What is Digital Marketing? The insiders might consider this a trivial question, yet, talking to many people who are not from the field, I realized that there is still so much confusion about the subject. When it comes to Digital Marketing, many people have no idea what this term means.
In truth, it is more than understandable that there is confusion around the professions that fall within the scope of Digital Marketing, since it is a relatively young and constantly evolving discipline.
More worrying, however, is the fact that many people, especially in Italy, do not have the faintest idea of what is Marketing, or the progenitor of Digital Marketing.
It seems to me, therefore, to start from this conceptual basis to fully understand what Digital Marketing is.
What is Marketing?
Marketing is a collection of crap and devious persuasive techniques invented by the Americans to sell you useless things that you do not need. (Source: Nonciclopedia)
Marketing, in English, is the gerund of the verb “‘to market’ ‘, meaning” positioning on the market “or” marketing “.
The American Marketing Association has defined marketing as “the set of activities and processes to create, communicate, deliver and exchange offers that have value for customers and society”.
The keywords that we can isolate from this definition are “communicate”, “value” and “customers”. More simply, therefore, we can consider Marketing as the set of activities aimed at communicating the value of our products or services and facilitating sales to their target customers.
Marketing, therefore, is the set of levers to be activated to make one’s product or service desirable.
It is interesting to note, however, how good marketing does not only work in a top-down sense. In other words, Marketing not only serves to communicate to its customers the value of its commercial offer but also to better understand the needs and needs of its target customers to model and improve its products and services according to them.
Since the Marketing includes a series of small actions, apparently trivial, such as the choice of a color or the choice of a word, many people tend to associate the Marketing to the “fuffa”, that is to something that does not generate utility. This happens not only because many marketers are actually “fuffaroli” but also because the marketing mechanisms work mostly implicitly, without our knowledge. When at the supermarket, for example, we choose one brand of cereal rather than another, we do not realize that our brain is making that choice because it has seen that brand on television, or because the packaging seems more appealing to us. They are small levers hidden in our brain that eventually lead us to choose one brand rather than another. It’s about knowing how to activate them.
Many believe that Marketing is advertising but in reality advertising is only a component of Marketing. Marketing is more “trying to enter the consumer’s (or decision-maker’s) head”. We could therefore say that Marketing is a branch of the economy that uses psychological mechanisms to analyze and encourage user interaction with the company and its brands and the consumption of related products.