Digital marketing - what is it ?

That's what my grandfather used to say when he wanted to learn about something incomprehensible, in his understanding. Of course, the first words were different, but the essence does not change. Our world is moving at an unthinkable speed, everything is changing faster than ever. Just seven years ago, SEE knowledge was quite enough to feel confident in the Internet space (and optimization was easier then, eh  ... a sweet past), three years ago Internet marketing seemed to be something new and unusual and for many incomprehensible the term. Now every large company wants to have an Internet marketer in staff who can effectively organize advertising campaigns, analyze the activities of competitors and help improve the company's image in the network. The speed of change is evidenced by the fact that often owners of enterprises do not understand why they need such a specialist, although they are sure that this is critically important for the company. But now and knowledge in Internet marketing is already scarce - a new era has come - digital marketing.

Definition of the concept of digital marketing

Digital marketing (digital or interactive marketing) is the use of all possible forms of digital channels for brand promotion. Nowadays, this includes television, radio, the Internet, social media and other forms. Digital marketing is closely intertwined with Internet marketing, but it already has a number of techniques that allow reaching the target audience even in an offline environment (using applications in phones, SMS / MMS, advertising displays on the streets, etc.).

Here I wanted to say that digital is the evolution of Internet marketing, but it is not. At least because it effectively uses mobile marketing, and exhibition LCD stands with spectacular presentations is also part of it. In fact, this is a complex discipline (based on digital technologies), using different types of marketing to promote the product. Today digital-marketing begins to widely use traditional types of advertising, the main task of which is to "grab" the attention of the audience and drag it into the virtual world. The most obvious example - QR codes in advertising posters and magazines. The most popular digital channels are:

What media channels of information can we safely call digital?

The most important, by right, can be called the Internet and devices that provide access to it ( computers, tablets, smartphones, etc. ). As a means of obtaining information, communication and self-realization rights.

Local networks.   Internal computer networks of companies (Extranet) or urban areas, in fact, are self-sufficient information systems. Where users can communicate, play, share the necessary information. At the moment, local networks are gradually integrating with the Internet.

The next digital channel is mobile devices. Earlier brands delivered messages via SMS messages, now popular are the installation of branded applications or the organization of WOW calls to the phone.

Digital television, every year, is increasingly constrained by the analog and gradually integrates with Internet applications. Already now you can use your TV to go to your Facebook page, watch a video on Vimeo or find out the latest news.

Interactive screens, POS terminals. We often encounter them in the store, on the street, even in subway cars. This is a kind of digital media that gradually replaces the standard outdoor advertising, because it allows you to interact much more closely with the consumer and hook it with a message or, like POS terminals, help you in making purchases.

Touchscreens (Tablets), readers and other devices -   special applications for them allow the user to get new knowledge, play, watch movies, go online and much more. For many, a favorite tablet is part of a life in which information is consumed around the clock.

Digital gadgets are devices that can collect information and transfer it to other media. for example smart watches, glasses oculus rift, fitness bracelets and others.

Digital art is any kind of art where a computer is used to create or reproduce artwork. It can be a picture, sound, animation, video, game, website, algorithm, performance or installation. Many traditional forms of art integrate digital technologies, and as a result, the boundaries between traditional works of art and digital media become blurred.

 What are digital agencies?

In contrast to conventional media agencies that provide sites for your advertising. Digital agencies offer the following services, according to which one can judge the specifics of the work in the digital sphere:

Standard services (site creation, media and contextual promotion, design, production sites);

Development of a comprehensive development strategy for the company in a digital environment (expertise and promotion);

Work with online communities (groups and pages in social networks, blogs, forums, specialized venues);

Organization of event events, competitions (strategy, creative, execution, performance analysis) in combinations of online/offline promotion;

Transfer of the consumer from online to offline sphere and back (shares, activities, etc.);

Experimental marketing QR codes, geolocation services, RFD, Wow calls, augmented reality, etc.

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