Digital marketing

8 min readJun 22, 2022

Digital Marketing: Who, What, Why, & How

Given how easy the internet has become, would you believe that the number of people using the internet every day is growing?

It is. According to Pew research, adults’ internet use has increased by 5% over the past three years. Although we often say this, offline marketing isn’t as effective as it once was.

Marketing is about connecting with your audience at the right time and place. You need to reach them online, as they are spending their time online.

Enter Digital Marketing — In other words, any type of online marketing.

Digital marketing is essential at this stage for your brand and business. Every brand seems to have a website. Even if they don’t have one, they should at least have a digital presence on social media or a digital advertising strategy. Consumers now expect digital content and marketing to be a reliable way to learn more about brands. Digital marketing offers so many strategies and options that you can be creative with your marketing budget.

Digital marketing refers to the use of multiple digital channels and tactics to connect customers online. Digital marketers who are the best have clear understanding of how each campaign supports their overall goals. Marketers can support larger campaigns through both paid and free channels, depending on their goals.

For example, a content marketer can create blog posts that generate leads based on a newly created ebook. These blog posts might be promoted by the company’s social marketing manager via organic and paid posts on the account. Maybe the email marketer creates an email campaign in order to give more information about the company to those who have downloaded the ebook. In a moment, we’ll discuss these digital marketers more.

You can reach more people with digital marketing than traditional advertising and target those who are most likely buy your product or services. It’s also more affordable than traditional advertising and allows you to track your success and pivot as needed.

Digital marketing offers several major benefits:

Focus your efforts on only the prospects most likely to buy your product or services.

It is more affordable than other outbound marketing methods.

Digital marketing helps you compete with larger brands and even levels the playing field in your industry.

Digital marketing can be measured.

It is easier to modify and adapt a digital marketing strategy.

Digital marketing can increase your conversion as well as the quality of your leads.

Digital marketing can be used to engage audiences at all stages.

Let’s get into them.

1. Focus your efforts on only the prospects most likely to buy your product or services.

You have little control over the audience that sees your advertisement if it is placed on television, in a magazine or on billboards. Although you can measure certain demographics, such as the typical readership of the magazine or the demographic in a particular neighborhood, it is still difficult to know what the actual numbers are.

Digital marketing allows you to target and identify a very specific audience and then send them personalized, high-converting messages.

You might use social networking’s targeting features for social media ads that target a specific audience based on certain variables, such as gender, age, location, and interests. You might also use SEO strategies or PPC to show ads to people who have shown interest in your product/service or searched for keywords related to your industry.

Digital marketing allows you to do the research required to identify your buyer persona and helps you fine-tune your marketing strategy over time so that you reach prospects who are most likely to purchase. Digital marketing allows you to market to sub-groups of your larger target audience. This is particularly useful if you want to sell multiple products and services to different buyer personas.

2. It is more cost-effective than traditional outbound marketing strategies.

You can track campaigns and reduce the amount you spend on certain channels if they aren’t showing high ROI. This is not possible for traditional advertising. It doesn’t really matter how well your billboard performs; it still costs the same regardless of whether it converts.

Digital marketing gives you complete control over how you spend your money. Instead of spending money on PPC campaigns, perhaps you decide to invest in design software to create high-converting Instagram posts. Digital marketing strategies allow you to constantly pivot so that you don’t waste money on channels that don’t work.

Digital marketing is, by and large, more cost-effective and offers unique opportunities to make sure you get the best bang for your buck.

If you are a small-business owner with a low budget you might consider investing in SEO, social media, and blogging. These three strategies can provide high ROI with very little investment.

3. Digital marketing helps you compete with larger brands and even levels the playing field in your industry.

It’s difficult to compete with big brands if you are a small business. Many of these companies have millions of dollars invested in national campaigns and television commercials. There are many opportunities to surpass the big players with strategic digital marketing strategies.

You might, for example, identify long-tail keywords related to your product or services and create high-quality content that will help you rank higher in search engines for those keywords. Search engines don’t care about which brand is the biggest. Instead, they will prioritize content that resonates with the target audience.

4. Digital marketing can be measured.

Digital marketing gives you a complete, end-to-end view of all metrics that may matter to your company, including impressions and clicks. This is one the greatest benefits of digital marketing. Traditional advertising is useful for certain purposes, but its greatest limitation is the measurability.

Digital marketing, unlike other offline marketing strategies, allows marketers to view real-time results. You’ll be able to see the exact number of people who actually read your advertisement if you have ever placed it in a newspaper. It’s impossible to determine if the ad is responsible for any sales.

Digital marketing allows you to measure the ROI of virtually any aspect of your marketing activities.

These are just a few examples.

Website traffic

You can track the number of visitors to your website’s homepage using digital marketing software . This software is available on marketing platforms such as Learncoz.

You can also see which pages they visited, what device was used, and where they came, along with other data.

This information allows you to decide which channels you should spend the most time on based on how many people are visiting your site. If 10% of your traffic comes from organic search, then you will need to invest some time in SEO to increase this percentage.

It’s difficult to see how people interact with your brand prior to they make a purchase or have a conversation with you. Digital marketing allows you to identify patterns and trends in people’s behavior prior to them reaching the end of their buyer’s journey. This means you can make better decisions about how you attract them to your site.

Content Performance and Lead Generating

Imagine that you have created a product brochure, and sent it out through people’s mailboxes. This brochure is an example of content, although offline. Problem is, you don’t know how many people read your brochure and how many people tossed it in the garbage.

Imagine that you were able to display the brochure on your website. It’s possible to track how many people visited the page it is hosted on your website and collect contact information of those who downloaded it using forms. You can measure the engagement with your content and generate qualified leads by downloading it.

Attribution Modeling

A digital marketing strategy that is effective and uses the right technologies and tools allows you to track all sales back to the first digital touchpoint of a customer with your company.

This is what we call attribution modeling. It allows you to identify trends and patterns in how people search for and purchase your product. This will help you make better decisions about which parts of your marketing strategy need more attention and which parts of the sales cycle require more refinement.

It is crucial to connect the dots between sales and marketing. According to Aberdeen Group, Companies with strong marketing and sales alignment experience a 20% annual increase in revenue, while companies that are less aligned suffer a 4% decrease in revenue. You can make your customers’ journeys through the buying process easier by using digital technology. This will likely reflect positively on your bottom line.

5. It is easier to modify and adapt a digital marketing strategy.

It takes a lot of effort to develop a marketing strategy. You will generally follow that strategy through to completion, then allow it to take affect and then evaluate its results. Sometimes things don’t go as planned. Sometimes, you might realize that something is wrong with your calculation, an assumption is incorrect, or the audience didn’t react as expected. It is very beneficial to be able to adjust or pivot the strategy as you go along. This will save you from having to do it all over again.

Digital marketing offers many benefits, including the ability to easily change your strategy. Digital marketing is much easier than traditional marketing methods like billboard advertising or mailers. If an online advertisement isn’t performing as expected, you can easily adjust it or pause the program to get better results.

6. Digital marketing can increase your conversion rate as well as the quality of your leads.

Digital marketing makes it easier to measure your marketing efforts. This makes increasing your conversion rate even simpler. You can measure the effectiveness of each tactic to help you develop better strategies. Your conversion rate will improve by continuously refining your methods. Online marketing is a great way to ensure that your conversion rates are high.

All leads are not created equal. Digital marketing allows you to target specific audiences that will result in higher quality leads and more likely customers. Your conversion rate will increase if you connect your business to the most valuable leads.

7. Digital marketing can be used to engage audiences at all stages.

Engaging your audience early is crucial. The first step of the buyer’s journey is crucial to advancing the lead through the sales funnel. Digital marketing makes it possible to do that from beginning to end and every step in between.

You can track the entire buying process of your customers through online channels. It is crucial to understand and analyze how customers move and operate in order to convert leads. You can track customers through digital marketing. Even if they don’t convert at the beginning, it helps to ensure that they are connected with your company.

Different types of digital marketing

Search Engine Optimization (SEO).

Content Marketing

Social Media Marketing

Pay Per Click (PPC).

Affiliate Marketing

Native Advertising

Marketing Automation

Email Marketing

Online PR

Inbound Marketing

Digital marketing

Written by Zoi Sharma