Digital Marketing: A Deep Insight into Strategies

Over the past few years, digital marketing has begun to take over the field of marketing. However, traditional marketers and old-school companies have had a hard time adapting to the changing world of internet marketing as customers, leads, and clients become more savvy in this new environment. However, firms can not

Digital marketing refers to the promotion of products or services through digital devices and technology. In short, digital marketing is any kind of marketing that takes place online and includes mobile, laptop, internet among others; in addition to digital signage and technology which may not be connected to the internet. It ranges from anything as complicated as automated email marketing campaigns right down to the content selections on your website’s blog.

A digital strategy is a must for marketers to take benefit from the online world through online advertising, brand development, great customer experience that leads more potential customers and so on. Digital marketing strategy enables you to use the different digital channels which include social media, pay-per-click, search engine optimization and email marketing to communicate with both existing customers and potential consumers. Therefore, you can create a brand, offer an excellent consumer experience, attract leads among other things.

Now that you know what digital marketing is, let us continue and discuss its types.

What is digital marketing?

Digital marketing or online marketing refers to the use of internet and other digital communication platforms to promote brands with a view of making contacts. These include not only email, social media, and online advertising but also messages as a marketing channel.

In short, if a marketing campaign uses digital communication it is termed as digital marketing.

Inbound marketing versus digital marketing

Digital marketing and inbound marketing often get confusing. Many of the tools that digital marketing uses are similar to those used by inbound marketing, such as email and online content. They both are used to attract the attention of prospects and make them into customers along the buyer’s journey. However, the 2 approaches have different perspectives on the connection between tool and goal.

Digital marketing is used to define how individual tools or digital channels can turn prospects into customers. A brand’s digital marketing strategy could use several platforms or only one. For instance, a business may focus on social media content and email marketing campaigns instead of other digital marketing elements.

In contrast, inbound marketing is a holistic idea. It takes the target first, looks at the available means and finally, which stage of sales funnel that should take place. For instance, let’s assume that you want to increase web traffic in order to create more leads and opportunities. With content marketing strategy development, you can pay attention to search engine optimization, which will lead to the production of optimized materials such as blogs and landing pages.

The key thing to understand about digital marketing and inbound marketing is that as a marketer, you do not have to pick one or the other. In truth, they are complementary. Digital marketing becomes effective with the structure and purpose that inbound marketing provides to digital channels, ensuring that each digital marketing channel leads to a specific goal.

Why is digital marketing important?

Regardless of the type of marketing, your business will grow. On the other hand, digital marketing is becoming more important as access to digital channels becomes easier. In reality, 5 billion internet users were recorded worldwide in April of 2022.

Through social media, text messages among other ways digital marketing strategies can be used to reach out to your intended audience. Moreover, digital marketing has low initial investments that make it one of the most cost-effective approaches for a small business.

B2B versus B2C digital marketing

Both B2B and B2C companies benefit from digital marketing strategies, but there are major differences in best practices between the 2. Let’s take a closer look at how digital marketing is incorporated into B2B and B2C marketing strategies.

B2B clients take a longer time to make decisions, so they have long sales funnels. Building relationships are more effective among these clients but B2C consumers react better to short-term offers and messages.

The fundamental feature of B2B transactions is logic and evidence that the skilled B2B digital marketers present. B2C content is more likely to be emotional, aimed at making the customer feel good about a purchase.

B2B decisions generally involve the input from more than 1 person. The most effective marketing materials used for such decisions are those that can be shared and downloaded. However, B2C customers prefer personal relations with a brand.

Naturally, there is an exception to every rule. Some content might be more informative and serious if the B2C company has a high-ticket product, for example cars or computers. Therefore, your digital marketing approach should be tailored towards serving specifically customers rather than general customer regardless whether you are targeting B2B or B2C.

Analyze the existing audience in order to develop effective and relevant online ads. That way, your marketing works and you get the attention of potential customers.

Types of digital marketing

There are as many specializations in digital marketing just like the number of ways of communicating using online communication mediums. While the below listed are just a few of types of digital marketing tactics.

  1. Search engine optimization

SEO is a technical marketing tool rather than an actual form of marketing. In the Balance, it is defined as “the art and science of designing web pages that appeal to search engines.”

The section of art and science in SEO is the most essential. SEO can be considered a science because it needs you to research and consider various factors that contribute in order for an attempt at achieving the best rank as possible on the search engine results page (SERP)Today, the most important elements to consider when optimizing a web page for search engines include:

Quality of content

Level of user engagement


The number and quality of inbound links.

Apart from the abovementioned elements, you need to work on technical SEO which constitutes of all back-end components preceding your website. This involves URL structure, loading times and broken links. Technical SEO optimization can allow search engines crawl your site in a better manner.

All the factors used strategically in SEO make it a science, but its unpredictability turns an art. Ultimately, one must aim at the position of being ranked first on a search engine’s page. This makes it possible for people looking to search a specific query associated with your brand finding few products or services. Though there are numerous search engines, digital marketers usually target Google as it is the world’s top player in the market for these tools.

The issue with SEO is that there aren’t any quantitative scale or standard norm for leading on search engines. Google and other search engines are constantly changing the algorithm, so it would be impossible to predict precisely what will happen. What you can do is keep close tabs on your page and adjust how it works as needed.

2. Content marketing

It is mentioned that the quality of your content correlates with an optimized page. This has made SEO to play a significant role in content marketing, the strategy that involves dissemination of relevant and valuable information for an intended audience.

Like any marketing campaign, the aim of content is to create leads that then become customers. However, it does so in a different way than usual advertising.Instead of enticing prospects with potential value from a product or service, it offers value for free in the form of written material, such as:

Blog posts



Video or audio transcripts



Content marketing matters, and there are plenty of stats to prove it:

84% of consumers are already anticipating that companies will deliver entertaining and useful content experiences.

Companies that have over 5,00 employs produce content on a daily basis at the rate of sixty-two percent.

92% marketers are sure that their company appreciates content as a valuable asset.

Content marketing is so effective but tricky at the same time. Content marketing writers have to perform well in search results but also capture people’s interest so that they will read the content, share it and interact more with the brand. When the content is timely, it can forge powerful links across the entire pipeline.

One must identify their audience in order to develop top-notch yet very specific content. Who are actually the end users of your content marketing? By defining your audience better, you can understand the kind of content that will interest them. Many different contents’ forms can be used in content marketing such as videos, blog posts, printable worksheets and so on.

Whether you are creating content marketing or any other form of content, it is advisable to follow the best practices in relation to what works and does not work. This refers to creation of error free, grammatically correct content that is easy to read and understand in context. Your material also needs to direct readers into the next stage in the pipeline – a free consultation with an sales representative or a sign up page.

3. Social media marketing

In other words, social media marketing involves steering traffic and brand awareness by stimulating those who exchange views within online forums. Social media marketing can help you to promote your brand, products, services as well as culture of the company. Marketing through social media becomes relevant due to the fact that millions of people spend a lot in their time engaging on various platforms.

Facebook, Twitter and Instagram are the leaders digital channels for social media marketing followed by LinkedIn & YouTube. However, your choice of social media platforms for use in business depends on what you wish to achieve and who the target audience is. For instance, if you would like to discover new leads for your FinTech startup LinkedIn is a good channel of reaching out since financial professionals are active on the platform. Alternatively, it might be beneficial to you brand running social media ads on Instagram if there is a B2C focus that targets younger customers.

Due to audience involvement in social media marketing, this approach has gained popularity. It’s the top choice among B2C digital marketers at 96%, and it is taking root in the B2B space too. As per Content Marketing Institute, 61% of B2B content marketers turned to social media this year.

Social media marketing provides inherent engagement metrics, which are extremely informative with regard to understanding efficacy of the target audience reach. You decide on the types of interactions that matter more to you whether it is shares, comments or total counts directed at your website.

Going straight for the direct purchase may not even be an objective of your social media marketing strategy. Most brands use social media marketing as a means of initiating conversations with their audiences instead not trying to entice them into spending on an immediate basis. This is more prevalent in brands whose target audience consists of older people or provide products and services not suited for impulsive purchases. It all boils down to the goals of your company on social media marketing.

The true essence of this social media marketing strategy lies in adherence to the best practices. Here are a few of the most important social media marketing best practices:

Create high-quality and interesting content

Respond to comments and questions in a professional tone.

Prepare a social media posting plan

Post at the right time

Employ social media managers to help with your marketing initiatives

Know who your audience is and what social media channels they are most active on.

For more information on how Mailchimp may assist you with your social media plan, see the comparison of free socials management tools versus other options.

4. Pay-per-click marketing

Pay per click, known as PPC advertising is a form of marketing in which you have to pay whenever someone clicks on your digital ads. Therefore, this is why pay per click rather than pays a set amount to run targeted ads on various online marketing channels continuously. When and how people see your ad is a bit more complicated.

The most common form of PPC is search engine advertising whereby many firms rely on Google Ads due to its popularity. When there is a vacant space on the conclusion SERP, or search engine results page, one of such results are presented with an instant auction.An algorithm prioritizes each available ad based on a number of factors, including:

Ad quality

Keyword relevance

Landing page quality

Bid amount

As soon as a person makes a query on the search engine, relevant PPC ads are placed atop of the result pages based on these factors.

S PPC campaign has one or more target actions viewers are supposed to carry out after clicking an ad, and they’re known as conversions that can be either transactional or non-transactional. Conversion encompasses every purchase made, but it also refers to newsletter sign-ups or calls directed towards your home office. Whatever you select as your target conversions, those can be tracked via the chosen digital marketing channels to see how a campaign is doing.

5. Affiliate marketing

Affiliate marketing is one of the digital marketing strategies through which you can earn money by promoting someone else’s business. You could be either the promoter or a business dealing with this type of promotion and in both cases, it goes about the same process.

It operates under a revenue sharing mechanism. If you are an affiliate, each time someone buys the product that you have recommended there is a commission received. If you are the merchant, you pay affiliates for every sale they help to make.

Some people prefer to review the products of only 1 company on either a blog or some other third-party site. Some have relationships with several merchants. The initial stage in the process of either becoming an affiliate or finding one is to establish contact with that party. Either, you may employ digital channels aimed at linking affiliates and retailers or create/join a single-retailer affiliate program.

As a retailer, when you decide to work with affiliates directly there are various things that can render your program attractive for potential promoters. Affiliate will require provision of tools that enable them to succeed. Those include rewards for excellent performance, marketing tools and ready-made materials.

6. Native advertising

Native advertising is digital marketing disguised. Its purpose is to disappear into its surrounding content so that it’s not as obvious an advertisement.

Native advertising is a response to the modern-day skepticism toward ads. Because people realize that one who writes an advertisement pays for airing it, many consumers will conclude that the ad is biased and ignore it.

Such a bias is bypassed using a native ad, which presents the information or entertainment before it gets to anything promotional and reducing the “ad” component. Labeling of your native advertisements should always be clear at all times. Such terms as ‘promoted’ or ‘sponsored’. If these indicators are not mentioned, they might spend a considerable amount of time interacting with the content before realizing that it is an ad.

This is because it will ensure that the consumers know precisely what they are getting out of your content as well as from your brand. The purpose of native ads is to be less intrusive than conventional advertisements, but not false.

7. Influencer marketing

And as with affiliate marketing, influencer marketing involves partnering up to get exposure via an ‘influential’ person often a celebrity or expert in the field but could also be any recognized content creator. These influencers will share your products or services to their large audience on different social media platforms.

Influencer marketing is a working strategy for both B2B and B2C businesses that seek to attract new audiences. Nevertheless, you need to work with reliable influencers as they are basically your brand ambassadors. The choice of the wrong influencer can undermine consumer trust in your business.

8. Email marketing

Email marketing is straightforward- you send an email with a promotional message and hope that your prospect will click. On the other hand, implementation is far more complicated. To begin with, you need to ensure that your emails are desired.This means having an opt-in list that does the following:

Personalized the content, both in terms of its text and subject line.

Hereby, states what kind of emails the subscriber will receive.

An email signature that has an easy unsubscribe option.

Combines transactional and promotional emails.

You want your prospects to think of your campaign as a valued service, not only promotional tool.

Email marketing is a proven, effective technique all on its own: Eighty-nine percent of surveyed professionals rated it as their overall best lead generator. It can be even better with the incorporation of other digital marketing techniques such as Marketing automation in a way that will enable you to segment and schedule your email so that it meets your customers’ needs.

If you’re considering email marketing, here are a few tips that can help you craft great email marketing campaigns:

Segment your audience to send targeted campaigns on the right people.

Make mobile-friendly e mails.

Create a campaign schedule

Run A/B tests

9. Mobile marketing

Mobile marketing is a type of digital-based advertising that enables you to communicate with your target market via mobile devices. This could be through SMS and MMS messages, social media notifications, mobile app alerts as well as others. Mobile optimization is critical in this case. Pew Research Center statistics have shown that 85% of Americans already own smartphones; hence, the marketing strategies can make a huge success if they create contents for computers and mobile screens.

Marketing automation

Marketing automation is software that drives digital marketing campaigns leading to more relevance and efficiency of advertising. Consequently, you can concentrate on the strategy behind your digital marketing rather than boring and tedious processes.

Although, marketing automation sounds like an unnecessary luxury item your business can live without, it helps dramatically increase communication between you and the audience.

According to statistics:

Over 90% of US consumers consider the level of personalization to be quite or slightly attractive.

81% of the consumers would like better understanding from brands they interact with

Despite the fact that 77% of companies embrace real-time personalization, there is a gap between this value and its application with only 60% able to deliver on it.

Marketing automation allows companies to maintain the requirement for personalization.It allows brands to:

Collect and analyze consumer information

Design targeted marketing campaigns

The digital marketing messages should be send and posts at the right time to reach out the audience.

For many marketing automation tools, the next contact is determined based on whether a prospect engages with a given message. This kind of real-time customization allows you to personalize your marketing strategy for each customer without putting extra time into it.

Mail chimp’s marketing automation tools will help you interact with your audience through behavior-based automations, transactional emails, date based and other types of automated mails.

The benefits of digital marketing

Digital marketing has become popular mostly because it can be accessed by many people. But it also provides many other benefits that can improve your marketing activities. The foregoing are some of the advantages of digital marketing.

Global Reach:

Digital marketing eliminates the geographical boundaries, giving businesses an international reach. This wide coverage provides access to potential markets and opportunities for global expansion.


Digital marketing is usually more cost-effective than traditional means of advertising. Online platforms provide various cost-effective choices, and the targeting makes it possible to bring a higher return on investment.

Measurable Results:

Digital marketing has the detailed analytics and insights into campaign performance. Indicators including traffic to the website, conversion rates and most importantly engagement can be measured in real-time allowing for informed decision making.

Targeted Advertising:

Accuracy in targeting is what defines digital marketing. Advertisers can tailor their campaigns to specific groups, interests and behaviors hence the right message is given.

Interactivity and Engagement:

Digital marketing facilitates the interaction with an audience. For instance, social media promotes interaction through comments likes and shares which creates a circle of affiliation around the brand.


Customer experience is improved by personalized marketing messages received by users based on their behavior and preferences. Email campaigns, content suggestions and targeted advertising support a more personalized approach.

Real-Time Communication:

The use of digital channels allows for instant interaction between businesses and their audience. Prompt answers to queries, timely updates and interactive materials help create a vibrant brand presence that responds quickly.

Brand Building and Awareness:

The constant and directed involvement of digital marketing boosts the processes of building a brand and increasing its recognition. Digital marketing in the form of social media, content marketing and online advertising allows for a powerful brand recognition.

Flexibility and Agility:

Digital marketing campaigns can be tweaked and tuned in real time. This agility enables companies to react swiftly in the face of evolving market conditions, emerging trends or changing consumers’ preferences.

Higher Conversion Rates:

Digital marketing usually leads to increased conversion rates achieved with a combination of targeted campaigns that include personalized messaging. When prospects are guided through the sales funnel with quality, tailor-made content then they become more likely to be converted.

Access to Consumer Insights:

Digital marketing tools facilitate useful analysis of consumer behavior. Data analytics help businesses know their audience better, which leads to rational decision-making and the constant optimization of marketing plans.

Enhanced Customer Relationship Management (CRM):

But digital platforms allow for powerful CRM containing the following: email marketing, social media interactions and personalized communication. Customer relationship management becomes more managed in nature.

Besides merely promoting products or services, it becomes a holistic approach of reaching out to attracting and engaging the target audiences in digital age.

How to create a digital marketing strategy

Creating a digital marketing plan

Getting started with digital marketing is sometimes not easy for many small businesses and beginner digital marketers. Nevertheless, the following steps serve an excellent starting point for developing a successful digital marketing strategy to raise brand awareness and engagement as well as boost sales.

Set SMART goals

In any marketing strategy, it is vital that SMART goals are set. Although there are many targets that you might be aiming at, try to concentrate on the ones which will propel your strategy ahead instead of making it stand still.

Identify your audience

Identifying your target audience should be the first thing that a marketer does before launching any campaign. The target audience is the group of people who might respond to your campaign because they share certain qualities like age, gender, based on demographics or purchasing behavior. A good understanding of your target audience can help you decide what digital channels to use and the information that should be embedded in a campaign’s content.

Create a budget

Without proper budgeting, you can end up spending a lot of money on channels that may not necessarily translate to results. Select the SMART goals and digital channel that you will use in an attempt to develop a budget.

Select your digital marketing channels

There are many digital marketing channels that you can use to your advantage, including content marketing and PPC campaigns. Your choice of the digital marketing channel often depends on what you are trying to achieve, who your audience is and where they can be found as well as how much money do you have for advertisement.

Refine your marketing efforts

It is important to analyze the data such as what was done right and areas needing improvement once your campaign has been completed. This helps you develop even better campaigns in years to come. Utilizing digital technologies and software, this information is convenient to view through the dashboard. With the help of Mailchimp’s digital marketing analytics reports, you will be able to follow up on all your campaigns in one place.

Digital marketing creates growth

Digital marketing should be one of the key pillars in almost every business’s overall campaign strategy. It has never been possible to stay in touch with clients as consistently, and nothing else can provide you more personalization than digital data. The more you accept the prospects of digital marketing, the greater opportunity your business will have to grow.


The world of digital marketing is like a puzzle. Each piece, from social media to emails, from ads to understanding your audience, fits together to create a bigger picture. This article showed us how important it is to use different methods and stay up-to-date with new trends. Digital marketing is special because it lets us reach more people, talk to them directly, and really understand what they want. In the end, it’s about using all these tools in a smart way to tell your brand’s story, connect with people, and build strong relationships. The magic of digital marketing is in mixing all these parts to help your business grow and stand out in the online world.

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