Digital marketing is marketing delivered through digital channels We usually don't do the distinction between digital and non-digital marketing, we just obviously are specialized in digital channels
For me digital marketing is using digital channels to reach your audience and there's a lot of them now, they can be search engines, websites, apps, email, social, display I like to think of digital marketing in four ways You've got the owned channels – it's your website, it's your mobile app, it could be your physical store, for example
Earned marketing is the concept of your consumers, if they're happy, writing reviews and sharing content on your behalf, where you don't have to pay for that And then paid marketing is really the world of advertising where you're spending money to get a message in front of a person Then there's direct marketing, which is once you have a consumer as a business your ability to then reach out to them more directly through channels like email, through direct marketing or a phone conversation Marketing has been in place for many years – very successful in terms of offline channels that have been used, whether that might be direct marketing, TV, radio kind of channels But digital marketing over the last few years has really exploded in terms of growth and impact
The big shift has really been for the availability of technologies like mobile phones as well as the fact that we're now connected to one another You're carrying your mobile phone with you at all times and digital marketing in some channels have a high capacity of finding the right person because as you browse, as you use your phone, or your computer, you're leaving breadcrumbs, traces of the things that you like and the things that you do And all those things become tools for us to find you as an audience, as a potential customer, for – you know – a brand or a product So it could be that through past browsing behaviour a number of users have exhibited a behaviour around being in market to buy some shoes or trainers, so then you can actually pay to market to them in display advertising regardless of where the website is So it's kind of removing the context of the website and following the user rather than the site itself One of the things that's really holding many businesses back from embracing this change – there's still some of the old organizational silos that they have, where marketing do one thing then the sales team do the other and the service team do the next So if you think about this in the context of what the customer need is, and then rallying yourselves around those customer needs rather than marketing as a function, then you'll arguably be better placed than most large organizations today to adapt to that change
Most of the brands are still figuring out how to create a good combination of digital channels, and traditional channels as well in their marketing strategies A good combination in a way that those channels are complementary to each other and not just repeating the same content in a different format Through digital – especially social channels, or even if you have an app, or anything like that – you can create that two-way communication and that allows you to create not only communication but services and products and things that will make people's lives easier so the marketing starts to leak out of the just promotion part of it, and starts to create things that are actually valuable for people's lives
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