it clicked on the ad.<ref>{{cite news|title=The first ever banner ad: why did it work so well?|url=https://www.theguardian.com/media-network/media-network-blog/2013/dec/12/first-ever-banner-ad-advertising|newspaper=The Guardian|access-date=14 March 2018|date=2013-12-12|last1=McCambley|first1=Joe}}</ref><ref>{{Cite book|last1=Curran|first1=James|last2=Fenton|first2=Natalie|last3=Freedman|first3=Des|date=2016-02-05|title=Misunderstanding the Internet|doi=10.4324/9781315695624|isbn=9781315695624}}</ref>

In the 2000s, with increasing numbers of Internet users and the birth of [[iPhone]], customers began searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company.<ref>{{Cite journal|last1=Kannan|first1=P.K.|last2=Li|first2=Hongshuang “Alice”|date=March 2017|title=Digital marketing: A framework, review and research agenda|journal=International Journal of Research in Marketing|volume=34|issue=1|pages=22–45|doi=10.1016/j.ijresmar.2016.11.006|s2cid=168288051|issn=0167-8116}}</ref> In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address.<ref>{{Cite journal|last1=Hart|first1=Cathy|last2=Doherty|first2=Neil|last3=Ellis‐Chadwick|first3=Fiona|date=2000-09-01|title=Retailer adoption of the Internet – Implications for retail marketing|journal=European Journal of Marketing|volume=34|issue=8|pages=954–974|doi=10.1108/03090560010331441|issn=0309-0566}}</ref> These problems encouraged marketers to find new ways to integrate digital technology into market development.

In 2007, [[marketing automation]] was developed as a response to the ever evolving marketing climate. Marketing automation is the process by which software is used to automate conventional marketing processes.<ref name=":4">{{Cite journal|last=Balmer|first=John M.T.|date=May 2009|editor-last=Balmer|editor-first=John M.T.|title=Corporate marketing: apocalypse, advent and epiphany|journal=Management Decision|language=en|volume=47|issue=4|pages=544–572|doi=10.1108/00251740910959413|issn=0025-1747}}</ref> [[Marketing automation]] helped companies segment customers, launch [[multichannel marketing]] campaigns, and provide personalized information for customers.<ref name=":4" />, based on their specific activities. In this way, users activity (or lack thereof) triggers a personal message that is customised to the user in their preferred platform. However, despite the benefits of marketing automation many companies are struggling to adopt it to their everyday uses correctly.{{cn|date=May 2021}}

Digital marketing became more sophisticated in the 2000s and the 2010s,
when<ref>{{cite web|url=https://news.google.com/newspapers?nid=1454&dat=19990729&id=p7dOAAAAIBAJ&pg=5053,5511855|title=Ad agency joins up with AOL for marketing surveys|access-date=2015-03-11}}</ref><ref>{{citation|url=http://econsultancy.com/au/blog/62546-making-digital-and-traditional-marketing-work-together|title=Making digital and traditional marketing work together|first=Matthew|last=Kates|date=17 April 2013|publisher=Econsultancy|archive-url=https://web.archive.org/web/20131125055348/http://econsultancy.com/au/blog/62546-making-digital-and-traditional-marketing-work-together|archive-date=25 November 2013}}</ref> the proliferation of devices' capable of accessing digital media led to sudden growth.<ref name="iccwbo.org">{{cite web|url=http://www.iccwbo.org/advocacy-codes-and-rules/areas-of-work/marketing-and-advertising/digital-marketing-communication/|title=Digital Marketing Communication|work=iccwbo.org|access-date=17 October 2015}}</ref> Statistics produced in 2012 and 2013 showed that digital marketing was still growing.<ref>{{citation|url=http://econsultancy.com/au/blog/10906-digital-marketing-is-growing-in-australia-but-so-is-the-skills-gap|title=Digital marketing is growing in Australia, but so is the skills gap|first=Claire|last=Brinkley|date=18 October 2012|archive-url=https://web.archive.org/web/20121021010859/http://econsultancy.com/au/blog/10906-digital-marketing-is-growing-in-australia-but-so-is-the-skills-gap|archive-date=21 October 2012|publisher=Econsultancy}}</ref><ref>{{citation|url=http://www.emarketer.com/Article/Worldwide-Ad-Growth-Buoyed-by-Digital-Mobile-Adoption/1010244|title=Worldwide Ad Growth Buoyed by Digital, Mobile Adoption|date=25 September 2013|publisher=eMarketer|author=eMarketer|archive-url=https://web.archive.org/web/20131112085813/http://www.emarketer.com/Article/Worldwide-Ad-Growth-Buoyed-by-Digital-Mobile-Adoption/1010244|archive-date=12 November 2013}}</ref>
With the development of [[social media]] in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on [[digital electronics]] in daily lives. Therefore, they expected a seamless [[user experience]] across different channels for searching product's information. The change of [[customer behavior]] improved the diversification of marketing technology.<ref name="Customer behaviour">{{cite web|title=Connected Commerce Is Creating Buyers Without Borders|url=http://www.nielsen.com/us/en/insights/news/2016/connected-commerce-is-creating-buyers-without-borders.html|publisher=Nielsen Global|access-date=6 March 2018}}</ref>

Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term ''digital marketing'' has grown in popularity over time. In the USA ''online marketing'' is still a popular term. In Italy, digital marketing is referred to as ''web marketing.'' Worldwide ''digital marketing'' has become the most common term, especially after the year 2013.<ref>{{cite web|last=Google|first=Trends|title=Google Trends|url=http://www.google.com/trends|publisher=Google Inc|access-date=9 February 2014}}</ref>

Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010.<ref>{{cite web|title=Digital Marketing Communication|url=https://iccwbo.org/global-issues-trends/responsible-business/marketing-advertising/digital-marketing-communication/|website=International Chamber of Commerce|access-date=12 September 2017}}</ref> An increasing portion of advertising stems from businesses employing Online Behavioural Advertising (OBA) to tailor advertising for internet users, but OBA raises concern of [[consumer privacy]] and [[Information privacy|data protection]].<ref name="iccwbo.org"/>

==New non-linear marketing approach==
Nonlinear marketing, a type of interactive marketing, is a long-term marketing approach which builds on businesses collecting information about an Internet user's online activities, and trying to be visible in multiple areas.<ref name="Clerck">{{Cite web|title=Integrated marketing: the nonlinear connected buyer journey|url=https://www.i-scoop.eu/integrated-marketing-nonlinear-connected-buyer-journey/|last=Clerck|first=J.-P. De|date=2014-01-10|website=i-SCOOP|language=en-US|access-date=2020-05-19}}</ref>

Unlike traditional marketing techniques, which involve direct, one-way messaging to consumers (via print, television, and radio advertising), nonlinear digital marketing strategies are centered on reaching prospective customers across multiple online channels.<ref>{{Cite web|title=What is Nonlinear Marketing? And How Can it be Used to Grow Your Sales and Revenues?|url=https://www.linkedin.com/pulse/what-nonlinear-marketing-how-can-used-grow-your-sales-jamie-turner|website=www.linkedin.com|language=en|access-date=2020-05-21}}</ref>

Combined with higher consumer knowledge and the demand for more sophisticated consumer offerings, this change has forced many businesses to rethink their outreach strategy and adopt or incorporate omnichannel, nonlinear marketing techniques to maintain sufficient brand exposure, engagement, and reach.<ref>{{Cite web|title=The evolution of consumer behavior in the digital age|url=https://medium.com/analytics-for-humans/the-evolution-of-consumer-behavior-in-the-digital-age-917a93c15888|last=Su|first=Bill|date=2018-06-08|website=Medium|language=en|access-date=2020-05-19}}</ref>

Nonlinear marketing strategies involve efforts to adapt the advertising to different platforms,<ref>{{Cite web|title=5 Major Brands That Use Nonlinear Digital Marketing To Engage Consumers|url=https://businessdiary.com.ph/14577/5-major-brands-that-use-nonlinear-digital-marketing-to-engage-consumers/|website=Business Diary Philippines|language=en|access-date=2020-05-19}}</ref> and to tailor the advertising to different individual buyers rather than a large coherent audience.<ref name="Clerck"/>

Tactics may include:
* [[Search engine optimization]] (SEO)
* [[Social media marketing]]
* [[Video marketing]]
* [[Email marketing]]
* [[Blogging]]
* [[Website marketing]]
* Paid search/[[contextual advertising]]
*[[Search engine marketing|Search Engine Marketing (paid advertisement on search engines)]]

Some studies indicate that consumer responses to traditional marketing approaches are becoming less predictable for businesses.<ref>{{Cite web|title=How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies|url=https://www.ingentaconnect.com/content/hsp/jbs/2018/00000006/00000004/art00008|last1=Turner|first1=Jamie|last2=Shah|first2=Reshma|date=2018-03-01|website=www.ingentaconnect.com|language=en|access-date=2020-05-19|last3=Jain|first3=Varsha}}</ref> According to a 2018 study, nearly 90% of online consumers in the United States researched products and brands online before visiting the store or making a purchase.<ref>{{Cite web|title=Study Finds Consumers Research Before They Buy|url=https://www.pymnts.com/news/retail/2018/omichannel-ecommerce-consumer-habits/|last=PYMNTS|date=2018-01-09|website=PYMNTS.com|language=en-US|access-date=2020-05-19}}</ref> The Global Web Index estimated that in 2018, a little more than 50% of consumers researched products on social media.{{cn|date=May 2021}} Businesses often rely on individuals portraying their products in a positive light on social media, and may adapt their marketing strategy to target people with large social media followings in order to generate such comments.<ref>{{Cite web|title=Consumers trust user-generated content more than traditional advertising|url=https://www.zdnet.com/article/nine-out-of-ten-consumers-trust-ugc-more-than-traditional-advertising/|last=Brown|first=Eileen|website=ZDNet|language=en|access-date=2020-05-19}}</ref> In this manner, businesses can use consumers to advertise their products or services, decreasing the cost for the company.<ref>{{Cite web|title=6 Key Benefits of User-Generated Content (and How You Can Achieve Them)|url=https://www.socialmediatoday.com/social-business/6-key-benefits-user-generated-content-and-how-you-can-achieve-them|website=Social Media Today|language=en-US|access-date=2020-05-19}}</ref>

==Brand awareness==
One of the key objectives of modern digital marketing is to raise [[brand awareness]], the extent to which customers and the general public are familiar with and recognize a particular brand.

Enhancing brand awareness is important in digital marketing, and marketing in general, because of its impact on brand perception and consumer decision-making. According to the 2015 essay, “Impact of Brand on Consumer Behavior”:

“Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers’ buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers’ perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics.”<ref>{{Cite journal|last1=Chovanová|first1=Henrieta Hrablik|last2=Korshunov|first2=Aleksander Ivanovich|last3=Babčanová|first3=Dagmar|date=2015-01-01|title=Impact of Brand on Consumer Behavior|journal=Procedia Economics and Finance|series=International Scientific Conference: Business Economics and Management (BEM2015)|language=en|volume=34|pages=615–621|doi=10.1016/S2212-5671(15)01676-7|issn=2212-5671|doi-access=free}}</ref>

Recent trends show that businesses and digital marketers are prioritizing brand awareness, focusing more on their digital marketing efforts on cultivating brand recognition and recall than in previous years. This is evidenced by a 2019 Content Marketing Institute study, which found that 81% of digital marketers have worked on enhancing brand recognition over the past year.<ref>{{Cite web|date=2018-10-10|title=2019 B2B Content Marketing Research: It Pays to Put Audience First|url=https://contentmarketinginstitute.com/2018/10/research-b2b-audience/|access-date=2020-06-02|website=Content Marketing Institute|language=en-US}}</ref>

Another Content Marketing Institute survey revealed 89% of B2B marketers now believe improving brand awareness to be more important than efforts directed at increasing sales.<ref>{{Cite web|last=Pulizzi|first=Joe|date=June 1, 2020|title=B2B Manufacturing Content Marketing|url=https://contentmarketinginstitute.com/wp-content/uploads/2015/05/2015_MFG_Research_Final.pdf|access-date=June 1, 2020|website=Content Marketing INstitute}}</ref>

Increasing brand awareness is a focus of digital marketing strategy for a number of reasons:

* The growth of online shopping. A survey by Statista projects 230.5 million people in the United States will use the internet to shop, compare, and buy products by 2021, up from 209.6 million in 2016.<ref>{{Cite web|title=Number of digital shoppers in the U.S. 2021|url=https://www.statista.com/statistics/183755/number-of-us-internet-shoppers-since-2009/|access-date=2020-06-02|website=Statista|language=en}}</ref> Research from business software firm Salesforce found 87% of people began searches for products and brands on digital channels in 2018.<ref>{{Cite web|title=Shopper-First Retailing: New Research from 6,000 Consumers and 1.4 Billion Ecommerce Visits Reveals What Shoppers Actually Want|url=https://www.salesforce.com/blog/2018/08/digital-shopper-first-retail-report-research.html|access-date=2020-06-02|website=Salesforce Blog|language=en}}</ref>
* The role of digital interaction in customer behavior. It’s estimated that 70% of all retail purchases made in the U.S. are influenced to some degree by an interaction with a brand online.<ref>{{Cite web|title=In-Store Sales Still Rule, but Digital Helps|url=https://www.emarketer.com/content/in-store-sales-still-rule-but-digital-helps|access-date=2020-06-02|website=eMarketer}}</ref>
* The growing influence and role of brand awareness in online consumer decision-making: 82% of online shoppers searching for services give preference to brands they know of.<ref>{{Cite web|title=Why Brand Awareness Matters|url=https://www.cmswire.com/digital-marketing/why-brand-awareness-matters/|access-date=2020-06-02|website=CMSWire.com|language=en}}</ref>
* The use, convenience, and influence of social media. A recent report by Hootsuite estimated there were more than 3.4 billion active users on social media platforms, a 9% increase from 2018.<ref>{{Cite web|title=Report Library|url=https://datareportal.com/library|access-date=2020-06-02|website=DataReportal – Global Digital Insights|language=en-GB}}</ref> A 2019 survey by The Manifest states that 74% of social media users follow brands on social sites, and 96% of people who follow businesses also engage with those brands on social platforms.<ref>{{Cite web|title=How Social Media Can Help Businesses Win Loyal Customers {{!}} The Manifest|url=https://themanifest.com/social-media/how-social-media-can-help-businesses-win-loyal-customers|access-date=2020-06-02|website=themanifest.com}}</ref> According to Deloitte, one in three U.S. consumers are influenced by social media when buying a product, while 47% of millennials factor their interaction with a brand on social when making a purchase.<ref>{{Cite web|last=Digital|first=Deliotte|date=June 1, 2020|title=Navigating the New Digital Divide|url=https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-navigating-the-new-digital-divide-051315.pdf|access-date=June 1, 2020|website=Deliotte}}</ref>

== Online methods used to build brand awareness ==
Digital marketing strategies may include the use of one or more online channels and techniques (omnichannel) to increase brand awareness among consumers.

Building brand awareness may involve such methods/tools as:

=== Search engine optimization (SEO) ===
Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry-related search queries.<ref>{{Cite web|date=2016-02-20|title=How to Use SEO to Build Your Brand|url=https://neilpatel.com/blog/how-to-use-seo-to-build-your-brand/|access-date=2020-06-02|website=Neil Patel|language=en}}</ref>

The importance of SEO to increasing brand awareness is said to correlate with the growing influence of search results and search features like featured snippets, knowledge panels, and local SEO on customer behavior.<ref>{{Cite web|last1=1.0kshares|last2=22kreads|title=Why Your SEO Focus Should Be Brand Building|url=https://www.searchenginejournal.com/seo-guide/brand-building-strategy/|access-date=2020-06-02|website=Search Engine Journal|language=en}}</ref>

=== Search engine marketing (SEM) ===
SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites. Search ads have been shown to have a positive impact on brand recognition, awareness and conversions.<ref>{{Cite web|title=New Study: Search Ads Lift Brand Awareness|url=https://adwords.googleblog.com/2014/06/new-study-search-ads-lift-brand.html|access-date=2020-06-02|website=Inside AdWords|language=en}}</ref>

33% of searchers who click on paid ads do so because they directly respond to their particular search query.<ref>{{Cite web|title=How to Approach Search Marketing Using PPC Advertising and SEO Services {{!}} Clutch.co|url=https://clutch.co/seo-firms/resources/approach-search-marketing-ppc-advertising-seo-services|access-date=2020-06-02|website=clutch.co}}</ref>

=== Social media marketing ===
70% of marketers list increasing brand awareness as their number one goal for marketing on social media platforms. Facebook, Instagram, Twitter, and YouTube are listed as the top platforms currently used by social media marketing teams.<ref>{{Cite web|last=Insights|first=Smart|date=June 1, 2020|title=Increasing brand awareness is main goal for social media strategies|url=https://www.smartinsights.com/social-media-marketing/increasing-brand-awareness-main-goal-for-social-media-strategies/|access-date=June 1, 2020|website=Smart Insights}}</ref>

=== Content marketing ===
56% of marketers believe personalized content – brand-centered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement.<ref>{{Cite web|date=2016-08-29|title=Why is Content Marketing Today's Marketing? 10 Stats That Prove It|url=https://contentmarketinginstitute.com/2016/08/content-marketing-stats/|access-date=2020-06-02|website=Content Marketing Institute|language=en-US}}</ref>

According to Mentionlytics, an active and consistent content strategy that incorporates elements of interactive content creation, social posting, and guest blogging can improve brand awareness and loyalty by 88%.<ref>{{Cite web|last=Keller|first=Simon Dwight|date=2019-10-22|title=Improve Your Brand Awareness and Visibility with Content Marketing {{!}} Mentionlytics Blog|url=https://www.mentionlytics.com/blog/improve-brand-awareness-visibility-with-content-marketing/|access-date=2020-06-02|website=Mentionlytics|language=en-US}}</ref>

== Developments and strategies ==
One of the major changes that occurred in traditional marketing was the "emergence of digital marketing" (Patrutiu Baltes, Loredana, 2015), this led to the reinvention of marketing strategies in order to adapt to this major change in traditional marketing (Patrutiu Baltes, Loredana, 2015).

As digital marketing is dependent on [[technology]] which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies. This portion is an attempt to qualify or segregate the notable highlights existing and being used as of press time.{{When|date=May 2016}}

* '''Segmentation''': More focus has been placed on segmentation within digital marketing, in order to target specific markets in both business-to-business and business-to-consumer sectors.
* '''Influencer marketing''': Important nodes are identified within related communities, known as influencers. This is becoming an important concept in digital targeting.<ref name=":1">{{Cite journal|last1=Stubb|first1=Carolina|last2=Nyström|first2=Anna-Greta|last3=Colliander|first3=Jonas|date=2019-05-07|title=Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness|journal=Journal of Communication Management|language=en|volume=23|issue=2|pages=109–122|doi=10.1108/JCOM-11-2018-0119|issn=1363-254X}}</ref> Influencers allow brands to take advantage of social media and the large audiences available on many of these platforms.<ref name=":1" /> It is possible to reach influencers via paid advertising, such as Facebook Advertising or Google Adwords campaigns, or through sophisticated sCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters level, on engagement strategies for influencers.

To summarize, Pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without that content being actively sought by the recipients.

* '''[[Targeted advertising|Online behavioral advertising]]''' is the practice of collecting information about a user's online activity over time, "on a particular device and across different, unrelated websites, in order to deliver advertisements tailored to that user's interests and preferences.<ref>{{cite web|last=|first=|date=|title=654 oba resource guide final|url=http://www.codescentre.com/media/1010/654-oba-resource-guide_-final.pdf|url-status=live|archive-url=https://web.archive.org/web/20180404044902/https://www.codescentre.com/media/1010/654-oba-resource-guide_-final.pdf|archive-date=4 April 2018|access-date=|work=codescentre.com}}</ref><ref>{{cite news|url=https://www.theguardian.com/technology/2015/sep/18/facebooks-opt-out-tracking-ads-not-enough-privacy-expert|title=Facebook's new opt-out for tracking ads is not enough, says privacy expert|first=Samuel|last=Gibbs|date=18 September 2015|newspaper=The Guardian}}</ref> Such Advertisements are based on [[site retargeting]] are customized based on each user behavior and pattern.
* '''Collaborative Environment''': A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications.<ref>{{cite web|url=http://www.hcltech.com/sites/default/files/whitepaper_-_collaborating_with_digital_agency_0.pdf|title=whitepaper-collaborating with digital agency|work=hcltech.com}}</ref> Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called [[user-generated content]]. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organization's relationship with its customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organization.
*'''Data-driven advertising:''' Users generate a lot of data in every step they take on the path of [[customer experience|customer journey]] and brands can now use that data to activate their known audience with data-driven programmatic media buying. Without exposing customers' privacy, users' data can be collected from digital channels (e.g.: when the customer visits a website, reads an e-mail, or launches and interact with a brand's mobile app), brands can also collect data from real-world customer interactions, such as brick and mortar stores visits and from CRM and sales engines datasets. Also known as people-based marketing or addressable media, data-driven advertising is empowering brands to find their loyal customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers' moment and actions.<ref>{{Cite web|url=http://www.marketingtechnews.net/news/2016/may/05/people-based-marketing-marketing-strategy-future-new-report-claims/|title=People-based marketing is the strategy of the future, new report claims|access-date=2016-09-26}}</ref>

An important consideration today while deciding on a strategy is that the digital tools have democratized the promotional landscape.

* '''Remarketing:''' Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted ads in front of an interest category or a defined audience, generally called searchers in web speak, they have either searched for particular products or services or visited a website for some purpose.
* '''Game advertising''': Game ads are advertisements that exist within computer or video games. One of the most common examples of in-game advertising is billboards appearing in sports games. In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols.

The new digital era has enabled brands to [[Targeted advertising|selectively target their customers]] that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender, and interests of whom they would like their targeted post to be seen. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products, and services,<ref>{{cite journal | doi=10.1016/j.chb.2015.12.047|volume=58|journal=Computers in Human Behavior|pages=98–108|title=Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook|year=2016|last1=Kim|first1=Angella J.|last2=Johnson|first2=Kim K.P.}}</ref> This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.

==Ineffective forms of digital marketing==
Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion.<ref>{{Cite news|url=https://www.reuters.com/article/us-advertising-digital/global-spending-on-digital-marketing-nears-100-billion-study-idUSKCN1M30XN|title=Global spending on digital marketing nears $100 billion: study|last=Editorial|first=Reuters|work=U.S.|access-date=2018-09-24|language=en-US}}</ref> Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015).<ref>{{Cite web|url=http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=197874e2-a2cb-4af8-a2a6-9943640aaf40&q=digital+marketing&CID=A104995&PUB=WORLD-ECONOMICS|title=Digital and Mobile Continues to Dominate Share of Marketing Budgets.|last=World Economics|date=June 2015|website=Warc.com|access-date=10 January 2018}}</ref> Digital media helps brands reach consumers to engage with their product or service in a personalized way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016).<ref name=":5">{{Cite web|url=http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=15705943-a25c-4a77-954e-01586891af92&q=digital+marketing&CID=A106689&PUB=WARC-EXCLUSIVE|title=Five digital marketing lessons from comScore.|last=Whiteside|first=S|date=January 2016|website=Warc.com|access-date=10 January 2018}}</ref> Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.

===Prioritizing clicks===
Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads is relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements (Whiteside, 2016).<ref name=":5" />

===Balancing search and display===
Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness of this. This, in turn, disregards other marketing efforts, which establish brand value within the consumer's mind. [[Comscore|ComScore]] determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016).<ref name=":5" /> This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. T Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).<ref name=":5" />

'''Understanding Mobiles:'''
Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).<ref name=":5" /> Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).<ref name=":5" /> Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).<ref name=":5" /> Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the user's entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).<ref>{{Cite book|title=Advertising and promotion: An integrated marketing communication perspective|last1=Belch|first1=E|last2=Belch|first2=A|year=2012|edition=(9th ed)|location=New York,NY: McGraw-Hill/Irwin.}}</ref>

'''Cross-platform measurement:'''
The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer's behavior, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involve deduplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016).<ref name=":5" /> An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016).<ref name=":5" /> Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).<ref>{{Cite book|title=Advertising strategy, creativity and media.|last1=Fill|first1=C|last2=Hughes|first2=G|last3=De Franceso|first3=S|year=2013|location=London, UK: Pearson.}}</ref>

'''Targeting, viewability, brand safety, and invalid traffic:'''
Targeting, viewability, brand safety, and invalid traffic all are aspects used by marketers to help advocate digital advertising. [[Browser cookie|Cookies]] are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016).<ref name=":5" /> Another element, which is affected by digital marketing, is ‘viewability’ or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).<ref name=":5" />

===Channels===
Digital Marketing Channels are systems based on the Internet that can create, accelerate, and transmit product value from producer to a consumer terminal, through digital networks.<ref name="Thomas Martin">{{cite journal|title=Domains of Digital Marketing Channels in the Sharing Economy|journal=Journal of Marketing Channels|volume=24|issue=1–2|pages=27–38|doi=10.1080/1046669X.2017.1346977|year=2017|last1=Key|first1=Thomas Martin|s2cid=158277744}}</ref><ref name="Heini Maarit Taiminen">{{cite journal|last1=Heikki|first1=Karjaluoto|title=The usage of digital marketing channels in SMEs|journal=Journal of Small Business and Enterprise Development|volume=22|issue=4|pages=633–651|doi=10.1108/JSBED-05-2013-0073|year=2015|url=http://urn.fi/URN:NBN:fi:jyu-201602161581}}</ref> Digital marketing is facilitated by multiple Digital Marketing channels, As an advertiser one's core objective is to find channels which result in maximum two-way communication and a better overall [[Return on investment|ROI]] for the brand. There are multiple digital marketing channels available namely;<ref>{{cite web|url=http://www.entrepreneur.com/article/244802|title=3 Digital Marketing Channels That Work for Every Advertiser|author=Pratik Dholakiya|date=14 April 2015|work=Entrepreneur|access-date=17 October 2015}}</ref>

# [[Affiliate marketing]] - Affiliate marketing is perceived to not be considered a safe, reliable, and easy means of marketing through online platforms. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates, it leaves the brand prone to exploitation in terms of claiming commission that isn't honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.<ref>{{cite journal | last1 = Edelman | first1 = B. | last2 = Brandi | first2 = W. | year = 2015 | title = Risk, Information, and Incentives in Online Affiliate Marketing | journal = Journal of Marketing Research | volume = 52 | issue = 1| pages = 1–12 | doi = 10.1509/jmr.13.0472 | citeseerx = 10.1.1.589.9857 | s2cid = 15601535 }}</ref>
#[[Display advertising]] - As the term implies, online display advertising deals with showcasing promotional messages or ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on search engines, classified or dynamic advertisements, etc. The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method.
#[[Email marketing]] - Email marketing in comparison to other forms of digital marketing is considered cheap; it is also a way to rapidly communicate a message such as their value proposition to existing or potential customers. Yet this channel of communication may be perceived by recipients to be bothersome and irritating especially to new or potential customers, therefore the success of email marketing is reliant on the language and visual appeal applied. In terms of visual appeal, there are indications that using graphics/visuals that are relevant to the message which is attempting to be sent, yet less visual graphics to be applied with initial emails are more effective in-turn creating a relatively personal feel to the email. In terms of language, the style is the main factor in determining how captivating the email is. Using a casual tone invokes a warmer and gentle and inviting feel to the email in comparison to a formal style. For combinations; it's suggested that to maximize effectiveness; using no graphics/visual alongside casual language. In contrast, using no visual appeal and a formal language style is seen as the least effective method.<ref>{{cite journal | last1 = Dapko | first1 = J. L. | last2 = Artis | first2 = A. B. | s2cid = 153877505 | year = 2014 | title = Less is More: An Exploratory Analysis of Optimal Visual Appeal and Linguistic Style Combinations in a Salesperson's Initial-Contact E-mail to Millennial Buyers Within Marketing Channels | journal = Journal of Marketing Channels | volume = 21 | issue = 4| pages = 254–267 | doi = 10.1080/1046669X.2014.945358 }}</ref>
#[[Search engine marketing]] - Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate [[Search engine optimization]], which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
#[[Social Media Marketing]] - The term 'Digital Marketing' has a number of marketing facets as it supports different channels used in and among these, comes the Social Media. When we use social media channels ( Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service, the strategy is called Social Media Marketing. It is a procedure wherein strategies are made and executed to draw in traffic for a website or to gain the attention of buyers over the web using different social media platforms.
#[[Social networking service]] - A social networking service is an online platform which people use to build social networks or social relations with other people who share similar personal or career interests, activities, backgrounds or real-life connections
#[[In-game advertising]] - In-Game advertising is defined as the "inclusion of products or brands within a digital game."<ref name=":8">{{cite journal | last1 = Terlutter | first1 = R. | last2 = Capella | first2 = M. L. | s2cid = 144798265 | year = 2013 | title = The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games | journal = Journal of Advertising | volume = 42 | issue = 2/3| pages = 95–112 | doi = 10.1080/00913367.2013.774610 }}</ref> The game allows brands or products to place ads within their game, either in a subtle manner or in the form of an advertisement banner. There are many factors that exist in whether brands are successful in the advertising of their brand/product, these being: Type of game, technical platform, 3-D and 4-D technology, game genre, congruity of brand and game, prominence of advertising within the game. Individual factors consist of attitudes towards placement advertisements, game involvement, product involvement, flow, or entertainment. The attitude towards the advertising also takes into account not only the message shown but also the attitude towards the game. Dependent on how enjoyable the game is will determine how the brand is perceived, meaning if the game isn't very enjoyable the consumer may subconsciously have a negative attitude towards the brand/product being advertised. In terms of Integrated Marketing Communication "integration of advertising in digital games into the general advertising, communication, and marketing strategy of the firm"<ref name=":8" /> is important as it results in a more clarity about the brand/product and creates a larger overall effect.
#[[Online public relations]] - The use of the internet to communicate with both potential and current customers in the public realm.
#[[Video advertising]] - This type of advertising in terms of digital/online means are advertisements that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity over time.<ref name=":9">{{cite journal | last1 = Li | first1 = H. | last2 = Lo | first2 = H. | s2cid = 143783547 | year = 2015 | title = Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements | journal = Journal of Advertising | volume = 44 | issue = 3| pages = 208–218 | doi = 10.1080/00913367.2014.956376 }}</ref> Online Video Advertising usually consists of three types: Pre-Roll advertisements which play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll advertisements which play after the video is watched.<ref>PricewaterhouseCoopers (2013), "2012 Internet Advertising Revenue Full-Year Report," April, http://www.iab.net/media/file/IABInternet AdvertisingRevenueReportFY2012POSTED.pdf/</ref> Post-roll advertisements were shown to have better brand recognition in relation to the other types, where-as "ad-context congruity/incongruity plays an important role in reinforcing ad memorability".<ref name=":9" /> Due to selective attention from viewers, there is the likelihood that the message may not be received.<ref>{{cite journal | last1 = Basil | first1 = Michael D | year = 1994 | title = Multiple Resource Theory I: Application to Television Viewing | journal = Communication Research | volume = 21 | issue = 2| pages = 177–207 | doi=10.1177/009365094021002003| s2cid = 141021179 }}</ref> The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioral decision.<ref>Chatterjee, Patrali (2001), "Beyond CPMs and Clickthroughs: Understanding Consumer Interaction with Web Advertising," in Internet Marketing Research: Theory and Practice, Ook Lee, ed., Hershey, PA: Idea Group, 209–16.</ref> These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time,<ref name=":9" /> therefore manipulating these variables will yield different results. The length of the advertisement has shown to affect memorability where-as a longer duration resulted in increased brand recognition.<ref name=":9" /> This type of advertising, due to its nature of interruption of the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded, creating negative perception of the brand.<ref name=":9" /> These advertisements are also available to be shared by the viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online version of word by mouth marketing, extending number of people reached.<ref>{{cite journal | last1 = Lee | first1 = J. | last2 = Ham | first2 = C. | last3 = Kim | first3 = M. | s2cid = 145332829 | year = 2013 | title = Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action | journal = Journal of Interactive Advertising | volume = 13 | issue = 1| pages = 1–13 | doi = 10.1080/15252019.2013.768048 }}</ref> Sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control".<ref name=":9" /> As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a ‘viral’ trend from a mass amount of a brand advertisement can maximize the outcome of an online video advert whether it be positive or a negative outcome.
#[[Native advertising|Native Advertising]] - This involves the placement of paid content that replicates the look, feel, and oftentimes, the voice of a platform's existing content. It is most effective when used on digital platforms like websites, newsletters, and social media. Can be somewhat controversial as some critics feel it intentionally deceives consumers.<ref>{{Cite book|title=The Sage international encyclopedia of mass media and society|others=Merskin, Debra L.|year = 2019|isbn=978-1-4833-7551-9|location=Thousand Oaks, California|oclc=1130315057}}</ref>
#[[Content marketing|Content Marketing]] - This is an approach to marketing that focuses on gaining and retaining customers by offering helpful content to customers that improves the buying experience and creates brand awareness. A brand may use this approach to hold a customer’s attention with the goal of influencing potential purchase decisions.<ref>{{Citation|chapter=Content Marketing|date=2020|chapter-url=https://sk.sagepub.com/reference/the-sage-encyclopedia-of-mass-media-and-society/i5001.xml|encyclopedia=The SAGE International Encyclopedia of Mass Media and Society|publisher=SAGE Publications, Inc.|doi=10.4135/9781483375519.n154|isbn=978-1-4833-7553-3|access-date=2020-04-19}}</ref>
#[[Native advertising|Sponsored Content]] - This utilises content created and paid for by a brand to promote a specific product or service.<ref>{{Cite book|last=Chandler, Daniel.|title=A dictionary of social media|others=Munday, Rod., Oxford University Press.|date=March 2016|isbn=978-0-19-180309-3|edition=First|location=Oxford|oclc=952388585}}</ref>
#Inbound Marketing- a market strategy that involves using content as a means to attract customers to a brand or product. Requires extensive research into the behaviors, interests, and habits of the brand's target market.<ref>{{Cite journal|last=Patrutiu-Baltes|first=Loredana|date=2016|title=Inbound Marketing - the most important digital marketing strategy|journal=Bulletin of the Transilvania University of Brasov. Economic Sciences.|volume=9|pages=61–68|via=ProQuest}}</ref>

It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feedback to the firm on a community-based site or straight directly to the firm via email.<ref name=":3">{{Cite journal|last=Tiago, Maria Teresa Pinheiro Melo Borges;Veríssimo, José Manuel Cristóvão|date=2014|title=Digital Marketing and Social Media; Why Bother?|journal=INBAM, Business Horizons|volume=57|issue=6|pages=703–708|doi=10.1016/j.bushor.2014.07.002}}</ref> Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of-mouth marketing.<ref name=":3" />

==== Benefits of social media marketing ====

* Allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing such as phone and email based advertising.<ref name=":10">{{Cite journal|last=Ramsaran-Fowdar|first=Rooma Roshnee|date=2013-03-31|title=The Implications of Facebook Marketing for Organizations|url=http://www.cmr-journal.org/article/view/9710|journal=Contemporary Management Research|volume=9|issue=1|pages=73–84|doi=10.7903/cmr.9710}}</ref>
*Marketing on most social media platforms comes at little to no cost- making it accessible to virtually any size business.<ref name=":10" />
*Accommodates personalized and direct marketing that targets specific demographics and markets.<ref name=":10" />
*Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately.<ref name=":10" />
*Ideal environment for a company to conduct market research.<ref name=":11">{{Cite journal|last1=Parsons|first1=Amy L.|last2=Lepkowska-White|first2=Elzbieta|s2cid=158177839|date=2018-04-03|title=Social Media Marketing Management: A Conceptual Framework|journal=Journal of Internet Commerce|language=en|volume=17|issue=2|pages=81–95|doi=10.1080/15332861.2018.1433910|issn=1533-2861}}</ref>
*Can be used as a means of obtaining information about competitors and boost competitive advantage.<ref name=":11" />
*Social platforms can be used to promote brand events, deals, and news.<ref name=":11" />
** Platforms can also be used to offer incentives in the form of loyalty points and discounts.<ref name=":11" />

===Self-regulation===
The ICC Code has integrated rules that apply to marketing communications using digital interactive media throughout the guidelines. There is also an entirely updated section dealing with issues specific to digital interactive media techniques and platforms. Code self-regulation on the use of digital interactive media includes:
* Clear and transparent mechanisms to enable consumers to choose not to have their data collected for advertising or marketing purposes;
* Clear indication that a social network site is commercial and is under the control or influence of a marketer;
* Limits are set so that marketers communicate directly only when there are reasonable grounds to believe that the consumer has an interest in what is being offered;
* Respect for the rules and standards of acceptable commercial behavior in social networks and the posting of marketing messages only when the forum or site has clearly indicated its willingness to receive them;
* Special attention and protection for children.<ref>{{cite web|url=http://www.codescentre.com/icc-code/digital-interactive-media.aspx|title=ICC Code, Digital Interactive Media - ICC Codes Centre|work=codescentre.com|access-date=17 October 2015}}</ref>

== Strategy ==

=== Planning ===

Digital marketing planning is a term used in marketing management. It describes the first stage of forming a digital marketing strategy for the wider [[digital marketing system]]. The difference between digital and traditional marketing planning is that it uses digitally based communication tools and technology such as Social, Web, Mobile, Scannable Surface.<ref>{{cite book|last1=Dodson|first1=I|title=The art of digital marketing : the definitive guide to creating strategic, targeted and measurable online campaigns|date=2016|publisher=Wiley|location=Hoboken, New Jersey|isbn=9781119265702}}</ref><ref>{{cite book|last1=ryan|first1=D|title=Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation|date=2014|publisher=Kogan Page|isbn=9780749471026}}</ref> Nevertheless, both are aligned with the vision, the mission of the company and the overarching business strategy.<ref name="isbn_0273746227">{{cite book|last1=Chaffey|first1=Dave|last2=Ellis-Chadwick|first2=Fiona|title=Digital Marketing: Strategy, Implementation and Practice|date=2012|publisher=Pearson Education|location=Harlow|isbn=978-0273746225}}</ref>

=== Stages of planning ===
Using Dr Dave Chaffey's approach, the digital marketing planning (DMP) has three main stages: Opportunity, Strategy, and Action. He suggests that any business looking to implement a successful digital marketing strategy must structure their plan by looking at opportunity, strategy and action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.<ref name="isbn_0273746227"/>

==== 1) Opportunity ====
To create an effective DMP, a business first needs to review the marketplace and set 'SMART' (Specific, Measurable, Actionable, Relevant, and Time-Bound) objectives.<ref>Fill, C. (2006). Marketing communications. 1st ed. Harlow: FT Prentice Hall, pp.372-373.</ref> They can set SMART objectives by reviewing the current benchmarks and [[key performance indicator]]s (KPIs) of the company and competitors. It is pertinent that the analytics used for the KPIs be customized to the type, objectives, mission, and vision of the company.<ref>Parmenter, D. (2007). Key performance indicators. 1st ed. Hoboken, N.J.: John Wiley & Sons.</ref><ref>Marr, B. (2012). Key performance indicators. 1st ed. Harlow, England; New York: Pearson Financial Times Pub.</ref>

Companies can scan for marketing and sales opportunities by reviewing their own outreach as well as influencer outreach. This means they have [[competitive advantage]] because they are able to analyse their co-marketers influence and brand associations.<ref>{{cite journal | last1 = French | first1 = A. | last2 = Smith | first2 = G. | year = 2013 | title = Measuring brand association strength: a consumer based brand equity approach | url = https://dspace.lboro.ac.uk/2134/14786| journal = European Journal of Marketing | volume = 47 | issue = 8| pages = 1356–1367 | doi = 10.1108/03090561311324363 }}</ref>

To seize the opportunity, the firm should summarize its current customers' personas and purchase journey from this they are able to deduce their digital marketing capability. This means they need to form a clear picture of where they are currently and how many resources they can allocate for their digital marketing strategy i.e. labor, time, etc. By summarizing the purchase journey, they can also recognize gaps and growth for future marketing opportunities that will either meet objectives or propose new objectives and increase profit.

==== 2) Strategy ====
To create a planned digital strategy, the company must review their digital proposition (what you are offering to consumers) and communicate it using digital customer targeting techniques. So, they must define online value proposition (OVP), this means the company must express clearly what they are offering customers online e.g. brand positioning.

The company should also (re)select target market segments and personas and define digital targeting approaches.

After doing this effectively, it is important to review the marketing mix for online options. The marketing mix comprises the 4Ps – Product, Price, Promotion, and Place.<ref>McCarthy, E.J. (1964), Basic Marketing, Richard D. Irwin, Homewood, IL.</ref><ref>Mercer, D. (1999). Marketing. 1st ed. Oxford [u.a.]: Blackwell.</ref> Some academics have added three additional elements to the traditional 4Ps of marketing Process, Place, and Physical appearance making it 7Ps of marketing.<ref>Booms, B.H. and Bitner, M.J., 1981. Marketing strategies and organization structures for service firms. Marketing of services, 25(3), pp.47-52</ref>

==== 3) Action ====

The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as the audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned, and earned media of the company.<ref>Chaffey, D. and Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation, and Practice. 1st ed. Harlow: Pearson Education.</ref> The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.<ref>Ryan, D. (2014). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Ed. 3. 1st ed. Kogan Page.</ref>

After confirming the digital marketing plan, a scheduled format of digital communications (e.g. Gantt Chart) should be encoded throughout the internal operations of the company. This ensures that all platforms used fall in line and complement each other for the succeeding stages of digital marketing strategy.

=== Understanding the market ===
One way marketers can reach out to consumers, and understand their thought process is through what is called an empathy map. An empathy map is a four-step process. The first step is through asking questions that the consumer would be thinking in their demographic. The second step is to describe the feelings that the consumer may be having. The third step is to think about what the consumer would say in their situation. The final step is to imagine what the consumer will try to do based on the other three steps. This map is so marketing teams can put themselves in their target demographics shoes.<ref>{{Cite journal|last1=Schiele|first1=Kristen|last2=Chen|first2=Steven|s2cid=169359274|date=2018-03-26|title=Design Thinking and Digital Marketing Skills in Marketing Education: A Module on Building Mobile Applications|journal=Marketing Education Review|volume=28|issue=3|pages=150–154|doi=10.1080/10528008.2018.1448283|issn=1052-8008}}</ref> Web Analytics are also a very important way to understand consumers. They show the habits that people have online for each website.<ref>{{Cite journal|last=Staton|first=Mark G.|s2cid=167964641|date=2015-12-07|title=Improving Student Job Placement and Assessment Through the Use of Digital Marketing Certification Programs|journal=Marketing Education Review|volume=26|issue=1|pages=20–24|doi=10.1080/10528008.2015.1091665|issn=1052-8008}}</ref> One particular form of these analytics is [[predictive analytics]] which helps marketers figure out what route consumers are on. This uses the information gathered from other analytics and then creates different predictions of what people will do so that companies can strategize on what to do next, according to the people's trends.<ref>{{Cite journal|last1=Liu|first1=Xia|last2=Burns|first2=Alvin C.|s2cid=169752871|date=2018-01-02|title=Designing a Marketing Analytics Course for the Digital Age|journal=Marketing Education Review|volume=28|issue=1|pages=28–40|doi=10.1080/10528008.2017.1421049|issn=1052-8008}}</ref>

* Consumer behavior- the habits or attitudes of a consumer that influences the buying process of a product or service.<ref name=":12">{{Cite journal|last1=Kannan|first1=P.K.|last2=Li|first2=Hongshuang “Alice”|date=2017|title=Digital marketing: A framework, review and research agenda|journal=International Journal of Research in Marketing|language=en|volume=34|issue=1|pages=22–45|doi=10.1016/j.ijresmar.2016.11.006|s2cid=168288051}}</ref> Consumer behavior impacts virtually every stage of the buying process specifically in relation to digital environments and devices.<ref name=":12" />
*Predictive analytics- a form of data mining that involves utilizing existing data to predict potential future trends or behaviors.<ref name=":13">{{Cite book|last=Doyle, Charles, 1959-|title=A dictionary of marketing|others=Oxford University Press.|year=2016|isbn=978-0-19-180022-1|edition=Fourth|location=Oxford|oclc=957198795}}</ref> Can assist companies in predicting future behavior of customers.
*Buyer persona- employing research of consumer behavior regarding habits like brand awareness and buying behavior to profile prospective customers.<ref name=":13" /> Establishing a buyer persona helps a company better understand their audience and their specific wants/needs.
*Marketing Strategy- strategic planning employed by a brand to determine potential positioning within a market as well as the prospective target audience; involves two key elements: segmentation and positioning.<ref name=":13" /> By developing a marketing strategy, a company is able to better anticipate and plan for each step in the marketing and buying process.

==Sharing economy==
The "sharing economy" refers to an economic pattern that aims to obtain a resource that is not fully utilized.<ref name="Kyle Huggins">{{cite journal|last1=Kyle|first1=Huggins|s2cid=158667931|title=Seismic Shifts in the Sharing Economy: Shaking Up Marketing Channels and Supply Chains|journal=Journal of Marketing Channels|volume=24|issue=3|pages=3–12|doi=10.1080/1046669X.2017.1346973|year=2017}}</ref> Nowadays, the [[sharing economy]] has had an unimagined effect on many traditional elements including labor, industry, and distribution system.<ref name="Kyle Huggins"/> This effect is not negligible that some industries are obviously under threat.<ref name="Kyle Huggins"/><ref name="Neil C. Herndon">{{cite journal|title=The Sharing Economy: Opportunities and Challenges for Marketing Channels and Supply Chains|journal=Journal of Marketing Channels|volume=24|issue=1–2|pages=1–2|doi=10.1080/1046669X.2017.1346970|year=2017|last1=Herndon|first1=Neil C.|doi-access=free}}</ref> The sharing economy is influencing the traditional marketing channels by changing the nature of some specific concept including ownership, assets, and recruitment.<ref name="Neil C. Herndon"/>

Digital marketing channels and traditional marketing channels are similar in function that the value of the product or service is passed from the original producer to the end user by a kind of supply chain.<ref name="Thomas">{{cite journal|last1=Thomas|first1=Martin|s2cid=158277744|title=Domains of Digital Marketing Channels in the Sharing Economy|journal=Journal of Marketing Channels|volume=24|issue=27|pages=27–38|doi=10.1080/1046669X.2017.1346977|year=2017}}</ref> Digital Marketing channels, however, consist of internet systems that create, promote, and deliver products or services from producer to consumer through digital networks.<ref name=":14">{{Cite journal|last=Key|first=Thomas Martin|s2cid=158277744|date=2017-04-03|title=Domains of Digital Marketing Channels in the Sharing Economy|journal=Journal of Marketing Channels|language=en|volume=24|issue=1–2|pages=27–38|doi=10.1080/1046669X.2017.1346977|issn=1046-669X}}</ref> Increasing changes to marketing channels has been a significant contributor to the expansion and growth of the sharing economy.<ref name=":14" /> Such changes to marketing channels has prompted unprecedented and historic growth.<ref name=":14" /> In addition to this typical approach, the built-in control, efficiency and low cost of digital marketing channels is an essential features in the application of sharing economy.<ref name="Thomas"/>

Digital marketing channels within the sharing economy are typically divided into three domains including, e-mail, social media, and search engine marketing or SEM.<ref name=":14" />

* E-mail- a form of direct marketing characterized as being informative, promotional, and often a means of customer relationship management.<ref name=":14" /> Organization can update the activity or promotion information to the user by subscribing the newsletter mail that happened in consuming. Success is reliant upon a company’s ability to access contact information from its past, present, and future clientele.<ref name=":14" />
*Social Media- Social media has the capability to reach a larger audience in a shorter time frame than traditional marketing channels.<ref name=":14" /> This makes social media a powerful tool for consumer engagement and the dissemination of information.<ref name=":14" />
*Search Engine Marketing or SEM- Requires more specialized knowledge of the technology embedded in online platforms.<ref name=":14" /> This marketing strategy requires long-term commitment and dedication to the ongoing improvement of a company’s digital presence.<ref name=":14" />

Other emerging digital marketing channels, particularly branded mobile apps, have excelled in the sharing economy.<ref name=":14" /> Branded mobile apps are created specifically to initiate engagement between customers and the company. This engagement is typically facilitated through entertainment, information, or market transaction.<ref name=":14" />

==See also==
* [[Digital marketing engineer]]
* [[Digital marketing system]]
* [[Digital marketing channels in the sharing economy]]
* [[Distributed presence]]
* [[Interactive marketing]]
* [[Mobile marketing]]
* [[Online advertising]]
* [[Pay per click]]
* [[Social media marketing]]
* [[Visual marketing]]
* [[Marketing strategy]]
* [[Customer Data Platform]]
* [[User intent]]
* [[Site retargeting]]
* [[Digital privacy]]

==References==
{{Reflist}}
<ref>[https://yasdigitalagency.com/how-digital-marketing-can-help-business-grow/ The Evolution of Business Growth Through Digital Marketing]</ref>

==Further reading==
* {{citation|title=Understanding digital marketing: marketing strategies for engaging the digital generation|first1=Damian|last1=Ryan|first2=Calvin|last2=Jones|year=2009|isbn=978-0749453893|publisher=Kogan Page}}
* {{citation|title=Digital Marketing for Dummies|first1=Ben|last1=Carter|first2=Gregory|last2=Brooks|first3=Frank|last3=Catalano|first4=Bud|last4=Smith|publisher=John Wiley & Sons|year=2007|isbn=9780470057933}}

{{DEFAULTSORT:Digital marketing}}
[[Category:Digital marketing| ]]
[[Category:Advertising techniques]]
[[Category:Marketing techniques]]
[[Category:Online advertising]]
[[Category:Promotion and marketing communications]]
[[Category:Types of marketing]]

Digital Marketing

2024-01-10T19:13:10Z

103.85.193.78:

{{Short description|Marketing of products or services using digital technologies or digital tools}}
{{Essay-like|date=August 2017}}
[[File:1929- Advertising revenue as percent of GDP (US).svg|thumb |upright=1.5 |Advertising revenue as a percent of US [[Gross domestic product|GDP]] shows a rise in digital advertising since 1995 at the expense of print media.<ref name=BEA_20171023>{{cite web |last1=Nakamura |first1=Leonard I. (FRB) |last2=Samuels |first2=Jon (BEA) |last3=Soloveichik |first3=Rachel H. (BEA) |title=Measuring the "Free" Digital Economy Within the GDP and Productivity Accounts |url=https://www.bea.gov/index.php/system/files/papers/WP2017-9.pdf |website=SSRN.com |publisher=Social Science Research Network publishing working paper 17-37 of the Research Department, Federal Reserve Bank of Philadelphia |archive-url=https://web.archive.org/web/20210320213029/https://www.bea.gov/index.php/system/files/papers/WP2017-9.pdf |archive-date=March 20, 2021 |page=37 (Fig. 3) |date=October 24, 2017 |url-status=live }}</ref>]]
'''Digital marketing''' is the component of [[marketing]] that utilizes [[internet]] and [[online]] based digital technologies such as [[desktop computer]]s, [[mobile phone]]s and other [[digital media]] and platforms to promote products and services.<ref>{{cite web |title=Definition of digital marketing |url=http://lexicon.ft.com/Term?term=digital-marketing |newspaper=Financial Times |access-date=22 August 2015 |archive-url=https://web.archive.org/web/20171129124232/http://lexicon.ft.com/Term?term=digital-marketing |archive-date=29 November 2017 |url-status=dead }}</ref><ref>{{cite web|title=The Four Faces of Digital Marketing | url=https://www.ama.org/marketing-news/the-four-faces-of-digital-marketing/ | website=American Marketing Association | access-date=22 August 2019 }}</ref> Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life,<ref>{{Cite web|url=http://www.nielsen.com/us/en/insights/news/2016/digital-advertising-is-rising-in-canada-requiring-more-sophisticated-measures-of-success.html|title=Digital Advertising is Rising in Canada, Requiring More Sophisticated Measures of Success|last=Nielsen|date=10 March 2016|website=Nielsen|publisher=Nielsen|access-date=25 March 2016}}</ref> and as people increasingly use digital devices instead of visiting physical shops,<ref>{{Cite web|url=http://www.nielsen.com/us/en/insights/news/2016/connected-commerce-is-creating-buyers-without-borders.html|title=Connected Commerce is Creating Buyers Without Border|last=Nielsen|date=20 January 2016|website=Nielsen Global|publisher=Nielsen Global|access-date=March 25, 2016}}</ref><ref name=":0">{{Cite book|title=Marketing Communications: A Brand Narrative Approach|last=Dahlen|first=Micael|publisher=John Wiley & Sons Ltd|year=2010|location=Chichester, West Sussex UK|pages=36}}</ref> digital marketing campaigns have become prevalent, employing 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]], [[Email marketing|e-mail direct marketing]], [[display advertising]], [[E-book|e–books]], and [[Optical disc|optical disks]] and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones ([[SMS]] and [[Multimedia Messaging Service|MMS]]), callback, and on-hold mobile ring tones.<ref>{{cite web|title=Digital Marketing | url=http://www.techopedia.com/definition/27110/digital-marketing | website=Techopedia | access-date=22 August 2015 }}</ref> The extension to ''non''-Internet channels differentiates digital marketing from [[online marketing]].<ref>{{cite web|title=Digital Marketing Systems and Techniques | url=https://warwick.ac.uk/fac/sci/wmg/education/wmgmasters/structure/modules/dmst/ | website=Warwick | access-date=28 August 2019 }}</ref>

==History==
The development of digital marketing is inseparable from technology development. One of the first key events happened in 1971, when [[Ray Tomlinson]] sent the first email, and his technology set the platform to allow people to send and receive files through different machines.<ref>{{cite web|last1=hello_world|title=First Network Email sent by Ray Tomlinson|url=http://www.computinghistory.org.uk/det/6116/first-e-mail-sent-by-ray-tomlinson/|website=www.computinghistory.co.uk|access-date=9 March 2018}}</ref> However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the [[Archie search engine]] was created as an index for [[FTP]] sites.
In the 1980s, the storage capacity of computers was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as [[database marketing]], rather than limited [[list broker]].<ref name="database marketing">{{cite journal|last1=Schoenbachler|first1=Denise D.|last2=Gordon|first2=Geoffrey L.|last3=Foley|first3=Dawn|last4=Spellman|first4=Linda|title=Understanding consumer database marketing|journal=Journal of Consumer Marketing|volume=15|issue=1|pages=5–19|doi=10.1108/07363769710155820|year=1997}}</ref> These kinds of databases allowed companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not as efficient.

In the 1990s, the term ''Digital Marketing'' was first coined,.<ref>
{{citation|url=https://www.forbes.com/sites/dorieclark/2012/11/11/the-end-of-the-expert-why-no-one-in-marketing-knows-what-theyre-doing/|first=Dorie|last=Clark|work=Forbes|title=The End of the Expert: Why No One in Marketing Knows What They're Doing|date=11 November 2012|archive-url=https://web.archive.org/web/20131104235646/http://www.forbes.com/sites/dorieclark/2012/11/11/the-end-of-the-expert-why-no-one-in-marketing-knows-what-theyre-doing/|archive-date=4 November 2013}}</ref> With the debut of server/client architecture and the popularity of personal computers, the [[Customer Relationship Management]] (CRM) applications became a significant factor in marketing technology.<ref>{{Cite journal|last1=Bhat|first1=Suhail Ahmad|last2=Darzi|first2=Mushtaq Ahmad|date=2016-05-16|title=Customer relationship management: An approach to competitive advantage in the banking sector by exploring the mediational role of loyalty|journal=International Journal of Bank Marketing|language=en|volume=34|issue=3|pages=388–410|doi=10.1108/IJBM-11-2014-0160|issn=0265-2323}}</ref> Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by [[eCRM]] software after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. This led to the first clickable [[banner ad]] being going live in 1994, which was the '''"You Will"''' campaign by [[AT&T]] and over the first four months of it going live, 44% of all people who saw it clicked on the ad.<ref>{{cite news|title=The first ever banner ad: why did it work so well?|url=https://www.theguardian.com/media-network/media-network-blog/2013/dec/12/first-ever-banner-ad-advertising|newspaper=The Guardian|access-date=14 March 2018|date=2013-12-12|last1=McCambley|first1=Joe}}</ref><ref>{{Cite book|last1=Curran|first1=James|last2=Fenton|first2=Natalie|last3=Freedman|first3=Des|date=2016-02-05|title=Misunderstanding the Internet|doi=10.4324/9781315695624|isbn=9781315695624}}</ref>

In the 2000s, with increasing numbers of Internet users and the birth of [[iPhone]], customers began searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company.<ref>{{Cite journal|last1=Kannan|first1=P.K.|last2=Li|first2=Hongshuang “Alice”|date=March 2017|title=Digital marketing: A framework, review and research agenda|journal=International Journal of Research in Marketing|volume=34|issue=1|pages=22–45|doi=10.1016/j.ijresmar.2016.11.006|issn=0167-8116}}</ref> In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address.<ref>{{Cite journal|last1=Hart|first1=Cathy|last2=Doherty|first2=Neil|last3=Ellis‐Chadwick|first3=Fiona|date=2000-09-01|title=Retailer adoption of the Internet – Implications for retail marketing|journal=European Journal of Marketing|volume=34|issue=8|pages=954–974|doi=10.1108/03090560010331441|issn=0309-0566}}</ref> These problems encouraged marketers to find new ways to integrate digital technology into market development.

In 2007, [[marketing automation]] was developed as a response to the ever evolving marketing climate. Marketing automation is the process by which software is used to automate conventional marketing processes.<ref name=":4">{{Cite journal|last=Balmer|first=John M.T.|date=May 2009|editor-last=Balmer|editor-first=John M.T.|title=Corporate marketing: apocalypse, advent and epiphany|journal=Management Decision|language=en|volume=47|issue=4|pages=544–572|doi=10.1108/00251740910959413|issn=0025-1747}}</ref> [[Marketing automation]] helped companies segment customers, launch [[multichannel marketing]] campaigns, and provide personalized information for customers.<ref name=":4" />, based on their specific activities. In this way, users activity (or lack thereof) triggers a personal message that is customised to the user in their preferred platform. However, despite the benefits of marketing automation many companies are struggling to adopt it to their everyday uses correctly.{{cn|date=May 2021}}

Digital marketing became more sophisticated in the 2000s and the 2010s,
when<ref>{{cite web|url=https://news.google.com/newspapers?nid=1454&dat=19990729&id=p7dOAAAAIBAJ&pg=5053,5511855|title=Ad agency joins up with AOL for marketing surveys|access-date=2015-03-11}}</ref><ref>{{citation|url=http://econsultancy.com/au/blog/62546-making-digital-and-traditional-marketing-work-together|title=Making digital and traditional marketing work together|first=Matthew|last=Kates|date=17 April 2013|publisher=Econsultancy|archive-url=https://web.archive.org/web/20131125055348/http://econsultancy.com/au/blog/62546-making-digital-and-traditional-marketing-work-together|archive-date=25 November 2013}}</ref> the proliferation of devices' capable of accessing digital media led to sudden growth.<ref name="iccwbo.org">{{cite web|url=http://www.iccwbo.org/advocacy-codes-and-rules/areas-of-work/marketing-and-advertising/digital-marketing-communication/|title=Digital Marketing Communication|work=iccwbo.org|access-date=17 October 2015}}</ref> Statistics produced in 2012 and 2013 showed that digital marketing was still growing.<ref>{{citation|url=http://econsultancy.com/au/blog/10906-digital-marketing-is-growing-in-australia-but-so-is-the-skills-gap|title=Digital marketing is growing in Australia, but so is the skills gap|first=Claire|last=Brinkley|date=18 October 2012|archive-url=https://web.archive.org/web/20121021010859/http://econsultancy.com/au/blog/10906-digital-marketing-is-growing-in-australia-but-so-is-the-skills-gap|archive-date=21 October 2012|publisher=Econsultancy}}</ref><ref>{{citation|url=http://www.emarketer.com/Article/Worldwide-Ad-Growth-Buoyed-by-Digital-Mobile-Adoption/1010244|title=Worldwide Ad Growth Buoyed by Digital, Mobile Adoption|date=25 September 2013|publisher=eMarketer|author=eMarketer|archive-url=https://web.archive.org/web/20131112085813/http://www.emarketer.com/Article/Worldwide-Ad-Growth-Buoyed-by-Digital-Mobile-Adoption/1010244|archive-date=12 November 2013}}</ref>
With the development of [[social media]] in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on [[digital electronics]] in daily lives. Therefore, they expected a seamless [[user experience]] across different channels for searching product's information. The change of [[customer behavior]] improved the diversification of marketing technology.<ref name="Customer behaviour">{{cite web|title=Connected Commerce Is Creating Buyers Without Borders|url=http://www.nielsen.com/us/en/insights/news/2016/connected-commerce-is-creating-buyers-without-borders.html|publisher=Nielsen Global|access-date=6 March 2018}}</ref>

Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term ''digital marketing'' has grown in popularity over time. In the USA ''online marketing'' is still a popular term. In Italy, digital marketing is referred to as ''web marketing.'' Worldwide ''digital marketing'' has become the most common term, especially after the year 2013.<ref>{{cite web|last=Google|first=Trends|title=Google Trends|url=http://www.google.com/trends|publisher=Google Inc|access-date=9 February 2014}}</ref>

Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010.<ref>{{cite web|title=Digital Marketing Communication|url=https://iccwbo.org/global-issues-trends/responsible-business/marketing-advertising/digital-marketing-communication/|website=International Chamber of Commerce|access-date=12 September 2017}}</ref> An increasing portion of advertising stems from businesses employing Online Behavioural Advertising (OBA) to tailor advertising for internet users, but OBA raises concern of [[consumer privacy]] and [[Information privacy|data protection]].<ref name="iccwbo.org"/>

==New non-linear marketing approach==
Nonlinear marketing, a type of interactive marketing, is a long-term marketing approach which builds on businesses collecting information about an Internet user's online activities, and trying to be visible in multiple areas.<ref name="Clerck">{{Cite web|title=Integrated marketing: the nonlinear connected buyer journey|url=https://www.i-scoop.eu/integrated-marketing-nonlinear-connected-buyer-journey/|last=Clerck|first=J.-P. De|date=2014-01-10|website=i-SCOOP|language=en-US|access-date=2020-05-19}}</ref>

Unlike traditional marketing techniques, which involve direct, one-way messaging to consumers (via print, television, and radio advertising), nonlinear digital marketing strategies are centered on reaching prospective customers across multiple online channels.<ref>{{Cite web|title=What is Nonlinear Marketing? And How Can it be Used to Grow Your Sales and Revenues?|url=https://www.linkedin.com/pulse/what-nonlinear-marketing-how-can-used-grow-your-sales-jamie-turner|website=www.linkedin.com|language=en|access-date=2020-05-21}}</ref>

Combined with higher consumer knowledge and the demand for more sophisticated consumer offerings, this change has forced many businesses to rethink their outreach strategy and adopt or incorporate omnichannel, nonlinear marketing techniques to maintain sufficient brand exposure, engagement, and reach.<ref>{{Cite web|title=The evolution of consumer behavior in the digital age|url=https://medium.com/analytics-for-humans/the-evolution-of-consumer-behavior-in-the-digital-age-917a93c15888|last=Su|first=Bill|date=2018-06-08|website=Medium|language=en|access-date=2020-05-19}}</ref>

Nonlinear marketing strategies involve efforts to adapt the advertising to different platforms,<ref>{{Cite web|title=5 Major Brands That Use Nonlinear Digital Marketing To Engage Consumers|url=https://businessdiary.com.ph/14577/5-major-brands-that-use-nonlinear-digital-marketing-to-engage-consumers/|website=Business Diary Philippines|language=en|access-date=2020-05-19}}</ref> and to tailor the advertising to different individual buyers rather than a large coherent audience.<ref name="Clerck"/>

Tactics may include:
* [[Search engine optimization]] (SEO)
* [[Social media marketing]]
* [[Video marketing]]
* [[Email marketing]]
* [[Blogging]]
* [[Website marketing]]
* Paid search/[[contextual advertising]]

Some studies indicate that consumer responses to traditional marketing approaches are becoming less predictable for businesses.<ref>{{Cite web|title=How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies|url=https://www.ingentaconnect.com/content/hsp/jbs/2018/00000006/00000004/art00008|last1=Turner|first1=Jamie|last2=Shah|first2=Reshma|date=2018-03-01|website=www.ingentaconnect.com|language=en|access-date=2020-05-19|last3=Jain|first3=Varsha}}</ref> According to a 2018 study, nearly 90% of online consumers in the United States researched products and brands online before visiting the store or making a purchase.<ref>{{Cite web|title=Study Finds Consumers Research Before They Buy|url=https://www.pymnts.com/news/retail/2018/omichannel-ecommerce-consumer-habits/|last=PYMNTS|date=2018-01-09|website=PYMNTS.com|language=en-US|access-date=2020-05-19}}</ref> The Global Web Index estimated that in 2018, a little more than 50% of consumers researched products on social media.{{cn|date=May 2021}} Businesses often rely on individuals portraying their products in a positive light on social media, and may adapt their marketing strategy to target people with large social media followings in order to generate such comments.<ref>{{Cite web|title=Consumers trust user-generated content more than traditional advertising|url=https://www.zdnet.com/article/nine-out-of-ten-consumers-trust-ugc-more-than-traditional-advertising/|last=Brown|first=Eileen|website=ZDNet|language=en|access-date=2020-05-19}}</ref> In this manner, businesses can use consumers to advertise their products or services, decreasing the cost for the company.<ref>{{Cite web|title=6 Key Benefits of User-Generated Content (and How You Can Achieve Them)|url=https://www.socialmediatoday.com/social-business/6-key-benefits-user-generated-content-and-how-you-can-achieve-them|website=Social Media Today|language=en-US|access-date=2020-05-19}}</ref>

==Brand awareness==
One of the key objectives of modern digital marketing is to raise [[brand awareness]], the extent to which customers and the general public are familiar with and recognize a particular brand.

Enhancing brand awareness is important in digital marketing, and marketing in general, because of its impact on brand perception and consumer decision-making. According to the 2015 essay, “Impact of Brand on Consumer Behavior”:

“Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers’ buying decision, as it represents the main factor for including a brand in the consideration set. Brand awareness can also influence consumers’ perceived risk assessment and their confidence in the purchase decision, due to familiarity with the brand and its characteristics.”<ref>{{Cite journal|last1=Chovanová|first1=Henrieta Hrablik|last2=Korshunov|first2=Aleksander Ivanovich|last3=Babčanová|first3=Dagmar|date=2015-01-01|title=Impact of Brand on Consumer Behavior|url=http://www.sciencedirect.com/science/article/pii/S2212567115016767|journal=Procedia Economics and Finance|series=International Scientific Conference: Business Economics and Management (BEM2015)|language=en|volume=34|pages=615–621|doi=10.1016/S2212-5671(15)01676-7|issn=2212-5671|doi-access=free}}</ref>

Recent trends show that businesses and digital marketers are prioritizing brand awareness, focusing more on their digital marketing efforts on cultivating brand recognition and recall than in previous years. This is evidenced by a 2019 Content Marketing Institute study, which found that 81% of digital marketers have worked on enhancing brand recognition over the past year.<ref>{{Cite web|date=2018-10-10|title=2019 B2B Content Marketing Research: It Pays to Put Audience First|url=https://contentmarketinginstitute.com/2018/10/research-b2b-audience/|access-date=2020-06-02|website=Content Marketing Institute|language=en-US}}</ref>

Another Content Marketing Institute survey revealed 89% of B2B marketers now believe improving brand awareness to be more important than efforts directed at increasing sales.<ref>{{Cite web|last=Pulizzi|first=Joe|date=June 1, 2020|title=B2B Manufacturing Content Marketing|url=https://contentmarketinginstitute.com/wp-content/uploads/2015/05/2015_MFG_Research_Final.pdf|access-date=June 1, 2020|website=Content Marketing INstitute}}</ref>

Increasing brand awareness is a focus of digital marketing strategy for a number of reasons:

* The growth of online shopping. A survey by Statista projects 230.5 million people in the United States will use the internet to shop, compare, and buy products by 2021, up from 209.6 million in 2016.<ref>{{Cite web|title=Number of digital shoppers in the U.S. 2021|url=https://www.statista.com/statistics/183755/number-of-us-internet-shoppers-since-2009/|access-date=2020-06-02|website=Statista|language=en}}</ref> Research from business software firm Salesforce found 87% of people began searches for products and brands on digital channels in 2018.<ref>{{Cite web|title=Shopper-First Retailing: New Research from 6,000 Consumers and 1.4 Billion Ecommerce Visits Reveals What Shoppers Actually Want|url=https://www.salesforce.com/blog/2018/08/digital-shopper-first-retail-report-research.html|access-date=2020-06-02|website=Salesforce Blog|language=en}}</ref>
* The role of digital interaction in customer behavior. It’s estimated that 70% of all retail purchases made in the U.S. are influenced to some degree by an interaction with a brand online.<ref>{{Cite web|title=In-Store Sales Still Rule, but Digital Helps|url=https://www.emarketer.com/content/in-store-sales-still-rule-but-digital-helps|access-date=2020-06-02|website=eMarketer}}</ref>
* The growing influence and role of brand awareness in online consumer decision-making: 82% of online shoppers searching for services give preference to brands they know of.<ref>{{Cite web|title=Why Brand Awareness Matters|url=https://www.cmswire.com/digital-marketing/why-brand-awareness-matters/|access-date=2020-06-02|website=CMSWire.com|language=en}}</ref>
* The use, convenience, and influence of social media. A recent report by Hootsuite estimated there were more than 3.4 billion active users on social media platforms, a 9% increase from 2018.<ref>{{Cite web|title=Report Library|url=https://datareportal.com/library|access-date=2020-06-02|website=DataReportal – Global Digital Insights|language=en-GB}}</ref> A 2019 survey by The Manifest states that 74% of social media users follow brands on social sites, and 96% of people who follow businesses also engage with those brands on social platforms.<ref>{{Cite web|title=How Social Media Can Help Businesses Win Loyal Customers {{!}} The Manifest|url=https://themanifest.com/social-media/how-social-media-can-help-businesses-win-loyal-customers|access-date=2020-06-02|website=themanifest.com}}</ref> According to Deloitte, one in three U.S. consumers are influenced by social media when buying a product, while 47% of millennials factor their interaction with a brand on social when making a purchase.<ref>{{Cite web|last=Digital|first=Deliotte|date=June 1, 2020|title=Navigating the New Digital Divide|url=https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-navigating-the-new-digital-divide-051315.pdf|access-date=June 1, 2020|website=Deliotte}}</ref>

== Online methods used to build brand awareness ==
Digital marketing strategies may include the use of one or more online channels and techniques (omnichannel) to increase brand awareness among consumers.

Building brand awareness may involve such methods/tools as:

=== Search engine optimization (SEO) ===
Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry-related search queries.<ref>{{Cite web|date=2016-02-20|title=How to Use SEO to Build Your Brand|url=https://neilpatel.com/blog/how-to-use-seo-to-build-your-brand/|access-date=2020-06-02|website=Neil Patel|language=en}}</ref>

The importance of SEO to increasing brand awareness is said to correlate with the growing influence of search results and search features like featured snippets, knowledge panels, and local SEO on customer behavior.<ref>{{Cite web|last1=1.0kshares|last2=22kreads|title=Why Your SEO Focus Should Be Brand Building|url=https://www.searchenginejournal.com/seo-guide/brand-building-strategy/|access-date=2020-06-02|website=Search Engine Journal|language=en}}</ref>

=== Search engine marketing (SEM) ===
SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites. Search ads have been shown to have a positive impact on brand recognition, awareness and conversions.<ref>{{Cite web|title=New Study: Search Ads Lift Brand Awareness|url=https://adwords.googleblog.com/2014/06/new-study-search-ads-lift-brand.html|access-date=2020-06-02|website=Inside AdWords|language=en}}</ref>

33% of searchers who click on paid ads do so because they directly respond to their particular search query.<ref>{{Cite web|title=How to Approach Search Marketing Using PPC Advertising and SEO Services {{!}} Clutch.co|url=https://clutch.co/seo-firms/resources/approach-search-marketing-ppc-advertising-seo-services|access-date=2020-06-02|website=clutch.co}}</ref>

=== Social media marketing ===
70% of marketers list increasing brand awareness as their number one goal for marketing on social media platforms. Facebook, Instagram, Twitter, and YouTube are listed as the top platforms currently used by social media marketing teams.<ref>{{Cite web|last=Insights|first=Smart|date=June 1, 2020|title=Increasing brand awareness is main goal for social media strategies|url=https://www.smartinsights.com/social-media-marketing/increasing-brand-awareness-main-goal-for-social-media-strategies/|access-date=June 1, 2020|website=Smart Insights}}</ref>

=== Content marketing ===
56% of marketers believe personalized content – brand-centered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement.<ref>{{Cite web|date=2016-08-29|title=Why is Content Marketing Today's Marketing? 10 Stats That Prove It|url=https://contentmarketinginstitute.com/2016/08/content-marketing-stats/|access-date=2020-06-02|website=Content Marketing Institute|language=en-US}}</ref>

According to Mentionlytics, an active and consistent content strategy that incorporates elements of interactive content creation, social posting, and guest blogging can improve brand awareness and loyalty by 88%.<ref>{{Cite web|last=Keller|first=Simon Dwight|date=2019-10-22|title=Improve Your Brand Awareness and Visibility with Content Marketing {{!}} Mentionlytics Blog|url=https://www.mentionlytics.com/blog/improve-brand-awareness-visibility-with-content-marketing/|access-date=2020-06-02|website=Mentionlytics|language=en-US}}</ref>

== Developments and strategies ==
One of the major changes that occurred in traditional marketing was the "emergence of digital marketing" (Patrutiu Baltes, Loredana, 2015), this led to the reinvention of marketing strategies in order to adapt to this major change in traditional marketing (Patrutiu Baltes, Loredana, 2015).

As digital marketing is dependent on [[technology]] which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies. This portion is an attempt to qualify or segregate the notable highlights existing and being used as of press time.{{When|date=May 2016}}

* '''Segmentation''': More focus has been placed on segmentation within digital marketing, in order to target specific markets in both business-to-business and business-to-consumer sectors.
* '''Influencer marketing''': Important nodes are identified within related communities, known as influencers. This is becoming an important concept in digital targeting.<ref name=":1">{{Cite journal|last1=Stubb|first1=Carolina|last2=Nyström|first2=Anna-Greta|last3=Colliander|first3=Jonas|date=2019-05-07|title=Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness|journal=Journal of Communication Management|language=en|volume=23|issue=2|pages=109–122|doi=10.1108/JCOM-11-2018-0119|issn=1363-254X}}</ref> Influencers allow brands to take advantage of social media and the large audiences available on many of these platforms.<ref name=":1" /> It is possible to reach influencers via paid advertising, such as Facebook Advertising or Google Adwords campaigns, or through sophisticated sCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters level, on engagement strategies for influencers.

To summarize, Pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without that content being actively sought by the recipients.

* '''[[Targeted advertising|Online behavioral advertising]]''' is the practice of collecting information about a user's online activity over time, "on a particular device and across different, unrelated websites, in order to deliver advertisements tailored to that user's interests and preferences.<ref>{{cite web|last=|first=|date=|title=654 oba resource guide final|url=http://www.codescentre.com/media/1010/654-oba-resource-guide_-final.pdf|url-status=live|archive-url=https://web.archive.org/web/20180404044902/https://www.codescentre.com/media/1010/654-oba-resource-guide_-final.pdf|archive-date=4 April 2018|access-date=|work=codescentre.com}}</ref><ref>{{cite news|url=https://www.theguardian.com/technology/2015/sep/18/facebooks-opt-out-tracking-ads-not-enough-privacy-expert|title=Facebook's new opt-out for tracking ads is not enough, says privacy expert|first=Samuel|last=Gibbs|date=18 September 2015|newspaper=The Guardian}}</ref> Such Advertisements are based on [[site retargeting]] are customized based on each user behavior and pattern.
* '''Collaborative Environment''': A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications.<ref>{{cite web|url=http://www.hcltech.com/sites/default/files/whitepaper_-_collaborating_with_digital_agency_0.pdf|title=whitepaper-collaborating with digital agency|work=hcltech.com}}</ref> Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organization's relationship with its customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organization.
*'''Data-driven advertising:''' Users generate a lot of data in every step they take on the path of [[customer experience|customer journey]] and brands can now use that data to activate their known audience with data-driven programmatic media buying. Without exposing customers' privacy, users' data can be collected from digital channels (e.g.: when the customer visits a website, reads an e-mail, or launches and interact with a brand's mobile app), brands can also collect data from real-world customer interactions, such as brick and mortar stores visits and from CRM and sales engines datasets. Also known as people-based marketing or addressable media, data-driven advertising is empowering brands to find their loyal customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers' moment and actions.<ref>{{Cite web|url=http://www.marketingtechnews.net/news/2016/may/05/people-based-marketing-marketing-strategy-future-new-report-claims/|title=People-based marketing is the strategy of the future, new report claims|access-date=2016-09-26}}</ref>

An important consideration today while deciding on a strategy is that the digital tools have democratized the promotional landscape.

* '''Remarketing:''' Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted ads in front of an interest category or a defined audience, generally called searchers in web speak, they have either searched for particular products or services or visited a website for some purpose.
* '''Game advertising''': Game ads are advertisements that exist within computer or video games. One of the most common examples of in-game advertising is billboards appearing in sports games. In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols.

The new digital era has enabled brands to [[Targeted advertising|selectively target their customers]] that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender, and interests of whom they would like their targeted post to be seen. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products, and services,<ref>{{cite journal | doi=10.1016/j.chb.2015.12.047|volume=58|journal=Computers in Human Behavior|pages=98–108|title=Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook|year=2016|last1=Kim|first1=Angella J.|last2=Johnson|first2=Kim K.P.}}</ref> This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capabilities up until the digital era.

==Ineffective forms of digital marketing==
Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion.<ref>{{Cite news|url=https://www.reuters.com/article/us-advertising-digital/global-spending-on-digital-marketing-nears-100-billion-study-idUSKCN1M30XN|title=Global spending on digital marketing nears $100 billion: study|last=Editorial|first=Reuters|work=U.S.|access-date=2018-09-24|language=en-US}}</ref> Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015).<ref>{{Cite web|url=http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=197874e2-a2cb-4af8-a2a6-9943640aaf40&q=digital+marketing&CID=A104995&PUB=WORLD-ECONOMICS|title=Digital and Mobile Continues to Dominate Share of Marketing Budgets.|last=World Economics|date=June 2015|website=Warc.com|access-date=10 January 2018}}</ref> Digital media helps brands reach consumers to engage with their product or service in a personalized way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016).<ref name=":5">{{Cite web|url=http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=15705943-a25c-4a77-954e-01586891af92&q=digital+marketing&CID=A106689&PUB=WARC-EXCLUSIVE|title=Five digital marketing lessons from comScore.|last=Whiteside|first=S|date=January 2016|website=Warc.com|access-date=10 January 2018}}</ref> Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.

===Prioritizing clicks===
Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads is relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements (Whiteside, 2016).<ref name=":5" />

===Balancing search and display===
Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness of this. This, in turn, disregards other marketing efforts, which establish brand value within the consumer's mind. [[Comscore|ComScore]] determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016).<ref name=":5" /> This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. T Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).<ref name=":5" />

'''Understanding Mobiles:'''
Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).<ref name=":5" /> Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).<ref name=":5" /> Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).<ref name=":5" /> Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the user's entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).<ref>{{Cite book|title=Advertising and promotion: An integrated marketing communication perspective|last1=Belch|first1=E|last2=Belch|first2=A|year=2012|edition=(9th ed)|location=New York,NY: McGraw-Hill/Irwin.}}</ref>

'''Cross-platform measurement:'''
The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer's behavior, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involve deduplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016).<ref name=":5" /> An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016).<ref name=":5" /> Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).<ref>{{Cite book|title=Advertising strategy, creativity and media.|last1=Fill|first1=C|last2=Hughes|first2=G|last3=De Franceso|first3=S|year=2013|location=London, UK: Pearson.}}</ref>

'''Targeting, viewability, brand safety, and invalid traffic:'''
Targeting, viewability, brand safety, and invalid traffic all are aspects used by marketers to help advocate digital advertising. [[Browser cookie|Cookies]] are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016).<ref name=":5" /> Another element, which is affected by digital marketing, is ‘viewability’ or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).<ref name=":5" />

===Channels===
Digital Marketing Channels are systems based on the Internet that can create, accelerate, and transmit product value from producer to a consumer terminal, through digital networks.<ref name="Thomas Martin">{{cite journal|title=Domains of Digital Marketing Channels in the Sharing Economy|journal=Journal of Marketing Channels|volume=24|issue=1–2|pages=27–38|doi=10.1080/1046669X.2017.1346977|year=2017|last1=Key|first1=Thomas Martin|s2cid=158277744}}</ref><ref name="Heini Maarit Taiminen">{{cite journal|last1=Heikki|first1=Karjaluoto|title=The usage of digital marketing channels in SMEs|journal=Journal of Small Business and Enterprise Development|volume=22|issue=4|pages=633–651|doi=10.1108/JSBED-05-2013-0073|year=2015|url=http://urn.fi/URN:NBN:fi:jyu-201602161581}}</ref> Digital marketing is facilitated by multiple Digital Marketing channels, As an advertiser one's core objective is to find channels which result in maximum two-way communication and a better overall [[Return on investment|ROI]] for the brand. There are multiple digital marketing channels available namely;<ref>{{cite web|url=http://www.entrepreneur.com/article/244802|title=3 Digital Marketing Channels That Work for Every Advertiser|author=Pratik Dholakiya|date=14 April 2015|work=Entrepreneur|access-date=17 October 2015}}</ref>

# [[Affiliate marketing]] - Affiliate marketing is perceived to not be considered a safe, reliable, and easy means of marketing through online platforms. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates, it leaves the brand prone to exploitation in terms of claiming commission that isn't honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.<ref>{{cite journal | last1 = Edelman | first1 = B. | last2 = Brandi | first2 = W. | year = 2015 | title = Risk, Information, and Incentives in Online Affiliate Marketing | journal = Journal of Marketing Research | volume = 52 | issue = 1| pages = 1–12 | doi = 10.1509/jmr.13.0472 | citeseerx = 10.1.1.589.9857 | s2cid = 15601535 }}</ref>
#[[Display advertising]] - As the term implies, online display advertising deals with showcasing promotional messages or ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on search engines, classified or dynamic advertisements, etc. The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method.
#[[Email marketing]] - Email marketing in comparison to other forms of digital marketing is considered cheap; it is also a way to rapidly communicate a message such as their value proposition to existing or potential customers. Yet this channel of communication may be perceived by recipients to be bothersome and irritating especially to new or potential customers, therefore the success of email marketing is reliant on the language and visual appeal applied. In terms of visual appeal, there are indications that using graphics/visuals that are relevant to the message which is attempting to be sent, yet less visual graphics to be applied with initial emails are more effective in-turn creating a relatively personal feel to the email. In terms of language, the style is the main factor in determining how captivating the email is. Using a casual tone invokes a warmer and gentle and inviting feel to the email in comparison to a formal style. For combinations; it's suggested that to maximize effectiveness; using no graphics/visual alongside casual language. In contrast, using no visual appeal and a formal language style is seen as the least effective method.<ref>{{cite journal | last1 = Dapko | first1 = J. L. | last2 = Artis | first2 = A. B. | s2cid = 153877505 | year = 2014 | title = Less is More: An Exploratory Analysis of Optimal Visual Appeal and Linguistic Style Combinations in a Salesperson's Initial-Contact E-mail to Millennial Buyers Within Marketing Channels | journal = Journal of Marketing Channels | volume = 21 | issue = 4| pages = 254–267 | doi = 10.1080/1046669X.2014.945358 }}</ref>
#[[Search engine marketing]] - Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate [[Search engine optimization]], which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
#[[Social Media Marketing]] - The term 'Digital Marketing' has a number of marketing facets as it supports different channels used in and among these, comes the Social Media. When we use social media channels ( Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service, the strategy is called Social Media Marketing. It is a procedure wherein strategies are made and executed to draw in traffic for a website or to gain the attention of buyers over the web using different social media platforms.
#[[Social networking service]] - A social networking service is an online platform which people use to build social networks or social relations with other people who share similar personal or career interests, activities, backgrounds or real-life connections
#[[In-game advertising]] - In-Game advertising is defined as the "inclusion of products or brands within a digital game."<ref name=":8">{{cite journal | last1 = Terlutter | first1 = R. | last2 = Capella | first2 = M. L. | s2cid = 144798265 | year = 2013 | title = The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games | journal = Journal of Advertising | volume = 42 | issue = 2/3| pages = 95–112 | doi = 10.1080/00913367.2013.774610 }}</ref> The game allows brands or products to place ads within their game, either in a subtle manner or in the form of an advertisement banner. There are many factors that exist in whether brands are successful in the advertising of their brand/product, these being: Type of game, technical platform, 3-D and 4-D technology, game genre, congruity of brand and game, prominence of advertising within the game. Individual factors consist of attitudes towards placement advertisements, game involvement, product involvement, flow, or entertainment. The attitude towards the advertising also takes into account not only the message shown but also the attitude towards the game. Dependent on how enjoyable the game is will determine how the brand is perceived, meaning if the game isn't very enjoyable the consumer may subconsciously have a negative attitude towards the brand/product being advertised. In terms of Integrated Marketing Communication "integration of advertising in digital games into the general advertising, communication, and marketing strategy of the firm"<ref name=":8" /> is important as it results in a more clarity about the brand/product and creates a larger overall effect.
#[[Online public relations]] - The use of the internet to communicate with both potential and current customers in the public realm.
#[[Video advertising]] - This type of advertising in terms of digital/online means are advertisements that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity over time.<ref name=":9">{{cite journal | last1 = Li | first1 = H. | last2 = Lo | first2 = H. | s2cid = 143783547 | year = 2015 | title = Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements | journal = Journal of Advertising | volume = 44 | issue = 3| pages = 208–218 | doi = 10.1080/00913367.2014.956376 }}</ref> Online Video Advertising usually consists of three types: Pre-Roll advertisements which play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll advertisements which play after the video is watched.<ref>PricewaterhouseCoopers (2013), "2012 Internet Advertising Revenue Full-Year Report," April, http://www.iab.net/media/file/IABInternet AdvertisingRevenueReportFY2012POSTED.pdf/</ref> Post-roll advertisements were shown to have better brand recognition in relation to the other types, where-as "ad-context congruity/incongruity plays an important role in reinforcing ad memorability".<ref name=":9" /> Due to selective attention from viewers, there is the likelihood that the message may not be received.<ref>{{cite journal | last1 = Basil | first1 = Michael D | year = 1994 | title = Multiple Resource Theory I: Application to Television Viewing | journal = Communication Research | volume = 21 | issue = 2| pages = 177–207 | doi=10.1177/009365094021002003| s2cid = 141021179 }}</ref> The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioral decision.<ref>Chatterjee, Patrali (2001), "Beyond CPMs and Clickthroughs: Understanding Consumer Interaction with Web Advertising," in Internet Marketing Research: Theory and Practice, Ook Lee, ed., Hershey, PA: Idea Group, 209–16.</ref> These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time,<ref name=":9" /> therefore manipulating these variables will yield different results. The length of the advertisement has shown to affect memorability where-as a longer duration resulted in increased brand recognition.<ref name=":9" /> This type of advertising, due to its nature of interruption of the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded, creating negative perception of the brand.<ref name=":9" /> These advertisements are also available to be shared by the viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online version of word by mouth marketing, extending number of people reached.<ref>{{cite journal | last1 = Lee | first1 = J. | last2 = Ham | first2 = C. | last3 = Kim | first3 = M. | s2cid = 145332829 | year = 2013 | title = Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action | journal = Journal of Interactive Advertising | volume = 13 | issue = 1| pages = 1–13 | doi = 10.1080/15252019.2013.768048 }}</ref> Sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control".<ref name=":9" /> As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a ‘viral’ trend from a mass amount of a brand advertisement can maximize the outcome of an online video advert whether it be positive or a negative outcome.
#[[Native advertising|Native Advertising]] - This involves the placement of paid content that replicates the look, feel, and oftentimes, the voice of a platform's existing content. It is most effective when used on digital platforms like websites, newsletters, and social media. Can be somewhat controversial as some critics feel it intentionally deceives consumers.<ref>{{Cite book|title=The Sage international encyclopedia of mass media and society|others=Merskin, Debra L.|year = 2019|isbn=978-1-4833-7551-9|location=Thousand Oaks, California|oclc=1130315057}}</ref>
#[[Content marketing|Content Marketing]] - This is an approach to marketing that focuses on gaining and retaining customers by offering helpful content to customers that improves the buying experience and creates brand awareness. A brand may use this approach to hold a customer’s attention with the goal of influencing potential purchase decisions.<ref>{{Citation|chapter=Content Marketing|date=2020|chapter-url=https://sk.sagepub.com/reference/the-sage-encyclopedia-of-mass-media-and-society/i5001.xml|encyclopedia=The SAGE International Encyclopedia of Mass Media and Society|publisher=SAGE Publications, Inc.|doi=10.4135/9781483375519.n154|isbn=978-1-4833-7553-3|access-date=2020-04-19}}</ref>
#[[Native advertising|Sponsored Content]] - This utilises content created and paid for by a brand to promote a specific product or service.<ref>{{Cite book|last=Chandler, Daniel.|title=A dictionary of social media|others=Munday, Rod., Oxford University Press.|date=March 2016|isbn=978-0-19-180309-3|edition=First|location=Oxford|oclc=952388585}}</ref>
#Inbound Marketing- a market strategy that involves using content as a means to attract customers to a brand or product. Requires extensive research into the behaviors, interests, and habits of the brand's target market.<ref>{{Cite journal|last=Patrutiu-Baltes|first=Loredana|date=2016|title=Inbound Marketing - the most important digital marketing strategy|journal=Bulletin of the Transilvania University of Brasov. Economic Sciences.|volume=9|pages=61–68|via=ProQuest}}</ref>

It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feedback to the firm on a community-based site or straight directly to the firm via email.<ref name=":3">{{Cite journal|last=Tiago, Maria Teresa Pinheiro Melo Borges;Veríssimo, José Manuel Cristóvão|date=2014|title=Digital Marketing and Social Media; Why Bother?|journal=INBAM, Business Horizons|volume=57|issue=6|pages=703–708|doi=10.1016/j.bushor.2014.07.002}}</ref> Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of-mouth marketing.<ref name=":3" />

==== Benefits of social media marketing ====

* Allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing such as phone and email based advertising.<ref name=":10">{{Cite journal|last=Ramsaran-Fowdar|first=Rooma Roshnee|date=2013-03-31|title=The Implications of Facebook Marketing for Organizations|url=http://www.cmr-journal.org/article/view/9710|journal=Contemporary Management Research|volume=9|issue=1|pages=73–84|doi=10.7903/cmr.9710}}</ref>
*Marketing on most social media platforms comes at little to no cost- making it accessible to virtually any size business.<ref name=":10" />
*Accommodates personalized and direct marketing that targets specific demographics and markets.<ref name=":10" />
*Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately.<ref name=":10" />
*Ideal environment for a company to conduct market research.<ref name=":11">{{Cite journal|last1=Parsons|first1=Amy L.|last2=Lepkowska-White|first2=Elzbieta|s2cid=158177839|date=2018-04-03|title=Social Media Marketing Management: A Conceptual Framework|journal=Journal of Internet Commerce|language=en|volume=17|issue=2|pages=81–95|doi=10.1080/15332861.2018.1433910|issn=1533-2861}}</ref>
*Can be used as a means of obtaining information about competitors and boost competitive advantage.<ref name=":11" />
*Social platforms can be used to promote brand events, deals, and news.<ref name=":11" />
** Platforms can also be used to offer incentives in the form of loyalty points and discounts.<ref name=":11" />

===Self-regulation===
The ICC Code has integrated rules that apply to marketing communications using digital interactive media throughout the guidelines. There is also an entirely updated section dealing with issues specific to digital interactive media techniques and platforms. Code self-regulation on the use of digital interactive media includes:
* Clear and transparent mechanisms to enable consumers to choose not to have their data collected for advertising or marketing purposes;
* Clear indication that a social network site is commercial and is under the control or influence of a marketer;
* Limits are set so that marketers communicate directly only when there are reasonable grounds to believe that the consumer has an interest in what is being offered;
* Respect for the rules and standards of acceptable commercial behavior in social networks and the posting of marketing messages only when the forum or site has clearly indicated its willingness to receive them;
* Special attention and protection for children.<ref>{{cite web|url=http://www.codescentre.com/icc-code/digital-interactive-media.aspx|title=ICC Code, Digital Interactive Media - ICC Codes Centre|work=codescentre.com|access-date=17 October 2015}}</ref>

== Strategy ==

=== Planning ===

Digital marketing planning is a term used in marketing management. It describes the first stage of forming a digital marketing strategy for the wider [[digital marketing system]]. The difference between digital and traditional marketing planning is that it uses digitally based communication tools and technology such as Social, Web, Mobile, Scannable Surface.<ref>{{cite book|last1=Dodson|first1=I|title=The art of digital marketing : the definitive guide to creating strategic, targeted and measurable online campaigns|date=2016|publisher=Wiley|location=Hoboken, New Jersey|isbn=9781119265702}}</ref><ref>{{cite book|last1=ryan|first1=D|title=Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation|date=2014|publisher=Kogan Page|isbn=9780749471026}}</ref> Nevertheless, both are aligned with the vision, the mission of the company and the overarching business strategy.<ref name="isbn_0273746227">{{cite book|last1=Chaffey|first1=Dave|last2=Ellis-Chadwick|first2=Fiona|title=Digital Marketing: Strategy, Implementation and Practice|date=2012|publisher=Pearson Education|location=Harlow|isbn=978-0273746225}}</ref>

=== Stages of planning ===
Using Dr Dave Chaffey's approach, the digital marketing planning (DMP) has three main stages: Opportunity, Strategy, and Action. He suggests that any business looking to implement a successful digital marketing strategy must structure their plan by looking at opportunity, strategy and action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.<ref name="isbn_0273746227"/>

==== 1) Opportunity ====
To create an effective DMP, a business first needs to review the marketplace and set 'SMART' (Specific, Measurable, Actionable, Relevant, and Time-Bound) objectives.<ref>Fill, C. (2006). Marketing communications. 1st ed. Harlow: FT Prentice Hall, pp.372-373.</ref> They can set SMART objectives by reviewing the current benchmarks and [[key performance indicator]]s (KPIs) of the company and competitors. It is pertinent that the analytics used for the KPIs be customized to the type, objectives, mission, and vision of the company.<ref>Parmenter, D. (2007). Key performance indicators. 1st ed. Hoboken, N.J.: John Wiley & Sons.</ref><ref>Marr, B. (2012). Key performance indicators. 1st ed. Harlow, England; New York: Pearson Financial Times Pub.</ref>

Companies can scan for marketing and sales opportunities by reviewing their own outreach as well as influencer outreach. This means they have [[competitive advantage]] because they are able to analyse their co-marketers influence and brand associations.<ref>{{cite journal | last1 = French | first1 = A. | last2 = Smith | first2 = G. | year = 2013 | title = Measuring brand association strength: a consumer based brand equity approach | url = https://dspace.lboro.ac.uk/2134/14786| journal = European Journal of Marketing | volume = 47 | issue = 8| pages = 1356–1367 | doi = 10.1108/03090561311324363 }}</ref>

To seize the opportunity, the firm should summarize its current customers' personas and purchase journey from this they are able to deduce their digital marketing capability. This means they need to form a clear picture of where they are currently and how many resources they can allocate for their digital marketing strategy i.e. labor, time, etc. By summarizing the purchase journey, they can also recognize gaps and growth for future marketing opportunities that will either meet objectives or propose new objectives and increase profit.

==== 2) Strategy ====
To create a planned digital strategy, the company must review their digital proposition (what you are offering to consumers) and communicate it using digital customer targeting techniques. So, they must define online value proposition (OVP), this means the company must express clearly what they are offering customers online e.g. brand positioning.

The company should also (re)select target market segments and personas and define digital targeting approaches.

After doing this effectively, it is important to review the marketing mix for online options. The marketing mix comprises the 4Ps – Product, Price, Promotion, and Place.<ref>McCarthy, E.J. (1964), Basic Marketing, Richard D. Irwin, Homewood, IL.</ref><ref>Mercer, D. (1999). Marketing. 1st ed. Oxford [u.a.]: Blackwell.</ref> Some academics have added three additional elements to the traditional 4Ps of marketing Process, Place, and Physical appearance making it 7Ps of marketing.<ref>Booms, B.H. and Bitner, M.J., 1981. Marketing strategies and organization structures for service firms. Marketing of services, 25(3), pp.47-52</ref>

==== 3) Action ====

The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as the audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned, and earned media of the company.<ref>Chaffey, D. and Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation, and Practice. 1st ed. Harlow: Pearson Education.</ref> The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.<ref>Ryan, D. (2014). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Ed. 3. 1st ed. Kogan Page.</ref>

After confirming the digital marketing plan, a scheduled format of digital communications (e.g. Gantt Chart) should be encoded throughout the internal operations of the company. This ensures that all platforms used fall in line and complement each other for the succeeding stages of digital marketing strategy.

=== Understanding the market ===
One way marketers can reach out to consumers, and understand their thought process is through what is called an empathy map. An empathy map is a four-step process. The first step is through asking questions that the consumer would be thinking in their demographic. The second step is to describe the feelings that the consumer may be having. The third step is to think about what the consumer would say in their situation. The final step is to imagine what the consumer will try to do based on the other three steps. This map is so marketing teams can put themselves in their target demographics shoes.<ref>{{Cite journal|last1=Schiele|first1=Kristen|last2=Chen|first2=Steven|s2cid=169359274|date=2018-03-26|title=Design Thinking and Digital Marketing Skills in Marketing Education: A Module on Building Mobile Applications|journal=Marketing Education Review|volume=28|issue=3|pages=150–154|doi=10.1080/10528008.2018.1448283|issn=1052-8008}}</ref> Web Analytics are also a very important way to understand consumers. They show the habits that people have online for each website.<ref>{{Cite journal|last=Staton|first=Mark G.|s2cid=167964641|date=2015-12-07|title=Improving Student Job Placement and Assessment Through the Use of Digital Marketing Certification Programs|journal=Marketing Education Review|volume=26|issue=1|pages=20–24|doi=10.1080/10528008.2015.1091665|issn=1052-8008}}</ref> One particular form of these analytics is [[predictive analytics]] which helps marketers figure out what route consumers are on. This uses the information gathered from other analytics and then creates different predictions of what people will do so that companies can strategize on what to do next, according to the people's trends.<ref>{{Cite journal|last1=Liu|first1=Xia|last2=Burns|first2=Alvin C.|s2cid=169752871|date=2018-01-02|title=Designing a Marketing Analytics Course for the Digital Age|journal=Marketing Education Review|volume=28|issue=1|pages=28–40|doi=10.1080/10528008.2017.1421049|issn=1052-8008}}</ref>

* Consumer behavior- the habits or attitudes of a consumer that influences the buying process of a product or service.<ref name=":12">{{Cite journal|last1=Kannan|first1=P.K.|last2=Li|first2=Hongshuang “Alice”|date=2017|title=Digital marketing: A framework, review and research agenda|journal=International Journal of Research in Marketing|language=en|volume=34|issue=1|pages=22–45|doi=10.1016/j.ijresmar.2016.11.006}}</ref> Consumer behavior impacts virtually every stage of the buying process specifically in relation to digital environments and devices.<ref name=":12" />
*Predictive analytics- a form of data mining that involves utilizing existing data to predict potential future trends or behaviors.<ref name=":13">{{Cite book|last=Doyle, Charles, 1959-|title=A dictionary of marketing|others=Oxford University Press.|year=2016|isbn=978-0-19-180022-1|edition=Fourth|location=Oxford|oclc=957198795}}</ref> Can assist companies in predicting future behavior of customers.
*Buyer persona- employing research of consumer behavior regarding habits like brand awareness and buying behavior to profile prospective customers.<ref name=":13" /> Establishing a buyer persona helps a company better understand their audience and their specific wants/needs.
*Marketing Strategy- strategic planning employed by a brand to determine potential positioning within a market as well as the prospective target audience; involves two key elements: segmentation and positioning.<ref name=":13" /> By developing a marketing strategy, a company is able to better anticipate and plan for each step in the marketing and buying process.

==Sharing economy==
The "sharing economy" refers to an economic pattern that aims to obtain a resource that is not fully utilized.<ref name="Kyle Huggins">{{cite journal|last1=Kyle|first1=Huggins|s2cid=158667931|title=Seismic Shifts in the Sharing Economy: Shaking Up Marketing Channels and Supply Chains|journal=Journal of Marketing Channels|volume=24|issue=3|pages=3–12|doi=10.1080/1046669X.2017.1346973|year=2017}}</ref> Nowadays, the [[sharing economy]] has had an unimagined effect on many traditional elements including labor, industry, and distribution system.<ref name="Kyle Huggins"/> This effect is not negligible that some industries are obviously under threat.<ref name="Kyle Huggins"/><ref name="Neil C. Herndon">{{cite journal|title=The Sharing Economy: Opportunities and Challenges for Marketing Channels and Supply Chains|journal=Journal of Marketing Channels|volume=24|issue=1–2|pages=1–2|doi=10.1080/1046669X.2017.1346970|year=2017|last1=Herndon|first1=Neil C.|doi-access=free}}</ref> The sharing economy is influencing the traditional marketing channels by changing the nature of some specific concept including ownership, assets, and recruitment.<ref name="Neil C. Herndon"/>

Digital marketing channels and traditional marketing channels are similar in function that the value of the product or service is passed from the original producer to the end user by a kind of supply chain.<ref name="Thomas">{{cite journal|last1=Thomas|first1=Martin|s2cid=158277744|title=Domains of Digital Marketing Channels in the Sharing Economy|journal=Journal of Marketing Channels|volume=24|issue=27|pages=27–38|doi=10.1080/1046669X.2017.1346977|year=2017}}</ref> Digital Marketing channels, however, consist of internet systems that create, promote, and deliver products or services from producer to consumer through digital networks.<ref name=":14">{{Cite journal|last=Key|first=Thomas Martin|s2cid=158277744|date=2017-04-03|title=Domains of Digital Marketing Channels in the Sharing Economy|journal=Journal of Marketing Channels|language=en|volume=24|issue=1–2|pages=27–38|doi=10.1080/1046669X.2017.1346977|issn=1046-669X}}</ref> Increasing changes to marketing channels has been a significant contributor to the expansion and growth of the sharing economy.<ref name=":14" /> Such changes to marketing channels has prompted unprecedented and historic growth.<ref name=":14" /> In addition to this typical approach, the built-in control, efficiency and low cost of digital marketing channels is an essential features in the application of sharing economy.<ref name="Thomas"/>

Digital marketing channels within the sharing economy are typically divided into three domains including, e-mail, social media, and search engine marketing or SEM.<ref name=":14" />

* E-mail- a form of direct marketing characterized as being informative, promotional, and often a means of customer relationship management.<ref name=":14" /> Organization can update the activity or promotion information to the user by subscribing the newsletter mail that happened in consuming. Success is reliant upon a company’s ability to access contact information from its past, present, and future clientele.<ref name=":14" />
*Social Media- Social media has the capability to reach a larger audience in a shorter time frame than traditional marketing channels.<ref name=":14" /> This makes social media a powerful tool for consumer engagement and the dissemination of information.<ref name=":14" />
*Search Engine Marketing or SEM- Requires more specialized knowledge of the technology embedded in online platforms.<ref name=":14" /> This marketing strategy requires long-term commitment and dedication to the ongoing improvement of a company’s digital presence.<ref name=":14" />

Other emerging digital marketing channels, particularly branded mobile apps, have excelled in the sharing economy.<ref name=":14" /> Branded mobile apps are created specifically to initiate engagement between customers and the company. This engagement is typically facilitated through entertainment, information, or market transaction.<ref name=":14" />

==See also==
* [[Digital marketing engineer]]
* [[Digital marketing system]]
* [[Digital marketing channels in the sharing economy]]
* [[Distributed presence]]
* [[Interactive marketing]]
* [[Mobile marketing]]
* [[Online advertising]]
* [[Pay per click]]
* [[Social media marketing]]
* [[Visual marketing]]
* [[Marketing strategy]]
* [[Customer Data Platform]]
* [[User intent]]
* [[Site retargeting]]
* [[Digital privacy]]

==References==
{{Reflist}}
<ref>[https://yasdigitalagency.com/how-digital-marketing-can-help-business-grow/ How Digital Marketing Can Help Your Business Grow]</ref>

==Further reading==
* {{citation|title=Understanding digital marketing: marketing strategies for engaging the digital generation|first1=Damian|last1=Ryan|first2=Calvin|last2=Jones|year=2009|isbn=978-0749453893|publisher=Kogan Page}}
* {{citation|title=Digital Marketing for Dummies|first1=Ben|last1=Carter|first2=Gregory|last2=Brooks|first3=Frank|last3=Catalano|first4=Bud|last4=Smith|publisher=John Wiley & Sons|year=2007|isbn=9780470057933}}

{{DEFAULTSORT:Digital Marketing}}
[[Category:Digital marketing| ]]
[[Category:Advertising techniques]]
[[Category:Marketing techniques]]
[[Category:Online advertising]]
[[Category:Promotion and marketing communications]]
[[Category:Types of marketing]]