What is digital marketing?

What is digital marketing?

Digital marketing encompasses all the marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email and other websites to connect with current and prospective customers.

How does a business define digital marketing?

The use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself, to an online branding assets, digital advertising, email marketing, online brochures and beyond.

The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.

A quick rundown of some of the most common digital marketing tactics we use here at VO Group are:

Search Engine Optimisation (SEO) – This process of optimising the website to rank higher in search engine results pages, thereby increasing the amount of organic traffic your website receives.

Content Marketing

  • Blog Posts – Writing and publishing articles on a blog helps demonstrate your industry expertise and generates organic search traffic for your business.
  • eBooks – Long-form content helps further educate website visitors with more information.
  • Infographics – Sometimes readers want you to show, not tell.

Social Media Marketing

Promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.

  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Snapchat

Marketing Automation

Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks.

  • Email newsletters – email automation doesn’t just allow you to automatically send emails to your subscribers. It can help expand or shrink your contact list as needed so your newsletters are only going to the people who want to see them in their inboxes.
  • Social media post scheduling – if you want to grow your organisation’s presence on a social network, you need to post frequently. This makes manual posting a bit of an unruly process. Social media scheduling tools push your content to your social media channels for you, so you can spend more time focusing on content strategy.
  • Lead- nurturing workflows – Generating leads and converting those into customers can be a long process. You can automate that process by sending leads specific emails and content once they fit certain criteria, such as when they download an eBook.

PR/ Online PR

Online PR is securing earned online coverage with digital publications, blogs and other content-based websites. It’s much like traditional PR but in the online space. The channels you can use to maximise your PR efforts include:

  • Media outreach – Emailing journalists and talking to them is a great way to develop a relationship with the press that produces earned media opportunities for your company.
  • Engaging online reviews – When someone reviews your company online, whether good or bad. Engaging in company reviews, help you humanise your brand and deliver powerful messaging that protects your reputation.

Digital marketers oversee driving brand awareness and lead generation through all the digital channels, both free and paid. These channels include social media, the company’s own website, search engine rankings, emails and the company’s blog.

Some takeaways –

Digital marketing is carried out across many marketing roles today. With digital marketing, it can often feel like you’re able to see the results much faster than you might with offline marketing due to the fact it is easier to measure ROI.

Do you need a big budget for digital marketing?

As with anything, it depends on what elements of digital marketing you are looking to add to your strategy.

*The content in this blog has been derived from the number of sources listed below. VO Group does not take ownership of the content produced here.



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