What Is Digital Marketing? (2022)

What Is Digital Marketing?

The term digital marketing refers to the use of digital channels to market products and services in order to reach consumers. This type of marketing involves the use of websites, mobile devices, social media, search engines, and other similar channels. Digital marketing became popular with the advent of the internet in the 1990s.

Digital marketing involves some of the same principles as traditional marketing and is often considered a new way for companies to approach consumers and understand their behavior. Companies often combine traditional and digital marketing techniques in their strategies.

Key Takeaways

  • Digital marketing involves marketing to consumers through any number of digital channels.
  • This form of marketing is commonly executed on websites, mobile devices, and social media platforms.
  • This form of marketing is different from internet marketing, which is exclusively done on websites.
  • Digital marketing is a broad field, including attracting customers via email, content marketing, search platforms, social media, and more.
  • One of the biggest challenges digital marketers face is how to set themselves apart in a world that is oversaturated with digital marketing ads.

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Key Performance Indicators (KPI)

Understanding Digital Marketing

Marketing refers to any activities that a company uses to promote its products and services and improve its market share. In order to be successful, marketing requires a combination of advertising savvy, sales, and the ability to deliver goods to end-users. This is normally undertaken by specific professionals or marketers who can work internally (for companies) or externally with other marketing firms.

Traditionally, corporations focused on marketing through print, television, and radio. Although these options still exist today, the rise of the internet led to a shift in the way companies reached consumers. That's where digital marketing came into play. This form of marketing involves the use of websites, social media, search engines, apps—anything that incorporates marketing with customer feedback or a two-way interaction between the company and customer.

Increased technology and newer trends forced companies to change the way they marketed themselves. Email was a popular marketing tool in the early days of digital marketing. That focus shifted to search engines like Netscape, which allowed businesses to tag and keyword stuff to get themselves noticed. The development of sharing sites like Facebook made it possible for companies to track data to cater to consumer trends.

Smartphones and other digital devices are now making it easier for companies to market themselves along with their products and services to consumers. Studies show that people prefer using their phones to log on to the internet. So it should come as no surprise that 70% of individuals make buying decisions (usually on their phones) before they actually hit the purchase button.

Digital marketing can be interactive and is often used to target specific segments of the customer base.

Special Considerations

Advertisers are commonly referred to as sources, while members of the targeted ads are commonly called receivers. Sources frequently target highly specific, well-defined receivers.

For example, after extending the late-night hours, McDonald's targeted shift workers and travelers with digital ads because the company knew these people made up a large segment of its late-night business. The company encouraged them to download the Restaurant Finder app, targeting them with ads placed at automated teller machines (ATMs), gas stations, and websites that its customers commonly frequented.

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Types of Digital Marketing Channels

As noted above, marketing was traditionally done through print (newspapers and magazines) and broadcast ads (TV and radio). These are channels that still exist today. Digital marketing channels have evolved and continue to do so. The following are eight of the most common avenues that companies can take to boost their marketing efforts. Keep in mind that some companies may use multiple channels in their efforts.

Website Marketing

A website is the centerpiece of all digital marketing activities. It is a very powerful channel on its own, but it’s also the medium needed to execute a variety of online marketing campaigns. A website should represent a brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.

Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) advertisingenables marketers to reach Internet users on a number of digital platforms through paid ads. Marketers canset up PPC campaignson Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and show their ads to people searching for terms related to the products or services.

PPC campaigns can segment users based on their demographic characteristics (such as by age or gender), or even target their particular interests or location. The most popular PPC platforms are Google Ads and Facebook Ads.

Content Marketing

The goal of content marketing is to reach potential customers through the use of content. Content is usually published on a website and then promoted through social media, email marketing, search engine optimization, or even PPC campaigns. The tools of content marketing include blogs, ebooks, online courses, infographics, podcasts, and webinars.

Email Marketing

Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages, but that’s not what email marketing is all about. This type of marketing allows companies to get in touch with potential customers and anyone interested in their brands.

Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers.

Social Media Marketing

The primary goal of a social media marketing campaign is brand awareness and establishing social trust. As you go deeper into social media marketing, you can use it to get leads or even as a direct sales channel. Promoted posts and tweets are two examples of social media marketing.

Affiliate Marketing

Affiliate marketing is one of the oldest forms of marketing, and the internet has brought new life to this old standby. With affiliate marketing, influencers promote other people’s products and get a commission every time a sale is made or a lead is introduced. Many well-known companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products.

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Video Marketing

YouTube is one of the most popular search engines in the world. A lot of users are turning to YouTube before making a buying decision, to learn something, read a review, or just to relax.

There are several video marketing platforms, including Facebook Videos, Instagram, and even TikTok to use to run a video marketing campaign. Companies find the most success with video by integrating it with SEO, content marketing, and broader social media marketing campaigns.

SMS Messaging

Companies and nonprofit organizations also use SMS or text messages to send information about their latest promotions or give opportunities to willing customers. Political candidates running for office also use SMS message campaigns to spread positive information about their own platforms. As technology has advanced, many text-to-give campaigns also allow customers to directly pay or give via a simple text message.

Internet marketing differs from digital marketing. Internet marketing is advertising that is solely on the internet, whereas digital marketing can take place through mobile devices, on a subway platform, in a video game, or via a smartphone app.

Digital Marketing Challenges

Digital marketing poses special challenges for its purveyors. Digital channels proliferate rapidly, and digital marketers have to keep up with how these channels work, how they're used by receivers, and how to use these channels to effectively market their products or services.

It's becoming more difficult to capture receivers' attention because receivers are increasingly inundated with competing ads. Digital marketers also find it challenging to analyze the vast troves of data they capture and then exploit this information in new marketing efforts.

The challenge of capturing and using data effectively highlights that digital marketing requires an approach to marketing based on a deep understanding of consumer behavior. For example, it may require a company to analyze new forms of consumer behavior, such as using website heatmaps to learn more about the customer journey.

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What Is a Digital Marketing Agency?

A digital marketing agency is a firm that deals exclusively in marketing to consumers through digital channels. This includes creating and launching campaigns for corporate clients through social media, pay-per-click advertising, videos, and websites, among others.

What Is SEO in Digital Marketing?

Search engine optimization or SEO is the way that companies are able to increase their traffic through search engines with the goal of pushing their websites and names at the top of any search results page. This can be through search results done organically or editorially. When companies are able to successfully apply SEO in their digital marketing strategies, their names and websites become increasingly visible to more consumers.

What Is Internet Marketing?

Internet marketing is any marketing that takes place solely on the internet. This means it exclusively appears on websites. It is different than digital marketing, which includes internet marketing as well as marketing on social media sites, and mobile apps. These marketing campaigns can take place through smartphones, digital devices, and other platforms.

How Can I Become a Digital Marketer?

Digital marketers require strong writing skills along with data analytics and social media skills. A bachelor's degree is needed for most digital marketing positions, in a business field such as marketing, or a related field such as communications. You may also want to take courses or bootcamps specifically in digital marketing. In addition, completing an internship while in school can be useful. A master’s degree in digital marketing may be useful but is not necessary to get into the digital marketing field.

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What Skills Are Needed in Digital Marketing?

You need to be skillful in writing content along with communication skills to effectively tell your product's story to your consumer base. Data analytics skills are important for understanding how well your marketing campaigns are performing and where they can be improved. Finally, social media and other online skills are a must.

The Bottom Line

Some of the world's biggest advertising campaigns were executed through traditional means. The Marlboro Man was very popular in print while Wendy's wowed individuals with its "Where's the beef?" tagline. But changes in the way people consume media forced companies to shift their focus. Digital marketing is now just as big, if not bigger, than traditional advertising and marketing tools. And you can expect things to keep evolving as technology continues to change.

FAQs

What is digital marketing Short answer? ›

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.

Why digital marketing is important your answer? ›

Digital marketing is important because it connects a business with its customers when they are online, & is effective in all industries. It connects businesses with ideal customers when they are on Google through SEO & PPC, on social media with social media marketing, & through email with email marketing.

What is digital marketing interview questions and answers? ›

Top 15 Digital Marketing Interview Questions & Answers (2022)
  • 1) Explain what is digital marketing? ...
  • 2) How can you categorize the digital marketing? ...
  • 3) Explain what is SEO? ...
  • 4) Explain what is a keyword in digital marketing ? ...
  • 5) Mention what are the key areas where you can use keywords to optimize the site ranking?
23 Jul 2022

What is digital marketing in interview explain? ›

To prepare for your digital marketing interview, you will need to:
  1. Ensure you understand role and requirements of the job.
  2. Explain the value you can bring as a Digital Marketer.
  3. Study the company's brand and digital marketing strategy.
  4. Brainstorm suggestions to improve the company's current digital marketing campaigns.

What is digital marketing and example? ›

Digital marketing is any marketing strategy that takes place through digital means — usually through Internet-connected devices. There are many examples: inbound marketing, email marketing, social media marketing, and content marketing are just a few.

What is digital marketing Beginner? ›

Digital marketing is the process of promoting products and services online with the help of tactics such as social media marketing, affiliate marketing, email marketing, etc. It offers a chance for brands to focus clearly on marketing to the right audience.

Why is digital marketing important for students? ›

Digital Marketing helps generate Engagement with Prospective Students Using the Right Content. In addition to SEO activities, creating compelling content that is also SEO compatible will help drive the right results for your College.

How does digital marketing help your business grow? ›

Digital marketing helps to measure every click and helps in identifying user behavior and buying patterns. It also helps to give detail insights about your target audience so that you can make super targeted ads. The amount of data which you can gather with the help of Digital Marketing is invaluable.

What makes digital marketing unique? ›

Digital marketing is extremely important in today's day and age. It helps focus on targeted audiences with a global reach, unlike traditional marketing, bringing in high revenue with little investment. It is conversion-led and can easily be monitored. Damage control is also easy with digital marketing.

How can I introduce myself in digital marketing interview? ›

How To Introduce Yourself In Digital Marketing Interview
  1. Start by doing your research on the company and the specific role you are interviewing for. ...
  2. Be prepared to talk about your experience and skills in digital marketing. ...
  3. Highlight your successes and how you have helped businesses achieve their goals.

What do you like most about digital marketing? ›

Digital marketing has provided easy access for small businesses to grow brand awareness online. If you aren't able to spend a large amount on a TV or print ad, digital marketing allows you the ability to market to your audience at a much more conservative amount.

Where do you see yourself in 5 years in digital marketing? ›

Tips for Answering 'Where Do You See Yourself in 5 Years? '
  • Answer This Question for Yourself First. ...
  • Show You're Interested in This Job. ...
  • Keep it General. ...
  • Focus on Skills. ...
  • Connect Short-Term Goals With Long-Term Ambitions.
8 Jul 2022

How do I clear my digital marketing interview? ›

5 Tips for Preparing for a Digital Marketing Interview
  1. Don't be afraid to critique the company's website/social media channels. ...
  2. Have an online presence. ...
  3. It's okay to not know everything about the digital space. ...
  4. Keep the jargon and buzzwords to a minimum. ...
  5. Be comfortable with analytics.

What should I say in an interview introduction? ›

Greet your interviewers and tell your name to start the formal introduction. It is always a good idea to prepare for this most expected question beforehand. Do not hesitate to include some informal, personal information, such as your hobbies, or what you do on weekends.

What are the types of digital marketing? ›

Digital marketing can be broadly broken into 8 main categories including: Search Engine Optimization, Pay-per-Click, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Marketing Analytics and Affiliate Marketing .

Where is digital marketing used? ›

Digital marketing, also known as online marketing, refers to advertising delivered through digital channels to promote brands and connect potential customers using the internet and other forms of digital communication such as: Search engines. Websites. Social media.

Is digital marketing is easy? ›

Digital marketing is not as easy or simple as creating an advertising campaign, it actually requires a lot of work. The most important part of these advertising campaigns is the need to study the results of your campaigns and in doing so one becomes a professional standing in the digital marketing field.

What is a digital marketing plan? ›

What is a digital marketing plan? A digital marketing plan is a document that defines marketing goals to be accomplished within a given time frame so a company can meet a set of business objectives.

How can I improve my digital marketing skills? ›

Here are some important tips to boost your digital marketing career.
  1. Advance and Refine Your Skill Set. ...
  2. Be Aware of the Latest Trends. ...
  3. Develop a Strong Digital Presence. ...
  4. Build a Personal Brand. ...
  5. Understand Data. ...
  6. Don't Be Afraid to Take Risks. ...
  7. Learn to Adapt. ...
  8. Always Seek Feedback.
11 Dec 2018

What is the easiest type of digital marketing? ›

Email marketing is one of the easiest, most effective types of digital marketing, as it consistently reaches an audience of regular customers and potential buyers. Many businesses send daily emails to their contacts, with over 100 billion emails sent and received around the world every day.

What is the best way to do digital marketing? ›

How to create a digital marketing strategy in 10 steps
  1. Step 1: Create a customer persona. ...
  2. Step 2: Identify your goals and tools. ...
  3. Step 3: Focus on blogging. ...
  4. Step 4: Evaluate existing digital marketing channels. ...
  5. Step 5: Automate marketing. ...
  6. Step 6: Nail mobile optimization. ...
  7. Step 7: Make it easy for customers to reach you.
6 Sept 2022

What is digital marketing and its benefits in future? ›

Digital marketing is the process of marketing products or services to potential customers via digital channels and the internet. Digital marketing has the same goals as traditional marketing, the only difference is the medium used to convey the marketing message.

What can we learn from digital marketing? ›

Digital Marketing helps to build a better relationship with your customers/prospects. Better ROI (Return of Investment). Has wide and dynamic career opportunities. It helps your company to appear on the Search Engine Result Pages (SERP).

What is the future for digital marketing? ›

According to statistics, the growth of the Indian e-commerce market is pushing to Rs 7 trillion by 2023 due to the pandemic and multiple lockdowns. This strongly suggests that the growth of digital marketing is on an upward trend and has positively impacted businesses as well as the lives of people.

How does digital marketing help customers? ›

Digital marketing is a very convenient way for customers to interact with companies. Customers can use digital marketing to compare prices, check in-store availability, and make immediate purchases. It also allows you to put your message across, and share crucial information that is useful to the customer.

Can digital marketing save your business? ›

Digital Marketing Can Save Your Business

By increasing your pool of potential customers, making your business look and operate better, and utilizing the same tools that your customers do, you can gain a competitive edge no matter what niche of business you run.

What is the importance of digital marketing in today's era? ›

Digital Marketing teaches you how to build, scale up, and sustain your Brand's online reputation across all relevant Digital platforms (which is known as Online Reputation Management). Nowadays, businesses thrive on online presence, reviews, and customer testimonials.

How is digital marketing? ›

How does digital marketing work? Digital marketing uses a range of strategies to reach customers, whether the aim is to tempt them into making a purchase, increase their brand awareness, or simply engage with your brand. Modern digital marketing comprises a broad system of channels, including: Social media.

Is digital marketing is easy? ›

Digital marketing is not as easy or simple as creating an advertising campaign, it actually requires a lot of work. The most important part of these advertising campaigns is the need to study the results of your campaigns and in doing so one becomes a professional standing in the digital marketing field.

What are the 3 types of digital marketing? ›

Types of digital marketing
  • Content marketing.
  • Search engine marketing.
  • Display Advertising.
  • Mobile Marketing.
  • Social Media Marketing.
  • Email Marketing.
  • Influencer Marketing.
  • Affiliate Marketing.

What is digital marketing definition PDF? ›

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.

Why is digital marketing important for students? ›

Digital Marketing helps generate Engagement with Prospective Students Using the Right Content. In addition to SEO activities, creating compelling content that is also SEO compatible will help drive the right results for your College.

What is digital marketing career? ›

Unlike many technical professional fields, digital marketing provides an opportunity for many creative people. There are jobs in writing, designing and audio and video production. Plus, developing marketing strategies, solving problems and finding ways to engage audiences require creative solutions as well.

How does digital marketing help your business grow? ›

Digital marketing helps to measure every click and helps in identifying user behavior and buying patterns. It also helps to give detail insights about your target audience so that you can make super targeted ads. The amount of data which you can gather with the help of Digital Marketing is invaluable.

Is digital marketing good for me? ›

by Digital Marketing Institute

Another great thing about digital marketing is that you're always working with a variety of people, on new projects, and with new clients, and devising new strategies to stay ahead of the competition, so it's nearly impossible to get bored when you're working in this field.

What skills do I need for digital marketing? ›

7 Essential Skills Every Digital Marketer Needs to Know
  • Video Marketing. ...
  • Search Engine Optimization (SEO) & Search Engine Marketing (SEM) ...
  • Content Marketing. ...
  • Data / Analytics. ...
  • Understand Design Thinking & Planning. ...
  • Be Tech Savvy. ...
  • Be Persuasive. ...
  • Highlight Your Unusual Skills.
9 Nov 2021

Does digital marketing have future? ›

The future of digital marketing in India is bright and promising. Digital marketing, as compared to traditional marketing, offers some key benefits that make it an effective and affordable strategy for marketing the brand. In 2020 and 2021, the scope of digital marketing has seen a drastic level of growth.

Which digital marketing is best? ›

To help you determine which digital marketing strategies may work best for your business, here are six of the most effective types of digital marketing:
  • Content Marketing. ...
  • Search Engine Optimization. ...
  • Search Engine Marketing/Pay-per-Click. ...
  • Social Media Marketing. ...
  • Affiliate and Influencer Marketing. ...
  • Email Marketing.
5 Jul 2022

What is digital marketing plan? ›

What is a digital marketing plan? A digital marketing plan is a document that defines marketing goals to be accomplished within a given time frame so a company can meet a set of business objectives.

What kind of marketing is most successful? ›

Social media marketing is one of the most popular types of marketing strategies. And, it's also one of the most effective to build awareness and increase sales. And it's not hard to understand why when more than 2.8 billion people use social media platforms. That's approximately 37% of the world's population!

What are digital marketing channels? ›

What is a Digital Marketing Channel? Digital marketing channels are platforms that you can use to reach your target audience with information about your brand, product, or service.

Who is the father of digital marketing? ›

Philip Kotler ... The “father of digital marketing,” Philip Kotler, is often referred to as such. He is an American professor who is credited with founding marketing as an academic discipline and has produced over 60 marketing books.

Is digital marketing in demand? ›

Digital marketers and their related skillsets are among top trending skills in the US. Digital marketing skills ranks among the top trending job skills in the US, per analysis of Google Trends search data by Preply.

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