What IS Digital Marketing? How has it evolved from Traditional Marketing as we know it? and what impact has this had upon Online Marketing and Advertisement overall?
What is Marketing?
The official definition of Marketing according too The Chartered Institute of Marketing (www.cim.co.uk) is: “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
What is the Marketing Mix?
According to Chaffey “Marketing Mix: The series of seven key variables – Product, Price, Place, Promotion, People, Process and Physical Evidence – that are varied by marketers as part of the customer offering.” (Chaffey, 2012)
‘Traditional’ Marketing is predominantly used in the offline sense; e.g. Print Advertising, Newspaper Adverts, Posters, Leaflets, Direct Postage Mail, Television, Radio, Customer Service/Human Interaction. With the introduction of the Internet, and therefore the ever increasing need for consumers to interact and engage online. Marketing as we know it; has evolved into catering for an online audience. Hence the progression into Digital Marketing.
What is Digital Marketing?
The definition of Digital Media and Marketing:
Digital Media: “Communications are facilitated through content and interactive services delivered by different digital technology platforms including the internet, web, mobile, phone, interactive TV, IPTV and digital signage.” (IPTV – Internet Protocol Television). (Chaffey, 2012)
Digital Marketing: “The application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives.” (Chaffey, 2012)
Ultimately, “Digital Marketing can be simply defined as: Achieving marketing objectives through applying digital technologies.” (Chaffey, 2012)
Essentially, Digital Marketing is the utilisation of the Internet in order to reach the desired target market, via some of the following channels:
- Social Media (Facebook, Twitter).
- Websites/Blogs (WordPress.com).
- Multimedia Advertising (YouTube.com).
- Online/Search Engine Adverting (Google Adwords, SEO).
- Email Marketing.
- Interactive Marketing/Apps (Online Competitions, Polls and Gaming – A great example of this is ‘Angry Birds‘ http://www.angrybirds.com).
The introduction of modern technology e.g. Smartphones (Android/IPhone/IOS), Tablets, Laptops, Mobile Devices and the development of ‘Apps’ (Online Applications) allows consumers to be constantly connected online – anytime, anywhere (Internet connection permitting; of course!). Therefore, it is hugely important that Marketing and Advertising Strategies evolve and accommodate; to keep up to date with this trend.
The Evolution of Advertisement
What is Advertising? “Persuading audiences to take action with respect to products, ideas or services.” (Curtis, 2011). This can also be extended, but not limited too; Advertising: “Paid Search, Display Ads, Affiliate Marketing and Digital Signage”. (Chaffey, 2012). E-CRM is also strongly related to Marketing and Advertising, please see the following definition:
Electronic Customer Relationship Management (E-CRM):
“Using digital communications technologies to maximise sales to existing customers and encourage continued usage of online services through techniques including database, personalised web messages, customer services, e-mail and social media marketing.” (Chaffey, 2012)
Companies, Brands and Organisations alike, have all had to adapt from offline to online Marketing and Advertising Strategies. A great example of this is ‘Guinness Ireland‘ (http://www.guinness.com/en-ie/). The following reflects how they have developed their advertising campaigns both on and offline over the years:
Guinness 1930’s Advertising Onwards: Predominantly; hand illustrated print campaigns e.g. Newspaper Ads, Posters, Billboards, progressing into Lithographic/Mechanical Print Processes and Film/Darkroom Photography.
Guinness Present Day Advertising: Modern Digital Printing, Online Channels and Design. Including Vector Design (digitally created artwork), Digital Photography and Multimedia (e.g. YouTube.com Social Media), Television and Radio Advertising.
Guinness.com – Early Television Advertisement (Circa 1955): Guinness Ireland Website Link – http://www.guinness.com/en-ie/Adsdetails.html?adid=130
Guinness.com – Modern Day Television/Viral Online Advertisement (Circa 2013):
See also these examples of Cirque Du Soleil’s print advertising progression:
In conclusion, Where is Digital Marketing and Advertising headed now? What is the future? – will everything be accessible online only? or will there still be a niche market for Print Advertisement and Communication? Will people still appreciate having something tangible; like a Book, Newspaper or Leaflet in their hands to peruse?
The following is a quote that is quite relevant overall:
“Innovate, Seperate – You innovate to be the best, to seperate yourself from the rest.”
B. O’Carroll, 2013.
I hope that you enjoyed reading this article, and I welcome your thoughts, discussion and any comments that you may have!