Digital Marketing: Definition, Advantages, Types and Strategies

What is digital marketing? Digital marketing is a marketing strategy using digital media and the internet.

Have you ever seen a brand or company product that conducts a digital campaign or online campaign?

Or maybe you have also seen it through a company’s website and social media?

Lately, of course, you often see all of these things. These things are called digital marketing.

The concept and application of digital marketing is something that is done to boost product sales from a brand.

Along with technological advances, trends in the business world are also increasingly varied. One of them is the digital marketing trend.

Then, how important is digital marketing in a business that sells certain products?

To answer that question, you can listen to the explanation below to understand it clearly.

What is Digital Marketing (DM)?

Digital marketing is an activity of marketing or promoting a brand or product using digital media or the internet.

The purpose of digital marketing is to attract consumers and potential consumers quickly.

As we know, the acceptance of technology and the internet in society is so broad that it is no wonder digital marketing activities are the main choice by companies.

As a result, companies compete with each other to create interesting content to be displayed in their marketing in cyberspace.

Some examples of marketing techniques included in digital marketing are SEO (Search Engine Optimization), online advertising such as FB ads and Google Ads, print media promotions, television and radio advertisements, electronic billboards, email marketing, mobile marketing, and others.
Definition of Digital Marketing According to Experts

Of course, experts in digital marketing have their own definitions.

The definition of digital marketing according to experts is as follows, what are they?

1. Ridwan Sanjaya & Josua Tarigan (2009)

Digital marketing is a marketing activity including branding that uses various media.

For example, blogs, websites, e-mail, adwords, and various social media networks.

2. Kleindl and Burrow (2005)

Digital marketing is a process of planning and implementing concepts, ideas, pricing, promotion and distribution.

In simple terms, it can be interpreted as building and maintaining mutually beneficial relationships between consumers and producers.

3. Heidrick & Struggles (2009)

Digital marketing uses the development of the digital world to do advertising that is not heralded directly but has a very influential effect.

Advantages of Digital Marketing

The amount of digital marketing used by companies, proves that this has many advantages and benefits that can be obtained, what are they?

Here are some of the advantages of digital marketing compared to conventional marketing.

1. Speed of Dissemination

Marketing strategies using digital media can be done very quickly, even in seconds.

In addition, DM can also be measured in realtime and precisely.

2. Ease of Evaluation

By using online media, the results of marketing activities can be known immediately.

Information such as how long your product is watched, how many people see your product, what percentage of sales conversion from each ad and so on.

After knowing such information, you can then evaluate which ads are good and bad.

So that you can improve for the next period.

3. Wider Reach

The next advantage is the wide geographical reach of DM. You can spread your brand or product all over the world in just a few easy steps by utilizing the internet.

4. Cheap and Effective

Compared to traditional marketing, digital marketing is much cheaper and more effective.

The budget cost saved can be up to 40%, according to Gartner’s Digital Marketing Spend Report.

In addition, the survey also shows that 28% of small businesses will move to digital because it is proven to be more effective.

5. Builds Brand Name

Digital marketing helps you build your brand name well.

Having an online presence with your brand is very important because people will search online before buying your product.


That’s the definition and some digital marketing mistakes that often occur and can destroy businesses.

In addition, there are mistakes that are considered trivial but apparently also have a considerable impact, namely not optimizing the use of social media.

Among them are ignoring responses and suggestions from consumers on social media, buying fake followers or likes, and many more.

In addition to implementing a digital marketing strategy, the use of an accurate system, such as the use of a corporate finance application from the online accounting application feature, also needs to be considered.

It will make it easier for you to manage business finances, especially for those of you who need a sales record application to maintain company data.

Easy and practical management will save you time and effort, so you will be more focused on business development plans.

Therefore, with the help of reliable accounting software, you can prepare financial reports easily and accurately. One of the accounting software that you can use is Jurnal.

Jurnal is an online accounting software with various features that make the accounting process easier, from creating financial reports, calculating costs, managing stock and tax reporting to warehouse stock with the warehouse application.

Join thousands of other Jurnal users right now. Get various facilities and benefits from using Jurnal as your business online accounting application.

Functions, Methods and Steps for Conducting Marketing Research

What is marketing research? What are the methods usually used in conducting market research before starting a business? Here’s the explanation on!

To market a product, the first thing you have to do is find out the target market of the product.

You can find out whether a product is accepted or not in the market by conducting marketing research.

By doing this process, you will know the products or services offered, where the products or services are needed, and what kind of product quality consumers need.

In addition, it is also possible to find out how much demand and potential demand, when the demand peaks and when the demand decreases.

What is Marketing Research?

By definition, marketing research or in foreign languages called marketing research is a systematic research activity that starts from formulating problems, research objectives, collecting data and information, processing data and then interpreting research results.

More simply, this activity is carried out to find out what the market demand by consumers and potential consumers wants.

Market research is usually carried out by the marketing division/section.

The marketing management will know what things need to be improved and what marketing strategies are still suitable to seize opportunities.

From here, improvements will be made to evaluate marketing efforts so that marketing performance can be monitored and various problems that arise can be overcome.

Functions of Marketing Research

Market research has four main functions, namely:

  • Evaluating. Evaluating marketing programs that have been carried out previously including reviewing brand positioning compared to competitors’ products.
  • Understanding. Understanding consumer needs and complaints as one of the insights or inputs that are very important for the company.
  • Predicting. When a brand wants to target a new market, this research will always be used as the main reference material for targeting new markets, as well as when the company wants to develop a new marketing strategy.
  • Controlling. Looking at data on ongoing marketing activities. The data can include the position of our products in front of consumers, demographics, trends and also the effectiveness of marketing tools used.

Objects in Market Research

The following are some of the things that become objects when conducting market research:

  • Price, this object is useful for measuring consumer purchasing power, what price can be an opportunity for goods / services to be purchased and used.
  • Product, product research objects can include, product usability, product value, product appearance and also the level of product usability.
  • Marketing tools, this topic is used to see how effective the tools used in marketing are.
  • Distribution, this object is also used to see the effectiveness of the product distribution flow to consumers.
  • Consumers, the object of research that is no less important is consumers. This is used to analyze consumer behavior and needs.

4 Types of Methods in Marketing Research

Marketing research consists of two types, namely, primary research and secondary research.

Primary marketing research is research whose data comes from direct respondents or research objects.

Examples of primary research: research on the number of people who like smartphone A, research on consumer purchasing power.

Meanwhile, secondary marketing research is research when the data has been processed and is ongoing.

This market research aims to evaluate and control ongoing marketing activities.

Examples of secondary research: the number of people who buy goods, the number of people who visit your website.

In addition, some types of research methods or marketing research to find out market conditions are:

A questionnaire is a marketing research method by providing a form or list of questions needed.

Before conducting research, you need to prepare potential respondents.

Try to select potential customers or prospects as respondents to help you answer the questionnaire questions.

Make sure the respondents you choose are willing to cooperate to fill out the questionnaire correctly and honestly.

If necessary, you can provide gifts, incentives, or mementos as rewards and thanks.

Focus Group Discussion or FGD

The second marketing research method is to create a discussion group.

You can create a group of 15 or more people.

The group contains 1 moderator, 3 researchers, and respondent participants.

The moderator is in charge of directing the discussion, the researchers are in charge of recording and recording their observations of customer responses, reactions, and comments.

Forum group discussions or FGDs can be conducted by taking different groups or groups with similar interests.

The third marketing research method is surveys. This method is done by asking simple questions about the product/service you are researching.

The selection of respondents is usually done randomly and based on volunteerism. Unlike questionnaires, surveys tend to be shorter than questionnaires.

Nowadays, surveys are very easy to conduct online. Online surveys get faster responses. So if

This method is more descriptive. Where you directly observe the market situation either observing trends through social media and news outlets.

You can go directly to the market and also observe an event by analyzing cause and effect.