Erin Choi serves as the head of marketing for the global corporate and investment banking division at Bank of America Merrill Lynch. As an experienced marketing and communications professional, Erin Choi employs digital marketing in her work.
Digital marketing refers to the use of electronic media in the promotion of products or services. While today the Internet is seen as the farthest-reaching channel to consumers, there are other channels, such as wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, and radio.
There are many ways that digital marketing differs from traditional marketing methods. First, digital marketing involves channels and methods that allow marketers to keep track of data, which is then used to analyze campaigns. This enables marketers to determine which strategies are working and which aren't, mostly in real time. Moreover, digital marketing is more cost-effective than offline marketing, as it forgoes expensive customer research.
