Soon Everything Will Depend on Digital Marketing. I’ll Tell You Why

Soon Everything Will Depend on Digital Marketing. I’ll Tell You Why

The internet is very accessible today. Numbers don’t lie: the number of people using the internet on a daily basis is rapidly increasing.

Marketing is about connecting with your customers in the right place at the right time. Today, this means that you will meet them in the place where they are already spending most of their time: the internet.

Digital marketing is the marketing of products or services with the use of digital technologies. Over the past decade, the technology has advanced and evolved in ways no one would have ever imagined possible. As long as technology continues to advance, the world of digital marketing will as well.

There are different types of digital marketing. The framework RACE shows the online customer journey across the potential touchpoints. RACE stands for: Reach, Act, Convert, Race. It shows the scale and opportunity digital marketing provides.
Below the RACE framework is shown:

So, what exactly does the word “digital” stands for? There are 5 Ds of digital marketing. These 5 D’s define the opportunities for consumers to interact with brands and also for the businesses to reach and learn from their customers in various ways. They are:

  • Digital Devices: customers experience brands when they interact with their websites and mobile apps, typically through devices including smartphones, tablets, desktop computers, TV
  • Digital Platforms: most of the interactions on the devices are through platforms like Facebook, Instagram, YouTube, Google, Twitter, etc
  • Digital Media: different paid, earned and owned communication channels for reaching and engaging with customers including advertisements, e-mails and messaging, search engines and social networks
  • Digital Data: businesses from inside collect their audience’s profiles and their interactions with businesses, which now also needs to be protected by law in most countries
  • Digital Technology: the marketing technology that businesses use to create interactive experiences from websites and mobile apps to in-store email campaigns


The goal of digital marketing is for targeted customers to find you. Companies put advertisements out for individuals to find. The more the customers see your ads, the more familiar they are becoming with your brand and will eventually develop a trust and a rapport with you through this online presence. Influencers are being used nowadays by businesses to promote and market their products or services, which has been very successful so far.

According to a survey Nielsen took at the CMO Report 2018, 82% of the marketers plan to increase their digital spending as part of their overall ad budget by an average of 49% over the next year. Almost 80% is planning to increase its investment in analytics or attribution solutions over the next 12 months.

Finally, from the interviews with CMOs and survey data, it can be concluded that marketers are looking for better insights rather than more data. Only 26% of the respondents said they were confident in their ability to measure ROI on digital. Marketers are focusing on consumer-centric, omnichannel strategies, according to the report. 62% said their structure supports an omnichannel strategy with reporting solutions and revenue goals.


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