“What’s the deal with …” is so synonymous with the 90’s observational comedy Seinfeld that you can probably hear Jerry Seinfeld’s voice just reading it. The show often posed the question in relation to things in everyday life that, in some ways, don’t make sense. So, what’s the deal with digital marketing? It’s the question many security dealers, integrators and manufacturers are now asking, because many things about it seem not to make sense.
At one point, most people thought they had digital marketing figured out. You get a website, maybe run some ads, set up a Facebook page, and you’re done, right? It wasn’t long, though, before most businesses were perplexed by the results. While digital marketing does include websites, social media, email, online advertising, SEO and mobile advertising, it is also a lot more. Digital marketing is a broad term classified as the collective efforts organizations make to connect with individuals in the online world and the processes included. It's world of impressions, views, conversations, clicks, follows, conversions and analytics.