Digital Marketing 2020 Complete Hack Guide
Digital marketing is the marketing component that uses digital technologies based on the Internet and online, such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the years 1990 and 2000, changed the way brands and companies use technology for marketing. As digital platforms were increasingly incorporated into marketing plans and daily life, and as people use more and more digital devices instead of visiting physical stores, digital marketing campaigns have become frequent, employing Combinations of search engine optimization (SEO), search engine marketing (SEM), has become content marketing, influence marketing, content automation, campaign marketing, data-based marketing, e-commerce marketing, social media marketing, social media optimization, direct email marketing, graphic advertising, electronic books and optical discs and vulgar games. Digital marketing extends to non-Internet channels that provide digital media such as television, mobile phones (SMS and MMS), callback and mobile call tones on hold. The extension to non-Internet channels differentiates digital marketing from online marketing.
History of Digital Marketing
The development of digital marketing is inseparable from technological development. One of the key points at the beginning was in 1971, when Ray Tomlinson sent the first email and his technology established the platform to allow people to send and receive files through different machines. However, the most recognizable period as the start of Digital Marketing is 1990, since it was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of the computer was already large enough to store large volumes of customer information. Companies began choosing online techniques, such as database marketing, rather than a limited list broker. This type of database allowed companies to track customer information more effectively, thus transforming the relationship between the buyer and the seller. However, the manual process was not as efficient.
In the 1990s, the term digital marketing was coined for the first time. With the debut of the server / client architecture and the popularity of personal computers, Customer Relationship Management (CRM) applications became an important factor in marketing technology. [Citation needed] Fierce competition forced suppliers to include more services in their software, for example, Marketing, sales and service applications. Marketing specialists were also able to own huge customer data online through eCRM software after the birth of the Internet. Companies can update customer needs data and get the priorities of their experience. This led to the first clickable advertisement being published in 1994, which was the AT&T "You Will" campaign and during the first four months of its publication, 44% of all people who saw it They clicked on the ad.
In the 2000s, with an increasing number of Internet users and the birth of the iPhone, customers began searching for products and making decisions about their needs online first, instead of consulting a seller, which created a new problem for the marketing department of a company. In addition, a survey conducted in 2000 in the United Kingdom found that most retailers had not registered their own domain address. These problems encouraged marketing specialists to find new ways to integrate digital technology into market development.
In 2007, marketing automation developed in response to the ever-evolving marketing climate. Marketing automation is the process by which software is used to automate conventional marketing processes. Marketing automation helped companies segment customers, launch multi-channel marketing campaigns and provide personalized information for customers. However, the speed of its adaptability to consumer devices was not fast enough.
Digital marketing became more sophisticated in the years 2000 and 2010, when the proliferation of devices capable of accessing digital media led to sudden growth. Statistics produced in 2012 and 2013 showed that digital marketing was still growing. With the development of social networks in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in everyday life. Therefore, they expected a perfect user experience on different channels to search for product information. The change in customer behavior improved the diversification of marketing technology.
Digital marketing is also known as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time. In the United States, online marketing is still a popular term. In Italy, digital marketing is known as web marketing. Global digital marketing has become the most common term, especially after 2013.
The growth of digital media was estimated at 4.5 billion online advertisements published annually with an expense in digital media with a growth of 48% in 2010. A growing part of advertising comes from companies that employ behavioral advertising in line (OBA) to adapt advertising for Internet users, but OBA raises the concern of consumer privacy and data protection.
New non-linear marketing approach
To attract customers, retailers have moved from the linear marketing approach of unidirectional communication to a model of exchange of values of mutual dialogue and distribution of benefits between the supplier and the consumer. The exchanges are more non-linear, flow freely and are one to many or one to one. The dissemination of information and awareness can occur through numerous channels, such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest and a variety of other platforms. Online communities and social networks allow people to easily create content and publicly publish their opinions, experiences and thoughts and feelings on many topics and products, accelerating the dissemination of information.
The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe how consumers use the Internet to make purchasing decisions in stores and online. Online shoppers are increasingly looking to buy internationally, with more than 50% in the study they bought online in the last six months stating that they bought from a retailer abroad.
The use of an omnichannel strategy is becoming increasingly important for companies that must adapt to the changing expectations of consumers who want more and more sophisticated offers during the purchase process. Omnichannel retailing involves analyzing consumer behavior from a broad perspective and studying what influences shopping habits. Retailers are increasingly focusing on their online presence, including online stores that operate alongside existing outlets in stores. The "endless aisle" within the retail space can lead consumers to buy products online that fit their needs, while retailers do not have to carry inventory within the physical location of the store. Only Internet-based retailers are also entering the market; Some are establishing the corresponding outlets in stores to provide personal services, professional help and tangible experiences with their products.
An omnichannel approach not only benefits consumers, but also benefits final businesses: research suggests that customers spend more than double when they buy through an omnichannel retailer rather than a single channel retailer, and are often more loyal This could be due to the ease of purchase and the greater availability of products.
Customers often research online and then shop at stores and also browse stores and then look for other options online. Online customer research on products is particularly popular for higher priced items, as well as consumable products such as groceries and makeup. Consumers increasingly use the Internet to search for product information, compare prices and search for offers and promotions.
Use in the digital era
There are several ways in which brands can use digital marketing to benefit their marketing efforts. The use of digital marketing in the digital age not only allows brands to market their products and services, but also allows online customer service through 24/7 services so that customers feel supported and valued. The use of social media interaction allows brands to receive positive and negative comments from their customers, as well as determine which media platforms work well for them. As such, digital marketing has become a major advantage for brands and businesses. It is now common for consumers to post comments online through social networks, blogs and websites about their experience with a product or brand. It has become increasingly popular for companies to use and encourage these conversations through their social media channels to have direct contact with customers and manage the comments they receive properly.
Word of mouth communications and peer dialogue often have a greater effect on customers, since they are not sent directly from the company and, therefore, are not planned. Customers are more likely to trust the experiences of other customers. Examples may be that users of social networks share food products and food experiences highlighting certain brands and franchises. This was observed in a study on Instagram, where researchers observed that teenage Instagram users posted images of food-related experiences within their social networks, providing free advertising for the products.
It is increasingly advantageous for companies to use social media platforms to connect with their customers and create these dialogues and debates. The potential reach of social networks is indicated by the fact that in 2015, each month, the Facebook application had more than 126 million unique average users and YouTube had more than 97 million unique average users.
Brand awareness
Ease of access
A key objective is to involve digital marketing customers and allow them to interact with the brand through the service and delivery of digital media. It is easy to access information at a rapid pace through the use of digital communications. Users with Internet access can use many digital media, such as Facebook, YouTube, forums and email, etc. Through digital communications, it creates a multiple communication channel where anyone can quickly share information worldwide regardless of who they are. Social segregation does not play any role through social media due to the lack of face-to-face communication and the dissemination of information instead of a selective audience. This interactive nature allows consumers to create a conversation in which the target audience can ask questions about the brand and become familiar with it that traditional forms of marketing may not offer.
Competitive advantage
By using Internet platforms, companies can create a competitive advantage through various means. To reach the maximum potential of digital marketing, companies use social networks as their main tool to create an information channel. Through this, a company can create a system in which it can identify customer behavior patterns and feed back their needs. This content medium has proven to have a greater influence on those who have a long-standing relationship with the company and with consumers who are users of relatively active social networks. In relation to this, the creation of a social media page will further increase the quality of the relationship between new consumers and existing consumers, as well as a consistent reinforcement of the brand, which will improve brand awareness and lead to to a possible increase for consumers in the Brand Knowledge Pyramid. Although there may be inconsistency with the product images; maintaining a successful presence in social networks requires that a company be consistent in interactions by creating a two-way source of information; Companies consider their content based on the comments received through this channel, this is the result of the dynamics of the environment due to the global nature of the Internet. The effective use of digital marketing can result in relatively low costs in relation to traditional marketing media; Reduction of external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs.
Effectiveness
It has been proven that brand awareness works more effectively in countries that have a high level of uncertainty avoidance, also in those countries that have uncertainty avoidance; Social media marketing works effectively. However, brands must be careful not to be excessive in the use of this type of marketing, as well as rely solely on it, since it may have implications that could negatively exploit its image. Brands that represent themselves anthropomorphically are more likely to succeed in situations where a brand markets for this demographic. "Since the use of social networks can improve brand awareness and, therefore, reduce uncertainty, it is possible that people with high avoidance of uncertainty, such as the French, particularly appreciate the high interaction of social networks with an anthropomorphized brand. " In addition, the digital platform provides a facility for the brand and its customers to interact directly and exchange their motives virtually.
Developments and strategies
One of the main changes that occurred in traditional marketing was the "emergence of digital marketing" (Patrutiu Baltes, Loredana, 2015), which led to the reinvention of marketing strategies to adapt to this important change in traditional marketing (Patrutiu Baltes, Loredana, 2015).
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