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Digital Marketing Education Program by RMN Company ANNEX-1 Digital Marketing Although digital marketing is a dynamic subject, a practical definition for digital marketing can be: the use of digital technologies for brand communications, consumer engagement, sales, and after-sales support – in the current always-on business world. Digital marketing is also called interactive marketing, online marketing, Web marketing, or Internet marketing. It uses computer technology and Internet to achieve its objectives. Digital marketing is the use of digital technologies for brand communications, consumer engagement, sales, and after-sales support – in the current always-on business world. The most important component of digital marketing is content, which can be in the form of text, pictures, graphics, animation, audio, or video. Factory visits during UNIDO Digital Marketing <strong>Training</strong> Program in Balasore, November 2012 In today’s closely connected world, it is not possible to achieve organizational targets without using the right content, delivered to the right audience, at the right time, using the right communications channels. As content is the backbone of any digital marketing exercise, you need to create and deliver fresh content for all types of consumers using various digital components. As content is the backbone of any digital marketing exercise, you need to create and deliver fresh content for all types of consumers using various digital components. Page 8 of 18
Digital Marketing Education Program by RMN Company ANNEX-1 Need for Digital Marketing While using digital marketing, the underlying principles of marketing remain the same that you normally use in traditional marketing. However, the business results achieved through digital marketing are far better than those got with traditional techniques. Moreover, it is important to note that for most businesses, digital marketing is not supposed to replace traditional approach. Rather, it supplements and significantly improves the traditional marketing efforts. The biggest advantage of digital is its reach. Digital channels can connect your business everywhere in the world where computer and Internet can be used. Traditional marketing methods have limited reach. For example, a newspaper or a magazine can have circulation in the local areas. And a TV program cannot go beyond its prescribed territory. Digital channels can connect your business everywhere in the world where computer and Internet can be used. So, your brand advertisement in a publication or TV will have only limited reach. Digital overcomes this limitation. Moreover, the cost of brand promotion with digital is negligibly small as compared to traditional means of promotion. That’s not all. While using digital channels, you can deliver your brand messages instantly. And you can also schedule the delivery of messages in such a way that they reach out to your buyers when they are ready to receive them. A benefit of digital platforms is that you can empirically measure the impact of your marketing campaigns. Another benefit of digital platforms is that you can empirically measure the impact of your marketing campaigns. Thus, you are in a better position to estimate your Return on Investment (RoI) made on digital marketing programs. Page 9 of 18
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