by
Ghada Eweda , Medical sales hospital representative , Pfizer pharmaceutical Plc.
Digital marketing is a term for any the effort by a company to connect with customers through electronic technology, including email, geolocation and mobile marketing, social media, online customer communities, webinars and other video-based content.
With the advent of the age of the customer, where customer preferences predominate in the interaction between consumers and companies, digital marketing has become a more complex, multidisciplinary and multi-departmental effort. Companies need to be able to engage with their constituencies in a proliferating series of medium and to be able to bring these interactions together in a single comprehensive view, sometimes referred to as the-degree customer view.
Digital marketing now encompasses both push and pull techniques. With outbound marketing tactics, for example, companies may place ads, cold-call, email or otherwise reach out to potential customers. Companies have also begun to use advertorials to distribute their message, where advertising is directly embedded in editorial content.
Digital marketing has become more complex not only in terms of the various new communication channels that have emerged but also in terms of the analysis now required to make sense of customers and prospects and their preferences. Companies are now using a variety of tools to understand the behavior and preferences of customers, prospects and leads. From social media listening to predictive and big data analytics, companies now enlist a variety of resources to understand customer responses to their digital marketing efforts.
