Introduction To Digital Marketing

According to the Chartered Institute of Marketing, marketing is defined as follows:

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability CIM (2016)

‘Digital marketing’ can also be defined as follows:

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers

Alexander (2020)

In the current dynamic environment, the development of new technology often surpasses companies’ abilities to overcome the challenges created by the technology. New digital presences in the form of platforms, apps, and tools are emerging daily, and the impact on stakeholders is continual.

Marketers and brands have lost control; and managing customer

communications in open domains does not always have a positive outcome, it can be either positive or negative. In the dynamic global environment, matured digital businesses integrate emerging digital technologies – such as social media, mobile tools, analytics, and the cloud – into their business service models which contributes towards digital communication. Less mature digital businesses focus on solving discrete business problems, using individual digital technologies (Kane et al., 2015, p. 3).

The role of digital marketing in a modern business is enhanced interaction with various audiences, using websites, email, and so on. It involves managing and harnessing the ‘5Ds of digital’, which are as follows:

digital devices digital platforms digital media digital data digital technology