The Basics of Digital Marketing

Whether you are a marketing beginner with lofty dreams of making a name for yourself in the sphere or an ambitious business owner trying to get more eyes on your product, the fact of the matter is that marketing matters in this day and age!

But you may be wondering, what exactly constitutes “digital marketing”?

It’s simple, really. Digital marketing is essentially an umbrella term that encompasses all marketing activities executed through an electronic or digital medium. Typically, digital marketing strategies involve the use of an online platform such as the Internet and online advertising as marketing tools.   

Digital marketing comes in many forms but the basic three forms comprise:

Email Marketing

The vast majority of Internet users most likely has an email or two on hand for their personal use or for work purposes. And this is where email marketing is vital for your brand as there is a massive number of untapped, potential new buyers to plan your marketing strategy around.

Additionally, the type of email marketing strategy will differ from the type of company that you own. Various factors like growth, market demand or product reception would also influence your strategy and marketing campaign.

In that sense, an email marketing campaign can also be described as a comprehensive game plan to promote the sale of a specific product or service to a targeted audience. While this approach is considered a budget-friendly alternative to traditional advertising, it does also come with a downside as your email may be ignored or moved to the spam folder automatically by spam filters.

This is why digital marketers and digital marketing agencies do not rely solely on email marketing. Some marketing agencies also prioritize other aspects of digital marketing, such as search marketing.

Search Marketing

Speaking of search marketing, this type of online marketing strategy involves both search engine marketing (SEM) and search engine optimization (SEO).

You would have probably heard of Google, Bing, or Yahoo if you have ever used the Internet. These are the de facto top three search engines in the world.

At its core, search engines rely on a complex algorithm to sort requested queries by relevance. To do this, the search engine needs to crawl and index the entirety of the Internet.


Used by search engines to find publicly available information on the Internet by scouring websites hosted on various web servers. The crawlers then look for information about a website such as the number of pages, text content, images, while expanding the field of search by following any internal or external links on the website.


Refers to the process of organizing, sorting and storing identified information by the crawlers which are then presented to the end-user.

It is important to note that if your website is not indexed, then it will not appear on the search engine results page (SERP). Conversely, the SERP is also influenced by the information indexed and the process of optimizing the website. In short, search engine optimization (SEO) is what will make your page more visible on the SERP.

Other important things to note about search marketing and SEO are keywords, links, and relevance.


Specific words or phrases that your target audience may use to search for your business or field of work. The more frequent your website uses certain keywords, the higher your website will be ranked in the SERP.


Comprises outbound, inbound, and backlinks, and are needed to maintain SEO ranking.


This refers to the quality of the page and how close it fits the users’ query when they click your link from the SERP. Relevance is also influenced by the bounce rate of your page.

Lastly, there are ways to have your website link ranked higher than others — paid search advertising. Popular search engines like Google and Bing offer paid advertisement opportunities to place your ads in the top search results.

There are two ways to pay for search advertising: 

Cost-Per-Click (CPC)

Each time someone clicks on your link, you pay the search engine a fee.

Cost-Per-Mile (CPM)

You pay the search engine each time your ad is displayed to your target audience.

Social Media Marketing

Using social media as an advertising platform, marketing content may also be specifically catered to each of its users’ preferences.  

There are numerous ways to employ marketing strategies on social media, but the most common is by using dedicated pages and paid advertising.

In essence, using a dedicated social media page to market your brand, product or service would allow potential and existing customers to see your business more readily. Likewise, paid advertising simply means paying for your content to be shown to a particular audience, similar to CPM advertising in search marketing. Social media giants like Facebook and Instagram are known to employ the use of targeted advertising.

As with any other marketing strategy, paid advertising on social media will vary depending on the nature of your business. 

Similarly, influencer marketing has become all the rage these days. It is a marketing strategy that focuses on influencers or key opinion leaders (KOL) and their audience base.

Also known as testimonial advertising, an influencer will roleplay as a potential buyer who advocates a sponsored product to their audience on a social media platform.

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