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On this article, you’ll achieve a foundational overview of digital marketing and what a digital marketing technique can do for your online business.

What’s Digital Marketing?

Digital advertising and marketing is the advertising and marketing of services or products utilizing digital applied sciences by way of the web, social media, cell phones, or every other digital medium.

It’s also an umbrella time period that encompasses completely different advertising and marketing methods resembling Social Media Advertising and marketing, Search Engine Optimization, and Electronic mail Advertising and marketing.

In comparison with conventional advertising and marketing strategies resembling print, billboards, and TV, digital marketing is primarily data-driven. Many well-liked digital promoting platforms at this time present entry to marketing campaign stories for complete information evaluation.

With the mixed forces of each the web and know-how, Digital Entrepreneurs at this time are in a position to accumulate and analyse information of various buyer behaviour or person engagements, enabling them to facilitate extra personalised content material and commercials towards clearly outlined audiences for higher engagement and outcomes.

Why Digital Marketing?

Not like conventional advertising and marketing, digital marketing boasts the next advantages:

Trackable and Measurable

Technological developments have made it pretty straightforward to measure the efficacy of promoting campaigns via digital analytics dashboards resembling Google Analytics, Google Information Studio, and Adobe Analytics.

Google Analytics Report on Traffic Acquisition from Various Marketing Channels

Google Analytics Report on Visitors Acquisition from Numerous Advertising and Marketing Channels

Via the deployment of digital analytics, the information collected over a time period is proper at your fingertips. Each person interplay (touchpoint) with your online business produces its personal set of knowledge, permitting you to phase the information and perceive how every touchpoint contributes to your backside line (gross sales or conversions).

Examples of digital touchpoints

Examples of digital touchpoints

A conversion may be any motion a person takes resembling downloading a white paper, submitting an enquiry type, or making a web-based buy.

From right here, you could find out which touchpoints resonate along with your target market i.e. contributed probably the most conversions, and reproduce this success on future campaigns.

Effectivity in Optimisation

The emergence of media shopping for platforms has allowed entrepreneurs to buy advert areas throughout varied web sites and cellular apps and overview stay stories inside hours.

This permits entrepreneurs to overview advert marketing campaign efficiency and make tweaks on the fly resembling optimizing advert creatives to enhance viewers engagement.

Google Ads allows for ad creative tweaking on the fly

Google Advertisements permits for tweaking of advert creatives on the fly

Broad and Focused Attain

With billions of customers on social media platforms like Fb, YouTube, and LinkedIn, your attain is primarily restricted by your funds. Many of those social media platforms additionally will let you goal your advertisements to particular audiences e.g. by demographics, and pursuits, and behavioural patterns e.g. retargeting.

Retargeting is a type of advertising and marketing that allows you to present related advertisements to customers who’ve visited sure pages of your web site. For instance, if a person visited a web-based store promoting groceries and navigated to a product web page promoting apples, the grocery store may goal the person with advertisements associated to apples after the person leaves the positioning and browses different web sites, social media platforms, and cellular apps.

Three Pillars of Digital Marketing

3 Pillars of Digital Marketing

Three Pillars of Digital Marketing

There are Three Pillars of Digital Marketing. They’re:

  1. Person-Journey
  2. Digital Channels
  3. Artistic and Content material

1. Person-Journey

The primary pillar of digital marketing is a personal journey.

The personal journey is a buyer’s encounter and interplay along with your model throughout all channels digital and non-digital which form his feelings and perceptions about your model.

It usually begins from the notice stage and ends on the buy or advocacy (loyalty) stage:

  1. Consciousness: The client is first conscious of the model.
  2. Consideration (curiosity/analysis): The client wants to guage his determination and contemplate different manufacturers.
  3. Buy (Need/motion): The client can make a purchase order.
  4. Advocacy (Loyalty): The client spreads phrase of mouth and recommends the model to his mates.
User Journey - From Digital Channels to Website and Taking Action

Person Journey – From Digital Channels to Web site and Taking Motion

A buyer usually interacts along with your creatives or content material on varied digital channels (social media, search, show advertisements) and lands onto your web site.

When he browses via your web site or cellular app, your purpose is to encourage him to take necessary actions that are known as conversions, resembling filling in a contact type or including a product to a buying cart.

2. Digital Channels

The second pillar of digital marketing is digital marketing channels.

An advertising and marketing channel is medium organisations use to speak or ship messages to shoppers.

In digital marketing, digital channels are avenues the place your clients come to find out about your online business and what it has to supply. That is the place your visitors (customers) come from.

Examples of digital marketing channels embody:

  • Natural Search (e.g. Google)
  • Paid Search
  • Show
  • Electronic mail
  • Social Media
  • Referral (e.g. Visitors via different web sites)

Natural Search

Folks use engines like google for varied causes starting from analysis, buying, to leisure, with Google alone dealing with over 40,000 queries per second (3.5 billion search queries per day).

The natural search outcomes seem beneath the paid search advertisements.

Organic Search Results

Natural Search Outcomes (Under the paid search advertisements)

To rank a web site on high of the natural search engine outcomes pages (SERPs), entrepreneurs implement a digital marketing technique generally known as search engine optimization (SEO).

Paid Search

The paid search advertisements outcomes seem all how upon the high of the SERPs.

Paid Search Ads Results

Paid Search Advertisements Outcomes

To promote your web site on the paid search advert outcomes on Google, you’ll need to joinGoogle Ads account and implement a digital marketing technique generally known as search engine marketing (SEM).


The show channel refers to advert placements that seem on webpages when customers browse them.

An example of a display ad banner appearing on a news article

An instance of a show advert banner showing on an information article

To have your advert seem on web site placements, you can begin with Google Advertisements or a demand-side platform.

Electronic mail

There are roughly around four billion e-mail customers as of 2020 – Statista. Electronic mail remains to be one of the well-liked mediums companies use to speak with their clients at this time.

Digital entrepreneurs implement digital marketing methods additionally known as e-mail advertising and marketing and advertising and marketing automation to ship focused and related emails to correctly segmented e-mail subscribers.

Social Media

Social Media wants no introduction. Folks use it every day to maintain updated with information or hook up with family and friends throughout the globe.

Companies are on social media to hook up with potential clients by partaking them in an extra private and genuine means. With the assistance of varied social media advertising and marketing instruments, it is possible for you to to know the wants and pursuits of your target market throughout varied social media platforms. It will allow you to higher tailor your content material to raised interact with your target market.


Referral visitors acquired are results of customers clicking on hyperlinks (backlinks) and navigating from one web site to a different (the hyperlink goal or web site). This implies visitors coming from different web sites as an alternative of a direct search into Google.

Referral hyperlinks are solid via strategic on-line partnerships or because of earned media. Implementing on-line PR is without doubt one of the handiest strategies to incomes model mentions, buying backlinks, and producing model consciousness.

How Do the Completely different Digital Channels Affect the Enterprise?

These are just some examples of digital marketing channels, and between what you resolve to make use of, you will need to analyze digital marketing analytics stories to know which digital channels return the very best funding to allocate the best budgets accordingly.

Digital advertising and marketing campaigns additionally normally contain integrating several digital channel methods (multi-channel) resembling search engine advertising and marketing, content marketing, show promoting, and e-mail advertising and marketing.

Don’t confuse this with omnichannel, which like multi-channel, additionally entails partaking clients by way of several channels. Omni-channel is extra precisely outlined as offering a constant, unified, and seamless buyer expertise no matter whether or not the shopper interacts with a model on social media, within the bodily retailer, or on the web retailer.

Bodily brochures that in-print QR codes to hyperlink the shopper again to the web retailer and membership techniques that tailor product suggestions based mostly on buyer buy historical past each on-line and offline are examples of omnichannel methods.

Digital advertising and marketing can and ought to be built-in with offline advertising and marketing channels resembling print commercials, stay business occasions, popup cubicles, and in-store promotions to maximise goal market attain and lead nurturing.

An instance of a web-based/offline advertising and marketing integration can be launching a commerce present (offline) and launching a Fb Promoting marketing campaign (on-line) to advertise the offline occasion. And throughout the occasion (offline), accumulating private particulars of leads resembling emails and telephone numbers to observe up via e-mail and cellular advertising and marketing (on-line).

Digital Marketing Funnel

Digital Marketing Funnel

By delivering an omnichannel buyer expertise throughout the personal journey, all how from the notice to the post-purchase phases, companies can interact their audiences at varied touchpoints.

As an example, companies can launch on-line PR campaigns to create consciousness, implement content marketing to assist clients to consider their merchandise, drive excessive buy intent visitors to their web site by way of SEO, digital advertisements, and e-mail, and nurture results in repurchase via Electronic mail Advertising and marketing, Digital Promoting, Advertising and marketing Automation, and Social Media Advertising and marketing campaigns.

The collection of digital marketing channels will depend on quite a lot of elements resembling:

  • Advertising and marketing targets: Are your objectives to extend model consciousness or encourage buy?
  • Advertising and marketing Funds: Do you’ve got enough funds to span your advertising and marketing campaigns throughout several digital channels?
  • Manpower: Does your advertising and marketing crew have the required information and expertise to handle several campaigns and digital companies?
  • Clients: Which platforms are your clients on? What are your buyer contact factors?

3. Creatives and Content material

The third pillar of digital marketing is the creatives and content material.

These are content material within the type of visible graphics, textual content, and movies created and marketed by your model that your clients work together with and digest, additionally known as Content Marketing.

Creatives come within the type of:

  • Advert banners
  • Video commercials
  • Textual content advertisements

Whereas Content material comes within the type of:

  • Weblog articles
  • Explainer movies
  • Infographics

What’s a Digital Marketing Technique?

A Digital Marketing Technique is a plan or plan of action in direction of attaining set advertising and marketing objectives. Objectives are decided by what your online business targets are and so as of precedence. As soon as these objectives are set, digital marketing campaigns shall be developed and executed to attain them.

A digital marketing technique is completely different from a digital marketing marketing campaign. When speaking about digital marketing technique, we’re referring to a grasp plan or a blueprint to attain a long-term or macro purpose. Campaigns alternatively are the particular ways used to attain extra micro, short-term objectives inside the digital marketing technique.

Why is Having a Digital Marketing Technique Vital?

Having a method is about as necessary as having a plan to attain any purpose. It totally optimises the workflow implementation, permitting excessive efficacy whereas overlooking varied areas to overview information analytics and performing upon them accordingly.

This makes means for steady enhancement within the varied digital marketing methods starting from search advertising and marketing (SEO/SEM), conversion fee optimisation (web site person expertise), e-mail advertising and marketing & social media advertising and marketing to construct in direction of your online business purpose, gaining new clients and constructing deeper relationships with present ones.

What you are promoting additionally wants an aggressive and sustainable content marketing technique to succeed in and convert extra clients via leveraging on the ability of on-line content material, whereas integrating the completely different digital marketing channels with conventional media.

As companies proceed to undertakedigital transformation of their core operations and in new channels of reaching clients, having digital marketing technique is significant for this success.

Key Elements of a Digital Marketing Technique

Some key parts of a digital marketing technique embody:

  • Defining the model: Utilise model pointers to outline your model. Think about the Distinctive Promoting Factors (USPs) of your online business.
  • Creating buyer personas: Perceive demographic data resembling age, gender, location, in addition to the motivations that drive folks to decide on the services and products. Use Google Analytics to help in creating purchaser’s persona and phase them in keeping with the key phrases in natural visitors
  • Defining S.M.A.R.T. (Particular, Measurable, Achievable, Related, Time-bound objectives.) advertising and marketing targets and KPIs: E.g. Obtain a 20% enhance in leads generated from contact type inside the subsequent 6 months
  • Figuring out goal markets: Use market analysis instruments resembling Google Key phrase Planner, Google Developments, and Fb Viewers Insights to conduct market analysis and establish potential goal markets
  • Performing aggressive evaluation: Use internet and social analytics instruments resembling similar web, Semrush, and SocialBakers to research your opponents and conduct a SWOT evaluation.
  • Managing and allocating sources appropriately to attain targets: Assets embody manpower (in-house crew or outsource, exterior advertising and marketing companies) and funds.
  • Reviewing and optimising marketing campaign efficiency: Use digital marketing analytics instruments resembling Google Analytics to trace, measure, and report your digital marketing campaigns’ efficiency

These are simply a few of the parts of a digital marketing strategy.

How Do You Develop a Digital Marketing Technique?

A digital marketing technique entails setting advertising and marketing targets based mostly on the evaluation of market data and goal audiences, choosing digital marketing channels and platforms, figuring out channel-specific supply ways, and defining macro advertising and marketing KPIs to measure the efficiency of the digital marketing technique.

Then again, an instance of a digital marketing marketing campaign centres around creating model consciousness (micro goal) by launching a viral advertising and marketing marketing campaign (tactic) on a selected social media channel like Fb. Quick-time period (micro) KPIs are used to maintain monitor of the progress and success of the digital marketing marketing campaign.

Earlier than creating any digital marketing campaigns, it’s best to first have a method. A part of the technique consists of making a buyer journey and touchpoint map that appears one thing like this:

Customer Buying Journey and Touchpoint Map

Buyer Shopping for Journey and Touchpoint Map

This map will act as a key reference doc when figuring out which digital marketing channels to focus on and which digital marketing ways your crew ought to execute.

The implementation means of a digital marketing technique which we cowl in our 2-day digital marketing strategy course appears to be like like this:

What is a Digital Marketing Strategy - An implementation process marketing departments can apply

Digital Marketing Technique Implementation Course of

For an extra complete instance, trydigital marketing strategic plan sample accomplished by certainly one of Equinet’s graduates from the Certified Digital Marketing Strategist (CDMS) programme.

You might also obtainfree digital marketing strategic plan template (Phrase Doc) to start out planning a digital marketing technique for your online business.

Digital Marketing Examples

There are numerous varieties or classes in digital marketing. Examples of digital marketing embody:

  • Social Media Advertising and marketing (SMM)
  • Search Engine Optimisation (SEO)
  • Search Engine Advertising and marketing (SEM)
  • Electronic mail Advertising and marketing
  • Advertising and marketing Automation
  • Digital Promoting
  • Content material Advertising and marketing

Let’s take a look at how Equinet Academy integrates and implements several Digital Marketing Methods resembling SEO and Content material Advertising and marketing, Electronic mail Advertising and marketing, and Social Media Advertising and marketing.

Digital Marketing User Journey and Conversion Funnels Example

Digital Marketing Person Journey and Conversion Funnels Instance

Within the Consciousness stage:

  1. Equinet markets the Digital Marketing Career Handbook to aspiring digital entrepreneurs by way of the Fb sponsored posts. (Social Media Advertising and marketing and Content material Advertising and marketing)
  2. Equinet additionally ranks on high of Google for digital marketing career-related key phrases resembling “digital marketing profession development and “digital marketing wage Singapore”. (Search Engine Optimization and Content material Advertising and marketing)

Within the Analysis stage:

  1. Equinet sends out emailers to subscribers on the upcoming course schedules. (Electronic mail Advertising and marketing)
  2. Equinet additionally has a course recommendation tool for customers to reply to questions and obtain course suggestions (Content material Advertising and marketing)

Within the Buy stage:

  1. Equinet runs retargeting campaigns by focusing on show and social media advertisements to customers who’ve visited any course pages. (Digital Promoting and Social Media Advertising and marketing)
  2. Equinet additionally ranks on high of Google’s natural and paid search outcomes for course-related key phrases resembling “digital marketing programs and “SEO course Singapore”. (Search Engine Optimization and Search Engine Advertising and marketing)

Within the Advocacy stage:

  1. Equinet emails course followup surveys to graduates of every course and sends followup reminders to attend group mentorship classes. (Electronic mail Advertising and marketing and Advertising and marketing Automation)

Within the above instance, you’ll be able to see that several digital marketing methods and digital channels are utilized in a built-in method all through completely different phases of the personal journey.

Additionally, creatives and content material are current at each stage of the personal journey, permitting customers to work together with the advertisements, emails, and web site content material.

You’ll be able to view extra digital marketing examples in our case study resource library.


The general digital marketing technique may be summed up into this framework:

Equinet Digital Marketing Strategy Framework

Digital Marketing Technique Framework

The person journey or shopping for funnel begins from the notice stage and progresses all the way down to the curiosity (analysis/consideration), motion (buy) and loyalty phases.

All through the personal journey, the shopper interacts with the model by way of completely different digital channels (natural search, social media, e-mail) and takes actions by way of CTAs or calls-to-action on advert creatives or web site content material (e.g. touchdown pages).

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