While there are many definitions available online, there isn’t a universally accepted definition of what exactly constitutes “online” in this context? For our purposes, we will define online here as “internet-based.” The rest of this article assumes that the reader understands the difference between online and offline digital marketing.
While many aspects of traditional marketing are still applicable to online marketing, some techniques need to be altered or adapted to suit the digital environment. Below are certain elements that are commonly associated with effective online marketing:
Marketing can take place through a range of media channels, most notably via the Internet, mobile phones (smartphones), social media, point of sale advertising, and also television advertisements. The various types of channels used to distribute information or content including “encoded” means that newer forms of digital marketing communication are often disregarded by “non-digital” marketers – such as direct mail or print publishing – as well as some consumers. Digital and non-digital marketing communication, therefore, can use the same channels to be distributed, but at different times and for virtual meetings. The general rule is that if a channel has the ability to disseminate information quickly to a large number of people (especially those who are interested in specific product offerings), it is more suitable for digital marketing than other forms of traditional advertising such as newspapers or television advertisements.