Digital marketing (English: digital marketing) is a marketing or promotional activity for a brand or product using digital media or the internet with the aim of attracting consumers or potential customers quickly. This type of marketing involves using websites, mobile devices, social media, search engines and other similar channels so that they can be used to reach a wider audience. Digital marketing became popular with the advent of the internet in the 1990s

Digital marketing involves some of the same principles as conventional marketing and is often seen as a new way for companies to approach consumers and understand their behavior. To get maximum results, companies often combine conventional and digital marketing techniques in their strategy.

The digital revolution has drastically changed the way companies approach consumers. Thanks to the internet, consumers are able to analyze prices based on prevailing opinion, and sometimes even dictate it. The development of digital technology has led to the emergence of cyber consumers and cyber businesses. The digital revolution has made it possible to adopt new models of consumer relations, which is a challenge for companies looking to increase their market share. Smartphones and social media have had a certain impact on the dynamic development of digital marketing. Therefore, reaching out to potential clients through cell phones and social networks is the latest communication channel that can build relationships with customers to increase sales.

Types of Digital Marketing (Digital Marketing)

All marketing using digital media or the internet can be categorized as digital marketing.

Here are the types:

• Internet marketing (Internet marketing)
• Search engine marketing (Search Engine Marketing/SEM)
• Search engine optimization (Search Engine Optimization/SEO)
• Marketing with social media (Social media marketing)
• Content marketing (Content Marketing)
• Affiliate marketing (Affiliate marketing)
• Online advertising (Online advertising)
• Mobile advertising (Mobile advertising)
• Email marketing

Advantages of Digital Marketing (Digital Marketing)

When compared to traditional marketing, digital marketing has advantages in the outreach sector and artificial intelligence technology that can study the behavior of potential customers in cyberspace.

Some of the advantages of Digital Marketing are as follows:

• Data-driven: digital marketing allows marketers to see accurate results in real-time. If an ad is in a newspaper, it is difficult to estimate how many people actually land on that page and notice the ad. But digital marketing will help to find out the range of products/services being promoted.
• More efficient: digital marketing has relatively low costs and gets a much larger market reach without having to waste a lot of time on in-person promotions.
• Wider: digital marketing allows marketers not only to market products in a local scope, but also to play at the national and even international level by using the internet. Promotions are not limited to people around us or who live in the same city and country. Digital marketing can span different continents.
• Easier to evaluate: digital marketing allows results to be immediately known, to be able to evaluate which advertisements are good and bad so that they can be corrected for the next period.
• Cheaper: digital marketing provides a cost-effective solution for businesses, local or international. This allows even the smallest companies to compete with large companies using highly targeted strategies. Most strategies in digital marketing cost nothing to get started (such as SEO, social media, and content marketing).

Disadvantages of Digital Marketing (digital marketing)

With all its advantages, of course digital marketing also has various disadvantages.

Some of the disadvantages of digital marketing are as follows:

• High competition: digital marketing must be well thought out, must stand out, grab attention and create an impact on the target audience as competition has grown more and more. Any monotonous approach or repetitive method will push the brand out of the competition in no time. Digital marketing campaigns are becoming very competitive, so brands must be relevant to customer needs and quick to respond.
• Dependence on technology: digital marketing is purely technology based and the internet is error prone. There are times when links may not work, landing pages may not load, and page buttons may not do their job. This causes potential customers to switch to other brands. Therefore, to avoid this, website testing is necessary, as well as proofreading the content and ensuring that the campaign is working properly.
• Security and privacy issues: security is a key requirement for any brand, therefore website protection is something that should be taken seriously. Legal considerations in obtaining customer data for use in digital marketing strategies must be carried out with all the required formalities. Protecting customer data must be a top priority.
• Time consuming: tasks such as optimizing online advertising campaigns and creating marketing content can be time consuming. It is very important to measure results in order to ensure a return on investment.
• Effect of feedback: any negative feedback or criticism of a brand is visible to everyone via social media and review websites. Implementing effective customer service online can be challenging. Negative comments or failure to respond effectively can damage a brand's reputation.