
What is Digital Marketing?
Learn the basics of digital marketing and how it can help your company reach its goals.
Learn the basics of digital marketing and how it can help your company reach its goals.
It’s a big, complicated world in digital marketing these days, full of changing technologies, rising customer expectations, and omnipresent pressure to both grow and innovate. The importance of digital marketing cannot be overstated in today’s highly connected world. Consumers live online, and the battle for their attention–and their loyalty–has never been fiercer. 80% of marketers agree that customer experiences are the key differentiating factor, which puts tremendous pressure on marketing teams to deliver the best ones.
Where those experiences are happening has changed, too. Businesses used to reach customers exclusively through ads on billboards, newspapers, magazines, radio, or television. Now, businesses can connect with the 92% of Americans who use the internet through digital channels, and are exposed to social media, online advertising, content marketing, and email.
Let’s break down the core tenets of implementing a digital marketing strategy the right way.
Digital Marketing Guide: Table of Contents
Digital marketing is any marketing action that occurs on digital platforms, regardless of whether the device is connected to the internet. Under the umbrella of digital marketing is online marketing, which includes email marketing, pay per click (PPC), affiliate marketing, social media, influencer marketing and search engine optimisation (SEO). There are new types of digital marketing activities and channels opening up all of the time, making it important for your marketing teams to keep up to date with the latest trends and how best to reach your customers.
The terms “digital marketing” and “online marketing” are often used interchangeably, but marketers should be aware of the difference. “Digital marketing” describes all marketing strategies that use digital services (like social media or television ads), while “online marketing” describes marketing strategies that are executed via the internet. While the line between them can become blurry, the current understanding of these terms defines online marketing as a type of digital marketing.
Digital marketing is crucial for business growth in today's technology-driven world. Consumers spend many hours every day online checking email, using social media, reading news, and shopping.
Using digital marketing can expand revenue potential and growth.
Unlike old-school tactics like billboards and radio ads, digital marketing helps organisations carefully target their ideal audiences, which results in a higher return on investment (ROI) than traditional, offline marketing methods.
In addition to reaching a targeted audience, there are other benefits of digital marketing, including:
Small and midsize businesses often struggle to compete with big brands. Digital marketing helps even the playing field. With a clear digital marketing strategy, even a small budget can help drive leads and customers to your website, app, or in-person store.
One of the most commonly cited benefits of digital marketing, is the measurability vs traditional marketing. Some marketing campaigns generate decent ROI, but it’s hard to attribute a sale to a specific ad or see clear success metrics. Using an integrated digital marketing strategy, you can track users across the entire buying cycle to better understand what works — and what could be improved. In fact, 72% of high-performing marketing teams analyse performance in real time.
With digital marketing, brands can interact with customers wherever they are in the customer journey. For example, you can educate, answer questions, even provide customer service all from one platform.
Digital marketing allows for segmenting customers based on their interests and engagement history to create personalised experiences at scale. This gives businesses the opportunity to impress customers at every step of their journey.
Once a direct mailer is in transit or a billboard goes up, you can't make changes. With digital marketing, brands can test different headlines, fix typos, and tweak ads with the click of a few buttons, and changes appear immediately.
Now we’ve covered the main advantages of digital marketing, let’s explore the different channels, tactics and strategies.
There are dozens of digital marketing channels you can use to carry out your strategy, including social media sites, SMS, and more. The sheer number of options can be overwhelming.
Below are explanations of the most commonly used types of digital marketing: social media marketing, search engine optimisation (SEO), pay per click (PPC) affiliate, influencer and email marketing. Remember, digital marketing is customisable and easy to change. If a strategy isn’t as successful as you’d like, rethink your plan, change platforms or tactics, and try something new.
Social media marketing leverages platforms such as Facebook, Twitter, LinkedIn, TikTok, and Instagram to build connections with potential customers and drive leads or sales.
There are two main types of social media marketing:
Nearly every type of business, from a small ecommerce business to large enterprise organisations, can use social media to drive customer engagement, leads, and sales.
These are the main benefits of social media marketing:
Search engine optimisation is a digital marketing strategy to help a website appear in results when users look up a word or phrase in search engines like Google and Bing. SEO is effective and imperative for all organisations, including small local companies, online-only brands, and enterprises.
Why does SEO matter? When consumers look for a solution to a challenge, whether that challenge is what to eat for dinner or which payment processor to use for their business, they head to a search engine. There, they’ll read reviews, ask technical questions, and perform other searches that tie into where they are in their customer journey.
There are nearly 5.9 million Google searches every day. SEO helps your business show up when users search terms related to your business.
There are several types of SEO. These include:
PPC - sometimes referred to as search engine marketing (SEM) - refers to the use of paid ads to reach a highly targeted audience. For example, you could create an ad campaign that targets your potential customers who visit your favourite news site. You can also use Google Ads to target users who search for a specific term like “buy a new [brand name] laptop.”
Unlike billboard or radio ads, where businesses pay upfront, with PPC you only pay if a user actually clicks on your ads. Some platforms do charge by impression or view, but that is less common.
Considering PPC? Here are four benefits to keep in mind:
Whether you want to launch a new brand or bring back past customers, online advertising via PPC can help you reach your online marketing goals. Learn more about Google Ads, Google‘s PPC platform, here.
Affiliate marketing is a performance-based marketing channel where businesses partner with affiliates to promote their products or services. Affiliates earn a commission for every sale, lead, or significant action they drive through their marketing efforts. This type of digital marketing method is highly cost-effective, as businesses only pay for actual results, making it an attractive option for many companies looking to expand their reach.
Benefits of Affiliate Marketing:
Influencer marketing is a digital strategy that involves partnering with individuals who have established credibility and a significant following within a specific niche or industry. These influencers create and share content about a brand's products or services, leveraging their relationship with their audience to drive engagement, brand awareness, and sales.
A note on 'Viral marketing': Viral marketing creates shareable content that spreads rapidly through social media, relying on organic audience sharing for exponential reach. Influencers play a key role in amplifying digital campaigns, using their connections to boost exposure and drive success.
Benefits of Influencer Marketing
Email marketing, or campaigns for your business sent via email messages, is one of the most effective digital marketing strategies because nearly every consumer in the U.S., and most of the consumers in the world, have an email address. In 2022, email accounted for 80% of all outbound marketing messaging.
More benefits to email marketing include:
Additionally, email marketing can be used at each stage of the marketing funnel, and continuing after the purchase. For example, you can drive traffic to your blog, launch a new product, promote your Black Friday sale, remind users to complete a purchase after abandoning their cart, and ask for reviews post-sale.
The first steps in email marketing are building an email list and finding the right email marketing platform. Then, follow these email marketing tips to build a successful email marketing campaign.
How do you get readers to click and read your emails? The answer is easy if you take it logically with these best practises.
A core benefit of digital marketing is the ability to make changes on the go. Don't be afraid to test your strategy and then switch to another if you don't see the results you expect after a few weeks.
Here's a seven-step guide to help you create an effective digital marketing strategy for your business.
What do you want to accomplish? For example, do you want to increase traffic to your website, get more leads, increase sales by 20%, or launch a new product next quarter? Use the SMART framework and V2MOM to create actionable goals.
Who do you want to reach? How old are they, where do they live, and what are their interests? B2B companies should consider their target account’s company size, industry, and income. Use web analytics to analyse user behavior and create customer personas.
Use your goals and target audience to decide on the most effective channel. For example, a B2B company that wants to reach chief marketing officers will have more success on LinkedIn than TikTok. However, email marketing can be effective for most marketing goals and businesses and should be part of an integrated marketing campaign.
How do you determine if a digital campaign meets your goals? KPIs help marketers turn data into actionable insights. For example, if your goal is to drive traffic to a blog through an email campaign, you could use traffic acquisition on your blog or email click-through rates to see how effective your strategies and campaigns are.
Determine what you need to implement your campaign, who needs to be involved, and what everyone needs to do. Consider the resources, such as writers and designers, needed to launch your campaign. Create a launch calendar to keep everyone on track.
Are your ads driving sales? Are you ranking for targeted keywords and terms? Tracking and reviewing metrics with the help of marketing analytics software will provide answers to these questions.
Track metrics for a few weeks. Is the campaign reaching your goals? If not, adjust your strategy. Test new ad copy, headlines, subject lines, optimise blog post titles and landing pages, or test new keywords.
Setting clear and measurable digital marketing objectives is a critical first step for any successful strategy. These objectives help businesses define their goals, align their efforts, and evaluate the overall performance of their strategies against the right metrics. Key motivations for establishing these objectives include;
A company's digital marketing objectives will influence the approach to its online marketing strategy. For example, a company aiming to expand its audience may prioritise content marketing and social media presence, while a business focused on conversions might concentrate on optimising its sales funnel and implementing retargeting campaigns. Objectives should be specific, actionable, and measurable – guiding the development and adjustment of strategies to maximise return on investment. Regular reviews of these objectives help ensure campaigns stay relevant and effective in a dynamic digital landscape.
Digital marketing is effective, and a portion of your overall marketing budget should be set aside for it. Your industry, target audience, and strategy will impact your budget decisions.
Small businesses can follow these four steps to hone in on a baseline digital marketing budget.
Follow these steps and you’ll wind up with a lean, baseline budget, and a streamlined view of your core marketing strategy. Look at the channels that perform well for you, and generate new campaigns and priorities based on the data.
Having a digital marketing team is an important piece to success. The good news is that you can customise your digital marketing team to fit your specific needs, budget, and goals.
First, decide whether an in-house team or an external agency best fits your needs. An in-house team may understand your business better and implement changes faster, as no project onboarding is required. Agencies often have more resources and specialised skill sets, which can deliver results faster.
Here are three steps to building your digital marketing team.
If your business is just getting started with digital marketing, consider a hybrid in-house and outsourced approach. For example, have team members write blogs, but hire an external SEO team to optimise your website.
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Digital marketing is constantly changing. Google updates its algorithms. New social media platforms gain market share. Even consumer preferences can impact the most effective strategies.
Here are a few digital marketing trends to keep an eye on.
Digital Marketing Automation
Digital marketing automation uses tools to automate repetitive marketing tasks. In fact, marketing automation software is used by 88% of marketing organisations.
This gives digital marketers and business leaders more time to focus on tasks that require a human touch. Here are a few ways automation can help drive digital marketing success.
Artificial Intelligence (AI)
AI refers to software or algorithms that can “learn” by applying lessons learned in one situation to another. In digital marketing, AI tools can help perform intelligent processes, such as forecasting results, planning new strategies, capturing and inputting data, analysing data, and much more.
There are several benefits to AI, including:
Learn more about how to use AI to drive digital marketing success here.
Digital Marketing in the Metaverse
The metaverse is a term being used to describe the next generation of internet experiences starting to make their way into the public eye.
The technical details underpinning this new technology are complex and rapidly evolving. As a digital marketer, you don’t need to get into the weeds on exactly how it all works. If you’re interested, there are plenty of great explanations out there that get into the history, technical advances, and futuristic visions shaping the internet.
That said, here’s an overview of three emerging technologies that digital marketers should be aware of.
The metaverse is a vision for an internet comprised of immersive virtual worlds much like those depicted in Snow Crash, Ready Player One, and other works of science fiction. These worlds promise rich media experiences, digital real estate, and economic systems that bridge the online and offline worlds. A fun way to think of it is as the internet reimagined by gamers. Though we’re still a ways away from a fully realised metaverse that blends the real and digital worlds, games like Fortnite, Minecraft, and Roblox and newer platforms like Meta Horizons, Decentraland, and The Sandbox offer a taste of what’s to come.
Digital marketing can help grow your business, open up new revenue channels, find leads, and drive sales. However, there is no one-size-fits-all strategy that works for every brand.
Start small. Choose one platform or channel where your audience spends a great deal of time. Create helpful content for your target audience. And remember, digital marketing helps make sales, but it’s all about building relationships with your customers.