Types of Digital Marketing: An Overview

Date2January 22, 2019 category

Why take time to understand the main types of digital marketing? Having a grasp of the definition and methods behind digital marketing can pay dividends.

But what is digital marketing? Simply promoting a product, brand or messaging using digital channels or platforms. Let’s take a closer look at the outlets used, how digital marketing is carried out and what makes it different from traditional marketing.


The Breakdown

To simplify things, let’s break down the phrase digital marketing into separate words. Marketing is the process of advertising and promote a product or service based on intensive market research. Digital marketing marketing becomes the ways of which business do so using digital platforms. These platforms can vary from websites on the internet to electronic billboards on display. Smart Insights have easily broken down digital marketing into the 5Ds of digital marketing and they are:

  1. Digital devices

    These are the ways of which audiences experience the digital content. This can be through mobile phones, TV screens, gaming devices and more.

  2. Digital platforms

    Simply, applications or websites that allow the sharing of digital marketing content. For example, Facebook and Instagram are media platforms used as part of digital marketing campaigns.

  3. Digital media

    All the content that is created to be shown and shared on digital platforms is known as digital media. This can range from text, to images, to videos to virtual reality experiences.

  4. Digital data

    The information that business collect about their audiences’ interactions. This information can be used to improve digital marketing plans and the effectiveness of digital marketing as a whole.

  5. Digital technology.

    The technology that business use to create the content is known as digital technology. Any sort of online video maker or photo editing app is the digital technology that is used for creating the digital media and content.

digital marketing definition


Digital marketing can be broken down into the various ways of which it is performed. We can take a look at the different channels used in digital marketing as well as the different types of content created for digital marketing. For example, if you’ve heard of search engine optimisation (SEO), content marketing, or influencer marketing, these are all methods of digital marketing.

As the market is expanding and developing, marketing schemes are also bound to adapt. Digital marketing is one of the ways of which we can actively witness this development. As digital platforms are becoming actively involved in our everyday life, business are incorporating digital marketing in their marketing plans.

Keep in mind that digital marketing is not the same as internet marketing. While internet marketing is limited to platforms that can be accessed through the internet, digital marketing can be done through any digital platform. For example, ads through TV or through video games are considered forms of digital marketing but not a type of internet marketing.


Why is Digital Marketing So Special?

Digital marketing is special because it is interactive. What makes digital marketing stand out from other forms of marketing is how easily accessible it is, and ultimately how effective it becomes. We are now more likely to search up a product online, watch a video about it rather than visit a store to find out the same information. These are main reasons why digital marketing is so popular today, but let us walk through the different reasons why brands are reverting to digital marketing.

  • The most cost-effective

    Starting a digital marketing campaign is the most cost-effective way to advertise a product or service. Almost all target audiences are taking part in some action online and are exposed to countless digital platforms. Not only is this form of marketing a more modern and popular strategy, it is also far more cost effective. Digital media offers a medium for business support not offered cheaply in printed media, in a much more desirable channel.

  • Measurable and quickly adaptable

    The nature of digital marketing also means that success is much more measurable. Success can be monitored visibly via traffic, and online purchases and references.  This is important because strategies success can be altered quicker with faster rate feedback. Within a few days, the effectiveness of a marketing strategy can be decided based on online traffic, sales rate and potentially referee rates.

  • Straight and to the point

    A further advantage of a marketing tool such as this is its specificity. Based on what your product is and what it does, your strategy can be catered to addressing and only reaching audiences which are typical customers of said product or service. These strategies could target people by gender or age, or a number of other factors.

  • Join your customers on social media.

    Your customers are on social media to connect with their friends and family and most importantly, find the most suitable products for them. Through influencer marketing and other forms of digital marketing, you will be able to reach your customers at their pace and their own comfort.

  • SEO

    Search engine optimisation is one of the most important features of the internet.It will allow you to reach your audience through appropriate technologies. SEO requires you to set certain keywords that trigger the search engines to show your site as one of the optimum choice. Correct SEO will show a significant change in your view count and engagement rates.

  • Mobile-friendly content 

    This marketing strategy is very much catered to the mobile user. Where the average person receives a substantial amount of information throughout the day. It only makes sense for any marketing scheme to be made mobile friendly. Mobile phones have evolved to becoming almost replacements or alternative to other personal held devices such as laptops. Therefore, any content made accessible by these devices will reach a larger and potentially more mainstream audience.

Not only is digital media marketing more specific to your audience, cheaper and achieve more measurable success. It also affords the most opportunity for response by the audience. Audiences are given the opportunity to subscribe to further content published, if that’s what they desire. They are also able to ‘like’ your content, download materials published by your company or purchase on their hand-held devices.


Challenges of Digital Marketing

digital marketing definition

Digital marketing is a great tool, but along the way you are bound to face some problems. While the benefits of digital marketing mostly outweigh the negatives, there are some challenges faced by all business who decide to invest in digital marketing. However, knowing these challenges will definitely help you in avoiding them. 

  • Devising a plan

    The most common challenge to the implementation of digital marketing as a tool, is the formation of your plan. The idea is that your plan must be formed upon the basis of large scale and comprehensive reports. 

  • Keep the scope in mind

    Another trial that may be faced in administration of a digital marketing plan is the scope of your work. A large term with even larger implications. digital media marketing techniques range far and wide. The scale at which you may choose to operate with has implications on which of the techniques you will choose.

  • Success is relative

    A less holistic issue that a marketing team might face is their interpretation of success. Where business owners stipulate what success means to them. One way to approach this problem is to look at the numbers and measure information thoroughly. Anything that could be considered performance indicators – things like inbound traffic, consumer online counts, live responses, and other related data – must be recorded prior to and after the execution of said plan. Monitoring the distance recorded may help your business discern what digital marketing media strategy you put in place.

  • Budget planning

    Budget available is often a issue when it comes to digital media marketing. This is often the case where people are only beginning to use this form of marketing and it has not proven successful enough to justify higher spending. The best way to get around this obstacle is to use what funding is available, to add value to what your customers are purchasing. Whatever service or good you are offering, your marketing strategy should add value to your customer’s purchase.

  • Manage your resources

    One more issue with digital media is the time and resources launching a marketing strategy can take to launch and manage. What this often leads to is the plan and your resources become spread too thin, as you begin to work on too many smaller endeavors which may not prove fruitful.

  • A busy market

    Another issue you might come to deal with in digital media marketing is a busy market. In this day and age, media has become the popular method to advertise and endorse messages and content. Thus the question of success in a market such as this becomes, How do your products and marketing strategies stand out? The best way to address such an issue is to provide useful answers to customers. Provide solutions to the issues they might face, confront the reason they sought you out.


    Good luck!





Online Marketing

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