Digital Marketing

[‘di-ja-tal ‘mär-ka-tin]

The use of digital channels to market products and services in order to reach consumers.

It typically refers to online marketing campaigns that appear on a computer, phone, tablet, or other device.

It can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts

As a marketer, it’s important to take advantage of the digital world with an online advertising presence, by building a brand, providing a great customer experience that also brings more potential customers and more, with a digital strategy

A digital marketing strategy allows you to leverage different digital channels–such as

Social media,
Pay-Per-Click,
Search engine Optimisation, and
Email marketing

To connect with existing customers and individuals interested in your products or services.

As a result, you can

Build a Brand,
Provide a great customer experience,
Bring in potential customers, and more.

Inbound marketing versus digital marketing

A brand’s digital marketing strategy may use multiple platforms or focus all of its efforts on 1 platform

Inbound marketing is a holistic concept. It considers the goal first, then looks at the available tools to determine which will effectively reach target customers, and then at which stage of the sales funnel that should happen.

Inbound marketing provides structure and purpose for effective digital marketing to digital marketing efforts, making sure that each digital marketing channel works toward a goal.

Types of digital marketing

Search engine optimisation
Content marketing
Social media marketing
Pay-per-click marketing
Affiliate marketing
Native advertising
Influencer marketing
Marketing automation
Email marketing
Mobile marketing

Benefits of digital marketing

A broad geographic reach
Cost efficiency
Quantifiable results
Easier personalization
More connection with customers
Easy and convenient conversions

How to create a digital marketing strategy

Set SMART goals
Identify your audience
Create a budget
Select your digital marketing channels
Refine your marketing efforts

Content marketing

It’s a type of digital marketing that aims to educate and share value to readers instead of promoting a product or service.
Businesses use content marketing to attract leads and convert them into loyal customers. It’s also an effective strategy because it offers potential customers something for free, which entices them into (hopefully) making a purchase at some point.

Like digital marketing, content marketing also comes in many forms, including: