This Thursday, Ivana held a lecture about digital marketing. Since most of the Sipod crew is developers this was the opportunity for them to hear and learn something in contrast with regular developers’ topics.


In order to talk about digital marketing, we need to do is to define what digital marketing actually is. Although there are many definitions of digital marketing, we find that the best one is that a digital marketing is any form of marketing products or services that involves electronic devices. We can also call it online, internet, web or inbound marketing.

Namely, the internet marketing connects all marketing efforts that use an electronic device or the internet.  Today’s companies use digital channels such as social media, search engines, websites, online brochures, and good old email to find new leads and convert them into loyal customers.

Moreover, there are seven big categories of online marketing:

1. Search engine optimization (SEO)

2. Search engine marketing (SEM)

3. Email marketing

4. Content marketing

5. Social media marketing

6. Affiliate marketing

7. Pay per click advertising (PPC)

As we can see, there are many different types and categories of digital marketing, but today we will mention these two common types – Marketing business-to-business and Business-to-customer.

Although both are about selling a product to a person, experience shows that the difference between these two types is a way bigger than we tend to think.


In business-to-business marketing (B2B), one company is selling products to another that buys them.  Here the focus is on the logic of the product and its features. Further, the personal emotion is usually not involved in the purchasing decision, so it is necessary to really understand buyers and how they operate within their organizations or companies.


In business-to-customer marketing (B2C), the company is selling their products directly to customers so it is necessary to focus on the presenting benefits of the products to them.  Consumers are not so interested in a lengthy marketing message and want you to get right to the point. They want to know what benefits they will have if they buy your products. In this case the personal emotion is very much involved and the decision to buy the product is based mostly on emotions.

If you are interested in finding more about internet marketing you can click on the link below.