Digital Marketing Training center in NoidaPosted by santosh kumar on September 21st, 2019 Digital Marketing Training center in Noida :- My recent blog post on digital marketing trends shows the latest innovations, but here we go back to basics to define digital marketing. This is important since for some in business, particularly more traditional marketers or business owners, 'digital' is simplistically taken to mean 'our website' or 'our Facebook page'. This thinking limits the scope and opportunity of what's managed and it means that activities that should be managed may be missed.Display technology has developed so marketers can now look across the bid opportunities received on a daily basis and calculate how many impressions the advertiser will win, and the cost of those impressions. This allows buyers to see how incremental increases in bid price can drive more wins in real-time marketplaces, which in turn will increase the probability of conversions. Predictive media planning is now in play. If marketers want to average a cost-per-action, they can look along the curve to see how many conversions they will get at that rate. Types of digital marketing We prefer to use the terminology "digital marketing channels" rather than "types" as each channel that can be used to reach potential customers can be complex depending on the level of integration and tactics you apply across your digital marketing strategy and campaigns. Our RACE planning framework maps the online customer journey across all potential touch points, showing the scale and opportunity digital marketing provides - more than just "a website" or "a Facebook page". To understand the importance of digital marketing to the future of marketing in any business, it’s helpful to think about what audience interactions we need to understand and manage. Digital marketing today is about many more types of audience interaction than website or email... It involves managing and harnessing these ‘5Ds of Digital’ that I have defined in the introduction to the latest update to my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds define the opportunities for consumers to interact with brands and for businesses to reach and learn from their audiences in different ways: Digital devices – audiences experience brands as they interact with business websites and mobile apps typically through a combination of connected devices including smart phones, tablets, desktop computers, TVs and gaming devices. Digital platforms – most interactions on these devices are through a browser or apps from the major platforms or services, that’s Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn. Digital media – different paid, owned and earned communications channels for reaching and engaging audiences including advertising, email and messaging, search engines and social networks. Digital data – the insight businesses collect about their audience profiles and their interactions with businesses, which now needs to be protected by law in most countries. Digital technology – the marketing technology or match stack that businesses use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns. Defining digital marketing The use of the Internet and other digital media and technology to support ‘modern marketing’ has given rise to a bewildering range of labels and jargon created by both academics and professionals. It has been called digital marketing, Internet marketing, e-marketing and web marketing and these alternative terms have varied through time. Digital Marketing is the term most frequently used today, as we can see from these digital marketing definitions, so that is the term we focus on. Because of the recent debate about the use of the term ‘digital marketing’, we thought it would be useful to pin down exactly what digital means through a definition. Do definitions matter? We think they do, since particularly within an organization or between a business and its clients we need clarity to support the goals and activities that support Digital Transformation. As we'll see, many of the other definitions are misleading. Boiled down to its simplest form, digital marketing is defined in my book Digital Marketing: Strategy, Implementation and Practice as simply: "Achieving marketing objectives through applying digital technologies and media." I expand on this definition of digital marketing to explain that, in practice, digital marketing includes managing different forms of online company presence and presences such as company websites, mobile apps, and social media company pages. This is in conjunction with online communications techniques including the likes of search engine marketing, social media marketing, online advertising, e-mail marketing and partnership arrangements with other websites. These techniques are used to support the objectives of acquiring new customers and providing services to existing customers that help develop the customer relationship through E-CRM and marketing automation. However, for digital marketing to be successful, there is still a necessity for integration of these techniques with traditional media such as print, TV and direct mail as part of multichannel marketing communications. Because of the recent debate about the use of the term ‘digital marketing’, we thought it would be useful to pin down exactly what digital means through a definition. Do definitions matter? We think they do, since particularly within an organization or between a business and its clients we need clarity to support the goals and activities that support Digital Transformation. As we'll see, many of the other definitions are misleading. Boiled down to its simplest form, digital marketing is defined in my book Digital Marketing: Strategy, Implementation and Practice as simply: I expand on this definition of digital marketing to explain that, in practice, digital marketing includes managing different forms of online company presence and presences such as company websites, mobile apps, and social media company pages. This is in conjunction with online communications techniques including the likes of search engine marketing, social media marketing, online advertising, e-mail marketing and partnership arrangements with other websites. These techniques are used to support the objectives of acquiring new customers and providing services to existing customers that help develop the customer relationship through E-CRM and marketing automation. However, for digital marketing to be successful, there is still a necessity for integration of these techniques with traditional media such as print, TV and direct mail as part of multichannel marketing communications. If we look at these other definitions of digital marketing such as this definition of digital marketing from SAS: What is Digital Marketing and Why does it matter? or this alternative definition of digital marketing from Wikipedia we can see that often there is a focus on promoting of products and services using digital media rather than a more holistic definition covering customer experiences, relationship development and stressing the importance of multichannel integration. So for us, the scope of the term should include activities across the customer lifecycle: 1.Digital media and communications channels Digital and mobile experiences such as web design and mobile apps Prospect and customer relationship management through marketing automation. Digital strategy and integrating multichannel communications and experiences Digital technologies and platforms to manage all digital marketing activities. The role of digital platforms in supporting integrated multichannel marketing is an important component part of digital marketing, yet is often overlooked. In many ways, this highlights how important it is to break down silos between ‘digital’ and ‘traditional’ marketing departments. Online channels can also be managed to support the whole buying process from pre-sale to sale to post-sale and further development of customer relationships. The digital ad industry is incredibly myopic. In the past year or so, the industry adopted the term programmatic to describe how technology has permanently changed media buying. Prior to that, the latest and greatest ad tech advancement was realtime bidding (RTB) -- the trading of online media in an auction based environment. While the focus has shifted beyond RTB to the bigger picture of programmatic media buying, many are still guilty of using these terms interchangeably.RTB is not programmatic. Digital Marketing Training in Noida WEBTRACKKER TECHNOLOGY (P) LTD. B - 85, sector- 64, Noida, India. E-47 Sector 3, Noida, India. +91 - 8802820025 0120-433-0760 +91 - 8810252423 012 - 04204716 EMAIL:info@webtrackker.com Like it? Share it! More by this author |