Digital media marketing is a generic term for customer attraction. And any – from advertising on online radio to the announcement of contextual advertising on the Internet. In simple terms, digital media marketing is any promotion in which “figure” participates.
Digital marketing includes Internet marketing the same as Internet marketing, but it is not limited to the Internet. Let’s compare: Internet marketing is SEO-site promotion, context, webinars and all channels that are available to the user only on the Internet. And digital marketing is all of the above, plus advertising and promotion on any digital media outside the network. That is, it implies digital communication, which takes place both online and offline.
Well and, of course, digital marketing does not include promotion through such traditional channels as ads in newspapers, flyers, TV ads, billboards. Although, if a QR code is indicated on the billboard, with the help of which you can go to the website, then this is digital marketing.
What is included in digital marketing
Each of the tools and channels of digital marketing can be devoted to the article. Therefore, we will not analyze them in detail, but list the most common ones:
- digital TV and online radio;
- advertising in applications, instant messengers, online games;
- SMS and MMS distribution;
- advertising on interactive and outdoor LED screens, self-service terminals;
- SEO and SEM – search marketing online;
- contextual advertising, banners and teaser ads;
- SMM – social media marketing;
- email marketing;
- affiliate marketing, in which the webmaster receives payment for attracting each visitor or buyer.
Few companies can afford it all at once, but this is often not necessary. The choice depends on the business objectives and/or the approach of the agency that leads the project.
Our agency is working in the sphere of project management and digital media marketing, and ready to offer solutions to all its clients.
How it all began in Digital Agency London
At one time, digital was possible without internet marketing at all. An example of this is the pioneers in this area, SoftAd Group (now ChannelNet). In the mid-80s, they developed an unusual advertising campaign for several car manufacturers at that time.
The idea was this: readers of the magazine had to cut out a special insert from the magazine and send it by mail. And in response, they received an offer of a free test drive and a floppy disk on which there was an advertisement for various automobile brands. So the company used digital media in combination with offline promotion tools. And the term “digital marketing” (or “digital marketing”) itself began to be used in the 90s.
What is included in digital marketing
Each of the tools and channels of digital marketing can be devoted to an article.
Therefore, we will not analyze them in detail, but list the most common of them:
- digital TV and online radio;
- advertising in applications, instant messengers, online games;
- SMS and MMS;
- advertising on interactive and street LED screens, self-service terminals;
- SEO and SEM – search engine marketing on the web;
- contextual advertising, banners and teaser advertising;
- SMM – social media marketing;
Email marketing
affiliate marketing, in which the webmaster receives payment for attracting each visitor or buyer.
Afford all and at once a few companies can, but this is most often not necessary. The choice depends on the goals of the business and/or the approach of the agency that leads the project. The view on the digital and the effectiveness of different channels may differ, so we asked the opinions of several experts from this field at once.
What do digital agencies do
Generally speaking, digital agencies ensure the presence and promotion of the brand in the digital environment. The team may include a marketer, SEO specialist, analyst, project manager, designer, layout designer, programmer, content manager, and copywriter. For occasional work, such an agency may hire freelancers, such as videographers or photographers.
The agency provides the following service:
- promotion strategy development of the product;
- working with online communities;
- creation and promotion of sites, design, media;
- organization of offline events;
- creating advertising for digital TV or online radio, etc.
But there is one more important point – digital marketing is almost first and foremost an analyst. Fortunately, the digital environment makes it easy to collect data. Marketers analyze information about users and their behavior: demographic data, interests, online activity, advertising sources to go to the site, etc.
With the use of such data, a digital agency can better understand the target audience and how effective a particular advertisement or promotion strategy is. Therefore, among the most important tools in their arsenal, experts call precisely clear systems. Of course, every client gets an individual approach to the task, which has to be carried out.
