The Who, What, Why & How of Digital Marketing

Marketing has always revolved around interacting with customers at the proper time and place. Today, it means meeting people where they already spend their time: on the computer. Enter digital marketing or any branding that occurs digitally.

What is digital marketing?

Digital marketing, often known as online marketing, encompasses any marketing operations conducted over the internet. Companies use online platforms to engage with present and prospective consumers, such as search engines, social networking sites, mail, and other web pages. Interaction via texts or multimedia communications also gets included. Digital marketing is critical for your company and brand exposure. Every other brand appears to have a webpage. Even if they don’t, they have a profile on social media. Modern consumers utilize online material and advertising to learn about businesses since it is widespread. You may be innovative and explore a range of marketing approaches on a limit because digital marketing has diverse possibilities and ideas. The finest digital marketers understand how each digital marketing strategy contributes to their overall goals. Advertisers can also support a massive operation using free and paid media, depending on the aims of their marketing technique. A content marketer, for instance, can write a series of blog entries that reach audiences from a newly published ebook by the company. The firm’s social media marketer may then assist in promoting these blog entries via sponsored and organic articles on the institution’s social media accounts. Perhaps the email marketer will build an email marketing campaign to offer further information about the firm to individuals who read the ebook.

How to Do Digital Marketing?

The procedure of digital marketing involves the following steps:

  • Set goals: When you initially begin digital marketing, you must establish and define your objectives since you will construct your plan differently based on those targets. For instance; supposedly, if you want to raise brand exposure, you should focus more on reaching out to new customers using social media. In any event, it’s simplest to develop a digital marketing plan after you’ve defined your company’s primary objectives.
  • Determine your core demographic: The target group may differ based on the platform or objectives for a particular product or event. For example, you may have observed that a sizeable chunk of your Instagram community is younger and enjoys hilarious memes and short videos; on the other hand, your LinkedIn network includes older specialists seeking more practical advice. You need to alter your material to cater to these various intended audiences.
  • Set aside funds for each digital platform: The funding you choose mostly gets determined by the parts of digital marketing you want to incorporate into your approach. If you’re focused on inbound strategies such as SEO, social networking, and content marketing for an established page, the bonus is that you don’t need a lot of money. The principal aim of inbound marketing is developing high-quality content that your target audience will want to read; unless you want to delegate the task, the only input you’ll need is your time. There is some cost associated with outbound strategies such as web advertising and acquiring mailing lists. What it costs is determined by the level of visibility desired due to the advertisement. For instance, if you use Google AdWords to adopt PPC, you’ll compete with other firms in your field to appear at the forefront of Google’s search results for terms related to your company. Based on the demand of the word, this might be moderately priced or incredibly expensive, which is why you should also work on increasing your organic traffic.
  • Make compelling content: Once you’ve identified your target demographic and established a budget, you can begin developing content for the different platforms you’ll utilize. This content can include social media postings, blog entries, PPC advertisements, sponsored content, email campaigns, and other forms of communication. Of course, any content you generate should be intriguing and captivating to your target audience, as the marketing material’s goal is to boost brand recognition and generate leads.
  • Perform keyword research: Digital marketing is all about attempting to reach out to specific audiences with personalized content, which can’t happen without thorough keyword research. Keyword research is essential for optimizing your site and content for SEO and ensuring that clients can access your company through search engines. Furthermore, social media keyword research may help you sell your goods or services on multiple social networks.

Why is digital marketing important?

Digital marketing enables you to connect with a bigger audience than conventional means and pinpoint customers most inclined to buy your goods or services. Furthermore, it is typically less expensive than traditional advertising and allows you to monitor progress regularly and pivot as needed. There are some significant advantages of using digital marketing:

  • Digital marketing is quantifiable: Digital marketing can provide you with a complete, end-to-end picture of all the statistics that may be important to your business, such as engagements, comments, likes, clicks, and time on the page. It is one of the most significant advantages of digital marketing.
  • You may target only the customers who are most likely to buy your product or service: In contrast, digital marketing enables you to discover and target a particular demographic, as well as give that group customized, high-converting marketing communications. For example, you may use social media targeting tools to deliver social media advertising to a specific audience based on criteria like age, gender, geography, hobbies, networks, or behaviors. You might also utilize PPC or SEO tactics to offer to advertise to people who have expressed interest in your product or service or who have searched for specific keywords related to your sector.


Any opportunity to interact with your target audience is a chance to transform a lead or gain a client. By enabling you to access prospective consumers through a multitude of platforms, digital marketing opens up a plethora of new options. It is an excellent tool to market your business, service, or product through social media platforms, webpages, text messaging, or any other online channel.