what is digital marketing?

Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media and web-based advertising, but also text and multimedia messages as a marketing channel.Essentially, if a marketing campaign involves digital communication, it’s digital marketing.

Any marketing that uses electronic devices and can be used by marketing specialists to convey promotional messaging and measure its impact through your customer journey. In practice, digital marketing typically refers to 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.

social media marketing

Types of digital marketing

There are as many specializations within digital marketing as there are ways of interacting using digital media. Here are a few key examples of types of digital marketing tactics.

Search engine optimization

Search engine optimization, or SEO, is technically a marketing tool rather than a form of marketing in itself. The Balance defines it as “the art and science of making web pages attractive to search engines.” The “art and science” part of SEO is what’s most important. SEO is a science because it requires you to research and weigh different contributing factors to achieve the highest possible ranking on a serch engine results page (SERP).

Content marketing

As mentioned, the quality of your content is a key component of an optimized page. As a result, SEO is a major factor in Content marketing, a strategy based on the distribution of relevant and valuable content to target audience.

Social media marketing

Social media marketing means driving traffic and brand awareness by engaging people in discussion online. You can use social media marketing to highlight your brand, products, services, culture, and more. With billions of people spending their time engaging on social media platforms, focusing on social media marketing can be worthwhile.

Pay-per-click marketing

Pay-per-click, or PPC, is a form of digital marketing in which you pay a fee every time someone clicks on your digital ads. So, instead of paying a set amount to constantly run targeted ads on online channels, you only pay for the ads individuals interact with. How and when people see your ad is a bit more complicated.

Affiliate marketing

Affiliate marketing is a digital marketing tactic that lets someone make money by promoting another person’s business. You could be either the promoter or the business who works with the promoter, but the process is the same in either case.

Email marketing

The concept of Email marketing is simple—you send a promotional message and hope that your prospect clicks on it. However, the execution is much more complex. First of all, you have to make sure that your emails are wanted. This means having an opt-in list that does the following:

  • Individualizes the content, both in the body and in the subject line
  • States clearly what kind of emails the subscriber will get
  • An email signature that offers a clear unsubscribe option
  • Integrates both transactional and promotional emails

Features of Digital Marketing

Digital marketing encompasses a range of strategies and techniques that leverage digital platforms to connect with target audiences, promote products or services, and achieve marketing goals. In the digital age, businesses are increasingly adopting these strategies to engage users online, foster brand visibility, and drive conversions. Here are some key features:

Diverse Channels:

Digital marketing offers an array of channels to reach audiences. These include search engines, social media platforms, email, websites, mobile apps, online advertising, content marketing, and more. This diversity allows marketers to tailor their approach to suit their audience’s preferences and behaviors.

Targeted Approach:

Unlike traditional marketing, digital marketing allows for precise audience targeting. Marketers can segment audiences based on demographics, interests, behaviors, and other factors, ensuring that messages resonate with specific groups.

Data-Driven Insights:

Digital marketing provides robust analytics tools that offer real-time insights into campaign performance. Marketers can track metrics such as website traffic, click-through rates, conversion rates, engagement levels, and more, enabling data-driven decision-making and continuous optimization.


Digital marketing often proves more cost-effective than traditional methods. Online advertising platforms allow for budget flexibility, and strategies like content marketing and social media engagement can yield high returns without extensive financial investments.

Global Reach:

The internet transcends geographical boundaries, granting digital marketing a global reach. Businesses can promote their offerings to a worldwide audience without the constraints of physical presence.

In summary, digital marketing is a dynamic and versatile approach that offers businesses numerous benefits. From precise targeting and data-driven insights to interactivity and global reach, its features empower marketers to connect with audiences in meaningful ways while achieving their marketing goals effectively.

Advantages of Digital Marketing

Digital marketing has emerged as a revolutionary force in the realm of modern marketing, offering businesses and organizations a diverse range of advantages that have transformed the way they connect with their target audiences and promote their products or services. As technology continues to advance and consumer behaviors evolve, the benefits of digital marketing become increasingly evident. In this comprehensive exploration, we will delve into the extensive advantages that it brings to the table.

1. Global Reach and Audience Targeting:

One of the most prominent advantages of digital marketing is its ability to transcend geographical boundaries and reach a global audience. Through various online channels such as social media, search engines, websites, and email, businesses can promote their offerings to audiences across the world. Moreover, it allows for precise audience targeting. Businesses can define their ideal customer profiles based on demographics, interests, behaviors, and other criteria, ensuring that their messages resonate with specific segments. This level of precision maximizes the effectiveness of marketing efforts and reduces wastage by delivering content to those who are most likely to engage.

2. Cost-Effectiveness and Budget Control:

Traditional marketing methods like print advertising or TV commercials often require significant financial investments. Digital marketing, on the other hand, offers cost-effective alternatives. Online advertising platforms enable businesses to set and control their budgets, ensuring that every dollar spent is optimized for maximum impact. This democratization of advertising makes it accessible to businesses of all sizes, from startups to multinational corporations, leveling the playing field and fostering healthy competition.

3. Measurable Results and Real-Time Analytics:

One of the transformative advantages of digital marketing is the availability of real-time analytics tools. Marketers can track a plethora of metrics, including website traffic, click-through rates, conversion rates, social media engagement, and more. This data-driven approach empowers marketers to gauge the success of their campaigns accurately and make data-backed decisions. As a result, marketing efforts can be optimized on the fly, leading to improved results and better return on investment (ROI).

4. Higher Engagement and Interaction:

It thrives on interactivity and engagement. Through platforms like social media, businesses can directly communicate with their audience, fostering stronger relationships and building brand loyalty. Interactive content formats like polls, quizzes, contests, and live streams encourage audience participation, driving higher engagement rates. This engagement not only enhances the customer experience but also offers valuable insights into consumer preferences and behaviors.

5. Personalization and Customer Segmentation:

Personalization has become a cornerstone of effective marketing, and digital marketing excels in this arena. Businesses can collect and analyze customer data to tailor their marketing messages and recommendations to individual preferences. From personalized email campaigns to product recommendations based on browsing history, personalization creates a more meaningful and relevant experience for consumers, ultimately increasing the likelihood of conversions.

6. Search Engine Visibility and SEO Benefits:

Effective search engine optimization (SEO) techniques enhance a brand’s visibility in search engine results, driving organic traffic to their website. By optimizing their content for relevant keywords and implementing best practices, businesses can improve their chances of appearing on the coveted first page of search engine results. High search engine rankings not only boost visibility but also establish brand credibility and trust.

In conclusion, the advantages of digital marketing are wide-ranging and transformative. The global reach, cost-effectiveness, real-time analytics, engagement opportunities, personalization capabilities, and more have reshaped the marketing landscape. As technology continues to evolve, businesses that harness the power of digital marketing are better positioned to connect with their audiences, achieve their objectives, and thrive in an increasingly digital world.