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Digital Marketing

Digital Marketing

 Digital Marketing

The development of the Internet and its massive spread in all fields and activities led to economic and social changes, an increase in users and the diversity of digital applications, to the development of electronic communication methods, which allowed to reduce the time we spend in the marketing process, and imposed on individuals and institutions to reorganize themselves now in a manner consistent with the development stage Digital, enabling individuals to create, use, use and share information, and harness all capabilities to advance it for sustainable development. This has led to a comprehensive change in the institutions and the way they are managed and organized.
 A through the use of modern technologies to improve production and marketing products and services to enhance the competitive position, which led to the emergence of the so-called electronic commerce, which is a major aspect of electronic business, and digital marketing is the heart of electronic commerce, which depends on the use of the potential of the Internet and networks Various communication and multimedia in defining digital marketing goals with the consequent new advantages
Consequently, the activity of digital marketing has grown, so every organization has a website on the Internet called a web site, and one of the digital means to introduce the institution and offer services and products through its own sites and started to make deals via the Internet, and has become competitive within the electronic market in various economic fields. Especially the tourism aspect, which is directed towards relying on two main points: the economy and technology.
Therefore, this sector has been exposed to increasing pressures and difficult challenges to achieve the difficult economic and technical equation, which is more services, but at a lower cost and based on it, it is necessary to The institutions operating in this sector follow a modern policy to cover the cost of those services and increase their returns and improve their quality, by raising the degree of the institution's performance and setting strategies for restructuring it and adopting modern methods in employing successful modern technology solutions, which made these institutions pay great attention He sees "digital marketing" as an activity that it considered worthy of developing its tourism services and thus increasing its incomes through reaching the largest number of customers and at the lowest cost and gaining their satisfaction and loyalty

marketing concept

Marketing was defined as: "studying the market, it is the science or art of studying the market, and the American Society defined it as" it is the organized job and it is a group of developments that focuses on creating selection and giving value to customers as well as conducting relationships with them in order to benefit the organization and its branches
In 1985 he reformulated the concept, and defined it as "a process of planning and implementation of the concept of pricing, promotion and distribution of ideas to create reciprocity that satisfy and achieve the goals of individuals and the organization"
 It was also defined as the activity that is managed according to an objective plan, which takes into account the set of elements represented in the pricing of the products to be marketed and how to promote them and the creation of new ideas and methods of distribution in order to achieve the goals and gain the loyalty of consumers and organizations
 As for Stanton, it was defined as an integrated system in which a group of activities interact with the aim of planning, pricing and distributing goods and services to current or prospective consumers.

Digital Marketing:

There are several definitions of digital marketing where it is defined as a series of specialized marketing functions and a comprehensive approach that is not limited to trading in goods and services as it happens with traditional marketing but rather digital marketing uses digital as a patch to improve the performance of the organization in general
 It was also defined as the process of effective use and development according to a clear and effective digital vision and the fundamental ability of digital marketing resources including experiences, knowledge, individuals, rules, data, relationships ... websites, social media, digital advertising and other mechanisms and means and Digital strategies available on the Internet in order to achieve a competitive advantage in the electronic business market
 Digital Marketing expresses a group of marketing activities that depend on electronic media, computer networks and the Internet, it is the process of establishing and maintaining customer relations through digital electronic activities directly with the aim of exchanging ideas, products and tourism services that aim to achieve the most important points and reach the highest Levels of digital marketing service, whether by organizations or marketers
Digital marketing is a field of modern marketing knowledge that has received great attention from institutions, where a strategy is to provide electronic services through the international network of the Internet as a new marketing communication channel, with its unique characteristics distinct from the rest of the other communication channels characterized by fast performance and low costs, A strategy has expressed the existence of a process of transformation from the traditional Makani market to the digital space market, and digital marketing depends on the Internet to increase and improve its traditional functions and influence the positions and trends of customers, which necessitated institutions in its various fields A to the need to work with its principles and application
Digital marketing requires control of the marketing knowledge that increases consumer awareness, consumer awareness increases consumers' knowledge of their rights to products and ensure their acquisition of the best of them and the responsibility of marketing in achieving prosperity for customers by meeting their needs and desires and building an extended relationship between customers and marketers
And controlling the marketing functions which are a specialized activity or a specific economic service that is performed before and during the process of distributing the goods and converting them from the possession of the product to the possession of the consumer. Depending on its characteristics and goals, we can prefer these functions as follows:
 It is an organized planning process to introduce the product or service to customers
 - Cross-functional: which includes the purchase process and ensuring that the products are sold and sold through means of promotion
Facilitating function: sale facilities for customers and consumers, and ensuring that the product will maintain a level of quality, and this is by monitoring.
- Communication functions: all activities aimed at searching for subscribers and sellers of goods and products, and there are those who apply the function of collecting information about consumers and competitors and distribution channels for use in making the digital marketing decision, which is known as marketing research.

The emergence of digital marketing:

Digital marketing went through several stages and historical milestones that helped it to develop and spread, beginning with the emergence of electronic commerce that began to appear with the beginnings of the nineties where the global network was developed as a tool for public use, and the term electronic commerce is one of the modern terms in the world of business, as it was not known until after 1996 And that after the transformation of a network of the National Commission for Science in the United States into a private sector, then the Internet developed and spread at an accelerated rate. The development of electronic commerce and digital marketing has kept pace with technology in the means of communication, especially in the field of information technology and the development of the Internet. The Internet has opened new horizons for business organizations and has led to an increase in the size of the target markets and has broken the geography barriers and increased the efficiency of the effectiveness of production, marketing and sales The accelerated development in the use of the Internet in the field of trade and marketing has become a challenge for most companies, especially global ones, and the marketing of products and services is increasing through electronic means of communication and via the Internet in recent years. Large and small companies are beginning to realize the importance of using the site web and identifying sites for them via the internet to conduct their commercial and marketing activities and dealings.
The development in the field of telecommunications from phones to satellite and television communications has opened the door for digital marketing and has formed the appropriate ground for its emergence.
Digital marketing is growing rapidly and increasing its use so that it has become a new force for globalization, and the impact of this development has reached most of the world and digital marketing has become an urgent and necessary need that many business companies and international organizations depend on in their strategies and transactions and contracts and exchange and transfer of information and other Activities via the Internet With the increasing importance of digital marketing and the increasing demand for the use of modern communication networks and the Internet, the spread of the latter is the main factor behind the progress and development of digital marketing

Digital Marketing Proliferation Factors:

The trend of many companies and small and large organizations towards digital marketing to benefit from it is as follows:
 Achieving online presence via the Internet: It means the availability of a website for the institution that includes many data about the company and its activities, as well as its own means of communication.
 - Providing information about the organization, as the presence on the Internet enables the company to obtain many answers to the questions of the company's website visitors through the company without incurring the time that its employees may waste in answering the various questions.
 - Access to the global market. In the Internet, there are no geographical limits that restrict the movement of information, and this enables the organization to reach consumers in places that it was not considering accessing with the traditional party.
Providing catalogs, photos, videos and sounds on the site, without any additional costs. Doing customer service 24 hours a day
Making recent and frequently changing information readily available and easy for the consumer to allow the Internet to interact between the product and the consumer and provide the institution with the opportunity to obtain feedback from customers about the product
 - Developing communication technology and the ease of connecting all countries of the world with an integrated digital network
Types of e-marketing:
Some marketing experts believe that enterprise marketing can be categorized into three main types

1- External Marketing: Marketing Extenal, which is linked to traditional marketing functions such as design and implementation of the marketing mix (product, price, distribution, promotion)


2- Marketing lnternal: It is related to workers inside the organization, as the organization must follow effective policies to train workers and motivate them to communicate well with customers and support workers to work as a team that seeks to satisfy the needs and desires of customers. Every individual in the organization must be directed in his work with clients It is not sufficient to have a section in the institutions for doing the traditional work of the marketing function and the rest of the individuals or departments each in another direction


3- Interactive Marketing: It is related to the idea of ​​the quality of services and goods provided to customers, which depend fundamentally and intensively on the quality and relationship between the seller and the buyer. The concept of digital marketing does not differ from these traditional concepts of marketing except with regard to the means of communication with customers. Where digital marketing depends on the Internet as a fast, easy and low-cost means of communication in order to implement these works that constitute the main types of marketing in its traditional form.

There are other types of electronic marketing, including:

1- E-Marketing directed to the final consumer: It is marketing that is based on electronic means and the target of which is the consumer
2- E-Marketing between Establishments: This type of marketing that focuses on electronic means, which achieves a correlation relationship between enterprises and each other, which maximizes the benefits of these establishments.
3- Dual e-marketing: It is a marketing done by electronic media that achieves the goals of the consumer-oriented e-marketing as well as the goals of e-marketing for enterprises.
4- Governmental e-marketing: This type of marketing that uses electronic means to achieve services, whether for business establishments or individuals or government agencies among them, and each other in a way that benefits all of the provision of time, effort and routine procedures.

Digital Marketing Characteristics:

Digital Marketing has the following characteristics:

A- Extensive service: Digital marketing is distinguished by it providing a wide service and customers dealing with the marketing site can deal with it at any time without the owner of the site knowing the decision of its e-mail message unless the customer calls A and can also monitor visitors to its site.

B- The universality of digital marketing: the media used in digital marketing do not know the geographical boundaries so that marketing can be from anywhere the customer is located through his personal computer on the company’s website, with a warning that the laws governing e-commerce will not be crystallized, especially as they relate to safety Business deals

C- The speed of changing concepts: Digital marketing is characterized by the rapid change of concepts, the activities it covers and the rules it rules, because e-commerce is linked to the means of electronic communication technologies and information technologies that change and develop rapidly, so the legal arrangements that are subject to them are subject to rapid change in a way that is compatible with Trade union developments, communications and information

W - The importance of advertising via the international network: The element of excitement and user attention should be used for electronic messages, as is the case in television advertisements, given the number of companies that offer their electronic messages.

A- Deception and phantom companies: its importance increases with caution from untruthful marketing that does not carry real content, because it is easy to publish this information about the company via the internet and that one of the clients may be exposed to a situation from this phantom or non-committed company, such as dealing with a stolen credit card or Providing guarantees for post-manufacturing services without committing to actual implementation, or by claiming the bank’s capacity to collect funds and offering inducements to obtain lucrative returns and other methods, as the issue of paying the purchase amounts of goods and services by sending credit card numbers over the network is still not secure .

H- Narrowing the distance between companies: Digital marketing classifies the distances between giant and small companies in terms of production, distribution and human competencies, so that small companies can gain access via the internet to the international market without having the infrastructure of huge multinational companies and make them stand on the foot Equality with these companies in competition, due to the use of the same method in the implementation of sales and purchases and providing various types of services electronically, as is the case of the distribution of music, laser discs and video films.

G- Acceptance of means of promotion via the network: With the international nature of digital marketing, cultural differences and cultural sensitivities play an important role in this, especially with regard to the methods used for promotion so that a nation can accept promotional means and is compatible with its cultural mentality and another that rejects it and takes a position from it Hostile.

D- Absence of paper documents: In digital marketing, transactions are executed electronically without the need to use paper, especially products that accept numbering, from the negotiation process until the delivery of goods until the price is received, and this has raised the issue of proving contracts and the validity of digital signatures, which called on international organizations to place A legal framework for electronic commerce, signature and payment electronically

Digital Marketing Stages:

E-marketing can be said to involve several stages, as illustrated by Little Arthur. Arthur's e-marketing model has four main phases:

A- Preparation stage: At this stage, the organization studies the market from determining the consumer’s needs and desires and determining the nature of the competition, and this is done quickly to obtain the necessary information and data using the marketing research methodology, so that the service is provided according to the consumer’s desires in the online market via the Internet, and thus the organization achieves Its goals effectively and efficiently

B - Communication stage: At this stage, the organization is looking into the process of communicating with the consumer to introduce new products that were a party to the electronic network via the Internet and it consists of four stages:

1- Attractive Attention: Several tools and methods are used to achieve this stage, including advertising banners and e-mail

2- The stage of providing the necessary information: providing the information and data that the consumer needs to build a private opinion about the new product.

3- Desire Stage 1: At this stage, presentation and presentation should be an effective process, preferably using multimedia technology. Multimedia

4 - The disposal and disposal phase: If the consumer is satisfied with the product offered online, then the purchase procedure will be taken.

A- Phase transaction: It is the stage between the institution and the consumer, and here the institution works to provide products and services, and the consumer provides the required price, and there are many payment methods, the most important of which is credit card over the Internet, which guarantees safety, security and confidentiality. credibility

Y- Sales Stage - After: The marketing process depends not only on attracting a new consumer, but also preserving this consumer in light of the current competition, the organization must use all electronic means to achieve this, the most important of which are:

- Virtual bathrooms and chat rooms
Contact via e-mail and provide the consumer with all new
- Answer and provide a list of frequently asked questions (FAQ)
-Support and update service