Digital marketing is omnipresent. The marketing of the “old school” is more and more in the background
today – this seems to be the general tenor. In the age of digitization, marketeers are increasingly tasked
with harnessing the potential of new technologies and digitizing their marketing activities. And certainly
it is the order of the day to be more successful through creative, efficient marketing strategies and using
digital marketing tools. Ways of communicating with the target groups that emerge through digitization
and technological development are the driving force here. But what is digital marketing? Does it mean
the transfer of classic marketing tools into digital media? Is it only of interest in the area of e-
Definition Digital Marketing
Digital marketing, or digital marketing, penetrates all stages of the marketing management process and
thus supports the analysis, planning, implementation and control of all marketing activities.
Specific measures of digital marketing can be structured on the basis of various aspects:
Scope of application
Here, in terms of markets (for example, sales, procurement, finance or personnel markets), the impact
(inward or outward) or phase of the marketing process (planning, implementation or control) can be
Degree of digitization
Beginning with the deepening digitization of individual marketing tasks (such as Data Warehouse or
OLAP) and the replacement of traditional marketing tasks with digital marketing systems (eCommerce,
for example) to the redefinition of marketing through the use of digital systems (such as data mining).
Objective of Digital Marketing
After primary goal tracking, digital marketing may be used to simplify or speed up certain processes, use
cost reduction potentials, improve information gathering, or e.g. Development of new submarkets.
Technology and systems
Telephone marketing, multimedia communication channels, digital distribution channels (e-commerce),
field service control, merchandise management systems, marketing information systems, etc.
Company-internal information source
From which divisions the information is generated: market research, customer service, purchasing,
research & development, production, etc.
Which areas of marketing policy are primarily supported: marketing research, performance policy,
communication, pricing policy, eCommerce, etc.
Strategic Digital Marketing
But what justifies the high attention and almost noticeable excitement, which reveals itself around the
topic of digital marketing? Should the marketers be satisfied with the fact that further modern
instruments have now been added to implement marketing strategies – concluding the subject would
clearly be too brief. The new possibilities of using digital tools are fundamentally changing the processes
and calling for a paradigm shift in marketing techniques. So far, the producers, the media and the
distributors had the say, the focus is now on the users of the digital media. These users are
independently able to search and find information about services and can also receive reviews and
opinions from other users worldwide.
A digital marketing strategy must accordingly consider all relevant areas in which the target group
interacts. In the relevant channels, an attempt must be made to influence the opinions as well as the
people in a targeted manner and to be better placed in the relevant search routines and search engines.
For this purpose, it is also necessary to sufficiently analyze information in digital marketing, which the
various channels make available on a large scale, in order to further optimize the use of the relevant
media. Digital marketing promises a useful unity of analysis, creativity, design and economics.
Digital marketing tools
The tools of digital marketing all have in common that they use computer-based systems or tools.
Specifically, the Internet and social networks as the bearer of these activities should be given priority. It
quickly becomes clear that the enormous diversity of possibilities also entails the danger of individual
activities becoming lost in the crowd. To prevent this, the embedding of digital marketing into a
strategic overall concept is necessary.
The most commonly used tools are the company homepage, email marketing and market research
activities. A modern Internet presence offers visitors both benefits and added value through attractive
content and ensures the necessary quality criteria for a good ranking in the search results. Subcategories
of digital marketing serve this purpose. The so-called content marketing as well as the search engine
marketing (SEM), the derived tasks of the search engine optimization (SEO) and the search engine
advertising (SEA). With different forms of e-mail marketing, target persons are addressed personally and individually. This tool has had a very bad reputation for a long time as unsolicited advertising, but is
increasingly accepted as it provides content that provides the recipient with real value. Investigations
show that marketing campaigns via e-mails generate considerably more new customers than via social
media portals such as e-mails. Facebook or Twitter. In addition to the traditional tasks of obtaining
information, digital market research should also ensure that the right target groups are addressed via
the right digital channels. This is done, for example, by means of data evaluations of existing CRM
systems. Online studies and surveys can help you identify and use information much faster.