Five Characteristics Of Digital Marketing

Task 1: Describe the role of digital marketing and clearly outline five unique characteristics. (Use examples to demonstrate your understanding of the subject matter.) Required Word Count: 500

Digital marketing uses social media, mobile, email and websites in the promotion of products or services on a 24/7 basis.

The five characteristics that are essential to digital marketing are:

1. Two-way

2. Engagement

3. Measurability

4. One to One

5. Lower Price.

Each characteristic is looked at in more depth below.

1. Two-Way. Digital Marketing, unlike traditional marketing/advertising, (1) uses a unidirectional message to promote its brands to a passive audience which then makes the consumer want to engage in the dialogue and interact with the brand

Engagement. This two-way communication permits the consumer to emerge as an active participant in a company’s advertising and marketing communications process, being involved with it rather than simply being the recipient of its message(s). Users of social networks can increase their profile, which in turn, can develop into a social network for those who have an interest in the same topic, interacting with each other and producing content for goods and services by means of their own profiles, and by other users. One multi-national company, as an example, kept Twitter fans occupied with the ‘Sainsburys Fishy Exchange’, which lasted over a four-hour period on social media. The Twitter Manager and a customer interacted about buying fish, and becoming an ‘twitter hit’ with the use of ‘fishy puns’. Digital advertising has been influential in creating what are known as ‘brand evangelists’ who act as unofficial ambassadors for a brand. Coca-Cola is one such example of this by providing a great forum for user driven content and the Case Study Dove campaign for Real Beauty, which encouraged the buyer to cultivate and contribute to the idea on social media, giving rise to the consumer as the co-architect of the message the company was trying to

One to One. In assessment of the environment of traditional advertising, the know-how and analytics tools available to businesses, activities may can be focussed on the details and intricacies of the marketing campaign and tailored to suit the customer, and to produce an effective and efficient customer service. The ebay and Amazon versions of making guidelines based on previous purchases such as ‘people also bought’ which makes a list of products that had been bought and is based totally on what other consumers acquired when buying similar merchandise as you. It also stores in its history items you have previously viewed, and lets the buyer set up a ‘watch list’ which will send you reminders of how long this item has left before the auction ends on ebay and a ‘Wish List’, and for Amazon, you can create ‘Shopping List’, ‘New Wish list’ and ‘Wish List’ which can be shared with family and friends. The age of digital marketing is making it a whole lot simpler for the consumer to buy an article or product and make it feasible for the consumer to make direct contact with a company, in a spur-of-the-moment way than the established way of picking up the telephone to call a customer support