If it took several decades for radio and television to reach several million users around the world, then the Internet exceeded this threshold in three years. Similarly, if it took forty-five years on the radio and ten years on television to get about one billion dollars in advertising revenue, the Internet reached that figure in three years. Thus, the Internet has helped to change the world and behavior; therefore, it has also deeply changed the marketing approach.
Digital marketing offers consumers easier access to information and an excellent selection of products and services. The Internet allows businesses to conquer new markets in order to offer additional services cheaper, use new communication methods and be more competitive. It represents a channel for the distribution of products and services in various ways.
Internet and e-commerce development.
With the growing weight in the economy, e-commerce has deeply changed consumption habits and the relationship between the brand and its consumers. Despite the economic and financial crises, he records growth with numbers that are constantly improving. far from being a temporary phenomenon, it covers all areas of activity.
E-commerce has proven to be particularly suitable for the sale of certain goods or services (travel, cultural goods, equipment, some digital goods that can be dematerialized (book, music, software, films, games).
Differences Between E-Commerce, E-Business, and Digital Marketing.
- – e-commerce
E-commerce refers to financial and information transactions that are mediated by digital technology.
What is digital marketing?
Smart technologies, digital media, including the Internet (websites, e-mail), but also all other digital media, such as mobile phones, wireless connections (WiFi, Bluetooth), touch tablets and interactive TV, all this is our present.
E-commerce includes online financial transaction management, as well as non-financial transactions such as customer service requests and company mailings. E-commerce is often divided on the sales side, including all transactions for the end consumer and the buyer, providing the resources necessary for his work. Digital marketing combines all interactive digital tools to promote products and services in the context of personalized and direct relationships with consumers. This applies to all points of digital contact: the Internet, smartphones, shelves.
Its development is carried out through the use of, which is changing: multi-screen and multi-task; media consumption is increasing and becoming more complex. Therefore, the time has come to take stock of the forms of digital marketing and the changes that the evolution of these ways of communicating with brands has led.
Digital communication covers branding and image goals, but also productivity (sales and enrichment of the database). New channels are needed as search in search engines (allowing more relevant targeting, building the customer’s path) and display (advertising, like banners, etc.). These communication tools allow brands to generate new contacts, with the goal of being the focus of coverage.
In these new campaigns of digital communications, social networks represent a new priority for marketing departments, which should learn knowledge that will allow them to better understand them, to better control them and integrate them into their communication systems. Digital marketing facilitates and facilitates the introduction of collaborative marketing, which reinforces the phenomena of dissemination of information and helps transform the word of mouth method in viral marketing into a more or less brand-controlled process. Digital marketing overshadows other forms of marketing in terms of targeting, combining several criteria for selecting potential buyers.
In addition, the targeting tools used are often on the verge of legitimacy, but also just respect the privacy of Internet users. Digital marketing tools, thanks to their new forms, are more powerful, more engaging. They force advertisers to pay close attention to return on investment (ROI) of the invested amounts. This ROI is facilitated by the development and implementation of measurement indicators.
The profession seeks self-organization in order to create a common language of performance indicators.