What is Digital Marketing?

Company and enterprise online platforms ever increasingly represent a competitive advantage in terms of corporate visibility; websites, social media profiles, and all those online tools used for communication represent a company’s digital image, a powerful global shop window and the first indirect contact that a company has with potential clients interested in its services and mission.

Digital technology benefits corporate communication by making it quicker and easier in regard to the usability of its contents, of news, of opinions, and of the information available to its users.

Building an ad hoc visibility platform, one capable of competing on the market and up to date in its contents, requires work that is, at the same time, both constant and strategic. Therefore, those who are engaged in Digital Marketing will need to show that they are in possession of specific competencies and qualifications.

Here is a list of just some of the activities involved in the Digital Marketing sector:

• Planning effective and impactful communication strategies aimed at bringing the highest volume of user traffic to the corporate website.
• Monitoring and optimising the performance and interactions of both social media profiles and corporate websites by setting up ad hoc strategies.
• Adopting a language that is consistent with the company’s “personality”, one that will characterise and distinguish it in the chaotic market environment.
• Planning and monitoring SEO, SEM, and DEM campaigns.

SEO – SEM – DEM campaigns

SEO: it stands for Search Engine Optimization and refers to the practical implementation of strategies able to optimise a website’s positioning on search engines, and thus bring to them a higher number of users.

SEM: it stands for Search Engine Marketing and refers to ways in which online visibility can be attained. Among advert purchasing modes are:

• Pay per Click: the advertising company only pays when a user clicks on the advert
• Pay per Impression: the advertising company pays every time the advertising banner is displayed and viewed. No user clicks are required.

DEM: it stands for Direct E-mail Marketing and refers to the emailing of advertising campaigns. It is a powerful means of communication that enables a company to mass email commercial information to specific targets made up of customers who had previously agreed to receive this type of email campaigns.

By Myriam Caccavelli