About This Session

Digital Marketing is the use of digital channels to market products. Also known as online marketing, digital marketing promotes brands and connects them to potential customers via the internet. It takes many forms, including:

1. Search engines
2. Websites
3. Social media
4. Email
5. Mobile apps
6. Text messaging
7. Web-based advertising

Digital marketing uses the same principles as traditional offline marketing but in a digital space. It relies on consumer data to find a business’s target audience and deliver the most relevant messaging possible. This is effective, but digital marketing is so popular that the biggest challenge today is learning how to stand out from the crowd.

Your company’s use of digital marketing depends on its model. Business-to-business (B2B) companies sell to other businesses, which requires a longer, more strategic approach. Business-to-consumer (B2C) companies sell directly to everyday customers, which requires shorter sales cycles and a larger audience. The main differences between B2B and B2C include:

1. B2B decisions involve multiple people, while B2C typically only involves a single person.
2. B2B clients tend to have a longer decision-making process, so digital marketing should focus on building relationships.
3. The B2C buying process is generally shorter, so this requires short-term, urgent messaging.
4. B2B transactions are more driven by logic, while B2C is driven more by emotion.

Fortunately, digital marketing works for both approaches. Whether you’re targeting businesses or consumers, digital marketing will help you streamline the marketing process for results.