Digital 5D' and Smart Insights Defining the scope of digital marketing by using the RACE scheme framework
My recent blog post on digital marketing trends shows the latest innovations, but here we go back to basics to define digital marketing.
This is important because in some businesses, especially for more traditional marketers or business owners, 'digital' is easily taken for 'our website' or 'our facebook page'.
This thinking limits the scope and scope of management and means that the activities managed can be remembered.
Types of digital marketing
We prefer to use the term "digital marketing channel" rather than "type" because each channel can be used to reach potential customers, depending on the level of integration and strategies implemented in your digital marketing strategy and campaigns. Can be complex on
Our race planning frame maps online customer travel on all possible touchpoints, in which scale and opportunity offer digital marketing - more than just "website" or "a Facebook page".
The 5Ds of digital marketing
To understand the importance of digital marketing in the future of marketing in any business, it is helpful to understand that the interaction of audience needs to be understood and managed by us.
Digital marketing today is about the connectivity of many types of audiences in comparison to the website or email.
This includes the management and use of these '5D Digital' defined in the introduction to the latest updates of these digital devices: Strategy, Plan, and implementation book.
5D Consumers interact with brands and define opportunities for businesses to learn and learn from their audience in different ways:
Digital devices - Experience Audience brands because they usually interact with business websites and mobile apps through a combination of connected devices, including smartphones, tablets, desktop computers, TVs, and gaming devices.
Digital platform - Most interactions on these devices are through browser or application of major platforms, which are Facebook (and Instagram), Google (and YouTube), Twitter and LinkedIn.
Digital Media - Different payments, ownership and earned communication channels to reach and attract viewers, including ads, emails and messages, search engines and social networks.
Digital Data - insights into business gatherings about their audience's profile and their interaction with businesses, which are now required to be protected by law in most countries.
Digital technology - Marketing techniques or match stacks that use to create interactive experiences in in-store kiosks and email campaigns from business websites and mobile apps.
Defining Digital Marketing
The use of the Internet and other digital media and technologies to support 'modern marketing' has given rise to a quaint series of labels and dictionaries created by both academic and professional.
It is called digital marketing, internet marketing, e-marketing and web marketing and these alternate words vary by time ...
Digital marketing is the most commonly used word today because we can see from these digital marketing definitions, this is the word that we focus on.
Due to the recent debate about the use of the term 'digital marketing', we thought it would be useful to pinpoint the digital tools through definition.
What Definitions Mean? We feel that they typically do something between an organization or a business and its customers, so we need clarity to support the goals and activities that support digital transformation.
As we will see, many other definitions are misleading.
Boiled in its simplest form, Digital Marketing is simply defined in my book Digital Marketing: Strategy, Implementation, and Practice:
"To achieve marketing objectives through the implementation of digital technologies and media."
I extend to expand this definition of digital marketing, practically, the company's website presence in digital marketing and management of various forms of presentations like company websites, mobile apps, and social media company pages.
It is in collaboration with online communication technologies that include a partnership with search engine marketing, social media marketing, online advertising, e-mail marketing and other websites.
These techniques are used to support the objectives of acquiring new customers and providing services to existing customers, which help develop customer relationships through e-CRM and marketing automation.
However, to succeed in digital marketing, as part of multichannel marketing communication, there is still a need for the integration of these technologies with traditional media such as print, TV and direct mail.
If we look at these other definitions of digital marketing such as the definition of digital marketing from SAS:
What is digital marketing and why does it make any difference? Or this alternative definition of digital marketing from Wikipedia we can see that often focus on promoting products and services by using digital media rather than more overall definition, emphasizing the importance of customer experience, relationship development, and multichannel integration is.
So for us, within the scope of this period, the activities of the customer lifecycle should include:
- Digital media and communication channels
- Digital and mobile experiences such as web design and mobile apps
- Chance and Customer Relationship Management Through Marketing Automation
- Integrating Digital Strategy and Multichannel Communication and Experiences
- Digital technologies and platforms to manage all digital marketing activities
The role of the digital platform in supporting integrated multichannel marketing is an important component of digital marketing, yet it is ignored. In many ways, it tells how important it is to break the silo between 'digital' and 'traditional' marketing departments.
Online channels can also be managed in order to support the entire purchase process for sale from pre-sale to sale and further development of customer relationships.
Access our digital marketing strategy and planning resources and PDFs
We have various types of resources within the Digital Marketing Strategy and Planning Toolkit, which are paid to help managers plan, manage and optimize their digital marketing and easily create digital marketing strategies. Some resources include:
- Free: Digital Marketing Plan Template
- Digital marketing plan workbook
- Digital Marketing Optimization Guide
- Digital Marketing Strategy Audit / Health Check
- Digital Marketing Plans Spreadsheets
- Define marketing
It is important to remember that just because digital marketing uses different communication technologies for traditional marketing, its end objective is not different from those goals which are always in the market.
It is easy to set goals for digital marketing on the basis of 'likes' or number of followers like 'Vanity Metrics', so it is useful to keep in mind this definition of advanced marketing by the Chartered Institute of Marketing:
"Marketing is a management process that is responsible for identifying, estimating and satisfying customers' needs".
This definition emphasizes the focus of marketing on the client while simultaneously indicating the need to join other business operations to achieve this profitability.
Even so, it is a weak definition in relation to digital marketing because it does not emphasize the communication that is very important for digital marketing.
My co-authors, PR Smith and I focus on digital marketing excellence that digital marketing can be used to do these things as follows:
Identity - Internet access can be done for marketing research to know the needs and desires of the customers
Guessing - The Internet provides an additional channel through which customers can access information and make purchases - this demand is important for controlling processing allocation.
Satisfaction - An important success factor in digital marketing is acquiring customer satisfaction through the digital channel, which raises such issues: Is the site easy to use, whether it performs well, what is the standard of related customer service Is and how are physical products sent?
Optimizing digital marketing can be difficult, and a simple definition is not necessarily something useful to achieve business objectives.
This is where RACE Digital Marketing Planning Framework comes in because it can help digital marketing easier to manage those areas that can be planned, managed and optimized.
Our graphical summary definition of the scope of digital marketing
'What is digital marketing?' To answer the question, we have put together this new visual definition that summarizes all the activities that make up digital marketing, which requires the smart insight to be managed in the Rake planning framework.
It is used in the new, 6th edition of Dave's Digital Marketing Book.
We explain the best practices for all of them in our Digital Marketing Earning Course. Infographic is divided into activities to develop and manage digital strategy at the top of the marketing activities below.
Conclusion
Therefore, digital marketing is about using digital technology to achieve marketing objectives. There is no urgent need for digital marketing to be completely separate from marketing because the objectives of both are the same.
However, for now, it remains a useful word because digital marketing requires a certain skill set to effectively use digital technology.
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