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What Is Digital Marketing? The Ultimate Guide

Mene Mestanas

Updated: Sep 16, 2024



Digital marketing is the practice of promoting products or services using digital channels like social media, search engines, and email. Unlike traditional marketing, it allows businesses to target specific audiences more effectively and measure results in real-time. In this article, we will explore what is digital marketing, the main types of digital marketing, its advantages, and best practices to help you succeed.


Key Takeaways


  • Digital marketing connects businesses with specific audience segments through cost-effective online channels, enhancing flexibility and engagement compared to traditional marketing methods.

  • Key digital marketing strategies include SEO, PPC, content marketing, social media marketing, email marketing, and influencer marketing, each offering unique opportunities for audience engagement.

  • The effectiveness of digital marketing is characterised by measurable results and enhanced customer engagement through real-time communication, personalised content, and robust data analytics.




Understanding Digital Marketing


Digital marketing involves utilising digital channels for product and service promotion. It focuses on reaching audiences through online platforms. This includes various strategies such as search engine optimisation (SEO), content marketing, and social media marketing. Unlike traditional marketing, which often involves higher costs and broader, less targeted reach, digital marketing allows businesses to connect with specific audience segments more efficiently and cost-effectively.


One of the key advantages of digital marketing is its flexibility. Businesses can target specific prospects and tailor their marketing messages to meet the needs and preferences of different audience segments. This personalised approach not only enhances communication but also drives better engagement and conversion rates.


Additionally, digital marketing efforts can be measured in real-time, allowing businesses to adjust their strategies based on performance data.


With the ability to break geographical barriers and reach a global audience, digital marketing has become an indispensable element of modern business strategy. Utilising digital technologies allows companies to create more effective marketing campaigns, build brand awareness, and drive sales.



Key Types of Digital Marketing


Digital marketing channels refer to the online platforms and methods businesses use to reach consumers. These channels include social media, SEO, paid search, and email marketing. Each channel offers unique opportunities and employs various tactics to engage and convert audiences.


A closer look at specific types of digital marketing reveals the roles and effectiveness of SEO, PPC advertising, content marketing, social media marketing, email marketing, and influencer marketing in a comprehensive strategy.


1) Search Engine Optimisation (SEO)


Search engine optimisation (SEO) is the process of optimising website content to rank higher in search engines results, driving organic traffic to the site. The primary goal of SEO is to appear on the first page of search engine results, as 67.6% of clicks come from the first five results on search engine results pages (1).


Effective SEO involves various components, including keyword research, on-page optimisation, and technical SEO. Focusing on these areas helps businesses improve search engine rankings, attract more visitors, and convert them into customers.


2) Pay-Per-Click Advertising (PPC)


Pay-per-click (PPC) advertising involves placing paid ads that drive traffic to websites, with advertisers charged per click. PPC ads can appear prominently at the top of search results based on an auction system, increasing visibility and engagement.


Strategic bidding on competitive keywords is crucial for maximising return on investment and minimising costs in PPC advertising. Platforms like Google Ads, Bing Ads, Facebook Ads, and YouTube Ads offer robust PPC options, allowing businesses to target specific audience segments and achieve their marketing goals.


Recent statistics suggest that, with an effective PPC campaign, businesses can yield a 200% ROI - or £2 for every £1 spent (2). 


3) Content Marketing


Content marketing is a prominent element in just about any marketing strategy. A recent survey suggests that around 50% of marketers plan to increase their investment in content marketing in 2024 (3).


Content marketing strategy involves creating valuable content to attract and engage customers. This includes various types of content such as emails, blog posts, infographics, and videos. The primary goal of content marketing is to educate and provide value to readers, ultimately driving customer action and loyalty.


To be effective, content marketing requires a deep understanding of the target audience and alignment with their interests and needs. Creating relevant and compelling content helps businesses establish themselves as industry leaders and build strong relationships with their audience.


4) Social Media Marketing


With billions of users globally (4), social media is becoming more and more prevalent in most businesses’ digital strategies. Recent statistics suggest that Facebook has 3 billion monthly active users (5), Instagram has 2 billion monthly active users (6), LinkedIn has 1 billion monthly active users (7), and X or Twitter has 500 million monthly active users (8). 


Social media marketing leverages these platforms to promote brands and engage with target audiences. The primary goal is to build relationships and encourage participation, making it a powerful tool for brand promotion and customer engagement.


Effective social media marketing involves:

  1. Developing a strategy for content sharing

  2. Establishing a posting schedule

  3. Ensuring that content is posted consistently and resonates with the audience

  4. Creating visually appealing content that considers mobile user dimensions and text visibility


Platforms like Instagram and TikTok are particularly effective for marketing consumer goods and services, thanks to their focus on video and image formats. Promoting content through these platforms and some of the others mentioned above significantly expands audience reach and increases brand visibility.