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Digital Marketing

Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

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 their websites to connect with current and prospective customers.

With how accessible the internet is today, would you believe me if I told you the number of people who go online every day is still increasing?

It is. In fact, "constant" internet usage among adults increased by 5% in just the last three years, according to Pew Research. And although we say it a lot, the way people shop and buy really has changed along with it -- meaning offline marketing isn't as effective as it used to be.

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

Digital Marketing Salary

Digital marketing managers are in charge of developing and complete marketing projects according to the organization's goals and values. They must create efficient, effective advertising strategies in digital spaces to promote products or services. Most digital marketing managers focus on increasing sales and brand loyalty by holding events or campaigns to increase awareness and satisfaction. Digital marketing managers must have an expert-level knowledge of e-commerce and the ever-changing digital marketplace. In addition, an advanced understanding of Internet regulations and standards is a plus. Technical abilities such as a mastery of SEO (search engine optimization) is necessary, as is the ability to establish or maintain online brand recognition for their company.

Most digital marketing managers work in an office setting during regular business hours. Their main tools are a computer with Internet connection, computer software such as Adobe suite of applications for developing marketing initiatives, a projector for group presentations, and Microsoft Office programs. Digital marketing managers need to have sharp communication skills, as they typically manage a development group to reach their objectives. They usually report their progress to the president of the marketing department, and they may communicate directly with clients and the general public.

Digital Marketing Manager Tasks
  • Develop and implement strategies for new media and digital marketing teams.
  • Coordinate online marketing campaigns on all social and digital media platforms.
  • Build effective teams, manage multiple projects, and supervise collaboration between departments in order to drive positive business growth.
  • Lead website development and oversee all customer-facing digital communication channels.
  • Track growth and maintain analytics reports to provide up-to-date information to upper management.

Search Engine Optimization (SEO)

This is the process of optimizing your website to "rank" higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include:

  • Websites.
  • Blogs.
  • Infographics.

Digital Marketing Tactics and Examples

The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.

A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company's social media marketer might then help promote these blog posts through paid and organic posts on the business's social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. We'll talk more about these specific digital marketers in a minute.