Digital Marketing


Digital marketing, also known as online marketing can be defined as the promotion of brands that is done to connect with potential customers with the help of the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel. Therefore, simple if a marketing campaign involves digital communication, it’s digital marketing.

Digital marketing aims at reaching a larger audience than one could reach through the means of traditional methods. It helps in targeting the prospects who are most likely to buy your product or service. It has been observed it is often more cost-effective as compared to traditional advertising, and enables you to measure success daily and pivot as you see fit.

One can easily get confused between digital marketing and inbound marketing. This is because digital marketing utilizes similar tools as inbound marketing that is email, content on an online platform, and many more. Both marketing schemes capture the attention of prospects through the buyer’s journey and turn them into customers. So, where does the difference lies? The views of the relationship between the tool and the goal in the two are the area of difference.

Role of digital marketing

By the virtue of the internet, digital marketing can operate electronically and online. This paves the way for far more possibilities for brands to reach customers, including email, video, social media, and search engines.

For one’s business and brand awareness, digital marketing has proved to be very essential. Nowadays, almost every brand has a website. And if they don’t, they at least have a social media presence or digital ad strategy. Digital content and marketing are so common that consumers now expect and rely on them as a way to learn about brands. 

Types of digital marketing

There are many ways of interacting using digital media similarly there are various types of specializations under digital marketing. 

  1. Search engine optimization
  2. Content marketing
  3. Social media marketing
  4. Pay-per-click, or PPC
  5. Affiliate marketing
  6. Native advertising
  7. Marketing automation
  8. Email marketing

Advantages of digital marketing

Trading at a global level

A website allows one to find new markets and trade globally for only a small investment.


A digital marketing campaign that is properly planned and well-targeted can reach the right audience at a much lower cost as compared to traditional marketing methods.

Easy Tracking and Measurable results

One can always measure or predict the results through digital marketing. It enables the business owner to measure his/her online marketing with web analytics and other online metric tools makes it easier for them to establish how effective their campaign has been. 


If your customer database is linked to your website, then whenever someone visits the site, one can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.


By getting involved with social media and managing it carefully, one can build customer loyalty and create a reputation for being easy to engage with.

Social currency 


Disadvantages of digital marketing

There are some challenges and drawbacks when it comes to digital marketing.

Right Skill Set

One needs to make sure that their staff has the right knowledge and expertise to carry out digital marketing with success. The staff needs to up-to-date with all the tools, platforms, and trends as they keep changing at a fast rate.


Optimising online advertising campaigns and creating marketing content are some of the areas which can take up a lot of time. It’s important to measure your results to ensure a return on investment. 

The competition is high

All businesses are up against the global competition as everyone utilizes digital marketing nowadays. It can be a challenge to stand out against competitors and to grab attention among the many messages aimed at consumers online.