Wednesday, September 18, 2019

Today, no marketing strategy is complete if it does not incorporate digital marketing strategy and expression.

Today, no marketing strategy is complete if it does not incorporate a digital marketing strategy and expression.

Understanding digital marketing requires thinking beyond any one tool or channel, and towards an exchange of value: an economic system trading with attention as currency.

What is digital marketing? Bud Caddell defines ‘digital’ as “a participatory layer of all media that allows users to self-select their own experiences, and affords marketers the ability to bridge media, gain feedback, iterate their message, and collect relationships” (Caddell, 2013). In other words, digital is a new way of exploring content (for users) and connecting with customers (for marketers).

HOW DOES DIGITAL MARKETING FIT INTO THIS DEFINITION? THERE IS, IN FACT, NO BASIC DIFFERENCE BETWEEN ‘TRADITIONAL’ MARKETING AND DIGITAL MARKETING. THEY ARE ONE AND THE SAME.



Digital marketing is powerful in two fundamental ways. First, the audience can be segmented very precisely even down to factors like current location and recent brand interactions which means that messages can (and must) be personalized and tailored specially for them.


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