Updated: Aug 25, 2020
Digital marketing is defined as the use of digital channels to promote a product or service. The goal of this approach is to connect with customers online - the place where they spend the most time seeking information or entertainment.
Digital marketing is a broad practice, simply because there are so many online channels available. For example, posting on social media is a form of digital marketing, as are email marketing and blogging. Together, the promotional content on these various platforms forms a cohesive online content marketing strategy, which is just a portion of digital marketing.
Types of digital marketing
Digital marketing isn’t a single practice but, instead, is the sum of several elements. Some of the most common examples of digital marketing include:
Search engine optimization (SEO)
Website Development/User Experience
Social media marketing
Pay per click (PPC)
While this may seem like a lot, keep in mind that you don’t need to implement each and every one of these practices. However, it’s important that you familiarize yourself with them so that you gain a better understanding of which methods should go into your own marketing strategy.
If we need to sum up the goals of digital marketing, we’d say it’s about bringing traffic to your site and increasing conversions. This latter component - called conversion rate optimization - requires designing your website with an understanding of the way users interact with it.
To do this, you’ll need to take into account how users navigate your site, which actions they take, and what guides them toward - or prevents them from - achieving your goals. Tracking tools and analytics can provide you with quantitative data about the ways users engage with your site, helping you guide them smoothly through the sales funnel.
Why you need digital marketing
Overall, digital marketing is a broad concept that covers a variety of practices and uses a wide range of online channels. Underlying these different elements, however, is a common theme - the ability to take advantage of the huge marketplace of prospective customers online.
Whether you decide to grow your blog, create an email newsletter or advertise on Google, you’ll be able to bring more traffic to your site, build stronger connections with your customers, and track and measure your results. Not only will this help you gain customers in the short term, but it will also help you build a sustainable, long-term strategy for future improvement and growth.