Peter Drucker wrote: since the purpose is to identify and retain customers, the business has two – and only two – fundamental functions: marketing and innovation. Marketing and innovation produce results; all the rest represents a “cost”.
If it is true that communication represents the primary way to establish direct contact with the market and plays a essential role in the process of creating value, it is also true that modern information technologies represent the privileged tool for conveying it.
Hence the birth of digital marketing, communication based on new forms of information technologies, for new forms of communication, more captivating, personalized, and interactive.
Digital marketing is, therefore, communication between people, technology is simply the link that makes it possible: from social media campaigns to mail marketing, from the website to e-commerce, from search engines to social media advertising, from information totems to mobile apps, from big data to business intelligence. Today, in the digital era, information technologies play a fundamental role in presenting, analyzing, and promoting.
Information technologies to the service of digital marketing allow to create a stable and effective relationship between the market and the company, not only to reach and convince the consumers, but also to listen, learn, and guide. All these thanks to the joint use of all available tools.
Finally, and not negligible, the new technologies at the service of marketing are not seen by the users as an intrusion in their privacy but as a service from which to take advantage. There are multiple examples: informative newsletters, in-depth videos, apps for tracking products or consulting the article sheet, online surveys, configurators, influencers, videogames, … all tools now in common and daily use.
It should also be noted that digital marketing goes beyond the concept of the Internet and concerns a deeper concept such as the set of habits, behaviors, and expectations of a modern customer who lives and interfaces with this new dimension.