D'EDGE PROMOTIONS
D'EDGE PROMOTIONS
What is digital marketing?
5Ds of digital :
'digital' is simplistically taken to mean 'our website' or 'our facebook page'
Types of digital marketing :
We prefer to use the terminology "digital marketing channels" rather than "types" as each channel that can be used to reach potential customers can be complex depending on the level of integration and tactics you apply across your digital marketing strategy and campaigns.
Our RACE planning framework maps the online customer journey across all potential touchpoints, showing the scale and opportunity digital marketing provides - more than just "a website" or "a facebook page".
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.
Defining digital marketing :
The use of the internet and other digital media and technology to support ‘modern marketing’ has given rise to a bewildering range of labels and jargon created by both academics and professionals. it has been called digital marketing, internet marketing, e-marketing and web marketing and these alternative terms have varied through time...
Digital Marketing is the term most frequently used today, as we can see from these digital marketing definitions, so that is the term we focus on.
Because of the recent debate about the use of the term ‘digital marketing’, we thought it would be useful to pin down exactly what digital means through a definition. 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.
If we look at these other definitions of digital marketing such as this definition of digital marketing from SAS: what is digital marketing and Why does it matter? or this alternative definition of digital marketing from Wikipedia we can see that often there is a focus on promoting of products and services using digital media rather than a more holistic definition covering customer experiences, relationship development and stressing the importance of multichannel integration. So for us, the scope of the term should include activities across the customer lifecycle:
Digital media and communications channels
digital and mobile experiences such as web design and mobile apps
Prospect and customer relationship management through marketing automation
Digital strategy and integrating multichannel communications and experiences
Digital technologies and platforms to manage all digital marketing activities
The role of digital platforms in supporting integrated multichannel marketing is an important component part of digital marketing, yet is often overlooked. in many ways, this highlights how important it is to break down silos between ‘digital’ and ‘traditional’ marketing departments. online channels can also be managed to support the whole buying process from pre-sale to sale to post-sale and further development of customer relationships.
What is digital marketing?
5Ds of digital :
'digital' is simplistically taken to mean 'our website' or 'our facebook page'
Types of digital marketing :
We prefer to use the terminology "digital marketing channels" rather than "types" as each channel that can be used to reach potential customers can be complex depending on the level of integration and tactics you apply across your digital marketing strategy and campaigns.
Our RACE planning framework maps the online customer journey across all potential touchpoints, showing the scale and opportunity digital marketing provides - more than just "a website" or "a facebook page".
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.
Defining digital marketing :
The use of the internet and other digital media and technology to support ‘modern marketing’ has given rise to a bewildering range of labels and jargon created by both academics and professionals. it has been called digital marketing, internet marketing, e-marketing and web marketing and these alternative terms have varied through time...
Digital Marketing is the term most frequently used today, as we can see from these digital marketing definitions, so that is the term we focus on.
Because of the recent debate about the use of the term ‘digital marketing’, we thought it would be useful to pin down exactly what digital means through a definition. 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.
If we look at these other definitions of digital marketing such as this definition of digital marketing from SAS: what is digital marketing and Why does it matter? or this alternative definition of digital marketing from Wikipedia we can see that often there is a focus on promoting of products and services using digital media rather than a more holistic definition covering customer experiences, relationship development and stressing the importance of multichannel integration. So for us, the scope of the term should include activities across the customer lifecycle:
Digital media and communications channels
digital and mobile experiences such as web design and mobile apps
Prospect and customer relationship management through marketing automation
Digital strategy and integrating multichannel communications and experiences
Digital technologies and platforms to manage all digital marketing activities
The role of digital platforms in supporting integrated multichannel marketing is an important component part of digital marketing, yet is often overlooked. in many ways, this highlights how important it is to break down silos between ‘digital’ and ‘traditional’ marketing departments. online channels can also be managed to support the whole buying process from pre-sale to sale to post-sale and further development of customer relationships.
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