ONLINE MARKETING

        Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

        The way in which digital marketing has developed since the 1990s and 2000s has changed the way brands and businesses utilize technology and digital marketing for their marketing. Digital marketing campaigns are becoming more prevalent, as digital platforms are increasingly incorporated into marketing plans, and as people use digital devices instead of going to physical shops.

         Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ring tones.

Brand awareness:

        Ease of access

        Competitive advantage

        Effectiveness

Latest developments and strategies:

        Segmentation

        Influencer marketing

        Online behavioural advertising

        Collaborative Environment

        Remarketing

        Game advertising

        pay per click advertising

Ways to further increase the effectiveness of digital marketing

        A strategy that is linked into the effectiveness of digital marketing is content marketing. Content marketing can be briefly described as “delivering the content that your audience is seeking in the places that they are searching for it”. It is found that content marketing is highly present in digital marketing and becomes highly successful when content marketing is involved. This is due to content marketing making your brand more relevant to the target consumers, as well as more visible to the target consumer.

        Marketers also find email an effective strategy when it comes to digital marketing as it is another way to build a long term relationship with the consumer. Listed below are some aspects that need to be considered to have an effective digital media campaign and aspects that help create an effective email system.

        Interesting mail titles differentiate one advertisement from the other. This separates advertisements from the clutter. Differentiation is one factor that can make an advertisement successful in digital marketing because consumers are drawn to it and are more likely to view the advertisement

        Establishment of customer exclusivity: A list of customers and customer’s details should be kept on a database for follow up and selected customers can be sent selected offers and promotions of deals related to the customer’s previous buyer behaviour. This is effective in digital marketing as it allows organisations to build up loyalty over email.

        Low Technical Requirements: In order to get the full use out of digital marketing it is useful to make you advertising campaigns have low technical requirements. This prevents some consumers not being able to understand or view the advertising campaign.

Rewards:

        The lucrative offers would always help in making your digital campaign a success. Give some reward in the end of the campaign. This would definitely invite more engagement and word of mouth publicity.



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