What is Digital Marketing?

By Roman Berezhnoi September 24, 2020 169 views

What is Digital Marketing?

With more than 4 billion users worldwide, the Internet has become an essential source when it comes to promoting a business or product. 

Your customers are online: hanging out on social media, reading blogs, and searching online when they have a need. So, digital marketing allows businesses to make the right offer at the right time and in the right place.

Digital marketing is the act of promoting and selling products and services by leveraging online marketing tactics such as social media marketing, search marketing, online advertising and email marketing. In other words, digital marketing refers exclusively to the practices and strategies implemented on digital media and channels. 

From your company’s website to the different aspects of online branding, digital marketing covers a broad spectrum of tactics and content. Here are the most popular types of digital marketing:

  • Content Marketing
  • Social Media Marketing
  • Pay Per Click (PPC)
  • Email Marketing
  • Online PR

In many ways, digital marketing is no different than traditional marketing. In both, smart organizations seek to develop mutually beneficial relationships with prospects, leads, and customers.

How Does Digital Marketing Work?

Digital marketing has replaced most traditional off-line marketing tactics because it’s designed to reach today’s consumers. Digital marketing works through the ‘digital channels’. The traffic is related to customers’ attraction to your website, to your social media presence, or some point of contact with your brand or business on the Web. 

The old photo domestic electrical appliances of Hecla company

Every marketing campaign has a goal: to increase visibility, to attract more subscribers or generate sales. A conversion is when a user achieves one of their established goals. So, you use your marketing campaigns and strategies so that your target audience carries out the actions you want on the web presence. Finally, after people convert, it’s in your interest to retain those customers.

Since you have a cost per acquisition for these customers (CAC), you want each of them to generate the highest profit. Getting new customers is expensive. Therefore, you will use strategies on your social networks, email, or even in online chats to retain these customers.

The area of digital marketing is broad, and there are many doubts. We assume that your business website was created by professional UI/UX designers and experienced website developers. It means that your site looks professional, quality presence of your business and it was optimized for search engines. In other words, you need additional digital marketing services to promote your business. With this article, we want to clarify in detail how Digital Marketing works. Promotion, sales, social networks, e-commerce, customer care, brand Positioning: many actions that are carried out individually can make you achieve even momentary results. Digital marketing allows you to fully develop the potential of your business, strategically exploiting each channel.

Let’s take a closer look at how that happens.

Content Marketing 

This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:

  • Blog posts
  • Ebooks and whitepapers
  • Infographics
  • Guides

By creating relevant content, it is possible to engage, attract, and stimulate customer action. This action can be not only a sale but also filling out a register, downloading material, sharing content. It is done through blog posts, ebooks and whitepapers, and Infographics. content marketing is a strategy that involves the following steps:

  • Content creation for a relevant and targeted audience
  • Content distribution
  • Broadening the reach of content

The biggest goal of content marketing is to create conversations and thus generate more sales. The content contains information desired by consumers so that they can achieve their personal and professional goals. The aim of content marketing should be on the consumer, not the brand. From the soft drink market to the automotive industry, content marketing has been used with great success.

But why do companies decide to invest in content marketing?

  • Generate or increase brand awareness
  • Encourage brand loyalty
  • Generate and qualify leads
  • Educate consumers
  • Engage customers
  • Recruitment of people
  • Reduce marketing costs
Somebody is typing a blog copy with a black laptop

Social media marketing 

Social media marketing promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. 

Social Media Optimization (SMO) is a part of Social Media Marketing and it refers to adapting the website and its content to social networks. Posting content from your website on social media encourages people to visit it and helps spread that content through user shares.

The channels you can use in social media marketing include:

  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Snapchat
  • Pinterest
  • YouTube
  • TikTok
  • …and other.

We will show you step by step on how to set up your social media marketing strategy:

  • Know your audience
  • Create goals and define the metrics you’ll track
  • Observe your competitors
  • Create content and a content calendar
  • Engage with the audience
  • Track your efforts

The publication of relevant content for your target audience on various social networks is an excellent way to interact with them. It is straightforwardly creating content in text, images, or videos for social networks. Thus, you create a channel of communication and interaction with your followers, leading them to become customers in the future.

Of course it is important to know how social media works. There are a lot of nuances and pitfalls of using social media for business which you should know. 

Email marketing 

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, unique or personal offers, discounts and events, as well as to direct people toward the business’s website.

Email marketing aims to make direct sales and facilitate your company’s relationship with your contact by strengthening the connection between your brand and the customer. Companies and professionals who achieve the best results with email marketing focus on the needs of communications to send relevant and targeted messages. Below are the ways you can take advantage of email marketing:

  • Newsletters for Blog subscription
  • Emails follow-up for the demanding visitors
  • Welcome and promotional emails
  • Loyalty and product description email
  • Tips or similar series emails

Email marketing allows you to know the results of your campaign in real-time. The most common reports are:

  • Who received your message?
  • Who opened it?
  • How many times was it opened?
  • How long did each person stay with the displayed piece?
  • Who clicked, and which link was the click?

Now you can integrate your website with email marketing services. Using the email marketing tool allows you to automate processes, to save time and money, to get accurate reports. 

Also you can use email marketing tools without an integration. 

Online PR or reputation management

Public Relations is a set of strategies for brand building and dissemination, prospecting, loyalty, and authority creation. Its main objective is to help companies win and retain customers. 

Online PR is implemented with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space. The main objective of making this relationship is to win and retain customers.

When we think about online PR (Public relations), we can say that it encompasses strategies such as:

  • Brand construction and dissemination
  • Loyalty and creation of the market authority
  • Contact with the public in different digital channels and communication
  • Close communication of each person
  • Marketing automation with your contacts

Completing the customer’s thoughts about your company when the moment of the purchase arrives should be the central objective of the entire Marketing team. We will know three primary benefits that this strategy can provide for any company: increased LTV, reduced spending on marketing and ads, and greater alignment of communication around the customer.

The channels you can use to maximize your PR efforts include:

Reporter outreach via social media

Talking to journalists or influential bloggers on social media is a great way to develop a relationship with the press that produces earned media opportunities for your company.

Engaging customer’s online reviews of your company

When someone reviews your company online, whether that review is good or bad, your instinct might be not to touch it. On the contrary, engaging company reviews helps you humanize your brand and deliver powerful messaging that protects your reputation. It is a vital part of your reputation management.

Engaging comments on your corporate blog

Similar to the way you’d respond to reviews of your company, responding to the people who are reading your content is the best way to generate productive conversation around your industry.

While it looks intimidating to build that machine from scratch, you must implement elements of online PR..

PPC (Pay per Click)

You certainly cannot always rely on organic traffic. Sometimes it is good idea to use online advertising.

PPC are methods of driving traffic to your website by paying a publisher every time your ad is clicked. Specialized ad platforms allow you to advertise products, services, games and mobile applications on the web around the world or locally. 

It is a spectacular way to generate traffic, sales, and leads. People who are immensely searching for the solution/product/service/ that you deliver will significantly appear to them with the online advertising. 

What are the most popular PPC platforms? The two largest PPC platforms are: Google Ad Words and Facebook Ads. Others are Twitter Ads, Promoted Pins, and LinkedIn Ads, Quora Ad.

Many companies like to scale their ad spend across different ad platforms to get the maximum benefits from each one. Almost all pay-per-click campaigns use a bidding system. 

Unbelievable advantages of digital marketing

If you invest in digital marketing, you will get a robust digital presence. And the advantages you get are:

  • Digital marketing creates engagement and brand awareness, after and before the sale
  • Do you want to reach potential leads? Digital marketing will convert new leads into potential buyers (rabid fans)
  • Social sharing and word-of-mouth: digital marketing offers you two-in-one solution under one roof
  • Digital marketing eases the buyer’s journey by presenting the right offers at the right time

The significance of digital marketing to a business 

Digital marketing has unique and attractive features: its lower cost than traditional channels and its results are measurable.

Digital marketing can be described as a set of strategies that will be used to promote a product, service, or brand within the digital environment. In other words, it will be the most appropriate way to create a recurring relationship with your target audience. Here are some examples:

Web traffic 

With digital marketing, you can see the exact number of people who have viewed your website’s pages, social media pages and engaging with content by using web tracking tools (for example Google Analytics) or built-in tools (for example Facebook Insights). You can also see how many pages they visited, what device they were using, and where they came from, amongst other digital analytics data.

With offline marketing, it’s very difficult to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase. With digital marketing, you can identify trends and patterns in people’s behavior before they’ve reached the final stage in their buyer’s journey, meaning you can make more informed decisions about how to attract them to your website. 

Sometimes it can be confusing and many business owners and managers make mistakes. That is why you should hire professionals in web analytics to understand data from time to time. 

Also, it is important to increase the valuable site traffic, because it means more leads, more customers and a revenue.

Content Performance generates leads 

You have heard so much that the secret to success in an Internet business is to write good content and commit to publishing it with frequency relevant to your target audience. And, if you’re engaged in an inbound marketing strategy, the content will act as a conversion driver for your company. 

This strategy is the result of the fight for the online consumer’s attention. High-quality content on a website or blog should be educational and solve problems.

For inbound marketing to work well, having quality content is what you need.

Creating exciting videos, blog posts, photos and images, and infographics will be easily shared. Content will be the primary tool to lead a lead to the conversion funnel.

Attribution Modeling 

Attribution modelling is a practice of connecting the dots between marketing and sales. It is hugely important. 

Attribution modelling allows you to identify trends in the way people research and buy your product, helping you to make more informed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining.

According to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment.  If you can improve your customer’s journey through the buying cycle by using digital technologies, then it’s likely to reflect positively on your business’s bottom line.

So, as you can see, digital marketing allows you to use more tools to achieve business success in a reasonable way.

Is investing in digital marketing a big budget?

As with anything, it really depends on which goals you set up and what types of digital marketing you’re looking to add to your strategy. You can apply one of these digital marketing trends for small businesses, to optimize a budget.

If you’re focusing on social media, and content creation for a business website, the good news is you don’t need very much budget at all. The main focus is on creating quality content that your audience will want to consume, which unless you’re planning to outsource the work, the most investment you’ll need is your time. We recommend you to  get advice on SEO copywriting to get more benefits. 

With other techniques like online advertising and purchasing email lists, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising.

For example, to implement PPC using Google Ads, you’ll bid against other companies in your industry to appear at the top of Google’s search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it’s a good idea to focus building your organic reach, too.


As you can see, digital marketing is a complex and interesting occupation. You may make mistakes here. Mistakes are the experience. Often it is difficult to clear the confusion about the tactics that work and how to use them to grow your business.

We recommend you to avoid “gurus” who promote the next “shiny object” or “quick fix” that will reportedly kill email marketing, digital advertising, or search engine optimization. Gurus, podcasts, and bloggers declare a tool or tactic hot one week and dead the next. But the truth is, digital marketing is less about “digital” and more about “marketing.” You need a holistic marketing strategy that is based on your target audience, understanding your customers and to cover all points where customers touch your business (social media page, website, search engine result page, office door, ad copy, blog, etc.). 

If you want to invest money in digital marketing, you should contact real experts. Even if you are small business owner real experts to recommend you the cost-effective way.

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