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Digital marketing typically refers to online marketing campaigns that appear on a computer, phone, tablet, or other device. It can take many forms, including online video, display ads, search engine marketing, paid social ads and social media posts. Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is usually lumped in with traditional marketing. Did you know nine-in-ten U.S. adults go online on a daily basis? Not only that, 41% are online “almost constantly.” As a marketer, it’s important to take advantage of the digital world with an online advertising presence, by building a brand, providing a great customer experience that also brings more potential customers and more, with a digital strategy. A digital marketing strategy allows you to leverage different digital channels–such as social media, pay-per-click, search engine optimization, and email marketing–to connect with existing customers and individuals interested in your products or services. As a result, you can build a brand, provide a great customer experience, bring in potential customers, and more. According to a study conducted by Forrester Consulting on behalf of Mailchimp, "88% of marketers believe their marketing organization must increase its use of automation and AI to meet customer expectations and stay competitive." Digital marketing provides an excellent opportunity for marketing automation.
Why is digital marketing important?
Any type of marketing can help your business thrive. However, digital marketing has become increasingly important because of how accessible digital channels are. In fact, there were 5.45 billion internet users globally as of July 2024. From social media to text messages, there are many ways to use digital marketing tactics in order to communicate with your target audience. Additionally, digital marketing has minimal upfront costs, making it a cost-effective marketing technique for small businesses.
Digital marketing strategies work for B2B (business to business) as well as B2C (business to consumer) companies, but best practices differ significantly between the two. Here's a closer look at how digital marketing is used in B2B
and B2C marketing strategies:
B2B clients tend to have longer decision-making processes, and thus longer sales funnels. Relationship-building strategies work better for these clients, whereas B2C customers tend to respond better to short-term offers and messages.
transactions are usually based on logic and evidence, which is what skilled B2B digital marketers present. B2C content is more likely to be emotionally-based, focusing on making the customer feel good about a purchase.
B2B decisions tend to need more than 1 person's input. The marketing materials that best drive these decisions tend to be shareable and downloadable. B2C customers, on the other hand, favor one-on-one connections with a brand.
How Digital Marketing Works
Marketing encompasses a wide range of techniques and media that companies can use to promote their products and services to potential consumers and improve their market share. To be successful, it requires a combination of advertising and sales savvy. Professional marketers take on these tasks either internally at individual companies or externally at marketing firms that may serve many different clients. Companies once focused on marketing through print, television, and radio because that was all they had. Although those options still exist, the internet gave companies another way to reach consumers and gave rise to digital marketing. The new technologies and trends forced companies to change their marketing strategies and rethink their budgets. Email became a popular marketing tool in the early days of digital marketing. Then the focus shifted to search engines like Netscape, which allowed businesses to tag and keyword items to get themselves noticed. The development of social platforms like Facebook made it possible for companies to track user data and deliver their messages to very specific audiences..
Types of digital marketing:
Email marketing
Uses email to send targeted messages to promote a brand, product, or service.
Content marketing
Creates and manages content, such as videos, text, audio, and photos, to promote a brand.
Social media marketing
Uses social media platforms to build connections with potential customers.
Affiliate marketing
Third-party publishers promote a merchant's goods or services and receive a percentage of the sales or web traffic.
Digital marketing is the promotion of products, services, or brands using online channels such as search engines, social media, email, and websites. It includes strategies like Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, content marketing, social media marketing, and email marketing. Businesses use digital marketing to reach targeted audiences, increase brand awareness, and drive sales. With data analytics and automation tools, marketers can track performance, personalize campaigns, and optimize strategies for better results.