what is digital marketing?

One of the marketing buzzwords used the most is “digital marketing.” Digital marketing is a hot topic right now, and experts agree it’s the best way to expand the internet business. There is a rising demand for digital marketing credentials, and universities promote their new digital marketing courses as the newest and greatest.

This introductory guide lets you understand what digital marketing is and how it functions. We have worked in the field of digital marketing for more than a decade. We’ll study the various digital marketing channels and types and provide instances of how they might complement one another in a digital marketing strategy. Our mission is to assist you in learning digital marketing and provide you with the information and tools you need to develop your digital marketing expertise.


Promoting brands via the internet and other digital communication channels is known as digital marketing, sometimes known as online marketing. This comprises text and multimedia messages, email, social media, and web-based advertising as a marketing channel. In essence, a marketing effort is considered to be digital marketing if it uses digital communication.


  • Marketing to consumers using various digital channels is called digital marketing.
  • Common outlets for this type of marketing include websites, mobile devices, and social media sites.
  • Internet marketing, which only takes place on websites, is distinct from this type of marketing.
  • Digital marketing covers many activities, such as luring clients through email, content marketing, online directories, social media, and more.
  • How to stand out in a world that is overrun with digital marketing advertisements is one of the main issues that digital marketers confront.


The distinction between conventional and digital marketing is straightforward. While digital marketing employs online channels, traditional marketing uses offline ones.

 While a digital marketing strategy may utilize social media, blog postings, and email to promote a firm and its offerings, a traditional marketing campaign, for instance, can employ billboards, print ads, and mailers. 

The distinction between “traditional marketing” and “digital marketing” has become less clear in recent years, as even conventional channels like billboards, TV advertisements, and direct mail have incorporated digital elements.


In a word, digital marketing is any marketing strategy carried out using computers or other electronic devices. Internet-based online marketing campaigns are included in this. A company may use websites, search engines, blogs, social media, video, email, and other avenues to reach customers in digital marketing.

Digital marketing is a dynamic, constantly-evolving process in contrast to traditional marketing, which is static and frequently referred to as “one-way” communication. In contrast, digital marketing offers a channel for two-way contact between a business and its current or potential clients. Still, customers cannot connect with businesses through billboards or print advertisements.

For many people today, screen time is at an all-time high. This reality is exploited by digital marketing, which advertises business goods and services online. By focusing on customers where they spend most of their time, businesses may increase the likelihood that their marketing efforts will be effective.

A diversified strategy for digital marketing can have major business advantages for startups and established companies. A successful digital marketing plan combines several techniques, including content development, social media management, search engine optimization, and online advertising.

Any actions a business takes to advertise its goods and services and increase its market share are referred to as marketing. Successful marketing requires a blend of sales prowess, advertising understanding, and the capacity to deliver items to end customers. Specific specialists or marketers who can work domestically (for businesses) or outside with other marketing firms typically take on this task.

In the past, businesses prioritized marketing via print, television, and radio. These choices are still available today, but the development of the internet caused a change in how businesses interact with their customers. Digital marketing became useful in this situation.

Websites, social media, apps, search engines—anything that combines marketing with consumer feedback or a two-way connection between the business and the customer—are used in this type of marketing.

Newer trends and advanced technology led businesses to alter their self-promotion strategies. At the beginning of digital marketing, email was a widely used marketing medium. The focus switched to search engines like Netscape, which enabled companies to keyword stuff and tag their products to stand out. Sharing websites like Facebook has made it easy for businesses to track data and respond to customer trends.

Nowadays, businesses find it simpler to promote themselves to consumers and their goods and services, thanks to smartphones and other digital devices. According to studies, consumers prefer to access the internet on their phones. Therefore, it shouldn’t be surprising that 70% of people decide what to buy before making the transaction.


When it comes to social networks for your digital marketing plan, you have options:


Instagram is a well-known social networking platform for companies. With Instagram, you can interact with users by posting captivating photos, videos, and Instagram Stories, which last for a short while. Additionally, you may submit photographs of your goods or services that you can label as shoppable goods, making it simple for customers to transition from surfing social media to making purchases.


With over a billion users, Facebook is the most widely used social network on the planet. That implies that even if you have a single storefront in a small town, there are bound to be a few potential clients for your business on Facebook.

You may create a free business profile on Facebook that you can rapidly customize with information about your company’s name, operating hours, location, contact information, and more.

Facebook supports your local SEO strategy in this regard as well! Once everything is configured, you can send updates to Facebook that contain material from your website, competitions for followers, and more.


One of the biggest social networks, Twitter, only allows users to post tweets with 280 characters. You can also display your company name, logos, and the location of your headquarters on Twitter. Additionally, it enables you to attract followers quickly by tweeting relevant material, captivating tales, business news, and more.

This social networking platform also functions as a customer care channel. Although this is more typical for larger firms, customers may easily contact the company they do business with, thanks to its format. When you respond to their queries or worries professionally, Twitter may be a potent tool for enhancing your brand’s reputation and providing for your customers.


Pinterest is one of the web’s most well-liked social media platforms, particularly for photos, crafts, and DIY projects. That might not sound like it’s the best option for every firm, but it works for every sector, including B2Bs.

You can publish pictures of your team, the outcomes of your labour, and how your products function on Pinterest, among other things. More effectively than you could with just text, you can now inform your customer base. Pinterest is a successful social network for marketing because infographics and videos work on the same principles.


The largest professional social network in the world is LinkedIn. From recent graduates to Fortune 500 CEOs, it’s one of the most important online gathering spots for professionals. By participating in discussions and adding links to your website when you utilize it for marketing, you demonstrate that your company is a reputable one that pursues excellence.

Making a business page allows you to display important details about your organization in yet another location online. It also enables people to follow you and receive updates about your firm. LinkedIn’s professional context is its most powerful feature. You can utilize it to build new business connections, attract new clients, and more because its users are there for professional reasons.


One of the newest methods for advertising your company online is Snapchat. Young smartphone users, a rapidly expanding generation with increasing disposable income, are particularly fond of Snapchat.

You can use the app to send or publish photographs and videos to gain more followers for your account. The main goal of Snapchat is to establish a fun connection with users.

You must decide whether it is worthwhile to test Snapchat because it is simpler to do this for less formal brands than it is for formal brands. But if you do, you may be able to interact with millions of users and raise your brand’s visibility every day.


Employing an omnichannel digital marketing strategy paves the way for new consumer engagement strategies while providing marketers with insightful data on target audience behaviour.

Companies can also anticipate a rise in retention. A study by Invest found that businesses with effective multi-channel multi-channel customer engagement strategies keep 89% of their clients on average. Contrast that with businesses with subpar omnichannel strategies, which only have a 33% retention rate.

Digital marketing is still developing. For instance, the growing range of wearable technology available to customers offers new marketing options. Digital marketing is important for businesses today since it provides the following:

  • Several web marketing techniques
  • Affordable marketing strategies
  • Identical field of play
  • Alternatives for sophisticated customization and targeting
  • Accurate tracking and measurement of campaigns
  • Ongoing campaign performance evaluation


Print (newspapers and magazines) and broadcast advertisements were the traditional methods of marketing (TV and radio). These are still-operating channels. Digital marketing platforms have changed and are still changing. The eight most popular routes businesses can use to improve their marketing efforts are listed below. Remember that some businesses could employ many channels in their endeavours.


All digital marketing efforts revolve around a website. It is a very effective channel and serves as the platform for several different web marketing efforts. A website should convey a brand, a product, and a service understandably and memorably.


Reaching potential clients through content utilization is the aim of content marketing. Usually, after being published on a website, content is usually spread through social media, email marketing, SEO, or PPC advertising. Some content marketing tools include blogs, eBooks, online courses, infographics, podcasts, and webinars.


One of the most successful digital marketing methods is still email marketing. Email marketing differs from spam email, even though many think it is. Through this marketing, companies can connect with potential customers and anyone interested in their brands.

Many digital marketers build customer acquisition funnels through email marketing to convert leads into paying customers after using all other digital marketing channels to attract leads to their email lists.

Having an opt-in list that does the following signifies:

  • Individualizes the text in the subject line and the body
  • Clearly explains the type of emails the subscriber will receive.
  • An email signature with a prominent unsubscribe link
  • Combines promotional and transactional emails
  • You want your campaign to be seen by your potential customers as more than just a means of advertising.

Email marketing is a tried-and-true method: 89% of the professionals polled said it was their best source of leads. Other digital marketing strategies, like marketing automation, which enables you to segment and schedule your emails to serve your customers’ needs better, can make it even better.

Here are some pointers to assist you in creating effective email marketing campaigns if you’re thinking about using email marketing:

  • Segment your audience so you can deliver the correct people and relevant campaigns.
  • Make sure emails are mobile-friendly.
  • Make a campaign calendar.


One of the most well-known search engines in the world is YouTube. Before making a purchase, many consumers go to YouTube to learn something new, read a review, or unwind.

You can launch a video marketing campaign using various platforms, such as Facebook Videos, Instagram, and even TikTok. Integrating video into SEO, content marketing, and more extensive social media marketing efforts helps businesses use it most effectively.


Businesses and non-profit groups also utilize SMS or text messaging to tell customers about their most recent specials or provide them with chances. SMS messaging campaigns are another tactic used by candidates for political office to promote their programs. With the development of technology, many text-to-give initiatives now enable donors to make a direct payment or contribution by sending a short text message.


Marketers can use paid advertisements to connect with Internet users on various digital platforms thanks to pay-per-click (PPC) advertising. Advertisements for products or services can be displayed to users conducting PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook.

PPC campaigns can divide consumers into groups according to their demographic traits (such as age or gender) or even target them according to their specific hobbies or geography. Google Ads and Facebook Ads are the two most widely used PPC platforms.


Your company may easily test your ad headlines and descriptions using responsive advertisements.

For instance, Google will test several combinations of your headlines and descriptions for your responsive advertising to discover which ones work the best. Use responsive display advertisements as well, which will experiment with combining images and videos.


While PPC allows you to design extremely focused campaigns, you should avoid using such strategies. Instead, begin with broad targeting and hone it with your data’s help.


In PPC, landing pages are essential.

Your PPC ads won’t work well if your landing pages are slow, challenging to navigate, or irrelevant. Both your expenditures and CTRs will increase. Additionally, because ad networks know that your advertisement falls short in user experience, they will show it less frequently.

By aligning your landing page with your advertisement, you may improve your landing pages for users. For instance, if you advertise a pair of running shoes, your landing page should be the product page for those shoes, not your category page for running shoes.

Your landing page can also improve by enhancing its usability and speed.


According to experts, one of the most significant digital marketing trends is WhatsApp marketing. WhatsApp has fundamentally altered how companies connect with and interact with their customers. Now that all age groups use and frequently check an app, you can send personal messages on it. Additionally, since you will be contacting the customer using a WhatsApp Business Account, which increases their trust in you and your company’s legitimacy, you won’t be freaking them out.

You may take orders from customers, let them know how their orders are doing, and even accept and process payments! Why it is one of the top trends in digital marketing that you should follow.


Influencer marketing is undoubtedly a trend in digital marketing that will open up new vistas. Influencer marketing is a new concept, but the market already seems oversaturated.

Not all audiences find the hype around macro-influencers to be particularly compelling. True influencer marketing and staged influencers can be distinguished from one another. Therefore, to be more authentic, businesses will increasingly engage micro-influencers for social proofing in addition to their staff members and customers.

They are the best brand ambassadors and have the power to move others with their personal experiences and feelings.


The key elements of digital marketing are the channels. These are the channels that can be used for online marketing; in many situations, they are the only ones you need to use to establish a strong online presence.

Although still in use, the offline digital marketing channels listed below are inappropriate for many businesses. For instance, a small business lacks the resources to promote on television or digital billboards.


TV advertising is not ineffective; on the contrary, it will grow in popularity over the next few years. At the moment, TV advertising is not entirely targeted. Marketers can only conclude from the statistics they have collected from a small number of individuals. Web TV uptake will fundamentally alter this. Marketers can target people based on various criteria and decide on the best type of content to create with knowledge.


Digital marketing is thought to include billboard advertising. Many public spaces have electronic billboards, another more conventional route in your digital marketing toolbox.


You can also use radio marketing, which is not as efficient as other strategies. The primary problem with radio marketing is that it’s difficult to determine your exact return on investment. You can only guess the audience size when you pay for a radio advertisement based on the number of listeners the specific radio station has. However, local businesses and small communities less impacted by social media madness might still benefit from radio marketing.


Even though it’s not the most effective method, SMS marketing is still viable for reaching out to potential clients. These days, better options are available, such as push messages on Facebook Messenger, the web, and mobile. However, SMS marketing can increase foot traffic to your neighbourhood shop.


Social media marketing is the practice of increasing website traffic and brand recognition through online interaction. You may promote your business, goods, services, culture, and more via social media marketing. Concentrating on social media marketing can be beneficial because billions of people use social media platforms to interact.

Facebook, Twitter, and Instagram are the most widely used digital channels for social media marketing, followed closely by LinkedIn and YouTube. The social media channels you use for your business ultimately depend on your objectives and target market. For instance, targeting your audience on LinkedIn is a fantastic idea if you want to get new leads for your FinTech firm because professionals in the field are active there.

Social media marketing has gained popularity because it encourages active audience participation. At 96%, it is the most common container format for B2C digital marketers and is also becoming more popular in the B2B sector. The Content Marketing Institute reports that 61% of B2B content marketers used social media more this year.

Built-in engagement metrics in social media marketing are quite helpful for letting you know how well you connect with your audience. You get to choose which interactions—like the number of shares, remarks, or overall clicks to your website—mean the most to you.

Your social media marketing plan may not even have direct purchases as one of its objectives. Many firms utilize social media marketing to engage people in conversation rather than pressuring them to make an immediate purchase. Brands that cater to older audiences or provide goods and services unsuitable for impulse purchases are particularly prone to this. Everything depends on the social media marketing objectives of your business.

It’s essential to adhere to best practices to develop a successful social media marketing plan. Some of the most effective social media marketing best practices are listed below:

  • Create compelling, high-quality material
  • Respond to queries and comments in a professional manner.
  • Make a schedule for posting on social media.
  • Post when it’s appropriate
  • Employ social media managers to aid your marketing campaigns.
  • Understand your audience and the social media platforms where they are most active.


Through the use of the digital marketing strategy known as affiliate marketing, one can profit from the promotion of another person’s company. The procedure is the same whether you are the promoter or the company that collaborates with the promoter.

It operates based on revenue sharing. If you are the affiliate, you will receive a commission for each sale of the product you have promoted. If you are the merchant, you must pay the affiliate for each sale you make, thanks to their efforts.

Some affiliate marketers opt to review just one company’s items, possibly on a blog or another external website. Others have connections with numerous retailers. The first stage is establishing contact with the other party, whether you wish to be an affiliate or discover one. You can launch or join a single-retailer program or use digital channels to link affiliates with shops.

You can do numerous things as a store to make your program appealing to potential promoters if you decide to work directly with affiliates. You must give those affiliates the resources they require to be successful. Along with marketing resources and ready-made content, this also rewards outstanding performance.


Influencer marketing, like affiliate marketing, involves collaborating with an influencer—someone with a sizable following, like a celebrity, subject-matter authority, or content creator—in exchange for visibility. These influencers frequently recommend your goods or services to their followers across various social media platforms.

Businesses seeking to reach new audiences, both B2B and B2C, might succeed with influencer marketing. However, since they effectively represent your brand, it’s crucial to work with trustworthy influencers. The incorrect influencer might damage the trust of customers in your company.


Marketing automation boosts the effectiveness and relevance of advertising by using software to run digital marketing initiatives. As a result, rather than spending time and effort on laborious operations, you may concentrate on developing the plan for your digital marketing initiatives.

Marketing automation may greatly increase the level of connection between you and your audience, even while it can seem like a luxury item that your firm can do without.


With the help of mobile marketing, you may interact with your target market via their mobile devices, such as smartphones and tablets. This can be done through SMS and MMS messages, notifications from social media, mobile app alerts, and other means.

It is essential to make sure that all material is mobile-friendly. Your marketing efforts can be highly effective when you produce computer and mobile screen content.


You are aware of the meaning of digital marketing, but how does it operate?

Online marketing is effective when you create a coordinated, multi-channel approach that supports your target group’s distinct buying journey. This means that your company employs a variety of platforms, including social media, email, and search, to support a larger marketing strategy, such as producing leads, sales, or brand awareness.

Consider the following digital marketing example for context:

  • To generate leads.
  • Channels: digital advertising, email, and search
  • Writing a blog article 
  • Make the blog article user- and search engine-friendly.

Include a resource that users can download in exchange for providing their email address. For those email subscribers, create a drip campaign to bring them toward conversion.

Although it’s a simple illustration, the above demonstrates how businesses may utilize digital marketing to accomplish broad objectives like acquiring leads. Online marketing channels can be utilized alone, but they are most effective when used in tandem, which is one of the major problems for digital marketers.


You’ve probably heard of B2B and B2C, but do you know how they differ? Business-to-business (B2B) is different from business-to-consumer (B2C); thus, your marketing efforts must be tailored to each group.


Instead of marketing to consumers and customers, B2C is focused on connecting with other businesses directly and conducting business with them.

With B2B marketing, for instance, you’re more likely to concentrate on the message to inform your potential prospects with professional language and industry jargon – you may be straightforward and formal. In B2C marketing, the main objectives may be attracting customers, building brand recognition, and telling a compelling narrative.


The way decisions are made yet another significant distinction. With B2C, the customer could decide to purchase from you very quickly. Naturally, you must first gain their trust through digital marketing.

However, decisions are frequently made by a single individual, particularly when selling items like apparel or kitchenware in retail. With more expensive purchases, like trips, things can get more complicated. However, the purchasing process is simpler and faster.

A company may need to persuade several stakeholders when using B2B marketing; for example, you can sell building materials to major construction firms directly while competing with other service providers.

Knowing your target audience and adjusting your marketing strategy accordingly are the key factors in the end.


Starting a digital marketing campaign can be challenging for many small businesses and novice digital marketers. The stages listed below can be used as a starting point to develop an efficient digital marketing strategy that will raise brand visibility, engagement, and sales.


Any marketing strategy must include SMART goals—specific, measurable, achievable, relevant, and time-bound even if you may have a lot of goals, attempt to concentrate on the ones that will help your strategy advance rather than make it stand still.


It’s ideal for establishing your target market before launching any marketing effort. Your target audience is the population that, based on characteristics like age, gender, demographics, or shopping patterns, you want to be reached by your campaign. The material you should include in your campaigns and the digital marketing platforms to use may be decided upon with a solid grasp of your target demographic

You can use various digital marketing platforms, including content marketing, PPC ads, and more. Your goals, target market, and financial constraints frequently influence the digital marketing platforms you use.


Once the campaign is over, review the data to determine what worked effectively and where improvements should be made. As a result, you may develop subsequent campaigns that are even better. You can get this data on an accessible dashboard using digital technologies and software. You can manage all your marketing campaigns in one place using Mailchimp’s digital marketing analytics reports.


A budget ensures that your money is being used wisely toward your objectives rather than wasted on digital marketing avenues that could not yield the intended outcomes. When making a budget, consider your SMART goals and the digital channel you intend to use.


In nearly any company’s entire marketing plan, digital marketing should be one of the main points of emphasis. There has never been a method to stay in touch with your customers as frequently, and nothing else delivers the amount of personalization that digital data can. You’ll be able to achieve your company’s growth potential to a greater extent as you embrace the possibility of digital marketing.


The occupations and roles in the digital marketing sector are diverse, requiring various skill sets and personality traits, though some complement one another. Key positions in digital marketing include:


Responsible for search engine optimization, analyzing the performance of websites, scoring against competitors, and creating a data-based strategy to improve rankings.


Including copywriters to create copy for websites and strategists to plan campaigns, blog calendars and more.


 Writing posts for various social media channels, planning and managing a calendar, and responding to customer replies.


Managing pay-per-click advertising campaigns includes overseeing the budget and spending, tracking performance and recommending new approaches.


Generating new leads for the business, whether by managing an outbound strategy or dealing with inbound queries.


For its practitioners, digital marketing presents unique difficulties. Digital marketing professionals must stay updated on how digital channels operate, how users interact with them, and how to use them to sell their goods or services effectively.

Because recipients are overwhelmed with rival advertisements, it is getting harder to hold their attention. It can be difficult for digital marketers to examine the enormous amounts of data they collect and then use that data to create new marketing initiatives.

The difficulty of efficiently obtaining and utilizing data emphasizes the need for a marketing strategy based on a thorough comprehension of consumer behavior in digital marketing.


You may use digital marketing to understand your audience better, gather crucial data about them, and provide analytics that will establish your marketing team’s trustworthiness. Among the advantages of digital marketing are the following:


The ideal technique to get to know and interact with your audience is through digital marketing. You may test promotions and messages and see when people will visit your website. You may establish relationships with them more quickly and readily if you have a social media plan, which you really ought to have. Build credibility by being aware of your audience, and you’ll be able to stand out from the crowd.


Digital marketing is less expensive than conventional marketing strategies. Fewer expenses are incurred. Using one of the many templated systems or spending more for a custom design, you may construct a polished, professional website for a fair price. You can partner with an email newsletter provider for a reasonable cost and build social media accounts for free. Digital marketing is appropriate for even the tiniest firms due to its relative affordability.


Your potential audience with digital marketing is enormous. In many time zones, you may communicate with clients just as easily as if you were placing an advertisement in your neighborhood paper.

Your market reach can be increased, and your company can expand in previously inconceivable ways.


You can be quick, adaptable, and agile when using digital marketing. Try out various approaches, evaluate the results, and try something new the following month—or week. Don’t wait weeks to see the outcomes of a campaign; have access to real-time data to help guide your business decisions.


For your marketing to reach clients where they are at that particular moment, cross-channel capabilities from teams with diverse skill sets are required. For instance, the consumers and expectations on each social media site vary. Therefore marketing may seem different for each. Included are tone, visuals, and offers.


The efficacy of your marketing can be assessed using a wide range of measures supported by digital marketing. Setting your goals and desired metrics for each channel should come first. You may monitor the number of leads and conversions, website views, and much more, offering useful information to advance your company.


What is a digital marketing strategy?

A digital marketing strategy is developing a comprehensive plan to accomplish specific objectives for a business. It will rely on cross-channel planning over time, including PPC, social media, content production, and SEO, to produce the best outcomes for your company.

Why is digital marketing important?

Due to the increased attention they receive, Google and Facebook produce more revenue than conventional media organizations. Because it is where people are paying attention, digital marketing is important.

What are the three key components of digital marketing?

The three primary elements of digital marketing are lead generation, lead capture, and lead nurturing.


A digital marketing plan enables you to engage with existing customers and persons interested in your products or services by utilizing various digital channels such as social media, pay-per-click, search engine optimization, and email marketing. Consequently, you may create a strong brand, offer excellent customer service, attract new clients, and more.

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