Digital marketing is an umbrella term for any form of marketing that exists online. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers. People spend twice as much time online as they used to 12 years ago. Marketing has always been about connecting with your audience in the right place and at the right time. Today, this means you need to meet them where they are already spending time: on the internet. Digital marketing allows marketers to see accurate results in real time and measure the ROI of pretty much any aspect of your marketing efforts.
From your website to your online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. The best digital marketers have a clear picture of how each asset or tactic support their overarching goals.
With digital marketing, you can see the exact number of people who have viewed your website’s homepage in real time, how many pages they visited, what device they were using, and where they came from, amongst other digital analytics data. This intelligence helps prioritize which marketing channels to spend more or less time on. You can identify trends and patterns in people’s behavior before they’ve reached the final stage in their buyer’s journey, which means making more informed decisions about how to attract them to your website right at the top of the marketing funnel. Not only can you measure how many people are engaging with your content, but you’re also generating qualified leads when people download it.
An effective digital marketing strategy combined with the right tools and technologies allows you to trace all of your sales back to a customer’s first digital touchpoint with your business. We call this attribution modeling, and it allows you to identify trends in the way people research and buy your product, helping you to make more informed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining.