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Digital marketing

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Digital marketing is a comprehensive term that represents the use of digital technologies, primarily the Internet[6], to promote products or brands. This concept traces back to the 1990s, with significant milestones like the first clickable banner ad and the development of marketing automation[2]. Core strategies in this field include SEO, SEM, content marketing[3], and social media marketing[1]. Digital marketing also plays a pivotal role in brand awareness[4], influencing consumer[7] behavior and decision-making. Despite challenges like privacy[8] concerns and the need for platform adaptation, innovative strategies like data-driven advertising[5] and remarketing continue to evolve. This marketing approach also encourages the use of influencers and online channels to enhance fire[9] visibility and engage with consumers effectively. In the modern era, digital marketing is not only about selling products; it’s about building a unique brand identity and establishing a strong connection with the audience.

Terms definitions
1. social media marketing. Social media marketing is a multifaceted strategy aimed at promoting a product or service through various online platforms. This marketing strategy is hinged on the utilization of social networking sites to foster interactions, build relationships, and influence consumer behavior through e-word of mouth. It involves the use of popular platforms like Instagram, Facebook, Twitter, TikTok, WhatsApp, YouTube, and Snapchat, each with unique features and user engagement strategies. For instance, TikTok's algorithm encourages creativity and virality, while YouTube offers personalized ads and a partner program. Also, businesses use the in-built analytics tools to track campaign success and customer engagement. Another key aspect is mobile media consumption, which is increasingly changing consumer purchase behavior. Lastly, social media marketing employs algorithm-driven content and influencer marketing to reach target audiences authentically and precisely.
2. marketing automation. Marketing automation is a digital strategy that integrates and streamlines various marketing tasks, making them more efficient and effective. This approach combines diverse interaction channels such as email, SMS, chatbots, and social media into a unified system. It encompasses functionalities like lead scoring, campaign management, web analytics, and tracking prospects' activities to guide them toward a sale. Marketing automation software varies, offering behavioral analysis, lead management, advertising processes, and internal marketing workflows. It often requires administrators to set rules for CRM or COM systems. Marketing automation's impact is multifaceted, influencing data management due to GDPR, enabling personalization of products and services, and affecting customer experience. Its functionalities include analyzing campaigns and customers, managing and nurturing leads, segmenting customers, and delivering personalized content. It also helps measure marketing ROI. The future of marketing automation looks promising, with continuous advancements in AI and machine learning and increasing integration with data analytics and CRM systems.
Digital marketing (Wikipedia)

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of 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, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.

Advertising revenue as a percent of US GDP shows a rise in digital advertising since 1995 at the expense of print media.
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