What Is Digital Marketing?

Creative

July 18, 2020

With how accessible the internet is today, would you believe me if I told you the number of people who go online every day is still increasing?

It is. In fact, “constant” internet usage among adults increased by 5% in just the last three years, according to Pew Research. And although we say it a lot, the way people shop and buy really has changed along with it — meaning offline marketing isn’t as effective as it used to be.

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

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Keep It Simple

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What is digital marketing?

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 other websites to connect with current and prospective customers.

A seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, but there are some minor differences. And conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I’ve learned a lot about how those small differences are being observed across the world.

How does a business define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business’s online branding assets — digital advertisingemail marketing, online brochures, and beyond — there’s a spectrum of tactics that fall under the umbrella of “digital marketing.”

The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.

A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company’s social media marketer might then help promote these blog posts through paid and organic posts on the business’s social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. These are the examples of digital marketing.

Digital Marketing Examples

  • 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