Digital marketing

Marketing
Management
Key concepts
Account-based marketing · Activation · Annoyance factor · Attribution · Distribution · Brand licensing · Brand management · Cannibalization · Co-creation · Communications · Consumer behaviour · Consumer culture · · Dominance · Effectiveness · Ethics · Horizontal integration · Influencer marketing · Mix · Pricing · Product marketing · Promotion · Retail · Segmentation · Service · Social marketing · Strategy · Vertical integration
Promotional content
Advertising · Ambush marketing · Branding · Corporate anniversary · Direct marketing · Franchising · Gender in advertising · Label · Loyalty marketing · Mobile marketing · On-hold messaging · Personal selling · Premiums · Prizes · Product placement · Propaganda · Publicity · Sales promotion · Sex in advertising · Underwriting spot
Promotional media
Behavioral targeting · Brand ambassador · Counter display unit · Display advertising · Display stand · Drip marketing · Endcap · Gondola · In-game advertising · Mobile advertising · Native advertising · New media · Online advertising · Out-of-home advertising · Point of sale · Product demonstration · Promotional merchandise (merchandising) · Promotional representative · Visual merchandising · Web banner · Word-of-mouth
Research
Market research · Marketing research · Mystery shopping · Consumer research

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services.[2][3]

It has significantly transformed the way brands and businesses utilize technology for marketing since the 1990s and 2000s. As digital platforms became increasingly incorporated into marketing plans and everyday life,[4] and as people increasingly used digital devices instead of visiting physical shops,[5][6] digital marketing campaigns have become prevalent, employing combinations of methods. Some of these methods include: search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callbacks, and on-hold mobile ringtones.[7]

The extension to non-Internet channels differentiates digital marketing from online marketing.[8]

  1. ^ Nakamura, Leonard I. (FRB); Samuels, Jon (BEA); Soloveichik, Rachel H. (BEA) (24 October 2017). "Measuring the "Free" Digital Economy Within the GDP and Productivity Accounts" (PDF). SSRN.com. Social Science Research Network publishing working paper 17-37 of the Research Department, Federal Reserve Bank of Philadelphia. p. 37 (Fig. 3). Archived (PDF) from the original on 20 March 2021.
  2. ^ "Definition of digital marketing". Financial Times. Archived from the original on 29 November 2017. Retrieved 22 August 2015.
  3. ^ "The Four Faces of Digital Marketing". American Marketing Association. April 2016. Archived from the original on 13 February 2020. Retrieved 22 August 2019.
  4. ^ Nielsen (10 March 2016). "Digital Advertising is Rising in Canada, Requiring More Sophisticated Measures of Success". Nielsen. Archived from the original on 18 March 2016. Retrieved 25 March 2016.
  5. ^ Nielsen (20 January 2016). "Connected Commerce is Creating Buyers Without Border". Nielsen Global. Archived from the original on 23 January 2016. Retrieved 25 March 2016.
  6. ^ Dahlen, Micael (2010). Marketing Communications: A Brand Narrative Approach. Chichester, West Sussex UK: John Wiley & Sons Ltd. p. 36.
  7. ^ "Digital Marketing". Techopedia. Archived from the original on 21 August 2015. Retrieved 22 August 2015.
  8. ^ "Digital Marketing Systems and Techniques". Warwick. Archived from the original on 13 February 2020. Retrieved 28 August 2019.
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