Digital Marketing – Definition, Measures and Goals
Digital marketing is the umbrella term for using computer-based systems, digital technologies and digital media to analyze, plan, execute and control marketing activities. Often, the term online marketing is used interchangeably in common usage, since digital marketing activities predominantly – albeit not necessarily – on the Internet or on mobile devices are performed.
Digital Marketing: Definition & Phases
Digital marketing can be used in all phases of the marketing process, from digital marketing planning and marketing conception through digital marketing activities to digital marketing controlling. In addition, it is possible to differentiate with regard to the direction of action (within or outside the organization) and the target markets (eg personnel, procurement or sales market). As a creative agency we support you in defining the most important markets and ranges.
With regard to the marketing instruments, the application areas of digital marketing are extremely diverse. For example, market research can be supported by computer-aided surveys, online panels, as well as digital forecasting systems. As part of pricing policy, digital pricing models and simulations provide support, while product policy can benefit from computer-aided design programs, digital and automated diagnostic tools, and virtual development teams. Also in the field of distribution policy, digital marketing tools are widely used.
These include, in particular, computer-aided logistics control and tracking systems, as well as booming e-commerce. In communication policy, the channels of online advertising and advertising via mobile devices such as smartphones should be mentioned in particular. These include a range of techniques and activities such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), Influencer Marketing, Content Marketing, Social Media Marketing (SMM), Social Media Optimization and Email Marketing. In addition, there are comprehensive digital systems and databases to support the marketing mix, eg in the areas of data warehouse and customer relationship management (CRM). The number of opportunities is growing steadily and rapidly in all areas.
Measures & Strategy
Digital marketing should be systematically and strategically integrated into all levels of the marketing concept in order to make the most of existing opportunities. This is particularly true in the field of communication policy, in which the use of different digital channels should be taken to ensure the consistency of the advertising messages conveyed.
A central element of digital marketing is its own website. It represents the online identity of its own brand and forms the hub for a variety of other online activities. The design and content of the website play a prominent role in the presentation and maintenance of their own brand and products. Based on the website, a variety of marketing channels and activities are available to increase the visibility and reach of the presented offers and content. Using Search Engine Optimization (SEO), website content should be designed using relevant keywords to make it easy for search engines like Google and Bing to be listed as high as possible in search results. Website content and product offerings can also be disseminated through social networks such as Facebook, Instagram or Twitter. These networks are also particularly suitable for interacting with customers and potential customers.
Goals & networks
Both search engines and social networks also have the option of paid ads, known as search engine marketing (SEM) or social media marketing. Other classic communication tools of marketing, such as the use of multipliers, is possible in the digital world: Within the scope of influencer marketing, the desired advertising message – usually for a fee – is distributed via opinion leaders such as Blogger to a target audience.
Due to the multitude of possibilities and the rapid development of technologies and trends, the commission of a specialized agency for the conception and design of strategy and activities in the field of digital marketing can make sense in many cases.
In summary, digital marketing can be used in every aspect of marketing management and in all areas of the marketing mix. To optimize marketing, the use of digital systems and tools should be as strategic and organized as traditional marketing.