The Role Of Digital Marketing In Business

Digital marketing is the marketing of products or services using digital technologies, this mainly takes place on the internet but it also includes mobile phone, display advertising and any other digital medium. Digital marketing is an extension to traditional marketing through a number of ways firstly when a business uses traditional and digital marketing they are using multiple channels. Doing this allows the businesses to spread their message a lot easier as they can communicate through a number of different ways such as TV adverts, Leaflets and social media advertising. It can also depend on the type of target market that a business has for example if a business has a younger audience they are more likely to use digital equipment such as phones and computers. By using both methods, your company is able to reach more potential customers. An example of a business who uses multiple channels to their advantage is McDonalds. They use billboards and print ads to attract the attention of potential consumers, but also have a strong online presence, especially through social media. This allows their message to reach all kinds of customers who they might not have reached if they had stuck to only one channel.

Another way in which digital marketing extends with traditional marketing is by using Active and passive engagement within the marketing Ads. Traditional marketing campaigns are usually passive and don’t tend to involve the audience. Television and print advertisements are helpful in disseminating information; they can also incorporate a message to look for more information on a website. An example of how passive and active engagement have worked together in the past is through the Coca-Cola “Share a Coke” campaign. This advert used traditional marketing techniques such as TV adverts and posters but also allowed users to get more involved using digital marketing. The advert allowed customers to find their names and the names of friends on bottles to receive a free Coke. The labels included hashtags, which encourage customers to share pictures of the targeted product and tag friends in their social media posts. There are different ways that a business is able to display digital marketing this consists of:

• Smart Phones
• Personal computers
• Laptops
• Tablets
• Game consoles
• Smart TV’s.

Using both digital and traditional marketing allows businesses to cover an entire audience rather than just a specific group of people which means they can bring in a larger audience helping their business to expand.