Define the scope of Digital Marketing

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Digital Marketing Lahore presents the latest innovations, but let’s get back to the basics of  defining digital marketing. This is important to the extent that in the business world, especially traditional marketers or business owners, the term”digital” simply refers to “our website” or “our Facebook page”. This way of thinking limits the scope and possibilities of what is being managed and means that activities that should be managed can be missed.

Types of digital marketing

We prefer to use the term “digital marketing channels” rather than “types” because each channel that can be used to reach potential customers can be complex depending on the level of integration and tactics you apply in your strategy and campaigns. Our RACE Planning Framework traces the online customer journey through all potential points of contact, showing the breadth and opportunities offered by digital marketing – more than a “website” or “a Facebook page”.

The 5D of digital marketing

To understand the importance of digital marketing for thefuture of marketing in any business, it is helpful to think about the interactions with the audience that we need to understand and manage. Digital marketing today involves many more types of interactions with the public than websites or e-mails. It involves the management and exploitation of these”digital 5D” defined in the introduction of the latest update of my digital marketing: strategy, planning and implementation. The 5Ds define the possibilities for consumers to interact with brands and businesses to reach and learn from their audiences in different ways:

Digital devices:The public feels the marks when they interact with professional websites and mobile apps through a combination of connected devices, including smartphones,tablets, desktops, TVs, and game consoles.

Digital Platforms: Most interactions on these devices are via a browser or applications from major platforms or services, such as Facebook (and Instagram), Google (and YouTube),Twitter, and LinkedIn.

Digital Media:Different paid, owned and acquired communication channels to reach and engage the public, including advertising, email and messaging, search engines and social networks.

Digital Data: Information companies collect about their audience profiles and their interactions with businesses, which must now be protected by law in most countries.

Digital technology: Marketing technology that businesses use to create interactive experiences from websites and mobile apps, in-store kiosks, and email campaigns.

Define digital marketing

The use of the Internet and other digital media and technologies to support “modern marketing” has created a be wilde ring array of labels and jargons created by academics and professionals. It has been called digital marketing, internet marketing, e-marketing and web marketing,and these alternatives the terms have varied over time. The term “Digital Marketing Lahore” is the most frequently used term today, as these definitions of digital marketing indicate. So that’s the term we’re focusing on. Due to the recent debate over the use of the term digital marketing we thought it would be useful to define exactly what digital means by definition. Are definitions important? We think so, because within an organization or between a company and its customers, we need clarity to support the goals and activities that support digital transformation. As we will see, many other definitions are misleading.

Achieve marketing goals by applying technology and digital media

I develop this definition of digital marketing to explain that, in practice, digital marketing includes the management of different forms of online presence and business presence, such as corporate websites, mobile apps, and pages. Corporate social media. This approach is associated with online communication techniques, including search engine marketing, social media marketing, online advertising, email marketing and partnership agreements with other websites.

These techniques are used to support new customer acquisition goals and to provide existing customers with services that help build customer relationship through e-CRM and marketing automation. However,for digital marketing to succeed, there is still a need to integrate these techniques with traditional media such as print, television, and direct mail as part of multi-channel marketing communication. Or this alternative definition of digital marketing, we can see that the focus is on promoting products and services using digital media rather than a more comprehensive definition covering customer experiences, relationship development and highlighting the importance of multi channel integration. So for us, the scope of the term should include activities throughout the customer’s life cycle:

Digital media and communication channels

Lead Management and Customer Relations via Marketing Automation

Digital Agenda and Integration of Multi channel Communications and Experiments

The role of digital platforms in supporting integrated multi channel marketing is an important part of digital marketing, but is often over looked. In many ways, it shows how important it is to break down silos between “digital” and “traditional” marketing departments.Online channels can also be managed to support the entire buying process, from pre-sales to post-sale and further development of customer relationships.

Define marketing

It’s important to remember that while digital marketing uses different communication techniques than traditional marketing, its end goals do not differ from those of marketing. It can be easy to set goals for digital marketing based on “vanity metrics” such as the number of”likes” or followers. It is therefore useful to keep in mind this definition of advanced marketing by the Chartered Institute of Marketing:

“Marketing is the management process that identifies, anticipates and satisfies customer needs in a cost-effective manner.”

This definition focuses on customer-centric marketing while involving the need to link with other business operations to achieve this profitability. Yet this definition is weak in digital marketing because it does not focus on the communications that are so important to digital marketing. In Digital Marketing Excellence, my co-author, PR Smith, and I note that digital marketing can be used to support the following goals:

Identify: The Internet can be used for marketing studies to find out the needs and wishes of customers.

Anticipate: The Internet provides an additional channel through which customers can access information and make purchases – assessing this demand is critical to managing resource allocation.

Satisfactory: A key success factor for digital marketing is customer satisfaction via the digital channel, which raises questions such as is the site easy to use, does it work properly? What is the associated level of customer service and how are physical products shipped?

The optimization of digital marketing can be tricky and a simple definition does not necessarily translate into a useful element in achieving business objectives. This is where the RACE Digital Marketing Planning Framework comes in because it can help break down digital marketing into easier-to-manage areas that can then be planned, managed, and optimized.


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