Digital Marketing – a term we all know but often struggle to truly understand. What does “Digital” mean in this context? And what is “Marketing”? More importantly, what happens when we combine these two concepts?

As we venture into the world of Digital Marketing, it becomes clear that there’s not just one path. Marketing itself has existed for centuries, but the use of digital technologies began in the 1980s, with the rise of the internet in the 1990s marking a significant breakthrough. What a huge leap! In ancient times, merchants would stand in the marketplace, loudly promoting their products. Today, in the digital age, we collect data upon data, ensuring that personalized ads pop up on Instagram, showing us exactly what we might want.

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Can you imagine that not too long ago, no one would have predicted that it would one day no longer be necessary to actively advertise your product? Who would have thought that we’d see ads for exactly what we need, right on our small rectangular screens – whether we’re looking for kitchen gadgets or tools? In the past, you had to go to the marketplace; today, scrolling on your smartphone is enough.

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This transformation is monumental. Imagine you’re searching for a relaxing getaway spot, and minutes later, you see an ad for swimwear or a power bank – exactly what you might need for your trip. What was once unimaginable is now part of our daily routine. Some see this as an advantage, while others might still find it confusing.

But what does all this mean? How has our consumer behavior changed so drastically, and what role does social media play in this? Social media has fundamentally transformed how we discover and consume products. The digital marketplace has made all of us potential global consumers. That’s why I believe Digital Marketing is now the foundation for building any brand. The scalability and reach of products and services are directly tied to a strong digital presence.

One thing is clear: if you understand the mechanisms of Digital Marketing, new markets will open up to you. It's an art we should all master. This section gives you an overview of the key topics in Digital Marketing. Here at “Pointing at Digital Marketing,” we focus on the biggest pillars of digital marketing. Which terms should you know? What is “Search Engine Optimization” (SEO) and “Search Engine Advertising” (SEA), and why are they important? You’ve probably heard of terms like “Social Media Marketing” and “Influencer Marketing.” These concepts stand out like massive ships on a wide ocean, but only a few know how these ships are powered.

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It's time to break through the icy unknown and discover the stunning horizon of Digital Marketing. Let’s set sail and follow the first course toward Digital Horizons. The compass is in our hands, and the map reveals new territory filled with exciting possibilities. Discover an arsenal of tools that will be invaluable on your Digital Marketing journey.