IbrahimM.Rihan y,r y,r
BBA in Business Management |BBA in Marketing Management | Professional Diploma of Digital Marketing |
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Market Researcher | MBA in Finance y,r y,r y,r y,r y,r y,r
Digitalmarketing y,r
Digital marketing is an umbrella term for the marketing of products or services using digital
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technologies, mainly on the Internet,but also including mobile phones, displayadvertising, and any
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other digital medium.
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The way in which digitalmarketing has developed since the 1990s and 2000s has changed the way
y,r y,r y,r y,r y,r y ,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
brands and businesses utilize technology and digital marketing for their marketing. Digital marketing
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campaigns are becoming more prevalent as well asefficent, asdigital platforms are increasingly
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incorporated into marketing plans and everyday life, and as people use digital devices instead of
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going to physical shops.
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Digital marketing such as search engine optimization (SEO), search engine marketing (SEM), content
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marketing, influencer marketing, content automation, campaign marketing, and e- commerce
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marketing, social media marketing, social media optimization, e-mail direct marketing, display
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advertising, e–books, optical disks and games, are becoming more and more common in our
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advancing technology. In fact, this extends to non-Internet channels that provide digital media, such
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as mobile phones (SMS and MMS), callback and on-hold mobile ring tones.
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History
The term digital marketing was first used in the 1990s,[7] but digital marketing has roots in the mid-
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1980s when the SoftAd Group, now ChannelNet, developed advertising campaigns for automobile
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companies, wherein people would send in reader reply cards found in magazines and receive in
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return floppy disks that containedmultimedia content promoting various cars and offering free test
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drives.
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Digital marketing became more sophisticated in the 2000s and the 2010's; the proliferation of
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devices' capability access digital media at almost any given time has led to great growth of digital
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advertising; statistics produced in 2012 and 2013 showed that digital marketing was still a growing
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field.
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Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'.
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The term digital marketing has grown in popularity over time, particularly in certain countries. In the
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USA online marketing is still prevalent, in Italy is referred as web marketing but
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, in the UKand worldwide, digital marketing has become themost common term,especially after the
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year 2013.
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Digital media growth is estimated at 4.5 trillion online ads served annually with digital media spend at
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48% growth in 2010. An increasing portion of advertising stems from businesses employing Online
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Behavioral Advertising (OBA) totailor advertising for internet users, but OBA raises concern of
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consumer privacy and data protection.
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Newnon-linearmarketingapproach ,r
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y ,r
y
In an ever more complex retail environment, customer engagement is essential but also challenging.
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Retailers must shift from a linear marketing approach of one-way communication to a value exchange
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model in which there is a two-way mutual dialogue and benefit-sharing between provider and
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consumer. Exchanges are more non-linear, free flowing and both one-to- many or one-on-one. The
y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r y,r y,r y,r y,r
spread of information and awareness can occur across numerous channels such as the blogosphere,
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YouTube, Facebook, Instagram, Snapchat, Pinterest, and a wide variety of other platforms. Online
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communities and social networks allow individuals to easily become creators of their own content
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and publicly publish their opinions, experiences, thoughts and feelings about many topics and
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products, hyper-accelerating the diffusion of information.
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The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe
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how consumers are using the Internet to make shopping decisions in stores and online. They
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reported that due to the internet and e-commerce, shoppers are increasingly looking to purchase
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internationally, with over 50% inthe study who purchased online in the last six months stating they
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bought from an overseas retailer.
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Using an Omni-channel strategy is becoming increasingly important for enterprises to adapt to the
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changing expectations of consumers who are wanting ever-more sophisticated offerings
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throughout the purchasing journey, in which the internet is becoming an essential component.
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Retailers are increasingly focusing on their online presence, including online shops that operate
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r
alongside existing store-based outlets. This leads to the idea of "endless aisle" within the retail space,
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r y,r y,r y,r
asretailers can lead consumers topurchasing products onlinethatfit their needs without having to
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
carry the inventory within the physical location of the store. Solely internet-based retailers are also
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
entering the market, and some are establishing corresponding store-based outlets to provide
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personal services, professional help, and tangible experiences with their products.
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An Omni-channel approach not onlybenefits consumersbut also benefits business bottomline as
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research suggests that customers spend more than double when purchasing through an Omni-
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channel retailer as opposed to a single-channel retailer, and are often more loyal. This
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BBA in Business Management |BBA in Marketing Management | Professional Diploma of Digital Marketing |
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Market Researcher | MBA in Finance y,r y,r y,r y,r y,r y,r
Digitalmarketing y,r
Digital marketing is an umbrella term for the marketing of products or services using digital
y,r y,r y ,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
technologies, mainly on the Internet,but also including mobile phones, displayadvertising, and any
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
other digital medium.
y,r y,r y,r
The way in which digitalmarketing has developed since the 1990s and 2000s has changed the way
y,r y,r y,r y,r y,r y ,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
brands and businesses utilize technology and digital marketing for their marketing. Digital marketing
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
campaigns are becoming more prevalent as well asefficent, asdigital platforms are increasingly
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
incorporated into marketing plans and everyday life, and as people use digital devices instead of
y,r y,r y,r y,r y ,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r y,r
going to physical shops.
y,r y ,r y,r y,r
Digital marketing such as search engine optimization (SEO), search engine marketing (SEM), content
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marketing, influencer marketing, content automation, campaign marketing, and e- commerce
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marketing, social media marketing, social media optimization, e-mail direct marketing, display
y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r y,r
advertising, e–books, optical disks and games, are becoming more and more common in our
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
advancing technology. In fact, this extends to non-Internet channels that provide digital media, such
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
as mobile phones (SMS and MMS), callback and on-hold mobile ring tones.
y,r y,r y,r y,r y ,r y ,r y,r y,r y,r y,r y,r y,r
History
The term digital marketing was first used in the 1990s,[7] but digital marketing has roots in the mid-
y,r y,r y,r y,r y,r y,r y ,r y,r y,r y,r y ,r y,r y,r y,r y,r y,r y,r
1980s when the SoftAd Group, now ChannelNet, developed advertising campaigns for automobile
y,r y ,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r
companies, wherein people would send in reader reply cards found in magazines and receive in
y,r y,r y,r y,r y ,r y,r y,r y,r y,r y,r y ,r y,r y,r y,r y,r
return floppy disks that containedmultimedia content promoting various cars and offering free test
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
drives.
y,r
Digital marketing became more sophisticated in the 2000s and the 2010's; the proliferation of
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
devices' capability access digital media at almost any given time has led to great growth of digital
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
advertising; statistics produced in 2012 and 2013 showed that digital marketing was still a growing
y,r y,r y ,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
field.
y,r
Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'.
y,r y,r y ,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
The term digital marketing has grown in popularity over time, particularly in certain countries. In the
y,r y,r y,r y,r y,r y ,r y,r y ,r y,r y,r y,r y,r y,r y,r y,r y,r
USA online marketing is still prevalent, in Italy is referred as web marketing but
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
, in the UKand worldwide, digital marketing has become themost common term,especially after the
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year 2013.
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Digital media growth is estimated at 4.5 trillion online ads served annually with digital media spend at
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r y,r y ,r
48% growth in 2010. An increasing portion of advertising stems from businesses employing Online
y,r y,r y,r y,r y,r y ,r y,r y,r y,r y,r y,r y,r y,r y,r
Behavioral Advertising (OBA) totailor advertising for internet users, but OBA raises concern of
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r y,r
consumer privacy and data protection.
y,r y,r y,r y ,r y,r
Newnon-linearmarketingapproach ,r
y ,r
y ,r
y
In an ever more complex retail environment, customer engagement is essential but also challenging.
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
Retailers must shift from a linear marketing approach of one-way communication to a value exchange
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
model in which there is a two-way mutual dialogue and benefit-sharing between provider and
y,r y,r y,r y ,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
consumer. Exchanges are more non-linear, free flowing and both one-to- many or one-on-one. The
y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r y,r y,r y,r y,r
spread of information and awareness can occur across numerous channels such as the blogosphere,
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r
YouTube, Facebook, Instagram, Snapchat, Pinterest, and a wide variety of other platforms. Online
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communities and social networks allow individuals to easily become creators of their own content
y,r y,r y,r y ,r y,r y,r y,r y ,r y,r y,r y,r y,r y,r y,r
and publicly publish their opinions, experiences, thoughts and feelings about many topics and
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
products, hyper-accelerating the diffusion of information.
y,r y,r y,r y,r y ,r y,r
The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe
y,r y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r y,r
how consumers are using the Internet to make shopping decisions in stores and online. They
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r y,r y,r y,r
reported that due to the internet and e-commerce, shoppers are increasingly looking to purchase
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
internationally, with over 50% inthe study who purchased online in the last six months stating they
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
bought from an overseas retailer.
y,r y,r y,r y ,r y,r
Using an Omni-channel strategy is becoming increasingly important for enterprises to adapt to the
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
changing expectations of consumers who are wanting ever-more sophisticated offerings
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
throughout the purchasing journey, in which the internet is becoming an essential component.
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
Retailers are increasingly focusing on their online presence, including online shops that operate
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r
alongside existing store-based outlets. This leads to the idea of "endless aisle" within the retail space,
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r y,r y,r y,r
asretailers can lead consumers topurchasing products onlinethatfit their needs without having to
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
carry the inventory within the physical location of the store. Solely internet-based retailers are also
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
entering the market, and some are establishing corresponding store-based outlets to provide
y,r y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r y,r
personal services, professional help, and tangible experiences with their products.
y,r y,r y,r y,r y ,r y ,r y,r y,r y,r y,r
An Omni-channel approach not onlybenefits consumersbut also benefits business bottomline as
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r
research suggests that customers spend more than double when purchasing through an Omni-
y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y,r y ,r y,r
channel retailer as opposed to a single-channel retailer, and are often more loyal. This
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