The Essentials of Digital Marketing: What it is and Why it Matters

Dictionary , Digital , Marketing Digital
March 16, 2023 | 2 months, 3 weeks ago

Author: Erika Caballero
Great strategies start with small but constant steps. I love learning and sharing what I learn, as a hobby I help brands reach their full potential, create new solutions and disconnect from their concerns.

The internet is becoming increasingly important in the way businesses operate, and now we'll explain an essential point that reflects the work being done.

Our goal with this article is to introduce you to what digital marketing is and encourage you to implement it in your company.

What is marketing?

Simply put, marketing studies consumer behavior and the market to create solutions that meet their needs through actions that involve product, price, place, and promotion strategies (the 4 Ps of marketing).

What is digital marketing?

Considering the above, digital marketing can be simply defined as the creation of strategies focused on the 4 Ps within digital media (websites, blogs, social networks, etc.) to meet market needs and enable an exchange of goods and services.

There is some controversy over the idea that digital marketing can replace traditional marketing. However, it has been proven over time that this is not the case, as we are dealing with consumers who live in both online and offline environments and who positively respond to omnichannel interaction.

The main objectives of digital marketing are to introduce a product, service, or brand, create brand awareness, promote, sell, and generate loyalty through the internet.

To achieve these objectives, brands must strategically identify whom to target, how to do it, where, and when (these questions are directed towards consumer habits), but they must also seek to answer “why” (related to understanding their motives).

Today's consumers rely heavily on digital media to search for and obtain products. Searches are conducted to better understand the product through reviews made by other users.

According to HubSpot Research, around 77% of customers research a brand online before interacting with it. Meanwhile, 51% of consumers say they use Google to search for products before buying them.

A successful digital marketing strategy typically involves a combination of several methods and techniques. Depending on business needs and objectives, there are countless ways to do digital marketing.

The COVID-19 pandemic has undoubtedly transformed the marketing landscape and accelerated the shift towards digital marketing. According to a report by McKinsey & Company, the share of digital interactions has increased by 20% since the start of the pandemic, indicating a significant surge in online consumer behavior.

It has become increasingly clear that relying solely on traditional marketing methods can put businesses at a disadvantage compared to their competitors. With the growing preference for online shopping and digital interactions, it has become crucial for businesses to adapt to these changes to remain relevant and successful.

According to a Deloitte survey, 70% of consumers prefer to purchase online, and this trend is expected to continue even after the pandemic. Companies that have already invested in digital marketing strategies have seen a significant increase in their return on investment (ROI) and customer engagement levels.

In addition to being cost-effective and measurable, digital marketing also allows businesses to reach a wider audience and target specific demographics more effectively.

Common methods for digital marketing include:

• Search engine optimization (SEO)
• Email marketing segmentation
• Content marketing
• Social media management
• Use of landing pages
• Advertising with partners
• Mobile apps
• Pay-per-click (PPC)
• Social media marketing (SMM)

Benefits of digital marketing include:

• A website allows you to find new leads and gain worldwide exposure.
• A well-planned digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.
• Digital campaigns are easier to measure with specific and effective tools. You can obtain detailed information about how customers use your website or respond to your advertising.
• Provides the ability to test and optimize campaigns in real-time to improve ROI and customer engagement.
• Allows for easy integration with other digital tools and platforms, such as CRM systems and marketing automation software.
• Enables businesses to build and maintain a strong brand image through consistent messaging and customer experience across different digital channels.
• Provides the ability to track and analyze competitors' digital marketing strategies to gain a competitive advantage.
• Your customers will be just a few clicks away. Unlike other media that require people to get up and make a phone call or go to a place.
  
  

Overall, digital marketing allows businesses to reach customers during everyday activities such as checking social media, reading online articles, watching videos, etc. When customers are exposed to this type of marketing naturally and regularly, advertising is no longer tedious for them.
So, take the step to implement digital marketing strategies to attract more audience to your company.

At Unplug Studio, we are here to help you create them.

References:

Deloitte. (2021). The global state of e-commerce in 2021: From business strategies to consumer preferences. Retrieved from **[https://www2.deloitte.com/us/en/insights/industry/retail-distribution/global-state-of-ecommerce.html](https://www2.deloitte.com/us/en/insights/industry/retail-distribution/global-state-of-ecommerce.html)**

Ito, K. (2020, October 16). 50 Important Stats to Help You Create the Best Possible E-commerce Strategy [Infographic]. HubSpot. **[https://blog.hubspot.com/marketing/ecommerce-stats-infographic](https://blog.hubspot.com/marketing/ecommerce-stats-infographic)**

McKinsey & Company. (2021). The great consumer shift: Ten charts that show how US shopping behavior is changing. Retrieved from **[https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing](https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing)**