A01 chaf6542 06 se fm indd

Part 1  Introduction

Digital marketing

Digital marketing

, e-marketing or Internet marketing is yet another field that is closely 

related to e-commerce. ‘Digital marketing’ is the term increasingly used which we use in this 

book (and explore in more detail in Chapters 8 and 9).

To help explain the scope and approaches used for digital marketing the author developed 

a more detailed definition with training organisation The IDM (

www.theidm.com

):

Digital marketing involves:

Applying these technologies which form online channels to market:

Web, email, databases, plus mobile/wireless and digital TV.

To achieve these objectives:

Support marketing activities aimed at achieving profitable acquisition and retention 

of customers . . .  within a multichannel buying process and customer lifecycle.

Through using these marketing tactics:

Recognising the strategic importance of digital technologies and developing a 

planned approach to reach and migrate customers to online services through 

e‑communications and traditional communications. Retention is achieved through 

improving our customer knowledge (of their profiles, behaviour, value and loyalty 

drivers), then delivering integrated, targeted communications and online services 

that match their individual needs.

Let’s now look at each part of this description in more detail. The first part of the descrip-

tion illustrates the range of access platforms and communications tools that form the online 

channels which marketers use to build and develop relationships with customers.