Digital Marketing

Digital marketing is an umbrella term for all online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers. The reality is, people spend twice as much time online as they used to 12 years ago. And definitely, the way people shop and buy really has changed; meaning offline marketing isn’t as effective as it used to be.

Marketing has always been about connecting with our audience in the right place and at the right time. In today’s world this means that we need to meet them where they are already spending time on the internet. Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If we ever put an advert in a newspaper, we will know how difficult it is to estimate how many people actually flipped to that page and paid attention to our advertisement. There’s no surefire way to know if that ad was responsible for any sales at all.

Bhawna Dhruv
Assistant Professor
Dept of Information Technology