What is digital marketing?

DIGITAL MARKETING, by it’s most basic definition, is the use of the internet, social media  and other online-based digital technology to promote products and services to consumers.  Marketing reports consider digital marketing to be new endeavor that requires creativity when trying to approach customers and predicting how they behave compared to traditional marketing techniques.

DIGITAL MARKETING targets a specific segment of your customer base and is very interactive.  Digital marketing trends are on the rise and include such tools as search result ads, email ads, promoted tweets and anything else that incorporates marketing with customer feedback or a two-way interaction between your company and your customers.  Digital marketing is not to be confused with internet marketing.  Internet marketing is based solely on the internet whereas digital marketing takes place through mobile devices, train stations, subway depots, video games or mobile apps.

Each type of digital marketing campaign has it’s pros and cons.  The biggest hurdle is the rapidly changing online channels, how they work, how consumers use them and how to effectively market consumers with them.

We have the expertise to navigate this ever-changing environment.  Give us a call and we can discuss the best option to get your business or product noticed!


Digital Marketing Gateways


A website is central to all digital marketing activities. It should represent the product / service and your brand in a very clear and memorable way. It should be fast, mobile-friendly and easy to use.


Pay-per-click (PPC) can be used to reach consumers on multiple platforms through paid ads.  Common PPC campaigns use Google, Twitter, Facebook, Pinterest and LinkedIn to show their ads to people based on search terms related to products and services.  PPC campaigns can target users based on demographics including geographical locations.


Content marketing is used by placing content casually on a website then promoting it through social media, email marketing campaigns, SEO or PPC.  Common tools used for content marketing include ebooks, infographics, podcasts, webinars and blogs.


Email marketing is still considered one of the most effective marketing campaigns to date.  It is used to promote products / services to your existing customer base.  It is highly effective when incorporating other digital campaigns to add leads to your email list and has the potential to turn those leads into future customers.


Social media marketing is just that, promoting your product or service on any social media platform.  The primary goal for social media campaigns is brand awareness and trust.


Affiliate marketing is on the rise.  Using  online or social media influencers to promote your product / service for a small commission can be highly effective.  Popular affiliate programs such as Amazon pay out millions of dollars per month to websites that sell their products.


Users are now turning to video sites like YouTube before making their buying decisions.  They also use these sites to research a product, read reviews, how-to help or for pure entertainment.  Other social media platforms such as Facebook, Instagram and even TikTok can be used to run your video marketing campaign.  The key to a good video marketing campaign is integrating it with other digital marketing such as SEO, content marketing and social media marketing campaigns..


While not as popular as it once was, a text campaign is still highly effective for non-profits and companies wanting to send information regarding donation opportunities or promotion information.  The most common are weekly ads, customer loyalty coupons and text-to-give campaigns.