What is Digital Marketing?

 

Digital marketing is an umbrella name for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email and their website to connect with their current and prospective customers.

The reality is, people spend twice as much time online as they used to 12 years ago. And while we say it a lot, the way people shop and buy has changed, meaning offline marketing isn’t as effective as it used to be

So What Exactly is Digital Marketing?

 

From your website itself to your online branding assets- Digital advertising, email marketing, online brochures, and beyond- there’s a vast spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic support their overarching goals.

Here are few of the most common assets and tactics:  

 

Assets

  • Your website
  • Blog posts
  • Ebook and whitepapers
  • Infographics
  • Interactive tools
  • Social media channels
  • Earned online coverage
  • Online brochures and lookbooks
  • Branding assets

 

 

Tactics

Search Engine Optimization

The process of optimising your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your site receives.

Content marketing

The creation and promotion of content assets to generate brand awareness, traffic growth, lead generation, or customers.

Inbound marketing

Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing and delighting customers using online content.

Social Media Marketing

 

The practice of promoting your brand and your content on social med channels to increase brand awareness, drive traffic, and generate the lead for your business.

Pay-per-Click(PPC)

A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.

Affiliate Marketing

A type of performance-based advertising where you receive the commission for promoting someone else’s products or services on your website.

Native Advertising

Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed Sponsored posts are a good example, but, many people also consider social media advertising to be ‘native’- for example, Facebook advertising and Instagram advertising.

Marketing automation

Marketing Automation points to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.

Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discount and events, as well as to direct people towards the business website.

Online PR

Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR but in the online space.

What are the main benefits of digital marketing?

Unlike most offline marketing works, digital marketing enables marketers to see accurate results in real time. If you’ve always put an advert in a newspaper, you’ll know how difficult it is to estimate how many people flipped to that page and paid attention to your ad. There is no sure-fire way to know if that ad was responsible for any sales at all.

On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.

Here are some examples:

  • Website Traffic
  • Content Performance and Lead Generation
  • Attribution Modelling

 

How Long Will It Take to See Results?

 

With digital marketing, it can often feel like you’re able to see results much faster than you sway with offline marketing due to the fact’s it’s easier to measure ROI. However, it ultimately depends entirely on the scale and effectiveness of your digital marketing strategy.

If you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you’re likely to see substantial results within the first six months.