Digital - what is it? Digital marketing tools

Just recently, for a successful life in the global Internet network, it was enough and one SEO-promotion. But times go by, and progress in the age of information technology does not stand still. Internet advertising is developing and gaining momentum, while all the rest (outdoor, print, etc.) advertising is already at the peak of development or even declined. So still, digital - what is it?

Digital is the promotion of the brand by all possible information and electronic channels at the moment, such as television, the Internet, social networks, radio, and other media on the Internet.

The concept of

Digital is a completely new marketing sphere that brings together the possibilities of all existing communication channels. The main emphasis in this case is on the possibilities of new media. This term comes to replace the already familiar Internet marketing, which is now understood more widely. When answering the question "digital - what is it?" It should be remembered that this is a complex impact on the consumer.

Benefits

Digital marketing has several undeniable advantages:

• Targeting. The Internet allows you to differentiate a user by a variety of parameters, this makes the advertising impact more accurate.
• Price. In general, digital is still cheaper than traditional media advertising, although with the complexity of tools, with the emergence of an increasing number of people wishing to use the Internet environment to promote its value, too, is growing.
• High ability to track the effectiveness of the impact.

Marketing model of effective digital

Understanding the question of "digital - what is it?", You need to understand that this is a certain model of action for promotion. It includes the following elements.

1. Knowledge of the brand / product.

This channel is best used in the following cases:

• For a narrow target audience. Perhaps, there will be cost-effective contextual advertising or integration with well-known, maximally visited portals of this audience.
• Profitability of digital is much higher with a young and advanced audience, besides it is also the second channel in the reach of the target audience.
• In the event that an advertising company can not be carried through television.
• With a small budget.

2. Adoption of the brand.

Digital works best when:

• The brand needs to convey information about itself, to make it so that the consumer is inclined to buy.
• The brand is characterized by deep emotional involvement of the consumer.
• Brands are easy to make understandable on the Internet, give them a quick "promotion".
• Brands (sale or purchase, rendering of services) work only under condition of presence of the sample, a sampler.

3. Trial purchase.

If you familiarize the audience with the brand through the digital, then the sample should be tested on the spot, in the same way.

4. Rational benefits when buying through digital.

Retention of the buyer due to incentives, periodic price drops and constant motivating programs.

5. Loyalty.

In order for users to feel more emotional involvement than rational, it is necessary to study them deeper, to develop a dialogue. And in this digital is strong, like no other.

Features

Digital marketing is the promotion of the product to the broad masses through digital channels. To understand, digital - what it is, we list the most popular digital channels of promotion:

• search engines;
• Contextual and teaser advertising;
• Advertising on banners;
• SMM and blogs;
• Advertising in mobile applications;
• Advertising in video content;
• Viral advertising.

Internet marketing has progressed to digital digital marketing. Today this is a more complex and precise name.

The enterprise needs digital marketing for the following reasons:

• SMS and MMS messages lose their popularity, but mobile devices, on the contrary, are gaining.
• Currently, the dynamics of the transition of the Internet to local networks are viewed.
• Every year, digital TV gradually replaces the terrestrial and connects to Internet applications, which allows users to link their accounts with smart applications on electronic devices and simplifies the use of TV, resulting in its popularity.
• Electronic advertising (POS-terminals, LED screens, running lines) gradually supplants the usual outdoor advertising with its banners and light boxes. This allows you to attract the attention of consumers with greater strength, not only during the day, but also at night. Stimulates to purchase, motivates.
• Special applications on smartphones allow in real time not only to observe the events, but also to take an active part in them.
• Even art forms have been shaken under the influence of digital marketing. The use of various drawing applications, musical instruments, etc. made it possible to make a huge step in the art industry.

Digital Agency - what is it?

Compared to conventional media agencies engaged in the placement of your advertising, digital agencies provide a completely different range of more effective services at the moment:

• Creation, maintenance and promotion of sites, design.
• Development of the company's development strategy, its information environment.
• Work in online communities, groups, blogs, social networks, forums and special venues.
• Organization of event-events, competitions, presentations in conjunction with online promotion.
• Passion and further transfer of the consumer from online to offline.

The main thing that distinguishes the digital agency from the usual advertising one is the work in small independent teams with freelancers and the lack of activity in offline. The main tool of the digital agency are social media monitoring systems.

To prove the effectiveness of investing in digital, you can in a huge number of ways: from your resume and letters of thanks and awards to quality measurements and reports.

It is common for today to create a client service with more complex media reports than dry statistics.

Welcome active sites, blogs, social networks, participation in blogs, the availability of unique articles. If the content of all of the above is not updated, then most likely, the future of these agencies do not.

The most popular digital agencies are ADV, R / GA, Promo Interactiv, Gray New York, Pirogov's Bureau, Zebra, Razorfish, DesignDepo, Viral Factory, Mr. Youth / RepNation.

Digital advertising: the main differences

The rapid development of the global Internet and its services, as well as the emergence of new gadgets and many applications push the company to use digital strategies. It is necessary to keep pace with the times, quickly respond to all events. But not even this most important, the main thing is the forecast, the ability to look at the situation is cold, to present it in the future.

Digital advertising does not lend itself to most of the laws of offline marketing, and therefore, thinking about the digital partner, first look at his online services. To control the performer for digital promotion, you need to get at least a minimal set of knowledge about the possibilities of the Internet. Today, it is not a problem to pass the digital courses on the Internet, which teach basic concepts and methods.