DIGITAL MARKETING: Definition, Types and, Strategies


Digital marketing is the use of the internet, mobile devices, social media, search engines, and other channels to reach consumers. Some marketers view digital marketing as an entirely new endeavor that requires a new approach to customers and a new understanding of customer behavior compared to traditional marketing.

Types of digital marketing

Website Marketing

A website is the core of all digital marketing activities. It is a very powerful channel on its own, but it is also the medium that is needed to execute a wide variety of online marketing campaigns. A website must present a brand, product, and service in a clear and memorable way. It should be fast, mobile-friendly, and easy to use.

Pay-per-click (PPC) advertising

PPC advertising allows marketers to reach Internet users on a variety of digital platforms through paid ads. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and show their ads to people searching for terms related to products or services. PPC campaigns can segment users based on their demographics (eg, age or gender) or even target their specific interests or location. The most popular PPC platforms are Google Ads and Facebook Ads.

Content marketing

The goal of content marketing is to reach potential customers through the use of content. The content is usually published on a website and then promoted through social media, email marketing, SEO, or even PPC campaigns. Content marketing tools include blogs, e-books, online courses, infographics, podcasts, and webinars.

Email Marketing

Email marketing is still one of the most effective digital marketing channels. Many people mistake email marketing for spam, but that’s not what it is. Email marketing is the way to get in touch with your potential customers or those interested in your brand.

Many digital marketers use all other digital marketing channels to add leads to their email lists and then through email marketing create customer acquisition funnels to convert those leads into customers.

Social media marketing

The main objectives of a social media marketing campaign are brand awareness and the generation of social trust. As you delve into social media marketing, you can use it to gain leads or even as a direct sales channel.

Affiliate marketing

Affiliate marketing is one of the oldest forms of marketing and the Internet has given new life to this old resource. In affiliate marketing, influencers promote other people’s products and receive a commission every time a sale is made or a lead is introduced. Many well-known companies like Amazon have affiliate programs that pay millions of dollars each month to websites that sell their products.

Video marketing

YouTube has become the second most popular search engine and many users turn to YouTube before making a purchase decision, studying, reading a review, or just relaxing. There are various video marketing platforms, including videos from Facebook, Instagram, or even TikTok to run a video marketing campaign. Businesses get the most success from video by incorporating it into SEO, content marketing, and broader social media marketing campaigns.

SMS messages

Businesses and non-profit organizations also use SMS or text messages to send information about their latest promotions or provide opportunities to willing customers. Political candidates running for public office also use SMS campaigns to spread positive information through their own platforms. As technology advances, many text-to-give campaigns also allow customers to pay directly or give through a simple text message.

Digital marketing assets

Almost anything can be a digital marketing asset. It just has to be a marketing tool that you use online. However, many people don’t know how many digital marketing assets are available to them. Here are some examples:

  • Video content (video ads, product demos, etc)
  • Your website
  • Branded assets (logos, icons, acronyms, etc)
  • Images (infographics, product shots, company photos, etc)
  • Written content (blog posts, eBooks, product descriptions, testimonials, etc)
  • Online products or tools (SaaS, calculators, interactive content, etc)
  • Reviews
  • Social media pages

What is a digital marketing strategy?

A digital marketing strategy describes a series of actions that online marketing channels use to achieve different objectives. Channels can contain owned, paid, and earned media. With a digital marketing action plan, you can create and launch your online marketing strategy successfully.

The list of digital marketing strategies is also constantly evolving. However, these are some of the strategies that most companies use:

Pay-per-click advertising

Pay-per-click (PPC) advertising is actually a broad term that covers any type of digital marketing where you pay for each user who clicks on an ad. For example, Google AdWords is a form of PPC advertising known as “paid search advertising” (which we’ll get to in a moment). Facebook Ads are another form of PPC advertising known as “paid social media advertising” (we’ll come back to this shortly).

With Google, Bing, and Yahoo, you can run text ads on your search engine results pages (SERPs). Search-based advertising is one of the best ways to target potential customers who are actively looking for a product or service like yours.

Search engine optimization (SEO)

If you don’t want to pay to appear in the SERPs, you can also use search engine optimization (SEO) to try to organically rate the pages or blog posts on your website. You don’t have to pay directly for each click, but ranking a page generally takes a lot of time and effort (see this article for a more detailed comparison of paid search and SEO).

Most social media platforms such as Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat allow you to place ads on your website. Paid advertising on social media is great for raising awareness of an audience that may not know your business, product, or service exists.

Social media marketing

Like SEO, social media marketing is the organic and free way to use social media platforms like Facebook or Twitter to market your business. And just like search engine optimization, marketing your business organically on social media takes a lot more time and effort, but can yield much better results in the long run.

Conversion rate optimization (CRO)

Conversion Rate Optimization (CRO) is the art and science of improving your online user experience. In most cases, businesses use CROs to get more conversions (leads, chats, calls, sales, etc.) from their existing website traffic.

Content marketing

Content marketing is another pretty broad term for digital marketing. Content marketing encompasses any digital marketing effort that uses content assets (blog posts, infographics, e-books, videos, etc.) to increase brand awareness or increase clicks, leads, or sales.

Native advertising

Most native promotions are included in content marketing because they use the content to attract clicks. Native advertising is often a bit difficult to spot as it is usually mixed in with recommendations for unpaid content. But that’s exactly what it’s about.

Email Marketing

Email marketing is the oldest form of online marketing and it is still going strong. Most digital marketers use email marketing to promote special offers, highlight content (often as part of content marketing), or promote an event.

Affiliate marketing

Affiliate marketing essentially pays another person (person or business) to promote your products and services on their website.

Many businesses either hire an agency to manage their digital marketing efforts or pay for an in-house marketing team and marketing automation software to meet their marketing needs.

Check out free courses on Affiliate Marketing for Beginners.

Digital marketing salary

To find out how much to spend on digital marketing, the first thing you need to do is clarify your goals. The approach to digital marketing can vary greatly depending on whether your end goal is to get clicks, conversions or leads, sales, sales, or a specific return on investment (ROI).

If you know for sure, the end goal of any marketing effort should be ROI. If your digital marketing spend is not generating profitable income for your business, why are you marketing online?

Clicks and even conversions are great, but your business doesn’t make money from clicks (in fact, you actually spend money on clicks) or conversions. Make money from sales.

With that in mind, the first thing to do is determine how many sales you want to make before committing to a digital marketing budget. Once you know this, you can use this information to determine how much advertising spend will be required to reach that revenue goal.

Digital marketing and data security

Are you aware that your digital marketing strategies can be an avenue for hackers to ruin your business and even deceive your customers? Data marketing opens plenty of doors for businesses to promote their offerings to a wider audience. However, it’s also a gateway for cybercriminals to target and attack vulnerable businesses by employing viruses and malware. Some examples of malware include bots and zombies, spyware, ransomware, worms, and viruses.

A trojan horse is also another type of malware that’s usually delivered through free downloads or email attachments. The malware is transferred to the user’s device when the free download or email is opened or downloaded. So, when you send or receive emails as part of your marketing tactic, you need to make sure they’re free from malicious codes or malware.

In addition, cybercriminals can use advertisements on websites to take over a user’s computer, steal identity, and even access online bank accounts. Malicious ads or “malvertisements” can also embed malware or viruses that can infect computers.

Because of advanced digital technology, cybercriminals also have sophisticated tactics to deceive consumers and business owners. Hence, security awareness training is necessary to avoid being victimized by hackers. Keep yourself abreast with the right information to safeguard your business data when implementing digital marketing campaigns.


Digital marketing is the marketing of the future. In addition to all the benefits we’ve discussed in this article, you can track the results of your digital marketing efforts with incredible precision. So it’s easy to see which strategies produce profitable results and which ones require some work.

Digital Marketing FAQs

How does digital marketing work?

  1. Search Engine Optimization. Every time you need to know or purchase something, the first thing you do is search it up on the Google search engine. …
  2. Pay-per-click Advertising. …
  3. Website Marketing. …
  4. Content Marketing. …
  5. Social Media Marketing. …
  6. Email Marketing. …
  7. Affiliate Marketing.

How do I become a digital marketer?

  1. Attend Networking Events. …
  2. Learn from Digital Marketing Brands and Entrepreneurs. …
  3. Connect with Like-Minded Individuals and Peers. …
  4. Find a Digital Marketing Internship. …
  5. Become a Member of a Professional Body. …
  6. Stay Up to Date on the State of Digital Marketing. …
  7. Never Stop Learning.

What is an example of digital marketing?

Digital marketing is the marketing and advertising of a business, person, product, or service using online channels, electronic devices, and digital technologies. A few examples of digital marketing include social media, email, pay-per-click (PPC), search engine optimization (SEO), and more.

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1 comment
  1. Great read regarding an overview of digital marketing as well as the benefits for continued business success. Thanks for this.

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