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IntroductionofDigitalMarketing:
Digital marketing is a term that has been around for quite a while but hasn’t
been very well defined, encompassing things like banner advertising, search
engine optimization (SEO) and pay per click. Yet, this is too narrow of a
definition. What about email, RSS, voice broadcast, fax broadcast, blogging,
podcasting, video streams, wireless text messaging, and instant messaging?
You get the idea.
To clearly define what digital marketing is let’s talk about what it is not. For
starters, it does not include more traditional forms of marketing such as
radio, TV, billboard and print because they do not offer instant feedback and
report. Sure, some people may respond to a call to action from an
advertisement in one of these mediums but there is no way to know the
exact number of people who saw or heard it. Such data is collected (and still
then just educated guesses) long after the initial ad impression is made. Yes,
convergence has made television at bit more interactive, with devices such
as TiVo able to record viewer statistics like those for Web sites, but there is
still a long way to go. With digital marketing, however, we’re already there.
At its heart, digital marketing centers around the Internet, which has
become both a communication vehicle and a very powerful marketing
medium as the recent DoubleClick acquisition by Google demonstrated. The
Internet can be used both to push a message to someone like email, IM,
RSS, and voice broadcast, as well to “pull” content serving a banner ad and
Pay per Click search terms. Digital marketing, therefore, can be thought of
as the combination of push and pull Internet technologies to execute
marketing campaigns.
Because it is digital, a reporting engine can be layered within a campaign
allowing the organization see in real-time how that campaign is performing,
such as what is being viewed, how often, how long, as well as other actions
such as responses rates and purchases made. Please note that each digital
marketing technology is different and they cannot all provide the same types
of reports. Also, digital marketing is constantly evolving and new
technologies are being created all of the time.
To help promote this new concept of digital marketing, we recently updated
the Wikipedia entry for the term and did our best to not only define digital
marketing but to explain what it is as well as the players in this space. In the
true collaborative spirit of Wikipedia, we invite you to add your own thoughts
and ideas, as we too are still adding and editing. Currently our definition is:

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Digital Marketing is the practice of promoting products and services using
database-driven online distribution channels to reach consumers in a timely,
relevant, personal and cost-effective manner.
Broadband Internet, Wi-Fi and phone Web access are also spurring growth
worldwide. A recent report showed that Web usage increased 10% from last
January to this January globally. Not surprisingly, billions of marketing
dollars spent on traditional channels is already starting to shift to digital
marketing campaigns and this will continue to increase as the Web matures.
As a marketer, I am very excited about the future and what digital
marketing will look like in the years ahead. I mean, we just got to Web 2.0
so who knows what will be coming next? If you haven’t already started, you
need to build a database of customers or potential customers and find out
how they wish to be reached. You can do this through the digital marketing
technologies I’ve mentioned in this article and then use these systems to
market your products and services. Make sure you are ready to take full
advantage of digital marketing and watch your revenues soar.
10 Digital Marketing Trends In 2016 That
Will Boost Your Strategy
Digital marketing is an impulsive, erratic, and volatile industry. The moment
you catch the tiger by the tail, there’s a new tiger whose fugacious tail
requires catching.
Keeping up with a changeable industry seems like a fool’s errand. Where is
the balance between chasing capricious trends, on the one hand, and
ossifying into a Luddite on the other?
Thankfully, there is an in between — a balance. If you can identify current
trends, settle on an actionable strategy, and take measurable movement
forward, you’re bound to succeed. I’ve identified X such strategies that you
should keep in mind over the next few months, if not the next few years of
digital marketing.
1. Stop relying on Google.
Don’t misinterpret this point. I’m not saying that Google is not on its way
out. After more than a decade of domination, however, it may be on the
decline. Up-and-comers like Duck Duck Go aren’t anywhere near dethroning

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Google GOOGL +0.68%. What their rise indicates is that consumers want
alternatives — a choice not to depend on Google if they don’t have to.
Marketers should take heed. Google is one basket, but it doesn’t deserve all
your marketing eggs. Search engine optimization is important, but a
searcher can accomplish her goal through more means than just Google.
I advise digital marketers to rely less on Google, and engage more direct
forms of interacting with their target market.
2. Mobile. Just mobile.
I wanted to say that “mobile dominates,” but that line is so utterly cliche,
that I had to state it differently.
The importance of mobile search, mobile optimization, mobile conversions,
and mobile ubiquity cannot be overstated. Mobile devices and our collective
addiction to them are fixtures of the modern marketing era.
This article is not the place to wax verbose on the importance of mobile.
Instead, my intent is to remind you that mobile is the method of the
masses, and should, therefore, be a priority of the marketers.
3. Social conversion is coming.
Enough has been said about the power of social networks. Not quite enough
as been said about the importance of social conversions. For ecommerce and
lead generation sites, social provides a growing opportunity to improve
conversion rates and gain new conversion channels.
4. New payment methods are on the rise.
With the advent of EVM credit cards (October 2015), the public is in for a
new experience when it comes to payment methods. These changes will
have a ripple effect on online payment and e-commerce sites.
Privacy issues are a mainstream concern and it’s up to digital marketers to
lead the way in reassuring, educating, and coaching customers through the
transition.

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5. Paid advertising is here to stay.
Whether you like it or not, you’re going to need to pay for advertising spots.
I agree with marketers who claim, “PPC is dying,” but I also see the advent
of alternative forms of paid advertising taking its place.
Consider Buzztala for instance. Although they provide “organic video ads,”
they are still ads. And they still cost money. Rising methods of organic/paid
advertising are entering into the marketing methods of some brands,
signaling a growing trend.
6. Marketing automation becomes rigor.
Marketing automation is nothing new. It is, however, bigger than ever.
Marketing automation is now easy and affordable enough for any marketer
with a budget to do it. Once upon a not-so-far-away time, the only
organizations doing automation were big companies with world-recognized
brand names.
Now, marketing automation is nearly a requirement for any business that
wants to stay on top
7. Content creators are more necessary than ever.
Ever since Web 2.0, the writing profession has had a heyday. Anyone and
everyone could become a publisher. Anyone who had a voice could also have
a platform on the web.
Now? Some content experts moan that there is too much content out there.
Or is there? Content, often referred to as “king” is so essential to digital
marketing that it can’t be dismissed as a “trend.” While individual publishers
may be overextending themselves by publishing too much, there will always
be content. It will always be important.
Therefore, there will always be the need for great content creators, including
writers, developers, video producers, podcasters, and speakers. Lizetta
Staplefoot said it well in her Visual.ly article: “The need for quality content
will spotlight the importance of professional writers.”
I know from experience that great writers are hard to find. But it’s no longer
enough simply to find a “great writer.” You need to find a writer who knows
your niche. The world’s greatest writing skills don’t count for much unless
the writer possesses knowledge, ideally experiential knowledge, of his or her
subject matter.

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8. The algorithm will change. And change again.
The search algorithm will change. It will infuriate you, delight you, confuse
you, and disappoint you. But it will change.
I’m referring, of course, to Google’s search algorithm, the almighty search
machine that decides which content ranks highest in the search engine
results page (SERPs). Today, however, we need to consider Facebook’s
algorithm, Bing’s algorithm, and even the mashup of Twitter and Google’s
algorithm.
9. Conversion optimization has high ROI.
If CRO, or conversion rate optimization, is not in your 2015 budget, I
suggest you take a look at the possibility of introducing it. Conversion rate
optimization is the process of maximizing the number of site visitors who
convert or make a purchase.
By thoroughly understanding users and split testing changes on a website,
marketers can determine what elements of a website or landing page will
produce the highest number of conversions.
The process pays off. Instead of paying big bucks for ad placements and
organic traffic, marketers can instead funnel more of their existing traffic
into sales.
10. Growth hacking will continue to evolve.
In my opinion, one of the most fascinating trends in 2015 is the continued
evolution of growth hacking. Growth hacking will continue to demonstrate its
indomitable power in the face of unlikely odds.
Conclusion
This list of online trends might sound intimidating. In spite of your fears, go
boldly forward. Wrapped up in success is always the risk of failure.
I would never advise closing your eyes and jumping headfirst into a trend.
The digital marketing space is too fickle for that. I would, however,
recommend giving these trends a respectful nod and cautious
experimentation. You’ll never know the upside until you give it a try.

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The Evolution

8.
The Data Sheet

9.
10

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Communicating
and selling the
offering to the
marketplace
DeterminePricing,
secure distribution
channels, advertise
and promote,
develop salesforce,
developcustomers
Deliveringthe
offering to
customers
Gather
market
information,
Segment
Customers
Digitizing Marketing Processes
1. Identify Marketing processes
2. Substitute digital material wherever possible
3. Redesign Marketing processes to best usedigital capabilities
Markets and
Customers Creating
Offerings by
involvingthe
customer
Develop new
concepts,
refine and
customize
products, test
prototypes
Offer broad delivery
options, delivery
customization,
develop distribution
capability
Exchanging
offerings /
Transacting
Provide
customer
service
Manage
customer
information
Payment
systems
Establish points
of contact, train
employees
Manage customer
profiles, measure
customer
satisfaction

11.
SMAC
Objectives

12.
Social

13.
Mobile
Analytics

14.
Cloud
Business Benefits of each component

15.
Benefits of SMAC as a stack
Recent Market Trends

16.
The new Digital Customer
Mobile

17.
Analytics

18.
Cloud Computing

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BENEFITS OF CLOUD
• Reduce spending on technology
• Globalize your work force on the cheap
• Reduce capital cost
• Improve accessibility
• Improve flexibility
• Less personal training is needed
• Monitor project more effectively
Achieve economic of scale