Digital marketing
[10] With the development of server/client architecture and the popularity of personal computers, Customer Relationship Management (CRM) applications became a significant factor in marketing technology.
[14] In the 2000s, with increasing numbers of Internet users and the birth of the iPhone, customers began searching for products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company.
At the same time, PPC advertising,[expand acronym] introduced by Google AdWords in 2000, allowed businesses to target specific keywords, making digital marketing more measurable and cost-effective.
[23][24] With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube, and Twitter, consumers became highly dependent on digital electronics in their daily lives.
[48] SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites.
Facebook, Instagram, Twitter, and YouTube are listed as the top platforms currently used by social media marketing teams.
[citation needed] As of 2021, LinkedIn has been added as one of the most-used social media platforms by business leaders for its professional networking capabilities.
[52] 56% of marketers believe personalization content – brand-centered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement.
A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion.
[63] Digital media helps brands reach consumers to engage with their product or service in a personalized way.
Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement.
ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search.
[64] Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online.
[64] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly.
Although there are many positive aspects including the user's entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling.
[64] An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’.
[66] Targeting, viewability, brand safety, and invalid traffic all are aspects used by marketers to help advocate digital advertising.
Cookies are a form of digital advertising, which are tracking tools within desktop devices, causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad.
[83] Firms should seek this long-term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of-mouth marketing.
There is also an entirely updated section dealing with issues specific to digital interactive media techniques and platforms.
This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.
[90] To create an effective DMP, a business first needs to review the marketplace and set "SMART" (Specific, Measurable, Actionable, Relevant, and Time-Bound) objectives.
[91] They can set SMART objectives by reviewing the current benchmarks and key performance indicators (KPIs) of the company and competitors.
[94] To seize the opportunity, the firm should summarize its current customers' personas and purchase journey from this they are able to deduce their digital marketing capability.
This means they need to form a clear picture of where they are currently and how many resources, they can allocate for their digital marketing strategy, i.e., labor, time, etc.
Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned, and earned media of the company.
[98] The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.
[105] Nowadays, the sharing economy has had an unimagined effect on many traditional elements including labor, industry, and distribution system.
[105][106] The sharing economy is influencing the traditional marketing channels by changing the nature of some specific concept including ownership, assets, and recruitment.
[108] In addition to this typical approach, the built-in control, efficiency and low cost of digital marketing channels is an essential features in the application of sharing economy.
