What Is Digital Marketing?
The first approaches to digital marketing defined it as a projection of
conventional marketing, its tools, and strategies, on the Internet. However,
the particularities of the digital world and its appropriation for marketing have
fostered the development of channels, formats, and languages that have led to
tools and strategies that are unthinkable offline.
Today, rather than a subtype of conventional marketing, digital
marketing has become a new phenomenon that brings together customization and
mass distribution to accomplish marketing goals. Technological convergence and
the multiplication of devices have led to an opening up of the ways in which we
think about marketing on the Internet and have pushed the boundaries towards
a new concept of digital marketing—user-centered, more measurable, ubiquitous,
and interactive. The development of digital marketing strategies offers much
potential for brands and organizations.
Some of them are as follows:
• Branding. Platforms and 2.0 services are a great
opportunity to build a brand image on the Web due to their scope, presence, and
constant updates.
• Completeness. The possibility to disseminate information
through links offer consumers the chance to approach the organization in a
wider and more customized way.
• Usability–functionality. Web 2.0 offers simple and
user-friendly platforms for all in order to improve user experience and allow
for their activities.
• Interactivity. In the context in which organizations try
to forge long-term relationships with their audiences, the Internet offers the
possibility of having a conversation and therefore of generating a positive
experience with the brand. Such interactivity can be basic, as product
assessment, or become an all-encompassing experience.
• Visual communication. In line with visual thinking,
digital marketing offers marketers different image- and video-based tools. This
is an attractive way of reaching audiences that can lead to greater engagement.
• Relevant advertising. Easy segmentation and customization
of advertising on the Internet maximize the output. Besides, free from the
limitations of other media, this environment has allowed for more attractive
advertising.
• Community connections. The Internet is a unique
opportunity to connect organizations with their audiences and users among
themselves. This connectivity can improve their experience and enhance their
relationship with the product, brand, or organization.
• Virality. The essence of the Internet as a Web of
interconnected nodes makes the exponential expansion of any content possible.
Taking the model of WOM (word of mouth) communication, viral communication
becomes more relevant due to connectivity, instantness, and shareability of
online platforms that enhance the dissemination of content.
• Measuring output. Online platforms rank first in the
availability of follow-up options and the possibility to assess output.
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