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Digital marketing features are series of attributes used to describe the process of marketing communication.Digital Marketing was defined as "the use of digital technology to create a comprehensive, targeted, measurable communication which has beneficial effects on acquiring and retaining customers when building deeper relationships with them" by The Digital Marketing Institute.

The main task of digital marketing is to promote the brand by several kinds of digital marketing technology, build communication and create touchpoints with customers. The alternative terms for digital marketing are usually: 'web marketing', 'internet marketing' and 'online marketing'. The basic concept of digital marketing is based on the inbound marketing approach or commonly referred to as customer centric approach. Digital marketing features could be identified in different prespectives. From the perspective of strategies, Digital marketing could be defined as "a strategy that use digital channels and tools to expand the marketing of organisations and to achieve the measurement of return of investment (ROI)".

DIgital Marketing is the practice of promoting products and services in the form of innovation, mainly using database-driven distribution channels to reach consumers, customers and relevant individuals in a timely and effective method from perspectives of customers.

Features

 * Interactivity: online users can select when to come into contact and how long.
 * Cost-effectiveness: digital marketing costs less than traditional mass media marketing. And in many cases, sites can even get traffic for free.
 * Supporting effect:one of the advantages of network marketing is related to it's support effect, especially for small enterprises. The Internet can influence the market and operation efficiency of small and medium-sized enterprises to a certain extent.
 * Personalization: digital marketing can create customized or personalized services and programs based on personal data or consumer behavior and preferences. This is a way of communication between consumers and marketers, which leads them to deeper relationships and better personalization of goods and services.
 * Information delivery: digital marketing provides almost unlimited content and can be updated when necessary. The online content that has provided will continue to be provided to users and the users will choose whether to use the information.
 * Adaptability：the transaction history database will be a major marketing resource for many companies, determining what types of products they can deliver and the market they can serve.
 * Building relationships and skills to prepare for continuous change: keeping a close watch on external developments is a part of digital marketers' job. This will require resources to focus on external development. In addition, marketers need to learn more professional skills in digital marketing by building relationships.
 * Complexity: the site is too complex or too large, it may take a lot of time and end users may get bored.Traditional methods are more convenient and reliable for some customers, especially older ones.
 * Price transparency: price transparency can have serious consequences for industry. Especially in the economic recession, customers have more incentives to find a good offer. Meanwhile, the competitive pressure of enterprises has increased.