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  • Rebecca Strehlow

Digital Marketing: An Overview

In this day and age, a world without the internet is unimaginable. With over 4.5 billion active users across the globe, the web has become the main hub for sharing and disseminating information - whether it’s updates about family, news in science and politics, or entertainment passed between friends.



This transition to the online world has also changed the way businesses promote their products and services. Like most things, the field of marketing has come to revolve around the web - with website creation, social media and online ads largely taking the place of billboards, cold calls and print ads.

In this guide, we’ll dive into what digital marketing is and how you can use it to promote your brand. We’ll also break down the different types of digital marketing so you can learn about the specific practices that will benefit your business.

What is digital marketing?

Digital marketing is defined as the use of digital channels to promote a product or service. The goal of this approach is to connect with customers online - the place where they spend the most time seeking information or entertainment.

Digital marketing is a broad practice, simply because there are so many online channels available. Posting on social media is a form of digital marketing, as are email marketing and blogging. Together, the promotional content on these various platforms forms a cohesive online marketing strategy. Whether you are focusing on event marketing or creating an email subscriber list, digital marketing is an incredible important facet.

Benefits of digital marketing

Every company - from large international organizations to independent brick-and-mortar stores - can gain from advertising themselves online. Here are some of the ways digital marketing can benefit your business:

  • Building brand awareness by putting your stamp on the web

  • Engaging prospective customers and generating leads

  • Deepening customer relationships and building a loyal customer base

  • Guiding customers through the marketing funnel, from the first touchpoint to the sale



Types of digital marketing

Digital marketing isn’t a single practice but, instead, is the sum of several elements. Some of the most common examples of this marketing strategy include:


Search engine optimization (SEO)

A foundational element of digital marketing, SEO is the practice of optimizing your website to rank higher in search engine results. When your website appears as a top result on Google and other search engines, people are more likely to click on your link, learn about your brand, and perhaps even become customers.


Content marketing

Closely tied to SEO, content marketing is also a core component of digital marketing. This involves creating and promoting content with the goals of building brand awareness, increasing traffic to your website, generating leads and converting customers.


Social media marketing

Another cornerstone of a strong digital marketing strategy is social media marketing. This involves promoting your brand on social channels in order to increase brand awareness, drive traffic to your website, and capture leads.


Pay per click (PPC)<