{{Short description|Marketing of products or services using digital technologies or digital tools}} {{Use dmy dates|date=March 2022}} {{Multiple Issues| {{Essay-like|date=August 2017}} {{Update|date=February 2026}} }} [[File:1929- Advertising revenue as percent of GDP (US).svg|thumb|upright=1.5 |Advertising revenue over time as a percent of US GDP, showing rise in digital advertising since 1995 at the expense of print media (graph from 2017)<ref name=BEA_20171023>{{cite web |last1=Nakamura |first1=Leonard I. (FRB) |last2=Samuels |first2=Jon (BEA) |last3=Soloveichik |first3=Rachel H. (BEA) |title=Measuring the "Free" Digital Economy Within the GDP and Productivity Accounts |url=https://www.bea.gov/index.php/system/files/papers/WP2017-9.pdf |website=SSRN.com |publisher=Social Science Research Network publishing working paper 17-37 of the Research Department, Federal Reserve Bank of Philadelphia |archive-url=https://web.archive.org/web/20210320213029/https://www.bea.gov/index.php/system/files/papers/WP2017-9.pdf |archive-date=March 20, 2021 |page=37 (Fig. 3) |date=October 24, 2017 |url-status=live }}</ref>]] {{Marketing}} '''Digital marketing''' is a component of marketing that uses digital technologies such as desktop computers, mobile phones, and other digital media platforms to promote products and services.<ref>{{cite web |title=Definition of digital marketing |url=http://lexicon.ft.com/Term?term=digital-marketing |newspaper=Financial Times |access-date=22 August 2015 |archive-url=https://web.archive.org/web/20171129124232/http://lexicon.ft.com/Term?term=digital-marketing |archive-date=29 November 2017 |url-status=dead }}</ref><ref>{{cite web | title=The Four Faces of Digital Marketing | url=https://www.ama.org/marketing-news/the-four-faces-of-digital-marketing/ | website=American Marketing Association | date=April 2016 | access-date=22 August 2019 | archive-date=13 February 2020 | archive-url=https://web.archive.org/web/20200213101612/https://www.ama.org/marketing-news/the-four-faces-of-digital-marketing/ | url-status=live }}</ref>
It has significantly transformed how brands and businesses use technology for marketing since the 1990s and 2000s. As digital platforms became increasingly incorporated into marketing plans and everyday life,<ref>{{Cite web|url=http://www.nielsen.com/us/en/insights/news/2016/digital-advertising-is-rising-in-canada-requiring-more-sophisticated-measures-of-success.html|title=Digital Advertising is Rising in Canada, Requiring More Sophisticated Measures of Success|last=Nielsen|date=10 March 2016|website=Nielsen|access-date=25 March 2016|archive-date=18 March 2016|archive-url=https://web.archive.org/web/20160318145307/http://www.nielsen.com/us/en/insights/news/2016/digital-advertising-is-rising-in-canada-requiring-more-sophisticated-measures-of-success.html|url-status=live}}</ref> and as people increasingly used digital devices instead of visiting physical shops,<ref>{{Cite web|url=http://www.nielsen.com/us/en/insights/news/2016/connected-commerce-is-creating-buyers-without-borders.html|title=Connected Commerce is Creating Buyers Without Border|last=Nielsen|date=20 January 2016|website=Nielsen Global|access-date=25 March 2016|archive-date=23 January 2016|archive-url=https://web.archive.org/web/20160123204219/http://www.nielsen.com/us/en/insights/news/2016/connected-commerce-is-creating-buyers-without-borders.html|url-status=live}}</ref><ref>{{Cite book|title=Marketing Communications: A Brand Narrative Approach|last=Dahlen|first=Micael|publisher=John Wiley & Sons Ltd|year=2010|location=Chichester, West Sussex UK|page=36}}</ref> digital marketing campaigns have become increasingly prevalent, employing combinations of methods. These methods include search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, optical disks and games. Digital marketing also extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callbacks, and on-hold mobile ringtones.<ref>{{cite web | title=Digital Marketing | url=http://www.techopedia.com/definition/27110/digital-marketing | website=Techopedia | access-date=22 August 2015 | archive-date=21 August 2015 | archive-url=https://web.archive.org/web/20150821133457/http://www.techopedia.com/definition/27110/digital-marketing | url-status=live }}</ref>
The extension to non-Internet channels differentiates digital marketing from online marketing.<ref>{{cite web | title=Digital Marketing Systems and Techniques | url=https://warwick.ac.uk/fac/sci/wmg/education/wmgmasters/structure/modules/dmst/ | website=Warwick | access-date=28 August 2019 | archive-date=13 February 2020 | archive-url=https://web.archive.org/web/20200213101612/https://warwick.ac.uk/fac/sci/wmg/education/wmgmasters/structure/modules/dmst/ | url-status=live }}</ref>
==History== Digital marketing effectively began in 1990 when the Archie search engine was created as an index for FTP sites. During the 1980s, the storage capacity of computers had already large enough to store large volumes of customer information. As a result, companies started choosing online techniques such as database marketing rather than relying on limited list brokers.<ref name="database marketing">{{cite journal|last1=Schoenbachler|first1=Denise D.|last2=Gordon|first2=Geoffrey L.|last3=Foley|first3=Dawn|last4=Spellman|first4=Linda|title=Understanding consumer database marketing|journal=Journal of Consumer Marketing|volume=15|issue=1|pages=5–19|doi=10.1108/07363769710155820|year=1997}}</ref> These databases allowed companies to track customers' information more effectively, transforming the relationship between buyers and sellers.
In the 1990s, the term ''digital marketing'' was coined.<ref>Vaibhava Desai (2019). "[https://www.researchgate.net/publication/333709419%20Digital%20Marketing%20A%20Review Digital Marketing: A Review]." ''International Journal of Trend in Scientific Research and Development (IJTSRD)'' </ref> The first clickable banner ad, the "You Will" campaign by AT&T, launched in 1994. Within the first four months, 44% of all people who viewed the advertisement clicked on it.<ref>{{cite news|title=The first ever banner ad: why did it work so well?|url=https://www.theguardian.com/media-network/media-network-blog/2013/dec/12/first-ever-banner-ad-advertising|newspaper=The Guardian|access-date=14 March 2018|date=2013-12-12|last1=McCambley|first1=Joe|archive-date=19 December 2019|archive-url=https://web.archive.org/web/20191219075512/https://www.theguardian.com/media-network/media-network-blog/2013/dec/12/first-ever-banner-ad-advertising|url-status=live}}</ref><ref>{{Cite book|last1=Curran|first1=James|last2=Fenton|first2=Natalie|last3=Freedman|first3=Des|year=2016|title=Misunderstanding the Internet|doi=10.4324/9781315695624|isbn=9781315695624|s2cid=246616261 }}</ref> Early digital marketing efforts focused primarily on simple HTML websites and the burgeoning practice of email marketing, which enabled direct communication with consumers.<ref>{{Cite journal |last1=Leeflang |first1=Peter S.H. |last2=Verhoef |first2=Peter C. |last3=Dahlström |first3=Peter |last4=Freundt |first4=Tjark |date=2014-02-01 |title=Challenges and solutions for marketing in a digital era |url=https://www.sciencedirect.com/science/article/pii/S0263237313001576 |journal=European Management Journal |volume=32 |issue=1 |pages=1–12 |doi=10.1016/j.emj.2013.12.001 |issn=0263-2373|url-access=subscription |hdl=11370/86a90f69-0bef-4acb-9481-fdc5c532bf2a |hdl-access=free }}</ref>
In the 2000s, with increasing numbers of Internet users and the introduction of the iPhone, customers began searching for products and making decisions online instead of consulting a salesperson, which created a new problem for the marketing department of a company.<ref>{{Cite journal|last1=Kannan|first1=P.K.|last2=Li|first2=Hongshuang "Alice"|date=March 2017|title=Digital marketing: A framework, review and research agenda|journal=International Journal of Research in Marketing|volume=34|issue=1|pages=22–45|doi=10.1016/j.ijresmar.2016.11.006|s2cid=168288051|issn=0167-8116}}</ref> Additionally, a survey conducted in the United Kingdom in 2000 revealed that most retailers had not yet registered their own domain names.<ref>{{Cite journal|last1=Hart|first1=Cathy|last2=Doherty|first2=Neil|last3=Ellis-Chadwick|first3=Fiona|date=2000-09-01|title=Retailer adoption of the Internet – Implications for retail marketing|journal=European Journal of Marketing|volume=34|issue=8|pages=954–74|doi=10.1108/03090560010331441|issn=0309-0566}}</ref> These challenges encouraged marketers to explore new ways to integrate digital technology into marketing strategies. At the same time, pay-per-click (PPC) advertising, introduced by Google AdWords in 2000, allowed businesses to target specific keywords, making digital marketing more measurable and cost-effective.<ref>{{Cite journal |last1=Jansen |first1=Bernard J. |last2=Mullen |first2=Tracy |date=2008 |title=Sponsored search: an overview of the concept, history, and technology |url=http://www.inderscience.com/link.php?id=18068 |journal=International Journal of Electronic Business |language=en |volume=6 |issue=2 |page=114 |doi=10.1504/IJEB.2008.018068 |issn=1470-6067|url-access=subscription }}</ref>
The mid-2000s saw the emergence of social media platforms such as Facebook (2004), YouTube (2005), and Twitter (2006). These platforms revolutionized digital marketing by facilitating direct and interactive engagement with consumers. In 2007, marketing automation was introduced as a response to the rapidly evolving marketing climate. Marketing automation is the process by which software is used to automate conventional marketing processes.<ref name="Balmer-2009">{{Cite journal|last=Balmer|first=John M.T.|date=May 2009|editor-last=Balmer|editor-first=John M.T.|title=Corporate marketing: apocalypse, advent and epiphany|journal=Management Decision|language=en|volume=47|issue=4|pages=544–72|doi=10.1108/00251740910959413|issn=0025-1747}}</ref> Marketing automation helps companies to segment customers, launch multichannel marketing campaigns, and provide personalized information for customers.,<ref name="Balmer-2009" /> based on their specific activities. In this way, users' activity (or lack thereof) triggers a personal message that is customized to the user in their preferred platform. However, despite the benefits of marketing automation many companies are struggling to adapt it to their everyday uses correctly.<ref>{{Cite book|last=McGruer|first=Dawn|url=https://books.google.com/books?id=sPm4DwAAQBAJ&q=digital+marketing|title=Dynamic Digital Marketing: Master the World of Online and Social Media Marketing to Grow Your Business|year=2020|publisher=John Wiley & Sons|isbn=978-1-119-63588-8|language=en|access-date=4 November 2021|archive-date=8 April 2022|archive-url=https://web.archive.org/web/20220408204515/https://books.google.com/books?id=sPm4DwAAQBAJ&q=digital+marketing|url-status=live}}</ref>{{page needed|date=November 2021}}
Digital marketing became increasingly sophisticated during 2000s and 2010s, when<ref>{{cite web|url=https://news.google.com/newspapers?nid=1454&dat=19990729&id=p7dOAAAAIBAJ&pg=5053,5511855|title=Ad agency joins up with AOL for marketing surveys|access-date=2015-03-11|archive-date=18 March 2021|archive-url=https://web.archive.org/web/20210318130138/https://news.google.com/newspapers?nid=1454&dat=19990729&id=p7dOAAAAIBAJ&pg=5053,5511855|url-status=live}}</ref><ref>{{citation|url=http://econsultancy.com/au/blog/62546-making-digital-and-traditional-marketing-work-together|title=Making digital and traditional marketing work together|first=Matthew|last=Kates|date=17 April 2013|publisher=Econsultancy|archive-url=https://web.archive.org/web/20131125055348/http://econsultancy.com/au/blog/62546-making-digital-and-traditional-marketing-work-together|archive-date=25 November 2013}}</ref> the proliferation of devices capable of accessing digital media led to sudden growth.<ref name="iccwbo.org">{{cite web|url=http://www.iccwbo.org/advocacy-codes-and-rules/areas-of-work/marketing-and-advertising/digital-marketing-communication/|title=Digital Marketing Communication|work=iccwbo.org|access-date=17 October 2015|archive-date=12 October 2015|archive-url=https://web.archive.org/web/20151012195034/http://www.iccwbo.org/advocacy-codes-and-rules/areas-of-work/marketing-and-advertising/digital-marketing-communication/|url-status=live}}</ref> Statistics produced in 2012 and 2013 showed that digital marketing continued to grow significantly.<ref>{{citation|url=http://econsultancy.com/au/blog/10906-digital-marketing-is-growing-in-australia-but-so-is-the-skills-gap|title=Digital marketing is growing in Australia, but so is the skills gap|first=Claire|last=Brinkley|date=18 October 2012|archive-url=https://web.archive.org/web/20121021010859/http://econsultancy.com/au/blog/10906-digital-marketing-is-growing-in-australia-but-so-is-the-skills-gap|archive-date=21 October 2012|publisher=Econsultancy}}</ref><ref>{{citation|url=http://www.emarketer.com/Article/Worldwide-Ad-Growth-Buoyed-by-Digital-Mobile-Adoption/1010244|title=Worldwide Ad Growth Buoyed by Digital, Mobile Adoption|date=25 September 2013|publisher=eMarketer|author=eMarketer|archive-url=https://web.archive.org/web/20131112085813/http://www.emarketer.com/Article/Worldwide-Ad-Growth-Buoyed-by-Digital-Mobile-Adoption/1010244|archive-date=12 November 2013}}</ref> With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube, and Twitter, consumers became highly dependent on digital electronics in their daily lives. Therefore, they expected a seamless user experience across different channels for searching product information. The change in customer behavior improved the diversification of marketing technology.<ref name="Customer behaviour">{{cite web|title=Connected Commerce Is Creating Buyers Without Borders|url=http://www.nielsen.com/us/en/insights/news/2016/connected-commerce-is-creating-buyers-without-borders.html|publisher=Nielsen Global|access-date=6 March 2018|archive-date=23 January 2016|archive-url=https://web.archive.org/web/20160123204219/http://www.nielsen.com/us/en/insights/news/2016/connected-commerce-is-creating-buyers-without-borders.html|url-status=live}}</ref>
Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spending at 48% growth in 2010.<ref>{{cite web|title=Digital Marketing Communication|url=https://iccwbo.org/global-issues-trends/responsible-business/marketing-advertising/digital-marketing-communication/|website=International Chamber of Commerce|access-date=12 September 2017|archive-date=20 December 2019|archive-url=https://web.archive.org/web/20191220081434/https://iccwbo.org/global-issues-trends/responsible-business/marketing-advertising/digital-marketing-communication/|url-status=live}}</ref> An increasing portion of advertising stems from businesses employing Online Behavioural Advertising (OBA) to tailor advertising for internet users, but OBA raises concerns about consumer privacy and data protection.<ref name="iccwbo.org"/>
In the 2020s, generative artificial intelligence-generated responses began to be offered as a replacement for simple search engine results.<ref name="Herrman-2025">{{cite news|last=Herrman|first=John|date=4 August 2025|title=SEO Is Dead. Say Hello to GEO|url=https://nymag.com/intelligencer/article/seo-is-dead-say-hello-to-geo.html|work=Intelligencer|access-date=11 November 2025}}</ref><ref name="Griffith-2026">{{cite news|last=Griffith|first=Erin|date=17 February 2026|title=Chatbots Are the New Influencers Brands Must Woo|url=https://www.nytimes.com/2026/02/17/technology/chatbots-influencers-brands-marketing.html|work=The New York Times|access-date=9 May 2026}}</ref> Digital marketers developed methods known as generative engine optimization (GEO) or answer engine optimization (AEO) to market via these tools.<ref name="Aggarwal-2024">{{cite arXiv|last1=Aggarwal|first1=Pranjal|last2=Murahari|first2=Vishvak|last3=Rajpurohit|first3=Tanmay|year=2024|title=GEO: Generative Engine Optimization|eprint=2311.09735|class=cs.CL}}</ref><ref name="Newman-2026">{{cite web|last=Newman|first=Nic|date=12 January 2026|title=Journalism, media, and technology trends and predictions 2026|url=https://reutersinstitute.politics.ox.ac.uk/journalism-media-and-technology-trends-and-predictions-2026|publisher=Reuters Institute for the Study of Journalism, University of Oxford|access-date=30 January 2026}}</ref><ref name="Griffith-2026" />
==Brand awareness== {{Main|Brand awareness}} One of the key objectives of modern digital marketing is to raise brand awareness, the extent to which customers and the public are familiar with and recognize a particular brand.
Enhancing brand awareness is important in digital marketing, and marketing in general, because of its impact on brand perception and consumer decision-making.<ref>{{Cite journal|last1=Chovanová|first1=Henrieta Hrablik|last2=Korshunov|first2=Aleksander Ivanovich|last3=Babčanová|first3=Dagmar|date=2015-01-01|title=Impact of Brand on Consumer Behavior|journal=Procedia Economics and Finance|series=International Scientific Conference: Business Economics and Management (BEM2015)|language=en|volume=34|pages=615–21|doi=10.1016/S2212-5671(15)01676-7|issn=2212-5671|doi-access=free}}</ref>
==Channels== Digital marketing channels are systems based on the Internet that create, accelerate, and transmit product value from producers to consumers through digital networks.<ref name="Thomas Martin">{{cite journal|title=Domains of Digital Marketing Channels in the Sharing Economy|journal=Journal of Marketing Channels|volume=24|issue=1–2|pages=27–38|doi=10.1080/1046669X.2017.1346977|year=2017|last1=Key|first1=Thomas Martin|s2cid=158277744}}</ref><ref name="Heini Maarit Taiminen">{{cite journal|last1=Heikki|first1=Karjaluoto|title=The usage of digital marketing channels in SMEs|journal=Journal of Small Business and Enterprise Development|volume=22|issue=4|pages=633–51|doi=10.1108/JSBED-05-2013-0073|year=2015|s2cid=154532328 |url=http://urn.fi/URN:NBN:fi:jyu-201602161581|access-date=6 January 2020|archive-date=27 September 2022|archive-url=https://web.archive.org/web/20220927170954/https://jyx.jyu.fi/handle/123456789/48805|url-status=live}}</ref> Digital marketing is facilitated by multiple channels, as an advertiser's core objective is to find channels which result in maximum two-way communication and a better overall ROI for the brand. There are many digital marketing channels available.<ref>{{cite web|url=http://www.entrepreneur.com/article/244802|title=3 Digital Marketing Channels That Work for Every Advertiser|author=Pratik Dholakiya|date=14 April 2015|work=Entrepreneur|access-date=17 October 2015|archive-date=3 October 2015|archive-url=https://web.archive.org/web/20151003182822/http://www.entrepreneur.com/article/244802|url-status=live}}</ref>
Digital marketing allows consumers to give back feedback to the firm on a community-based site or straight directly to the firm via email.<ref name="Tiago, Maria Teresa Pinheiro Melo Borges;Veríssimo, José Manuel Cristóvão-2014">{{Cite journal|last=Tiago, Maria Teresa Pinheiro Melo Borges;Veríssimo, José Manuel Cristóvão|date=2014|title=Digital Marketing and Social Media; Why Bother?|journal=INBAM, Business Horizons|volume=57|issue=6|pages=703–08|doi=10.1016/j.bushor.2014.07.002|s2cid=154743669 |hdl=10400.5/99856|hdl-access=free}}</ref> Firms seeking this long-term communication relationship use multiple promotional strategies related to their target consumer as well as word-of-mouth marketing.<ref name="Tiago, Maria Teresa Pinheiro Melo Borges;Veríssimo, José Manuel Cristóvão-2014" />
===Affiliate marketing=== Affiliate marketing is perceived to not be considered a safe, reliable, and easy means of marketing through online platforms due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates, brands are left prone to exploitation in terms of claiming commission that is not honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows brands to market towards smaller publishers and websites with smaller traffic.<ref>{{cite journal | last1 = Edelman | first1 = B. | last2 = Brandi | first2 = W. | year = 2015 | title = Risk, Information, and Incentives in Online Affiliate Marketing | journal = Journal of Marketing Research | volume = 52 | issue = 1| pages = 1–12 | doi = 10.1509/jmr.13.0472 | citeseerx = 10.1.1.589.9857 | s2cid = 15601535 }}</ref>
===Display advertising=== alt=Digital advertising technologies support the real-time bidding infrastructure used in digital display advertising|thumb|Digital advertising technologies support the real-time bidding infrastructure used in digital display advertising.<ref>{{Cite journal |last=Diaz Ruiz |first=Carlos A. |title=Disinformation and fake news as externalities of digital advertising: a close reading of sociotechnical imaginaries in programmatic advertising |journal=Journal of Marketing Management |date=2024 |issue=9–10 |volume=41 |pages=807–829 |doi=10.1080/0267257X.2024.2421860 |issn=0267-257X|doi-access=free }}</ref></p> As the term implies, online display advertising deals with showcasing promotional messages or ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on search engines, classified or dynamic advertisements, etc. The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method.
===Email marketing=== Email marketing is considered cheap compared to other forms of digital marketing. It is also a way to rapidly communicate a message such as their value proposition to existing or potential customers. Yet this channel of communication may be perceived by recipients to be bothersome and irritating, especially to new or potential customers, therefore the success of email marketing is reliant on the language and visual appeal applied. In terms of visual appeal, there are indications that using graphics/visuals that are relevant to the message—yet less visual graphics to be applied with initial emails—are more effective, in-turn creating a relatively personal feel to the email. In terms of language, the style is the main factor in determining how captivating the email is. Using a casual tone invokes a warmer, gentler and more inviting feel to the email, compared to a more formal tone.
===Search engine marketing=== Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate Search engine optimization, which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
===Social media marketing=== {{main|Social media marketing}} The term 'digital marketing' has a number of marketing facets, as it supports different channels, social media being among these. Social media marketing involve the use of social media channels (Facebook, Twitter, Pinterest, Instagram, Google+, etc.) to market products or services. It is a procedure wherein strategies are made and executed to draw in traffic for a website or to gain the attention of buyers over the web using different social media platforms.
A social networking service is an online platform which people use to build social networks or social relations with other people who share similar personal or career interests, activities, backgrounds or real-life connections.
===In-game advertising=== In-game advertising is defined as the "inclusion of products or brands within a digital game."<ref name="Terlutter-2013">{{cite journal | last1 = Terlutter | first1 = R. | last2 = Capella | first2 = M.L. | s2cid = 144798265 | year = 2013 | title = The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games | journal = Journal of Advertising | volume = 42 | issue = 2/3| pages = 95–112 | doi = 10.1080/00913367.2013.774610 }}</ref> A game allows brands or products to place ads within it, either in a subtle manner or in the form of an advertisement banner.
There are many factors that exist in whether brands are successful in the advertising of their brand/product, these being: * Type of game * Technical platform * 3-D and 4-D technology * Game genre * Congruity of brand and game * Prominence of advertising within the game
Individual factors consist of attitudes towards placement advertisements, game involvement, product involvement, flow, or entertainment. The attitude towards the advertising also takes the displayed message and the attitude towards the game into account. The game's enjoyability determines how the brand is perceived; if the game is not very enjoyable, the consumer may subconsciously have a negative attitude towards the brand/product being advertised. In terms of integrated marketing communication, the "integration of advertising in digital games into the general advertising, communication, and marketing strategy of the firm"<ref name="Terlutter-2013" /> results in more clarity about the brand/product and creates a larger overall effect.
===Online public relations=== {{main|Online public relations}} The use of the internet to communicate with both potential and current customers in the public realm.
===Video advertising=== {{main|Video advertising}} This type of advertising, in terms of digital/online means, are advertisements that play on online videos such as YouTube videos. This type of marketing has seen an increase in popularity over time.<ref name="Li-2015">{{cite journal | last1 = Li | first1 = H. | last2 = Lo | first2 = H. | s2cid = 143783547 | year = 2015 | title = Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements | journal = Journal of Advertising | volume = 44 | issue = 3| pages = 208–18 | doi = 10.1080/00913367.2014.956376 }}</ref> Online video advertising usually consists of three types:<ref>PricewaterhouseCoopers (2013), "2012 Internet Advertising Revenue Full-Year Report," April, http://www.iab.net/media/file/IABInternet {{Webarchive|url=https://web.archive.org/web/20220927170947/https://www.iab.com/ |date=27 September 2022 }} AdvertisingRevenueReportFY2012POSTED.pdf/</ref> * Pre-roll advertisements, which play before the video is watched * Mid-roll advertisements, which play during the video * Post-roll advertisements, which play after the video is watched
Post-roll advertisements were shown to have better brand recognition in relation to the other types, whereas "ad-context congruity/incongruity plays an important role in reinforcing ad memorability".<ref name="Li-2015" /> Due to selective attention from viewers, there is the likelihood that the message may not be received.<ref>{{cite journal | last1 = Basil | first1 = Michael D. | year = 1994 | title = Multiple Resource Theory I: Application to Television Viewing | journal = Communication Research | volume = 21 | issue = 2| pages = 177–207 | doi=10.1177/009365094021002003| s2cid = 141021179 }}</ref>
Video advertising disrupts the viewing experience of the video, and attempting to avoid them is difficult. How a consumer interacts with online video advertising can come down to three stages: Pre-attention, attention, and behavioral decision.<ref>Chatterjee, Patrali (2001), "Beyond CPMs and Clickthroughs: Understanding Consumer Interaction with Web Advertising," in ''Internet Marketing Research: Theory and Practice'', Ook Lee, ed., Hershey, PA: Idea Group, 209–16.</ref> These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time,<ref name="Li-2015" /> therefore manipulating these variables will yield different results. The length of the advertisement has been shown to affect memorability, whereas a longer duration resulted in increased brand recognition.<ref name="Li-2015" />
Due to its nature of interrupting the viewing experience, this type of advertising is likely to make consumers feel as if their experiences are being interrupted or invaded, creating negative perception of the brand.<ref name="Li-2015" /> These advertisements are also available to be shared by viewers. Sharing these videos can be equated to the online version of word by mouth marketing, extending the number of people reached.<ref>{{cite journal | last1 = Lee | first1 = J. | last2 = Ham | first2 = C. | last3 = Kim | first3 = M. | s2cid = 145332829 | year = 2013 | title = Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action | journal = Journal of Interactive Advertising | volume = 13 | issue = 1| pages = 1–13 | doi = 10.1080/15252019.2013.768048 }}</ref> Sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control".<ref name="Li-2015" /> Videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a 'viral' trend from a mass amount of a brand advertisement can maximize the outcome of an online video advertisement, whether it be a positive or a negative outcome.
===Native advertising=== {{main|Native advertising}} This involves the placement of paid content that replicates the look, feel, and oftentimes, the voice of a platform's existing content. It is most effective when used on digital platforms like websites, newsletters, and social media. This can be somewhat controversial, as some critics feel it intentionally deceives consumers.<ref>{{Cite book|title=The Sage International Encyclopedia of Mass Media and Society|others=Merskin, Debra L.|year = 2019|isbn=978-1-4833-7551-9|location=Thousand Oaks, California|oclc=1130315057}}</ref>
===Content marketing=== {{main|Content marketing}} This is an approach to marketing that focuses on gaining and retaining customers by offering helpful content to customers that improves the buying experience and creates brand awareness. A brand may use this approach to hold a customer's attention with the goal of influencing potential purchase decisions.<ref>{{Citation|date=2020|url=https://sk.sagepub.com/reference/the-sage-encyclopedia-of-mass-media-and-society/i5001.xml|encyclopedia=The SAGE International Encyclopedia of Mass Media and Society|publisher=SAGE Publications, Inc.|doi=10.4135/9781483375519.n154|isbn=978-1-4833-7553-3|access-date=2020-04-19|archive-date=13 February 2020|archive-url=https://web.archive.org/web/20200213054327/http://sk.sagepub.com/Reference/the-sage-encyclopedia-of-mass-media-and-society/i5001.xml|url-status=live|title=Content Marketing |url-access=subscription}}</ref>
===Sponsored content=== {{main|Sponsor (commercial)}} This utilises content created and paid for by a brand to promote a specific product or service.<ref>{{Cite book|last=Chandler, Daniel.|title=A dictionary of social media|others=Munday, Rod., Oxford University Press|year=2016|isbn=978-0-19-180309-3|edition=First|location=Oxford|oclc=952388585}}</ref>
===Inbound marketing=== A market strategy that involves using content as a means to attract customers to a brand or product. This requires extensive research into the behaviors, interests, and habits of the brand's target market.<ref>{{Cite journal|last=Patrutiu-Baltes|first=Loredana|date=2016|title=Inbound Marketing – the most important digital marketing strategy|journal=Bulletin of the Transilvania University of Brasov. Economic Sciences.|volume=9|pages=61–68}}</ref>
===SMS marketing=== Although the popularity is decreasing day by day, SMS marketing still plays a large role in bringing new users, providing direct updates, providing new offers, etc.
===Push notifications=== Push notifications are responsible for bringing new and abandoned customers through smart segmentation. Many online brands use this to provide personalised appeals depending on the scenario of customer acquisition.
==Regulation== Digital marketing used to rely primarily on self-regulation included in the ICC Code,<ref>{{Cite web |title=The ICC Advertising and Marketing Communications Code |url=https://iccwbo.org/business-solutions/the-icc-advertising-and-marketing-communications-code/ |access-date=2025-05-13 |website=ICC – International Chamber of Commerce |language=en-US}}</ref> which included rules that apply to marketing communications using digital interactive media. However, self-regulation has proved largely ineffective,<ref>{{Cite journal |last=Diaz Ruiz |first=Carlos A. |title=Disinformation and fake news as externalities of digital advertising: a close reading of sociotechnical imaginaries in programmatic advertising |journal=Journal of Marketing Management |date=2024 |issue=9–10 |volume=41 |pages=807–829 |doi=10.1080/0267257X.2024.2421860 |issn=0267-257X|doi-access=free }}</ref><ref>{{Cite web |date=2025-04-17 |title=Office of Public Affairs {{!}} Department of Justice Prevails in Landmark Antitrust Case Against Google {{!}} United States Department of Justice |url=https://www.justice.gov/opa/pr/department-justice-prevails-landmark-antitrust-case-against-google |access-date=2025-05-13 |website=www.justice.gov |language=en}}</ref> leading to the consolidation of market power in a few firms, including Google, which has been determined to hold monopolies in search marketing and digital advertising.<ref>{{Cite web |date=2025-04-17 |title=Google has illegal advertising monopoly, judge rules |url=https://www.bbc.com/news/articles/c3674nl7g74o |access-date=2025-05-13 |website=www.bbc.com |language=en-GB}}</ref><ref>{{Cite news |title=Google holds illegal monopolies in ad tech, US judge finds |url=https://www.reuters.com/technology/us-judge-finds-google-holds-illegal-online-ad-tech-monopolies-2025-04-17/ |archive-url=https://web.archive.org/web/20250426094150/https://www.reuters.com/technology/us-judge-finds-google-holds-illegal-online-ad-tech-monopolies-2025-04-17/ |archive-date=26 April 2025 |access-date=2025-05-13 |work=Reuters |language=en-US |url-status=live }}</ref> While self-regulation codes still exist, government regulation is increasing in multiple jurisdictions, including California's legislation on targeting advertising online.<ref>{{Cite web |title=AB 2426 – Chaptered |url=https://leginfo.legislature.ca.gov/faces/billNavClient.xhtml?bill_id=202320240AB2426 |access-date=2025-05-13 |website=leginfo.legislature.ca.gov |language=en}}</ref> In Europe, digital marketing is regulated through multiple codes, of which the most important is the Digital Services Act,<ref>{{Cite web |date=2022-10-27 |title=The EU's Digital Services Act |url=https://commission.europa.eu/strategy-and-policy/priorities-2019-2024/europe-fit-digital-age/digital-services-act_en |access-date=2025-05-13 |website=commission.europa.eu |language=en}}</ref> which entered into force on 17 February, 2024. Other regulations focus on user privacy and data management such as the General Data Protection Regulation (GDPR).<ref>{{Cite web |title=General Data Protection Regulation (GDPR) – Legal Text |url=https://gdpr-info.eu/ |access-date=2025-05-13 |website=General Data Protection Regulation (GDPR) |language=en-US}}</ref>
== Strategy ==
=== Planning ===
Digital marketing planning is a term used in marketing management. It describes the first stage of forming a digital marketing strategy for the wider digital marketing system. The difference between digital and traditional marketing planning is that it uses digitally based communication tools and technology such as Social, Web, Mobile, Scannable Surface.<ref>{{cite book|last1=Dodson|first1=I|title=The art of digital marketing : the definitive guide to creating strategic, targeted and measurable online campaigns|date=2016|publisher=Wiley|location=Hoboken, New Jersey|isbn=9781119265702}}</ref><ref>{{cite book|last1=ryan|first1=D|title=Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation|date=2014|publisher=Kogan Page|isbn=9780749471026}}</ref> Nevertheless, both are aligned with the vision, the mission of the company and the overarching business strategy.<ref name="isbn_0273746227">{{cite book|last1=Chaffey|first1=Dave|last2=Ellis-Chadwick|first2=Fiona|title=Digital Marketing: Strategy, Implementation and Practice|date=2012|publisher=Pearson Education|location=Harlow|isbn=978-0273746225}}</ref>
=== Stages of planning === Dr. Dave Chaffey, an author on marketing topics, has suggested that successful digital marketing strategies have do digital marketing planning (DMP), which is a three-stage approach: Opportunity, Strategy, and Action. This generic strategic approach often has phases of situation review, goal setting, strategy formulation, resource allocation and monitoring.<ref name="isbn_0273746227"/>
==== Opportunity ==== To create an effective DMP, a business first needs to review the marketplace and set SMART (specific, measurable, actionable, relevant, and time-bound) objectives.<ref>Fill, C. (2006). ''Marketing Communications''. 1st ed. Harlow: FT Prentice Hall, pp. 372–73.</ref> They can set SMART objectives by reviewing the current benchmarks and key performance indicators (KPIs) of the company and competitors.{{cn|date=March 2026}} It is pertinent that the analytics used for the KPIs be customized to the type, objectives, mission, and vision of the company.<ref>Parmenter, D. (2007). ''Key Performance Indicators''. 1st ed. Hoboken, N.J.: John Wiley & Sons.</ref><ref>Marr, B. (2012). ''Key Performance Indicators''. 1st ed. Harlow, England; New York: Pearson Financial Times Pub.</ref>
Companies can scan for marketing and sales opportunities by reviewing their own outreach as well as influencer outreach. This means they have competitive advantage because they are able to analyse their co-marketers influence and brand associations.<ref>{{cite journal | last1 = French | first1 = A. | last2 = Smith | first2 = G. | year = 2013 | title = Measuring brand association strength: a consumer based brand equity approach | url = https://dspace.lboro.ac.uk/2134/14786 | journal = European Journal of Marketing | volume = 47 | issue = 8 | pages = 1356–67 | doi = 10.1108/03090561311324363 | s2cid = 32430927 | access-date = 21 April 2020 | archive-date = 27 September 2022 | archive-url = https://web.archive.org/web/20220927171031/https://repository.lboro.ac.uk/articles/journal_contribution/Measuring_brand_association_strength_a_consumer_based_brand_equity_approach/9502334 | url-status = live }}</ref>
To seize the opportunity, the firm should summarize its current customers' personas and purchase journey from this they are able to deduce their digital marketing capability.<ref>{{Cite journal |last1=Syrjälä |first1=Henna |last2=Ruiz |first2=Carlos Diaz |last3=Leipämaa-Leskinen |first3=Hanna |last4=Luomala |first4=Harri T. |date=2025-05-01 |title=From consumers to consumption: The socio-technical assemblage of the persona in market segmentation |journal=Journal of Business Research |volume=194 |article-number=115387 |doi=10.1016/j.jbusres.2025.115387 |issn=0148-2963|doi-access=free }}</ref>
==== Strategy ==== A planned digital strategy is where a company expresses clearly what they are offering customers online e.g., brand positioning. The marketing mix is a framework which can be used to facilitate this.<ref>McCarthy, E.J. (1964), ''Basic Marketing'', Richard D. Irwin, Homewood, IL.</ref><ref>Mercer, D. (1999). Marketing. 1st ed. Oxford [u.a.]: Blackwell.</ref>
==== Action ====
The third and final stage requires the firm to set a budget and management systems. These must be measurable touchpoints, such as the audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned, and earned media of the company.<ref>Chaffey, D. and Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation, and Practice. 1st ed. Harlow: Pearson Education.</ref> The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.<ref>Ryan, D. (2014). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation Ed. 3. 1st ed. Kogan Page.</ref>
=== Understanding the market === One way marketers can reach out to consumers and understand their thought process is through what is called an empathy map. An empathy map is a four-step process. The first step is through asking questions that the consumer would be thinking in their demographic. The second step is to describe the feelings that the consumer may be having. The third step is to think about what the consumer would say in their situation. The final step is to imagine what the consumer will try to do based on the other three steps. This map is so marketing teams can put themselves in their target demographics shoes.<ref>{{Cite journal|last1=Schiele|first1=Kristen|last2=Chen|first2=Steven|s2cid=169359274|date=2018-03-26|title=Design Thinking and Digital Marketing Skills in Marketing Education: A Module on Building Mobile Applications|journal=Marketing Education Review|volume=28|issue=3|pages=150–54|doi=10.1080/10528008.2018.1448283|issn=1052-8008}}</ref> Web Analytics are also a very important way to understand consumers. They show the habits that people have online for each website.<ref>{{Cite journal|last=Staton|first=Mark G.|s2cid=167964641|date=2015-12-07|title=Improving Student Job Placement and Assessment Through the Use of Digital Marketing Certification Programs|journal=Marketing Education Review|volume=26|issue=1|pages=20–24|doi=10.1080/10528008.2015.1091665|issn=1052-8008}}</ref> One particular form of these analytics is predictive analytics which helps marketers figure out what route consumers are on. This uses the information gathered from other analytics and then creates different predictions of what people will do so that companies can strategize on what to do next, according to the people's trends.<ref>{{Cite journal|last1=Liu|first1=Xia|last2=Burns|first2=Alvin C.|s2cid=169752871|date=2018-01-02|title=Designing a Marketing Analytics Course for the Digital Age|journal=Marketing Education Review|volume=28|issue=1|pages=28–40|doi=10.1080/10528008.2017.1421049|issn=1052-8008}}</ref>
==Sharing economy== The "sharing economy" refers to an economic pattern that aims to obtain a resource that is not fully used.<ref name="Kyle Huggins">{{cite journal|last1=Kyle|first1=Huggins|s2cid=158667931|title=Seismic Shifts in the Sharing Economy: Shaking Up Marketing Channels and Supply Chains|journal=Journal of Marketing Channels|volume=24|issue=3|pages=3–12|doi=10.1080/1046669X.2017.1346973|year=2017}}</ref> Nowadays, the sharing economy has had an unimagined effect on many traditional elements including labor, industry, and distribution system.<ref name="Kyle Huggins"/> This effect is not negligible that some industries are obviously under threat.<ref name="Kyle Huggins"/><ref name="Neil C. Herndon">{{cite journal|title=The Sharing Economy: Opportunities and Challenges for Marketing Channels and Supply Chains|journal=Journal of Marketing Channels|volume=24|issue=1–2|pages=1–2|doi=10.1080/1046669X.2017.1346970|year=2017|last1=Herndon|first1=Neil C.|doi-access=free}}</ref> The sharing economy is influencing the traditional marketing channels by changing the nature of some specific concept including ownership, assets, and recruitment.<ref name="Neil C. Herndon"/>
Digital marketing channels and traditional marketing channels are similar in function that the value of the product or service is passed from the original producer to the end user by a kind of supply chain.<ref name="Thomas">{{cite journal|last1=Thomas|first1=Martin|s2cid=158277744|title=Domains of Digital Marketing Channels in the Sharing Economy|journal=Journal of Marketing Channels|volume=24|issue=27|pages=27–38|doi=10.1080/1046669X.2017.1346977|year=2017}}</ref> Digital Marketing channels, however, consist of internet systems that create, promote, and deliver products or services from producer to consumer through digital networks.<ref name="Key-2017">{{Cite journal|last=Key|first=Thomas Martin|s2cid=158277744|date=2017-04-03|title=Domains of Digital Marketing Channels in the Sharing Economy|journal=Journal of Marketing Channels|language=en|volume=24|issue=1–2|pages=27–38|doi=10.1080/1046669X.2017.1346977|issn=1046-669X}}</ref> Increasing changes to marketing channels has been a significant contributor to the expansion and growth of the sharing economy.<ref name="Key-2017" /> Such changes to marketing channels has prompted unprecedented and historic growth.<ref name="Key-2017" /> In addition to this typical approach, the built-in control, efficiency and low cost of digital marketing channels is an essential features in the application of sharing economy.<ref name="Thomas"/>
Digital marketing channels within the sharing economy are typically divided into three domains including, e-mail, social media, and search engine marketing or SEM.<ref name="Key-2017" /> * E-mail – A form of direct marketing characterized as being informative, promotional, and often a means of customer relationship management.<ref name="Key-2017" /> Organization can update the activity or promotion information to the user by subscribing the newsletter mail that happened in consuming. Success is reliant upon a company's ability to access contact information from its past, present, and future clientele.<ref name="Key-2017" /> * Social media – Social media has the capability to reach a larger audience in a shorter time frame than traditional marketing channels.<ref name="Key-2017" /> This makes social media a powerful tool for consumer engagement and the dissemination of information.<ref name="Key-2017" /> * Search engine marketing (SEM) – Requires more specialized knowledge of the technology embedded in online platforms.<ref name="Key-2017" /> This marketing strategy requires long-term commitment and dedication to the ongoing improvement of a company's digital presence.<ref name="Key-2017" />
Other emerging digital marketing channels, particularly branded mobile apps, have excelled in the sharing economy.<ref name="Key-2017" /> Branded mobile apps are created specifically to initiate engagement between customers and the company. This engagement is typically facilitated through entertainment, information, or market transaction.<ref name="Key-2017" />
==See also== {{columns-list|colwidth=35em| * Business analytics * Customer data platform * Digital marketing engineer * Digital privacy * Distributed presence * Interactive marketing * Marketing strategy * Mobile marketing * Online advertising * User intent * Visual marketing }}
==References== {{Reflist}}
==Further reading== {{Refbegin|30em}} * {{citation|title=Understanding digital marketing: marketing strategies for engaging the digital generation|first1=Damian|last1=Ryan|first2=Calvin|last2=Jones|year=2009|isbn=978-0749453893|publisher=Kogan Page}} * {{citation|title=Digital Marketing for Dummies|first1=Ben|last1=Carter|first2=Gregory|last2=Brooks|first3=Frank|last3=Catalano|first4=Bud|last4=Smith|publisher=John Wiley & Sons|year=2007|isbn=9780470057933}} * Guilbeault, Douglas. "Digital Marketing in the Disinformation Age," Journal of International Affairs, vol. 71, no. 1.5, 2018, pp. 33–42. {{JSTOR|26508116}}. Accessed 28 Jun. 2022. * Bala, Madhu and Verma, Deepak, A Critical Review of Digital Marketing (1 October 2018). M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321–39. {{ssrn|3545505}} * Truman, E. (2022). "Picturing Digital Tastes: #unicornlatte, Social Photography, and Instagram Food Marketing". In E.J.H. Contois & Z. Kish (Eds.), ''Food Instagram: Identity, Influence, and Negotiation'' (pp. 115–31). University of Illinois Press. {{JSTOR|10.5406/j.ctv2d6jrkj.11}} * {{cite journal|title = Business strategy and the management of digital marketing|journal = Business Horizons|volume = 64|number = 2|pages = 285–93|year = 2021|issn = 0007-6813|doi = 10.1016/j.bushor.2020.12.004|url = https://www.sciencedirect.com/science/article/pii/S0007681320301567|author = Eric M. Olson and Kai M. Olson and Andrew J. Czaplewski and Thomas Martin Key|s2cid = 233775350|url-access = subscription}} * World Health Organization. (2019). How media is bought: the digital marketing ecosystem. In "Monitoring and Restricting Digital Marketing of Unhealthy Products to Children and Adolescents (pp. 16–31). World Health Organization. {{JSTOR|resrep41222.8}} * {{cite journal|title = Digital marketing: A framework, review and research agenda|journal = International Journal of Research in Marketing|volume = 34|number = 1|pages = 22–45|year = 2017|issn = 0167-8116|doi = 10.1016/j.ijresmar.2016.11.006|url = https://www.sciencedirect.com/science/article/pii/S0167811616301550|author = P.K. Kannan and Hongshuang "Alice" Li|s2cid = 168288051|url-access = subscription}} * Morris, N. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. J Direct Data Digit Mark Pract 10, 384–387 (2009). {{doi|10.1057/dddmp.2009.7}} * Parsons, A., Zeisser, M. and Waitman, R. (1998) 'Organizing today for the digital marketing of tomorrow', Journal of Interactive Marketing, 12(1), pp. 31–46. {{doi|10.1002/(SICI)1520-6653(199824)12:1<31::AID-DIR4>3.0.CO;2-X}}. * {{cite journal|title = Digital marketing and social media: Why bother?|journal = Business Horizons|volume = 57|number = 6|pages = 703–708|year = 2014|issn = 0007-6813|doi = 10.1016/j.bushor.2014.07.002|url = https://www.sciencedirect.com/science/article/pii/S0007681314000949|author = Maria Teresa Pinheiro Melo Borges Tiago and José Manuel Cristóvão Veríssimo| s2cid=154743669 |access-date = 28 June 2022|archive-date = 4 August 2020|archive-url = https://web.archive.org/web/20200804070044/https://www.sciencedirect.com/science/article/pii/S0007681314000949|url-status = live|url-access = subscription|hdl = 10400.5/99856|hdl-access = free}} * {{cite book|title=Digital Marketing|author=Ahuja, V.|isbn=9780199455447|lccn=2015510365|url=https://books.google.com/books?id=PHSgjgEACAAJ|year=2015|publisher=Oxford University Press|access-date=27 July 2022|archive-date=27 September 2022|archive-url=https://web.archive.org/web/20220927171006/https://books.google.com/books?id=PHSgjgEACAAJ|url-status=live}} * {{cite book|title=Online Marketing: A Customer-Led Approach|author=Gay, R. and Charlesworth, A. and Esen, R.|isbn=9780199265855|lccn=2007297157|url=https://books.google.com/books?id=wLipF4vctU4C|year=2007|publisher=Oxford University Press|access-date=27 July 2022|archive-date=27 September 2022|archive-url=https://web.archive.org/web/20220927171012/https://books.google.com/books?id=wLipF4vctU4C|url-status=live}} * {{cite book|title=Social Media and Mobile Marketing Strategy|author=Priluck, R.|isbn=9780190215071|lccn=2016014658|url=https://books.google.com/books?id=InrOjwEACAAJ|year=2016|publisher=Oxford University Press}} * {{cite book|title=Driving Digital Strategy: A Guide to Reimagining Your Business|author=Gupta, S.|isbn=9781633692695|lccn=2018026327|url=https://books.google.com/books?id=HtJJDwAAQBAJ|year=2018|publisher=Harvard Business Review Press|access-date=27 July 2022|archive-date=27 September 2022|archive-url=https://web.archive.org/web/20220927171016/https://books.google.com/books?id=HtJJDwAAQBAJ|url-status=live}} {{Refend}}
{{Portal bar|Internet|Business|Economics}} {{Marketing topics}} {{DEFAULTSORT:Digital marketing}} Category:Digital marketing Category:Advertising techniques Category:Marketing techniques Category:Online advertising Category:Promotion and marketing communications Category:Types of marketing