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Digital Marketing

What is Digital Marketing?

Digital marketing is also often referred to as online marketing, and involves the promotion of brands by using the Internet, mobile devices, social media, search engines and other digital channels to reach consumers.

What is Digital Marketing?

Digital marketing is also often referred to as online marketing, and involves the promotion of brands by using the Internet, mobile devices, social media, search engines and other digital channels to reach consumers.

With the help of these digital tools, digital marketing is the way for companies to endorse and promote their goods, services and brands. Today’s consumers rely heavily on digital resources and use them extensively to search and compare products and services.

The development of digital marketing in the 1990s and 2000s changed the way companies and brands market themselves. Digital marketing campaigns are much more common nowadays, as digital platforms are woven into our lives and people are using digital devices more and more frequently.

Digital marketing tools

Digital marketing covers everything that involves using digital tools for marketing purposes. Some popular and well-known digital marketing tools are outlined below.

Search Engine Optimisation (SEO)

SEO stands for Search Engine Optimisation and plays an important role in the online and digital marketing world. It helps to widen the reach among potential customers by making the position of a brand or company appear higher in the search engine. It is estimated that more than 4 billion searches are done on Google each and every day, and this is growing year on year. With more than 90%, Google is the biggest player, followed by Yahoo! and Bing.

Search Engine Marketing (SEM)

Search engine marketing, like SEO, is a fundamental part of a sound online marketing strategy. SEO is an effective way to generate organic traffic at the top of the funnel. Search engine advertising is effective in generating traffic at the bottom of the funnel. The search engine result page is also called SERP.

Content Marketing

Content marketing is a marketing strategy that focuses on creating and sharing content for a specific type of online audience.

Content marketing is commonly used by companies to attract the attention of consumers, generate leads, expand their customer base and boost both brand awareness and brand credibility.

Additionally, content marketing attracts and builds up customer loyalty and provides valuable information to consumers that in turn increases their willingness to buy products from that company.

Influencers

Influencers are people on social media who have built up a reputation for their online presence and their knowledge on specific issues and other areas of expertise. They regularly post messages and content about a particular topic on social media and generate large groups of enthusiastic followers.

Brands and companies see the value of this, especially since they can use influencers to persuade their customers to buy certain products and services. As such, the use of influencers in online marketing strategy is a form of social media marketing.

Social Media

As previously mentioned, the use of social media in marketing is a powerful way for companies to reach their potential customers.

Customers are able to interact with their favourite brands through social media. Social media marketing includes publishing content, advertisements and other resources to motivate their audience.

The difference between online marketing and digital marketing

The term digital marketing refers to any digital means that is used for promoting a marketing message. Digital marketing is not limited to the use of online resources such as the Internet, and is therefore an umbrella term that encompasses a multitude of marketing techniques.

The main characteristic of online marketing, which is not true in the case of digital marketing, is that it does require an Internet connection.

Digital marketing in B2B (business to business)

Digital marketing and, therefore, online marketing, works differently for B2B (business-to-business) than for B2C (business-to-consumer). The difference is in the overall strategy, but also in the audience and how communication with the customer takes place. B2B primarily focuses on the needs and challenges of companies, or rather, the people in companies.

Hereby, a company becomes a customer of another company. One example of B2B is a co-working office building in the centre of Amsterdam. This company rents out office space to teams and employees of other companies.

B2B marketing content tends to be more informative and straightforward than marketing content in B2C. This is because B2B focuses on business purchase decisions and is more geared towards revenue impact. Return on Investment (ROI) is extremely important in B2B marketing and rarely a factor in the purchase decisions of consumers.

Digital marketing tips & tricks

The articles linked to the digital marketing tag deal with the various methods, theories and tactics for leveraging different digital marketing initiatives.

AIDA Model

June 12th, 2021

This article explains the AIDA Model in a practical way. After reading you will understand the basics of this powerful marketing tool. What is the AIDA formula? The AIDA Model is a universally praised means / formula within the…

Pirate Funnel : AARRR Framework

October 29th, 2020

This article provides a practical explanation of the pirate funnel / AARRR Framework. After reading this article, you’ll understand the basics of this powerful marketing tool. What is the AARRR Framework? The AARRR Framework is a tool to…

Search Engine Advertising (SEA)

December 12th, 2019

This article provides a practical explanation of Search Engine Advertising (SEA). After reading, you’ll understand the basics of this powerful marketing tool. What is Search Engine Advertising (SEA)? Search Engine Advertising (SEA) is a part of online marketing.…

Linkbuilding

November 28th, 2019

This article provides a practical explanation of linkbuilding. After reading, you will understand the basics of this powerful marketing tool. What is linkbuilding? Linkbuilding is the activity of trying to expand the number of incoming links to a…

Social Commerce

March 7th, 2019

In this article, the definition of Social Commerce is examined. Social commerce is, broadly speaking, the use of social media as a sales platform. It is essential to understand within the landscape of today’s digitally-driven world and shifting marketplaces. The…

Social Selling

February 5th, 2019

This article provides a practical explanation of Social Selling. After reading, you’ll understand the basics of this powerful marketing tool. What is Social Selling? Social Selling refers to sellers using social media to interact with customers directly. Marketing teams…

Content Marketing

January 22nd, 2019

This article offers a practical explanation of Content Marketing. After reading this article, you’ll understand the basics of this powerful marketing tool. What is Content Marketing? Content Marketing is identified by the Content Marketing Institute as ‘a strategic market…

Viral Marketing

March 20th, 2018

This article explains the Viral Marketing in a practical way. After reading it, you will understand the basics of this powerful Marketing method. What is Viral Marketing? Viral Marketing is a relatively new marketing technique. It spreads over the internet…

Social Media 24/7 Model

April 22nd, 2015

The Social Media 24/7 model was created by Ingmar de Lange, Judith Hordijk and Wilco Kaasenbrood. It focuses primarily on the structural use of Social Media. It does, however, indicate the features an organization needs to succeed in the…
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