1. and organic)Smartphone ad formatsTablet ad formatsSponsored

                                                                                   1. The factors and influence of digital marketing   1. Target marketing     important to know who you’re targeting     Before you’ve decided to setup digital marketing so to attract customers and improve sales, demonstrate how your consumers use digital marketing to gain information on products related to a business.      2. Usage of technology      Technology is an important factor, should stay in the mix and get updated all the time    3. Budgets     Plan budgets accordingly.     4. Time      Needs time commitment, that can be a problem for small business owners. 1. Emerging trends   – Real time marketing   – Multichannel attribution   – Content marketing   – Responsive design                                           2. Legal and ethical obligations     – Copyright       – Copyright is a legal right created by the law of a country that grants the creator of an original work exclusive rights for its use and distribution. This is usually only for a limited time. The exclusive rights are not absolute but limited by limitations and exceptions to copyright law, including fair use. A major limitation on copyright is that copyright protects only the original expression of ideas, and not the underlying ideas themselves   – Trademark     -A trademark, is a recognizable sign, design, or expression which identifies products or services of a particular source.The trademark owner can be an individual, business organization, or any legal entity.    – Patent        – A patent is a set of exclusive rights granted by a sovereign state to an inventor or assignee for a limited period of time in exchange for detailed public disclosure of an invention. 2. Technologies that impact the practise of digital M      4 main platforms are           -Search, social, mobile, displaySearch engine resultsSocial networks (paid and organicBanner adsOnline video content (paid and organic)Smartphone ad formatsTablet ad formatsSponsored online retail contentOnline reviews and ratingsBlog posts and web development                                                  3. The digital ecosystem      – Interconnection between resources   –     – every organization needs a digital platform strategy. CIOs must collaborate with their business counterparts to integrate digital platform development into their technology and business strategic planning.   – Impact      Explore — Business ecosystem participation will affect how CIOs determine strategic and operational investments     Plan — Digital platform strategies require CIOs to integrate business and technology planning     Deliver — Business and technology opportunities and risks will significantly influence how CIOs support digital platforms     Evolve — As business ecosystems expand, CIOs will have to manage increasingly complex digital platform architectures 3. How it fits in brands overall marketing strategy: Digital marketing, by our definition, is a channel for connecting with consumers, just like TV, magazines, radio and catalogues. But we’ve also defined it as advertising and other content that can be distributed, just like a 30-second TV or radio ad.  It is interactive, not one-dimensional or one-way. Digital offers an opportunity for immediate interaction, as well as the continuation of a story or journey that transcends borders 24/7, 365 days of the year.Without a digital strategy, how do you know your marketing is in the right place, appealing to the right audience and being shown at the optimal timeA strategy reduces the time spent by the marketer playing the guessing game and more time getting ahead of the competition.The Digital Marketing should be separate from the traditional marketing strategy, but the two must run parallel to each other.For a complete DM Strategy, you must use multi-channels like web/email/social and mobile                                                           4. The exploitation of  digital marketing tools and technique that are involved as part of marketing mix include   – Email Marketing    – Give information away    – may Also includes Call to Action    – Interact with the inactive group of subscribers   – PPC     – Pay per click (PPC) is a model of internet marking in which advertisers pay a fee each time one of their ads is clicked     – Every time an ad is clicked, it sends a visitor to the website,  you have to pay the search engine a small fee   – Mobile marketing     -Re-engagement: inactive group of subscribers    –      Responsive Website DesignMobile AppsDisplay AdvertisementsMobile Video or Audio AdsSMS and MMS MarketingSocial Media MarketingMobile Friendly Email Marketing   – CPA(cost per aquisiton)      measures an advertisers per conversion cost from start to finish, from the inclusion to the search engine results to creating interesting landing pages that grab the attention of the visitor.   – SEM (search engine marketing)    – SEM is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine result pages through paid advertising.   – SEO (search engine optimisation)    – Is the process of getting traffic from the “free, organic, editorial or natural” search results on search engines.    – CTR(click through rate) is the ratio of users who click on a specific link to the number of total users who view a page, email or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.      – CPM (cost per millenium or 1000 impressions)    – PM is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. E.g. if a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The ‘M’ in CPM represents the roman numeral for 1,0004. Marketing technologies and how to prioritise innovation as part of marketing mix: Experience – the digital customer journey of discovery, which has led to the creation of the chief experience officer roleEveryplace – the multitude of digital channels and touchpoints, ranging from interruption to interception to retargeting Exchange – more than just a pricepoint, this is what you can offer customers in exchange for their attention, engagement and permission; it has led to the creation of the chief content officer rolealso for your business to grow in the digital world, it is really important to stay updated all the time