Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers. The reality is, people spend twice as much time online as they used to 12 years ago. And while we say it a lot, the way people shop and buy really has changed, meaning offline marketing isn’t as effective as it used to be. Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means that you need to meet them where they are already spending time: on the internet. From your website to your online branding assets -- digital advertising, email marketing, online brochures, and beyond -- there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals. Why you should embark on Digital marketing . Flexible Consumers today are looking for a more custom and personalized customer journey that simply is not possible with traditional marketing, which is generic by nature. Digital marketing allows you to use an individual’s interests and preferences to tailor the marketing message they receive. Personalization may just be the biggest asset of digital and online marketing. . Low barrier to entry Traditional marketing activities come with a large price tag. Billboards, TV ads, and radio commercials are certainly not cheap. Digital marketing products come in scalable sizes so that small, medium, and large businesses can all utilize these products to reach their audiences. . Reach larger audiences Since digital marketing takes place online, it is accessible to a larger, global audience. Whereas with traditional marketing, you’re typically limited to a geographic area, digital marketing allows you to reach international audiences through effective means. . Easy to optimize Since digital marketing comes with reporting, if you see something that is not performing as well as you’d like, it’s easy to pinpoint it and change it. You can even try several different things, measure which one worked best, and select that option as the main tactic moving forward.
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