Digital marketing. Just another one of those new, fancy buzzwords you should use to sound smart in meetings or is it the real deal? Maybe a better question is: What is it?

Digital marketing, the promotion of products or brands via one or more forms of electronic media, differs from traditional marketing in that it uses channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.

Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc.

Why digital marketing is important?
Digital media is so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know. Digital media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalised and relevant, and offers tailored to their needs and preferences.

Digital marketing and its associated channels are important as you are able to manage customer relationships across all channels.– but not to the exclusion of all else. It’s not enough to just know your customers; you must know them better than anybody else so you can communicate with them where, when and how they are most receptive to your message. To do that, you need a consolidated view of customer preferences and expectations across all channels – Web, social media, mobile, direct mail, point of sale, etc. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your insight into customer behaviour and preferences, the more likely you are to engage them in lucrative interactions.

Challenges facing digital marketers:
– Proliferation of digital channels. Consumers use multiple digital channels and a variety of devices that use different protocols, specifications and interfaces – and they interact with those devices in different ways and for different purposes.
– Intensifying competition. Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, it’s becoming a lot harder to capture consumers’ attention.
– Exploding data volumes. Consumers leave behind a huge trail of data in digital channels. It’s extremely difficult to get a handle on all that data, as well as find the right data within exploding data volumes that can help you make the right decisions.

What does it take to do digital marketing right? Here are three keys to digital marketing success:

  • Manage complex customer relationships across a variety of channels – both digital and traditional
  • Respond to and initiate dynamic customer interactions
  • Extract value from big data to make better decisions faster
Dave Pradeep / Head of Lab

Studied BAS Marketing, MAS in Digital Marketing at SR21 – Institute for Scientific Research, Zurich
Passion: Developing future marketers and brands
Policy: Live the future
Experienced in working with leading multinationals and public sector
Currently developing AI based softwares.
Contact: SR21 –  Institute for Scientific Research
33 Scheuchzerstrasse 8006 Zurich, Switzerland
Email: dave . pradeep @ sr21 . ch /  Tel. +41435085980

Marco Pileri / Expert
Studied Science of Communication at University “La Sapienza” of Rome
Passion: Software Programming
Policy: Coding the future
Experienced in working with international companies and public sector
Currently developing software that makes use of Computer Vision and different kinds of Neural Networks for web and mobile
Contact: SR21 –  Institute for Scientific Research
33 Scheuchzerstrasse 8006 Zurich, Switzerland
Tel. +41435085980
Sanjay Rathore / Expert
Specialty: Project Management
Passion: To fulfil the true potential of every person
Policy: True Intelligence is better than Artificial Intelligence
Experienced in working and developing people in all sectors
Contact: SR21 –  Institute for Scientific Research
33 Scheuchzerstrasse 8006 Zurich, Switzerland
Tel. +41435085980
Yashi Mahal / Expert
Specialty: Data Scientist
Passion: Making data meaningful
Policy: Data is the key to survival
Experienced in Research and Development of key sectors
Contact: SR21 –  Institute for Scientific Research
33 Scheuchzerstrasse 8006 Zurich, Switzerland
Tel. +41435085980

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