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Digital Marketing: Definition & Strategies

This lesson will define digital marketing. We will explore its key characteristics as well as the media and strategies that can be used in its implementation.

Marketing Fundamentals

‘Let your fingers do the walking.’ Have you heard this slogan? If you are younger than 30, chances are you haven’t. This slogan encouraged people to use the Yellow Pages of their telephone book to find a business that would supply whatever it was they were looking for. For example, if you were looking for a dentist, you would go to the Yellow Pages and find a list of dentists in your area. Businesses could also advertise in the Yellow Pages. Well, those days are gone; people don’t look in the Yellow Pages to find a business that sells what they need. So, how are you going to get information about your business out there? You are going to have to reach your customers where they live; and they’re living online. This means you need to get savvy with digital marketing.

Digital marketing, just like any other form of marketing, is all about promoting products, building brands, developing leads, and engaging your customers. The difference is digital marketing takes place online. Digital marketing is also known as Internet marketing, e-productivity, e-commerce, interactive marketing, and e-marketing. Digital marketing integrates people, processes, and technology.

Marketing Media

What does that mean, living online or using technology? We want to do our marketing activities where our customers are more likely to see them and have an opportunity to interact with them. We want them to have access on the devices they use in their daily lives.

Here are some examples of the media we can use to get our digital marketing activities out to our customers, current or potential. The Internet can be used to market to customers through a web page or a blog. Social media is another form of digital marketing that can be implemented through sites like Facebook, Twitter, or Instagram. Marketers can also market to mobile phones, accessing customers through smartphones, dumb phones, and tablets. Electronic billboards offer another digital marketing outlet. These are found in waiting rooms at hospitals, doctor’s offices, and school hallways.

Digital Marketing Key Characteristics

No matter what media we’re using, there are some fundamental rules we need to follow:

  • Build a quality website that is engaging and responsive.
  • Have a strong social presence that encourages customers to offer feedback.
  • Display timely and relevant content that provides the key information your customers need.
  • Create compelling visuals that stay in the customers’ minds long after they’ve moved on.

And here’s a biggie:

  • Don’t annoy the customers. Don’t make your marketing activities so invasive that they actually turn customers away.




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