Digital marketing, or e-marketing, corresponds to all the methods and practices of Internet marketing: online communication (influence and social networks), optimization of electronic commerce, traffic creation through all digital media (computer, mobile phone, podcast player, video games and dynamic dispaly – outdoor advertising panel and point-of-sale television).
It can also be defined as electronic marketing the set of marketing activities that an organization, product or brand carries out via digital channels. The three main channels are: natural referencing (SEO), social networks (SMM), paid ads on search engines like Google or Bing (SEA).
The term covers each discipline of electronic marketing (cybermarketing for marketing done on the internet; mobile marketing for marketing on portable terminals, etc.). It is part of the digital strategy of a person or a company.
E-marketing techniques make it possible to develop customer relations to a level never reached before: permanent interaction is now possible.
The marketing of the website is used in addition to the natural referencing of the site. Indeed, the latter makes it possible to be visible to people who make a corresponding request on a search engine. For its part, the marketing of a website will make it possible to publicize its brand, its services and / or its products through other tools. Along this line, there are two types of online marketing: inbound marketing and outbound marketing.
The use of modern means (such as cookies, trackers, searching for IP addresses) is however linked to a legal clause, which in short obliges the webmaster to indicate that in accordance with the provisions of the General Data Protection Regulation (GDPR) , users have the right to access, rectify, modify and delete data concerning them. For any question relating to personal data or to exercise their rights under the General Data Protection Regulation (GDPR), users must also be able to know a way to contact the webmaster.