Digital Marketing Defined
The Digital Marketing Institute, defines digital marketing as “ the use of digital channels to promote or market products and services to consumers and businesses.” Key objectives of a digital marketing strategy are to:
- Promote products and services
- Provide relevant and compelling information
- Generate leads
- Increase Sales
Changing Consumer Behavior
Today, the first thing many consumers do when they need a product or service is log on to Google, Bing or Yahoo to gather information and compare features and prices. Consumers are also getting input from friends and family on social media platforms. Many of the conversations about products and services are taking place online. Companies need to be a part of those conversations in a constructive and unobtrusive way.
Savvy marketers understand that consumers are firmly in control of when and where they get product information. They have this control at their fingertips. And when they go looking for that information, companies must make sure that they will be found.
The Case for Digital Marketing
Traditional mass media tactics are challenged in the digital era. Consumers are exposed to thousands of mass media delivered advertising messages on a daily basis. Despite advertisers best efforts to “cut through the clutter”, consumers continually filter out all but the most relevant ads that meet their needs. This is one of the main reasons digital marketing needs to be in a marketer’s tool kit. Unlike traditional mass media, which is intrusive and unwanted by consumers, consumers seek digital marketing content out in the time and place that they need it.
The key for marketers is to create compelling and relevant content and use digital platforms to make it easier for customers to find and ultimately act on.
Digital Marketing should be a part of every company’s marketing mix because of the dramatic change in the way that consumers make purchase decisions and buy products. Companies must have the ability to connect with their audiences online or risk losing them to their competition.