Digital marketing is a term that has many definitions, but at its core, it refers to marketing efforts that use electronic devices to deliver messages. From a technology perspective, the word "digital" is defined as:

Of, relating to, or utilizing devices constructed or working by the methods or principles of electronics.

The American Marketing Association reports that, These days, screen time is at an all-time high for many people. Digital marketing takes advantage of this reality, promoting business products and services across the internet. In this way, businesses ensure that their marketing efforts are more likely to reach customers, by targeting them where they spend most of their time. Read more here.

So, digital marketing involves using electronic devices to communicate marketing messages. To clarify further, digital marketing typically relies on the internet for delivery. This includes any device that can access the internet. However, it generally excludes traditional mediums like broadcast or cable television, print newspapers and magazines, radio, or static billboards.

What Devices Can Access the Internet?

The list of devices capable of connecting to the internet has grown significantly over the years and includes:

1. Personal Computers (desktop or laptop)

2. Tablets

3. Mobile Phones

4. Smart TVs

5. Smart Watches

6. Electronic Billboards

Digital marketing encompasses any content consumed via these devices. For example:

- Listening to the radio through a computer or smartphone app.

- Reading a digital version of a newspaper or magazine online.

- Viewing ads on internet-connected billboards.

Wait, Doesn’t That Include Traditional Media?

You might wonder: Doesn’t digital marketing overlap with traditional media like billboards, radio, and print?

The distinction lies in how the content is consumed. For instance, a static billboard doesn’t fall under digital marketing, but an internet-connected electronic billboard does. Similarly, listening to a traditional radio broadcast isn’t digital marketing, but streaming that same broadcast through a mobile app is.

Why Does This Matter?

As someone who has managed millions of dollars in advertising investments—both as a purchaser and as a Marketing & Advertising Account Executive—I’ve found that separating marketing into rigid silos often creates unnecessary confusion. Instead, we need to move away from terms like "digital marketing" and focus on the broader concept of comprehensive marketing.

A Comprehensive Marketing Plan

A comprehensive marketing strategy eliminates the need for artificial divisions between traditional and digital methods. It’s about creating a unified roadmap that identifies your target audience, understands their needs, and uses the most effective tools to meet those needs. Here’s why this approach matters:

1. Targeted Reach: Data-driven insights enable precise targeting of your audience based on demographics, interests, and behaviors.

2. Multi-Screen Engagement: Today’s consumers interact with multiple devices—smartphones, tablets, TVs, and more—and a comprehensive strategy ensures your message reaches them wherever they are.

3. Efficient Frequency: By integrating various marketing channels, you can deliver your message repeatedly to the right audience, ensuring it stays top of mind.

4. Flexibility and Creativity: Advertisers are only limited by their budgets, not by the methods available to reach their audience. A comprehensive approach ensures that no effective strategy is off the table.

Why Is Comprehensive Marketing Important?

Marketing should never be about fitting into predefined silos; it should be about delivering results. A comprehensive marketing approach allows advertisers to see the full picture and create strategies that leverage all tools available to them. By removing the term "digital marketing" from our vocabulary and focusing on holistic strategies, businesses can:

- Avoid confusion about which methods to use.

- Focus on what truly matters: reaching their audience in the most impactful way possible.

- Collaborate with advertising partners who prioritize results over rigid definitions.

In today’s business landscape, marketers and advertisers must ensure their strategies are adaptable, scalable, and audience-focused. By embracing comprehensive marketing, businesses can achieve greater impact and drive meaningful results, no matter how their audience chooses to engage with their message.

Expect to Win!

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