The growth in digital comms in the last three decades has transformed the marketplace. To put this growth into context, how much do you think daily global internet traffic has increased since the early 1990s, in terms of gigabytes (GB)?

Global internet traffic

Cisco’s (2017) trend analysis shows how, in the early days of the global internet, traffic in a day was less than 100 GB – which today is the storage capacity of a smartphone:

1992: 100 GB per day

1997: 100 GB per hour

2002: 100 GB per second

2007: 2,000 GB per second

2016: 26,600 GB per second

2021: 105,800 GB per second.

Digital marketing today is about many more types of audience interaction than simply websites. It involves harnessing the “5Ds of managing digital marketing interactions” for which you need to assess consumer adoption and how your business can manage them to support marketing goals.

Digital devices

Our audiences interact with businesses using a combination of smartphones, tablets, laptops, desktop computers, TVs, gaming devices, virtual assistants (like Amazon Echo) and other connected devices forming the Internet of Things (IoT).

Digital platforms

Most interactions on digital devices are through a browser or apps from the major ‘platforms’ or online services, such as Facebook, Instagram, Google, YouTube, Twitter, LinkedIn, Apple, Amazon and Microsoft.

Digital media

Different communications channels for reaching and engaging audiences are available, including advertising, e-mail and messaging, search engines and social networks.

Digital data

The insight businesses collect about their audience proles and interactions with businesses now needs to be protected by law in most countries.

Digital technology

This is the marketing technology that businesses use to create interactive experiences, from websites and mobile apps to in-store kiosks and e-mail campaigns.

This is a definition of digital marketing strategy:

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers. Strategy and tactics have different characteristics. Without an overarching strategy, tactics can be ineffective. With a strategy, all tactics are integrated into a cohesive plan with specific objectives to achieve.

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