Digital Marketing

With the rise of digital technologies, the marketing strategies of businesses have altered. Traditional marketing processes evolved because of the developments in digital technologies and the concept of digital marketing has emerged. The new marketing concept has reshaped existing structures and created a completely different marketing system.

Web 1.0 is the term used to refer to the first stage of development on the World Wide Web that was characterized by simple static websites.  Web 1.0 covers one-way websites that enable internet users to obtain information only. At this first stage (1990-2000), internet users were limited to obtaining content only on the internet. In this stage, users visit websites and receive the information they want to. In other words, there is no possibility to contribute to the content or to create content.

Web 2.0 is the second stage of development of the Internet, characterized by the change from static web pages to dynamic or user-generated content and the growth of social media. Web 2.0 is the business revolution in the computer industry caused by the move to the internet platform.

The major trends that shaped Web 2.0 include content sharing, creativity, segmentation, social components, peer to peer sharing of files, easier communication, networking on various social marketing sites, video sharing, and blogging.

Semantic web, artificial intelligence, connectivity, engagement, customization, mobile, on-demand collaboration and ubiquity are the main features of Web 3.0.

Digital marketing formerly referred to as e-marketing or Internet marketing is at the heart of digital business – getting closer to customers and understanding them better, adding value to products, widening distribution channels and boosting sales through running digital marketing campaigns using digital media channels such as search marketing, online advertising and affiliate marketing etc. It also includes using the web site to facilitate customer leads, sales and managing after-sales service. Digital marketing is marketing online through web sites, online advertisements, e-mails, mobile applications.

American Marketing Association defines digital marketing as; “The use of digital or social channels to promote a brand or reach consumers. This kind of marketing can be executed within social media, search engine, internet, mobile devices and other channels. It requires new ways of marketing to consumers and understanding the impact of their behavior”

Creating a digital marketing strategy will help companies to make informed decisions about the digital marketing environment and ensure businesses’ efforts are focused on the elements of digital marketing that are most relevant to business. It is an essential initial move towards understanding how the constantly evolving marketing identifies companies and how it influences the relationship between business and target market and customers

The key features of the digital marketing strategy should (Chaffey and Chadwick, 2016): • Identify the business and marketing strategy, with more specific annual business priorities and initiatives. • Use clear objectives for business and brand development and the online contribution of leads and sales for the Internet or other digital channels. • Be consistent with the customers who use and can be effectively reached through the channel. • Define a compelling, differential value proposition for the channel which must be effectively communicated to customers. • Specify the mix of online and offline communication tools used to attract visitors to the company website or interact with the brand through other digital media such as email or mobile. • Support the customer journey through the buying process as they select and purchase products using the digital channel in combination with other channels. • Manage the online customer lifecycle through the stages of attracting visitors to the website, converting them into customers and retention and growth.

Digital marketing provides significant savings in different ways in terms of all four elements of the marketing mix. For example, in product decisions, bringing product designs to the digital media and presenting them to the target audience and designing these products according to the reactions of consumers, saves time and reduces unnecessary costs.

Since it is much easier and faster to obtain relevant data for target consumers in the digital environment, businesses can directly access information about their target customers and make targeting by offering offers about products or services that may be of interest. Narrowing the focus helps businesses reach consumers who are more interested in their field.

As digital technologies become more widespread in consumers’ lives and the business world, opportunities for business processes accelerate and to meet consumers’ needs faster, more easily and with fewer obstacles are increasing day by day. Geographical location is no longer important when collaborating with business partners, supply chain businesses and customers.

Through digital marketing channels information about consumers’ preferences such as brand, product, service, political view, etc. can be tracked easily and then it is possible to make personalized targeting to the customers in the frame of this information.

Digital channels and web sites today offer customers the convenience of an online order history, make recommendations based on previous purchases, and show current information about products in which the customer might be interested.

Social media is the web-based technology on which people and communities share, create, discuss and present their content through interactive platforms.

Social media emerges as a powerful new marketing channel. Social media tools provide marketers new opportunities for targeting campaigns using customer profile information, linking community members with social networks within friend groups, systematically developing word of mouth marketing from existing customer base, and as a result, marketing becomes attentive, personal and social.

E-mail marketing is an effort to create demand and value for the business by distributing interest and value to customers via e-mail and strengthening communication and marketing activities by e-mails. E-mail offers an extensive reach, higher measurability, quicker delivery, and easier consumer feedback for a lower cost than any other marketing tools

Smartphones enable marketers to influence consumers directly at the precise moment they plan their purchases inside stores. Marketers can determine the exact location of customers, plan their advertising messages accordingly and have the opportunity to send up-to-date messages in real time, every minute of the day

Content Marketing is the management of text, rich media, audio and video content aimed at engaging customers and prospects to meet business goals published through print and digital media including web and mobile platforms which is repurposed and syndicated to different forms of web presence such as publisher sites, blogs, social media and comparison sites. Content marketing is the most useful tool of digital marketing. Content marketing is not about what the business sells, but what it represents. When implemented correctly, content marketing is the best way to create a connection with customers.

The purpose of SEO is to ensure that the information, products or sales on the sites reach more users. Increasing internet use and the related increasing use of search engines increase the need for SEO for businesses.