What is digital marketing?

a group of marketers working together. What is digital marketing in 2019

What is digital marketing?

Digital marketing is the use of digital media and internet to market products, brands or services using various digital channels. Email, social media, and affiliate marketing are a few examples of digital channels used.

The cost effectiveness, the ability to simply track marketing campaign measurements, and the ability to target ideal consumers are just a few reasons as to why digital marketing has been beneficial for many businesses.

Who is responsible for digital marketing?

Everyone in the organization has a role to play in providing input on digital marketing efforts. It comes from the product owners who want to market a service, to having an intern fact check the information, to having the content edited and approved. It’s important to get feedback from those who are not part of your communications team as they can provide insight and new perspectives.

The main responsibilities come down to these three roles

Digital Marketing Manager: is responsible for all marketing and brand awareness. They provide oversight to ensure consistency and that campaign goals are aligned with the organization’s strategic plan and objectives.

Digital Content Marketer: is responsible for creating content for all digital platforms including blog entries, webpages, landing pages, video, and social media. They also manage the editorial calendar to ensure that content is published on a regular basis.

Social Media Manager: is responsible for the online presence of the organization. They are the online “voice” of the organization and they have a thorough understanding of the company. It’s their role to continuously research best practices, create, and adapt social media strategies to ensure better online engagement. They are also responsible for keeping the social media publication schedule for all platforms and ensures the visual identity of the company is consistent across these channels.

5 best strategies for digital marketing

We have listed five digital marketing best practices that will help you improve your efforts.

1. Search Engine Optimization (SEO)

Websites and blogs must continuously optimize to have been raking in search engines. Understanding the search habits and the type of traffic that brings visitors to your website is key. This analysis will help optimize your website, social media campaigns, blogs, and ads.

2. Get personal with customers

Advertise products that will allow your consumers to make quick decisions by leveraging marketing analytics to understand their preference. Running campaigns with the right personalized information will allow clients to connect more easily with your product or service and eliminate the competition.

3. Host webinars

One of the best methods to engage with potential consumers is to host free webinars. Potential clients can preview the services offered in a no-commitment environment. When hosting a webinar treat it like you would a formal event by:

  • creating a webpage,
  • including an invitation in your newsletter,
  • creating an event hashtag so participants can engage during the live session, and
  • recording the session, it can later be used as promotional material or as a resource. 


4. Social media

This is one of the best platforms to reach consumers, close to half of the world’s populations have a social media account of some sort. These platforms help businesses build their brand and provide clients the opportunity to engage directly with the companies.

5. Mobile marketing

Marketing content should translate and render well across all devices. When creating and designing your campaigns it’s important to keep mobile in mind, as 50% of all searches begin on a mobile device.