Digital Marketing is a term that refers to different promotional techniques deployed to reach customers via digital technologies. It is the promotion of products, services or brands via one or more forms of digital media. Digital Media is so pervasive that customer has access to information any time and any place they want it. The Digital Marketing Institute defines Digital Marketing as “the use of digital technologies to create an integrated, targeted and measurable communication which helps to acquire and retain customers while building deeper relationships with them” (Smith, 2007).
According to Dr. Ranjit D Pati, Digital Marketing includes Internet marketing techniques, such as search engine optimization (SEO), search engine marketing (SEM) and link building. It also extends to non-Internet channels that provide digital media, such as short messaging service (SMS), multimedia messaging service (MMS), callbacks and on-hold mobile ring tones, e-books, optical disks and games.
Dave Chaffey suggest that Digital Marketing also involves applying digital technologies, that is, web, e-mail, databases, mobile/wireless, and digital TV, to support interactive and non interactive marketing activities aimed at achieving profitable acquisition and retention of customers within a multi channel buying process and customer lifecycle.
Digital Content Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably in the context of digital content, or bit-based objects distributed through electronic channels. Jennifer Rowley
Semila Fernandes and A. Vidyasagar observed that the evolution of Digital Marketing is based on consumers who are no longer just docile viewers but are likely to be participating and watching by expressing their opinions through blogs, podcasts and web. Both researchers considerer that evolvement is necessary today and hence SOV (Share Of Voice) becomes key driving force for marketers. Organization must focus on customers in order to give them a personalized product and service to satisfy their needs in the digital sphere.