Marketing: Online Vs Digital
Online Marketing & Digital Marketing are two concepts that are easily confused and mistaken as one and the same. In order to better grasp the differences and similarities, nothing like starting from their definitions.
Online Marketing (also called Internet Marketing) corresponds to all marketing efforts that exist to promote a business online. One important distinction that derives from this is the Online Vs Offline business, being Offline business all those that do not have a presence in the web (no website, no social media, no advertising, etc).
To have an idea of the online marketing strategies, here are the most important:
- S.E.M (Search Engine Marketing) – which includes Advertising in the Search and Display networks and S.E.O. (Search Engine Optimization . For more info on this topic, check here what exactly SEM strategies mean.
- Social Media – from Facebook to Google+, spanning Pinterest, Instagram, Twitter, Tumblr… among many other social platforms that aim to engage people by exploring social behaviour.
- Email Marketing – do you know those newsletters that you receive in your inbox? These are part of email campaigns designed and conceived specifically for those people who are (or will be) interested in the content of a business.
Digital Marketing can be broadly described as the promotion of products or services via one or more forms of electronic media (smartphones, tablets, laptops), with the goal of establishing a two-way communication with the audience. It is important to highlight that Online marketing is a subset of Digital Marketing, as Digital also includes TV, SMS advertising and anything else with a digital foundation.
The biggest advantage, when compared to traditional marketing, is definitely its measurability and how we can turn raw data into customised marketing actions, as never before seen in the marketing era.
Back in the days, communication between business and consumers was typically one-sided: take the example of newspapers and billboards as the traditional channels for brand awareness. Now, this has shifted to advertising in Google, promoting yourself on Facebook and Instagram or sending a simple newsletter to your clients.
Is Digital Marketing here to stay?
With the exponential and consistent growth of technology in the 21st century, digital as positioned itself as a place to reach and engage people in a more customised and interactive way. From the advent of the smart phone to the smart-watch (the so-called wearable technology), we have more than enough examples of how technology has become an important and constant element in our day-to-day lives.
It is then logic to assume that this brave new world that has opened up to us is a key area for any marketer to develop new ways to reach and engage with their target audience.
Do you need a Digital strategy?
If you want your business or brand to grow, one has to be where consumers are and today, we all are consumers, we all have some kind of technology under our fingers and we all are on the internet. So, the question is not so much if one needs a digital strategy but how one has to approach it, and for this we need to know our audience and our value proposition, and put this altogether in a digital marketing plan.