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Table of contents
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Web sites, Ecommerce, Search Engine Marketing, Banner advertising and Pay Per Click
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It is also said to
be the practice of promoting brands, products and services using different forms of digital
advertising
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Digital Marketing has been further categorised into push and pull digital marketing
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g
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Push marketing involves the marketer sending the messages (push) or information to the users
and also includes a two-way communication between the marketer and the user (e
...
through
email, social networks, sms)
The debate about the exact definition of digital marketing is an on-going one, since the term
“digital” is constantly evolving and becoming broader with technological advancements in that
field
...
The larger focus of this paper shall therefore be on digital marketing that
exploits some of the different forms of Internet marketing, Mobile marketing and a
combination of both which use recent technologies to reach the consumers
...
Internet marketing
a
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It is a form of marketing extensively used by small businesses with limited
financial resources, as the cost of sending emails is so low
...
Some experts believe however that, with the growing popularity of social media marketing,
email marketing will become obsolete over time
...
However the first
contact made with the customer through social media can be converted into solid customer
relationships by the use of email
...
Email marketing, used singly or combined, is still regarded by many
as an effective and relevant marketing tool
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2
...
Companies like Amazon and Ebay, through well-designed and secure websites, have positioned
themselves among the most dominant companies in the area of ecommerce
...
Banner
advertising4 also efficiently helps in directing users to a website
...
Pay-per-click means that companies pay
the website (e
...
Facebook) where their advertising is displayed every time a user clicks on their
advert
...
Detractors believe that these forms of
digital marketing are too passive and are not efficient enough in driving sales if used on their
own, without support from offline channels
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c
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Social Media marketing
Today two billion people are connected to the internet and social media-related sites represent
the fastest-growing attraction on the web
...
Facebook is now used by more than 1
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The consensus among marketers is that social media
has turned into a powerful marketing platform, which companies small or large cannot afford
to overlook
...
According to Gil-Or, ‘in a
recent survey, 88% of marketers said that they are using social media as part of their marketing
mix’ (Gil-Or, 2010)
...
Only 18% of companies polled
say they saw meaningful ROI from their social media activities in 2009, the rest (72%) report
modest or insignificant returns
...
On the downside, the free services provided by companies like Facebook and Twitter come with
a cost
...
This might mean limited visibility for companies trying to showcase their
products or services
...
Digital Word-of-Mouth
Digital Word-of-Mouth marketing or viral marketing is now recognised as a powerful form of
social media marketing
...
Some avant-garde companies have recognised the potential of this aspect of digital marketing
...
MobiTech (a US mobile company) collaborated with Buzzablog (a blog
website) in an experimental marketing campaign, relying on selected bloggers’ word-of-mouth
to promote their latest mobile product
...
In this instance, the blogger becomes both a target and a marketer
...
It
gives the impression that this form of marketing is more trustworthy as far as potential
consumers are concerned
...
(Kozinets, de Valck,
Wojnicki & Wilner, 2010) From the business perspective, negative word-of-mouth can also
cause the delay of, or failure in, the launch of a new product
...
Online Video
Online video is also considered an interesting platform for marketers
...
According to experts, instead of just posting videos
online and waiting for an audience, advertisers will invest in viral seeding strategies and will
promote their videos through online influencers such as Facebook video-sharing applications
...
YouTube, the leading online video company, has
more than 1 billion users and, to satisfy a higher demand, it has enhanced its video analytics
offer
...
It still remains a great opportunity for small
companies, who would never be able to afford television advertising, since it is interactive,
widely accessible, cheap and easy to create
...
Mobile Marketing
Research and data point to mobile web access outgrowing PC web access as Smartphone sales
and use explode within the next five years
...
Insight Express reported that, based on analysis of thousands of PC web and hundreds of
mobile web programs, mobile web campaigns are eight times more effective than PC web
campaigns at pushing retail purchase intent
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Google’s $750 million purchase of Admos, a
mobile ad network, confirms that visionary companies believe that 2010 will be a significant
year for mobile advertisement
...
1 billion in 2010
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Geolocation
One of the latest applications of mobile marketing through smartphones is geolocation
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Geolocation
applications do two things: First, they report the location of a user to other users on his
network of friends and, second, they associate real-world locations (such as restaurants, shops,
events) to the user’s location (Ionescu, 2010)
...
FourSquare is, at the moment, the most popular company offering geolocation services, as it
reaches hundreds of thousands of users and is compatible with the most popular smartphones
on the market, such as the iPhone, BlackBerry, Android and Palm phones
...
Special offers from
nearby retailers are also made available and the roaming user then becomes a potential
customer, who in turn attracts more potential customers through the network
...
But with geolocation, privacy is inevitably sacrificed
...
However,
geolocation remains an efficient form of targeted marketing and most users are ready to tradeoff their online privacy in exchange for ‘smart, convenient and enjoyable applications’ (Ionescu,
2010)
...
Position
Digital media has invaded every aspect of our lives and it is clear that digital marketing is here
to stay
...
5 The
advantages it carries are undeniable
...
Companies can map out
their strategies, both short and long term, by eavesdropping on the online conversation
...
The most distinctive feature of digital marketing remains the fact that it has served to level out
the marketing playing field to include both large and small companies
...
In times of
recession, or financial vulnerability, large companies, whose marketing budgets have been
drastically cut back, can lean more heavily on digital marketing, at little extra cost, without
sacrificing their objectives and marketing strategies
...
Research and
development, formerly reserved for companies with financial muscle, is now accessible to
smaller entrepreneurs, albeit in a simplistic form
...
With online direct sales and
distribution6 and door-to-door delivery, the sales dynamics and the culture of purchase and
spending have been profoundly altered
...
It is also a great
stimulus for competition, forcing companies to stay alert and cost-effective, as users are only ‘a
click away’ to product and price comparison
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Some detractors argue that digital marketing has very real drawbacks
...
Also, some companies fear that the power balance in the
digital domain has shifted so heavily in favour of customers that they will lose control of their
brands, and vulnerable products or companies will not be able to survive negative word-ofmouth online
...
As Michael Mendenhall,
the senior vice-president of Hewlett-Packard said in a speech addressing the American
Association of Advertising Agencies in March 2009 ‘It’s where the money is going
...
’
7
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Smart marketers have
seen the potential of the numerous platforms offered by digital marketing for marketing their
products or services and for getting instant access to an unprecedented volume of customer
feedback
...
It has arguably been the form of marketing that has developed at
the most rapid pace, so fast in fact that it is quite hard to keep up with the latest developments
...
com is one of the pioneers of this form of marketing
7
Many of digital marketing’s derivatives are so recent that it is not yet possible to measure their
exact marketing impact
...
The present challenge
for marketers remains in merging both in the most efficient way and getting the best out of
both worlds
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, 2009
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entrepreneur
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webstrategist