SEO glossary · D

Digital Marketing

What is Digital Marketing? Definition and Meaning

Digital marketing is promoting a business, product or service through digital channels: search engines, websites, social media, email, online ads and apps. Compared with traditional marketing, it can target specific audiences and measure the results of almost everything. Digital marketing definition in one line: marketing that uses the internet and digital devices to reach customers. The meaning covers many channels, from SEO and paid search to email and social media, which is why it is often used as an umbrella term for online marketing.

The main digital marketing channels

  • Search engine optimization (SEO): ranking in the unpaid search results.
  • Paid search: ads on Google and Bing, usually paid per click.
  • Content marketing: useful articles, guides, videos and tools that attract customers.
  • Social media marketing: organic posts and paid ads on platforms such as Facebook, Instagram, LinkedIn and TikTok.
  • Email marketing: newsletters and automated emails to people who signed up.
  • Display and video advertising: banner and video ads across websites, apps and YouTube.
  • Affiliate and influencer marketing: partners who promote you for a commission or a fee.

How to build a digital marketing strategy

  1. Set clear business goals, such as leads, sales or bookings.
  2. Understand your customers and how they search and decide.
  3. Choose the channels where they are, with the right mix of short-term work (ads) and long-term work (SEO and content).
  4. Build a website that turns visitors into customers.
  5. Track results with analytics and conversion tracking, and move budget towards what works.

Measuring digital marketing

Look beyond traffic and clicks to leads, sales, cost per acquisition, return on ad spend and customer lifetime value. Those numbers show which channels actually grow the business.

Digital marketing vs traditional marketing

Digital marketing Traditional marketing
Channels Search, social, email, online ads, websites Print, TV, radio, billboards, direct mail
Targeting By interest, behavior, place and search Mostly by place and audience of the medium
Measurement Detailed and near real time Often estimates and surveys
Cost control Start small, adjust at once Larger upfront commitments

A simple digital marketing funnel

  1. Awareness: people discover you through search, social media or content.
  2. Consideration: they compare, read guides, check reviews.
  3. Decision: they enquire or buy.
  4. Retention: email, support and offers bring them back.

See digital marketing funnels and customer journey.

Where to start

  • A clear website with one goal per page.
  • Your Google Business Profile if you serve a local area.
  • Search Console and analytics set up with conversions.
  • One or two channels done well, then add more.

Digital marketing FAQs

What are the types of digital marketing?

SEO, paid search, content, social media, email, display and video advertising, and affiliate and influencer marketing.

How much should I spend?

Start with a budget you can test with, measure the cost per lead or sale and increase what works.

For current changes, read our guide to digital marketing trends, and see our digital marketing services.

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