Digital marketing is 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

1. The development of digital marketing is inseparable from technology
development.
Definition of Digital Marketing:
Digital:
Do definitions matter? We think they do, since particularly within
an organization or between a business and its clients we need clarity to
support the goals and activities that support Digital Transformation. As
we'll see, many of the other definitions are misleading
Marketing:
Marketing is the management process responsible for identifying,
anticipating and satisfying customer requirements profitably
Identifying – the Internet can be used for marketing research to find out
customers’ needs and wants
Anticipating – the Internet provides an additional channel by which
customers can access information and make purchases – evaluating this
demand is key to governing resource allocation.
Satisfying – a key success factor in digital marketing is achieving
customer satisfaction through the digital channel, which raises issues
such as: is the site easy to use, does it perform adequately, what is the
standard of associated customer service and how are physical products
dispatched?
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What is digital marketing?:
In practical, digital marketing includes managing different forms
of online company presence and presences such as company websites, mobile
apps, and social media company pages. This is in conjunction with online
communications techniques including the likes of search engine marketing,
social media marketing, online advertising, e-mail marketing and
partnership arrangements with other websites.
Digital marketers monitor things like what is being viewed, how
often and for how long, sales conversions, what content works and doesn’t
work, etc. While the Internet is, perhaps, the channel most closely
associated with digital marketing, others include wireless text
messaging, mobile instant messaging, mobile apps, podcasts, electronic
billboards, digital television and radio channels, etc.
Digital marketing is 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.
Digital marketing's development since the 1990s and 2000s has changed the
way brands and businesses use technology for marketing.[2] As digital
platforms are increasingly incorporated into marketing plans and everyday
life,[3] and as people use digital devices instead of visiting physical
shops,[4][5] digital marketing campaigns are becoming more prevalent and
efficient
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where it all has been started and how?

2. In the year 1971, Ray Tomlinson sent the very first email and his
technology set the platform to allow people to send and receive files
through different machines.
However, the more recognisable period as being the start of Digital
Marketing is 1990 as this was where the Archie search engine was created
as an index for FTP sites.In the 1980s, the storage capacity of computer
was already big enough to store huge volumes of customer information.
Companies started choosing online techniques, such as database marketing,
rather than limited list broker.[9] This kind of databases allowed
companies to track customers' information more effectively, thus
transforming the relationship between buyer and seller. However, the
manual process was not so efficient.
In the 1990s, the term Digital Marketing was first coined,[10].
With the debut of server/client architecture and the popularity of
personal computers, the Customer Relationship Management (CRM)
applications became a significant part of marketing technology
In the 2000s, with more and more Internet users and the birth of
iPhone, customers started searching products and making decisions about
their needs online first, instead of consulting a salesperson, which
created a new problem for the marketing department of a company. In
addition, a survey in 2000 in the United Kingdom found that most
retailers had not registered their own domain address.[12]These problems
made marketers find the digital ways for market development.
In 2007, the concept of marketing automation was raised to solve
the problem above. Marketing automation helped companies segment
customers, launch multichannel marketing campaigns and provide
personalized information for customers. However, the speed of its
adaptability to consumer devices was not fast enough.
Digital marketing became more sophisticated in the 2000s and the
2010s, when[13][14] the proliferation of devices' capable of accessing
digital media led to sudden growth.[15] Statistics produced in 2012 and
2013 showed that digital marketing was still growing.[16][17] With the
development of social media in the 2000s, such as LinkedIn, Facebook,
Youtube and Twitter, consumers became highly dependent on digital
electronics in daily lives. Therefore, they expected a seamless user
experience across different channels for searching product's information.
The change of customer behavior improved the diversification of marketing
technology.
Digital marketing is also referred to as 'online marketing',
'internet marketing' or 'web marketing'.Worldwide digital marketing has
become the most common term, especially after the year 2013.
Digital To Capture 95% Of Growth In 2018 And 99% In 2019.
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Benefits of digital marketing:
The main advantage of digital marketing is that a targeted audience
can be reached in a cost-effective and measurable way.
Opens up growth options for small businesses:
Importance of digital marketing for business lies in the
option to select your method of marketing as per your budget and reach a
wider audience at a lesser cost. Even a decade back getting your product
marketed especially for a small business was a task in itself. Most of
the expensive models were just out of their reach and they had to resort

3. to small level methods where the guarantee of success was close to
negligible.
"32% of small business invest in social media only.25% are
invsting in online and 17% are investing in SEO."
The digital modes of marketing are customizable and hence much cheaper.
Increased conversion rates:
The benefits of digital marketing are becoming more
prevalent every day. More and more consumers are researching and buying
products online. According to Forbes, 82% of consumers conduct research
online. And, Tech Crunch reports that 79% of people shop online.
Get connected to the Mobile Customers:
After Google mobile first update nearly almost all the
websites these days are made in a manner that they are easily viewable on
the mobile as well. This is because that almost all customers have access
to a smartphone and most of them even look for products on the same. In
many instances, customers have changed their purchase plan and picked up
a product from a different brand just because they were convinced that
the new product has a much better functionality
Increase the trust for your Brand:
The presence of your brand and service on multiple
platforms gives the option to customers to rate your services as per
their level of experience. A positive and favorable review left by a
satisfied customer causes the new ones to immediately convert. These days
contacting the social media page of a brand for issue resolution and
other matters is a common thing to do. This, in turn, leads to the
building up of strong image of the brand in the minds of the new
consumers hence leading to more conversions
More and more small businesses are implementing digital marketing
tactics to effectively reach and engage their target consumers online. In
fact, U.S. digital marketing spend will rise to about $332 billion by
2021. Digital marketing tactics has proven to be the most cost-effective
way to reach potential customers.
Reach a bigger audience:
You can get access to a larger and global audience by
using digital marketing methods as the internet has made every country
accessible. In contrast, traditional marketing is limited to a specific
geographical area.
Because via electronic channels and by posting positive comments,
feedbacks about your company/product you (and your happy customers) can
attract new customers and build long-lasting relationship. But, be
careful! It works both ways! Happy customers can help you, but unhappy
customer can harm your business very seriously.
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objectives of digital marketing:
The objectives you decide on for your digital marketing
need to be SMART (Specific, Measurable, Attainable, Relevant and Timely).
The Nine main objectives of Digital marketing are:
To create Brand Awarness

4. To generate potential leads through advertising
To increase engagement amongst the audience related to your domain or
business.
Reducing bounce rate on your website.
Market segmentations on basis of your product.
Increasing customer satisfaction and brand loyalty.
Understanding your consumers needs and connecting with them directly.
Promote your new services or product launches.
Surveys your audience to validate your product and its application in
long run
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how to start digital marketing:
tools for starting this.
why digital marketing is important?
1.Importance of Digital Marketing- Equal Opportunity for all kinds of
businesses
2.More Cost-Effective than Traditional Marketing
"“Up to 40% of respondents claimed getting considerable savings by
using digital marketing methods of promotion for their products and
services"
3.Delivers Conversion
5.Facilitates Interaction with Targeted Audiences
6.Caters to the Mobile Consumer
8.Builds Brand Reputation
9.Aids you earn the People’s Trust
"“90 percent of respondents claimed they would trust information
about a particular brand, product or service if the data comes from
people they know.”
10. Influences prospects take Favorable Action via CTA
11. Lets you be prepared for the IoT
Digital Marketing Importance- Helps you Generate Better Revenues. Along
with better conversion rates created by successful digital marketing
strategies, DM also ensures great revenues. It conveys heaps of gainful
advantages for you and your business appreciates better and higher
incomes
Digital media is so pervasive that consumers have access to information
any time and any place they want it. Gone are the days when the messages
people got about your products or services came from you and consisted of
only what you wanted them to know. Digital media is an ever-growing
source of entertainment, news, shopping and social interaction, and
consumers are now exposed not just to what your company says about your
brand, but what the media, friends, relatives, peers, etc., are saying as
well. And they are more likely to believe them than you. People want

5. brands they can trust, companies that know them, communications that are
personalized and relevant, and offers tailored to their needs and
preferences
34% of the businesses already had an integrated digital marketing plan in
2016
72% marketers believe that traditional marketing is no longer sufficient
and Digital Marketing will make their company revenue to be increased by
30% by the end of 2017
More than 80% of businesses will increase their digital marketing
spending plan that may go beyond the IT budget
The 5Ds of digital marketing:
To understand the importance of digital marketing to the future of
marketing in any business, it’s helpful to think about what audience
interactions we need to understand and manage. Digital marketing today is
about many more types of audience interaction than website or email... It
involves managing and harnessing these ‘5Ds of Digital’ that I have
defined in the introduction to the latest update to my Digital Marketing:
Strategy, Planning and Implementation book. The 5Ds define the
opportunities for consumers to interact with brands and for businesses to
reach and learn from their audiences in different ways:
Digital devices – audiences experience brands as they interact with
business websites and mobile apps typically through a combination of
connected devices including smartphones, tablets, desktop computers, TVs
and gaming devices.
Digital platforms – most interactions on these devices are through a
browser or apps from the major platforms or services, that’s Facebook
(and Instagram), Google (and YouTube), Twitter and LinkedIn.
Digital media – different paid, owned and earned communications channels
for reaching and engaging audiences including advertising, email and
messaging, search engines and social networks.
Digital data – the insight businesses collect about their audience
profiles and their interactions with businesses, which now needs to be
protected by law in most countries.
Digital technology – the marketing technology or martech stack that
businesses use to create interactive experiences from websites and mobile
apps to in-store kiosks and email campaigns.
Three keys to digital marketing success:
What does it take to do digital marketing right? Here are three keys to
digital marketing success:
Manage complex customer relationships across a variety of channels
– both digital and traditional.
Respond to and initiate dynamic customer interactions.
Extract value from big data to make better decisions faster

6. What Is The Future Of Digital Marketing?
The prior framework includes websites, email campaigns,
digital advertisements, basic social media management and basic blog
publishing. It only focuses on increasing visits to websites but has no
focus on lead conversion and proper online lead qualification. This most
recent iteration, though, includes:
More Integrated Global Marketing: Inbound and outbound
marketing should now be combined. In comparison to cold-calling, consider
this "warm-calling." For example, after someone reads a blog article on
your site, follow it up with an email sharing more meaningful content.
A Cohesive Marketing Technology Stack: No one software tool can
save the day. Marketing is not about the creative aspect alone anymore.
Marketing technology infrastructure needs to be designed and integrated
correctly. One social media tool alone will not save the day, nor will
one CRM tool be the solution to a challenge anymore. Consider your full
stack and how it can work together.
Evolving Marketing Roles:
Digital transformation is no longer limited to the CIO. Your
CMO now needs it more than ever. The CMO needs to know more about the
possibilities of implementing marketing automation to not only help
execute on the marketing playbooks but also to help CIOs measure a full,
end-to-end ROI.
Omnichannel Marketing Strategy:
This includes deep analytics and data mining, such as AI and
machine learning. Omnichannel marketing brings a diversity in mediums
when it comes to communicating your brand and value-add. Focusing only on
one medium can be limiting, especially if your buyers don't exist on that
channel.
A Focus On Account-Based Marketing (B2B):
Account-based selling should be an integrated part of your
digital marketing process even if you are a B2B SaaS or a modern managed
service provider (MSP). This will be the key differentiator between B2C
and B2B organizations in 2017 and beyond.
Understanding What Drives Disruption
While working at a Fortune 100 company for nine years before moving
to lead my current team, I became fascinated by customer behavior. What
kinds of digital offerings most deeply engage customers in their digital
lives? I started by looking at some case studies of the products,
services, communications and experiences that had been embraced and
adopted by customers during the first two decades of the internet. Over a
period of seven years working on inbound marketing campaigns, what I
found was a recurring pattern of three behaviors that drove the adoption
of new digital experiences, which I call the three core behaviors of a
network:
Access:

7. Consumers are looking to interact with digital content and access
digital data as quickly and as conveniently as possible. Any offering
that enhances this access is incredibly compelling. Think of text
messaging on early mobile phones, which revolutionized communications
with the ability to receive and send messages from anywhere at anytime.
Engagement:
Once consumers can access this content, they want to engage with
something that fits their needs and is sensory and interactive — from the
early popularity of web portals to the spread of online video, to the
next generation virtual realities. Their digital desires are marked by a
thirst for content. The old media adage that “content is king" is
correct. There is no question that the desire to engage with content is a
key driver of customer behavior.
How are you transforming mass online marketing to one-to-one interaction
and engagement in your online marketing plans? How do you become a source
of valued content for your customer? Always focus on the customer care.
Be consultative in your online conversation. Seek to ask and go deeper
into a prospect's business challenge, and be very honest in your
marketing campaigns to ensure you are progressively qualifying the
prospect.
Customization:
Consumers seek to customize their experiences by choosing and
modifying a wide assortment of information, products and services. In a
generation, customers have gone from having a handful of television
channel options to a digital world with more than a trillion web pages.
They have been trained by their digital networks to expect more options
for personal choice, and they like this. From Pandora’s personalized
radio streams to Google’s search bar that anticipates search terms,
consumers are drawn to increasingly customized experiences
People don’t buy what you do, they buy why you do it - Simon Sinek
The best marketing doesn’t feel like marketing.
Tom Fishburne
Build relationships, not links.
Scott Wyden Kivowitz