What Is Digital Marketing?

At a high level, digital marketing refers to advertising delivered through digital channels like search engines, websites, social media, email, and mobile apps. While this term covers a good range of selling activities, all of which aren't universally prescribed, we’ll specialize in the foremost common types below.


Paid Search

Paid search, or pay-per-click (PPC) advertising, typically refers to the “sponsored result” on the highest or side of a Search engine results page (SERP). You only pay when your ad is clicked. You can tailor your PPC ads to seem when specific search terms are entered, creating ads that are targeted to a specific audience. PPC ads are flexible, visible, and most significantly, effective for several different types of organizations. They are also contextual advertisements—ads that appear when an individual is checking out a specific keyword or term.

Search Engine Optimization

Simply put, program optimization (SEO) is that the process of optimizing the content, technical set-up, and reach of your website in order that your pages appear at the highest of a search engine result for a selected set of keyword terms. Ultimately, the goal is to draw in visitors to your website once they look for products, services, or information associated with your business.

SEO can almost be viewed as a group of best practices permanently digital marketing. It enforces the necessity for a well-constructed and easy-to-use website, valuable and interesting content, and therefore the credibility for other websites and individuals to recommend you by linking to your site or mentioning it in social media posts.

Content Marketing

Have you heard the expression, “Content is king?” If not, you have now. Great content is the fuel that drives your digital marketing activities:

  • It is a key pillar of modern SEO
  • It helps you get noticed on social media
  • It gives you something useful to supply customers in emails and paid search ads
  • Creating clever content that's not promotional in nature, but instead educates and inspires, is hard but well well worth the effort. Offering content that's relevant to your audience helps them see you as a valuable source of data. On top of that, resourceful content makes it less likely that they're going to tune you out.

Social Media Marketing

People aren’t just watching cat videos and posting selfies on social media lately. Many believe social networks to get, research, and educate themselves a few brands before engaging thereupon organization. For marketers, it’s not enough to only post on your Facebook and Twitter accounts. You must also weave social elements into every aspect of your marketing and make more peer-to-peer sharing opportunities. The more your audience wants to interact together with your content, the more likely it's that they're going to want to share it. This ultimately leads to them becoming a customer. And as another bonus, they're going to hopefully influence their friends to become customers, too.

Email Marketing

The email has been around for quite 20 years, and it’s not going anywhere anytime soon. It’s still the quickest and most direct thanks to reaching customers with critical information. The reason is simple: Consumers are very attached to their emails. Just ask yourself what percentage times you've got checked your email within the past hour...See what we mean?

But great marketers know that not just any email will do. Successful email campaigns must be engaging, relevant, informative, and entertaining. To succeed, your marketing emails should satisfy these five core attributes:

  • Trustworthy
  • Relevant
  • Conversational
  • Be coordinated across channels
  • Strategic

Mobile Marketing

As mobile devices become increasingly integral a part of our lives, it’s vital that marketers understand the way to effectively communicate on this unique and very personal channel. Mobile devices are kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes marketing on mobile incredibly important but also very nuanced.

From SMS and MMS to in-app marketing, there are some ways to plug on mobile devices, so finding the proper method for your particular business is vital. Beyond the mechanisms to deliver your message, you furthermore may get to believe the coordination of your marketing across digital channels and confirm mobile may be a part of that mix.

Marketing Automation

Marketing automation is an integral platform that ties all of your digital marketing together. Without it, your campaigns will appear as if an unfinished puzzle with an important missing piece. Marketing automation software streamlines and automates marketing tasks and workflows. Most importantly, it measures the results and ROI of your digital campaigns, helping you to grow revenue faster.

When used effectively, marketing automation will assist you to gain much-needed insight into which programs are working and which aren’t. It will offer you the metrics needed to talk confidently about digital marketing’s impact on rock bottom line.


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