About Digital Marketing

Digital marketing has become one of the most popular buzzwords in the last couple of years. Everyone is discussing digital marketing and professionals praise it’s the way to be an online business. If you type the phrase ‘digital marketing’ in Google bias, you will see there is an obvious up shift in the search technology related to digital marketing.

Universities advertise their new digital marketing system, and in general, there is a grown demand from users to learn digital marketing and use it to promote their online attendance.

In this step, we will test what is digital marketing, what are the different digital marketing channels, what is a digital marketing technique and clear out some wrong concept about digital marketing and its role on the Internet world.

What is digital marketing ?


Digital marketing is a wide term that cover all marketing process and system you can use to promote products or services on the Internet but also on electronic devices such as TVs, smart phones , laptop and electronic billboards.

Digital marketing system


Digital marketing has a number of system and these can be differentiated into online marketing system, and offline marketing system.
The main difference between the two is that online marketing system is based only on the Internet while offline marketing system have to do with digital devices that are not necessarily attached to the Internet.

Online Marketing Systems

  • Website Marketing
  • Search Engine Optimization (SEO)
  • Pay-Per-Click Advertising
  • Contant Marketing
  • E-mail Marketing
  • Social Media Marketing (SMM)
  • Affiliate Marketing
  • Inbound Marketing
  • Mobile Marketing
  • Vedio Marketing

Offline Marketing System

  • TV – Marketing
  • SMS Marketing
  • Radio Marketing
  • Billboard Marketing

Website Marketing System

A website is the central point of all digitals marketing campaigns. By itself is a very powerful system, but it’s also the medium to conduct, most of the others online marketing campaigns. Your website should illustrate your brand, products, and services in the best practical way. It should be quickly, mobile-friendly and easy to use. Once you have a website your next step is to come up with a digital marketing technique and raise your website and content with the purpose of getting more visitor and client.

Search Engine Optimization-(SEO)

Search engine optimization is the method of optimization your website for search engine . The main goal of SEO is to help a website rank higher in the search results and get organic traffic from search engine.

Search Engine Optimaization-(SEO)
SEO has a number of sub-processes. The main ones are:

  • Tecnical SEO
  • On-Page SEO
  • Off- Page SEO

Pay-Per-Click (PPC) Advertising


PPC advertising gives you the ability to reach internet users on a number of networks through paid ads.
You can set up PPC campaigns on Google, Bing, Linkedin, Twitter, Pinterest or Facebook and show your ads to people searching for terms related to your products or services.
PPC campaigns can part users based on their demographic feature (age, gender, etc) or even their particular interests or location.
Every time a user clicks on your ads, you pay a fee to the provider (and thus the term pay per click).
The most popular PPC shelf are Google Ads and Facebook.

Content Marketing

Content marketing is all about the content. The digital world is a huge collection of content in different forms like text, images, audio, and video.

The goal of a content marketing campaign is to reach potential customers through the use of content.

Content is usually published on a website and then developed through social media, email marketing, SEO or even PPC campaigns.

The difference between having a blog versus running a content marketing campaign is that the later has specific goals as to what content to publish and when to publish it, who to target, and how to monitor the effectiveness of your content campaigns.

The main tools of content marketing are:

  • Blogs
  • eBooks
  • Online Courses
  • Infographics
  • Podcasts
  • Webinars

Email Marketing

Despite the increased use of social media networks, email marketing is still one of the most effective digital marketing channels.

Email Marketing Effectiveness Statistics
Email Marketing Effectiveness Statistics
Many people confuse email marketing with the hundreds of spam email messages we all receive per day, but that’s not what email marketing is all about.

Email marketing is the medium to get in touch with your potential customers or the people interested in your brand and this entails that these people want to hear from you and you are not hijacking their inbox.

In fact, many successful online businesses and marketers use all other digital marketing channels to add leads to their email lists and then through email marketing they create a number of funnels to turn those leads into customers.

Social Media Marketing

Social media marketing has to do with reaching people in the various social networks either through content marketing campaigns (postings), paid ads or both.

The primary goal of a social media marketing campaign is brand awareness and establishing social trust but as you go deeper into social media marketing, you can use it to get leads or even as a direct sales channel.

Take for example Facebook. Facebook sales funnel consists of 3 major steps.

The top of the funnel is awareness. This is the stage where you can use Facebook ads to introduce your brand to Facebook users. Your goal at this stage is to get your ad in front of as many people as possible and gain new followers.

The second step is consideration. At this stage, your goal is to get people (that showed an interest in your brand) and pass them through the middle of the funnel and get them to visit your website, engage with your page, install your app, send you a message, etc.

The third step is conversion. This is the final step where you try to convince people that enter your funnel to convert. A conversion can be anything that has value for your business like the sale of a product or service or a visit to your store.

As you can see in the diagram above, for each funnel stage, you have a number of options as to which type of campaigns you can use.

Affiliate Marketing

Affiliate marketing is one of the oldest forms of marketing that has grown considerably with the rise of Internet usage.

Basically, with affiliate marketing, you promote other people’s products and you get a commission every time you make a sale or introduce a lead.

Many well-known companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell their products.

When designing your digital marketing strategy, you should include affiliate marketing as a way to get people involved in your brand and sell your products for a commission.

In other words, when you have a product or service to promote online, you should consider setting up an affiliate program where people can sign up and find resources and material they can use to promote your products on the Internet.

They will get a commission as a reward but the benefits for you as a provider are much more.

Your affiliates cannot only drive more sales but they can become the best representatives of your brand and positively influence other people to buy or connect with your company.

Inbound Marketing

Inbound marketing is another fancy term that refers to how you can use various digital marketing channels to reach new customers mainly through the process of content creation and how to ‘push’ them through a funnel until they convert.

Inbound Marketing Costs Per Lead
Inbound Marketing Costs Per Lead
The main weather of inbound marketing are content, attention, tendency, trust, and satisfaction.

All these weather have a single goal: to help businesses connect with their potential customers and set a system of bi-directional communication with them that will lead to more sales.

All digital marketing channels have similar sales funnels. What differs in many cases is the terminology used to describe each stage of the funnel. In general, a digital sales funnel has 3 main goals: to get people learn your brand, to get them engage with your brand (either through your website or app), and to get them to convert.

Mobile Marketing

Mobile marketing mentions to the process of reaching customers in the different mobile app stores such as Google Play, Apple app store or Amazon marketplace.

Mobile Marketing Statistics
Mobile Marketing Statistics

These app stores have thousands of apps and millions of users per day. With mobile marketing, you can promote your apps either through paid advertising or through other methods (cross-app promotions, etc.), so that they can be seen and installed by more users.

Note: Mobile marketing is not the same as having a mobile friendly version of your website.Making your website mobile friendly is a must and necessary otherwise your website won’t show up for Google searches performed on mobile.Mobile marketing is about creating an app and uploading that app to Google Play or other app stores for users to download.

Video Marketing

Video marketing system is something relatively new but recently it has become so popular that you easy cannot ignore it.

YouTube has become the second most popular search engine and a lot of users are bent to YouTube before they make a buying decision, to learn something or just to enjoy.

YouTube Statistics
YouTube is just one of the mediums you can execute Video marketing. There are so many other platforms like Facebook Videos, Instagram, Vimeo to use to run a video marketing campaign.

The best way to take advantage of video is to integrate them into your SEO, content marketing and social media marketing campaigns.

Running standalone video campaigns can be costly and does not always create a positive return on investment, but when the video is used as part of your other campaigns, the ROI is justified.

We will test some examples of how to use video marketing as part of a digital marketing technique.

Offline Marketing Channels

The channels described above are the most important element of digital marketingsystem . These are the channels that can be executed through the Internet (thus the term online marketing channels) and in many cases, it’s the only ones you need to use to have a strong online presence.

The offline digital marketing channels described below are still used but they are not suitable for all companies. For example, a small business does not have the funds to advertise on TV or electronic billboards.

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