Digital marketing and online marketing are two terms you hear frequently. What’s the difference between the two? Digital marketing is the use of digital technologies to market a product or service. Digital technologies include mobile phones, social media, online marketing, and display advertising.
Online marketing is more specific of a term. It is marketing that takes place online. Although most of digital marketing occurs online, some of it is offline. An example of marketing that is digital but not online is sending a promotional text message to customers. Mobile phones don’t rely on the Internet to transfer text messages, so it’s not online marketing. They are, however, a digital technology. Mobile apps are also considered a form of digital marketing because they operate separately from the Internet.
Online marketing includes a wide range of types of marketing too, such as email marketing, search engine optimisation, social media marketing, and content marketing. And because online marketing is a subset of digital marketing, email marketing, SEO, social media marketing, and content marketing are all digital marketing as well. The difference between digital marketing and online marketing might have seemed confusing at first, but it’s really not complex.
The two terms are confusing when used in marketing concepts, leaving you with a conundrum on contextualising the concepts. The contrast between online marketing and digital marketing might have looked confusing, but at the end of this article, you will realise it is not complex as portrayed and how it is gaining traction in Singapore.
To understand and be able to discern between online and digital marketing, it is important to understand the term marketing itself briefly. Marketing is the administrative practice which services and goods are conceptualised from theories to goods for clients. It employs the 4 P’s of marketing which includes:
- Classification, choice, and advancement of a product
- Definition of prices
- Choosing the mode of supply conduit to the client’s place
- Generating and executing a promotional plan.
We are focusing on the last component which forms the basis for both online and digital marketing of a product or service.
Digital marketing encompasses all platforms both online and offline to advertise the essence of your services or products. In a nutshell, in digital marketing advertising is not limited to the use of the internet. This way, digital marketing is used to describe all forms of marketing happening on the internet.
Digital marketing precedes traditional marketing methods by shifting from hardcopy-based platforms to virtual-oriented methods. The choice of investing or not investing in a strategy is settled on, not by the embracing of technology by an organization but by using past experiences of your company’s ad campaigns. The experience is to help bridge gaps of the disconnect generated between the non-adoption and adoption of a technology. In the long run, digital marketing aims to attract new clientele while ensuring your existing customer base is contented with your services or products.
Forms of Digital Marketing
Channels used in digital marketing are several for it forms the basis of internet marketing.
Mobile advertising develops advertising messages and acts as a conduit for transmitting this information to a customer without the use of onscreen internet connectivity. An example of the mobile ad campaign is sending SMS to your clients notifying them of an impending offer of your organization.
Display advertising is branding by use of flyers on apps and web pages with the sole aim of dispensing commercials products’ and services’ info to prospective customers on the digital space. By this, you build exposure to your brand by making your prospective clients engage with your products. The more your clients gets into touch with the products, the more popularity you generate for your site. These ads materialise on distinct parts of apps exclusively set aside for marketing at a cost.
Digital marketing generalises the scope it focuses on including both online and offline capable modes of advertising. To some extent in analysing digital marketing, the concept of online marketing or its forms keeps rearing its head because digital marketing is the basis upon which online marketing is formed.
The dominance of online marketing’s concept in digital marketing is a pointer to a relationship between these two concepts, but in actual context, they are two distinct elements of marketing. But to bring the distinctions into context, it is important to understand what is online marketing.
The online market is a subsection of digital marketing with a unique characteristic. Online marketing which is a downgrade as compared to digital marketing, depending on your perspective. Online market to work as expected, necessitates the need for a continuous link to the internet. An example of this form of advertising is undertaking a pay-per-click commercial on a website.
It’s reliability to an exclusive internet connection for its operation limits coverage and scope as compared to digital marketing and its components. The internet linkage it depends on limit its reach to some users who are not connected to the internet grid.
Despite this limitation, it is the most preferred mode of marketing on the internet. A great chunk of businesses in the world and to be precise to Singapore due to its location as a go-to for cutting-edge online advertising, depend on this method of marketing.
Singapore as a country focuses on internet connectivity for her citizens. Studies show that 78% of Singapore’s population is covered by the internet. Thus, employing the aid of online marketing in Singapore is a sure way of reaching masses who are prospective clients to brand your product or services.
Forms of Online Marketing
Online marketing takes several forms due to its great scope and popularity. The forms are:
Search engine marketing (SEM)
Forms the context upon which online operates. SEM is marketing online by is directing internet traffic to a web page by procuring advertisement lots on search portals or search engines. SEM is a broad aspect encompassing search engine optimisation (SEO) and paid search advertising (PSA).
PSA focuses on acquiring leads by attaching advertisements on search portals. PSA works best in the form of pay-per-click campaigns (PPC) while SEO is the employing of boosting searches skills to safeguard good ratings with search portals.
Social Media Marketing
Social media marketing is suited to social media platforms as a tool for transmitting info on products to tech-savvy age brackets. The coverage guaranteed by social media platforms makes it a go-to reach this materialistic or shopping-inclined generation. Most leads these days are converted to customers from social media platforms. The dominant players on this field include likes of Facebook and Twitter. They account for about 65% of social media marketing across all platforms in the world.
Websites are the foundations on which online campaigns take place. Website as a base for marketing services, always take the forms of an individual blog, business or private web page accommodated on a communal platform such as Tumblr and WordPress.
To sum up, these two means of marketing are difficult to dissociate, but their differences are the main source for unprecedented development in the entire sphere of internet marketing, which is continuing to open up marketing for businesses in Singapore, and the globe.