Digital marketing or also called Data-Driven Marketing is the general term for the promotion and selling of products and services using digital technologies, which is transacted through the internet. The term digital marketing actually began in the 1990s, but sometime in the 1980s, this idea was already taking root from the automobile advertisement strategy designed by the SoftAd Group, which is now known as ChannelNet, in which they gave floppy disks containing a multimedia promotion of different car models with free test drives in exchange of the reply cards sent over by interested people. With its further development, depending on the device capability being used, digital marketing is also referred to as online marketing, internet marketing, or web marketing. USA use online marketing and Italy uses web marketing, while UK prefers to stay with digital marketing.
The start of the year 2000 saw a rise of companies employing digital marketing as a way of marketing their products. Due to the fast progress of developing digital devices and digital platforms, many people have started to browse on products and services on the internet, instead of checking these brands physically of designated stores. The fast progress of digital marketing has become so proliferate and so advanced due to the development of various digital techniques, like search engine optimization, search engine marketing, content marketing, influencer marketing, content automation, campaign marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, optical disks, video games.
Digital marketing makes it possible for brand companies to promote their customer service strategies, such that they can put up a customer service 24/7 online, using social media, so customers can make online communication and feel that they are valued and supported. Customer feedback through social media are equally important for brand companies to help improve their products and encourage an indirect way of advertisement as other people can read online the conversations of the customers. People with access to the internet have many digital media to choose from, such as Face Book, YouTube, Forums, Email, etc and, through these, information can be quickly exchanged globally without any regard to who these people are. Creating a social media page can actually nurture good customer relations between existing customers and new customers, as well as reinforcing brand awareness.
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Another advantage of digital marketing is the lowering cost of the products as other entailing factors in the manufacturing, such as external service, advertising, processing, interface design, and control, are relatively affected in the accosting process.
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Because digital marketing is dependent on the internet, this can be considered as a major setback for promotion since some areas are not still internet-connected or that some areas have poor internet connection. Factoring in on the advantages and disadvantages of digital marketing can push for more creative promotional strategies.