Digital Marketing - Study Notes:
Let’s begin by defining digital marketing:
Digital marketing is the use of digital media technology to achieve marketing and business goals.
The term comprises two words: ‘digital’ and ‘marketing’. So, you can think of it as the zone where digital technology and marketing strategy meet.
Digital marketing typically happens online or within apps, and it involves using computers, mobile devices, tablets, smart TVs, and other digital devices. However, it can also include digital billboards and immersive digital experiences such as virtual reality, augmented reality, and so on.
Digital marketing vs digital media
Is digital marketing basically the same as digital media? Not exactly.
- Digital marketing refers to all activities associated with engaging an audience to deliver on your business goals. This includes the audience and market research, your creative ideas, your content, the media channels that you use in your plan, and so on. In the world of digital marketing, there are digital marketing specialists who will be involved in all aspects of the digital marketing plan and execution.
- Digital media refers to the channels that you use. Digital media specialists run the campaigns, upload the creative, and optimize the performance on the channels.
In essence, digital media is a subsection of digital marketing, and we often talk about them differently. Marketers use digital media to achieve their digital marketing strategies.
However, digital marketing involves more than just digital marketers. It requires effective collaboration between marketing, sales, IT, data analysts, customer-facing staff, and organizational leadership.
Back to TopClark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on Twitter (X), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi,tech.
