Getting Values from Digital Marketing
Journal Title: International Journal of Marketing and Technology - Year 2011, Vol 1, Issue 3
Abstract
Objectives: - In 1994, only $135 million was spent on advertising on interactive media, most of it on online services and CD-ROMs. This poor showing occurred in spite of significant trial by top leading advertising agencies, which exhibited strong awareness of interactive media and believed them relevant to the goods and services they marketed. Now they have started thinking about the new vehicle of promotion in terms of Internet Marketing and Digital Marketing. Many companies are waking up to the potential of the interactive consumer market. Interactive media is likely to revolutionize marketing for many consumer companies because it allows marketers to deliver real-time, personalized services and content, one consumer at a time. It is what we call Digital Marketing. The term Digital Marketing has been coined around March 2010. Digital Marketing is now a well accepted term, used to refer the intersection of social media, communication, media, information technologies and, of course internet marketing. Internet Marketing versus Digital Marketing: -There is still a lot of confusion between Internet Marketing and Digital Marketing. Internet Marketing has been around for 5 to 10 years now. It consists of using the internet to find an audience, performing research to offer relevant offers to that audience. In many cases, internet marketers don‟t have a product for that audience themselves, but search affiliate networks such as City Bank to satisfy their prospects. But Digital Marketing is a term that has been around for quite awhile but hasn‟t been very well defined, encompassing things like banner advertising, search engine optimization (SEO) and pay per click. It is the practice of promoting products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. It is the promotion of brands using all forms of digital advertising channels to reach consumers. This now includes Television, Radio, Internet, mobile, social media marketing and any other form of digital media. Impact and consequences of Digital Marketing: - Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor. Broadband Internet, Wi-Fi and phone Web access are also spurring growth worldwide. A recent report showed that Web usage increased 10% from last January to this January globally. Not surprisingly, billions of marketing dollars spent on traditional channels is already starting to shift to digital marketing campaigns and this will continue to increase as the Web matures. But what will be the organizing activity for Digital Marketing, what will be the metrics for Digital Marketing and what will be the ways for getting values from Digital Marketing? It is a main question mark for assessing the Digital Marketing.
Authors and Affiliations
Mr. Manish kumar and Dr. Bhuvnender Chaudhary
Keywords
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