Digital Aspire Tech

Digital marketing is the promotion of your product/service via online or digital channels such as social media platforms. While the Internet is the most popular and most closely channel associated with digital marketing, other includes mobile apps, mobile instant messaging, electronic billboards, digital television, radio channels, and wireless text messaging. Unlike traditional marketing, digital marketing involves an organization using online channels and experimentation of different methods to analyze and understand what digital marketing campaigns are working effectively, what needs improvement, and what needs to change. Digital marketers monitor online activity such as sales conversions, goals, what content works and doesn’t work, what is being viewed, and for how often and for how long. Nowadays, a consumer’s life can revolve around digital marketing channels. "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably".

Digital marketing is about finding different ways to present the right content and the right ad to the consumer at the right time. While print is still going strong, it has seen a drop in readership, and people are switching from cable to on-demand shows brought to them by digital companies like Netflix. A text message can direct a consumer’s attention away from an ad being shown on a billboard or at a bus stop. Streaming music has slowly begun to replace radio, and by paying for services there will no longer be advertisements interrupting us. People are using their mobile devices to scan bar codes, chase details, and finding cheaper products or services online. As a business, you must stand out or capture the consumer’s attention on these online platforms. With so many digital marketing tools, channels, and interaction points, digital marketing can become overwhelming. To narrow the landscape, there are three types of media that marketers use online: paid, owned, and earned. Your paid media is everything that you have invested in such as Face book paid ads, display marketing, and Google Ad words. Owned media are channels such as your website, list of customers that you send e-mails to, and a blog with an active readership. Earned media would encompass your efforts: your social media accounts, mentions on other blogs, and any articles written by you.

Digital media is so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know. Digital media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences. we can see that often there is a focus on promoting of products and services using digital media rather than a more holistic definition covering customer experiences, relationship development and stressing the importance of multi channel integration. So for us, the scope of the term should include activities across the customer life cycle:

• Digital media and communications channels
• Digital and mobile experiences such as web design and mobile apps
• Prospect and customer relationship management through marketing automation
• Digital strategy and integrating multi channel communications and experiences
• Digital technologies and platforms to manage all digital marketing activities