Digital marketing utilizes online channels to promote products and connect brands with potential customers through strategies like SEO, content marketing, and social media. Its benefits include cost efficiency, measurable results, and the ability to reach a broad audience, making it essential for businesses of all sizes. The document outlines various types of digital marketing, key strategies for implementation, and emphasizes the importance of aligning digital efforts with overall business goals.

1. What is Digital Marketing?
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2. Contents
• Introduction
• What digital marketing is
• The benefits of digital marketing
• Types of digital marketing
• How to do digital marketing
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3. Introduction
Digital marketing has become the go-to marketing strategy for small
businesses and enterprises alike. You’ve probably heard about digital
marketing before, but it encompasses many different strategies for
businesses.
Digital marketing is a vast umbrella term that covers multiple areas, from
SEO to blog writing and distribution channels to budgets. This post will cover
everything you need to know about digital marketing, including its benefits,
the various types, and how to embrace it in your own business.
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4. What
Digital Marketing
is

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Digital marketing is the use of digital channels to market products. Also known as online marketing,
digital marketing promotes brands and connects them to potential customers via the Internet.
It takes many forms, including:
• Search engines
• Websites
• Social media
• Email
• Mobile apps
• Text messaging
• Web-based advertising
Digital marketing uses the same principles as traditional offline marketing but in a digital space. It
relies on consumer data to find a business’s target audience and deliver the most relevant
messaging possible. This is effective, but digital marketing is so popular that the biggest challenge
today is learning how to stand out from the crowd.
Fortunately, digital marketing works for both approaches. Whether you’re targeting businesses or
consumers, digital marketing will help you streamline the marketing process for results.

6. The benefits of
digital marketing

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The benefits of digital
marketing
Regardless of whether you’re a B2B or B2C company, digital marketing helps businesses better understand their customers
and deliver tailored experiences across every channel.
Digital marketing can help you get to know your audience, understand their pain points, and provide metrics that will give your
marketing team credibility. Digital marketing has several benefits.
Reach a large demographic
Digital marketing allows you to reach a wider customer base with less effort. When you post an ad online, it can reach
anyone, regardless of their location. You can connect with customers on the other side of the world, in multiple time zones, as
seamlessly as though you were taking out an ad in the local newspaper. You can expand your market reach and grow your
business in ways that would have seemed impossible before.
Cost efficiency
Traditional marketing channels like TV, radio, and print media typically have higher costs than digital channels. Posting on
social media and creating blogs doesn’t have a cost beyond the time you spend producing the content. You can create a
slick, professional website for a relatively low cost by using one of the many templated systems or paying more for a bespoke
creation. You can create social media accounts for free, and partner with an email service provider (ESP) for a competitive
price.
Plus, digital channels remain on the internet for as long as you maintain them. People will continue to find your content again
and again long after you’ve posted it. This amounts to greater staying power than a temporary TV ad.

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Results are measurable
Digital marketing comes with a host of analytics opportunities that traditional marketing just can’t
match.
You can track the number of conversions and leads, visits to your website, and much more - giving you
plenty of valuable insight to help grow your business. For example, digital marketing allows you to:
•Measure social media engagement with built-in analytics.
•Track the organic traffic and SERP rankings of every blog post.
•Pull accurate data on paid ad views, clicks, and conversions.
Opportunity to engage with customers at various stages
Digital marketing is more cost-effective, which means you can engage with customers at several points
during the buying process. For example, you can create a paid advertising campaign and then follow up with
those leads after they’ve made a purchase. This could be as simple as saying thank you, or using it as an
opportunity to upsell with related items or a subscription. A traditional TV ad can’t do that.
Easy and convenient conversions
Thanks to its cross-channel connectivity, digital marketing makes it a cinch to increase conversions.
Shoppers can move from a social media platform to your ecommerce store to make a purchase in just a few
taps. Digital marketing also allows for automation, so if customers don’t make a purchase right away, you
can quickly follow up with them to recapture their business before they forget about you.

9. Types of Digital
Marketing

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Types of Digital Marketing
Digital marketing is beneficial because of its flexibility. It comes in various forms, which gives
businesses more opportunities than ever before to connect with their target audiences. Let’s look
at the 12 key types of digital marketing.
Content marketing
Content marketing is a type of digital marketing that aims to educate and share value with readers
instead of promoting a product or service. It isn’t outwardly promotional in nature but establishes
your business as a thought leader and a trustworthy source of information.
Businesses use content marketing to attract leads and convert them into loyal customers. It’s also
an effective strategy because it offers potential customers something for free, which entices them
into (hopefully) making a purchase at some point.

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Like digital marketing, content marketing also comes in many forms, including:
• Blog posts
• eBooks
• Newsletters
• Guides
• Infographics
• Audio content, like podcasts
• Video content, like YouTube Shorts
Content marketing is not only affordable, but it’s also effective. In 2022, 80% of marketers thought their
content marketing strategy was very successful. It’s no wonder why the content marketing industry is
projected to be worth $107 billion by 2026.
Search engine optimization (SEO)
SEO is the process of optimizing the content, technical setup, and reach of your website so your
pages appear at the top of a search engine result page for a specific set of keyword terms. With SEO,
businesses analyze their website’s performance, score it against competitors, and create a data-
backed strategy to improve their rankings over time.

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Search engine marketing (SEM)
Not to be confused with SEO, SEM revolves around paid ads that display in the SERPs. Paid search
typically refers to the sponsored result on the top or side of a SERP. These ads appear when users
enter a certain search term. As the advertiser, you pay every time someone clicks on your ad. The
two most popular SEM platforms are Google Ads and Bing Ads.
Social media marketing
Social media marketing involves promoting your business organically through various social networks.
But this isn’t just a promotional channel — social media is effective for digital marketing because it gives
businesses the power to chat with their most engaged followers one-on-one.
Pay per click (PPC)
Pay-per-click advertising is a type of digital marketing where you pay every time someone clicks on your ad.
With PPC, you only pay when someone interacts with your ads. PPC is similar to search engine marketing,
but businesses can do PPC on both search engines and social media platforms. Pay-per-click

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Affiliate marketing
Affiliate marketing is a strategy that recruits affiliates to promote a business’s product or service to their followers.
When a customer makes a purchase through that affiliate, the affiliate earns either a percentage commission or a
flat-rate finder’s fee. Affiliate marketing overlaps with influencer marketing, but the main difference is that you only
pay affiliates an agreed-upon amount if someone makes a purchase based on their referral.
Native advertising
Native advertising is a type of paid advertising that creates ads that mimic the look and feel of a platform. The goal
is to make the ads not seem like advertising, but as just another piece of content. Native ads blend in with their
surrounding environment, so it’s not immediately obvious that you’re advertising something.
Marketing automation
Marketing automation is a digital marketing strategy that streamlines marketing tasks by automating them. This
type of digital marketing uses artificial intelligence (AI) and machine learning (ML) software to power digital
marketing campaigns. While it isn’t a replacement for human labour, marketing automation handles mundane and
repetitive tasks so marketers can focus on high-level strategy and creativity instead. Marketing automation tools
can handle a lot of work for small or overwhelmed marketing teams, including:

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Email Marketing
Email marketing is a form of direct marketing where you reach out to your customers through strategic
email messages. After more than two decades, email is still the quickest and most direct way to reach
customers. However, to avoid getting buried by competing content in your subscribers’ inboxes, your
content needs to be incredibly engaging, relevant, informative, and entertaining.
Mobile Marketing
Mobile marketing, which is also called SMS marketing, is a type of digital marketing tailored to mobile
devices and mobile users. It engages your target audience on mobile devices, like smartphones and
tablets, as well as wearables like smartwatches.
Video marketing
Video marketing is a type of digital marketing where you promote your business through either long-
form or short-form video. Video content allows you to communicate more information in less time, so it’s
no surprise that many platforms allow — and even encourage — video marketing.

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Influencer marketing
Influencer marketing is a digital marketing strategy that brands use to promote their products or
services through popular content creators. Influencer marketing is similar to affiliate marketing in
that you can capitalize on an established, captive audience that inherently trusts the influencer.

16. The benefits of
digital marketing

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How to do digital marketing
Digital marketing can take so many forms that it can feel overwhelming to choose from all the options.
That’s why it’s so important to understand how to pair digital marketing with your overall business
strategy.
Regardless of your industry or business model, you can follow this six-step process to strategically
embrace digital marketing.
Define your goals
Goals are a necessary part of any marketing strategy, and digital marketing is no exception. The first
step is to define measurable, achievable, and relevant goals for your digital marketing campaigns that
align with your company’s objectives.
Identify your target audience
Now that you know your goals, you need to define your target audience. These are the people your
campaign will reach. Every audience is different, so it’s critical to understand the people consuming
your messaging.
Plus, the target audience varies from channel to channel, so put in the effort to understand your
followers on every platform.

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Set a budget for each digital channel
Setting a budget helps you allocate resources appropriately. This is especially important if you’re using
a mix of organic and paid advertising — you don’t want your paid channels using too much of your
budget.
Generally speaking, B2B companies have a longer buying cycle, so they might need a bigger
marketing budget. Your goals, target metrics, and existing costs will also have a big impact on your
budget.
If you have a variable budget, assign a percentage of your budget — instead of a flat dollar amount —
to each digital marketing strategy. This way, you can invest in the digital strategies that are important to
you without breaking the bank.
Select your digital marketing channels
With a budget in place, it’s time to decide which channels you’ll focus your digital marketing efforts on.
The goal is to strike a balance between paid and organic channels. While paid strategies like PPC can
garner immediate results, organic strategies like SEO come with long-term gains. Pursuing both types
of strategies will set you up for digital marketing success.
Since you know your target audience at this stage, opt for the channels they use the most. For
example, if you’re targeting Gen Z college students, you would go for platforms like TikTok instead of
Facebook. By going where your audience already is, you’ll increase your odds of connecting with the
right people.

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Optimize your digital assets for mobile
In Q1 of 2023, mobile traffic accounted for 45.49% of all internet traffic in the United States. Mobile traffic
is on track to outpace desktop traffic in the coming years, so make sure all of your marketing content
performs well on mobile devices, too — even if it was designed for a traditional browser. It’s also
important to design a seamless experience between mobile and desktop so you don’t lose users moving
between the two.
Refine your marketing efforts
Digital marketing is never truly done. It evolves over time, which is why it’s so important to monitor and
analyse your performance. Consumers and trends are never static, so you’ll need to use data to
constantly refine your strategy and remain current. Review your social media metrics, email marketing
data, and site analytics to become a leader in this high-impact, high-demand space.
Rely on a powerful platform for your digital marketing efforts
Since digital marketing channels are so accessible and affordable, marketing your business on these
platforms will give you a wider reach. Digital marketing helps you reach more people, minimize costs,
and better engage with your target audience. While there are many forms of digital marketing available
to businesses today, this variety makes it easier than ever to see results from your marketing efforts.

20. Business opportunities are like
buses. There's always another
one coming.
Richard Branson
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