Digital Marketing Fundamentals: Course Book

By AIB Publishing

Digital marketing is a field that evolves pretty faster. This book aims to provide insights to a new bee who is attempting to gain their first couple of steps. The digital marketing learning process is best learnt with mentoring and practical experience. While reading the book it is recommended that the learner does take on a client and attempts to resolve the course activities and book's content. A master class would definietly help, and it is recommended. 

• Language: English
• Publisher: AIB Publishing
• Release date: Mar 27, 2023
• ISBN: 9798215812235

Book preview

1.  Fundamentals of digital marketing

Definition of Digital Marketing

"Digital marketing is defined as the use of digital technologies to create an integrated, targeted, measurable communication which helps to acquire and retain customers while building deeper relationships with them" - Kahraman, Yazici and Karasan, (2018).

"Digital marketing is a concept that highlights a set of profile processes that embrace all the digital channels available to promote a product or service or to build a digital brand" - Kotler, Kartajaya and Setiawan (2017).

"Digital marketing is feasible through the Internet as a working and display environment" – Kalyanam and Mcintyre (2002).

Instead of one-way interruption, web marketing is about delivering useful content at just the precise moment that a buyer needs it – D. M. Scott

What is Digital Marketing?

Digital marketing is said to be the marketing strategy used by the business organisations to market the goods or services to reach the customers through the digital channels. Moreover, such digital channels are mainly based on the internet including mobile phones, display advertising and any other digital medium (Minculete and Olar, 2018).

Digital marketing has made a drastic change in businesses and consumer behaviours. Meanwhile, this type of marketing has an exclusive platform for companies to recognise and understand customer needs and create opportunities for them based on time and place (Hemann and Burbary, 2013).

Consequently, digital marketing can be categorised in two forms such as pull digital marketing and push digital marketing. Meanwhile, pull digital marketing is where the consumers actively seek the marketing content through web searches and push digital marketing is where the marketer sends the content to the consumers. Moreover, pull digital marketing technologies include blogs, websites and streaming media (video and audio) where the user has the link to the website to view the content. In addition to that, internet marketing technologies may be required to attract the desired consumer demographic.

Conversely, push digital marketing technologies includes text messaging, email and web feeds where the marketer has to send the messages to the subscribers. However, pull and push message technologies can be used in conjunction with each other. For instance, an email campaign can include a link or banner ad to download the content. Thus, this leads the marketer to benefit from both types of digital marketing.

Digital Marketing in Sri Lanka

When considering the Sri Lankan market, internet penetration has risen up in recent years, where marketers took advantage of it. Moreover, Sri Lankan marketers would fall for its uniqueness, where the marketers can analyse the effect of skills on customers. Meanwhile, the uniqueness helps marketers to adapt according to the user experience. Therefore, this implies that currently in Sri Lanka, development of digital technology is crucial for every business to have