Digital marketing is any form of communication aiming to persuade people to purchase a product or service that occurs through some form of digital device. Any marketing that uses electronic devices to convey promotional messaging and measure its impact. In practice, digital marketing typically refers to marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, and social media posts. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing.
While modern day digital marketing is an enormous system of channels to which marketers simply must onboard their brands, advertising online is much more complex than the channels alone. In order to achieve the true potential of digital marketing, marketers have to dig deep into today’s vast and intricate cross-channel world to discover strategies that make an impact through engagement marketing.
What is digital marketing?
Boiled down to its simplest form, and defined in my book Digital Marketing: Strategy, Implementation and Practice as simply:
‘Achieving marketing objectives through applying digital technologies and media.’