Ultimately, we can conclude that Digital Marketing consists in conveying one’s marketing strategy to digital channels , creating effective relationships between customers and companies and providing valid support to traditional business processes: from advertising, to customer management, to customer care , to traditional marketing activities. In order for all this to be achievable, it is necessary to consider, oversee and correctly manage the 5 pillars of Digital Marketing:
Digital devices
There is no Digital Transformation without Digital Devices : digital devices are the heart of the digital revolution we are experiencing, those aids that have made and are making our lives more interconnected to the digital world every day. The widespread diffusion especially of smartphones and tablets , laptops and derivatives has significantly encouraged the digital transformation that the world is experiencing . Everyone can exchange information simply by interacting with a smartphone .
The impact of this technology is easily visible: the spread of apps, social media , online platforms, cloud software, telemedicine , distance learning up to metaverses .
Digital platforms
How many times have we heard of Platform Economy ? Nowadays, most online interactions take place on platforms: social media, websites or digital spaces.
We can identify the Platform Economy as the trend of commerce to increasingly favor and move towards business models based on information systems (digital platforms) , which can host services that allow consumers, entrepreneurs, companies and the general public to connect, share resources or sell products.
There are three main types of platforms:
- Transaction platforms : they act as a type of virtual marketplace or meeting place for various groups of people. Some examples are: Amazon, Ebay and Facebook.
- Innovation platforms: provide technological facilities that can be adapted to individual use. Some examples are: Microsoft, Oracle and Hubspot.
- Integration platforms : They are a combination of the transaction and innovation platform, similar to online application marketplaces such as the Apple App Store or Google Play.
An in-depth knowledge of the digital platform ecosystem can allow us not only to reconfigure a business model. But also to know how to best reach our buyer personas .
Digital media
Let’s start by giving a definition of media: it is a Latin term media plural of medium. Which means being in the middle between the one who transmits and the one who receives . To date it is commonly used to indicate the means of mass communication. Digital media is any form of media that uses electronic devices for distributing information.
With this definition, any digital platform can be considered a “digital media”, and indeed it is. The Internet is totally based on the exchange of information between those who provide it and those who receive it.
There are many digital means of distribution, among which it is imperative to mention social media, blogs, video and audio streaming platforms, search engines and addressable TV.
All means generally allow us to distribute content and reach all people who own a digital device both organically (naturally) and for a fee.
Every relevant media, whether it is hardware or software, has given rise to a type of digital marketing. Based on the media itself which requires knowledge of both the tool and how to communicate correctly.
On the basis of this definition, with the aim of better understanding the concept, we can draw up a list of ten of the most relevant types of digital marketing :
- Search Engine Marketing
- Content Marketing
- Display and Programmatic Advertising
- Social Media Marketing
- Influencer Marketing
- Affiliate Marketing
- Video Marketing
- Audio Marketing
- Email Marketing
- Mobile Marketing
digital technologies
Nowadays it is highly unlikely to be able to imagine a business without contemplating the use of digital technology.
Technologies today make it possible to digitize all processes . In particular, the evolution is leading to the digitization and transformation of company branches where process optimization had always been a bit distant and certainly rarely integrated.
Today it is possible through software such as Hubspot , Salesforce, Oracle or others, to digitize the Marketing , Sales and Service processes , integrating them with the company , and combining a continuous and real-time view of contacts , leads and customers .
This allows you to measure the success factors of both digital and traditional marketing campaigns. Analyze critical issues and continuously improve performance. Or carry out Marketing Automation operations for both lead generation and lead nurturing .
Digital data
Data collection is a foundation of digital marketing and beyond. Everything that is action in the digital world is measurable and therefore becomes part of a database available to companies that allows to reduce risk factors in choices, and to improve continuously, specifically, digital marketing actions .
