Digital marketing refers to all those practices followed to promote a product on digital media.
This includes website optimization, social media, email campaigns, and mobile marketing.

Definition of digital marketing and following such a strategy


Definition of digital marketing

Digital marketing can be defined as a communications technique that employs all the resources and mechanisms the Internet can offer. It involves all the digital media that can be used to promote a business. The customer lies at the heart of any digital marketing strategy.


Advantages of digital marketing

Implementing a digital marketing strategy offers a number of advantages.

Mobile marketing Mobile marketing
  • 1. Digital marketing enables any business to have an effective communication strategy. Whereas, with more traditional media channels, only large companies can afford advertising. Thanks to the Internet, even small and medium-sized enterprises can prosper.
  • 2. In addition to being faster and easier, digital marketing techniques can reduce advertising costs. Outlay is in fact generally lower on digital media channels than on traditional media.
  • 3. With digital marketing, you are operating on a large-scale market and can grab the attention of a vast number of people in a very short time. It is a borderless marketplace, where you can sell goods and services 24/7, without moving.

Digital marketing drivers

The following techniques should be considered when putting a digital marketing strategy in place:

Search engine optimization (SEO)

This is a set of techniques the aim of which is to rank a website among the first results offered by search engines such as Google, Yahoo! and Bing. Optimization can either be organic and based on leveraging key words, or paid and based on paid links.

Social media optimization (SMO)

SMO is another type of organic optimization, based on social networks such as Facebook, Instagram, Telegram, WhatsApp, etc.

Mobile marketing

This entails using customers’ mobile data to reach them wherever they are, so as to offer them products or services matching their profile. Mobile marketing can take the form of geo-targeted push notifications or personalized emails.

Inbound marketing

Inbound marketing is a technique consisting of pulling customers in rather than approaching them, through the publication of high-quality content.

Local marketing

Local marketing refers to all those marketing activities designed to reach a local population. It can take the form of advertising, but with the specific feature that they are designed with search engines in mind in addition to being geo-localized.

Big data

This technique consists of leveraging Internet user data to build digital marketing strategies.

Marketing buzz

Marketing buzz is a variable for inbound marketing. This entails generating word of mouth about an event, product or sales promotion, with the aim of putting a brand front and centre of leads’ and customers’ minds.

Online reputation

Online reputation refers to monitoring a company’s reputation on the Internet, to ensure that all the efforts made to obtain satisfactory results in the process of implementing a digital marketing strategy are not made in vain.