How does digital marketing fit into this definition? There is, in fact, no basic difference between
‘traditional’ marketing and digital marketing. They are one and the same. Ultimately, the aim of any
type of marketing is to keep customers and stimulate sales in the future. Digital communication
tools make it possible to connect and build long-term relationships with customers. Digital
marketing helps to create consumer demand by using the power of the interconnected, interactive
web. It enables the exchange of currency but, more than that, it enables the exchange of attention for
value. This is referred to as the attention economy. Digital marketing is powerful in two fundamental
ways. First, the audience can be segmented very precisely – even down to factors like current
location and recent brand interactions – which means that messages can (and must) be personalised
and tailored specially for them. Second, the digital sphere is almost completely measurable – every
minute and every click by a customer can be accounted for. In digital you can see exactly how
various campaigns are performing, which channels bring the most benefit, and where your efforts
are best focused