Copyright

Digital Marketing: Definition, Strategies & Example

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Marketing Metrics in the Long-Term: Purpose & Role

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
 Replay
Your next lesson will play in 10 seconds
  • 0:00 Marketing Fundamentals
  • 1:12 Marketing Media
  • 2:02 Digital Marketing Key…
  • 2:48 Digital Marketing Strategies
  • 5:01 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Timeline
Autoplay
Autoplay
Speed Speed

Recommended Lessons and Courses for You

Lesson Transcript
Instructor: Lucinda Stanley

Lucinda has taught business and information technology and has a PhD in Education.

This lesson will define digital marketing. We will explore its key characteristics as well as the media and strategies that can be used in its implementation.

Marketing Fundamentals

'Let your fingers do the walking.' Have you heard this slogan? If you are younger than 30, chances are you haven't. This slogan encouraged people to use the Yellow Pages of their telephone book to find a business that would supply whatever it was they were looking for. For example, if you were looking for a dentist, you would go to the Yellow Pages and find a list of dentists in your area. Businesses could also advertise in the Yellow Pages. Well, those days are gone; people don't look in the Yellow Pages to find a business that sells what they need. So, how are you going to get information about your business out there? You are going to have to reach your customers where they live; and they're living online. This means you need to get savvy with digital marketing.

Digital marketing, just like any other form of marketing, is all about promoting products, building brands, developing leads, and engaging your customers. The difference is digital marketing takes place online. Digital marketing is also known as Internet marketing, e-productivity, e-commerce, interactive marketing, and e-marketing. Digital marketing integrates people, processes, and technology.

Marketing Media

What does that mean, living online or using technology? We want to do our marketing activities where our customers are more likely to see them and have an opportunity to interact with them. We want them to have access on the devices they use in their daily lives.

Here are some examples of the media we can use to get our digital marketing activities out to our customers, current or potential. The Internet can be used to market to customers through a web page or a blog. Social media is another form of digital marketing that can be implemented through sites like Facebook, Twitter, or Instagram. Marketers can also market to mobile phones, accessing customers through smartphones, dumb phones, and tablets. Electronic billboards offer another digital marketing outlet. These are found in waiting rooms at hospitals, doctor's offices, and school hallways.

Digital Marketing Key Characteristics

No matter what media we're using, there are some fundamental rules we need to follow:

  • Build a quality website that is engaging and responsive.
  • Have a strong social presence that encourages customers to offer feedback.
  • Display timely and relevant content that provides the key information your customers need.
  • Create compelling visuals that stay in the customers' minds long after they've moved on.

And here's a biggie:

  • Don't annoy the customers. Don't make your marketing activities so invasive that they actually turn customers away.

Remember that our main objective is to engage our customers in a positive way. The customer is at the center of the process, and we want to create an opportunity for the customer to have a dialog with us so that we can have a clearer understanding of how we can meet their needs.

Digital Marketing Strategies

Well, this is great, we have tools we can use for digital marketing and some rules to follow, but how do we go about creating a digital marketing plan? Pretty much the same way you develop any other marketing campaign.

To unlock this lesson you must be a Study.com Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back
What teachers are saying about Study.com
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account
Support