Dave Chaffey, author of “Digital Marketing: Strategy, Implementation, and Practice” and other best-selling books on the subject, provides this simple definition: “Digital marketing enables you to achieve marketing objectives through the use of digital technologies and media.”
How do you do this specifically? It 's necessary to manage your company's online presence through various online channels —websites, mobile apps, and social media—and use online communication techniques such as search engine optimization (SEO and CRO), social media marketing, digital advertising (also known as online advertising or internet advertising), and email marketing .
The goal is to attract new customers, provide better service to existing ones, expand and strengthen job seekers database relationships, and improve the customer experience. Technologies (MarTech or marketing technology), such as CRM (customer relationship management) and marketing automation, play a central role.
For digital marketing to be successful, these online activities must be integrated with those carried out in more traditional media , such as print, television, and direct mail, with a view to multichannel communication. In fact, we're talking about multichannel marketing. Online and offline activities must be coherent and integrated , and a strategic marketing plan must continue to define the strategy's key messages.
It starts by defining a proposition, that is, explaining why the company exists and how we can improve it . This includes the lives of its customers, its mission (purpose), what the company does; how it does it better than the competition; and the reasons customers can trust the company.
An increasingly important aspect that defines why customers should choose a company, in addition to the functional advantages and what problem the company's product will solve, is also the satisfaction of benefits that belong to the emotional realm.
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