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What is Digital Marketing? Definition, Strategy, and Tools

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Digital marketing can be hard to grasp at first, but once you get the hang of it, you’ll be able to communicate better with your clients and customers while boosting your company’s sales and reputation. So what is digital marketing? Let’s break it down into its basic definition, strategies, and tools used in digital marketing today.

The digital revolution has changed the way businesses of all sizes engage with customers in the modern era, whether through their web presence, video marketing, email campaigns, or social media marketing. Though there are numerous strategies that fall under the umbrella term “digital marketing,” this guide will help you understand what digital marketing means and how you can put it to work for your business.

Here’s everything you need to know about what is digital marketing, why it matters, and how you can use it effectively.

What is Meant by Digital Marketing?

Digital marketing is the process of creating, managing, and executing a marketing plan that uses digital technologies to reach and engage customers. It includes all activities that take place online, including search engine optimization (SEO), web traffic acquisition, lead generation forms, email campaigns, social media postings, video marketing, and website design.

This type of marketing can also include the use of tracking tools to measure the success of campaigns and determine which strategies are working best. According to recent studies, most businesses have already started implementing digital marketing strategies into their business plans, with some spending upwards of $100 million each year on digital marketing alone.

What are the 4 Types of Digital Marketing?

Digital marketing has come a long way since the days of spam emails and banner ads. Today, there are four main types of digital marketing:

Search engine optimization (SEO)

A laptop showing SEO and its branches on sticky notes
SEO is one of the most important aspects of online marketing. Without it, your website and business will struggle to gain visibility and grow.

Search engine optimization is the practice of improving a website’s rankings on popular search engines. This can be done by optimizing your website for keywords relevant to your business, adding descriptive titles and metadata to your pages, and using other search engine optimization techniques.

Online advertising

Online advertising is the use of electronic advertisements on websites. These ads can be placed across all different platforms (including Google AdWords, Facebook Ads, and Twitter Ads), and can be targeted to specific demographics (such as age, gender, or interests).

Content marketing

Content marketing is the process of creating and delivering valuable, relevant content to attract and retain customers. It’s about creating an intelligent, engaging presence that informs and persuades potential customers to take action.

Social media marketing (SMM)

Social media marketing is the use of social media platforms to create, share, and distribute information. Developing a successful social media strategy involves much more than just posting updates. It requires a well-thought-out plan, engaging content, and a deep understanding of your target audience. Using a social media PPT can help you articulate and present your strategy effectively, ensuring that your message reaches and resonates with your audience.

Examples of Digital Marketing

You may ask: what is an example of digital marketing? This type of marketing encompasses a range of activities, such as creating, deploying, and managing online channels to connect with customers. Some common examples of digital marketing include:

Facebook advertising

Businessman holding a Facebook logo
Facebook advertising is an important marketing tool that can help you reach your target market.

When it comes to the topic of what is digital marketing, Facebook advertising will never be out of place. This type of advertising is a powerful way to reach your target audience on the social media platform. You can use it to drive traffic to your website or blog, as well as to create brand awareness and increase customer engagement.

Sponsored posts

Sponsored posts are a type of advertising where a company or individual pays for advertising space on a blog, website, or other online platforms. The advertisement will usually feature the company or individual’s product or service and may be accompanied by an affiliate link. Sponsored posts are often seen as an attractive option for advertisers because they provide a way to reach a large audience quickly and at no cost.

LinkedIn ads

LinkedIn ads are a great way to connect with potential customers or clients. They allow you to target people who are likely to be interested in what you have to offer, and they can help you grow your business. LinkedIn Ads also have a very high click-through rate, so you're likely to get a lot of results from them.

Google search ads

So now that you already know what are three examples of digital marketing, let’s move on to the fourth and most important one. Google search ads are online advertisements that appear on Google search results pages (SERPs). They can be placed on websites and blogs, as well as in Google Display Network (GDN) placements like video ads and rich media ads.

One of the biggest benefits to using Google search ads is that they’re incredibly effective. According to a study by SEMRush, 73% of users click on an ad that appears as a result of a Google search. This means that businesses that use Google search ads have a high chance of reaching their target audience.

Remarketing and retargeting

Remarketing and retargeting are two of the most commonly used marketing techniques today. They’re both designed to reach people who have already interacted with your brand, and then persuade them to come back.

Retargeting is when a company targets someone who has already visited their website or engaged with their product or service in some way. Remarketing, on the other hand, is when a company targets people who haven’t interacted with them yet but might be interested in what they have to offer.


Black laptop showing statistics
Infographics are even more effective than textual content when it comes to driving conversions.

Infographics are a visual representation of data. They can be created in a number of ways, but generally involve charts, graphs, and images put together to create an interesting, informative, or entertaining piece. Infographics can be used for a variety of purposes, from informing people about complex topics to simply providing a neat visual overview.

There are many different types of infographics, but some of the most popular are statistical graphics (which help to show trends), marketing graphics (which help promote products or services), and educational infographics (which help teach concepts). Whatever their purpose, infographics are always an interesting way to learn more about a topic and share that information with others.

PPC landing pages

PPC landing pages are designed to capture leads and convert them into customers. They're often used for advertising on search engines, as well as other online channels like social media. Landing pages are typically made up of two parts: the headline and the body.

The headline is what shows up when someone types your keyword in a search engine. It's important to make it catchy and compelling so people will click on it. The body, on the other hand, is where you tell people about your product or service and how they can get started. You should include images, videos, and other assets to help persuade people to take action.


Video marketing is the process of using video content to promote a product or service. Videos can be created for a variety of reasons, including to show how a product works, to build brand awareness, and to generate leads. They can also be used to communicate with customers directly. Video marketing is an effective way to reach potential customers, as well as current ones.

Conversion optimization

Conversion optimization is a process used to increase the number of conversions from a website or online advertisement. This can be done by improving the design and layout of the site, adding effective calls to action, optimizing images and videos, using personalized content, and reducing clutter. Conversion optimization is an important part of any online marketing campaign. It can help increase traffic and lead conversion rates.


Gamification example with dollar signs
Gamification not only encourages people to do things they might not otherwise do, but it can also help them learn and remember the information you want them to.

Gamification is a process of applying game mechanics to non-gaming contexts. It is being used in a number of fields, such as education, customer service, and marketing. The goal of gamification is to make a task or activity more enjoyable or rewarding. This can be done by incorporating elements of gaming into the context in which it takes place.

There are many different ways to go about this, but the end result is usually an increase in engagement and participation.

What is Digital Marketing Process?

When talking about what is digital marketing, you shouldn’t forget about the digital marketing process. Digital marketing involves designing and implementing an effective online strategy to reach and engage customers. A well-executed digital marketing plan can help your business grow, retain customers, and boost brand awareness.

Here’s a breakdown of the digital marketing process:


Digital marketing is all about planning. Without a plan, you’re likely to hit a lot of roadblocks along the way and achieve little success. A good digital marketing plan ensures your efforts are coordinated and that you’re using the right channels at the right time. There are several steps involved in creating a good digital marketing plan, so it’s important to have an idea of what you want to achieve before getting started.


Digital marketing research is the process of conducting qualitative and quantitative research to help drive business decisions. It includes understanding the target audience, researching competitors, and understanding website analytics. Research can help digital marketers create effective content, create compelling ads, and improve website design and navigation.


Digital marketing strategy is essential to the success of any online campaign. It helps determine the overall goal, objectives, and target audience for a given marketing effort. Additionally, it establishes a plan for achieving these objectives, budgeting and allocating resources accordingly, and measuring progress along the way. Ultimately, a successful digital marketing strategy leads to desired results—increased website traffic, leads generated, and sales made.


Execution in digital marketing refers to the actions and tasks that must be completed for an online campaign to be successful. These include developing targeted ads, setting up social media profiles, and creating content that leads to conversion. All of these activities must be executed seamlessly for a business to reap the benefits of a well-executed digital marketing campaign. Execution also includes monitoring and reporting on the success of the campaign.

Monitoring and evaluation

The effectiveness of a digital marketing campaign can be determined through monitoring and evaluation activities. Monitoring is the process of tracking performance indicators to determine how well a program is working. Evaluation, on the other hand, is the analysis of data collected from monitoring to determine if changes are needed to improve results.

There are three main types of monitoring: activity, performance, and outcome. Activity monitors track what a campaign is doing on an individual level (for example, how many visitors clicked on a banner ad). Performance monitors, on the other hand, compare actual results against objectives (i.e. how many leads were converted into customers).

Lastly, outcome monitors look at how the entire campaign has affected key customer outcomes (such as website visits or social media followers).


One of the most important aspects of digital marketing is adjusting the strategy as needed to ensure success. There are several factors that can affect how a campaign is implemented, such as target audience, budget, and timeline. Adjusting a digital marketing strategy involves making changes to these factors to optimize performance and reach desired results.

One common adjustment involves changing the target audience. If a campaign is aimed at attracting more people in a specific age group or with certain interests, it may be necessary to adjust the strategy so it attracts more people who meet those criteria.

Additionally, if budget constraints prohibit targeting a specific group, it may be necessary to broaden the appeal of the campaign by targeting a wider range of demographics. Timeline considerations also play an important role in adjustments.

Top Tools for Digital Marketing

There are many different tools that can be used for digital marketing, but some of the most popular include:


Hootsuite is a social media management platform for users to keep track of their various social media accounts from one location. This platform allows users to post updates, comments, and photos from one account to all other accounts that the user has logged in to. Additionally, Hootsuite provides tools for managing scheduling and messaging across all platforms.

Learn more about this platform by reading this Hootsuite review.


SocialBee is an online platform that allows users to connect with others who share their interests. It offers a variety of features, including the ability to message and chat with people, make connections based on shared interests, and find new friends. SocialBee also provides tools for members to stay connected with one another and share information.

Learn more about this tool in this SocialBee review.


BuzzSumo is a website that allows users to explore the most popular content on the web. The site provides users with data about the most shared content across social media platforms, as well as information about who’s sharing what. BuzzSumo also offers tools for users to see which content is most influential, and to discover new sources of content.

Get Started with Digital Marketing Today!

Digital ad spending worldwide in billions from 2019-2024
As forecast, the digital ad spending has been increasing and won't be stopping anytime soon. | Source: ActiveCampaign

Starting your own digital marketing campaign is a great way to get ahead of the competition and create a strong presence for your business. There are a variety of platforms and tools available to help you get started, so be sure to explore all your options before settling on a strategy.

Finally, remember to focus on building relationships with potential customers, as well as maintaining a consistent presence online. By following these tips, you can create a successful digital marketing campaign that will help your business grow.

So what are you waiting for? Get started today and see the results for yourself!

You can also check this post for an optimal digital marketing experience: “Top 10 Digital Marketing Tools for Any Business in 2022.”

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