The Who, What, Why, & How of Digital Marketing

Written by Lucy Alexander

With how accessible the internet is today, would you believe me if I told you the number of people who go online every day is still increasing?

It is. In fact, “constant” internet usage among adults increased by 5% in just the last three years, according to Pew Research. And although we say it a lot, the way people shop and buy really has changed along with it — meaning offline marketing isn’t as effective as it used to be.

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

Enter digital marketing — in other words, any form of marketing that exists online.

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At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, engage, and delight customers online. But we still get a lot of questions from people all around the world about digital marketing. So, we decided to answer them. Click the links below to jump to each question, or keep reading to see how digital marketing is carries out today.

So, how do you define digital marketing today?

What is digital marketing?

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 other websites to connect with current and prospective customers.

A seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, but there are some minor differences. And conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I’ve learned a lot about how those small differences are being observed across the world.

What is the role of digital marketing to a company?

While traditional marketing might exist in print ads, phone communication, or phsycial marketing, digital marketing can occur electronically and online. This means that there are a number of endless possibilities for brands including email, video, social media, or website-based marketing opportunities.

At this stage, digital marketing is vital for your business and brand awareness. It seems like every other brand has a website. And if they don’t, they at least have a social media presence or digital ad strategy. Digital content and marketing is so common that consumers now expect and rely on it as a way to learn about brands. 

Long story short, to be competitive as a business owner, you’ll need to embrace some aspects of digital marketing.

Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with a variety of marketing tactics on a budget. With digital marketing, you can also use tools like analytics dashboards to monitor the success and ROI of your campaigns more than you could with a traditional promotional content — such as a billboard or print ad.

 

How does a business define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business’s online branding assets — digital advertisingemail marketing, online brochures, and beyond — there’s a spectrum of tactics that fall under the umbrella of “digital marketing.”

The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.

content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company’s social media marketer might then help promote these blog posts through paid and organic posts on the business’s social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. We’ll talk more about these specific digital marketers in a minute.

Types of Digital Marketing

Here’s a quick rundown of some of the most common digital marketing tactics and the channels involved in each one.

Search Engine Optimization (SEO)

Content Marketing

Social Media Marketing

Pay Per Click (PPC)

Affiliate Marketing

Native Advertising

Marketing Automation

Email Marketing

What does a digital marketer do?

Inbound Marketing vs. Digital Marketing: Which Is It?

What types of digital content should I create?

Do I need a big budget for digital marketing?

Do I need a big budget for digital marketing?

Source: https://blog.hubspot.com/marketing/what-is-digital-marketing

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