Gustavo Jabbaz

17 May 2017

What Digital Marketing is

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I still get asked this question; What is digital marketing? Working in the online industry you expect everyone to know this, right? The truth is that there are a lot of people (business owners) that are confused as to what online marketing is. Why wouldn't they, it changes so quickly that it is hard to keep up. So, to make it clear what all this magic is, here are my thoughts on the subject.

From Wikipedia

"Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them."

For example; if you want your ads to display to young mothers in New York City that are looking for a new stroller, you can. And, you can see how many of the young mothers reacted to the ads.

Full article:

Digital marketing has a significant advantage over its conventional counterpart. Tracking, with online advertising marketers, can track results for each of their campaigns. In some cases, this is done real-time.
For a small business, this ability to track results is beneficial when managing resources and a tight budget. Very quickly you can find if your campaign is working, if not you can address the part that is not performing and avoid wasted resources.

Another fact that makes digital more useful than traditional marketing is that the mediums used for traditional marketing are fading rapidly, at the same time online and social advertising is on the rise. As a small business, you should put your money where it will have a bigger bang.

Digital marketing covers a myriad of different avenues, a list too long for a single blog post. Therefore, I'll only concentrate on the parts that every small business owner needs to focus on.


For the small business, mobile needs to be the priority for all online campaigns. Since the introduction of the iPhone in 2007 mobile internet use is on the rise, today more than 65% of internet traffic is on smartphones.
Most people prefer to do their social media, searches and email reading on their phones. Unfortunately, the mobile experience is different from the desktop experience, and the same is for user expectations. You can't just do the same for both; mobile needs to be to the point and easy to find.

Paid advertising

A very efficient way to get traffic, there are plenty of channels to advertise depending on the demographic you are trying to reach. From banner ads to single post in social media feeds, all the major networks (Google, Facebook, Twitter and LinkedIn) work hard to give the best possible content to the user. This policy means that your ad will display to the person in need of your product/service and avoid the less interested.
It is pretty easy to escalate the spending on any online ad campaign. Fortunately, most networks provide excellent monitoring tools that help you to spend your money efficiently.

Organic advertising

The advertising that you don't have to pay and the one where you don't sell, but share your knowledge.  There are benefits to sharing with everyone what you know; it makes you a thought leader in your field, and it adds transparency and confidence to your brand.
Two main parts make up organic advertising; Content and Social Media Marketing. Content Marketing is the support material created about your products or services. This material can be things such as; Articles, Blog posts, White papers, How-to Guides, Videos, Infographics, Memes, Photography, Case studies, etc. Anything of value for your potential client, which will help them find the right solution.
Social Media Marketing is the distribution of the valuable content you created. Since for small businesses creating new content regularly can be pretty taxing on resources, curating on-topic articles and videos from external sources is an excellent option for maintaining social media feeds fresh and current.

Digital marketing has many advantages for businesses; it serves via the internet and displays on all devices. Digital marketing does local, thanks to geolocation you can target potential customers when they are near or in your store. With 40% of the world population online you don't need to worry about reach. Speaking about reach, with what Google and Social Networks know about people is very easy to target your customer base. In fact, Google and Facebook are working hard to deliver the right ad to the right person at the right time.

So, next time you need to advertise, would you get a newspaper ad?

Questions? Place them below in the comments.

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