What is Digital Marketing and How it Works: The Beginner’s Guide!

Want to become Digital Marketer, then I am going to tell you about What is Digital Marketing and How it Works, so if you want to know about them, then keep reading this article. Because I am going to give you complete information about it, so let’s start.

Marketing is defined as an action taken by a company or a brand to promote its products or services to enhance its market share. For any marketing campaign to be successful, a combination of advertising and delivering good products to users is required. Earlier, this marketing was done with the help of print media, television, and others. Though these choices are still there, the vast growth and development in technology have made a great change in marketing techniques too.

This kind of marketing strategy uses different kinds of techniques, which include social media platforms, email, and a lot more. This kind of marketing is very often called “digital marketing” These marketing companies are mostly run by two professionals: one who works for a specific company in the office and the other who owns a marketing company and collaborates with different brands at a time.

What is Digital Marketing and How it Works

In this article, we’re going to talk about the same in great depth, which includes all marketing techniques it uses, advantages, disadvantages, and more. So let’s get all the information about the What is Digital Marketing and How it Works without wasting any time, come on.

What is Digital Marketing and How it Works:

Digital marketing is the promotion of brands to interact with viewers who’ll become their potential customers using the internet and other forms of online communication. Apart from email, social media, and web-based advertising, text and multimedia can also work as marketing channels.

Note that any marketing campaigns that use digital/online communication as a means to convey promotional messages can be considered digital marketing. This can include online video, ads, search engine marketing, paid social ads, media posts, etc. This will result in brand building, great customer experience, interaction with potential customers, and a lot more.

How digital marketing differs from online marketing

Digital marketing is often confused with Internet marketing, but they are different concepts. Internet marketing uses only those tools that promote goods and services online: email newsletters, SMM, SEO, contextual and targeted advertising. You can also get help from a digital marketing firm by choosing a good company, you will receive quality services and excellent results.

Digital marketing is a broader concept. It covers but is not limited to all internet marketing tools and includes tools that are not directly connected to the internet. So digital marketing allows you to drag the audience from offline to online.

The Importance of Digital Marketing

The foremost purpose of any marketing is to enhance a business or a brand, and so is digital marketing. Other important features include :

  • Unboundedness by any type of geographic reason.
  • Global Reach
  • As a result, labor is plentiful.
  • cost-effective as compared to traditional marketing.
  • With “Large Audience Target,” it has the capability to target users globally.
  • Multiple strategies include SEO, PPC, Email Marketing, Influencer Marketing, etc.
  • Different content types include blogs, podcasts, e-mails, videos, social media posts, webinars, etc.
  • It provides great insights because of the large number of engagements.
  • Real-time analytics and optimization.

Kinds of Digital Marketing:

The whole of digital marketing can be divided into subparts as B2B marketing and B2C digital marketing, which means business to business and business to consumer digital marketing, respectively.

Have a look at how it’s used in B2B and B2C marketing:

  • The biggest difference is in their marketing periods. B2B clients take time to make decisions, but their marketing period is for the long term. In contrast with this, B2C owners respond well to short-term requirements.
  • B2B content is logic and research-based, which they do expect from B2B digital marketers. whereas B2C strategies are more likely to be associated with sentiments, feelings, and anything else that makes potential customers feel good about their purchase.
  • B2B strategy decisions require a whole team that works together to enhance the business. B2C campaigns can be run single-handedly by a professional.

For any kind of marketing, you have to first look for the targeted audience, and once you have found them, you can create content accordingly and run marketing campaigns. This ensures that the marketing efforts are effective and have the power to attract potential customers.

Types of Digital Marketing:

There are a lot of strategies in digital marketing that are almost equivalent to the ways you can connect using digital media. Among them are the following:

1. Search Engine Optimization(SEO)

Search Engine Optimization, abbreviated as SEO, is a tool for marketing. It is a tool that can enhance the rank of web pages in search engines. It requires a lot of research and comparison between a lot of factors. After that, it is possible to rank a website on the top of the Search Engine Results Page (SERP).

Some of the most important elements which are considered during the optimization of a website or web page for search engines include:

  • quality of content posted on the website (giving more emphasis on keywords).
  • Overall user engagement or your website analytics.
  • responsiveness, especially when operated on a mobile phone.
  • quality and the count of total inbound links.

Along with all the elements listed above, technical SEO optimization is necessary. This includes all the back-end components of your website, such as URL structure, broken links, loading times, and others. 

Enhancing technical SEO will help search engines navigate and follow your site.

There are a lot of factors involved in search engine optimization, but it’s not that you’ll always succeed. It is a crucial task, thus making its results unpredictable.

The end game of using this is to get the top rank on search engine results pages. 

This guarantees that the audience looking for a particular question connected to your brand name can easily find your items or services. Though there are a lot of search engines, the main focus of digital marketers is on Google, as it leads the market in terms of the same.

However, there is no hard and fast rule in SEO that says if you meet all of the requirements, your website will be ranked first on SERP. The reason is the consistent change in Google and other search engines’ algorithms, so in SEO there can’t be an exact forecast. What one does is to have a close look at the website analytics and accordingly make changes in the SEO strategy.

2. Content Marketing

As already mentioned above, the quality of your content defines the level of your page optimization. This simply implies content marketing has a big role to play in SEO. It is a strategy that depends on the disbursement of connected and high-quality content to target audiences.

The goal of content marketing has no different from others, which is to attract viewers and convert them into potential customers. This can’t be considered traditional marketing as its strategy and process are too different. It focuses on providing value in the form of a written format rather than attracting people to a potential product.

The written format can be anything. Here are a few of them:

  • Blog posts
  • Electronic books
  • Newsletters
  • Transcription (Audio and Video)
  • Infographics

Below mentioned are some points which will give you a clear understanding of content marketing’s worth for businesses.

  • More than 80% of customers expect brands to provide helpful and easy-to-understand content that includes all the gist of products and services.
  • 62% of companies have numerous content writers who provide the content daily.
  • More than 90% of digital marketers have accepted that their agency values content as an important factor in marketing.

Note that effective content marketing is tricky. Content writers should be able to rank websites higher in SERPs. Besides this, they should have the capability to engage readers with content, convince them to share it, and interact with the brand for more information. Relevant content is the key to the establishment of brand-customer relationships.

You should be aware of your audience if you want to make effective content that’s highly pertinent and captivating. Once you have figured out who you’re trying to reach, you can have a great choice for creating the content. This can be created in various formats, like videos, blogs, posts, and many more.

Always adhere to content marketing strategies, as they can provide you with a plethora of ideas and thoughts. You should have great coordination with different tools which enhance the quality of your content. This means the tools that can make grammar errors-free, easy-to-read content, and others.

3. Social Media Marketing

Another form of digital marketing focuses on grabbing traffic and brand awareness by appealing to audiences online, With the help of social media marketing, you can focus the attention of audiences on your brand’s products, services, and other offerings too. Because so many people spend their time on social media platforms, this marketing strategy has the potential to generate millions of dollars in sales. Focusing on this can definitely bring great results, and once you have a firm hold, you can outshine your competitors.

Some of the most used social media platforms are Instagram, Facebook, Twitter, LinkedIn, and YouTube. Opting for any of these can bring great results, but use the one that suits your targeted audience and the goals you have set for your brand. For instance, if you want to sell directly to customers, i.e., a B2C business, then Instagram is the best place for you. From Instagram, you can run ads and can directly generate sales. Moreover, you can hire millions of young people to promote your brand. In contrast to this, if you want B2B marketing, then LinkedIn and Facebook are great options to look into. Both platforms have a high number of active industry professionals.

This has become the most popular way of grabbing the audience’s attention as it has a high rate of active audience participation, which is increasing day by day. Various research says that a lot of digital marketers, both B2C and B2B, have moved to use social media as their marketing tool in recent years.

You can easily view your analytics or insights on these media, which will give you a better understanding of the audiences reached. Hence, this will enable you to make changes in your marketing strategy to boost the insights more.

However, direct selling is not the ultimate goal of this marketing strategy. They mostly use them to connect with their audiences and then convince them, in an appealing way, to spend the bucks. These ways can be anything like a post, an ad, etc. Mostly, this is used by brands to target their potential customers. But different marketers come up with different strategies; it depends on which one you’re opting for. For an effective marketing strategy, it’s necessary to follow the best practices used by almost all brands.

Some key practices of social media marketing:

  • Post-high-quality and appealing posts.
  • Make use of scheduled postings.
  • Post at the right time(when your audience reach is the greatest).
  • Respond to comments and queries.
  • Hire professional social media managers.

4. Pay Per Click Advertising

PPC, or Pay-per-Click, is a type of digital marketing in which brands pay for each click on their digital ads. This enables them to pay only for the number of audiences they interact with, which is in contrast to social media marketing, where they have to pay a certain amount.

The most common type of PPC used by many is search engine advertising. Since Google is the world’s leading search engine, almost all businesses use Google ads for PPC marketing. How does it work? Whenever a spot or the gap between your content is available on a SERP, the search engine fills that spot with ads as an instant sale. Which ads are displayed depends on a number of factors. Some of these are mentioned below :

  • Ad Quality
  • Relevance of Keywords
  • Landing page quality
  • Bid Amount

According to these factors, only PPC ads are displayed on search engine result pages when a person searches for any specific results.

After clicking on an ad, audiences can take one or more targeted actions. These actions are called conversions, which can be transactional or non-transactional as well.

Each PPC campaign has one or more target actions that viewers are meant to complete after clicking an ad. These actions are known as conversions, and they can be transactional or non-transactional. Irrespective of the target conversions, you can track them with your digital marketing tools to have a view of how well your campaign is running.

5. Affiliate marketing

Basically, it’s the promotion of someone else’s business through which one can make money from general leads and ultimately sales. There are two cases, whether you’ll be a promoter or a business that works with the same. But no matter what, the process is the same.

Affiliate marketing works on a revenue-sharing model. Suppose you’re an affiliate who promoted a product, so you’ll get a commission on each purchase you make. It depends on what commission you have fixed. On the other hand, if you’re a business owner, then you pay for each product sale made by the affiliate.

Being an affiliate marketer, it’s totally upon you whether to promote the products or services of a single company. You can reach multiple people when you are on a blog or third-party site. Firstly, you have to interact with the people, whether you’re looking for an affiliate or an affiliate. There are numerous methods or channels available to get in contact with affiliates or merchants.

Suppose you’re a retailer and you decide to work straightforwardly with affiliates. There are numerous things you can do to make your program interesting for your audience. You’ll have to provide affiliates with various tools that they need to succeed. That includes paying for great outcomes. Moreover, you should equip them with marketing tools and pre-made materials.

6. Influencer marketing

In this marketing strategy, you work with an influencer who, in exchange for an amount, promotes your product or services. An influencer is one who has a wide audience base. An ordinary individual, an industry expert, a celebrity, or a content creator can all be an influencer who has a large following. provided that he/she is willing to promote your products/services to their followers on different media platforms.

This marketing tactic is suitable for both B2B and B2C brands/companies who want to reach new audiences. Note that it’s effective to work with reputable influencers as they’ll be representing your brand. If you choose an influencer who is bad at promoting, your reputation can be at stake.

7. Email Marketing

There is nothing hard about understanding the definition of email marketing. Typically, you send promotional emails to your target audience and persuade them to click on them. Note that the strategy is opposite to its definition, i.e., difficult. The foremost thing to keep in mind is that the message should be such that your audience has the urge to open the content inside it. Look at the things that you should prioritize while sending an email :

  • Everything should be clear; the body, title, or any other part need not be mixed up.
  • Mention what your subscriber will receive in your email.
  • an unsubscribe link
  • Not only promotional mail but also transactional and informative mail should be reflected.

This all will ensure that your audiences don’t look at your email as a promotion generator. It is an effective marketing tactic that, according to research, has been given the title of most potential lead generator.

This could be enhanced more when applied with other marketing techniques like marketing automation, mentioned below in this article. You can schedule your emails to reach your audience at a fixed time, irrespective of whether you’re available or not. Consider these a few points you are looking forward to this season:

Divide your audience on the basis of their needs and then run the campaigns accordingly.

  • Mobile friendly (most users access this only)
  • Fix a time when you get the most engagement.
  • Conduct A/B tests (send two emails with different content and design to see which one is more effective).

8. Mobile marketing

Mobile marketing techniques enable brands to interact with their potential customers on a variety of devices, which include smartphones, tablets, etc. This is mostly done through Short Message Service (SMS) and Multimedia Messaging Service (MMS), app alerts, media notifications, and a lot more.

The foremost thing to be considered in this strategy is that any content which is to be promoted is phone friendly, i.e., mobile optimizable, then only users will look for it. This is necessary because most of the audience use phones as their daily surfing tool.

9. Native advertising

This strategy is now hidden from audiences, but we, as marketers and owners, are well aware of it. Native advertising’s main aim is to mix well with other content, so it isn’t looked upon as a promotional aspect.

This technique was developed in response to the pessimistic nature of the majority of the audiences. This means that most of them ignore the ads as they are aware the creator is paid for displaying them. Many of them conclude that the ad is prejudiced.

Therefore, to overcome this, native ads are displayed or promoted with some content, which can be joyful, informative, or other as per your strategy.

10. Marketing Automation

Marketing Automation requires software to operate digital marketing campaigns. This ensures that the advertising process is improved, efficient, and relevant. Moreover, this enables us to focus more on marketing techniques rather than wasting time on time-consuming processes.

The important key to remember:

  • Analyze customer information.
  • Designs and strategy of digital marketing campaigns
  • Correct timing for sending the content to potential customers.

And if you want to know more about What is Digital Marketing and How it Works, then you can watch the above video. And can get complete information about What is Digital Marketing and How it Works.


All the above marketing techniques and strategies are aspects of Digital Marketing. There are a lot more and each has its own importance. The above-mentioned was the widely used ones. Remember that if done by professionals it can yield great results. For more, you can refer to our other blogs on the same.

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