Like most new concepts the term digital marketing isn't exactly clearly defined. However here is the concept:

Take a step back just for second and think just how much of our daily lives have become digitized in recent years. Take music for example. The media of choice has evolved from LP's to cassete tapes to ipods and itunes. Similarly movies went from video tapes to DVD's and blue ray players and recently for canada netflix now offers movies streamed over the internet right to your PS2, WII or PC straight onto your TV. All achievable because all of these media have been transformed into digital assets.

The same process is being applied to marketing. Consumers would paw over Yellow pages until Google came along and revolutionized search. TV viewers would be bombarded by adverts between shows until PVR's gave viewers the choice of whether to watch or skip. Newspaper readership is massively on the decline as more and more people get their news online. Many generation Y don't even possess a tv.

However online advertizers using digital marketing can now target people exactly at the moment they are searching for their products, in the case of Google adwords, or target a specific demographic, geographic or psychographic profile, in the case of Facebook ads. But don't try to preach to the new empowered consumer because that won't be having any of it.

Now Yout Tube has become the 2nd most popular seeh vehicle (not strictly a search engine) video is by far the most exciting development in digital marketing and amazingly effective at convincing customers to buy from you. Wouldn't you relish the opportunity to demonstrate the benefits of your product directly to your customers at the moment they are looking. Video gives you that chance. Done properly video shows up extremely well in Google. As anyone searching for digital marketing in Ottawa can attest.

 To see how effective video can be take a look at this...