Digital Marketing. What is it and how does it work?

Digital Marketing is an umbrella term for the targeted, measurable and interactive marketing of products and services using digital technologies to reach and convert lead into customers and retain them. The key objective of any company’s marketing plan should be to promote their brand, build a prospect list and engage with current customers to develop products and content. There are three main ways to do this:

  1. Social Media
  2. Google Ad Words
  3. E-mail Marketing

Social Media

Social media is one of the most cost-effective ways to market your company or business, and depending on the platform you use is one of the easiest ways to bring in new customers if you make the most of your posts and advertising campaigns. Social media also enables you to interact directly with potential customers on a more informal and social level than e-mail or a direct mail campaign. Other than the time spent running your social media platforms, this form of marketing is largely free.

Google Ad Words

Google ad words is a PPC (Pay Per Click) advertising service provided by Google, It’s basically an action of keywords. Adwords allows the user to set an advertising budget and only pay when people click on the ad. Ads pop up when the relevant keywords are typed into google. The more you pay for your ‘click’ the higher up Googles first page you will be ranked, increasing your chance of being detected by potential new customers.

E-mail Marketing

E-mail marketing campaigns, allow you to  engage with all of the contacts on your list with one message – your message is sent to their inbox. Of course, you have to have a list or a ‘tribe’ of people to talk to in the first place which you would have achieved by through your lead magnets, SEO (Search Engine Optimisation) and PPC campaigns. You can create lists of people who have shown interest in different products or services and send out product specific e-mails for them to look at and read, and hopefully, click through and buy.


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