Digital marketing (e-marketing, electronic marketing, internet marketing) presents all online or electronically-based activities that enable manufacturers of goods and services to meet the needs and desires of their customers in a quick and efficient way. It can be used in the strategic planning process and tactically implementing strategic ideas into concrete actions.
Development of the Internet, and in particular the Web, made it possible to significantly reduce marketing costs, its global reach, the use of multimedia and improved communication with customers. In a way, almost everything on the Internet is marketing. New opportunities for market research, new models of electronic marketing and improved customer decision-making have been created.
Apart from the fact that all Web sites have a more or less marketing function, there are also quite specific opportunities for advertising and promotion on the Internet. Company Websites provide detailed information about products and services offered by the company, allow visitors to ask questions about products and services, buy products, learn how to use the product, and solve problems with purchased products.
The benefits of digital marketing
It can be said that online marketing is direct marketing. However, while direct marketing with the use of traditional media (mail, telephone, etc.) is the most expensive form of communication with customers, for direct marketing over the Internet, the exact opposite is true. Direct marketing has found the Internet more than an effective means of realizing its goals.
With relatively low costs, the Internet is a very effective tool for direct marketing. The possibilities of the Internet as a sales channel are limited, to a large extent, by the specific characteristics of the products being sold. Today, the Internet offers new ways to communicate with the market.
There may always be new information on the Web because the pages can always be refreshed. This can be a great advantage over some traditional marketing tools and traditional media (catalogs, TV spots, newspaper ads, etc.), because they need to be prepared and made, and the moment of their publication is conditional in time. On the Web, there is the possibility of dual communication with users, unlike mass media.