What is Digital Marketing in Today's Context?
It is a set of interactive marketing promotion activities which are done online. These activities help an individual or organization reach its target audience and achieve its business & financial objectives.Therefore, when we say digital marketing, we are essentially referring to Online Digital Marketing.The other form of DM is offline digital marketing, which happens on other electronic devices such as Radio or Television.I know you are not here to read about radio or TV, so I will spare you (though I have invested millions of dollars on Offline marketing during my career). Going forward in this article when I say "DM", I am actually referring to "Online Digital marketing", as that is what you intend to read here, right? It is a set of marketing activities and not just one activity. It is Interactive and not just one way. It enables two-way communication and is much more engaging compared to the other marketing methods. Interactivity is what distinguishes it from advertising on Television, which is also electronic but not interactive.
It happens online. What it essentially means is that the activity is carried out on the Internet or telecom networks. Though it happens online, it can empower both the virtual or offline world. An example of DM in the virtual or online world is email marketing or social media marketing or search engine marketing. In the colloquial sense when we say digital marketing, we refer to virtual or online marketing only. An example of this in the offline world is the use of tablets to showcase product offerings at a retail store. It helps an individual or organization. It is useful not only for large companies but also for individuals as well, unlike TV or newspaper advertising. One can take advantage of digital advertising on small budgets as well. It helps reach and engage the target audience. It is focused, and one can use multiple targeting methods to reach their audience.
It helps achieve business and financial objectives. It is measurable & ROI driven. It helps achieve business & financial goals.