{"id":4018,"date":"2014-05-08T18:22:10","date_gmt":"2014-05-08T18:22:10","guid":{"rendered":"http:\/\/www.marketingteacher.com\/digital-marketing\/"},"modified":"2015-06-30T15:23:20","modified_gmt":"2015-06-30T15:23:20","slug":"digital-marketing","status":"publish","type":"post","link":"https:\/\/marketingteacher.com\/staging\/5483\/digital-marketing\/","title":{"rendered":"Digital Marketing"},"content":{"rendered":"<h1>Digital Marketing<\/h1>\n<h2>What is digital marketing?<\/h2>\n<p><strong>Digital marketing<\/strong> is essentially part of marketing. But what   is the difference between digital marketing and Internet or web marketing?   What are the digital marketing tools? And how do marketers plan for digital marketing?   This lesson aims to answer these questions.<\/p>\n<h2>How do marketers <em>plan<\/em> for  digital marketing?<\/h2>\n<p>There are two ways of looking at this.<\/p>\n<ul>\n<li>An <u>existing organization<\/u> may embark upon some digital marketing as   part of their marketing plan.<\/li>\n<li>An <u>organization trades solely on the Internet<\/u> and so their   marketing plan focuses purely on digital marketing.<\/li>\n<\/ul>\n<p>The marketing plan in either case is the next step, whether focused   upon digital marketing or all marketing.   The next lessons focus upon a tailor-made digital marketing plan which conforms   to the acronym AOSTC (from our generic <a href=\"https:\/\/marketingteacher.com\/staging\/5483marketing-plans\/\">marketing   planning lesson<\/a>).<\/p>\n<ul>\n<li>A &#8211; Audit &#8211; An audit of internal strengths and weaknesses, an   external opportunities and threats.<\/li>\n<li>O &#8211; Objectives &#8211; SMART digital marketing objectives.<\/li>\n<li>S &#8211; Strategy &#8211; digital marketing strategies.<\/li>\n<li>T &#8211; Tactics &#8211; an digital marketing mix.<\/li>\n<li>C &#8211; Controls &#8211; measuring the performance of our digital marketing plan.<\/li>\n<\/ul>\n<p>So the place to begin defining <em>digital marketing<\/em> is   to consider where it fits within the subject of marketing. So let&#8217;s   start with a definition of marketing. The American Marketing Association   (AMA) definition (2004) is as follows:<\/p>\n<p><em>Marketing is an organizational function and a set of processes for   creating, communicating and delivering value   to customers and for managing customer relationships in ways that   benefit the organization and its stakeholders.<\/em><\/p>\n<p>Therefore <u>digital marketing<\/u> by its very nature is one <u>aspect<\/u> of an organizational function and a set of processes for   creating, communicating and delivering value to customers and for   managing customer relationships in ways that benefit   the organization and its stakeholders. As such an aspect, digital marketing has   its own approaches and tools that contribute   to the achievement of marketing goals and objectives.<\/p>\n<p>This also helps us to differentiate between digital marketing and   E-commerce, since E-Commerce is simply buying and selling online.<\/p>\n<h2>What is the difference between digital marketing and internet or web   marketing?<\/h2>\n<p>There is no real difference between digital marketing and internet or web   marketing. However, with the arrival of mobile   technologies such as PDA&#8217;s and 3G mobile phones, as well as Interactive   Television, both terms tend to be stretched   to include these new media  technologies. On the other hand, others   would see digital marketing and internet or web marketing as subtly different,   for example Chaffey (below):<\/p>\n<p><em>Internet <\/em>[or web]<em> marketing is achieving marketing   objectives through <u>applying digital technologies<\/u>. <\/em><\/p>\n<p><em>Digital marketing is achieving marketing objectives through <u>use of   electronic communications technology<\/u>.<\/em><\/p>\n<p>Whilst this distinction is wholly acceptable, it is difficult to see   where the distinction lies between digital   technologies and electronic communications technologies, especially with   the convergence of technologies such as mobile devices.<\/p>\n<h2>What are the digital marketing tools?<\/h2>\n<p>The Internet has a number of tools to offer to the marketer. <\/p>\n<ul>\n<li>A company can distribute via the Internet e.g. Amazon.com.<\/li>\n<li>A company can use the Internet as a way of building and maintaining a   customer relationship e.g. Dell.com.<\/li>\n<li>The money collection part of a transaction could be done online e.g.   electricity and telephone bills.<\/li>\n<li>Leads can be generated by attracting potential customers to sign-up   for short periods of time,   before signing up for the long-term e.g. which.co.uk.<\/li>\n<li>The Internet could be used for advertising e.g. Google Adwords.<\/li>\n<li>Finally, the web can be used as a way of collecting direct responses   e.g.   as part of a voting system for a game show.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Therefore digital marketing by its very nature is one aspect of an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. As such an aspect, digital marketing has its own approaches and tools that contribute to the achievement of marketing goals and objectives.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-4018","post","type-post","status-publish","format-standard","hentry","category-digital-marketing"],"_links":{"self":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4018","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/comments?post=4018"}],"version-history":[{"count":0,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4018\/revisions"}],"wp:attachment":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media?parent=4018"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/categories?post=4018"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/tags?post=4018"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}