What Is Digital Marketing?

What Is Digital Marketing?

Pandan Social takes you through the details of digital marketing

Digital marketing involves all marketing efforts that are performed through digital channels.

So, what are digital channels? Most marketers will use the terms ‘your Facebook page’ or ‘your website’ to make it easier to explain. However, the term is more comprehensive than that.

Digital channels are all online channels that you and your customers can access. This includes:

– social media platforms (like Facebook, Instagram, Twitter, LinkedIn, and TikTok)
– search engines (like Google)
– websites
– mobile apps

Hence, digital marketing is advertising to your customers through online platforms, phone applications, and electronic devices.

Get easy-to-understand digital marketing tips and insights from the Pandan Social team now.

Why digital marketing is important

To turn your business into a success, digital marketing is essential.

That is, being there where your customers are spending their time the most is important.

As people are spending more than 6 hours online every day (that’s more than a quarter of their day!), engaging in digital marketing can help your brand stay competitive.

And having a strong online presence allows your customers to find your brand. Even if they’re logged into different social media sites.

While Twitter users enjoy real-time news and updates, Instagram creators want to show off their videos and images. On the other hand, LinkedIn users want to network with other business professionals.

Having a strong presence across all these platforms makes it easier for your potential customers to find you. And in the event that some of these customers choose to only use one or two of social media sites exclusively, being digitally ubiquitous is a smart decision.

Types of digital marketing strategies
Types of digital marketing strategies. Courtesy of Unbounce.

Types of digital marketing strategies
Just as there is a variety of online channels for digital marketing, there are different ways of making yourself more visible on these channels. They include:
– Social Media Marketing (SMM)
– Search Advertising
– Display Advertising
– Search Engine Optimisation (SEO)
– Content Marketing
– Pay-Per-Click (PPC) Advertising
– Influencer Marketing
– Lead Generation

Social Media Marketing (SMM)
Enhance your digital presence by improving your brand awareness and generating high-quality leads on social media.

Social Media Marketing lets your brand stand out on platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok. With this marketing strategy, you start with a social media account audit before mapping out your content strategy.

This will be followed by routine content creation and content scheduling services, as well as community engagement. The monthly performance reviews will round up your Social Media Marketing efforts to refine future content.

Search Advertising
Search Advertising lets your customers notice you when they use a search engine, like Google.

When they look up products or businesses like yours online, advertising in the top search results is the key to capturing their attention.

Adding Search Advertising to your marketing strategies enhances brand awareness, increases traffic to your website, and converts leads to sales.

Display Advertising
Engaging in Display Advertising positions your brand in front of your customers whenever they browse through websites and apps like YouTube and Gmail.

Designed to be visually-appealing, display ads represent your brand or highlight your product’s unique selling points in website banners, panels, and more.

Effective Display Advertising strategies ensure maximum reach for your brand while being impactful to your audience.

Search Engine Optimisation
Search Engine Optimisation (SEO) lets search engines, like Google, know that your website is relevant to your customer’s search for a product or service.

When these searches are performed, SEO boosts your brand or website’s ranking and visibility in the search results page. And hence, improve the chances of your customers discovering your brand.

Content Marketing
Engaging with your customers through Content Marketing assists in improving traffic, generating leads, and increasing sales.

Effective Content Marketing strategies may be used with the types of content like social media posts, blog articles, videos, and more.

Pay-Per-Click (PPC) Advertising
PPC Advertising involves paying for advertising only when your customer clicks on an ad. Until then, placing the ads online costs nothing.

Smart PPC advertising will enhance your brand’s online visibility, drive traffic to your website, generate leads, and increase sales.

Influencer Marketing
Influencers, or social media users with the power to influence online communities, allow your brand to connect with your target customers.

Adding Influencer Marketing to your advertising strategies opens up your brand to a wider audience. A broader reach enhances the visibility of your brand and increases the ROI of your marketing strategies.

Lead Generation
Gathering information on your customers is the first step in enhancing your marketing efforts.

Find out what your target audience is interested in, what they will potentially buy, and how to convert potential customers to loyal advocates. Then, use this information to refine your advertising campaigns and improve your engagement rates.

Discover how digital marketing with Pandan Social can enhance your advertising campaigns

What digital marketing can do for your company

Leveraging digital marketing can take your business further. Some of the benefits of using digital marketing in your advertising campaigns include:

1. Being seen in places where your customers spend their time and money
More than half of the world’s population are active internet users. This means that digital marketing lets you advertise to an audience of 4.57 billion people.

When this amount of potential customers are spending more than a quarter of their day surfing the internet, it is important that your brand is promoted there.

Being noticed in a place where your customers are looking for information, talking to friends and family, or shopping for products or services is how digital marketing can help your company.

2. Access to targeted and localised advertising
Digital marketing also lets you locate and reach your target audience. Being able to find the customers that will most likely respond to your ads enhances your marketing efforts.

This is because you now have the ability to control who sees your ads. Optimise your campaigns by recognising your target audience’s interests, location, recent purchases, and other identifiers.

When you have this information, you can now access an audience that is more receptive to your products or services. Hence, fully utilizing digital marketing with targeted and localised advertising delivers your message to customers who respond positively to your ads.

3. Insightful analytics tools for real-time measurement
As you’re optimising your advertising campaigns before their launch, take advantage of digital marketing analytics tools during and after they’re published.

With digital marketing, you can measure your ads in real time. Find out if and when your customers see them, if they interacted with the ad (in the form of a Like, Share, or comment), and if the ad led to a sale.

Then, adjust your ads with this new information. Shift your time and effort on the ones that are engaging your customers the most, and save money when you terminate those that do not.

Using insightful tools like Google Analytics will help your digital marketing campaign in the long run by helping you make the best decisions throughout the advertising process.

4. Access to mobile platforms
The world’s attention is shifting to mobile technology, with up to half of the internet’s traffic being generated through mobile devices.

Digital marketing brings your brand into this lucrative shift. Advertising on smartphones, tablets, and other mobile devices allows your brand to be seen in this growing market.

Important Takeaways
Digital marketing places your brand in front of more than half of the world’s population.

Advertising via ubiquitous online channels like social media platforms, search engines,
websites, and mobile apps will enhance your marketing efforts and brand awareness.

Find the target audience that will respond positively to your ads, create opportunities for higher engagement rates and conversion, take advantage of mobile technology, and benefit from insightful analytics tools with digital marketing.

Get started on your digital marketing campaign now. Contact us at or visit our Facebook page.

Debbie Amboi-Payne