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What is Digital Marketing: A Complete Guide to Know

Azahiya Nambirajan

What is Digital Marketing?

In today’s digital era, the growth of digital marketing in the landscape is massive. It is estimated that the sector will reach a growth of 786 billion by 2026. Digital marketing has become the most popular strategy, and it stands ahead of traditional marketing strategies because traditional marketing strategies were not as popular as they had been in the beginning. Today, digital marketing provides a wide range of opportunities for businesses and helps reach their desired target audience. Digital Marketing Agency for promoting your products or services has become more than a trend; it has evolved as the need of business today. 

Thriving business firms focus on digital marketing and equip digital marketing strategies to stay ahead of the competitors. In simple words, digital marketing helps reach a global audience with a single campaign and good conversion rates for your business. On the other hand, it helps to reach the target audience easily. Digital marketing helps to get good conversion rates and helps to reach your target audience more quickly than any other traditional marketing. Digital marketing is the robust technology through which you can make your business thrive. In this blog, we will discuss digital marketing, why It is important, and give an overview of digital marketing in detail. 

Grow your revenue with results-driven Digital Marketing Strategy

Key aspects of Digital Marketing

Digital marketing uses multiple channels to promote products or services.

Digital marketing and digital marketing strategies help to reach the target audience and engage them with the service. Digital marketing helps to convert the target audience into customers.

Combining online marketing and offline marketing is an important and well-rounded strategy.

It is estimated that global advertising agencies will be spending $835 billion by 2026. 

Digital Marketing

In simple words, digital marketing helps promote your business online by using multiple channels. It can be 

    • SEO

    • Social media

    • Email marketing

    • PPC

    • Creating a landing page for the website

The umbrella term also includes marketing using digital devices such as TV or radio.

Digital marketing helps to establish brand awareness for your desired target audience and enhance your online visibility for your business to promote products or services. It will improve consumer engagement towards your product or service, which can be seen through click-throughs and conversion of customers for your business.

Search Engine Optimization: Search engine optimization helps optimize the website and enhance online visibility. Also, it helps to improve the rankings on search engines like Google, etc.

Pay Per Advertising: Paying for advertisements to appear on

    • Search engine results page

    • Social media platforms

Social Media Marketing: Social media marketing involves creating and sharing content on social media platforms for brand awareness and connecting customers towards your brand with engaging content.

Content marketing involves creating and sharing valuable content. That includes

    • Blogposts

    • eBooks

    • Videos

To attract your target audience.

Traditional offline Media for Advertising: Advertising the products or services through

    • Radio marketing

    • Tv Marketing

    • Billboard advertising

    • Print advertising

Out-of-home advertising involves 

    • Transit ads

    • Billboards

This can be a great way to reach a wider audience and enhance strong visibility.

TV marketing: It helps to promote your product through 

    • Advertisements

    • Infomercials

    • Demonstrations

Radio Marketing: It will help promote commercial products to listeners.

According to market research experts, the digital marketing sector will reach $363 Billion in 2023.

You can use both online and offline as a combination of the digital marketing strategy, which will help the companies to reach their target audience. On the other hand, it will engage and attract new customers to convert them into loyal customers.

Why Digital Marketing is Important

At present, most companies have moved to digital media because Facebook and Google generate more revenue than traditional media companies.

 At present, mobile phone usage has been reaching massive growth. Most people use phones to find stores or restaurants. But here one thing is common, that is most people have mobile phones, especially for their needs. So, reaching them digitally will reach a wider audience and attract new audiences to your brand.

According to the statistics, there are 5.44 billion users worldwide. Among them, 5.16 are internet users, and 4.76 are social media users.

Digital marketing is essential to selling products or services in front of customers.

Even the smallest local stores can get benefits through advertising. According to the survey, 43 percent of people conduct a local search on their mobile phone before visiting a physical store.

Some of the best aspects of the digital marketing are 

Provides Access to More Data

Through the help of the analytics tool, you can analyze the customer and their buying cycle. With the help of this, you can find out what the customer expects from the product and what they want. Through this, you can figure out what works for them and choose the strategy wisely to convert them into your customers.

Helps Reach a Wider Audience

Digital marketing helps reach a wider audience than traditional marketing methods. Through digital marketing, you can reach your target audience on various social media platforms. This helps to reach the audience worldwide. If you are looking to reach a wider audience, then digital marketing is the key to reaching them.


Digital marketing is more affordable than traditional marketing, apart from TV or print advertising. With digital marketing, you can run targeted campaigns along with a good return on investment for your business. By choosing your business strategy and your business needs, you can choose the strategy according to your needs.

Provides Greater Engagement

To get customer engagement, you can use email and social media to reach your target audience by promoting your product or services to engage your audience. For example, if you are creating content on your website, it can attract more users to your website. It will help to convert your customers. According to HubSpot, around 56 percent of people read a blog post before going to a purchase.

Offers Measurable Results

You can use tools like Uber suggest and Google Analytics to analyze the 

    • Web traffic

    • Conversion rates

And the other metrics to see your performance in campaigns.

Help your business compete in digital marketing to reach the target audience. In the best cases, it will help increase the return on investment.

Online Digital Marketing Overview

There are two types of digital marketing: online and offline. The types of online marketing are 

    • Search engine optimization

    • Search engine marketing

    • Content marketing

    • Social media marketing 

    • Affiliate marketing

    • Email marketing

Search Engine Optimization (SEO)

Search Engine Optimization is the process of optimizing the content for your website and writing informative content to get the best rankings on search engines. A well-optimized SEO strategy that involves

    •  On Page SEO 

    • Keyword research 

    • Creating content quality 

    •  OFF Page SEO 

    • Enhancing user experience through page speed

    • Checking the analytics

It will help to increase the online presence and visibility of the page. Which will help improve the conversion rate for your customers.

SEO is an organic approach that attracts visitors through your products or services. However, for well-optimized SEO to generate results.

Search Engine Marketing 

According to the digital advertising industry, it is expected to be more than 262 billion by the end of 2023. The most popular search engine marketing is referred to as paid advertising. You can use PPC for advertising that is through 

    • Google ads

    • Facebook

    • Instagram

In general, SEM marketing or PPC Campaigns focuses on the targeted keywords for bidding them to use the keywords in the content. Based on the quality of the keywords and the content, your blog will be ranked on the webpage. On the other hand, for the PPC, the advertisements with the highest bidder will be ranked on the search results. When a person searches for a keyword on a search engine based on the user’s search intent, the advertisements will be displayed. Once the advertisement is clicked, the person who posted the advertisement will get paid. The advertiser will get the pay when the advertisement is clicked. 

The main advantage of SEO marketing is you will get the results quicker rather than spending on PPC for advertising. However, for PPC, if you do not have the budget and a well-planned strategy for your business, then it can turn into a heavy burden for you.

On the other hand, there are several tools for using PPC to promote the brands, and Skyscanner is a popular tool among them. The sky scanner takes the user to the landing page once he clicks on the advertisement. It gives the exact results based on the user's search intent. The Skyscanner tool is designed in such a way that makes it a unique tool for PPC rather than others.

Skyscanner also combines the partnerships for running their campaigns through their internal data science. Also, they will monitor the campaigns and keep track of them to get the desired results for the clients.

Protein Works is one of the popular brands utilizing PPC. Now, it appears at the top of paid search results on Google. 

Content Marketing

By posting content regularly with well-written, valuable content. It will help to establish the trust and the user engagement towards your brand. Well-written, informative, and optimized content will help you get authorized by Google. Your content will be authorized by Google if it is valid and has more user engagement towards your site. Content Marketing can be done through multiple forms

    • Blog posts

    • Long term articles

    • Video and email marketing

    • Infographics

 Apart from selling your products through the brand, content marketing focuses on educating the users. It helps the users understand the content through various aspects, which helps you connect your brand directly with the audience. 

 Well-written and optimized content will help build trust among users. Also, it will improve the website traffic with user engagement. Instead of flash content, well-written and optimized content that is published consistently will help to improve user engagement for your brand; according to a recent survey of the content marketing institute, 75 percent of the users have mentioned that content marketing is vital for establishing brand trust and awareness.

However, content marketing is time-consuming, and it is a long-term strategy if you are looking for a long-term, well-planned business strategy that will benefit your business.

Websites like hub spot are one of the best examples of content marketing which used to merge the 

    • blogs 

    • Newsletters

    • Videos

    • Podcasts

Making your content available on multiple channels will help you reach your target audience. This website provides 

    • Free templates

    • e-books

    • workbooks

    • free courses

It is another reason why more users visit this website for content.

Social Media Marketing

This digital marketing strategy uses multiple social media platforms to reach the target audience. Through social media marketing, you can establish your brand to the target audience and sell your products or services more effectively than any other strategy. Posting your products regularly on social media will help reach a wider audience and engage your target audience with trust in your brand. It will help you to build customer relationships and enhance sales for your brand.

Before creating and posting the content on social media, identify your target audience. After that, create content and post it on social media about your brand on a regular basis. It will help to increase the website traffic and user engagement. Interacting with the customers and posting content according to their needs will make your brand more visible to the other audience.

On the other hand, social media marketing also focuses on paid advertisement by targeting the target audience. In general, identifying the target audience depends on

    • Demographics

    • Interests 

    • Behaviors

One of the key aspects of social media marketing is that you can promote your brand through a global audience. Also, through social media, you can collect data about the audience, and based on that, you can sell your product through social media.

But nowadays, Social Media Marketing has become more competitive than ever before. So, if you are looking to reach your target audience with your product on social media platforms, then your content should be more precise for them.

Affiliate Marketing

Affiliate marketing is one of the strategies of digital marketing. This strategy helps promote your product with the unique link in a commission return when the product has made a sale.

You can promote your product with affiliate marketing using

    • Mailing lists

    • Website content

    • You tube

If the buyer clicks on the affiliate link for purchase, then the marketer will get some part of the money.

Affiliate marketing is a cost-effective way to sell products or services to a wider audience. The flaw in affiliate marketing is that it is difficult to manage a large number of affiliates. Another problem is that it can be a fraud.

Email Marketing

Email marketing is one of the most predominant and effective ways of digital marketing.

Email marketing works by engaging the users with the 

    • Mail lists

    • Lead magnets

    • Websites

On the other hand, customers can make use of it to buy products.

To make use of an effective digital marketing strategy, you can split the emails to categorize your target audience. It will help send targeted emails and help with the segmenting for better results.

Email marketing helps you to focus on the target audience and customize an approach for your brand based on your business needs. It also helps you with measured metrics. It will help you know about your competitors and help you improve your business.

One of the major disadvantages of digital marketing is the legal compliance through which it compiles the CAN-Spam Act and general data protection regulations. 

Offline Digital Marketing

Offline digital marketing performs much more effectively than online marketing. Even though it still uses digital devices

    • Mobile phones 

    • Radio

    • TV

Today, modern marketers don’t focus much on offline digital marketing. They are now focusing more on online digital marketing. So, if you are focusing on offline digital marketing, then it will be easy for you to take a lead against your competitors.

Some of the most common strategies are

SMS Marketing

    • QR codes

    • SMS marketing

SMS Marketing is one of the most popular marketing, especially for mobile phones

Around 90 percent of people focus on the business instead of phone calls. It will be effective without disturbing the customer's time, and it will also use opportunities to market your products to increase sales for your business.

Around 98 percent of people open text messages for guaranteed reading where consumers read them. So, if you are reaching your customers, you need to ask permission to send an SMS to promote or sell your product.

Some of the critical aspects of SMS Marketing

Send your audience about the 

    • Special deals

    • Coupons

    • Discounts

Which will help to attract the audience and turn them into your customers.

Using text reminders as customer service to enhance mobile marketing. In general, many pharmacies alert customers with prescriptions and medical check-ups.

Reaching your customers on a regular basis for special deals and giveaways

QR codes

QR codes are barcodes that help users use a webpage or app.

At present, you can use smartphones or QR codes by using the camera on a smartphone and opening a website.

    • Brands use QR codes to 

    • Deliver ads

    • Send users to a video

    • Combines with other forms of digital marketing

In recent times, AI has transformed the QR Code used by Cocola for campaigns.

From Digital Strategy to Success Start your Business with Orange Digital Marketing

Future of Digital Marketing

The future of digital marketing has been evolving daily through

    • New platforms

    • New tools

    • New techniques 

Which will help create more opportunities to connect with the audience. The future of digital marketing allows reaching the customer in numerous ways.

Artificial Intelligence 

Global brands like Amazon are making use of AI to build new strategies. Due to the growth of AI, it has been taking down the primitive strategies of business. 

    • Effectivity and productivity

    • Enhanced customer experience

    • Smarter decision making

    • Cost reduction

Innovative and competitive advantage. Tools like chat GPT are good for optimizing the content with keywords and written content. AI helps to create 

    • Videos

    • Enhancing visibility

    • Segmentation

For sure, AI has been growing in digital marketing without limits.

Augmented Reality

Augmented reality is another transforming technology in digital marketing. According to Google, the gen z will shop using AR in 2025.

AR will be valid for

    • Creating interactive advertisements with customers

    • Interacting with virtual objects

    • Playing games

    • Accessing information using AR-enabled apps

Providing enhanced product visualization and visual trials to improve the shopping experience. Location-based marketing leveraging GPS and AR tech to provide personalized information on this location.

Enhance the storytelling for your brand using AR to bring the quality of the product to your life. Through the AR way of storytelling, it will create an immersive narrative for the user of your content.

The advantage of AR is the ability to use try-on apps, which you can try before buying. It will increase the 

    • Customer engagement

    • Boost brand awareness

    • Increase sales

These technologies are now focusing on the new metrics. Now, tech companies are measuring about

    • How many people try to experience

    • Time spent using AR

    • Effect of Brand Affinity

    • Likelihood of customers returning on experience

The growth of AR and VR in social media is increasing, through which the content will be customized and optimized according to the campaigns for gaining valuable data from the user.

Steps to Build a Digital Marketing Strategy 

Suppose you are a start-up company and investing money in running marketing campaigns. Then, you are wasting the money on marketing campaigns. Instead of focusing on a well-optimized digital marketing strategy, it will help to achieve a marketing strategy that will help to meet your business goals and objectives for your business. If you are looking for a developed digital marketing strategy, then follow these steps.

Research and Understand Your Audience

Identifying the target audience based on the specific data points of

    • Gender

    • Age

    • Education

    • Purchasing power

    • Location

This accuracy will help to save your advertisement budget effectively on selling your product. This will help you to buy your products or services online.

Following these steps seems to be quite challenging for reaching your target audience. So, it is important for you to identify the audience through the help of metrics.

To analyze the market, check these below listed information

    • Are you operating in a well-established market or developing one

    • Is your industry mainstream 

    • Who are your major competitors

    • Which types of content work well for them

If you are starting on a blog post, think from the minds of the ideal customer and then use data points to identify your target audience. Before starting writing, check for the popular blogs in the industry. Make sure to keep track of the content to provide valuable insights, which will make the content creation easier. Use tools to search for popular content to get creative ideas from the target audience.

Set Digital Marketing Strategy and Goals for KPI

At present, marketers are focusing on goal setting, which is a shame. A well-developed digital marketing strategy will cover your goals and needs for business. In simple words, it will establish your brand. Having a proper goal for the business will be easy to monitor and update. For this, you have to plan the marketing strategy properly. In common, the marketers will be focusing on setting competitive goals instead of focusing on your brand’s unique insights or increasing your brand’s position within your industry, with clear and established goals along with the KPI for brand awareness. It will help to establish the brand through a wider audience and sustainable growth in the industry.

Create your Digital Marketing Strategy.

After developing the fundamental strategies for your business, it is time to build and implement digital marketing solutions for your brand.

During the time of implementing the digital marketing solutions, you need to focus on which digital marketing channel you are going to use for the business. This task can be seen as time-consuming; therefore, take your time and decide which digital marketing channel you are going to choose for your business.

Building a digital marketing strategy will reduce the risk effectively. Focusing on specific campaigns for establishing your brand can be done effectively. Also, it depends upon the type of digital marketing channel that you are using for the business. It will save the budget and be effective for your business.

If you are using paid social media advertisement as your channel, then you should set a goal.

Then, implement the strategy based on your business needs. If you use paid social media advertisements, then analyze the Facebook ads. After analyzing it, make a plan for your campaign to market your brand to the target audience in social media. For making campaign, you can use the data available on social media. Also, using this data, you can predict future campaigns for your brand and establish brand awareness as per your desired outcome. It is possible to use social media marketing for campaigns in an effective way. 

Continue Improving

Today, most brands struggle because they lack long-term goals for the business. Analyzing the data and implementing innovative strategies according to the business trends is important for sustaining your business in the long term. Make sure to analyze the data for each quarter for the marketing campaign. It can be seen as a huge task, but it will help to solve most of the issues that are.

    • Not known about the problem which is fixed

    • Lack of understanding about the target audience

    • Confusion in processing data

    • Limited marketing budget

Setting a clear and measurable goal for your business will make your brand astonishing in the long term. So, maintaining a brand reputation and understanding long-term growth is important. Keep in mind that growth is not linear. Implementing new strategies will be helpful in finding successful ways.

However, not all innovative digital marketing tips will be beneficial for the business. Identifying the strategy which is suitable for your business is important. Popular and reputable brands have a clear understanding of this to sustain their business for phosphorus growth in the long term.

The goal of digital marketing is to use multiple channels and innovative strategies to make your brand successful, apart from collecting and analyzing the data for each quarter of the year. Based on this, build a plan with the new strategies according to the business trends and needs of your business. It will help sustain business growth.


We hope this blog is helpful for you to understand digital marketing and how it helps to grow your business in a competitive landscape. To build a digital marketing strategy, you need to know your budget and your business needs. By implementing the strategy, you can start reaching your target audience. Before making any strategy for your business, identify the uniqueness of your brand and make that a selling point to reach your audience. It will help to attract a wider audience and the target audience.

However, digital marketing evolves over time, so constant learning about digital marketing is important. If you are using digital marketing for business, then you have to evolve according to the business trends. Learn about the existing and new tools in the market. Plan about how to use these tools to improve the business. Making innovative strategies for your business will open the way for a wide range of lead-generation opportunities. It will cater to new customers towards your business, and it will also engage a new audience for your business. 

Moreover, there is not any precise strategy for choosing a particular digital marketing strategy for your business. So, it is necessary for you to plan your needs and strategies for the business. Plan your strategies more precisely according to your business needs. Developing new innovative strategies also makes a competitive analysis to stay ahead of your competitors.  

Also Read: Top 10 Digital Marketing Agencies in Chennai

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