Digital Marketing

Digital Marketing definition:

At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.

People talk about digital marketing as a completely separate marketing strategy that businesses can implement alongside the more traditional methods. But in the modern world, this is simply no longer the case. Marketing is about getting your business in front of potential customers, which means taking your business to where they are. In the 21st Century, this is increasingly on a digital platform.

With advances in technology and new methods of communication, the importance of applying digital tactics into everyday marketing has drastically risen. Instead of seeing the two as separate, it’s time to bring digital and traditional methods in line — and consider it all as essential.

To help visualise the Digital Marketing world, see our transit map:

Digital Marketing Map

With consumers spending more and more time interacting with brands using digital platforms, digital marketing has seen a massive increase in prevalence since the advent of the internet and the development of technology like mobile phones.

Listen to our podcast episode on the Top 10 marketing trends to look out for in 2019.

Here is an outline of the current most popular types of digital marketing.

Content Marketing

This type of digital marketing revolves around the notion that you can bring in customers by bringing them something of value.

Content marketing can come in many forms, including blog posts, infographics, white papers, videos and much more. Their purpose is to generate interest and build trust between a business and its potential customers.

Search Engine Marketing & Pay-Per-Click (SEM & PPC)

This typically comes through platforms like Google, Bing or Yahoo, but also refers to display or banner ads that you might see on websites.

The purpose of SEM is to boost a website or product’s visibility when customers use a search engine, allowing marketers to show advertisements in a prominent position on the results page to encourage clicks through. Pay-per-click often appears as a visual or text-based ad, which appear on the websites that customers navigate to. These can be used to raise awareness of a product or brand, or to generate conversions, too.

Social Media Marketing (SMM)

This type of marketing leverages the huge audience of people using social media to allow brands and products to raise awareness, leads, sales and conversions. These can take the form of organic content, but also by way of promoted content like ads.

Many platforms including Facebook, LinkedIn and even SnapChat allow marketers to target groups of people by various filters, including location, interests, age and occupation.

Email Marketing

Simply speaking, this is a way of sending commercial messages to customers via email. This is used to grow a business’s number of potential customers, raise awareness, and market their products to name just a few. Marketers have the option of purchasing a list of contacts or using their own base of customers.

Search Engine Optimisation (SEO)

This is the practice of making a website more accessible and appealing to search engines, making it more likey that the site will appear high up on search results. This is often accomplished through implementing keywords throughout the website and its content, but also by making improvements to the website’s code, layout, security protocols and backlinks.

Marketing is no longer about the stuff that you make, but about the stories you tell.

Seth Godin