When we enter a new area of work or experience, a true comprehension comes from defining the scope of work and what the experience is. In my quest to define digital marketing, I went through various sources until I constructed my own definition of what digital marketing stands for. Here are some of the definitions I found.
Wikipedia says: “Digital Marketing is the promoting of brands using all forms of digital advertising channels to reach consumers. This now includes Television, Radio, Internet, mobile, social media marketing and any other form of digital media.”
However, this definition is based on the scenario in which digital marketing stand on the day of writing the above wiki. However, it does not define new digital media that might emerge in future.
Dave Chaffey, an author defines digital marketing under the e-marketing glossary as, “Digital marketing’ has a similar meaning to ‘Electronic marketing’ – both describe the management and execution of marketing using electronic media such as the web, e-mail, interactive TV, wireless media in conjunction with digital data about customers characteristics and behaviour.”
While this definition points out that digital marketing may be defined as electronic media and hence defines the medium, albeit it does not say much about how it works. I then found a few blogs with their own attempts at defining this new medium. Jared Reitzin of mobile storm defines digital marketing as,
While this definition is closer to direct marketing and points out the method, it does assume that the medium will always work in the manner stated, i.e. Cost-effective may not be what the medium may evolve into.
Kevin Smith a blogger, answers the question with a similar curiosity that I had for the subject and also corrugates his definition through his blog by finally defining digital marketing to be, “the practice of promoting products and services using digital distribution channels, reaching targeted consumers, building iterative relationship with those consumers, and having the ability to produce measurable results. Digital Marketing must be targeted, it must be measurable, and it must involve building strong relationships.”
Kevin points out what must be included while defining the term. He also points out the experience and moves away from the scope of work involved as in the previous definitions above.
At digicat, we define digital marketing as, “The use of electronic media to communicate with targeted consumers and receive responses through the same media instantaneously.”
I have made a few assumptions about electronic media, being a continuous part of digital medium and the term electronic to refer to all medium which will be based on the use of electric energy. I have also assumed that all electronic media will be precisely measurable and will only develop into further precision.
Since building relationships and communicating with consumers on a regular basis is a constituent of marketing activity, I have used the words ‘communicate’ to define marketing and ‘targeted’ to define building relationships on the medium.
I have also completed the definition with the goal of using this medium as ‘receiving responses instantaneously’ as this is where I believe the digital media will eventually develop.
Do share your thoughts on the above definition of digital marketing. I would love to hear from you so we may share and improve.