Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.
A seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, but there are some minor differences. And conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I’ve learned a lot about how those small differences are being observed across the world.
While traditional marketing might exist in print ads, phone communication, or phsycial marketing, digital marketing can occur electronically and online. This means that there are a number of endless possibilities for brands including email, video, social media, or website-based marketing opportunities.
Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with a variety of marketing tactics on a budget. With digital marketing, you can also use tools like analytics dashboards to monitor the success and ROI of your campaigns more than you could with a traditional promotional content — such as a billboard or print ad.
Digital marketing is a discipline that has been growing intensely in every sense over the last two decades. But what is digital marketing actually covering and why is it one of our focus areas? Well, there is no exact definition of digital marketing, it is a broad concept that means different things to different people; it can basically refer to any marketing efforts in the digital space.
While digital marketing is often just one element in a broader marketing strategy, the digital part of marketing is increasingly dominating. No wonder, as more than 80 percent of all purchases of services or goods start online according to studies. Tools and platforms available for digital marketeers are constantly proliferated and improved to target, interact and measure in even more sophisticated ways. This presents great challenges and even greater opportunities for the companies and their marketing departments that need to seize new opportunities faster than their competitors to keep or improve their market position.
Advanced digital marketing tools
This also leads us to answer the second part of the questions; why we as an agency for independent consultants focus on Digital Marketing:
Since digital marketing is covering a variety of specific disciplines that each require solid technological knowledge and hands-on experience to truly excel, it makes good sense to hire digital marketing experts for each specific area. Meanwhile, few companies will have the need and budget to hire a niche expert as a permanent employee, and the solution for getting flexibility, variable cost and high expertise can be found in the freelance consultant market.
The purposes of digital marketing are essentially the same as with traditional marketing, but the tools and speed of change are significantly different. This short video gives a good overview of the complexity of the digital marketing field, the advantages and the challenges: