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ARTICLE #51
What is digital marketing? A comprehensive guide
Content Marketing
Online Marketing
SEO
Marketing Strategy
Digital Advertising
Content Marketing
Online Marketing
SEO
Marketing Strategy
Digital Advertising
Written by:
8 min read
Updated on: July 10, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Digital marketing has revamped how businesses interact with customers by modifying the traditional approach. Customers, clients, and leads have become more adept in this new world. They are browsing the web, messaging on social media, and scanning search engines for deals—often leaving old-school advertisers in the dust.
Now the bottom line is if you are not meeting potential buyers where they live (i.e. online), you’ll struggle to keep pace. As a stark example, ReportLinker predicts that the global market for Digital Advertising and Marketing will soar to about US$1.5 trillion by 2030, up from a more modest US$531 billion. That’s no passing phase—it’s a clear sign that digital marketing is an absolute must for businesses, large and small.
Digital marketing has revamped how businesses interact with customers by modifying the traditional approach. Customers, clients, and leads have become more adept in this new world. They are browsing the web, messaging on social media, and scanning search engines for deals—often leaving old-school advertisers in the dust.
Now the bottom line is if you are not meeting potential buyers where they live (i.e. online), you’ll struggle to keep pace. As a stark example, ReportLinker predicts that the global market for Digital Advertising and Marketing will soar to about US$1.5 trillion by 2030, up from a more modest US$531 billion. That’s no passing phase—it’s a clear sign that digital marketing is an absolute must for businesses, large and small.
What is digital marketing?
What is digital marketing?
This term was coined in the 1990s when internet usage increased. Digital marketing means creating and delivering promotional campaigns through digital channels. Its purpose is to build awareness and attract potential customers.
Now it is using online avenues to promote your business. Search engines, social media platforms, websites, and web advertising are the channels involved in it.
Search Engine Optimisation, social media engagement, website creation, email marketing, online advertising, and mobile app development have together made it possible. The traditional media channels like TV and radio are also part of the campaign.
According to the report, the global market hit $363.05 billion in 2023. It can grow at a rate of 13.1% annually between 2024 to 2032 reaching about $1099.33 billion. In contrast, the statistics of Analysts say that global digital advertising spending will reach $835 billion by 2026.
So, both online and offline methods combine to make a good marketing strategy to engage consumers and build customer loyalty.
This term was coined in the 1990s when internet usage increased. Digital marketing means creating and delivering promotional campaigns through digital channels. Its purpose is to build awareness and attract potential customers.
Now it is using online avenues to promote your business. Search engines, social media platforms, websites, and web advertising are the channels involved in it.
Search Engine Optimisation, social media engagement, website creation, email marketing, online advertising, and mobile app development have together made it possible. The traditional media channels like TV and radio are also part of the campaign.
According to the report, the global market hit $363.05 billion in 2023. It can grow at a rate of 13.1% annually between 2024 to 2032 reaching about $1099.33 billion. In contrast, the statistics of Analysts say that global digital advertising spending will reach $835 billion by 2026.
So, both online and offline methods combine to make a good marketing strategy to engage consumers and build customer loyalty.
What is the importance of digital marketing?
In years past, companies poured massive budgets into billboard advertising. These days, Google and Facebook dominate the revenue space while mobile phones have changed how we shop, chat, and stay entertained. Ads on our screens have become the “new billboards,” popping up when we open apps or browse our favourite sites.
Current estimates show there are around 5.44 billion mobile phone users, 5.16 billion internet users, and 4.76 billion social media users worldwide. With such reach, digital marketing is often more cost-effective than a splashy billboard—plus, you can track results in real-time.
Cost-effectiveness
Sure, you can drop a bundle on social ads or Google Ads. But compared to traditional channels, digital routes often deliver a better bang for your buck. If a particular campaign isn’t yielding results, you can pivot almost instantly. That’s a far cry from the set-in-stone cost of a physical billboard or printed newspaper ad.
Useful analytics
One of the biggest perks of digital marketing is its ability to see exactly what’s working and what isn’t. You can monitor overall engagement including clicks, likes, impressions, and even how long users stick around on a page. Compare that to the guesswork of a TV or newspaper ad, where you never really know how many people paid attention.
Instant interaction
With social media, reviews, website comments, and online forums, digital marketing allows direct communication with customers. This feedback loop fosters genuine engagement and community spirit. People enjoy feeling heard, and a responsive brand builds loyalty far faster than a distant, unapproachable one.
Customer engagement at every step
From the first spark of interest to the final purchase (and beyond), digital marketing tools help you track and influence every part of the consumer experience. Whether they are scrolling on Facebook, reading a blog, or checking out your product page, you can gently guide them towards a conversion.
In fact, the 2023 Global Marketing Trends report indicates that around 56% of readers who consume a helpful blog post eventually make a purchase.
Helps outperform major companies
Small businesses often face financial challenges when competing with industry giants. But digital marketing offers ample opportunities for them to outperform larger competitors.
Using Search Engine Optimisation you can target specific keywords describing your product or service. You can create high-quality content by optimising these keywords to improve ranking on search engines. This will increase small businesses' visibility on search engines to attract potential customers.
In years past, companies poured massive budgets into billboard advertising. These days, Google and Facebook dominate the revenue space while mobile phones have changed how we shop, chat, and stay entertained. Ads on our screens have become the “new billboards,” popping up when we open apps or browse our favourite sites.
Current estimates show there are around 5.44 billion mobile phone users, 5.16 billion internet users, and 4.76 billion social media users worldwide. With such reach, digital marketing is often more cost-effective than a splashy billboard—plus, you can track results in real-time.
Cost-effectiveness
Sure, you can drop a bundle on social ads or Google Ads. But compared to traditional channels, digital routes often deliver a better bang for your buck. If a particular campaign isn’t yielding results, you can pivot almost instantly. That’s a far cry from the set-in-stone cost of a physical billboard or printed newspaper ad.
Useful analytics
One of the biggest perks of digital marketing is its ability to see exactly what’s working and what isn’t. You can monitor overall engagement including clicks, likes, impressions, and even how long users stick around on a page. Compare that to the guesswork of a TV or newspaper ad, where you never really know how many people paid attention.
Instant interaction
With social media, reviews, website comments, and online forums, digital marketing allows direct communication with customers. This feedback loop fosters genuine engagement and community spirit. People enjoy feeling heard, and a responsive brand builds loyalty far faster than a distant, unapproachable one.
Customer engagement at every step
From the first spark of interest to the final purchase (and beyond), digital marketing tools help you track and influence every part of the consumer experience. Whether they are scrolling on Facebook, reading a blog, or checking out your product page, you can gently guide them towards a conversion.
In fact, the 2023 Global Marketing Trends report indicates that around 56% of readers who consume a helpful blog post eventually make a purchase.
Helps outperform major companies
Small businesses often face financial challenges when competing with industry giants. But digital marketing offers ample opportunities for them to outperform larger competitors.
Using Search Engine Optimisation you can target specific keywords describing your product or service. You can create high-quality content by optimising these keywords to improve ranking on search engines. This will increase small businesses' visibility on search engines to attract potential customers.
Types of digital marketing?
Digital marketing consists of both online and offline strategies that can increase the effectiveness of your plan. Some of the most popular types or methods are:
1. Search Engine Optimisation
When you are seeking a product or answer to a random question, you usually turn to Google (or maybe Bing, if you are feeling adventurous). SEO ensures your website appears near the top of search results. It’s about using relevant keywords, user-friendly layouts, and quality content so that Google recognises your site as a good match.
CNN boosted its search audience by 91%.
DesktopReady increased users by an impressive 409%.
This demonstrates how robust an SEO strategy can radically improve website traffic.
2. Social Media Marketing
With billions of active users on Facebook, Instagram, LinkedIn, and other platforms, social media can be a goldmine for engagement. It’s not just related to posting cat memes—though that helps sometimes—but also running targeted ads, offering quick customer support, and starting genuine conversations.
Social media marketing is divided into two categories
Organic Social Management: Build a loyal community by sharing valuable or entertaining content and engaging in real conversations.
Paid Social Advertising: Target specific demographics, interests, or behaviours to maximise returns.
Take the example of Wendy’s witty tweets or Nike’s inspiring posts. Done correctly, social media can make a brand feel approachable and fresh.
3. Content Marketing
People love stories, tips, and fresh information. That’s where content marketing comes in—blogs, infographics, podcasts, or videos that provide genuine value rather than just pushing a sale. According to the Content Marketing Institute, about 75% of respondents credit content marketing for boosting brand awareness and trust.
4. Affiliate Marketing
A brand ambassador is responsible for the promotion of your products or services to customers. In return, they earn a commission for each lead generated by affiliate marketing. You will pay influencers in the field of digital marketing to endorse your brand to the target audience to expand reach.
With the help of this marketing type, you enlist others to promote your products using unique tracking links to earn a commission. These links are promoted via mailing lists, social media platforms, and website content.
Shopify, for instance, has a robust affiliate scheme, offering commissions of up to $2,000 per referral, enabling them to expand their customer base significantly.
5. Email Marketing
Gathering sign-ups or leads can be a fantastic way to create a more personal connection with customers. Many companies share offers, product updates, or monthly newsletters—but you need to adhere to GDPR and the CAN-SPAM Act to avoid spam complaints.
6. Search Engine Marketing (SEM)
While SEO focuses on organic reach, SEM relies on paid strategies. Marketers bid on specific keywords, and if they win, their ads appear prominently in search results. You only pay when someone clicks, hence the term pay-per-click (PPC). It’s faster than climbing organic rankings but can burn through your budget if not carefully managed.
7. Marketing Analytics
All those clicks, impressions, and conversions don’t mean much unless you interpret them. Marketing analytics helps you understand which campaigns are truly working. By digging into these metrics, you can refine your tactics to deliver more relevant ads and content.
8. Google Ads
Google Ads is a formidable platform for displaying paid adverts across Google’s search results, YouTube, and partner websites. It encompasses different types of campaigns—Search, Display, Video, App, and Shopping ads—each serving a unique purpose.
9. Customer Service Management (CRM)
CRM systems help organise sales processes, contacts, and marketing data. The goal is to create stronger relationships, encourage more repeat business, and provide better customer experiences overall.
10. SMS Marketing (Offline)
Even in an online era, text messaging still holds clout. Nearly 90% of customers say they’d rather get a text than a phone call. SMS marketing can send out flash sales, short coupons, or event reminders. Just be sure you have explicit permission—nobody likes random spam texts.
Digital marketing consists of both online and offline strategies that can increase the effectiveness of your plan. Some of the most popular types or methods are:
1. Search Engine Optimisation
When you are seeking a product or answer to a random question, you usually turn to Google (or maybe Bing, if you are feeling adventurous). SEO ensures your website appears near the top of search results. It’s about using relevant keywords, user-friendly layouts, and quality content so that Google recognises your site as a good match.
CNN boosted its search audience by 91%.
DesktopReady increased users by an impressive 409%.
This demonstrates how robust an SEO strategy can radically improve website traffic.
2. Social Media Marketing
With billions of active users on Facebook, Instagram, LinkedIn, and other platforms, social media can be a goldmine for engagement. It’s not just related to posting cat memes—though that helps sometimes—but also running targeted ads, offering quick customer support, and starting genuine conversations.
Social media marketing is divided into two categories
Organic Social Management: Build a loyal community by sharing valuable or entertaining content and engaging in real conversations.
Paid Social Advertising: Target specific demographics, interests, or behaviours to maximise returns.
Take the example of Wendy’s witty tweets or Nike’s inspiring posts. Done correctly, social media can make a brand feel approachable and fresh.
3. Content Marketing
People love stories, tips, and fresh information. That’s where content marketing comes in—blogs, infographics, podcasts, or videos that provide genuine value rather than just pushing a sale. According to the Content Marketing Institute, about 75% of respondents credit content marketing for boosting brand awareness and trust.
4. Affiliate Marketing
A brand ambassador is responsible for the promotion of your products or services to customers. In return, they earn a commission for each lead generated by affiliate marketing. You will pay influencers in the field of digital marketing to endorse your brand to the target audience to expand reach.
With the help of this marketing type, you enlist others to promote your products using unique tracking links to earn a commission. These links are promoted via mailing lists, social media platforms, and website content.
Shopify, for instance, has a robust affiliate scheme, offering commissions of up to $2,000 per referral, enabling them to expand their customer base significantly.
5. Email Marketing
Gathering sign-ups or leads can be a fantastic way to create a more personal connection with customers. Many companies share offers, product updates, or monthly newsletters—but you need to adhere to GDPR and the CAN-SPAM Act to avoid spam complaints.
6. Search Engine Marketing (SEM)
While SEO focuses on organic reach, SEM relies on paid strategies. Marketers bid on specific keywords, and if they win, their ads appear prominently in search results. You only pay when someone clicks, hence the term pay-per-click (PPC). It’s faster than climbing organic rankings but can burn through your budget if not carefully managed.
7. Marketing Analytics
All those clicks, impressions, and conversions don’t mean much unless you interpret them. Marketing analytics helps you understand which campaigns are truly working. By digging into these metrics, you can refine your tactics to deliver more relevant ads and content.
8. Google Ads
Google Ads is a formidable platform for displaying paid adverts across Google’s search results, YouTube, and partner websites. It encompasses different types of campaigns—Search, Display, Video, App, and Shopping ads—each serving a unique purpose.
9. Customer Service Management (CRM)
CRM systems help organise sales processes, contacts, and marketing data. The goal is to create stronger relationships, encourage more repeat business, and provide better customer experiences overall.
10. SMS Marketing (Offline)
Even in an online era, text messaging still holds clout. Nearly 90% of customers say they’d rather get a text than a phone call. SMS marketing can send out flash sales, short coupons, or event reminders. Just be sure you have explicit permission—nobody likes random spam texts.
How to start digital marketing?
Startups and established businesses often face challenges when getting started with digital marketing. It is obvious that nobody wants to pour resources into campaigns that don't yield results. So, you must have a solid digital marketing strategy to achieve business goals.
1. Research your target audience
Start by identifying who you actually want to reach. Check out market trends, see how competitors operate, and figure out key traits like age, location, and favourite social platforms. Tools like Google Trends or social listening software can offer insights into what your audience cares about.
2. Set clear marketing goals
Whether you are aiming for more sales, web traffic, or social shares, define your objectives and link them to measurable metrics. Perhaps you want a 20% bump in monthly leads or a 50% improvement in click-through rates. Specific targets help you adjust your strategy when something isn’t working.
3. Identify essential tools
Different tools are useful for digital marketing in creating, distributing, and analysing content efficiently. Some common tools are:
Social Media Platforms like Instagram, Facebook, or LinkedIn for audience engagement.
Content Marketing Tools to schedule posts, brainstorm topics, and track performance (e.g. Semrush, BuzzSumo).
Analytics Platforms like Google Analytics to interpret web data and measure conversions.
Design Tools (Canva, Adobe Photoshop) for polished visuals and brand consistency.
4. Build a strategy (Then refine it)
You might dabble in social media ads, run an SEO campaign, or send out weekly newsletters. The trick is to start small—test your approach and see what sticks. Perhaps Instagram ads outperform Facebook ads, or your blog posts pull in more leads than your email blasts. Tweak as you go.
5. Budgeting
Digital marketing can be scaled according to what you can afford. Factor in costs such as social ads, SEO software, design tools, and possibly freelance help. Keep a close eye on ROI so you are funnelling funds into what genuinely works.
6. Track and analyse results
Consider daily or weekly check-ins for new campaigns. Over time, monthly reviews might suffice once you know how your efforts are performing. Be patient—genuine growth rarely happens overnight. The best results often come from ongoing improvements guided by clear data.
Startups and established businesses often face challenges when getting started with digital marketing. It is obvious that nobody wants to pour resources into campaigns that don't yield results. So, you must have a solid digital marketing strategy to achieve business goals.
1. Research your target audience
Start by identifying who you actually want to reach. Check out market trends, see how competitors operate, and figure out key traits like age, location, and favourite social platforms. Tools like Google Trends or social listening software can offer insights into what your audience cares about.
2. Set clear marketing goals
Whether you are aiming for more sales, web traffic, or social shares, define your objectives and link them to measurable metrics. Perhaps you want a 20% bump in monthly leads or a 50% improvement in click-through rates. Specific targets help you adjust your strategy when something isn’t working.
3. Identify essential tools
Different tools are useful for digital marketing in creating, distributing, and analysing content efficiently. Some common tools are:
Social Media Platforms like Instagram, Facebook, or LinkedIn for audience engagement.
Content Marketing Tools to schedule posts, brainstorm topics, and track performance (e.g. Semrush, BuzzSumo).
Analytics Platforms like Google Analytics to interpret web data and measure conversions.
Design Tools (Canva, Adobe Photoshop) for polished visuals and brand consistency.
4. Build a strategy (Then refine it)
You might dabble in social media ads, run an SEO campaign, or send out weekly newsletters. The trick is to start small—test your approach and see what sticks. Perhaps Instagram ads outperform Facebook ads, or your blog posts pull in more leads than your email blasts. Tweak as you go.
5. Budgeting
Digital marketing can be scaled according to what you can afford. Factor in costs such as social ads, SEO software, design tools, and possibly freelance help. Keep a close eye on ROI so you are funnelling funds into what genuinely works.
6. Track and analyse results
Consider daily or weekly check-ins for new campaigns. Over time, monthly reviews might suffice once you know how your efforts are performing. Be patient—genuine growth rarely happens overnight. The best results often come from ongoing improvements guided by clear data.
Digital Marketing Examples
Digital marketing has delivered great results across industries and businesses of all sizes. But you must note that not all businesses should use the same digital marketing strategies. For example, if one business is thriving with social media ads, another can benefit from email marketing.
UNIQLO
The Japanese fashion retailer once ran a clever campaign combining online and in-store participation. Customers could receive giveaways and discounts, but only by sharing the promotion via social media, turning them into micro-influencers. The campaign not only drew foot traffic but also drove digital buzz.
Nike
Nike’s marketing campaign extends beyond traditional marketing as explained by its strategic use of digital tools like chatbots and campaigns like Breaking2.
It partnered with Facebook Messenger’s chatbot to engage fans of its Jordan brand. With the help of a chatbot, users received the latest Jordan news, website updates, and blog posts.
The Breaking2 campaign aimed to break the two-hour barrier for a marathon to showcase the commitment of the brand to push boundaries. They Live-streamed the marathon to provide behind-the-scenes content to engage viewers. This campaign generated high media coverage and social media buzz.
Airbnb
Airbnb’s “Belong Anywhere” concept spotlighted the personal stories of hosts and guests, inviting travellers to experience local cultures, not just book a room. By collaborating with influencers and running social campaigns, Airbnb boosted brand trust and community spirit.
Spotify
Spotify’s yearly Wrapped feature shows listeners a summary of their most-streamed songs and artists. It’s simple, personalised, and shareable—sparking waves of social chatter every December. This cunning approach turned individual data into a marketing spectacle.
Netflix
Netflix is known for using personalised emails and push notifications that link directly to the last show you watched or a new recommended title. By tailoring content to each user’s taste, Netflix feels both helpful and relevant. The brand’s playful approach to social media also keeps its vast global audience engaged.
Digital marketing has delivered great results across industries and businesses of all sizes. But you must note that not all businesses should use the same digital marketing strategies. For example, if one business is thriving with social media ads, another can benefit from email marketing.
UNIQLO
The Japanese fashion retailer once ran a clever campaign combining online and in-store participation. Customers could receive giveaways and discounts, but only by sharing the promotion via social media, turning them into micro-influencers. The campaign not only drew foot traffic but also drove digital buzz.
Nike
Nike’s marketing campaign extends beyond traditional marketing as explained by its strategic use of digital tools like chatbots and campaigns like Breaking2.
It partnered with Facebook Messenger’s chatbot to engage fans of its Jordan brand. With the help of a chatbot, users received the latest Jordan news, website updates, and blog posts.
The Breaking2 campaign aimed to break the two-hour barrier for a marathon to showcase the commitment of the brand to push boundaries. They Live-streamed the marathon to provide behind-the-scenes content to engage viewers. This campaign generated high media coverage and social media buzz.
Airbnb
Airbnb’s “Belong Anywhere” concept spotlighted the personal stories of hosts and guests, inviting travellers to experience local cultures, not just book a room. By collaborating with influencers and running social campaigns, Airbnb boosted brand trust and community spirit.
Spotify
Spotify’s yearly Wrapped feature shows listeners a summary of their most-streamed songs and artists. It’s simple, personalised, and shareable—sparking waves of social chatter every December. This cunning approach turned individual data into a marketing spectacle.
Netflix
Netflix is known for using personalised emails and push notifications that link directly to the last show you watched or a new recommended title. By tailoring content to each user’s taste, Netflix feels both helpful and relevant. The brand’s playful approach to social media also keeps its vast global audience engaged.
Frequently Asked Questions
Which digital marketing channel is best?
SEO, social media ads, and email marketing are all highly popular. The best fit really depends on your target audience, goals, and budget. Many brands use a blend of several channels.
What software is commonly used?
Semrush, Google Analytics, and Tableau are big names for data and campaign insights. Tools like Canva or the Adobe suite help manage visuals.
What are the four pillars of digital marketing?
Often cited are content, analytics, communication channels, and CRM systems—together, these create a strong base for online growth.
Final Thoughts
Digital marketing opens up countless ways to connect with audiences and convert clicks into customers. From social platforms to email campaigns, it offers flexibility, scalability, and real-time feedback—an ongoing process that thrives on experimentation and recalibration. By staying open to new tools and trends, you’ll be well-positioned to capture leads, strengthen brand loyalty, and thrive in a fast-moving digital world.
Frequently Asked Questions
Which digital marketing channel is best?
SEO, social media ads, and email marketing are all highly popular. The best fit really depends on your target audience, goals, and budget. Many brands use a blend of several channels.
What software is commonly used?
Semrush, Google Analytics, and Tableau are big names for data and campaign insights. Tools like Canva or the Adobe suite help manage visuals.
What are the four pillars of digital marketing?
Often cited are content, analytics, communication channels, and CRM systems—together, these create a strong base for online growth.
Final Thoughts
Digital marketing opens up countless ways to connect with audiences and convert clicks into customers. From social platforms to email campaigns, it offers flexibility, scalability, and real-time feedback—an ongoing process that thrives on experimentation and recalibration. By staying open to new tools and trends, you’ll be well-positioned to capture leads, strengthen brand loyalty, and thrive in a fast-moving digital world.
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We’re remote-first — with strategic global hubs
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Click to copy
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