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Terminology, at first glance, is a fairly simple and clear system. If we are not talking about something relatively new and permanently mobile. In this article, we will try to figure out how conventional Internet marketing differs from digital marketing. Very similar in terms of tasks and tools for their solution to the field of sales and promotion of products, however, they have several significant differences.
Who is who?
The term "Internet marketing" in itself determines the scope of interests and opportunities of marketers and business owners. And this means that they use only those tools that work exclusively in the Internet space. This is not to say that this is not enough or definitely not enough. It all depends on the product and the ultimate goals of sales. For some, only the tools and areas of influence of the Internet are enough to interact with consumers and promote their product.
But those who do not have enough restrictions "online", use digital marketing tools in their marketing strategies.
Despite the fact that the term itself contains the concept of "digital", the possibilities of digital marketing go beyond the Internet to offline, while not excluding the first. In a word, digital marketing is Internet marketing plus advertising and promotion on any digital media outside the Internet.
In practice, this is as follows. The product is promoted through contextual and targeted advertising on the Internet, but at the same time it is also advertised offline, for example, on digital billboards. If you place a poster on a classic vinyl billboard, that would be regular marketing. And, if you indicate on it, for example, a QR code, then this is already digital marketing.
Current trends are such that even the classic offline advertising platforms like television, radio and newspapers have become digital or have digital counterparts. And in the near future, digital media will take even greater market shares from analogue peers.
Who is doing this?
Engaged in digital marketing, logically — digital agencies. Such a team usually consists of a marketer, SEO specialist, analyst, project manager and product manager, designer, programmer, content manager and, finally, a copywriter. In outsourcing mode, such companies also cooperate with photographers and videographers. In addition to standard Internet marketing services (website creation and promotion, design, media and contextual promotion, marketing strategies, content plans, creation of advertising audio, photo, video and text products, work with social networks), digital agencies also organize offline Events.
Equally important in digital marketing is the collection and processing of analytics. In the digital space, this is done easily and reliably. It's all like everywhere else - user data, behavioral patterns, demographics, activities, sources, traffic, etc.
With the help of this data and digital analytics systems, digital marketers study the target audience and the effectiveness of the applied advertising promotion strategies. Therefore, without analytical systems, the work of digital marketers is impossible.
The following channels and tools for disseminating information are the most common and demanded in the work of digital marketers:
- Digital Media, TV, radio and blogger accounts.
- Mobile applications, instant messengers, games.
- SMS, MMS and e-mail newsletters.
- Selling landing pages, online stores and shop windows.
- Contextual and targeted advertising.
As a rule, advertising strategies use the maximum possible and affordable budget number of sites and tools. They are selected, first, for a specific product and marketing tasks.
Tools can be both paid and free (own). There is also a category of “earned” resources, which include partnership arrangements and the results of the word of mouth.
Of all the tools, the most trendy and actively developing is video content, and of the channels — instant messengers. The popularity of infographics has grown by 800% over the past year. Promotion of a person, a brand, is still trending, when a charismatic personality becomes a leader of opinions and an instrument of influence.
In this regard, both Internet and digital marketers understand the enormous importance and impact of content marketing. Not a single advertising campaign and brand promotion can do without a content plan, copywriter, designer and analytics. A clearly defined content plan is the cornerstone of a marketing strategy.
Who and how?
The main task of a digital agency is to provide and support brand promotion in digital space and offline. In addition, the agency collects analytics not only private (for a specific product / customer), but also general. This helps to monitor the trends of the digital market, the quality and productivity of communication channels and predict the actions of both their own and competitors. For example, the PROMODO agency experts studied analytics immediately of 93 large online stores in Central and Eastern Europe. It turned out that the right amount of traffic is brought to them by the correct search engine optimization and thought-out contextual advertising.
Of course, the possibilities of digital marketing are wider and more flexible, because they allow different communication channels to interact and complement each other. That is, to invite people from “offline” to “online” and vice versa. The advantages of digital marketing can also include a wider and more transparent audience reach, at a lower cost, if you compare the same coverage with traditional advertising. In addition, unlike traditional advertising tools, in digital marketing, analytics and KPI miscalculation are many times more accurate and visual.