The Concept of Digital Marketing

The internet has reformulated the marketing rules and has overturned consumers' engagement with brands. It is changing the marketing economics and forcing many of its conventional strategies and applications to become outdated, which make the old approach of doing business unsustainable. Nowadays, digital marketing has taken its place to become a significant focal point for businesses on the global level. From a communication medium, it has advanced to become a source of further income, and substantially, to build up and retain long-standing associations with the different stakeholders. Since interactivity is the leading internet feature, it has supported a new connection aspect between players in the marketplace. Moreover, today, internet users can interact openly with their favored brands, which has allowed these brands to communicate directly with their users and to understand them and recognize their needs in a much better way.

Digital marketing has a significant element of success versus the traditional marketing that it allows businesses to detect and monitor users' behavior instantaneously. All digital campaign measurements, such as reach, engagement, and conversion, can be tracked in real-time. As a result, marketing research has given a new definition to understand the customers' needs that have never been like before. Consequently, integrating digital marketing with the business's overall marketing strategy impacts the overall marketing and business objectives positively by facilitating and generating insights about consumers' behavior for better satisfaction for their needs.

As a subsequent of studying some sources available about digital marketing, the concept can be comprehended as the usage of the internet and other digital technologies such as the website, email, interactive TV, IPTV, and wireless media along with traditional methods to promoting and advertising brands of products and services. Given the purpose of achieving marketing objectives through managing and analyzing marketing campaigns, as well as understanding what works and what doesn't over the internet and different channels of electronic media in real-time in conjunction with digital data about customers' interests and behaviors. While traditional marketing encompasses data collection through market research methods and analyzes it to understand the audiences in a better way, the digital nature of the internet technology provides comprehensive and detailed insights into the attributes of consumers and their behavior in the electronic ecosystem. The business decision process has been transformed due to the immediate availability of information, and the impact of marketing initiative studied instantaneously and can be customized for each customer.