Digital marketing is a form of marketing that uses digital technologies to promote products and services. It includes tactics like search engine optimization, search engine marketing, content marketing, influencer marketing, and more. The key objectives are to promote brands, build preference, and increase sales through digital channels like the internet, mobile phones, and traditional media. It is a customer-centric approach that aims to create meaningful relationships with consumers through relevant and personalized interactions.

1. Digital marketing
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 and increase sales
through various digital marketing techniques. It is em-
bodied 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..[1]
Digital marketing activities are search engine optimiza-
tion (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 di-
rect marketing, display advertising, e–books, optical
disks and games, and any other form of digital media.
It also extends to non-Internet channels that provide digi-
tal media, such as mobile phones (SMS and MMS), call-
back and on-hold mobile ring tones.[2]
The fundamental
concept in digital marketing is based on the inbound mar-
keting approach or generally it’s called customer centric
approach.
According to the Digital Marketing Institute, Digital
Marketing is the use of digital channels to promote or
market products and services to consumers and busi-
nesses.
1 History
The term 'digital marketing' was first used in the 1990s.[3]
In the 2000s and the 2010s, digital marketing be-
came more sophisticated as an effective way to cre-
ate a relationship with the consumer that has depth and
relevance.[4] [5]
While the term 'digital marketing' may
not have been used until the 1990s, digital marketing it-
self has roots to the mid-1980s when the SoftAd Group,
now ChannelNet, developed advertising campaigns for
several major automobile companies, wherein people
would send in reader reply cards found in magazines and
receive in return floppy disks that contained multime-
dia content promoting various cars and offering free test
drives.
The rapid evolution of digital media has created new op-
portunities and avenues for advertising and marketing.
Fueled by the proliferation of devices to access digital
media, this has led to the exponential growth of digital
advertising.[6]
In 2012 and 2013 statistics showed digital marketing re-
mained a growing field.[7][8]
Digital media growth is estimated at 4.5 trillion online ads
served annually with digital media spend at 48% growth
in 2010. An increasing portion of advertising stems
from businesses employing Online Behavioural Advertis-
ing (OBA) to tailor advertising for Internet users. Though
an innovative resource, OBA raises concern with re-
gards to consumer privacy and data protection. Such
implications are important considerations for responsible
communications.[6]
Digital marketing is often referred to
as 'online marketing', 'internet marketing' or 'web mar-
keting'. The term 'digital marketing' has grown in popu-
larity over time, particularly in certain countries. In the
USA 'online marketing' is still prevalent, in Italy is re-
ferred as 'web marketing' but in the UK and worldwide,
'digital marketing' has become the most common term,
especially after the year 2013.[9]
2 Latest Developments and Strate-
gies
As digital marketing is dependent on technology which is
ever-evolving and fast-changing, the same features should
be expected from digital marketing developments and
strategies. This portion is an attempt to qualify or seg-
regate the notable highlights existing and being used as
of press time.
1. Segmentation: more focus has been placed on seg-
mentation within digital marketing, in order to target spe-
cific markets in both business to business and business to
consumer sectors.
2. Influencer Marketing: Important nodes are identi-
fied within related communities, known as influencers.
This is becoming an important concept in digital target-
ing. It is possible to reach influencers via paid advertising,
such as Facebook Advertising or Google Adwords cam-
paigns, or through sophisticated sCRM (social customer
relationship management) software, such as SAP C4C,
Microsoft Dynamics, Sage CRM and Salesforce CRM.
Many universities now focus, at Masters level, on engage-
ment strategies for influencers.
To summarize, Pull digital marketing is characterized by
consumers actively seeking marketing content while Push
digital marketing occurs when marketers send messages
1

2. 2 3 SEE ALSO
without that content being actively sought by the recipi-
ents.
3. Online Behavioural Advertising: Online Be-
havioural Advertising refers to the practice of collecting
information about a user’s online activity over time, “on
a particular device and across different, unrelated web-
sites, in order to deliver advertisements tailored to that
user’s interests and preferences[10]
4. Collaborative Environment: A collaborative en-
vironment can be set up between the organization,
the technology service provider,and the digital agen-
cies to optimize effort, resource sharing, reusability
and communications.[11]
Additionally, organizations are
inviting their customers to help them better understand
how to service them. This source of data is called User
Generated Content. Much of this is acquired via com-
pany websites where the organization invites people to
share ideas that are then evaluated by other users of the
site. The most popular ideas are evaluated and imple-
mented in some form. Using this method of acquiring
data and developing new products can foster the organi-
zations relationship with their customer as well as spawn
ideas that would otherwise be overlooked.
An important consideration today while deciding on strat-
egy is that the digital tools have democratized the promo-
tional landscape.
5. Remarketing: Remarketing plays a major role in dig-
ital marketing. This tactic allows marketers to publish
targeted ads in front of an interest category or a defined
audience, generally called searchers in web speak, they
have either searched for particular products or services
or visited a website for some purpose.
6. Game advertising: Game ads are advertisements that
exist within computer or video games. One of the most
common examples of in-game advertising is billboards
appearing in sport games. In-game ads also might appear
as brand-name products like guns, cars, or clothing that
exist as gaming status symbols.
2.1 Digital Marketing Channels
Digital Marketing is facilitated by multiple channels, As
an advertiser one’s core objective is to find channels
which result in maximum two way communication and
a better overall ROI for the brand. There are multiple
online marketing channels available namely;[12]
1. Affiliate marketing
2. Display advertising
3. Email marketing
4. Search marketing
5. Social Media
6. Social Networking[13]
7. Game advertising
8. Online PR
9. Video advertising
2.2 Multi-channel communications
Push and pull message technologies can be used in con-
junction.
2.3 Self-regulation
The ICC Code has integrated rules that apply to mar-
keting communications using digital interactive media
throughout the guidelines. There is also an entirely up-
dated section dealing with issues specific to digital in-
teractive media techniques and platforms. Code self-
regulation on use of digital interactive media includes:
• Clear and transparent mechanisms to enable con-
sumers to choose not to have their data collected for
advertising or marketing purposes;
• Clear indication that a social network site is com-
mercial and is under the control or influence of a
marketer;
• Limits are set so that marketers communicate di-
rectly only when there are reasonable grounds to be-
lieve that the consumer has an interest in what is be-
ing offered;
• Respect for the rules and standards of acceptable
commercial behaviour in social networks and the
posting of marketing messages only when the forum
or site has clearly indicated its willingness to receive
them;
• Special attention and protection for children.[14]
3 See also
• Visual marketing
• Online advertising
• Digital marketing system
• Digital marketing engineer
• Social media marketing
• SMS Marketing

3. 3
4 References
[1] “Definition of digital marketing”. Financial Times. Re-
trieved 22 August 2015.
[2] “Digital Marketing”. Techopedia. Retrieved 22 August
2015.
[3] Clark, Dorie (11 November 2012), The End of the Ex-
pert: Why No One in Marketing Knows What They're Do-
ing, Forbes, archived from the original on 4 November
2013
[4] “Ad agency joins up with AOL for marketing surveys”.
Retrieved 2015-03-11.
[5] Kates, Matthew (17 April 2013), Making digital and tra-
ditional marketing work together, Econsultancy, archived
from the original on 25 November 2013
[6] “Digital Marketing Communication”. iccwbo.org. Re-
trieved 17 October 2015.
[7] Brinkley, Claire (18 October 2012), Digital marketing is
growing in Australia, but so is the skills gap, Econsultancy,
archived from the original on 21 October 2012
[8] eMarketer (25 September 2013), Worldwide Ad Growth
Buoyed by Digital, Mobile Adoption, eMarketer, archived
from the original on 12 November 2013
[9] Google, Trends. “Google Trends”. Google Inc. Retrieved
9 February 2014.
[10] “654 oba resource guide final” (PDF). codescentre.com.
[11] “whitepaper-collaborating with digital agency” (PDF).
hcltech.com.
[12] Pratik Dholakiya (14 April 2015). “3 Digital Marketing
Channels That Work for Every Advertiser”. Entrepreneur.
Retrieved 17 October 2015.
[13] “4 Important Digital Marketing Channels You Should
Know About”. Digital Doughnut. Retrieved 17 October
2015.
[14] “ICC Code, Digital Interactive Media - ICC Codes Cen-
tre”. codescentre.com. Retrieved 17 October 2015.
5 Further reading
• Ryan, Damian; Jones, Calvin (2009), Understand-
ing digital marketing: marketing strategies for en-
gaging the digital generation, Kogan Page, ISBN
0749453893
• Carter, Ben; Brooks, Gregory; Catalano, Frank;
Smith, Bud (2007), Digital Marketing for Dummies,
John Wiley & Sons, ISBN 9780470057933

4. 4 6 TEXT AND IMAGE SOURCES, CONTRIBUTORS, AND LICENSES
6 Text and image sources, contributors, and licenses
6.1 Text
• Digital marketing Source: https://en.wikipedia.org/wiki/Digital_marketing?oldid=706453016 Contributors: DennisDaniels, Topbanana,
Discospinster, Brianhe, Smalljim, Richi, Alansohn, Velella, Versageek, Woohookitty, Ylem, Stefanomione, Jehochman, FlaBot, DVdm,
Bgwhite, Gwernol, RussBot, NeilN, SmackBot, Herostratus, McGeddon, Clpo13, Gilliam, Ohnoitsjamie, Radagast83, Mion, Cumbrowski,
Kuru, Microchip08, Clare., IronGargoyle, Nagle, Beetstra, TastyPoutine, Danlev, Globalmuseum, OS2Warp, BGlassman, Timtrent,
Cydebot, Corpx, Alaibot, Headbomb, Lfstevens, Barek, MER-C, SiobhanHansa, Acroterion, Magioladitis, Theroadislong, Oicumay-
beright, R'n'B, Miztinsel, In Transit, Bonadea, Oberstpac, Rdquay, Oshwah, Vipinhari, Falcon8765, HowardTScott, Sanko, Dancef-
reak76, SteveChipman, Ummkkay, Theopapada, ElReyalto, Flyer22 Reborn, Tiptoety, Nuttycoconut, Cirlincione, ClueBot, PoisonedPi-
geon, Matdrodes, Jimjmc, Johnuniq, Apparition11, XLinkBot, Delicious carbuncle, Randomalias, Phudz7o, Viewstream, Addbot, Grayfell,
RTG, Yobot, AnomieBOT, AmritasyaPutra, Rubinbot, Materialscientist, Xqbot, Pradeeban, Webwat, Jimginat, Pangaconsultant, Alvin
Seville, Hanssmellinckx, Lily0182, FrescoBot, Giorgio-1970, W Nowicki, Somatica, Kerzzb, Pinethicket, MastiBot, Wahd2005, Markguy,
Net2userness, Vishalaptco, Lotje, Indrajit champaty, Pozytyv, Liblog, Mean as custard, Coast123, Alph Bot, Rollins83, Dgall87, Eu-
clidthalis, Caseymaeknox, A2soup, Cmezera, AvicAWB, Hazard-SJ, PBR Recordings, Steve Bradshaw, Donner60, Bill Hicks Jr., Chuis-
pastonBot, Whywater112, Abhishekusoni, EdoBot, Lynxgeeknyc, ClueBot NG, Sanjeevgcom, Jeffrey Scott Maxwell, Branden 654333%,
Dimidi, Macdonjo, Masssly, Psharma1720, Fuddydud20, BG19bot, Contributor29wiki, Pintu joshi, Loaww, Vdhar, Derschueler, Gary-
monk, Pseudofusulina, Pratyya Ghosh, Comatmebro, YFdyh-bot, Fabiansmithh, Sivaybr, DavidMcMahonAust, Hoanglongcitd, Spsin-
dia, Lone boatman, Tofinojoe, A53collins, Lugia2453, Deepkatiwari.xyz001, Digitalindia, Gargi raval, Wieldthespade, Rakenthpai39,
Surbhi.simc, Cyberbridge, Gmattox, Rharendra, Garlex01, Chetanharihar, ImGauge, Mushyjoy, Kenjalo123, Digitalphilryan, Soumya
Ranjan Udgata, SouthAfricaExpat, Scotkersgaard, Hackersmovie, Ahmadmorabeih, Rolf Dreier, Outbox123, AyushiC, JaconaFrere, Zam-
belo, Vestranet, Vieque, HomeFinder1, MartinWoodfield, BethNaught, Amit EHS Consultant, Guevarra.jayson, Lintyrobins, ContentK-
ing01, Joanna.skidmore2014, Yash.056, Dai Pritchard, KH-1, Ajayacharya28, Rocky3794, NaTTam, Sarasedgewick, Piyalahoti, Rso-
lar31g, Eliraeicc, Jagritgupta, Israelpmx, Fede1seo, Digitalescalatorinternational, Newrisedigital, Jlewis144, Jcolliso, Rathore.deepak1,
Kiki76it, Mac4567, Digitalmaketingguru1, Gyanshusingh, Vedanga Kumar, Sallyanne27, EsmeeNetwork, Alexsmith22, Varmagroups12,
Dbudge1, Amiteb, Derouichemed, Manihbadhiye, AdamLevine08, Fill17buy100, Digitalmarketermvbn, Formaveille2, Ray075, Hball666,
ProprioMe OW, Rintuseo, Sircularevents, DigiMarket, Batra.anamika, Durgan8, Distle, Muthanna13, KrishnaKevin, Pujaarya, Peppy Pa-
neer, Write2theideacore, Carmenfinan, Rlousada, Alynaqi, Loudclearlc, Jatinder1980, Thetechchaser, Aznauryanmikayel, Jayakumartvm,
RoryGlover25, Ikopalto, Daponecst, Raj.mayank18, Sattra0008, Clackagnewas, Mokai2008, LIQVD ASIA, Pratik8307, MellinaWilliams,
Saivision, Hugocorreamendes, Speakrj, Alexa Fox, Gh-news, Kanitzzz, Gcity99 and Anonymous: 214
6.2 Images
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main Contributors: Own work, based off of Image:Ambox scales.svg Original artist: Dsmurat (talk · contribs)
6.3 Content license
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