What Is Digital Marketing?

Nowadays, the majority of people go online every day. This means that if you want to promote a service or product, your audience will most likely be using a computer, smartphone, or tablet. To reach as many people as possible, businesses increasingly rely on Digital Marketing, a term that has been around since the 1990s.

What Exactly Is Digital Marketing?

Digital Marketing refers to all marketing activities that use the internet or online digital technologies to promote products and services. This includes campaigns that appear on digital devices and come in various forms—such as videos, banner ads, emails, or social media posts. It differs from traditional marketing, which uses offline channels like print, TV, or direct mail.

Why Is Digital Marketing So Important for Businesses?

Here are some key reasons to invest in Digital Marketing:

• Your audience is online—on search engines, social media, or messaging apps.
  
  
• You can target very specific audiences with hyper-customized messages.
  
  
• It’s flexible—you can change your strategy quickly depending on what’s working.
  
  
• It can be cost-effective with a high return on investment.
  
  

Main Types of Digital Marketing

Search Engine Optimization (SEO)

SEO aims to improve your website's visibility in organic search results.

• On-Page SEO: Optimizing content, meta tags, headings, URLs, and images.
  
  
• Off-Page SEO: Building backlinks through social media, directories, influencers, etc.
  
  

Search Engine Marketing (SEM) / Pay-Per-Click (PPC)

These are paid ads, often shown at the top of Google search results. SEM also includes display ads across partner websites. With tools like Google Ads or rankingCoach 360, you can set up and monitor these campaigns easily.

Social Media Marketing

Platforms like Instagram, Facebook, LinkedIn, and TikTok help businesses:

• Connect with their audience
  
  
• Build brand loyalty
  
  
• Drive traffic to their websites
  
  
• Offer customer support
  
  

Content Marketing

Content Marketing involves creating and sharing valuable content to attract and retain a target audience. Formats include:

• Blog posts
  
  
• Videos
  
  
• Ebooks
  
  
• Podcasts
  
  
• Infographics
  
  

Email Marketing

Emails are an efficient way to:

• Share updates
  
  
• Promote new offers
  
  
• Engage with leads
  
  
• Increase customer retention
  
  

It’s inexpensive and offers one of the highest ROIs in digital marketing.

Affiliate & Influencer Marketing

A third party promotes your products through a referral link. When someone makes a purchase, the promoter (blogger or influencer) receives a commission. This can be very effective when targeting niche audiences.

Building a Digital Marketing Strategy

To make the most out of digital marketing, follow these steps:

1. Set SMART Goals: e.g., "Increase Instagram traffic by 10% in 30 days."
   
   
2. Audit Your Current Presence: Know where you stand to set priorities.
   
   
3. Understand the Digital Sales Funnel: From awareness to conversion.
   
   
4. Define Your Target Audience: Age, gender, interests, behaviors, platforms.
   
   
5. Map Audience Stages: Know where users are in their journey.
   
   
6. Create a Content Plan:
   
   
   • Develop a keyword strategy
     
     
   • Write valuable blog content
     
     
   • Plan social media posts
     
     
   • Use calls-to-action (CTAs)
     
     
7. Measure and Optimize:
   
   
   • Track open rates, CTRs, and conversion rates
     
     
   • Adjust strategies as needed
     
     

Final Thoughts

Digital Marketing is no longer optional—it's essential. Whether you're just starting or refining your approach, a well-thought-out digital strategy can help your business grow significantly. If you're unsure where to start, rankingCoach 360 offers step-by-step help tailored to your business needs.