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  • Justin Richardson

What is Digital Marketing?

Updated: Aug 14, 2019

Welcome to our first blog post! Today we will be focussing on the rather broad question; what is digital marketing?


A Boring Answer

If we want to be boring, digital marketing is simply achieving marketing objectives via digital platforms such as social media, websites, online stores, email and mobile. More specifically, Neil Patel defines 7 categories of online digital marketing:


1. Search Engine Optimisation

2. Search Engine Marketing

3. Content Marketing

4. Social Media Marketing

5. Pay-per-click Advertising

6. Affiliate Marketing

7. Email Marketing


There are also forms of digital marketing that occur offline such as using iPads in a store to receive immediate customer feedback or LED billboards that catch the eye of consumers much more effectively than static billboards.

These techniques all have different functions; Search Engine Optimisation and Marketing are used to drive traffic to a site whereas Email and Content Marketing are generally used to create loyal customers.


Relationships

More importantly, digital marketing allows brands to form relationships with current and potential customers in a way not possible via traditional marketing techniques. Consumers can interact with your brand at deeper levels than simply the purchase interaction. For example, customers can provide you with instant feedback on your products via social media or your website. Brands can conduct simple surveys or provide exclusive discounts via email. Social media also allows brands to more easily and accurately portray and control their brand image through consistent, subtle messages instead of one-off messages via TV or print ads.



Final Thoughts

Thanks to its relatively young age, it is also much easier to think up innovative digital marketing techniques that will truly set your brand apart from others. In the traditional marketing realm, there are few unique marketing techniques remaining.


Digital marketing is much more than posting on social media. Just like traditional marketing, practitioners must create a comprehensive, fully-integrated digital marketing program in order to achieve business objectives.


Thanks for reading and make sure to check out our next blog post- The Evolution of eBay


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