Latest developments and strategies


One of the major changes that occurred in traditional marketing was the “emergence of digital marketing” (Patrutiu Baltes, Loredana, 2015), this generated the reinvention of marketing strategies in order to adapt to this major change in traditional marketing (Patrutiu Baltes, Loredana, 2015).

As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies. This portion is an attempt to qualify or segregate the notable highlights existing and being used as of press time.[when? ]

Segmentation: more focus has been put on segmentation within digital marketing, in order to specific markets in both business-to-business and business-to-consumer sectors.
Influencer marketing: Important systems are discovered within related communities, known as influencers. This is becoming an important concept in digital concentrating on. It is easy to reach influencers via paid advertising, such as Myspace Advertising or Google Adwords campaigns, or through superior sCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at Masters stage, on engagement strategies for influencers.

To summarize, Draw digital marketing is seen as a consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without that content being actively sought by the recipients.

Online behavioural advertising is the practice of collecting information about a user’s online activity with time, “on a particular device and across different, unrelated websites, in order to deliver advertisements tailored to that user’s interests and preferences[26][27]
Collaborative Environment: A collaborative atmosphere can be set upwards between the organization, the technology service provider, and the digital agencies to optimize effort, resource discussing, reusability and communications.[28] Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called Consumer Generated Content. Much of this is acquired via company websites where the organization invites visitors to reveal ideas that are then evaluated by others of the site. The most popular ideas are evaluated and implemented in certain form. Applying this method of acquiring data and developing new items can foster the organizations relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organisation.
Data-driven advertising: Customers generate a lot of data in every step they take on the path of customer journey and Brands can now use that data to activate their known audience with data-driven programmatic press buying. Without exposing customers’ privacy, users’ Data can be collected from digital channels (e. g.: when customer visits an internet site, reads an e-mail, or roll-outs and interact with brand’s mobile app), brands can also gather data from real world customer relationships, such as brick and mortar stores visits and from CRM and Revenue engines datasets. Also called People-based marketing or addressable press, Data-driven advertising is leaving you brands to find their loyal customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers’ moment and actions.[29]

An essential consideration today while choosing a strategy is that the digital tools have democratized the advertising landscape.

5. Remarketing: Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted advertising in front of an interest category or a described audience, generally called people in web speak, they have either searched for particular products or services or visited a site for some purpose.

6. Sport advertising: Game advertisings are advertisements that exist within computer or video online games. One of the most frequent good examples of in-game advertising is billboards appearing in sports activities games. In-game advertisements also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols.

Typically the new digital era has enabled brands to selectively target their customers that may potentially be considering their brand or based on previous browsing interests. Businesses can now use social media to select the era range, location, gender and interests of whom they would like their focused post to be seen by. Furthermore, based on a customer’s recent research history they can be ‘followed’ on the internet so they see advertisements from similar brands, products and services,[30] This allows businesses to target the specific customers that they know and feel will most benefit from their product or service, something that had limited capacities up until the digital era.

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