Digital marketing is a term that was coined by Dr. Philip Kotler in the early 1990s. Dr. Kotler is a world-renowned marketing professor and author who has written over 60 books on marketing and business strategy. He is also the founder of the Marketing Management Association and the American Marketing Association. In addition to being a marketing guru, Dr. Kotler is also a thought leader in the fields of digital marketing and e-commerce. He is widely recognized as the "father of digital marketing" and is credited with helping to pioneer many of the concepts that are now commonplace in the industry.

Digital marketing is an umbrella term that encompasses a variety of marketing activities that are done online. This includes things like search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, and email marketing. These days, almost all businesses need to have some presence in the digital world in order to be successful. And many of them are turning to experts like Dr. Kotler for guidance.

Digital marketing has been an important part of any business' overall marketing strategy. And while there are many different ways to market your business online, it's important to remember that not all of them are created equal. So, if you're looking to get the most out of your digital marketing efforts, be sure to heed the advice of experts like Dr. Kotler.

One of Kotler's most famous works is called the "Marketing Management."

This lays out four principles of marketing which may be applied to digital marketing.


Segmentation is the process of dividing the market into groups of consumers with similar needs and wants. This is important in digital marketing because it allows you to tailor your message to specific groups of people. Understanding how segmentation works is the key to your successful in digital marketing. This will allow you to create targeted messages that resonates with your audience.


Targeting is the process of choosing which group of consumers to focus on. This is important because it allows you to use your resources more efficiently. By targeting the right group of consumers, you can ensure that your marketing efforts are not wasted.


Positioning is the process of creating a unique selling proposition that sets your brand apart from the competition. This is important in digital marketing because it allows you to stand out from the crowd by highlighting the unique strengths and benefits. it is also important to consider the needs and wants of your target audience. In that way, you can create a positioning strategy that resonates with your target audience and helps you stand out from the competition.


Differentiation is the process of offering something unique that cannot be found elsewhere. This is important in digital marketing because it allows you to create a niche for your brand. There are many ways to differentiate your brand online. You can focus on specific market, or you can offer unique products or services which are not available from your competitors. You need consistent strategy for all of your marketing channels.

Kotler's work has had a profound impact on the way businesses market their products and services. By understanding and applying his principles, you can create a digital marketing strategy that is both effective and efficient.

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