Digital Marketing

DIGITAL MARKETING

An overview by Udit Gauri

As per my current understanding, digital marketing encompasses all initiatives undertaken by a firm to maintain an online presence, and to promote its products, brands, campaigns, etc. using tools such as official websites, social media pages, mobile apps, blogs, etc. It is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties. It is also about generating sales and/or capturing leads from potential customers that are searching on the Internet for answers.

Digital media is fast becoming a favorite with marketers. By 2017, digital advertising is estimated to be worth $171 Billion, accounting for more than a quarter of global advertising spend. This represents a 70% increase from current levels. (Source: http://www.nl.capgemini-consulting.com/resource-file-access/resource/pdf/role_of_digital_in_media_mix_0.pdf).

This clearly shows that digital marketing is not only a rapidly growing force in the current marketing playing field, it is set to be the future of marketing, and it seems likely that digital media might soon replace more traditional forms altogether. My expectations from this course are as follows: