Digital marketing is marketing that makes use of electronic devices (computers) such as personal
computers, smartphones, cellphones, tablets Television sets TV and game consoles to engage with
stakeholders. A component of Digital marketing is Digital Brand Engagement. Digital marketing
applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social
networks. Digital Marketing can be through Non-internet channels like TV, Radio, SMS, etc or
through Internet channels like Social Media, E-mails ads, Banner ads, etc.”
with it? What makes it unique?
Understanding customers In order truly to understand your customers, you need to conduct market
research (discussed in much more detail in the next chapter). Try not to make assumptions about
why people like and transact with your brand – you may find their values and motives are quite
different from what you thought. Ongoing research will help you build a picture of what particular
benefit or feature your business provides to your customers, allowing you to capitalize on this in
your marketing content. One important area on which to focus here is the consumer journey – the
series of steps and decisions a customer takes before buying from your business (or not). Luckily,
online data analytics allow you to get a good picture of how people behave on your website before
converting to customers; other forms of the market research will also help you establish this for your
Products (and services)
Products and services are what a company sells. The Internet enables the business to sell a huge range
of products, from fast-moving consumer goods and digital products such as software to services
such as consultancy. Online, the experience the user has in discovering and purchasing can be
considered part of the product the brand provides.
The prevalence of search engines and of shopping comparison websites, such as
www.pricerunner.co.uk, www.pricecheck.co.za/ and www.nextag.com, makes it easy for customers
to compare product prices across a number of retailers; These stories then go on to build connections
between people, ideas, brands, and products. Communities of people follow truly great brands
because they want to be part of their stories. Apple is a good example of a brand with a dedicated
People want their products; they want the world to know that they have an iPhone or a MacBook.
This kind of tribal following spells success for any brand. With price differentiation becoming a
the challenge, especially for smaller players in the market, businesses need to consider differentiating on
value. Value is a combination of service, perceived benefits, and price, where customers may be
willing to pay a higher price for a better experience, or if they feel they are getting something more
then just the product.
Placement (or distribution)
Product distribution and markets no longer have to be dictated by location. Simply by making their
products visible online (for example, on a website or Facebook page), brands can reach a global
market. The key is to reach and engage customers on the channels they are using – this is why
choosing your digital tactics is vital. You want to engage customers on their terms, not yours.
Technology such as APIs, SOAP services, RSS and XML allow information and services to be
distributed throughout the world. For example, the API for a hotel reservations database allows a
a diverse range of websites to offer instant online bookings for hotels in the inventory.
The Internet, as an information and entertainment medium, naturally lends itself to promoting
products. The online promotional mix is an extension of the offline, but with some significant
differences. For one, online promotion can be tracked, measured and targeted in a far more
sophisticated way. But promotion doesn’t just mean advertising and talking at customers – on the
Internet, it’s crucial to engage, collaborate and join conversations, too. Interacting with customers
helps build relationships, and the web makes this sort of communication easy. That’s why a good
portion of this book is devoted to engagement tactics and tools.
A new P: People
In addition to the existing Four Ps, the Internet requires you to consider a new P: People. This
element speaks to examining the powerful human element that the digitally connected world
permits: personalization, peer-to-peer sharing, communities, and consumer-centric organizations
that allow people to participate in the brand story.
SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis
A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is an ideal way to understand
your business and your market.