What is digital marketing?

What is digital marketing?
© Sergey Nivens, adobestockphoto.com

What is digital marketing?

Digital Marketing is anything that exists online and in the digital world. People might be surprised to learn that digital marketing can include mobile phones, and display advertising. To engage your audience with digital marketing strategies, you must understand that the concept is to meet people where they are in the online, digital world. This means it is important to know your demographic, their interests, and where they would spend most of their time online.

“Digital Marketing includes any form of branding in the digital world”

Examples of digital marketing:

  • Social media platforms
  • Website
  • E-commerce
  • Inbound Marketing
  • Mobile (message-based to users)
  • Pay-Per-Click (eg., any paid advertisement, including Google AdWords)
  • Email Newsletters
  • White Papers
  • Online Brochures
  • Digital Advertising (banners, Google Ads, etc)
  • ebook
  • Search engine optimization
  • Infographics
  • Affiliate marketing (revenue sharing with another company for promoting their products)
  • Influencer marketing (joining forces with influential people online that are engaging your demographic)
  • Search engine marketing

It’s important to stop thinking about what you think potential customers might be looking for, and research what they are in fact looking for. Write and post content that includes topics they find interesting and take it from there. Don’t swim against the current or throw darts blindly hoping for a hit. Increase your chances by understanding your audience.

Let’s break down some of the digital media strategies to get a better understanding…

Social Media

What social media platforms do your potential customers use the most? Which ones do they find the most engaging? What are they using the platforms for? What type of content will engage them for longer periods of time? You need to start somewhere, and the road to success will change over time as your industry changes and new information becomes available. It’s important to investigate various industry-related topics online to see what seems to be of interest to your demographic, and then create content around that subject. After that, it really is a matter of posting original content regularly. The best way to increase organic (non-paid) growth is to create your own engaging content.


The amount of time they spend with your content online via your website is important for search engine optimization. Google takes time spent on your website pages seriously and rates your content as more relevant to the search term that was used to find your post/page if people spent a considerable amount of time viewing/reading it. Even 1 to 2 minutes on a page can make a difference to your page ranking.

Search engine optimization

Search engine optimization is all about increasing the visibility of your website by ranking higher in Google search. Ranking higher without paying and through engaging content can increase organic traffic (unpaid traffic) to your website. Reaching an audience organically is done by creating engaging content on an ongoing basis. It is unrealistic to expect a website to rise in page ranking simply because you have created it. In order to gain more traction, it is necessary to continually update it with content that is relevant to your audience.

Different roles in digital media

Content Marketer

This role incorporates writing material for blog posts, ebooks, and email newsletters. The content is created with a few goals in mind, including increasing brand awareness, generating more traffic back to the website, and lead generation. The better the content over time, the higher the website will rank, and this leads to better search engine results for your website.

Here are the KPI’s (Key Performance Indicators) that a Content Marketer will keep track of...

  • Time on page
  • Blog traffic
  • Number of followers, subscribers on all social media platforms

Social Media Marketer

It is important that the Social Media Marketer finds free and paid channels to promote the content that has been created. All social media platforms should have a good mix of original content and industry news created by other businesses that are not direct competitors. Social Media Marketing includes:

  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Snapchat
  • Pinterest

Here are the KPI’s (Key Performance Indicators) that a Social Media Marketer will keep track of...

  • Followers
  • Impressions – the number of times a post appears on the newsfeed of a user
  • Shares

Inbound Marketing

Inbound marketing is an essential part of digital marketing. The goal is to become an industry leader in providing information that your audience is looking for or needs. This marketing strategy also includes providing documents that users can download directly from your website and blog posts that are useful to your audience.

Original content can take many forms including an ebook, checklist or any other downloadable document that your users would be motivated to get a hold of.

Digital Marketing

Digital marketing covers a broad range of digital strategies and online activities designed to gain the attention of the desired customers for your business. Get out there, create and share!

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