Digital marketing refers to the promotion of products and/or services through digital mediums such as digital signage, websites, social networks, e-mail, SMS marketing, podcasts, radio etc. Digital advertising is an integral part of online marketing, which uses online and/or internet based digital media like mobile phones, computer software, digital signage and other web-based digital platforms and devices to promote goods and/or services.

Digital marketing

Digital advertising encompasses a wide range of approaches including social marketing, direct marketing, search engine optimization (SEO), banner advertising and paid placement advertising. A large number of companies utilize the use of digital advertising in order to reach out to their target market and increase the awareness about their company’s products and/or services and thereby increase sales and profits. These advertising tools help organizations to reach out to more people, reach out to more potential customers, and reach out to more potential customers by making it easy for users to access various types of ads on the Internet.

A lot of businesses have made use of the concept of online marketing through social media. This is one of the easiest and most cost effective forms of online marketing. It is important to understand the difference between offline and online marketing so as to make the correct use of social media. On the other hand, it is essential for companies to know how to use digital marketing tools properly to be able to achieve maximum benefits and return on investment (ROI). Digital advertising can be categorized into three categories, namely online advertising, offline advertising, and integrated marketing.

Online Marketing: In order to do well in online marketing, businesses need to choose an appropriate tool for advertising their products or services. To make the right choice, companies should carefully analyze their target market, target audience, and competitors, so as to reach out to them with the right kind of adverts. There are also many free online tools available, which can help businesses in their online advertising campaigns.

Offline Advertising: There are many traditional forms of offline advertising such as radio advertisements, TV commercials, magazine advertisements, pamphlets, posters and hoardings and so on. However, these traditional forms of advertising are not capable of reaching out to a broad audience and do not allow users to look beyond the immediate vicinity of the particular location from where they are distributed. In the case of television advertisements, advertisers usually rely on the programming or time-limited advertisements. Radio advertising requires the use of radio frequencies and hence a wide geographical area needs to be covered.

Integrated Marketing: This form of digital advertising involves a combination of both traditional and modern methods of advertisement and marketing. There are various forms of this form of advertising like online and offline advertising. The main aim of the digital advertising is to get the maximum exposure and create a strong impression to potential clients. However, in order to do that, there are a variety of factors to be taken into consideration, which include the target market size, demographic data and preferences, target audience, targeted audience, frequency of distribution and reach, cost effectiveness, customer service quality, and brand loyalty.