Definition of Digital Marketing by Wikipedia
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
Digital marketing is a marketing process which leads to the development of any organization or brand by using a variety of digital channels such as email, social networks etc.
Digital Marketing can be defined as promoting of brands or products and services using all forms of digital advertising. Digital marketing uses Television, Radio, Internet, mobile and any form of digital media to reach customers in a timely, relevant, personal and cost-effective manner.
Apart from using many of the techniques and practices contained within the category of Internet Marketing, digital marketing extends beyond this by including other channels that do not require the use of the Internet. Due to non-dependence on the Internet, the field of digital marketing includes a whole lot of elements such as mobile phones or cell phones, display / banner ads, sms /mms, digital outdoor, and many more.
Digital marketing is now being enlarged in vast areas to support the “servicing” and “engagement” of customers.
Recently we’ve seeing most of the brands from all industries are going Digital. This demand, has made lot of creatives build new agencies & define themselves as: “Digitalizing Brands” “We Think Digital” “Creating Interactive Campaigns” bla bla
As per my knowledge in this field, and as for my creation for several successful digital activations in Beirut for Pull & Bear, PROMOD, Grand Cinemas and Stradivarius, I’m gonna share with you important steps to build your digital strategy in the best way possible:
1. Product Service
You must do your research about the Service you want to advertise and understand WHY this brand is providing such service so it will be easier for you to communicate it with their audience
Go through the brand history, and review it’s vision, values and positioning in the market you’re working on.. don’t forget it’s brand guidelines !
Before getting crazy & wild as a creative director, don’t get so excited that you want to build an augmented reality activation, just because it sounds like magic for most of the clients!!!
Never ever. Discuss the problem your client is facing, ask them what are they trying to achieve, what message they want to communicate to the audience
4. Target Audience
Each brand has different audience to target, kids, adults, hip guys, music lovers, hippies, classic, etc.. It’s one of the most important information to have from your client, so you’ll know HOW & WHAT exactly you want to implement & which medium you have to to use. It’s just like a school, same teacher teaching courses to different levels of students. You have to speak their LANGUAGE.
Facebook, Twitter, Instagram, Pinterest, online websites, games, augmented reality, iPhone apps, iPad apps, Kinect, all these are just mediums like TV, Radio, Billboards, etc.. for you to implement your BIG IDEA.
So here, when you have the creative brief, that includes all the above, you will exactly know on which medium you have to settle. It’s never about your Facebook Likes, its about how to solve this problem using the most suitable technology that can reach your target audience the best way possible.
6. How and Why and Which Medium Shall I Use?
Stay tuned, for Part II, I will be posting a presentation explaining each medium intake on marketing & advertising, with real life case studies.
Remember Think as a marketer first, as a creative second. You will rock!
Have you worked on interesting digital campaigns? Share them with us!