It’s a buzzword. It’s what everyone is talking about. It’s where brands are spending most of their marketing budget in 2016 according to Infosys stats. So is it a website, is it an android or iOS app, is it social media or is it Virtual Reality (VR)? I get this question very often.
Here is Wikipedia’s definition: ‘Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them.’
Digital marketing is a combination of marketing activities and campaigns that are executed via the use of technology. It is used to build brands and generate qualified leads that eventually convert into customers.
The art and science:
For understanding purpose I like to break digital marketing into two aspects:
1. Art: This is coming up with an idea for a digital marketing campaign such as using a calculator to determine the type of investor an individual is, on an investment broker’s website and promoting it via ads on Google Search.
2. Science: The science involves tracking how many people clicked on the ads, used the calculator, then visited investment broker’s website to view the services they offer and then eventually showed an interest in the broker’s services.
A great digital marketing campaign is one that has a great idea behind it – the art and has all the elements to track a user’s buyer’s journey all the way up to then become a customer – the science.
Still confused? No problem. Leave a comment below and I’ll be happy to explain 🙂