You’re probably thinking, “Well, one more tricky word. Not enough traditional or online marketing? But the number is not as scary as the name sounds. And many companies successfully use his methods, sometimes without even knowing it. We described what digital marketing is and asked experts to comment on it.

Views on digital and the effectiveness of different channels can vary, so we immediately asked for the opinions of several experts in this field.

What is digital marketing?


Digital marketing is a general term for the marketing of products and services that use digital channels to acquire and retain customers. In addition, any channels, from advertising on Internet radio to the announcement of contextual advertising on the Internet. Put simply, digital marketing service is any promotion that uses digital technology.

Often this concept is confused with internet marketing, but they have a significant difference. Digital marketing also includes online marketing but is not limited to the Internet. Let’s compare: Internet marketing is SEO website promotion, context, webinars, etc. – all channels that are available to the user only on the Internet. And digital marketing is all of the above, plus advertising and promotion in any digital media outside of the web.  It is digital communication that takes place both online and offline.

And of course, digital does not include promotion through such traditional channels as print ads, leaflets, TV commercials, or billboards. However, if the billboard has a QR code that takes you to the page, that’s already digital marketing. In a word, the essence of Internet marketing is the use of digital channels.

The History of Internet Promotion: How Online Marketing Began


Once upon a time, digitization was possible without internet marketing. An example is the pioneer of this direction, SoftAd Group (now ChannelNet). In the mid-1980s, they developed an unusual advertising campaign for several car manufacturers.

The idea was this: readers of the magazine had to cut a special insert out of the magazine and mail it in. In return, they were offered a free test drive and floppy disks with advertisements for various car brands. Therefore, the company used digital media in conjunction with offline promotion tools. And the term “digital marketing” (or “digital marketing”) itself began to be used in the 90s.

What is included in digital marketing

Each of the digital marketing tools and channels can be devoted to a separate article. Therefore, we will not analyze them in detail, but we will list the most common types of digital marketing:

  • SEO and SEM ― search engine marketing;
  • advertising in applications, instant messengers, and online games;
  • sending SMS and MMS;
  • advertising on interactive and outdoor LED screens, and self-service terminals;
  • contextual advertising, banners, and teaser advertising;
  • SMM ― social media marketing;
  • email marketing;
  • digital TV and internet radio;
  • affiliate marketing where the webmaster is paid for attracting each visitor or buyer.

Digital marketing is complex multi-channel promotion. Therefore, it is important not to try to embrace them all, but to go beyond the goals and capabilities of the company. What’s more, many experts believe that there are no universal solutions, and tools should be selected for a specific company.

 “When building solid marketing communications, we need to take care of the foundation, which is the website. The website should be: legible, logical, fast-acting, and meet business goals. And often they are not.

Many companies start with Social Media. He wants to create colorful posts, gain fans or shoot funny videos. Of course, these activities are also important at some stage, but you should not always start building communication with gaining fans on Instagram.”

All tools that are in digital marketing can be divided into 3 main groups.


Paid Assets: All digital manifestations for which the company must pay.

Own resources: websites, and pages on social networks that the company owns and can use.

Earned resources: so-called word of mouth or earned media – free or purchased communication channels.

Few companies can afford to do everything at once, but most often it is not necessary. The choice depends on the goals of the company and/or the approach of the project agency.

Content marketing as one of the elements of digital marketing

This type of marketing helps:

  • attract potential buyers;
  • maintain contact with the audience;
  • reveal the value of the product;
  • answer a stream of questions from current and future buyers;
  • build customer relationships by turning customers into brand ambassadors.

 Content marketing is especially important for a complex product. Before the sale, the task of marketers is to generate interest and need for the product. The easiest and most effective way to do this is through content – blog articles, social media posts, and newsletters. Content is what builds the first stages of the sales chain: from an occasional visitor to a lead.

Content marketing is one of those areas that will probably always accompany our industry. You will always need brand names, content on websites or applications, etc., etc. In fact, content marketing is slowly becoming less about sales and more and more about solving problems. The fancy sales slogans straight from the 20th century are dominated by: guides, reviews, product or service comparisons, storytelling, etc. 

In addition, SXO is becoming more and more important, which is a combination of SEO and UX, and not content creation itself, but an important part of it is the proper arrangement of content on the website or in the application. As a result, the distribution of the content itself is becoming more and more important. i.e. where we will put our text, even a simple call to action. 

Content marketing is still king and will not be dethroned anytime soon. Brands, as well as marketers themselves, are also increasingly aware of the importance of strategy in this aspect, i.e. the so-called content plan, as well as content writing, i.e. better and better quality, deeply comprehensive content. Even though theoretically we read less and find it increasingly difficult to focus our attention, a good text will be more and more rewarded because it answers the questions of users, consumers or customers.

Advantages of digital marketing


Digital marketing allows you to reach online and offline users. For example, those who use tablets and mobile phones, play games, and download applications. Thanks to this, the brand can reach a wider audience without being limited to the Internet.

Ability to collect clear and detailed data. Virtually all user activities in the digital environment are recorded by analytical systems. This allows you to draw accurate conclusions about the effectiveness of different advertising channels and create an accurate portrait of the buyer.

Flexible approach – digital marketing allows you to bring offline audiences to online marketplaces and vice versa. For example, using a QR code on a flyer, you can direct a user to a page. And at the same time, with an email newsletter, you can invite subscribers to a conference or other offline event.

Ability to automate repetitive marketing processes. This saves employees time and effort. But most of all, by automating repetitive processes – email newsletters, social media posts, ad campaigns, and more – you promote your brand faster. And this increases the level of sales.

The so-called digital marketing gains a lot of importance in digital marketing. automation marketing. This has long ceased to be just automatic mailing. Automation marketing is currently the collection and processing of data.

For example: collecting mentions of the brand on the Internet and social media, as well as assessing the sentiment of statements, i.e. whether it is negative, positive, or neutral, obtaining leads, optimizing conversions, recovering abandoned shopping carts in e-commerce,

What do digital agencies do?


In general, digital agencies ensure the presence and promotion of the brand in the digital environment. The agency team may include a marketer, SEO specialist, analyst, project manager, designer, coder, programmer, content manager, and copywriter. For occasional work, such an agency may employ freelancers, such as videographers or photographers.

Digital agencies provide the following services:

developing a comprehensive product promotion strategy;

website creation and promotion, design, media, and contextual promotion;

working with online communities;

organization of offline events;

creating advertisements for digital TV, internet radio, etc.

But there is another important point – digital marketing is almost all about analytics. Fortunately, the digital environment makes it easy to collect data. Marketers analyze information about users and their behavior: demographics, interests, online activity, advertising sources of website traffic, etc. With the help of such data, digital agencies can better understand the target audience and the effectiveness of a particular advertising or promotional strategy. That’s why experts call analytics systems one of the most important tools in their arsenal.

“Digital marketing, like no other, allows you to precisely define the target group you want to reach with your communication.

The biggest advantage of digital marketing is the exact countability of almost all analytical parameters. The reach of the campaign, the frequency of contact, the number of page views, the number of clicks, the number of sales – all this will be provided by digital marketing. In traditional marketing, we will only receive estimates,”

Thanks to analytics, specialists from best digital marketing agency Primelis understand what works best. They can even research the popularity of various promotional channels on specific topics. For example, according to research by HubSpot, in 2022, B2B marketers are using social media, websites, and blogs, as well as email marketing, as shown in the image below:

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