What Is Digital Marketing? An Explanation with Examples
Digital marketing is the promotion of products, services or brands through online channels and digital technologies. It helps businesses reach people where they spend much of their time: on search engines, websites, social media, email and mobile apps.
Unlike traditional marketing, such as print adverts or billboards, digital marketing can often be measured in detail. Businesses can track how many people saw an advert, clicked a link, visited a website or made a purchase. This information can help them understand what is working and improve their campaigns.
How does digital marketing work?
Digital marketing uses different online channels to attract potential customers, share useful information and encourage people to take action. That action might be buying a product, booking an appointment, signing up to a newsletter or contacting a business.
A company might use one channel or combine several. For example, a local bakery could publish recipes on its website, share photos of new products on social media and send email offers to customers who have signed up to its mailing list.
Common types of digital marketing
Search engine optimisation (SEO)
SEO is the process of improving a website so it is more likely to appear in unpaid search results. It can involve creating helpful content, making pages easier to navigate and ensuring a website works well on mobile devices.
Example: A plumbing company could publish a page explaining how to fix a dripping tap. If the page answers people’s questions clearly, it may appear when someone searches for advice. The page could also help a local customer discover the company’s services.
Pay-per-click advertising (PPC)
PPC is paid online advertising in which an advertiser typically pays when someone clicks on an advert. Search adverts can appear above or alongside organic search results, while display adverts may appear on websites and apps.
Example: A company selling running shoes could pay for an advert to appear when people search for “women’s trail running shoes”. The advert might lead directly to a page showing the relevant products.
Social media marketing
Social media marketing involves using platforms such as Instagram, Facebook, LinkedIn or TikTok to share content, build a community and promote a business. It can be organic, paid or a combination of both.
Example: A restaurant might post photos of seasonal dishes, share customer reviews and announce special events. It could also pay to show a local promotion to people in the surrounding area.
Content marketing
Content marketing means creating and sharing useful or interesting material to attract and engage an audience. Content may include articles, videos, guides, podcasts, infographics or webinars.
Example: A financial adviser could publish a plain-English guide to budgeting for a first home. The guide may help readers understand the subject and introduce them to the adviser’s services.
Email marketing
Email marketing uses email to communicate with people who have chosen to receive messages from a business. Emails might include news, useful advice, product updates or special offers.
Example: An online bookshop could send subscribers a monthly email featuring new releases in their favourite genres. The email might link to book pages on the shop’s website.
Affiliate and influencer marketing
Affiliate marketing involves partners promoting a business in return for a fee or commission, often when a sale or another agreed action takes place. Influencer marketing involves working with people who have an established audience to promote a product or service. Any paid or gifted promotion should be clearly disclosed.
Example: A gardening brand might work with a gardening creator to demonstrate a new set of tools. The creator could share a tracked link, allowing the brand to measure visits or purchases resulting from the promotion.
Why do businesses use digital marketing?
- To reach relevant audiences: Businesses can tailor messages to people based on factors such as their interests, location or previous interactions.
- To build awareness: Regular, useful content can help more people discover a brand.
- To encourage action: A campaign can guide people towards a clear next step, such as making a purchase or requesting a quote.
- To measure performance: Analytics can show how people respond to campaigns and where improvements may be needed.
- To adapt campaigns: Digital activity can often be adjusted as a business learns which messages and channels are most effective.
How is digital marketing measured?
The right measurements depend on the aim of a campaign. A business trying to raise awareness might look at reach, impressions or video views. A campaign focused on website visits might track clicks and sessions. For sales or enquiries, useful measures could include purchases, leads, conversion rate and cost per acquisition.
Numbers need to be considered in context. A high number of clicks, for instance, does not necessarily mean a campaign is successful if those visitors do not find what they need. Businesses should measure results against clear objectives and use reliable data when making decisions.
Putting the channels together
Digital marketing is often most effective when its channels support one another. A customer might first discover a business through a social media post, later find its website through a search engine, and then receive an email after signing up for updates. Each interaction can contribute to the person’s overall experience.
In short, digital marketing is a broad way of using online channels to connect with audiences and achieve business goals. Whether it involves improving a website’s search visibility, sharing useful content or running a targeted advert, the best approach starts with understanding the audience and deciding what the business wants to achieve.
What Is Digital Marketing? 6 Practical Tips with Examples
- Digital marketing promotes products or services online, such as a bakery advertising its cakes on Instagram.
- Use social media to reach customers—for example, share a short video of a new shop opening.
- Improve your website’s search visibility with useful content, such as a guide to choosing running shoes.
- Send email marketing to keep customers informed, such as a monthly newsletter with offers.
- Use online adverts to target specific audiences, such as showing local event ads to people nearby.
- Track results with analytics—for example, check how many visitors buy after clicking an advert.
Digital marketing promotes products or services online, such as a bakery advertising its cakes on Instagram.
Digital marketing is the promotion of products or services through online channels such as websites, search engines, email and social media. For example, a local bakery might post tempting photos of its cakes on Instagram, share prices and opening hours, and encourage nearby customers to visit or place an order.
Use social media to reach customers—for example, share a short video of a new shop opening.
Use social media to connect with customers and help them discover your business. For example, a new shop could share a short video of its opening, showing the space, products and celebrations. This gives local people a quick glimpse of what to expect and can encourage them to visit, share the video or follow the shop for updates.
Improve your website’s search visibility with useful content, such as a guide to choosing running shoes.
Improve your website’s search visibility by publishing useful content that answers the questions your audience is searching for. For example, a sports retailer could create a clear guide to choosing running shoes, explaining how to find the right fit and select a suitable pair for different distances or surfaces. Helpful, relevant information can make it easier for search engines to understand the page and may encourage more people to visit the website.
Send email marketing to keep customers informed, such as a monthly newsletter with offers.
Email marketing is a useful way to keep customers informed and encourage them to return. For example, a business could send a monthly newsletter to people who have signed up to receive it, sharing company news, helpful updates and special offers. Keep the emails relevant and make it easy for subscribers to unsubscribe.
Use online adverts to target specific audiences, such as showing local event ads to people nearby.
Online adverts can help businesses reach specific audiences by targeting people according to factors such as location, interests or search behaviour. For example, an organiser could promote a local food festival to people who live nearby or have shown an interest in food events. This makes the advert more relevant to its audience and can help the organiser use its marketing budget more effectively.
Track results with analytics—for example, check how many visitors buy after clicking an advert.
Track the results of your digital marketing with analytics so you can see what is working and where you could improve. For example, check how many people visit your website after clicking an advert, and how many of those visitors go on to make a purchase. Comparing these figures helps you understand whether the advert is reaching the right audience and delivering value.
Leave a Reply