What Is Digital Marketing? A Complete Guide to Strategies That Boost ROI

 

What Is Digital Marketing?

Digital marketing—also called online marketing—is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as marketing channels. Essentially, if a marketing campaign involves digital communication, it’s digital marketing.

There are many specializations within digital marketing, reflecting the numerous ways of interacting via digital media.

One major example is search engine optimization (SEO), which is more of a marketing tool than a marketing type in itself. The Balance defines SEO as “the art and science of making web pages attractive to search engines.”

• It’s a science because it involves research and weighing different contributing factors to achieve high rankings.

• It’s an art because of the unpredictability and creativity involved in optimization.

Key SEO elements include:

• Quality of content

• Level of user engagement

• Mobile-friendliness

• Number and quality of inbound links

NOTE

• Digital marketing involves reaching consumers through websites, mobile devices, social media platforms, and more.

• It differs from internet marketing, which is exclusively online via websites.

• Digital marketing is a broad field that includes email, content marketing, search, social media, and other channels.

• A major challenge for digital marketers is standing out in a space oversaturated with ads.

• Implicit bias can influence digital marketing in subtle ways.

How Digital Marketing Works

Marketing involves activities a company uses to promote products/services and increase market share. Success requires advertising skills, sales strategies, and effective delivery to end-users.

Traditionally, companies used print, television, and radio marketing. The internet shifted this dynamic, introducing websites, social media, search engines, and apps as primary channels, enabling two-way interaction between brands and customers.

With tech advancements, marketing has evolved:

• Email was an early digital marketing tool.

• Search engines like Netscape introduced keyword strategies.

• Social media platforms such as Facebook allowed precise data tracking for trend targeting.

• Smartphones now drive much consumer behavior—about 70% of people decide on purchases via mobile devices before buying.

Sources and Receivers

• Sources = Advertisers

• Receivers = Targeted audiences

Example: McDonald’s targeted late-night workers and travelers with app ads at ATMs, gas stations, and popular websites.

Types of Digital Marketing Channels

1. Website Marketing – The core of all digital campaigns; must be fast, mobile-friendly, and user-friendly.

2. Pay-Per-Click (PPC) Advertising – Paid ads on platforms like Google, Bing, Facebook, targeting demographics, interests, or locations.

3. Content Marketing – Using blogs, eBooks, infographics, podcasts, and webinars to attract customers.

4. Email Marketing – Direct communication with leads; highly effective when combined with other channels.

5. Social Media Marketing – Builds brand awareness, trust, and sometimes direct sales through posts, ads, and engagement.

6. Affiliate Marketing – Influencers promote products for a commission (e.g., Amazon’s affiliate program).

7. Video Marketing – Platforms like YouTube, TikTok, and Instagram for product demos, reviews, and brand storytelling.

8. SMS Messaging – Sending promotional texts, political campaign messages, or donation prompts.

Key Performance Indicators (KPIs) in Digital Marketing

KPIs help measure and improve performance:

• Blog Articles – Posts per month.

• Clickthrough Rates (CTR) – Email engagement rates.

• Conversion Rate – Actions completed vs. actions requested.

• Social Media Traffic – Likes, shares, views, and follows.

• Website Traffic – Visits and engagement metrics.

Digital Marketing Challenges

• Rapid channel growth means marketers must stay updated.

• Audiences are bombarded with competing ads.

• Data analysis is complex but crucial for campaign optimization.

• Requires deep understanding of consumer behavior (e.g., using website heatmaps to analyze journeys).

Implicit Bias in Digital Marketing

Implicit bias = subconscious attitudes toward groups of people.

• Algorithms—core to digital marketing—can reflect the biases of those who create them.

• Even stock photos/videos can unintentionally exclude diversity in race, body type, or ability.

Related Concepts

• Digital Marketing Agency – Specializes in online channels like social media, PPC, video, and websites.

• SEO in Digital Marketing – Boosts website visibility in search results, either organically or through paid placements.

• Internet Marketing – Marketing exclusively online via websites (subset of digital marketing).

Becoming a Digital Marketer

• Skills – Strong writing, analytics, social media proficiency.

• Education – Bachelor’s degree in marketing, communications, or related field; optional master’s degree.

• Experience – Internships, boot camps, and practical projects.

The Bottom Line

Traditional advertising still exists, but digital marketing is now equally—if not more—important. It evolves alongside technology, offering vast opportunities while requiring awareness of challenges like bias and oversaturation.