Search Engine Optimization


03/26/2024 12:00 AM

Digital Marketing


Any form of marketing that can be measured by marketing experts, along the consumer journey and that employs electronic devices to provide promotional messaging. In practice, digital marketing typically refers to online marketing campaigns that appear on a computer, phone, tablet, or other device. It can appear in a variety of ways, such as social media postings, display adverts, online videos, search engine marketing, and sponsored social media ads. Digital marketing is sometimes contrasted with "traditional marketing" methods like direct mail, billboards, and magazine ads. Oddly, traditional marketing is typically associated with television.


What is digital marketing?

The promotion of companies to interact with potential consumers online and through other digital media is known as online, or digital, marketing. This covers the use of social media and web-based advertising in addition to text, multimedia, and email as marketing platforms.

Is digital marketing important for our business ?


Any kind of marketing can support the growth of your company. Nonetheless, the importance of digital marketing has increased due to the ease of access to digital media. In actuality, as of April 2022, there were 5 billion internet users globally.


Digital marketing techniques can be used in many different contexts—from text messaging to social media—to connect and interact with your target audience. Furthermore, because it requires little initial investment, digital marketing is a cost-effective marketing method for small businesses.


Types of digital marketing

There are as many subspecialties in the field of digital marketing as there are approaches to digital media communication. Here are a few noteworthy examples of different digital marketing techniques.

Search engine optimization

Technically speaking, search engine optimization, or SEO, is a technique for marketing rather than a kind of marketing unto itself. "The art and science of making web pages attractive to search engines" is how The Balance describes it.


The most crucial aspect of SEO is the "art and science" component. To attain the best potential rating on a search engine results page (SERP), SEO necessitates extensive research and careful consideration of numerous contributing elements, making it a science.

Today, type of element when optimizing a web page for search engines :

  • Quality of content

  • Level of user engagement

  • Mobile-friendliness

  • Number and quality of inbound link

In addition to the elements listed above, your website's back end, or technical SEO, needs to be optimized. Examples of this include URL structure, loading times, and broken links. By improving your technical SEO, you can help search engines navigate and crawl your website more efficiently.

The strategic use of these factors makes search engine optimization a science, but the unpredictability involved makes it an art.

The ultimate goal is to appear on the first page of a search engine result page. This ensures that customers can easily find your products or services when searching for a certain brand-related topic. Google dominates the global search engine business, therefore even if there are other search engines, it is often the focus of digital marketers.

There is no set formula or reliable guideline for ranking well in search engines when it comes to SEO. Anticipations cannot be guaranteed as search engines like Google and others are continuously updating their algorithms. All you can do is keep a careful eye on how your page is performing and modify your plan as necessary.


Content marketing

As mentioned, the quality of your content is a key component of an optimized page. Because of this, SEO plays a significant role in content marketing, a tactic that involves providing valuable and pertinent information to a specific audience.

As in any marketing strategy, the goal of content marketing is to attract leads that ultimately convert into customers. But in contrast to conventional advertising, it does it in a new way. Rather than tempting potential customers with the promise of value from a good or service, it provides value in the form of written content at no cost., such as:

  • Blog posts

  • E-books

  • Newsletters

  • Video or audio transcripts

  • Whitepapers

  • Infographics

Content marketing matters, and there are plenty of stats to prove it:

  • 85% of consumers expect companies to produce entertaining and helpful content experiences

  • 61% of companies that have at least 5,000 employees produce content daily

  • 93% of marketers believe that their company values content as an important asset

As effective as content marketing is,It might be challenging. Writers for content marketing must be able to draw readers in, encourage them to share the content, and encourage them to engage with the company further all while ranking highly in search engine results. When the information is pertinent, it can establish strong relationships throughout the pipeline.

To create effective content that’s highly relevant and engaging, it’s important to identify your audience. Who are you ultimately trying to reach with your content marketing efforts? You can choose the kind of content you'll produce after you have a better understanding of your audience. For your content marketing, you can utilize a variety of content formats, such as blog posts, videos, printable worksheets, and more.

It's wise to adhere to content marketing best practices while producing any kind of content. This entails producing grammatically sound, error-free, comprehensible, pertinent, and engaging material. Additionally, your material ought to funnel readers to the next stage in the pipeline, whether that’s a free consultation with a sales representative or a signup page.

Social media marketing

Social media marketing means driving traffic and brand awareness by engaging people in discussion online. Social media marketing is a useful tool for showcasing your company's culture, values, goods, and services. It can be beneficial to concentrate on social media marketing because billions of people use these platforms for social interaction.


The most popular digital platforms for social media marketing are Facebook, Twitter, and Instagram, with LinkedIn and YouTube not far behind. Ultimately, The social media channels you choose to use for your company will depend on your target market and goals. For instance, since industry professionals are active on LinkedIn, it's a smart idea to target your audience there if you want to get new leads for your FinTech firm. Conversely, if your business is a B2C catering to younger consumers, it can be more advantageous for you to conduct Instagram social media advertisements.


Because social media marketing involves active audience participation, it has become a popular way of getting attention. It's the most popular content medium for B2C digital marketers at 96%, and it's gaining ground in the B2B sphere as well. According to the Content Marketing Institute, 61% of B2B content marketers increased their use of social media this year.

Social media marketing offers built-in engagement metrics, which are extremely useful in helping you to understand how well you're reaching your audience. You get to decide which types of interactions mean the most to you, whether that means the number of shares, comments, or total clicks to your website.

It's possible that your social media marketing plan may not even aim for direct purchases. Instead of pressuring consumers to make an immediate purchase, many firms utilize social media marketing to engage in conversation with their audience. Brands that cater to elderly consumers or provide goods and services that are inappropriate for impulsive purchases are particularly prone to this. It all relies on the social media marketing objective of your business.s.

To create an effective social media marketing strategy, it’s crucial to follow best practices. Here are a few of the most important social media marketing best practices:

  • Craft high-quality and engaging content

  • Reply to comments and questions in a professional manner

  • Create a social media posting schedule

  • Post at the right time

  • Hire social media managers to support your marketing efforts

  • Know your audience and which social media channels they’re most active on

To learn more about how Mailchimp can help with your social media strategy, check out the comparison of our free social media management tools versus others.

Pay-per-click marketing

Pay-per-click, or PPC, is a form of digital marketing in which you pay a fee every time someone clicks on your digital ads. So, instead of paying a set amount to constantly run targeted ads on online marketing channels, you only pay for the ads individuals interact with. How and when people see your ad is a bit more complicated.

Search engine advertising is one of the most popular PPC models, and since Google is the most widely used search engine, a lot of companies utilize Google Ads for this kind of advertising. A search engine fills a void on a search engine results page, or SERP, with what is effectively an instantaneous auction. Each available ad is given a priority by an algorithm that considers several parameters., including:

  • Ad Quality

  • Keyword relevance

  • Landing page quality

  • Bid amount

PPC ads are then placed at the top of search engine result pages based on the factors above whenever a person searches for a specific query.

After clicking on an advertisement, viewers are expected to do one or more target actions in each PPC campaign. Conversions are what these acts are called, and they can be either transactional or non-transactional. A purchase is a conversion, but so is subscribing to a newsletter or making a call to your home office..

Whatever you choose as your target conversions, you can track them via your chosen digital marketing channels to see how your campaign is doing.

Affiliate marketing

Affiliate marketing is a digital marketing tactic that lets someone make money by promoting another person's business. You could be either the promoter or the business that works with the promoter, but the process is the same in either case.

A revenue-sharing approach is used to operate it. Every time someone buys the product you recommend, as an affiliate, you get paid a commission. You pay the affiliate for each sale they assist you in making if you are the merchant.

Some affiliate marketers choose to review the products of just 1 company, perhaps on a blog or other third-party site. Others have relationships with multiple merchants.

Whether you want to be an affiliate or find one, the first step is to make a connection with the other party. You can use digital channels designed to connect affiliates with retailers, or you can start or join a single-retailer program.

There are numerous ways to attract potential promoters to your program if you're a merchant and decide to deal directly with affiliates. You'll have to give those affiliates the resources they require for them to be successful. This covers pre-made content and marketing tools, as well as rewards for excellent performance.


Native advertising

Subtle digital marketing is what native advertising is. Its objective is to be less obviously advertising and to blend in with the information around it..

The creation of native advertising was a response to the skepticism of modern consumers toward advertisements. Many customers would assume that an advertisement is prejudiced because the person who created it is paying for it to air, leading them to disregard it..

A native ad gets around this bias by offering information or entertainment before it gets to anything promotional, downplaying the ‘ad’ aspect.

You should always explicitly mark your native advertisements. Make use of phrases like "sponsored" or "promoted." If those cues are hidden, readers may find themselves interacting with the content for a considerable amount of time before realizing it's advertising.

When your consumers know exactly what they're getting, they'll feel better about your content and your brand. Native ads are meant to be less obtrusive than traditional ads, but they’re not meant to be deceptive.

Influencer marketing

Influencer marketing, like affiliate marketing, is based on partnering with a well-known person (a celebrity, business titan, or content producer, for example) in exchange for publicity. These influencers will frequently recommend your goods or services to their followers across a variety of social media platforms.

Influencer marketing works well for B2B and B2C companies who want to reach new audiences. However, it’s important to partner with reputable influencers since they’re essentially representing your brand. The wrong influencer can tarnish the trust consumers have with your business.

Marketing automation

Software is used in marketing automation to drive digital marketing initiatives, increasing the effectiveness and relevancy of advertising. Instead of concentrating on laborious and time-consuming procedures, you can now concentrate on developing the strategy that will guide your digital marketing initiatives.

While marketing automation may seem like a luxury tool your business can do without, it can significantly improve the engagement between you and your audience.

According to statistics:

  • 90% of US consumers find personalization either “very” or “somewhat” appealing

  • 81% of consumers would like the brands they engage with to understand them better

  • 77% of companies believe in the value of real-time personalization, yet 60% struggle with it

Marketing automation lets companies keep up with the expectation of personalization. It allows brands to:

  • Collect and analyze consumer information

  • Design targeted marketing campaigns

  • Send and post-digital marketing messages at the right times to the right audiences

Many marketing automation tools use prospect engagement (or lack thereof) with a particular message to determine when and how to reach out next. This level of real-time customization means that you can effectively create an individualized marketing strategy for each customer without any additional time investment.

Mailchimp's marketing automation tools ensure you can interact with your audience via behavior-based automation, transactional emails, date-based automation, and more.

Email marketing

Email marketing works on a straightforward principle: you send a sales message and hope that your potential customer clicks on it. The implementation is far more intricate, though. You must first confirm that recipients of your emails wish to receive them. Having an opt-in list that accomplishes the following is necessary.:

  • Individualizes the content, both in the body and in the subject line

  • States clearly what kind of emails the subscriber will get

  • An email signature that offers a clear unsubscribe option

  • Integrates both transactional and promotional emails

You want your prospects to see your campaign as a valued service, not just as a promotional tool.

Email marketing is a proven, effective technique all on its own: 88% of surveyed professionals named it as their most effective lead generator.

It can be even better if you incorporate other digital marketing techniques such as marketing automation, which lets you Segment and schedule your emails so that they meet your customer's needs more effectively.

If you’re considering email marketing, here are a few tips that can help you craft great email marketing campaigns:

  • Segment your audience to send relevant campaigns to the right people

  • Ensure emails look good on mobile devices

  • Create a campaign schedule

  • Run A/B tests

Mobile Marketing

Mobile marketing is a digital marketing strategy that allows you to engage with your target audience on their mobile devices, such as smartphones and tablets. This can be via SMS and MMS messages, social media notifications, mobile app alerts, and more.

It’s crucial to ensure that all content is optimized for mobile devices. According to the Pew Research Center, 85% of Americans own a smartphone, so your marketing efforts can go a long way when you create content for computer and mobile screens.

The benefits of digital marketing

The fact that digital marketing can reach such a huge audience has contributed to its rise in popularity. But it also provides a host of other benefits that can strengthen your marketing campaign. These are just a handful of the advantages of Internet marketing.


A broad geographic reach

When you post an ad online, people can see it no matter where they are (provided you haven’t limited your ad geographically). This makes it easy to grow your business's market reach and connect with a larger audience across different digital channels.

Cost efficiency

In addition to reaching a larger audience than traditional marketing, digital marketing is also less expensive. Television commercials, newspaper ads, and other traditional marketing possibilities often have significant overhead expenditures. Additionally, they provide you less control over whether or not the communications intended for your target audiences get seen at all.


With digital marketing, you can create just 1 content piece that draws visitors to your blog as long as it's active. You can create an email marketing campaign that delivers messages to targeted customer lists on a schedule, and it's easy to change that schedule or the content if you need to do so.

When you add it all up, digital marketing gives you much more flexibility and customer contact for your ad spend.

Quantifiable results

To know whether your marketing strategy works, you have to find out how many customers it attracts and how much revenue it ultimately drives. But how do you do that with a non-digital marketing strategy?

There's always the traditional option of asking each customer, “How did you find us?"

Unfortunately, that doesn't work in all industries. Many companies don't get to have one-on-one conversations with their customers, and surveys don't always get complete results.

With digital marketing, results monitoring is simple. Digital marketing software and platforms automatically track the number of desired conversions that you get, whether that means email open rates, visits to your home page, or direct purchases.

Easier personalization

Digital marketing allows you to gather customer data in a way that offline marketing can't. Data collected digitally tends to be much more precise.

Imagine you offer financial services and want to send out special offers to internet users people who have looked at your products. You know you'll get better results if you target the offer to the person's interest, so you decide to prepare 2 campaigns. One is for young families who have looked at your life insurance products, and the other is for millennial entrepreneurs who have considered your retirement plans.

How do you gather all of that data without automated tracking? How many phone records would you have to go through? How many customer profiles? And how do you know who has or hasn't read the brochure you sent out?

With digital marketing, all of this information is already at your fingertips.

More connection with customers

Digital marketing lets you communicate with your customers in real time. More importantly, it lets them communicate with you.

Consider your social media approach. When members of your target audience view and interact with your most recent post, it's even more rewarding. Every time someone joins the conversation, it increases visibility and generates more talk about your product or service.


Interactivity benefits your customers as well. Their level of engagement increases as they become active participants in your brand's story. That sense of ownership can create a strong sense of Brand loyalty.

Easy and convenient conversions

After seeing your advertisement or content, your customers can take quick action thanks to digital marketing. The fastest outcome you can hope for with traditional advertising is a call that comes in immediately after someone reads your ad. However, how frequently does someone have the time to contact a business while they're driving, doing the dishes, or updating documents at work?


With digital marketing, they can click a link or save a blog and move along the sales funnel right away. They might not make a purchase immediately,  with you and give you a chance to interact with them further.

How to create a digital marketing strategy

For many small businesses and beginner digital marketers, gIt might be challenging to get started with digital marketing. However, by starting with the following steps, you can develop a successful digital marketing strategy to raise sales, engagement, and brand exposure.


Set SMART goals

Every marketing plan must include the establishment of SMART goals—specific, measurable, achievable, relevant, and timely. Even if you may have a lot of goals, attempt to concentrate on the ones that will advance your strategy rather than make it stand still.

Identify your audience

It's important to determine your target demographic before launching any marketing effort. The group of people you want your campaign to reach based on shared characteristics, including age, gender, demographics, or shopping habits, is known as your target audience. You can choose which digital marketing platforms to employ and what content to include in your campaigns by having a solid understanding of your target demographic.

Create a budget

With a budget, you can be sure that your money is being used wisely to achieve your objectives rather than squandering it on digital marketing avenues that might not yield the expected outcomes. When creating your budget, take into account your SMART objectives and the digital medium you intend to use.


Select your digital marketing channels

You can take use of a variety of digital marketing platforms, such as PPC advertising and content marketing. Your goals, audience, and financial constraints will often determine the digital marketing platforms you choose.

Refine your marketing efforts

After the campaign is over, be sure to review the statistics to see what went well and what needs to be improved. This enables you to develop future campaigns that are even more effective. This data is available on an easy-to-view dashboard thanks to digital technologies and software. analytics reports will help you keep track of all your marketing campaigns in one centralized location.

Digital marketing creates growth

Almost any company's entire marketing plan should have digital marketing as one of its main priorities. Nothing compares to the amount of customization that digital data can offer when it comes to being in constant contact with your customers. You'll be able to realize the growth potential of your firm to a greater extent the more you embrace the possibilities of digital marketing.