Digital marketing. Just another one of those new, fancy buzzwords you should use to sound smart in meetings or is it the real deal?
Maybe a better question is: What is it?
This digital marketing guide will show you what’s what.
First popularized as a term in the early 2000’s, digital marketing has actually been around much longer.
Like, WAY longer. About 100 years longer, to be exact.
As usual, Wikipedia does a crappy job at explaining: Digital marketing is an umbrella term for the targeted, measurable and interactive marketing of products or services using…
I want an easy definition that I can remember! Here’s one: Digital marketing is any form of marketing products or services that involves electronic devices.
That’s the reason it has been around for decades (because electronics have) and why it doesn’t necessarily have anything to do with content marketing, Google ads, social media or retargeting.
Digital marketing can be done both online and offline.
And, both kinds matter for a well-rounded digital marketing strategy.
The 2 main pillars of digital marketing are online marketing and offline marketing. That said, since I’ll talk about online marketing in a separate guide, I’ll only mention the different areas of online marketing here, for the sake of completeness.
The 7 big categories of online marketing are:
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Content marketing
- Social Media Marketing (SMM)
- Pay-per-click advertising (PPC)
- Affiliate marketing
- Email marketing
Here are the 4 big categories of digital offline marketing.
First, there’s what I call enhanced offline marketing. This is a form of marketing that is entirely offline, but enhanced with electronic devices.
For example, if your restaurant uses iPads for your customers to create their orders on, then the offline experience of say, eating Thai food, is enhanced with this electronic device.
People have been using digital media to enhance their marketing for decades (you’ve only forgotten in what ways, as you’ll see).
Next, there’s radio marketing. The next time you hear an annoying, over-enthusiastic car dealer shout every word of his or her commercial, thank Mr. Marconi.
Of course, we can’t forget television marketing. TV ads have been around for more than half a century (and since 1953 also in color, nationwide – Yes, there was a time before color TV).
Finally, the biggest and fastest growing area of offline marketing, with admittedly also a lot of flops, busts and failures: phone marketing.