On the surface, “What is digital marketing?” is a seemingly simple question, that could be answered in a seemingly simple way. However, a simple, short answer would likely be insufficient and not help someone understand it as both a concept and a function.

Digital marketing can be seen as both a concept and a function, depending on how you view it. At its conceptual level, digital marketing refers to the strategy of leveraging digital channels and technologies to promote products, services, or brands. This includes understanding online consumer behaviour, identifying target audiences, and crafting compelling content to engage them effectively. On the other hand, digital marketing also functions as a practical activity within businesses and organisations. It involves executing specific tactics and activities such as social media management, content creation, email marketing, pay-per-click advertising, and more. These functions are carried out to implement the broader digital marketing strategy and achieve measurable goals such as increased website traffic, lead generation, enquiries, or sales conversions.

In this article, we’re going to take a look at digital marketing from a functional perspective and help break down some of the activities and techniques that fall within that function.

What are Some of the Approaches to Digital Marketing?

Search Engine Optimisation (SEO)

SEO can be summarised as optimising website content and structure to rank higher in search engine results pages (SERPs) organically. SEO aims to increase online visibility and organic traffic to websites by understanding search engine algorithms and user intent. Fundamental strategies include keyword research, on-page optimisation, technical optimisation, and link building. Effective SEO involves creating high-quality, relevant content that satisfies user queries and earns backlinks from authoritative sources. It’s an ongoing process that requires monitoring and adapting to algorithm updates and changes in user behaviour. Ultimately, successful SEO drives organic traffic, boosts brand visibility, and enhances the overall user experience. Request a FREE SEO review.

Mobile Marketing

Sometimes falling heavily under the bracket of SEO, mobile marketing is the description used for marketing specifically to mobile device users. This can include creating responsive websites (websites that respond according to the type of device being used to view it from), mobile apps, SMS marketing campaigns, and location-based targeting.

Pay-Per-Click (PPC) Advertising

Pay-Per-Click (PPC) advertising is a digital marketing model where advertisers pay a fee each time their ad is clicked. Ads are displayed on search engines or other platforms, targeting specific keywords or audiences. PPC allows for precise targeting, immediate visibility, and the ability to track and measure performance effectively.

Content Marketing

Content has become somewhat of a buzzword in the past decade in the world of digital marketing. It involves creating and distributing valuable, relevant content to attract and engage target audiences. This content can take various forms, such as blog posts, videos, infographics, podcasts, social media posts, and more. The goal is to provide information, entertainment, or solutions to audience needs, building trust, community, and brand authority. Content marketing aims to drive profitable customer action, such as lead generation, conversions, and customer loyalty, by delivering valuable content consistently across multiple channels.

Social Media Marketing

As we touched on above with content marketing, social media marketing leverages social media platforms (like Facebook, Twitter, Instagram, LinkedIn, etc.) to build a brand presence, engage with audiences, share content, and drive traffic or conversions. An important function of social media marketing is to create a community and build trust in your business instead of simply using it to sell. A further strategy that has evolved through social media is influencer marketing. This involves collaborating with influential individuals or personalities on social media platforms to help promote your products or services and reach audiences authentically.

Email Marketing

Email marketing is a digital marketing strategy that involves sending targeted emails to leads or customers. These emails may include promotional content, newsletters, or personalised messages. Email marketing aims to nurture customer relationships, deliver relevant content, drive sales, and increase brand awareness through direct communication with subscribers.

Display Advertising

Digital display marketing involves placing visual ads on third-party websites or digital platforms, such as banners, images, or videos. These ads aim to increase brand visibility, drive traffic, and encourage user interaction or conversions through visual engagement strategies.

Video Marketing

Video marketing utilises videos to promote products, services, or brands. Used across various digital platforms such as social media, websites, and email campaigns, videos can range from product demonstrations and testimonials to storytelling and behind-the-scenes footage. Video marketing has recently surged in popularity due to its engaging and accessible nature. Videos capture attention quickly, convey information effectively, and appeal to audiences across various platforms. They offer versatility, enabling brands to tell compelling stories and showcase products or services creatively.

How to Measure the Efficacy of Digital Marketing

Measuring digital marketing efforts involves tracking key performance indicators (KPIs) relevant to specific goals. Metrics like website traffic, conversion rates, click-through rates, and engagement levels are commonly used. Tools like Google Analytics, social media analytics platforms, and email marketing software provide data for analysis. ROI can be calculated by comparing the cost of marketing efforts to the revenue generated. Continuous monitoring and analysis help identify successful strategies, areas for improvement, and trends, enabling marketers to refine their approach and optimise future campaigns for greater effectiveness and efficiency.

Why Should I Use Digital Marketing?

Digital marketing offers unparalleled opportunities for businesses to reach and engage with their target audiences in our digital-centric world. It enables precise targeting, cost-effectiveness, and real-time tracking of campaign performance. One of the stand-out benefits of digital marketing is its potential to achieve a global reach – it essentially breaks geographical barriers, allowing businesses to expand their market reach. The ability to create personalised communication enhances customer relationships and brand loyalty. By leveraging various digital channels and tactics, businesses can increase brand visibility, drive website traffic, generate leads, and ultimately boost sales, making digital marketing an indispensable strategy for growth and success in the modern marketplace.

Flex4OPS – Digital Marketing for Print Businesses

We are a Digital Marketing Agency with specialist knowledge of the Print Industry. We have helped countless print businesses improve their online visibility with SEO strategies, content marketing, and pay-per-click campaigns. Chat to us today to find out how we could help elevate your business through digital marketing.