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What is Digital Marketing?

Digital marketing refers to marketing that is done using channels and platforms online via digital devices

The internet is a platform used by consumers to find and share information

The internet is accessed using data (from a mobile provider) or WiFi (from a wireless internet provider). Not everyone has immediate access to the internet. As a digital marketer, it is important to remember this and bear your target market in mind. Additionally, even though someone may have access to the internet, they may not necessarily have access to fast internet. This means that when writing content or sharing visuals online, it is key to remember your target market and what their circumstances may be, especially in a developing country.

The internet can be accessed using different digital platforms or devices, such as a laptop or a mobile phone. Digital marketing campaigns should suit the type of platform that it will be on. This is because different platforms hold different consumer habits. For example, consumers generally use laptops for more intense research such as reading long articles, while consumers generally use mobiles for ‘quicker’ research, such as directions to a location or searching for the menu of a restaurant.

The internet consists of different channels that consumers can use, such as a website or a social media channel (for example Facebook, see

The internet is useful to consumers because it can be used by people of all ages

As more and more people use the internet, it has become a very important tool for marketer’s to reach out to consumers

Online, consumers are faced with information all around them. Consumers are also growing increasingly sceptical about what brands say online. In order to for a brand to really stand out from the influx of information that consumers are exposed and at the same time to appeal to the consumers, it is important to understand the best practices of digital marketing.