Introduction to Digital marketing

Introduction to Digital Marketing:

  Digital marketing (data-driven 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.

 

Definition of digital marketing: The marketing of products or services using digital channels to reach consumers. The key objective is to promote brands through various forms of digital media. Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet.

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective name for marketing activity carried out online, as opposed to traditional marketing through print media, live promotions, and TV and radio advertisement.

Digitalmarketing's development since the 1990s and 2000s has changed the way brands and businesses utilize technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.

Digital marketing techniques such as search engine optimization (SEO), search engine marketing(SEM), content marketing, influence marketing, content automation, campaign marketing, data-driven marketing and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games are becoming more common in our advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.

The beginnings of digital marketing technology can be traced back to the 1980s, when computers became sophisticated enough to store huge volumes of customer information.

This shift in technology corresponded with a shift in mindset from pushing product to “Relationship marketing,” which prioritized customer connections. Marketers abandoned their limited offline techniques like list brokering in favor of database marketing.

Pioneered by Robert and Kate Kestnbaum, database marketers kept an electronic database of customers, prospects, and all commercial contacts.

 

 

By 1986, ACT! a contact and customer management company, introduced the first database marketing software to the business world. It was essentially a digital Rolodex, only it could store large volumes of customer contact information.

Together with Robert Shaw, the father of marketing automation, Robert Kestenbaum went on to develop several landmark database marketing solutions for BT and Barclays. Shaw incorporated new features into these database marketing models, including telephone and field sales channel automation, contact strategy optimization, campaign management, marketing resource management, and marketing analytic.

The digital databases of the 1980s transformed buyer-seller relationships, allowing brands to track their consumers like never before. But the process was still a manual one. The popularity of personal computers and the advent of server/client architecture at the turn of the decade paved the way for an explosive growth in revolutionary marketing technology in the 1990s: Customer Relationship Management (CRM) software.