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<h1 class="title">Introduction to Digital Marketing</h1>
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<p><span style="color: #000000; line-height: 1.5em;">By <strong><a href="../p_10076_wordpress/">Will Brown</a></strong> – eyeconomy.co.uk – 2018</span></p>
<p> </p>
<p><strong style="line-height: 1.5em; color: #000000;">What is digital marketing?<br/>
</strong><span style="color: #000000; line-height: 1.5em;">Digital marketing is marketing to people via digital media, in particular, via the web and mobile – with “marketing”, here, including objectives such as: branding, lead generation, advocacy, customer service, research and more, and tactics such as social media, content marketing, SEO, PPC, mobile marketing and advertising, email marketing, and more.</span></p>
<p><strong style="color: #000000; line-height: 1.5em;">Digital marketing stats<br/>
</strong><span style="color: #000000; line-height: 1.5em;">Here are a couple of important stats to put digital marketing into perspective:</span></p>
<ul>
<li><span style="color: #000000;">US marketers spend an average of 2.5% of their total company revenue on digital marketing activies -</span> <a href="http://www.gartner.com/technology/home.jsp">Gartner</a> <span style="color: #000000;">(Mar 2017)</span></li>
<li><span style="color: #000000; line-height: 1.5em;">Almost three-quarters (71%) of companies are increasing their digital budgets this year <a href="https://econsultancy.com/press-releases/7592-6-in-10-companies-plan-to-increase-their-marketing-investment-in-2014">Econsultancy in partnership with Responsys</a> (Feb 2018)</span></li>
</ul>
<p><strong><span style="color: #000000;">Strategy versus tactics</span></strong><span style="color: #000000;"><br/>
</span><span style="color: #000000; line-height: 1.5em;">Digital marketing can be divided into two main areas:<br/>
</span><span style="color: #000000; line-height: 1.5em;">1) Digital marketing strategy<br/>
</span><span style="color: #000000; line-height: 1.5em;">2) Digital marketing tactics<br/>
</span><span style="color: #000000; line-height: 1.5em;">Strategy is focused on topics such as objectives, structure and analytics. Tactics is focused on the execution of objectives.<br/>
</span><span style="color: #000000; line-height: 1.5em;">It’s key to focus on strategy, first. You can been great, tactically, but if you don’t have strategy or your tactics aren’t alligned with your strategy, then any success in digital marketing will largely depend on fluke.</span></p>
<p><strong><span style="line-height: 1.5em; color: #000000;">Digital marketing part of marketing overall</span></strong><span style="color: #000000; line-height: 1.5em;"><br/>
</span><span style="color: #000000; line-height: 1.5em;">Lastly, don’t think of digital marketing as something separate from traditional marketing. Traditional marketing still works well for many things. However, the real focus for marketers using digital is to consider how well traditional and digital can work together. Consider the “Best Job In The World Campaign” from 2009, considered by many as one of the best campaigns of the last decade. It was covered across the following media channels: TV, print, PR and other traditional media channels; website, YouTube, social media, SEO / organic search, and other digital marketing channels.<br/>
</span><span style="color: #000000; line-height: 1.5em;">So consider how digital and traditional can work well together. However, at the same time, you still need a proper digital marketing strategy for your digital marketing activiti</span><span style="color: #000000;"><span style="line-height: 1.5em;">es</span><span style="line-height: 1.5em;"> in general. Just that if you are using traditional media, ensure that your digital marketing strategy is aligned to your marketing strategy, overall.</span></span><span style="line-height: 1.5em;"><br/>
</span><span style="color: #000000; line-height: 1.5em;"><br/>
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<p><span style="color: #000000;"> </span></p>
<p><span style="color: #000000;"> </span></p>
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