Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them.The key objective is to promote brands, build preference, engage with customers and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product, and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio. Digital marketing includes those marketing efforts that send a message from a source (company) to a receiver (customer) through digital platforms and the internet Online marketing and retailing are swiftly evolving as more and more shoppers no longer simply go to the nearest store, but rather, grab the nearest digital device. Technology is opening up a world of possibilities previously unavailable to both marketers and consumers. Also, options and reach are hugely enhanced by international e-commerce.]Today, brands are utilising digital touch points as channels in the marketing communications process, and shoppers are using them to their advantage along the entire pathway to purchase. Furthermore, “omni-channel shoppers are using online and offline channels seamlessly.

Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, ebooks, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ringtones. The fundamental concept in digital marketing is based on the inbound marketing approach or generally it's called customer centric approach.

The world we live in today has become increasingly digital focused and is developing at a significantly fast rate. It is common now to have automatic access to digital devices and the internet due to the digital capabilities available which have completely changed the way in which society communicates and interacts. The way in which digital marketing has developed since the 1990’s and 2000’s has dramatically changed the way brands and businesses can utilise technology and digital marketing to add value to their marketing efforts,. The need to market a brand over the wide variety of technology devices available has become a challenge for brands however allows for more means to reach and influence customers and their engagement with a brand. Digital Marketing is the use of digital channels to promote or market products and services to consumers and businesses.

Digital marketing campaigns are becoming more prevalent, as digital platforms are increasingly being incorporated into marketing plans. For example, use of digital platforms has revolutionised Dove’s Real Beauty marketing campaign.Platforms such as Instagram and YouTube allow brands to be better storytellers and provide customers with a space to share their experiences of brands and products. Digital media are allowing for vastly more consumer-to-consumer and company-to-consumer conversations to occur, which are increasingly concerned with “creating presence, relationships and mutual value Utilising Digital Marketing in the Digital Era There are a number of ways brands can use digital marketing to benefit their marketing efforts.

The use of digital marketing in the digital era not only allows for brands to market their products and services but also allows for online customer support through 24/7 services to make customer feel supported and valued. The use of social media interaction allows brands to receive both positive and negative feedback from their customers as well as determining what media platforms work well for them and has become an increased advantage for brands and businesses. It is now common for consumers to post feedback online through social media sources, blogs and websites feedback on their experience with a product or brand.It has become increasingly popular for businesses to utilise and encourage these conversations through their social media channels to have direct contact with the customers and manage the feedback they receive appropriately. Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences. It is increasingly advantageous for companies to utilise social media platforms to connect with their customers and create these dialogues and discussions. The potential reach of social media is indicated by that fact that in 2015, each month the Facebook app had more than 126 million average unique users and YouTube had over 97 million average unique users Brand Awareness with Digital Marketing Ease of Access A key objective is engaging digital marketing customers and allowing them to interact with the brand through servicing and delivery of digital media. Information is easy to access at a fast rate through the use of digital communications. Users with access to internet can use many digital mediums, such as Facebook, YouTube, Forums, and Email etc. Through Digital communications it creates a Multi-communication channel where information can be quickly exchanged around the world by anyone without any regard to whom they are. Social segregation plays no part through social mediums due to lack of face to face communication and information being wide spread instead of to a selective audience. This interactive nature allows consumers create conversation in which the targeted audience is able to ask questions about the brand and get familiar with it which traditional forms of Marketing may not offer