What is the difference between digital marketing and online marketing?
Today's market changes so quickly that the usual marketing tools and advertising channels no longer deliver the desired results.
With the development of online technology, a large number of marketing variants have emerged:
• Results Marketing
• Social media marketing
• Search engine market
• Content Marketing
• Video Marketing
• Influencer Marketing
• Hybrid Marketing
• Email Marketing
Usually, these numerous areas of product promotion come up when internet or digital marketing is mentioned. Here are two other complementary areas of marketing. How are they differentiated and how are they related to all of the above subspecies? What is the difference between internet marketing and digital marketing?
Answering these questions isn't always easy, even for those who work in the professional world of online advertising. The differences are almost imperceptible on the instrument, but there is a difference. This article explains how to make it useful.
What is online marketing?
This marketing model evolves with the diversity of global networks, technologies used, and user resources. The more popular the Internet is, the more it will attract the attention of businesses and marketers.
All of the internet marketing tools known today did not immediately appear, so each of them was used independently within its concept and continues to be used.
Some companies prefer to focus on search engine optimization, optimizing website user experience and paid advertising, others prefer to use content, social media communities and email newsletters, and still others use other combinations.
To be fair, internet marketing is primarily focused on building online exposure for a product and driving traffic to a company or brand’s website.
Every organization chooses to advertise on the Internet in their own way, some because of limited marketing budgets and some because they conduct their business online, which makes the use of online advertising logical.
While online marketing is attractive for transparency about the performance metrics companies use, they have historically been applied to each channel individually. Additionally, ROI metrics are compared to select the most cost-effective tool.
The Emergence and Rapid Development of Digital Marketing
The widespread introduction of portable devices connected to the web, with smartphones coming to the fore, has forced us to rethink our approach to advertising. Most importantly, it has evolved from distributing non-personal information to the consumer public to providing personalized brand interactions.
The large number of communication platforms that exist on people's mobile phones also force people to adopt different ways of advertising. It becomes important for companies to not only establish communication through a variety of different channels, but to identify everyone, no matter how they communicate at any given point in time.
The second difference from digital marketing is that the user’s smartphone is not only a way of communicating with a brand, but a way of identifying the brand through time, space and environment, whether online or offline. Therefore, interaction with consumers in digital marketing is not limited to the Internet.
By learning to identify each individual user and their interactions with a business, it becomes clear that the customer's buying journey doesn't seem to be easy and quick. It consists of many stages, each of which has a different effect on the options considered. And clients don't necessarily go through them in order. You can go back to the previous stage and start the search again.
Multiple touchpoints indicate the need to use different tools to influence customers in different ways.
What is more important is not the effectiveness of transitioning customer states during the buying process, but a comprehensive parameter that considers communication from first contact with a brand to paying for a product or service issue, and then back to repeat purchases.
So, the idea of digital marketing is to identify customers, track their behavior, place them in specific segments, and ensure personalized communication with them to inspire first-time purchases and higher loyalty.
What is the difference between internet marketing and digital marketing?
Digital marketing is a broader concept that includes all the tools used by internet marketing. This is not surprising, as digital technologies address both methods of propaganda.
However, for internet marketing, the online reach, traffic and conversion rate of a business website are important, while for digital marketing it is about identifying users and considering their behavioral characteristics, designing interactions with them, and ultimately leading to a purchase.
Therefore, the main difference between the two is that digital advertising is more personalized. This means a deeper understanding of the user. The latter is not possible without identifying customers and thus collecting data about them. Therefore, the concept of digital marketing has a more complex structure than network marketing.
The latter relies mainly on the statistics of reach, visits and purchases to achieve its goals, with the main goal of bringing the most favorable results to advertisers at each stage. In digital marketing, in addition to these metrics, the answer to why a user did or did not do a certain action is also important.