Digital Marketing: What is it, really?

by Nik Wahlberg | November 19 2017

We love talking to people about their business plans, successes, challenges, and plans for growth. We’ve noticed a theme while talking to people about their digital marketing needs. There is still the perception from many that “digital marketing” is a synonym for social media, that social media is mostly Facebook and that they already have a Facebook page. Down the rabbit hole the conversation goes. While social media is a piece of digital marketing, and Facebook pages are a piece of social media marketing, there is more to it than that.

Broadly, digital marketing is the promotion of products or services using digital technologies. This means that advertising on a digital medium – the internet, cell phones, etc. Any of your online marketing is digital marketing. There are two broad categories to think of with digital marketing.

First: Tactics and Techniques used to drive traffic to your digital assets.

  • PPC (pay-per-click)
  • SEO (search engine optimization)
  • Display advertising
  • Social media marketing
  • Content marketing
  • Email marketing
  • Retargeting
  • Remarketing
  • Affiliate networks
  • Marketing automation

These are methods used to interest in what you have to offer and traffic to your asset to promote that product or service in the hope of gaining or retaining business.

Second: Your digital assets.

  • Your website
  • Your content, including:
    • Web pages
    • blog posts
    • white papers
    • infographics
    • tools
    • etc.
  • Your Videos
  • Your social media channels (Facebook, YouTube, Twitter, Instagram, LinkedIn, Snapchat, etc.)

When thinking about your digital marketing plans and tactics, it is important to think about them in a broader context. You should think through and plan to use the right tactic to drive the right audience to the right asset to meet your goals. There are ways to leverage all of these to create a comprehensive digital marketing plan to support all of your sales objectives.

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