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By Syed Affaan Ali on January 2, 2024

What is Digital Marketing?
Types And Strategy

You need to know How to get started with digital marketing, but first, let’s discuss From Billboards to Bots.

The promotion and sale of goods and services using online channels such as websites, social media, search engines, mobile applications, and email is known as digital marketing, which is the modernization of classic marketing concepts.

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From Billboards to Bots.

It would help if you acknowledged about

Traditional marketing: (old school) Billboards, TV commercials, magazine ads, flyers, and cold calls. It's a one-way street, blasting out messages to a broad audience in the hope of reaching someone interested.

Digital marketing: Engaging with potential customers where they already spend their time online. It's more like a two-way conversation, using targeted content, interactive tools, and personalized experiences to attract and convert leads.

A huge and growing market: The internet itself has been expanding nonstop. an increasing number of websites and users are connecting to the Internet, which is a huge plus for marketing.

By June 2022 that figure.
Figure 1.1 The global distribution of the world’s 7.93 billion internet users by region (according to Internet World Stats June 2022,)

Here are some interesting stats about internet users

Illustration in Pie chart

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SOURCE: Internet world stats BASIS: 7,932,791,734 internet users on June 2022

If you're a business owner, digital marketing is essential for your success. It's the only way to reach your target audience where they spend their time and build lasting relationships with them.

So, are you ready to take your business digital?

Digital Marketing: Key Points

  • Digital marketing promotes a good or service through digital platforms.
  • Businesses may connect with, interact with, and eventually become customers by using digital marketing tactics and strategies.
  • SEO, PPC, social media, content, and using offline, traditional media for advertising are a few examples of digital marketing.
  • TV, radio, and out-of-home advertising are examples of offline digital marketing.
  • Digital marketing strategies that include online and offline channels must be combined.

What Is Digital Marketing?

Digital marketing is the practice of promoting goods and services through the use of digital devices and technology.

To put it simply, it's a strategy for using digital platforms to promote your company online. To reach customers, it could be through search engine optimization (SEO), social media, email marketing, website or landing page setup, mobile app development, or online advertising. This broad phrase also refers to advertising on digital platforms like radio and television.

To boost engagement, click-throughs, and conversions, your brand's visibility and exposure online are increased through effective digital marketing.

Now that you are aware of what digital marketing is, so let's proceed and know the types of digital marketing.

Types of Digital Marketing

As a large portion of the population, you have probably used digital marketing if you own a computer or smartphone. It might be an influencer post on Instagram, an advertisement on Facebook, a text message delivered to your phone, an email in your inbox, or a Google search result. As you can see, there are several subfields within the broad field of internet marketing. But the fundamental types of digital marketing are as follows:

Search Engine Optimization (SEO)

By modifying your content to better fit Google's search algorithm, SEO helps your website appear on Google's first page. Because Google constantly modifies its algorithm for determining which pages are the best, you will need to continuously change your strategy. When you do this correctly, more people visit your page and it becomes more discoverable. Simply keep informed and adjust your approach as Google modifies its policies.


When compared to PPC, it is more affordable.


SEO depends on content and tech.

Search Engine Marketing/Pay-per-Click

The term "search engine marketing," or SEM , describes the sponsored links that show up at the top of the SERP . It's called "pay-per-click" since the price of these advertisements is usually determined by how many clicks, they receive. Because Google is the most widely used search engine, many businesses utilize Google Ads for search engine advertising, which is one of the most popular forms of PPC. A search engine fills a slot on a search engine results page (SERP) with what is effectively an instantaneous auction. Every available ad is given priority by an algorithm that takes into account several parameters, such as:

  • Ad quality
  • Keyword relevance
  • Landing page quality
  • Bid amount

PPC advertisements are subsequently positioned at the top of search engine result pages for a particular query, taking into account the parameters mentioned above.


It helps attain a top rank quickly.


It can often be expensive to target popular keywords.

Content Marketing

Informational and helpful content such as blog articles, videos, and other instructional resources are referred to as content marketing. You can interact with your audience and address their concerns by using this kind of marketing. Additionally, it can aid in lead generation and closing deals.

Regular content publication should keep the intended audience in building credibility in the market is possible for your firm through the regular distribution of high-quality and reliable information. When it comes to the newest developments in your sector, you want your audience to come to you first.


Content is a flexible choice. By informing, amusing, and motivating the audience, it helps you to establish your brand.


Reliability and excellence are essential for efficacy. To achieve your branding goals and satisfy your client's needs, your content must also meet your business objectives.

aos="fade-right" aos-duration="1500"Social Media Marketing

Using social media platforms as a digital marketing tool is known as social media marketing. To advertise new items, sales, or just released content, you can make posts on any social media platform where you have a business profile. Alternatively, you can purchase advertisements to reach out to new audiences.

Your selection of a social media platform will hinge on the demographic you intend to target. For example, according to Pew Research, Instagram is best for reaching audiences between the ages of 25 and 29, while those 65+ can be best achieved through Facebook. , according to Pew Research.


It has high conversion rates.


Social media posting may appear simple, but to do it regularly and successfully, strategic planning and time commitment are needed.

Affiliate and Influencer Marketing

Engaging with an influencer's or affiliate's current audience can help you reach a wider audience. Try to collaborate with someone well-known and respected in your sector to create a successful affiliate/influencer connection. They can write content that promotes your company or item and provide a link to your website. The influencer or affiliate will be paid a kickback each time a sale is made or a link is clicked.


Being friends with a well-known figure allows you to gain real fans and clients.


Influencers are becoming less trustworthy; therefore, you should be cautious and transparent about paying them to promote your brand.

Email Marketing

Provide an email subscription list invitation to everybody who visits your website or place of business. Emails regarding deals, promotions, or new product releases may be sent with their consent. In fact, Lyfe Marketing estimates that for every $1 invested in email marketing, $40 in revenue is generated. Email marketing is frequently underestimated.


This is one of many types of digital marketing that doesn't depend on shifting algorithms.


Customers often don't read their emails.

Online PR and Reputation Management

It has to do with controlling an organization's internet image. This include keeping an eye on social media, answering queries from clients, and maintaining a great online reputation. An effective approach fosters trust and addresses any unfavorable comments or problems.

Instant Message Marketing

Instant messaging marketing is a kind of marketing that uses messaging apps and platforms such as WhatsApp, Facebook Messenger, and Slack to establish real-time connections with customers. Companies can use these platforms to communicate with customers directly, send promotional messages, and have personalized conversations. Instant messaging improves customer experience and boosts sales.

How To Create A Digital Marketing Strategy

For newcomers and small enterprises, getting started with digital marketing can be challenging. However, using these actions as a foundation, you can develop a solid strategy to increase sales, engagement, and brand exposure.

Set Smart Goals

Set smart goals for your marketing strategy. Focus on the ones that push your strategy forward instead of keeping it stuck.

Identify Your Audience

Before launching a marketing effort, understand your target audience. Determine your target audience by taking into account variables such as age, gender, and purchasing patterns. This aids in the selection of appropriate digital platforms and the production of successful campaign material.

Make A Financial Plan

Make sensible use of your budget by concentrating on your objectives and selecting the appropriate digital platforms to prevent overspending and unsatisfactory outcomes.

Decide Which Digital Marketing Platforms To Use

The digital marketing channels that you choose, such as PPC and content marketing, will rely on your budget, your target audience, and your desired results.

Boost Your Marketing Efforts

To identify campaign accomplishments and areas for improvement, make sure you conduct a thorough post-execution analysis of the data. For future campaigns to be more successfully created, this approach is essential. You can easily access comprehensive data on a single dashboard by utilizing digital tools and software, including Techascot digital marketing analytics reports. This helps you make informed decisions and refine your strategies.

Growth Is Produced by Digital Marketing

Digital marketing should be the primary emphasis of any company. Via digital data, it provides individualized experiences and enables consistent consumer communication. Your business has the potential to expand if you fully embrace digital marketing.

Does Digital Marketing Work for All Businesses?

Digital marketing is incredibly versatile, fitting any business regardless of its niche or size. Its fundamental goal is to grasp consumer needs and provide them with high-quality, relevant content. The subsequent discussion explores how digital marketing effectively operates within two primary sectors of business.

B2B in Digital Marketing

B2B digital marketing focuses on building relationships and driving business-to-business sales through online channels. It prioritizes trust, expertise, and lasting relationships through valuable content and personalized communication. B2B buyers seek partners, emphasizing the importance of understanding in your marketing strategy.

B2C in Digital Marketing

B2C stands for "Business-to-Consumer." It refers to commerce transactions where businesses sell products or services directly to individual consumers. In a B2C model, the business is the seller, and the end-users are the buyers. Examples of B2C transactions include online retail, services like streaming platforms, and any business that sells goods or services directly to individual customers. B2C marketing strategies often focus on reaching a broad consumer audience and building brand awareness to drive sales.

Why is Digital Marketing important?

80% of consumers are more likely to do business with a company if they offer personalized experiences (McKinsey & Company, 2020). Digital marketing fosters such personalization through targeted content and interactions.

71% of consumers who have had a positive social media experience with a brand are more likely to recommend it to others (Sprout Social, 2023). Social media engagement builds brand loyalty and advocacy.

What’s the Difference Between Inbound Marketing and Digital Marketing?

Inbound Marketing

Like a magnet, inbound marketing draws in its target audience organically. Content creators produce eye-catching material, which consumers discover naturally and without coercion. It's a kind and non-intrusive method of getting in front of the intended audience.

Digital Marketing

Digital marketing may or may not involve inbound marketing. You're utilizing an inbound marketing strategy if you produce outstanding content for your website that entices users to become clients. On the other hand, advertising on search engines or social media amounts to pressuring the viewer to see your content, which is not an inbound approach.


At this point, you should have a comprehensive understanding of digital marketing and its potential to contribute to your business's success in today's competitive environment. No matter what your goals or budget are, by following the instructions in this article, you can create a digital marketing strategy and start interacting with new audiences.

Recall that digital marketing is an ongoing activity that calls for optimization and learning. Take advantage of new and old tools to stay on top of the game.


A digital marketing agency is a company that specializes in helping businesses promote themselves and their products or services online. They use a variety of digital marketing channels and techniques, such as search engine optimization (SEO), social media marketing (SMM), pay-per-click (PPC) advertising, email marketing, content marketing, and more.
Think of SEO as the secret sauce that helps search engines like Google understand your website and rank it higher for relevant searches. The higher you rank, the more eyeballs (and potential customers) you get! It's like optimizing your website so it speaks the language of search engines, making it easier for them to find and show you off.
Businesses monitor metrics such as website traffic, social media engagement, and conversion rates to determine the effectiveness of their digital marketing. They can determine whether their approach is generating more interest, conversions, and repeat business by analyzing this data. For this, free resources like Google Analytics can come in useful.
Essential digital marketing skills include proficiency in social media, content creation, data analysis, SEO, PPC advertising, email marketing, and a good understanding of digital tools and technologies.

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