Digital Marketing
Digital marketing uses websites, apps, mobile devices, social media, search engines, and other digital channels to promote products and services, build brand awareness, and engage customers. It complements traditional marketing by offering data-driven targeting, real-time measurement, and interactive experiences.
How it works
Digital marketing combines creative messaging with analytics and technology. Teams or agencies plan campaigns that use multiple channels to reach target audiences, measure results, and optimize performance. Key advantages include precise audience segmentation and measurable outcomes; key challenges include rapidly changing channels and information overload among consumers.
Explore More Resources
Main channels
- Website marketing
-
A company’s website is often the campaign hub. Effective sites are fast, mobile-friendly, easy to navigate, and clearly reflect the brand and offerings.
-
Pay-per-click (PPC) advertising
-
Paid ads shown on search engines and social platforms (e.g., Google, Bing, LinkedIn, Facebook, Pinterest, X). Campaigns can be segmented by demographics, interests, location, and search intent.
-
Content marketing
-
Uses written, visual, or video content to attract and educate potential customers. Content is promoted via SEO, social media, email, and paid ads. It aims to provide value rather than overtly sell.
-
Email marketing
-
One of the most effective direct channels for converting leads. Marketers build lists through other channels and use email to nurture prospects and drive sales.
-
Social media marketing
-
Builds brand awareness, trust, and community. Platforms can also be used for lead generation and direct sales through promoted posts and shoppable content.
-
Affiliate marketing
-
Third-party partners or influencers promote products in exchange for commissions on sales or leads.
-
Video marketing
-
Videos (YouTube, TikTok, Instagram, Facebook) influence purchase decisions and support SEO and content strategies. Integrating video with broader campaigns increases reach and engagement.
-
Text messaging (SMS)
- Used for promotions, updates, and enabling quick transactions or donations. SMS can be highly effective for short, timely messages.
Key performance indicators (KPIs)
Common KPIs used to evaluate digital marketing performance:
- Click-through rate (CTR): percentage of viewers who click an ad or link.
- Conversion rate: percentage of users who take a desired action (purchase, signup) after interacting with a campaign.
- Social media traffic: interactions such as likes, follows, shares, views, and engagement on social platforms.
- Website traffic: number of visitors over a time period, used to assess how well marketing drives people to a brand’s site.
Common challenges
- Rapid proliferation of channels and formats makes prioritization difficult.
- Large volumes of data require effective analysis to extract actionable insights.
- Consumers face information overload and ad fatigue, making attention capture harder.
Roles and skills
- Digital marketing roles typically require strong communication and writing skills, social media savvy, and proficiency with data analytics.
- A bachelor’s degree is common for many positions; additional certifications, boot camps, or internships can accelerate entry.
- Advanced degrees may help but are not essential.
Related concepts
- Digital marketing agency: a firm that creates and manages campaigns across digital channels for clients.
- Search engine optimization (SEO): techniques to increase organic search visibility and drive relevant site traffic.
- Internet marketing: a subset of digital marketing that refers specifically to marketing activities conducted solely on the internet.
Bias and inclusivity
Implicit (unconscious) bias can appear in digital marketing through imagery, targeting, or algorithm-driven decisions that exclude or stereotype groups. Marketers should review creative and targeting choices for diversity and test assumptions to avoid perpetuating biased messages.
Explore More Resources
Bottom line
Digital marketing provides powerful, measurable ways to reach audiences across many channels. Success requires a strategic mix of channels, attention to user experience, data-driven optimization, and mindful, inclusive creative choices.