Digital marketing
Digital marketing uses digital channels, data and technologies to connect an offer with its audiences
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It brings together research, strategy, content, media, experience and measurement. It can contribute to acquisition, sales and loyalty. The choice of tools should follow the objectives and the customer journey, rather than letting technical availability determine the strategy.
Topics
Variants and linked concepts
- Mobile marketing. Mobile marketing adapts actions to mobile devices and contexts. It should respect permissions, attention and usage needs.
- Social media marketing. Social media marketing uses platforms and communities for relationship and business goals, with a strategy adapted to each context.
- Social media advertising. Social media advertising should coordinate audience, message, format and measurement with the rest of the digital strategy.