In the dynamic world of business and marketing, the term "digital marketing" is thrown around quite a bit. But what exactly is it, and how does it work? In this article, we'll break down digital marketing into plain English, demystify the jargon, and provide you with a solid foundation to understand this essential aspect of modern marketing.
Digital Marketing in a Nutshell
Simply put, digital marketing is a way of promoting and advertising products or services using digital technologies. This means we're moving away from traditional methods like billboards, flyers, or TV ads, and embracing the online world.
Digital marketing should also be understood as an umbrella term that encompasses several specific forms of online marketing including pay-per-click (PPC), search engine optimization (SEO), and social media marketing.
Digital Marketing vs. Tradition Marketing
Personally, I’m not a huge fan of differentiating “traditional marketing” and “digital marketing”, however, it’s something I get asked about a lot. Because of this, I felt it would leave a glaring gap in this article if I didn’t take a moment to address the topic. Most people define “digital marketing” as marketing using online platforms while stating that “traditional” marketing encompasses things like newspapers, television, radio, and billboards.
The thing is, people today get their news online, watch television by streaming to a smart tv, and listen to radio on a Google Home or Alexa device.
In many ways, “digital marketing” is really just the evolution of “traditional marketing”. Since modern-day media is mostly consumed online, marketers now mix digital platforms into their strategy in order to reach their desired audience.
Instead of thinking of “digital marketing vs traditional marketing”, I usually prefer to think of the split as “direct marketing vs mass marketing” (sometimes referred to as “below the line vs above the line”).
Where direct marketing allows you to track specific metrics and really narrow in on your audience segment, mass marketing tends to have a wider reach with less tangible outcomes. This doesn’t mean that one is superior to the other, it simply means that you need to know how and when to use each one.
Digital / Direct Marketing:
- Granular tracking
- Extremely targeted
- Low barrier to entry
- Digital platform examples:
- Social media (Facebook, Instagram, TikTok, LinkedIn)
- Video (YouTube)
- Search (Google, Bing)
- Maps (Google, Apple, Bing)
- Display Networks (Google)
Traditional / Mass Marketing:
- Wider reach
- Brand awareness
- High barrier to entry provides brand prestige
- Examples:
- Billboards
- Newspapers
- Television Ads
- Radio Ads
The Tools of the trade
Digital marketing uses various tools in its arsenal, including:
- Websites: Your business's digital home, where customers can learn more about you and your offerings.
- Social Media: Platforms like Facebook, Instagram, and Twitter to connect with your audience and share updates.
- Email: Sending targeted messages and newsletters to potential and existing customers.
- Search Engines: Making sure your business shows up when someone searches for a product or service you offer.
- Online Ads: Creating eye-catching ads and placing them where they'll get noticed.
- Content: Writing blogs, creating videos, or designing infographics to provide valuable information to your audience.
Why Go Digital?
Digital marketing offers some amazing benefits:
- Cost-Effective: It's often more budget-friendly than traditional advertising. No need to print thousands of flyers or rent billboard space.
- Targeted: You can reach exactly the people who are interested in what you offer, thanks to precise targeting tools.
- Real-Time Feedback: You can see how your marketing efforts are performing instantly and make quick adjustments.
- Global Reach: Your business can now reach people far beyond your local area. The internet is your oyster!
How It All Works
Imagine you have a bakery. With digital marketing, you can:
- Create a stunning website to showcase your delicious treats.
- Post mouth-watering photos on social media, making your followers crave your pastries.
- Send out a weekly newsletter with special promotions.
- Make sure your bakery pops up at the top of the list when someone Googles "best pastries in town."
- Run online ads, showing up on your customers' screens while they browse their favourite sites.
Wrapping It Up
So there you have it, digital marketing in a nutshell. It's a dynamic and efficient way to get your message out there, engage with your audience, and grow your business. It's all about using digital tools and platforms to connect with your customers, and you don't need to be a tech whiz to get started.
In our upcoming articles, we'll dive deeper into each of these digital marketing tools and strategies. Stay tuned, and we'll help you become a digital marketing whiz in no time!
Still want to learn more on what digital marketing is? Read even more about it here!