Digital Marketing is a general term for all efforts made by the company to connect with customers through electronic technology, including e-mail, geolocation and cellular marketing, social media social marketing, online customer communities, webinars, and other video-based content.
With the advent of the customer age, where customer preferences dominate interactions between consumers and companies, digital marketing has become a more complex, multidisciplinary and multi-departmental effort. Companies must be able to engage with their constituents in a series of proliferating media and to be able to unite these interactions in a comprehensive view, sometimes referred to as 360-degeneration customer views.
Digital Marketing now includes push and pull techniques. With Outbound Marketing tactics, for example, companies can place advertisements, emails, or reach potential customers. Companies have also begun using advertisements to distribute their messages, where advertisements are directly embedded in editorial content.
On the other hand, with inbound marketing techniques, companies can use social media, digital content in e-books, webinars, or electronic bulletins to encourage prospects to click on the link and learn more about the company and its services. Even though Outbound Marketing can potentially reach a wider audience, it also risks creating uninterested consumers. Inbound marketing is designed to reach prospects who are interested in audience segmentation, but basically can reach a far narrower potential customer segment.
Inbound marketing can also be an important tool in retaining existing customers, by creating more regular communication with these customers and allowing companies to engage with customers by providing informative, educational and product promotion content. So, for example, companies that sell insurance can educate buyers about the experience of owning a home and efforts to sell various forms of insurance.
Marketing automation software is becoming increasingly important for digital marketing, where companies strive to reach wider potential customers and also try to connect customer behavior with potential new purchases. So, for example, companies want to use marketing automation to measure the behavior of visitors on their websites, target these visitors through marketing automation software, and potentially sell new prospects and services or target them to be grown by salespeople later.
Geolocation and cellular marketing also emerged as a new form of Digital Marketing. Companies can now identify where customers are on their mobile devices and send promotions and discounts and coupons to these prospects. Companies are now designing mobile applications to activate loyalty programs and facilitate shopping and grow other customer experiences. Sports venues, museums and conventional retail stores have all developed digital cellular marketing campaigns.
Digital Marketing has become more complex not only in terms of the various new communication channels that have emerged but also in terms of the analysis that is now needed to understand customers and prospects and their preferences. Companies now use various tools to understand the behavior and preferences of customers, prospects and prospects. From listening to social media to predictive and large data analytics, companies are now asking for various resources to understand customer responses to their digital marketing efforts.
Source : Pengertian Digital marketing