What is Digital Marketing?

Published: May 9, 2023

Marketing activities using digital channels

Digital marketing, refers to marketing activities targeting customers using digital channels. The digital marketing definition includes all online marketing tactics implemented through digital channels to achieve business and marketing goals.

Many companies focus on digital channels over offline marketing tactics because it allows them to reach their ideal target audience, where they already spend most of their time online.

In practice, digital marketing typically refers to marketing campaigns on electronic devices such as desktop computers, laptops, tablets, mobile phones, etc.

Digital Marketing considers how individual tools or digital channels can convert prospects. A brand’s digital marketing strategy may use multiple platforms or focus all its efforts on one platform.

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Black chalkboard with one hand writing in white chalk what Digital Marketing is. Several areas include SEO Social Media Links Keyword Internet Forum Website.

Digital marketing vs. traditional marketing

Traditional marketing relies on offline channels, while digital marketing utilizes digital channels. A conventional marketing campaign may involve billboards, print ads, and mailers. In contrast, a digital marketing campaign may leverage social media, blog posts, website content, and email to advertise a business brand and its products and services.

However, with the advent of technology, the line between traditional and digital marketing has started to fade, as even conventional channels like billboards, TV ads, and direct mail have incorporated a digital aspect into them.

The importance of digital marketing

Digital marketing has become increasingly important in the last 15 years due to the remarkable accessibility of digital channels. In late 2022, there were approximately 5 billion internet users globally, representing a significant portion of the world’s population.

This widespread connectivity has revolutionized the way businesses and individuals interact, allowing people from diverse backgrounds, cultures, and geographic locations to come together on various digital platforms.

The Internet has become a vast network connecting individuals, businesses, and organizations worldwide. This interconnectedness has created a unique opportunity for businesses to reach a global audience and engage with potential customers in previously unimaginable ways.

There are many ways to use digital marketing tactics to communicate with your target audience. Additionally, digital marketing has minimal upfront costs, making it a cost-effective marketing technique for all businesses.

Multiple online marketing strategies

Your business has an array of options to choose from when it comes to online marketing tactics. Digital marketing tactics encompass a broad range of techniques, including but not limited to:

  • Search Engine Optimization (SEO)
  • Pay-per-click advertising (PPC)
  • Content marketing
  • Conversion rate optimization (CRO)
  • Social media marketing and advertising.

By choosing to implement digital marketing, your company can leverage various strategies.


Cost-effective marketing solutions

Digital marketing offers the added advantage of cost-effectiveness. Compared to traditional marketing methods, online marketing is significantly more affordable. In addition, digital marketing campaigns offer great flexibility. Budgets and campaigns can be tailored to run for durations ranging from years to mere minutes.

Advanced options for targeting and personalisation

Making online marketing a part of your business strategy also gives you access to a range of advanced targeting and personalization options.

Creating a personalized experience for users can lead to better marketing results. An email recommending products based on a subscriber’s past purchase behavior can lead to another sale and even a word-of-mouth recommendation.

Accurate campaign tracking and measurement

Google tools like Google Analytics, Google Search Console, and Google Ads make monitoring your strategy easy. Google Analytics allows you to track website traffic, user behavior, and website conversions. In comparison, Google Ads provides a 360-degree view of your PPC ads. These types of website analytics are integral to any digital marketing strategy.

You can use programs like Google Looker Studio to provide dashboards with compiled data into diagrams for transparency and easy access. Tools like these help you showcase, as well as analyse, the performance of online marketing.

Continues campaign performance feedback

Digital marketing offers the advantage of obtaining real-time feedback on your marketing campaign’s performance. For instance, if you launch a PPC campaign and make changes to your targeting that decrease conversions, you can quickly respond to the situation.

Different types of digital marketing

There are as many specializations within digital marketing as there are ways of interacting using digital media. Here are a few:

Search Engine Marketing

Search engine marketing (SEM) includes all types of marketing that use search engines such as Google as their marketing tool. In the beginning, SEM typically encompassed two digital marketing strategies.

  • Search Engine Optimization (SEO), a technique that involves optimizing your website to enhance your search rankings and increase organic traffic.
  • Pay-per-click advertising. PPC is another search engine marketing strategy that helps your business website appear on SERPs (search engine results). However, your website will appear in the paid search results section instead of organic results, located at the top or bottom of the SERP.

Web traffic is measured by data of incoming traffic. CTR Click Through Rate.

The main difference between SEO and paid advertising is that PPC requires you to pay per click, while SEO focuses on organic traffic.

In recent years, SEM has become associated mainly with PPC, and SEO has evolved into its own separate and comprehensive strategy. Read more about SEO here!

Content Marketing

Content marketing is an approach in digital marketing that aims to produce informative and original content for users. This content may take various forms, including blog posts, infographics, videos, and online guides. It can be optimized for search engines, shared on social media, and promoted to increase reach and exposure.

The quality of your content is a crucial aspect of an optimized page, so SEO plays a significant role in content marketing. This method centers on distributing valuable and relevant content to a particular audience.

To develop compelling content that is highly relevant and engaging, it’s essential to determine your target audience. Whom are you attempting to connect with via your content marketing strategy? Once you better understand your audience, you can choose the type of content that will best meet their needs.

Close-up image of text content-is-king on white paper in an old-fashioned typewriting machine.

Use content marketing as a digital marketing technique with the following three tips:

  • Prioritise readers over search engines. Content marketing and SEO go hand in hand, and content marketing often involves SEO tactics. However, it’s crucial to avoid over-optimizing your content for search engines. Focus on creating content tailored to your target audience first and then optimize it for search engines.
  • Add helpful visuals. Visual content can enhance the user experience of your website. Videos, infographics, custom graphics, and other visuals can help your audience understand your content better and find answers to their queries.
  • Conduct outreach to promote your content. Outreach involves creating compelling content on your website and sending it to other website owners to gain backlinks. This approach is different from influencer marketing because the primary objective of outreach is to improve your SEO. Email is a valuable medium for outreach, where you can share your content and request them to repost it on their site while giving you credit for the original piece.

Social media marketing

Social media marketing is a digital marketing approach that aims to increase brand awareness and website traffic by utilizing social media networks to engage with the target audience. As billions of people worldwide spend significant time on social media platforms, it is crucial to consider social media marketing for your business.

The most popular social media platforms for marketing include Facebook, Instagram, X, LinkedIn, YouTube, TikTok, and Pinterest. However, the choice of platforms depends on the company’s goals and target audience.

To create an effective social media marketing strategy, it’s crucial to follow best practices. Here are a few of the most important social media marketing practices:

  • Craft high-quality and engaging content
  • Reply to comments and questions in a professional manner
  • Create a social media posting schedule
  • Post at the right time
  • Hire social media managers to support your marketing efforts
  • Know your audience and which social media channels they’re most active on

While some marketers view social media marketing as a component of content marketing, others consider it an effective marketing strategy and believe it should receive more recognition.

In general, most businesses will benefit from having a Facebook and LinkedIn account. You’ll need to research your audience for other social media networks to determine where they spend their time online. Rather than constantly promoting your business and products, create content that will capture your audience’s attention and offer them value. This could be a helpful blog post, poll, or customer testimonial.

Email marketing

Email marketing is a digital marketing technique that generates and nurtures leads by sending various emails. It is a powerful type of digital marketing that many companies use due to its high effectiveness. The technique involves sending emails to customers and prospects to increase sales and help guide them through the sales funnel. These emails can be used to promote products, share company announcements, and offer helpful advice or articles. With high conversion rates come high returns.

Video marketing

Video marketing is a digital marketing technique that employs videos to entice, involve, instruct, and convince viewers. Videos can be used by companies on their website, as well as video hosting sites such as YouTube. Videos can be different, ranging from product showcases and vlogs to testimonials.

Video marketing is a valuable digital marketing technique for businesses, with 90% of users claiming that videos help them make purchase decisions. You can also integrate video into other online marketing strategies, such as email and content marketing.

The YouTube logotype. Red with a play-icon pointing to the right, white background.

Affiliate marketing

Affiliate marketing is a practice based on performance that allows revenue sharing and pay-per-sale compensation within a shared network. It enables an individual to earn money by promoting another person’s business. Whether you are a promoter or a business owner who collaborates with a promoter, the process remains the same.

This marketing method operates on a revenue-sharing model. If you are an affiliate, you earn a commission every time someone purchases the item you promote. If you are a merchant, you compensate the affiliate for every sale they help generate.

Influencer marketing

Influencer marketing, like affiliate marketing, is a digital marketing technique that involves collaborating with individuals who have a significant following on social media platforms in exchange for exposure.

Typically, these individuals endorse products or services to their followers across various social media channels. Working with trustworthy influencers is crucial as they represent your brand. An untrustworthy influencer can negatively impact the credibility of your business in the eyes of consumers.

The benefits of digital marketing

A successful digital marketing strategy can lead to significant commercial benefits. It typically involves a combination of various methods, including online advertising, search engine optimization and marketing, social media marketing, and content creation, among others, and it is suitable for both start-ups and enterprise businesses.

Connect with the right audience, in the right place, at the right time

Having an online presence provides a broader reach to potential customers. By utilizing digital marketing, businesses can reach more of the right audience than traditional offline marketing. By doing so effectively, companies can connect with potential customers at the most opportune time in their buyer’s journey.

Obtain measurable results to refine your strategy

One of the key benefits of digital marketing is that it provides accurate and real-time results. Through analytics software, marketers can measure any aspect of their marketing efforts’ return on investment (ROI). This data provides invaluable insights into the performance of marketing tactics and enables marketers to take corrective actions when necessary.

With tools such as Google Analytics and Google Search Console, marketers can track the performance of their digital marketing campaigns from start to finish.

Reaching a global audience

You can reach a larger audience in a shorter time. Technological advances have resulted in people have moved on to tablets, phones, and computers, which are the areas where digital marketers have gained the most ground.

This also means that digital marketing has removed all sorts of geographical barriers. You can reach your audience globally easily and create awareness among people who otherwise had no chance of knowing about your existence.

Symbols in the form of emojs are drawn to a man with a large magnet. Inbound marketing leads to customers seeking out a company.

Increasing ROI

The extensive reach offered by digital marketing makes the costs comparatively affordable. The ROI on digital marketing efforts is considerably higher than traditional marketing, which allows small-scale businesses to make optimum use of digital marketing without causing hefty stress on budgets.

Improved Conversion Rates

With the help of tracking the performance, you can assess where your maximum sales come in from and accordingly target consumers. This means higher conversion rates as you invest where you are in demand. With digital marketing, you will understand where the lead is converted from, and thus, you will not waste your time on the wrong leads.

Interactive Marketing 

Digital Marketing is all about two-way interaction. Brands interact with their target audience through various digital marketing campaigns to portray their uniqueness. Customers interact, engage, and express their interest in that particular brand.

Better Customer Experience

Winning your customer’s loyalty is the ultimate win for your company. A loyal customer is the best marketer for your business. With digital mediums, reaching out to interested customers or concerned about your solutions is a lot easier. 

Higher engagement

Social media marketing provides businesses to post interactive content, engage with customers and answer their queries.

Customers highly appreciate that companies listen to them and respond to them effectively. They prefer brands that value their voice.

With the help of social media management and marketing, as a business, you can effectively communicate with potential customers and build your relationship and reputation. 


Digital marketing provides numerous ways to connect with your target audience. It encompasses various techniques, including SEO, PPC, content marketing, CRO, and social media marketing and advertising, providing businesses with multiple strategies. 

The benefits of digital marketing include:

  • Connecting with the right audience
  • Obtaining measurable results to refine strategy
  • Reaching a global audience
  • Increased ROI
  • Improved conversion rates
  • Interactive marketing
  • Better customer experience
  • Higher engagement

The sooner you explore, learn, and take advantage of the full potential of digital marketing, the sooner you will leap over those competitors who don’t spend time and energy executing efficient digital marketing.

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