Although the digital world is constantly evolving, this could be the best definition of digital marketing at the moment…
Digital marketing can be defined as “applying the marketing strategies used in digital media.” It can also be defined as “the interactive, focused and measurable marketing carried out by means of digital technologies in order to reach and create potential consumers.”
How did all start?
From the 60s, marketing started to consider some aspects of clients’ social lives. Later in the 70s and 80s appeared what we call social marketing. Marketers started to take into account the social effects of market practices.
More specifically, 1973 was the beginning of digital age.
During that same year, Motorola made the first call by mobile phone. It was in 1981 when IBM launched the first computer. And three years later, Apple launched its first Macintosh, which they advertised during the Super Bowl, reaching 48% of audiences in the USA.
At the beginning of the 90s, 2G was born as the precursor of mobile TV. Later in the 90s and 2000s, marketing started to include a more strategic vision and reinvented itself with new methods. The brand and the consumer became more related.
During the years 2003-2004, social networks such as MySpace or Linkedin appeared. And later in 2010 we started to focus in what we call inbound marketing: multidirectional marketing based on the client.
Little by little, companies started to understand that investing in inbound marketing was more beneficial than investing money in TV, radio, and other media campaigns. Moreover, this kind of marketing uses segmentation to reach the desired target more accurately. This is the era of interconnectivity.
What is the future of all this?
In 2016, there are 2 billion Smartphone users around the world, and more than a billion tablet users. Thanks to this we can picture the future. We expect that by 2018, 1.5 billion people will be using tablets.
We no longer focus on the market, and instead focus on the buyer. From there, we have started to focus on the client, paying special attention to the “person.” The key is to identify the behaviour of the people that consume our products.
Traditional marketing vs. Digital marketing:
First, we must remember that digital marketing comes from the traditional one. We consider that traditional marketing is “any kind of marketing that pushes products and services to consumers.” However, digital marketing is a “combination of tactics based on attracting, instead of buying, the interest of public.”
- – One-way communication.
- – Look for consumers by means of printed ads, TV, performances, radio, and advertising.
- – Impact is unmeasurable.
- – This marketing rarely tries to understand and educate.
- – Interactive and two-directional
- – Consumers find us by means of search engines, indications and social media.
- – Impact is measurable and analyzable.
- – This marketing tries to understand and educate.
Digital marketing plan:
A digital marketing plan is a document that includes the objectives and strategies of a company in a digital environment. It outlines a plan with steps that must be followed in order to achieve specific goals. It always answers these two questions:
- – What do I want to achieve?
- – How can I achieve it?
A digital marketing plan is absolutely necessary to make online marketing efforts effective.
According to Philip Kotler, recognized as the worldwide authority on marketing, traditional marketing is out-dated and we must evolve to a marketing that meets current needs.