According to SAS, digital marketing involves the promotion of materials and brands using single or multiple forms of electronic media. Types of digital marketing include banners, common frameworks that allow data to be shared and reused across various applications, enterprise and community boundaries. Some other types of digital marketing use social media, and mobile platforms to promote their brands, services and materials.
Digital marketing is distinctive from other types of traditional marketing in that it typically uses channels or methods that allow a marketer to evaluate their campaign in real time. Each channel of digital marketing, thanks to the Internet, is able to view the effectiveness of their campaign by tallying the collective responses of their advertisements. Each article of promotion has the potential of being clicked by potential clients. By clicking the ad diverts, the potential client’s current search onto a new channel where more than likely there will be other products of services that might be of interest to the client. Another unique aspect of digital marketing is that with each click a user makes, various Internet browser platforms will save their search history. The purpose of this is that ads that fit the user’s search history will typically display in ad space on the webpages that the user visits.
Digital marketing doesn’t just involve Internet browsers however, promotional materials can also be sent via text messaging directly to a user’s mobile device. They can also display as banners streamed across mobile platform applications that a user uses. They can take the form of digital billboards, which are similar to more traditional forms of advertising. One important aspect of digital marketing that should be stressed however is that it is no longer just advertisements that allow a company’s products to be presented to the public. Unlike in the past, a company has a stronger reason to maintain a public opinion. Many Internet sites offer reviews of products and services that any member can easily access with a couple of keystrokes.
Therefore, what potential customers are looking for more than anything else, are brands that they can trust to offer solutions that are relevant to their needs. This is where a company’s relationship with their customers becomes important. Digital marketing includes gathering information about customers across multiple platforms. Companies can gather customer’s expectations and preferences across all channels and use this information to guide them in making smart purchases.
