Internet marketing and web marketing is passé…its all about Digital marketing!

The terms internet marketing, web marketing and digital marketing have been used interchangeably by many marketers without really understanding the subtle differences that actually exist in each definition.

Let us begin with the word “web”. In tech terms, the word web would denote the World Wide Web, a labyrinth of globally interconnected communication servers that enable devices that are connected to these servers to talk to each other devices that are within the network. This network is nothing but what we today call the INTERNET, and therefore the words WEB and INTERNET are often used interchangeably.

Therefore WEB MARKETING and INTERNET MARKETING are both synonyms.

Now what is INTERNET MARKETING- Use of the Internet as a medium, to establish a point of contact with the consumer using appropriate communications and creative collateral, to elicit the desired response from the consumer is described as Internet marketing. Now, as a marketer, one can use both the push marketing initiatives like email, IM, voice broadcasts, RSS etc or the pull marketing programs like banner Ads, pay per click Ads, games, Webinars, Podcasts etc on the Internet, and thus create a comprehensive Internet marketing program. BUT….

This is limited to just a simple PULL and PUSH marketing program.

Marketers have aspired to optimize every dollar spent on marketing- the objective is simply – maximum BANG for the BUCK!!

This aspiration is now possible thorough the application of algorithm driven proprietary technologies that can track the consuming patterns of the online consumer. This enables the marketer to study the consuming habits of his target consumer and by drilling down to the last detail of this consumer, to customize the marketing campaign that is “served” to this specific consumer, with the sole objective to elicit the desired response ( BUY THIS PRODUCT!!!) that will help the marketer accomplish his objectives (MORE REVENUE THROUGH ONLINE PURCHASE BY THE CONSUMER)

The weaving of these technologies into Internet marketing program, gives the marketer to create micro marketing initiatives that are like precision guided SMART Munitions, meant to exact maximum impact when served to their target (Consumer). This then constitutes Digital marketing.

Therefore the definition of DIGITAL MARKETING may be thus- It is a marketing initiative through which products, services and solutions are promoted to the targeted consumer, using consumer data, consumer analytics, in a timely, relevant and effective manner via the Internet.

The key attributes of Digital marketing are that it provides instant feedback to the marketer, enables the marketer to adapt his communications and programs in real time , based on the feedback received and constantly keep pace with the needs of his target consumer.

The maturing of online marketing , from Internet marketing to Digital marketing was a foregone conclusion, with the explosion of the internet usage , especially in the developing economies. With the

deluge of data rising due to strong penetration of social media platforms, BIG DATA was just around the corner, till marketers realized that this BIG DATA holds tremendous opportunity, not only to drill down to their target consumer’s specific needs, but also to enable the maximize the returns on the marketing budgets.

This is the age of Digital marketing!