Digital marketing is a marketing tool that enables Internet and online-based digital technologies such as desktop computers, Mobile phones, and other digital media and platforms to promote products and services. In its development in the 1990s and 2000s, Brands and businesses have changed the way they use technology for marketing. As digital platforms become increasingly involved in marketing Planning and everyday life and people in physical stores, increasingly using digital devices instead of watching digital marketing campaigns Search Engine Optimization (SEO), Search Engine Marketing (SEM), Content Marketing, Influencer marketing, content automation, promotional marketing, data-driven marketing, e-commerce marketing, social media marketing, Social media optimization, e-mail direct marketing, display advertising, e-books and optical DC and games have become commonplace. Digital Marketing Non-Internet Channel Research Identifying Digital Media, Mobile Phones (SMS & MMS), Callback, Mobile Ring Tone Non-Internet Channel Processors Identify Digital Marketing From Online Marketing.
History
The development of digital marketing is inseparable from the development of technology. One of the key issues 19 began in 1971 when Ray Tomlinson sent the first email and set up his technology The platform allows people to send and receive files through different machines. However, more Recognized as the beginning of digital marketing during the 1990s it was as it was here in Archie The search engine was created as an indicator for FTP sites. Computer storage capacity in the 1980s
Already large enough to store a huge amount of customer data. Companies started choosing online strategies, such as database marketing than listed brokers. These databases allow companies to track customer information more efficiently, Thus transforming the relationship between buyer and seller. However, the manual process was not very efficient.
The term digital marketing was first coined in the 1990s. With the introduction of server/client architecture with the popularity of personal computers, customer relationship management (CRM) applications became an important aspect of marketing technology. Intense competition forced vendors to include more services Their software includes, for example, marketing, sales, and service applications. Marketers were able to After the birth of the Internet, ECRM software contains huge amounts of customer data. Companies can update data and Prioritize customer needs and their experience. This led to the first clickable banner ad It went live in 1994. It was a "You Will" campaign run by It & T and lasted for the first four months. Live, 44% of all people who viewed it clicked on the ad.
Consumers started in the 2000s with the growing number of Internet and the birth of the iPhone Searching for products instead of consulting and deciding on their needs online beforehand sales agency, which has created a new problem for any company’s marketing department. Also, A 2000 UK survey found that most retailers did not register on their own. Domain address. These issues encouraged marketers to find new ways to integrate digital technology into market development.
In 2007, marketing automation evolved as a response to the evolving marketing climate. Marketing automation is a process by which software is used to automate conventional marketing. Process marketing automation companies help launch multichannel marketing in the customer segment Provide promotions and personalized information for customers. However, the speed of its adaptability The customer wasn't fast enough on the device.
Digital marketing became more sophisticated in the 2000s and 2010s, when it spread The sudden increase in the number of devices capable of accessing digital media led to statistics in 2012 and produced in 2013 showing that digital marketing is still growing. With the development of social media 2000s, like LinkedIn, Facebook, YouTube, and Twitter, consumers become increasingly dependent on digital Electronics in daily life. Therefore, they expected a non-stop user experience across different channels for searching product information. Improve customer behavior change Variety of marketing technology.
Digital marketing became more sophisticated in the 2000s and 2010s, when it spread The sudden increase in the number of devices capable of accessing digital media led to statistics in 2012 and produced in 2013 showing that digital marketing is still growing. With the development of social media 2000s, like LinkedIn, Facebook, YouTube, and Twitter, consumers become increasingly dependent on digital Electronics in daily life. Therefore, they expected a non-stop user experience across different channels for searching product information. Improve customer behavior change Variety of marketing technology. A popular word. In Italy, digital marketing is referred to as web marketing. Digital worldwide Marketing has become the most common term, especially since 2013.
Digital marketing became more sophisticated in the 2000s and 2010s, when it spread The sudden increase in the number of devices capable of accessing digital media led to statistics in 2012 and produced in 2013 showing that digital marketing is still growing. With the development of social media 2000s, like LinkedIn, Facebook, YouTube, and Twitter, consumers become increasingly dependent on digital Electronics in daily life. Therefore, they expected a non-stop user experience across different channels for searching product information. Improve customer behavior change Variety of marketing technology. A popular word. In Italy, digital marketing is referred to as web marketing. Digital worldwide Marketing has become the most common term, especially since 2013. Behavioral advertising (OBA) for Internet users, but OBA raises concerns about Customer privacy and data protection.
The new non-linear marketing approach
Nonlinear marketing, a form of interactive marketing, is a long-term marketing method that allows businesses to gather information about Internet users' online activities and try to be visible on multiple occasions.
One of the main purposes of modern digital marketing is to increase brand awareness, how consumers and the general public are familiar and recognized with a particular brand.
It is important to increase brand awareness in digital marketing and marketing in general because of its impact on brand perception and consumer decision-making. According to the 2015 article, "The Impact of Brands on Consumer Behavior":
“Brand awareness is considered as one of the basic dimensions of brand equity Be a prerequisite to the consumer’s buying decision, as it presents the main reason for inclusion A brand in the set to consider. Brand awareness can also affect the perceptions of consumers Because of their familiarity with the brand and their confidence in the evaluation and purchase decision of Its features. "
Recent trends show that businesses and digital marketers are prioritizing brand awareness, and Focusing on their more digital marketing efforts in brand recognition and restoration farming This is confirmed by the Content Marketing Institute study of 2019, which is compared to the previous year It was found that 811% of digital marketers have worked to increase brand recognition over the past year.
Another Content Marketing Institute survey revealed that 89% of B2B marketers now think it is more important to improve brand awareness than efforts to increase sales.
Raising brand awareness focuses on digital marketing strategies for a variety of reasons:
* Increase in online shopping. According to a survey conducted by Statista, 230.5 million people in the United States will use the Internet to compare and buy products by 2021, up from 209.6 million in 2016 on digital channels in business in 2018.
* The role of digital interaction in customer behavior. It is estimated that all retail purchases made in the United States online are affected to some degree by conversations with a brand.
* Growing Impact and Role of Brand Awareness in Online Consumer Decision Making: Shop Searching Services 2% of online shoppers prefer brands they know.
* Social media use, benefits, and impact. A recent report from Hutsuit has speculated there There were more than 3.4 billion active users on social media platforms, an increase of 9% since 2018. A 2019 survey by Manifest found that 74% of social media users follow brands on social sites, And 96% of people who follow the business are also involved with these brands on social platforms. According to Deloitte, one in three consumers in the United States is influenced by social media when making purchases The product, when 47 years a millennium a social fact when creating their interaction with a brand Purchase.
The online method used to create brand awareness
Digital marketing strategies may include the use of one or more online channels and strategies (almiCanel) to increase brand awareness among consumers.
Building brand awareness may involve
methods/tools such as:
Search engine optimization (SEO)
Search engine optimization strategies can be used to improve the visibility of business-related websites and brand-related content for general industry-related search queries.
The importance of SEO in increasing brand awareness is mentioned in relation to the growing impact of search results and search features such as snippets, knowledge panels, and local SEO featuring customer behavior.
Nonlinear marketing strategies involve the effort to adapt the ad to different platforms and make the ad more relevant to different individual buyers rather than a wider audience.
Tactics may include:
* Search engine optimization (SEO)
* Social media marketing
* Video marketing
* Email marketing
* Blogging
* Website marketing
* Paid search/contextual advertising
Some studies indicate that consumers are responding to traditional marketing methods Less predictable for businesses. According to a 2018 survey, about 90% of online customers are in it The United States researched products and brands online before visiting or buying the store. The Global Web Index estimates that in 2018, 50% of consumers have researched products On social media. Businesses often rely on individuals to portray their products in a positive light Targeting people on social media and big social media can adapt their marketing strategy Follow to generate such comments. In this way, businesses can use customers it Advertises their products or services by reducing costs for the company.
Brand awareness
One of the main purposes of modern digital marketing is to increase brand awareness, how consumers and the general public are familiar and recognized with a particular brand.
It is important to increase brand awareness in digital marketing and marketing in general because of its impact on brand perception and consumer decision-making. According to the 2015 article, "The Impact of Brands on Consumer Behavior":
“Brand awareness is considered as one of the most basic dimensions of brand equity Customers are a prerequisite for the decision to buy, because it presents the main reason for including it Brand consideration set. Brand awareness can also affect the perceptions of consumers Because of their familiarity with the brand and their confidence in the evaluation and purchase decision of Its features. "
Recent trends show that businesses and digital marketers are focusing on brand awareness, focusing more digital marketing efforts in cultivating brand recognition and recovery than ever before This year it was proven by the Content Marketing Institute Study of 2019, which found that 81% of digital Marketers have worked to increase brand recognition over the past year.
Another Content Marketing Institute survey revealed that 89% of B2B marketers now think it is more important to improve brand awareness than efforts to increase sales.
Raising brand awareness focuses on digital
Marketing strategies for a variety of reasons:
* Increase in online shopping. According to a survey conducted by Statista, 230.5 million people in the United States will use the Internet to compare and buy products by 2021, up from 209.6 million in 2016 on digital channels in business in 2018.
* The role of digital interaction in customer behavior. It is estimated that all retail purchases made in the United States online are affected to some degree by conversations with a brand.
* Growing Impact and Role of Brand Awareness in Online Consumer Decision Making: Shop Searching Services 2% of online shoppers prefer brands they know.
* Social media use, benefits, and impact. A recent report from Hutsuit has speculated there There were more than 3.4 billion active users on social media platforms, an increase of 9% since 2018. A 2019 survey by Manifest found that 74% of social media users follow brands on social sites, And 96% of people who follow the business are also involved with these brands on social platforms. According to Deloitte, one in three consumers in the United States is influenced by social media when making purchases of Products, while 47 years of millennials socialize their interactions with a brand when purchasing.
The online method used to create brand awareness:
Digital marketing strategies may include the use of one or more online channels and strategies (almiCanel) to increase brand awareness among consumers.
Building brand awareness may involve methods
/tools such as:
Search engine optimization (SEO)
Search engine optimization strategies can be used to improve the visibility of business-related websites and brand-related content for general industry-related search queries.
The importance of SEO in increasing brand awareness is mentioned in relation to the growing impact of search results and search features such as snippets, knowledge panels, and local SEO featuring customer behavior.
Search engine marketing (SEM)
SEM, also known as PPC advertising, involves the purchase of advertising space on the search results pages and at the top, the visible position of the website. Search ads have been shown to have a positive effect on brand recognition, awareness, and conversions.
33% of searchers who click on a given ad do so because they directly answer their specific search query.
Social media marketing
70% of marketers list raising brand awareness as their first goal for marketing on social media platforms. Facebook, Instagram, Twitter, and YouTube are currently listed as the top platforms used by social media marketing teams.
Content marketing
56% of marketers believe in personalized content - brand-centric blogs, articles, social updates, videos, and landing pages - improving brand recall and engagement.
According to Mentalities, an active and consistent content strategy that incorporates elements of interactive content creation, social posting, and guest blogging can improve brand awareness and loyalty by 88%.
Development and Strategy
One of the major changes that took place in traditional thematic marketing was the "Rise of Digital Marketing" (Patrutu Baltes, Loredana, 2015), which led to a rearrangement of marketing strategies to adapt to this major change in conventional marketing (Patrutu Baltes, 2015).
Since digital marketing relies on technology that is always evolving and fast-changing, the same features should be expected from digital marketing developments and strategies. This section attempts to qualify or differentiate between existing and significant highlights as of press time.
* Segmentation:
The department has been given more focus on digital marketing to target specific markets in both business-to-business and business-to-consumer.
* Influencer marketing:
Important nodes are identified in related communities, known as influencers. It is becoming one important concept in digital targeting. Influencers allow brands to take advantage of social media And the large audience available on many of these platforms. It is possible to reach out to influential people Through paid ads such as Facebook ads or Google AdWords promotions or through Sophisticated SCRM (Social Customer Relationship Management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM, and Sales CRM. Many universities now focus on engagement strategies for influencers at the masters level.
In short, Pool Digital Marketing customers are characterized by actively searching for marketing content, while pushing digital marketing occurs when marketers send messages without actively searching for that content recipients.
* Online Behavioral Advertising:
Such is the practice of collecting information about an online activity over time on specific devices and on various related, related websites in order to serve ads according to the interests and preferences of that user.
* Collaborative environment:
A collaborative environment can be established between companies, technology service providers, And digital agencies to optimize efforts, resource sharing, reusability, and communications. Additionally, companies are invited to help their customers better understand how to serve them. Them. This source is called user-generated content. Most of it is acquired through the company Websites where the company invites people to share ideas evaluated by other Site users. The most popular concepts are evaluated and applied in any form. Uses it Methods of acquiring data and developing new products can encourage relationships between companies and Their customers as well as spawn ideas that would otherwise be ignored. UGC's low-cost advertising comes directly from consumers and it can save advertising costs for the company.
* Data-driven ads:
Users generate a lot of data at every step of the customer journey and the way brands will find it Now use that data to activate their familiar audience with data-driven programmatic media purchases. User data can be collected from digital channels without disclosing customers' privacy (E.g. when a customer visits a website, reads an e-mail, or launches and interacts with the brand's mobile Applications), brands can collect data from real-world customer interactions such as bricks and mortar Inspect and store CRM and sales engine datasets. Also known as people-based marketing or Addressable media empowers data-driven advertising brands to find their loyal customers and Deliver in real-time highly relevant to their audience and each time customer’s moments and activities.
An important consideration today when deciding on a strategy is that digital tools have democratized the promotional landscape.
* Re-marketing:
Re-marketing plays a major role in digital marketing. This strategy is commonly referred to as a webspace searcher in front of a category of marketers' interest or a defined audience, whether they have searched for specific products or services or visited a website for a specific purpose.
* Game advertising:
Game ads are ads that exist in computers or video games. One of the most common examples of game advertising is billboard in-game ads displayed in sports games that can become brand-name products such as guns, cars, or clothing that exist as gaming status symbols.
The new digital age has enabled brands to choose what their customers can potentially choose Businesses can now use social based on their brand interest or previous browsing interests The media to choose the age range, location, gender, and who is interested in their goals See you in the post. In addition, they can be 'followed' based on the customer's recent search history This allows them to see ads for similar brands, products, and services on the Internet Businesses target specific customers that they know and feel will benefit the most from them. Products or services, something that had limited capabilities until the digital age.