DIGITAL MARKETING

Digital marketing is marketing that makes use of electronic devices (computer) such as personal computer, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing. Many organizations use a combination of traditional and digital marketing channels.

History 

The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital marketing became more sophisticated as an effective way to create a relationship with the consumer that has depth and relevance.

In 2012 and 2013 statistics showed digital marketing remained a growing field.

Digital marketing is often referred to as 'online marketing' or 'internet marketing'. The term 'digital marketing' has grown in popularity over time, particularly in certain countries. In the USA 'online marketing' is still prevalent, but in the UK and worldwide, 'digital marketing' has become the most common term, especially after the year 2013.

Types of digital marketing 

Two different forms of digital marketing exist:

In pull digital marketing, the consumer actively seeks the marketing content, often via web searches or opening an email, text message or Web Feed Websites, blogs and streaming media (audio and video) are examples of pull digital marketing. In each of these, users have to navigate to the website to view the content. Only current web browser technology is required to maintain static content. Search engine optimization (SEO) is one tactic used to increase activity. In 2003, Martin et al. found that consumers prefer special sales and new product information, whereas "interesting" content was not useful.

In push digital marketing the marketer sends a message without the recipient actively seeking the content, such as display advertising on websites and news blogs. Web Feeds can also be classed as push digital marketing when the recipient has not actively sought the marketing message.

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