For business owners and creative digital marketing companies alike, the ultimate goal is the same: delivering product marketing that ends with the consumer. Yes, a product that reaches the right target market will result in success. However, that success does not come instantly or easily. In other words, introducing a product requires clear and consistent marketing management. This highlights the importance of a digital marketing consultant.

Today, many definitions of digital marketing according to experts state that product marketing has continuously evolved with effective methods over time. However, this article focuses on new opportunities in the modern era that gave birth to creative digital marketing through the development of digital marketing consultants in Jakarta.

To better understand the term digital marketing, which is widely used by most business actors today, here is the latest insight into digital marketing definitions from experts since the early 2000s digital era.

According to Coviello, Milley, and Marcolin (2001)

Digital marketing as a connector between business and consumers

The theoretical foundation presented by these three experts is quite specific. They define digital marketing as the use of the internet and other interactive technologies to create and connect communication between companies and specific consumers. It involves creating and linking dialogue between companies and identified consumers, allowing direct information sharing and communication.

American Marketing Association

Digital marketing as technology facilitated activity

The definition from Coviello, Milley, and Marcolin (2001) closely resembles the perspective of the American Marketing Association. This marketing association from the United States defines digital marketing as activities, institutions, and processes facilitated by digital technology to create, communicate, and deliver value to consumers and other stakeholders.

From both expert definitions above, it is clear that digital marketing plays a serious role in strengthening relationships between potential consumers and companies. Successful communication between the two parties ultimately leads to successful product sales in the market.

Urban (2004)

Digital marketing as marketing activities using internet and technology

Urban (2004) explains that digital marketing is marketing activity that uses the internet and technology to enhance functions that traditional marketing methods have begun to abandon. His explanation became widely cited in academic publications across various regions afterward.

From Urban’s perspective, traditional marketing methods are less optimal in today’s modern era. Modern marketing requires digital technology, tools, and advanced strategies. Traditional methods do not provide these capabilities. Therefore, businesses competing in today’s market should not rely solely on traditional marketing methods.

Before continuing to the next expert definition, here is a classification of the differences highlighted by Urban (2004):

Traditional Marketing vs Digital Marketing

Traditional Marketing
Communication is one way. In practice, products or services are promoted mainly through advertising.
Media commonly used include telephone, postal mail, newspapers, and email.
Strategy execution typically involves preparation, discussion, design, and release.

Digital Marketing
Communication is two way. Businesses can advertise massively, while consumers can provide direct feedback and criticism about the product offered.
Media usage includes almost all online platforms using digital marketing techniques such as SEO to generate the highest interaction from social media users, websites, and email.
Digital strategies involve campaigns managed by SEO specialists, from pre production, promotion, to media maintenance.

Kleindl and Burrow (2005)

Digital marketing as a two party interaction method

After Urban’s general explanation of traditional and digital marketing, Kleindl and Burrow (2005) stated that digital marketing involves planning, implementing ideas, conceptualizing, promoting, pricing, and distributing products. All of these activities represent a two party interaction method.

This perspective refers to maintaining relationships between brands or companies and potential consumers for mutual benefit.

Chaffey (2009)

Digital marketing as a connector between online platforms and target markets

Chaffey (2009) defined digital marketing as achieving marketing objectives through digital technology. In 2013, he expanded this definition, stating that digital marketing helps marketing activities by increasing customer knowledge and tailoring needs by connecting online platforms to target markets through databases, websites, email, and even digital television.

Today’s popular technologies such as blogs, podcasts, feeds, and social media stories align with Chaffey’s definition of digital marketing media.

Heidrick & Struggles (2009)

Digital marketing as new access to the advertising world

Heidrick & Struggles (2009) stated that digital marketing development through websites, mobile phones, and gaming devices offers new access to the advertising world. Although these activities may not appear highly massive, their impact on results can be significant.

Ridwan Sanjaya and Josua Tarigan (2009)

Digital marketing as branding through web based media

Ridwan Sanjaya and Josua Tarigan (2009) defined digital marketing as part of branding that uses web based media such as email marketing, AdWords, social media, and blogs.

From this perspective, social media is included as part of digital marketing agency advertising media. Today, digital marketers widely use social media as one of the most popular promotional channels to capture consumer demand.

Ready to Use Digital Marketing Consultant Services in Jakarta?

For business actors in Jakarta who are ready to use digital marketing services, now is the time to prepare and collaborate with a digital marketing consultant in Jakarta to ensure business success.

In this article, you have learned the definitions of digital marketing according to experts and their benefits. Understanding these definitions is only the starting point. There are many deeper strategies and stages that must be explored to fully implement digital marketing.

Find a professional digital marketing consultant in Jakarta with diverse experience in advertising, marketing, and web development. At IDEOWORKS, we have an experienced team in communication, marketing, advertising, web development, SEO, SEM, and more.

Let’s prove the benefits and see the results starting today.

Reference:

https://bitlabs.id/blog/pengertian-digital-marketing-menurut-para-ahli/

https://beadgrup.com/news/pengertian-digital-marketing-menurut-para-ahli/