What is digital marketing?

15/02/2021

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A Canadian Youtuber publishes a book. This is the line for the book signing in a Club store in Brussels. Welcome to the global village. 

The big difference compared to traditional marketing is that, with the advent of digital marketing, advertising messages are no longer addressed only to an audience in a one-sided manner. Indeed, it is difficult for a TV-commercial to ask the listener to answer. Some listeners do answer but often remain unheard. 

 

Digital marketing places the consumer at the centre of its thinking. Digital marketing techniques help develop customer relationships. Digital marketing can meet three goals: build awareness, drive consideration and generate conversions. The different types of media and messages also meet these three goals.

 

Social networks have been around for more than a decade and have seen the emergence of new practices, those of influencing targets. With all the excesses that it entails, especially in terms of the processing of personal data, which is still in the news. Digital marketing, if executed well, allows you to connect with customers in a much more direct way, especially through social media. Reporting tools make it possible to measure user behaviour in order to adapt the digital marketing strategy. 

 

A few digital marketing techniques

 

  • SEO

  • Search, display and retargeting campaigns

  • Google My Business

  • Banner campaigns 

  • Programmatic advertising

  • Influencer marketing

  • Performance marketing 

  • eBooks, magazines and digital catalogues

 

Web 2.0

 

Web 2.0 is the result of fundamental changes and designates a series of so-called participatory techniques, characterized by simplicity and interactivity. It allows internet users to take control, for example by interacting with a digital catalogue, by creating a Facebook community or a Youtube channel. One can create a logo, make a website or a blog using drag-and-drop tools. However, there are subtleties to be aware of and rules to follow in order to be efficient. Especially when it comes to storytelling.