Digital Marketing: The Who, What, Why, When & How

Before jumping into any of the details, first things first, what is digital marketing?

Digital marketing, also called online marketing, refers to all marketing efforts that occur on the internet.

Businesses often leverage digital channels such as social media, search engines, email, SMS, and various other channels and websites to connect with current and prospective customers and audiences.

Why is digital marketing important?

Digital marketing helps you reach a larger audience than you could through traditional methods, while targeting the prospects who are most likely to buy your product or service.

As a result of this, it's often more cost-effective than traditional advertising, and enables you to more easily measure success while offering more control for quicker pivoting and faster scaling.

A few major benefits of digital marketing:

  • You can focus more of your efforts on the prospects most likely to convert.
  • Considerably more cost-effective than outbound marketing.
  • Allows all brands equal opportunity to be displayed in front of ideal audiences.
  • Extremely measurable and data driven.
  • Digital strategies are extremely adaptable.
  • Can improve your conversion rate and the quality of your leads.
  • Allows you to engage audiences at every stage of the funnel through numerous channels.

Let’s go ahead and break down these down..

1 - You can focus more of your efforts on the prospects most likely to convert.

If you place an advertisement on TV, in a magazine, or on a billboard, you have almost no control of who sees the ad beyond the ability to control the locality. Of course, you can measure certain demographics — such as typical readership, or the demographic of an area — but it's still largely a shot in the dark, with much of the spend being wasted.

In contrast, digital marketing allows you to identify and target a highly-specific audience.. where you can send that audience extremely personalized, high-converting messages and advertisements.

2 - Considerably more cost-effective than outbound marketing.

Despite some data-driven limitations in this current age of marketing, digital marketing enables you to track campaigns on a daily basis with the ability to constantly make changes and optimizations on campaigns not optimally performing.

Not surprisingly, this is not the case for traditional forms of advertising. It doesn't matter how your billboard performs — it still costs the same, whether or not it converts for you and you can’t easily change something like a billboard or a magazine so easily.

3 - Allows all brands equal opportunity to be displayed in front of ideal audiences.

If you work for a smaller or medium-sized business, it can be extremely difficult for you to compete with the major brands in your industry when you’re up against multi-million dollar budgets on a monthly basis. This can make traditional channels nearly untouchable.

Fortunately, there are plenty of opportunities to outrank the big players through strategic digital marketing initiatives including marketing efforts like paid advertising, SEO, influencer collaboration, and a lot more.

4 - Extremely measurable and data driven.

What truly separates digital marketing from any sort of traditional marketing strategy, is in its ability to provide a comprehensive, start-to-finish view of all the metrics that might matter to your company.

This includes impressions, shares, views, clicks, purchases, abandoned carts, time viewed, products added, and time on page, and hundreds and hundreds more.

This is by far, one of the biggest benefits of digital marketing. While traditional advertising has its use-cases, its biggest limitation is undoubtedly measurability, and as a result, scalability.

5 - Digital strategies are extremely adaptable.

A lot of work goes into developing a marketing strategy with countless hours of market analysis, product market development, content creation, campaign optimization, and a lot more. However, things do not always go according to plan.

You may realize halfway through that you misjudged a important factor, an assumption was incorrect, or an audience did not react how you expected..

Fortunately, the ability to pivot and adjust the strategy along the way is virtually seamless, and often times actually beneficial. This is because all the meanwhile your underlying pixels and machine learning models are actually learning from that data how to better find your ideal prospects and audiences.

6 - Can improve your conversion rate and the quality of your leads.

Just as digital marketing makes it simpler to measure your marketing efforts, as does it make improving your conversion rate simpler.

Being able to measure the effectiveness of each tactic helps you develop better strategies and constantly optimize your efforts.

This results in continuously refined and honed conversion rate where you constantly learn how to better optimize the creatives you show, the landing pages you drive your visitors to, the audiences you reach out to, and the other various KPIs and elements you have control over.

7 - Allows you to engage audiences at every stage of the funnel through numerous channels.

It’s essential to begin engaging your audience as early as possible, which is often considered the cold — Top of Funnel marketing.

Doing so allows you and your business to make a connection with the viewer at the first stage of the buyer’s journey, helping push the lead through the customer funnel.

For traditional methods, that’s the end of it. On the contrary, digital marketing allows you to engage these prospects from start to finish, whether that be from 1 touchpoint or 7 touchpoints.

What Types of Digital Marketing Can You Use?

1 - Social Media Marketing

2 - Content Marketing

3 - Pay Per Click (PPC)

4 - Search Engine Optimization (SEO)

5 - Email Marketing

6 - SMS Marketing

7 - Online PR

8 - Sponsored Content

9 - Affiliate Marketing

10 - Inbound Marketing

11 - Native Advertising

12 - Search Engine Marketing (SEM)

Integrate Digital Marketing Into Your Strategy

Any opportunity where you can connect to your audience is an opportunity to convert a lead or acquire a customer.

Digital marketing creates so many more of those opportunities by allowing you to reach more potential customers through a wide variety of channels using a plethora of strategies.

Whether it’s social media platforms, websites, text messages, or any other online medium, digital marketing is an invaluable way to grow your business and reach more people.

If you’re not sure where to start, or looking to break through a plateau, and you could use a team of experts, we’ve got you covered!

Send us an email at or send me a message and we’ll be happy to help! ✉️

Thanks for reading,

Scott Caputo

CEO @ Adamant Media

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