Today, digital marketing has become an essential component. Whether it is to promote a brand or launch a new product, marketing professionals must now integrate these strategies into the core of their actions. Digital marketing refers to encouraging products or services using the internet and various electronic devices available to us. As a result, we can see that traditional media, such as newspapers and television, are becoming less popular. In a society driven by digital technology, older media are being abandoned in favour of new platforms, such as social media, which have now become one of the primary channels for promotion. Additionally, changes are not only observed in communication channels but also in consumer habits, as consumers now seek speed, simplicity, and above all, efficiency. Therefore, it becomes clear that these key concepts—digital marketing, social media promotion, and influencer marketing—are three crucial elements that shape consumer behaviour today, and this is what we will examine more closely.
Digital Marketing’s Constant Presence in Everyday Life
First, as mentioned earlier, digital marketing is now omnipresent in our daily lives, as it appears across all platforms we use. Even if it is not always obvious, as consumers, we are constantly targeted by brands attempting to persuade us through digital marketing, especially on social media. Whether through influencers or a simple post, brands know how to showcase themselves online to reach as many consumers as possible. The key advantage social media offers these brands is the proximity to consumers. In other words, no matter where we are, digital marketing strategies will reach us in one way or another.
Targeted Advertising and Data-Driven Personalization
This proximity also allows direct interaction between the brand and the consumer. Often, a post contains a direct link to the brand’s website or information about a product. These links and posts that appear on our mobile devices may be numerous, but they are far from random. Each one is carefully targeted based on socio-demographic factors such as location, interests, or even behaviour. Algorithms with advanced analytical capabilities allow brands to identify the ideal consumer for their product or service. Unlike traditional media, targeted advertising reaches consumers who are already likely to be interested. While non-targeted media may get a larger audience, the real priority is the conversion rate. Digital marketing enables higher conversion rates at lower costs because companies avoid spending money on ads that do not reach their intended audience.
A Mutual Benefit for Brands and Consumers
To conclude, digital marketing is essential for both brands and consumers. It enables brands to create targeted content with a broad reach across various digital platforms at lower costs. At the same time, it provides consumers with easy and efficient access to a wide range of products at any moment.