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Increasing Global Digital Population

It’s hard to imagine a world without the Internet.

Billions of people are going digital to search for information, shopping for groceries or do their banking. That’s why businesses should follow the suit and master the digital marketing basics.

However, you can’t expect to become a digital marketing expert overnight. The field is vast and involves several concepts necessary for establishing a solid online presence and meeting consumers in the digital realm.

In this introduction to digital marketing, we’ll help you understand all the modern marketing techniques it constitutes, why they’re essential for your business, and how to use them to your advantage.

Billions of people are connected worldwide via the internet. From searching for information to shopping for groceries or banking, the internet has become an essential part of our day-to-day lives.

In fact, as of April 2022, there are over 5 billion active Internet users. That is 63% of the global population

What is Digital Marketing?

Very simply put, ‘digital marketing’ refers to all marketing efforts that take place on the Internet.

It involves promoting your products or services on digital channels such as via a website, social media, or email.

Digital marketing is also about leveraging consumer insights. It uses data to formulate marketing approaches targeted at specific market segments.

For example, checking the number of impressions of your blog posts lets you determine how many times visitors view the content. It also gives an idea of what type of topic appeals the most to viewers and tailors your content according to user behaviours.

The advantage of using data to sell online is that it allows companies to make calculated marketing decisions. Knowing who to target and where to sell online gives digital marketers the ability to estimate budget spending for a certain set of Return Of Investment (ROI) goals.

Whether it’s inbound marketing or digital marketing for clients, common KPIs for digital marketers include increasing brand awareness, lead generation and conversions across different digital marketing channels.

Digital Marketing Introduction: The Fundamentals

The role of digital marketing is to help brands gain online visibility, acquire leads, and turn leads into paying customers.


There are several digital marketing concepts that enable business to connect with prospects and attract a steady stream of customers.


Let’s dive in and explore each concept so you can start building an effective strategy!

What does a digital marketer do?

Digital marketers have different specializations, but they often work together as a team to make a campaign succeed with their ROIs. Some of the different departments include:

  • A design team to make the creative assets
  • A copywriting team to write the ads
  • A performance marketing team to create and manage paid ads

To give you a better understanding, you may refer to the diagram down. The chart shows you the various aspects influencing a website and or mobile app, plus the array of digital solutions a digital marketing agency could offer to improve those aspects.

For example, a Search Engine Optimization (SEO) Manager is responsible for overseeing the performance of websites and web pages. The manager optimizes websites by conducting regular website audits to identify technical issues to be fixed. He or she will also do regular keyword research to rank the site for certain keywords, so as to boost the position of a website (ranking) on Google’s search results page.

On the other hand, a content marketer is in charge of content marketing. He or she focuses on content development and content distribution. Examples of content creation include writing articles and electronic direct mails (EDMs) that represent a brand’s story to connect and engage with the target audience.

The content marketer often tracks web traffic using Google Analytics and also conducts keyword research in order to know the kind of content readers are looking for.

Performance marketers or advertisement specialists are also critical to many marketing campaigns.  These are the people responsible for social media marketing (social media ads) and also search engine marketing (Google’s display ads).

Here are some examples of digital marketing elements that people specialise in:

Email Marketing

Email marketing is a low-cost marketing channel that can be used by any business, from small startups to large corporations. It has been proven effective in driving conversions, generating revenue and building a loyal customer base.

In a nutshell, email marketing is a type of direct mail marketing that provides information about products and services to potential customers. Its goal is to get people interested in your business’s product/service offerings so they will purchase them.

Content Marketing

Content marketing is a digital marketing strategy that focuses on creating and distributing valuable, relevant, and consistent content to attract, acquire, and engage a clearly defined audience.  

The key objective of content marketing is to create both evergreen and timely assets that will serve as a foundation for your business’s growth.

Social Media Marketing

Social media marketing helps companies to reach customers by connecting with them on the platform through content and other promotional methods. It can also be used to develop brand awareness, increase customer engagement, and improve sales and lead generation.

The value of social media marketing can be seen in the fact that as of July 2022 there are now 4.7 billion global social media users.

Search Engine Marketing

Search engine marketing is the process of promoting your business or website by paying for advertising on search engines like Google and Bing. It’s a digital marketing technique that helps businesses rank higher in organic search results. 

Search Engine Optimisation

Search engine optimization (SEO) is the practice of optimizing a website or web page to improve its ranking in search engine results and thus increase traffic.

The first step in SEO is to create content that will attract users. The second step is to ensure that the content on your website or blog is accessible, easy to read, and relevant for users.

SEO can be used for a variety of purposes including increasing online visibility, driving traffic, making money from advertising on your site, boosting brand awareness, building authority and credibility with key influencers, and attracting new customers.

Digital Marketing Is A Crucial Part Of Any Business Strategy Now

Digital marketing is more in demand than ever.

During the COVID-19 pandemic, many businesses and individuals were forced online, triggering a digital transformation. As a result, the Internet is now being used at a rate never experienced before. 

Companies with digital solutions can easily answer customers’ queries online and are better able to grow in this post-pandemic normal. Due to their digital transformation experiences, companies are now better equipped to move forward in a digital world.

Digital marketing is likely to be a critical part of any company’s business strategy in the future. It is also evident that digital marketing is crucial for any company to remain adaptable to any market situation. The firms that cannot adapt digitally are likely to be left behind.

Wrapping Up

Now that you have a better understanding of digital marketing, it is time for you to consider how your business can transform digitally too. If you’re interested in making a digital marketing campaign for yourself or need advice on digital marketing, contact us.

To stay updated about all things digital marketing, subscribe to our newsletter!

 

Orignal publication date: 11 May, 2020
Updated: 25 November, 2022

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